CADBURY DAIRY MILK

BY
Anushkaa G Raaman
CADBURYINDIA
 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 chocolat
e market.

 Main marketing strategy used: Advertisements

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NEED FOR MARKETING

 Strong brands are very important in the chocolate co

nfectionery market.
 Almost 80% of chocolate purchases are made on imp

ulse.
 Consumers use brands and packaging to recognize pr
oducts quickly and reduce perceived risks when purc
hasing a newly launched brand.
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TARGETED CUSTOMERS

The targeted customers of Diary Milk has been c

hanging from time to time and advertisement t
o advertisement.
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A FEW ADVERTISEMENTS

 The ‘Real Taste of Life’ with the girl dancing

on the cricket fields.

 The message: ‘Dairy Milk is for enjoyment’

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During late 90’s

 Campaign: ‘Khanewalon ko khane ka bahana c

hahiye’.

 Target: widening chocolate consumption amon

g the masses
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More recently

 Campaign: ‘kuch metha ho jaye’.

 Target: to associate Cadbury with celebratory

occasion.
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 Campaign: ‘pappu pass ho gaya’.

 Target: encourage those who have pass the exa

ms to celebrate with Dairy Milk.
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 Campaign: ‘Miss Palampur’

 Target: Focusing on the adults.

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NEW IN MARKET

Products: Dark chocolate

Dry fruit collection for diwali.

Target: Dairy Milk as a gift.

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 Conclusion

The prospective customers of Cadbury Dairy Mil

k have changed have changed from kids to adu
lts-including every family member to celebrate
any occasion with Dairy Milk.
 SOURCES

 Cadburyindia.com
 Myiris.com
CADBURY INDIA