1. Cadbury- Dairy Milk
Presented by A-wing
students-
Anindita Choudhury
Deepika Agrawal
Diya Mazumder
Joyeeta Sarkar
Nabeela Khaled
Nahid Anjum
Poulami Paul
Sana Khan

2. Agenda
• History
• Initial Positioning
• Repositioning
• Advertisement Campaigns

3. History
• 1897- Cadbury manufactured its first milk
chocolate.
• 1904- A new recipe is perfected by George
Cadbury Junior for milk chocolate.
• 1905- Cadbury launched Dairy Milk into the
market.
• 1913- Dairy Milk became Cadbury's best-selling
line.

4. Initial positioning
• Cadbury Dairy Milk has been the market leader in the
chocolate category for years.
• In the early 90's chocolates were portrayed as 'meant for
kids‘.
• It was then re-defined by `Real Taste of Life' campaign
shifting the focus from `Just for kids' to the `Kid in all of
us‘.
• It became the perfect expression of 'spontaneity' and
'shared good feelings'..

5. Repositioning
• In the late 90's Cadbury went on for Product Line
extension.
• The focus shifted towards widening chocolate
consumption amongst the masses.
• It started 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign for chocolate consumption amongst adults.
• 'Kuch Meetha Ho Jaaye' campaign was meant for
celebrating special occasions.
• "Pappu Pass Ho Gaya“- A reason to celebrate
achievements.

6. Dairy Milk

7. Thank You