CADBURY DAIRY MILK Marketing Strategy

8/3/2019 CADBURY DAIRY MILK Marketing Strategy

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CADBURY DAIRY MILK

BY

GAURAV RAKHEJA


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CADBURYINDIA
http://cdm-meethaneighbour.wmv/http://cdm-meethaneighbour.wmv/


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CADBURY DAIRY MILK

Cadbury India began its operations in 1948 by

importing chocolates and then re-packing them

before distribution in the Indian market.

Today, Cadbury has five company-owned

manufacturing facilities at Thane, Induri

(Pune) and Malanpur (Gwalior), Bangalore

and Baddi (Himachal Pradesh) and 4 salesoffices (New Delhi, Mumbai, Kolkota and

Chennai).


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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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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 whenpurchasing a newly launched brand.


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TARGETED CUSTOMERS

The targeted customers of Diary Milk has been

changing from time to time and advertisement

to advertisement.


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CADBURY DAIRY MILK

A FEW ADVERTISEMENTS

The Real Taste of Life with the girl dancingon the cricket fields.

The message: Dairy Milk is for enjoyment


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During late 90s

Campaign: Khanewalon ko khane ka bahanachahiye.

Target: widening chocolate consumptionamong the masses


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CADBURY DAIRY MILK

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

exams to celebrate with Dairy Milk.


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CADBURY DAIRY MILK

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 DairyMilk have changed from kids to adults-

including every family member to celebrate

any occasion with Dairy Milk.

The success of the Cadbury brand can be seen

in how its image is continually maintained

over time.


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Cadbury Dairy Milk is so omnipresent in the market that

without it even the word chocolate itself soundsincomplete.

Dairy Milk, the old classic, is still a favourite with

consumers beating all newer products

Cadbury Dairy Milkbrand promise is the most

delicious, best tasting chocolate. Today, India is the

second largest market for CDM in the world.


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SOURCES

Cadburyindia.com

Myiris.com


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CADBURY DAIRY MILK Marketing Strategy