CADBURY DAIRY MILK

BY GAURAV RAKHEJA

CADBURYINDIA

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 sales offices (New Delhi, Mumbai, Kolkota and Chennai).

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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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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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TARGETED CUSTOMERS The targeted customers of Diary Milk has been changing from time to time and advertisement to 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 90s

Campaign: Khanewalon ko khane ka bahana chahiye. Target: widening chocolate consumption among 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 exams 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 Milk have changed from kids to adultsincluding 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.

Cadbury Dairy Milk is so omnipresent in the market that without it even the word chocolate itself sounds incomplete. Dairy Milk, the old classic, is still a favourite with consumers beating all newer products

Cadbury Dairy Milk brand promise is the most delicious, best tasting chocolate. Today, India is the second largest market for CDM in the world.

SOURCES

Cadburyindia.com Myiris.com

CADBURY INDIA