3. CADBURY DAIRY MILK
Dairy Milk is a brand of chocolate bar made by Cadbury.
Popular in both the United Kingdom and around the
world.
Introduced in 1905, but it came to India in 1948.
Dairy milk alone holds 30% value share of the Indian
chocolate market.
Main marketing strategy used: Advertisements
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4. CADBURY DAIRY MILK
NEED FOR MARKETING
Strong brands are very important in the
chocolate confectionery market.
Almost 80% of chocolate purchases are made on
impulse.
Consumers use brands and packaging to
recognize products quickly and reduce perceived
risks when purchasing a newly launched brand.
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5. CADBURY DAIRY MILK
TARGETED CUSTOMERS
The targeted customers of Diary Milk has been
changing from time to time and
advertisement to advertisement.
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6. CADBURY DAIRY MILK
A FEW ADVERTISEMENTS
The ‘RealTaste of Life’ with the girl dancing
on the cricket fields.
The message: ‘Dairy Milk is for enjoyment’
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7. CADBURY DAIRY MILK
During late 90’s
Campaign: ‘Khanewalon ko khane ka bahana
chahiye’.
Target: widening chocolate consumption
among the masses
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8. CADBURY DAIRY MILK
More recently
Campaign: ‘kuch metha ho jaye’.
Target: to associate Cadbury with celebratory
occasion.
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9. CADBURY DAIRY MILK
Campaign: ‘pappu pass ho gaya’.
Target: encourage those who have pass the
exams to celebrate with Dairy Milk.
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10. CADBURY DAIRY MILK
NEW IN MARKET
Products: Dark chocolate
Dry fruit collection for diwali.
Target: Dairy Milk as a gift.
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11. CADBURY DAIRY MILK
Conclusion
The prospective customers of Cadbury Dairy
Milk have changed have changed from kids to
adults-including every family member to
celebrate any occasion with Dairy Milk.
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