Post on 03-Apr-2018
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Presented By :-
Archit Garg
Vishal Dhamija
Brajesh Narayan
Naveen Prakash
Rakeshor Singh
Abhishek Jangir
Himanshu Sahu
Saurabh Daravaria
Abhinandan Gogoi
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INTRODUCTION
Milk chocolate for eating was first made by Cadbury in 1897.
In June 1905 George Cadbury Junior, introduced its first Dairy
Milk bar
Became the company's best selling product by 1913
Fruit and Nut was introduced as part of the Dairy Milk line in
1928, soon followed by Whole Nut in 1933
By this point, Cadbury's was the brand leader in the United
Kingdom
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Came to India in 1948.
68% share in Indian chocolate market
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There is glass and a half symbol central messageof the Choose Cadbury'. Cadbury suggests that
the glass is always half full appealing to ouremotions, for costumer positive decision
making.
In 1928, Cadbury's introduced the "glass and a half" slogan
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PRODUCTS
PLAIN
CRUNCHIE
FRUIT & NUT
SILK
NUTS
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NEEDFORMARKET
Strong brand.
Taste
Price
Packaging
Almost 80% of chocolate purchases are made on impulse.
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PRICING
WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 2595 50
80 FRUIT & NUT 55
165 90
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PACKAGING
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Cadbury Dairy Milk comes in a purple branded outer cover
which is the official colour for Cadbury.
Launched a strengthened, new 'purity sealed' packaging for
Cadbury Dairy Milk.
The 13g (Rs 5) double wrapped for maximum protection.
Wrapped in aluminum foil and enclosed in a poly-laminated
flow pack, which is completely sealed on all sides.
The larger Cadbury Dairy Milk packs come in poly-coated
aluminum foil, which are heat-sealed and then wrapped in the
branded outer package.
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PACKAGING
88
1905 1930
1960
1970
Present
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SEGMENTATION
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Geographicsegment
Wide distribution in market
Manufacturing facility
Sales offices located pan India in all the 4 zones in a strong way
Demographic
Age Group (3 years to 18 years)
(18 years to 25 years)
(25+ years)segment
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Purchased to gift someone (occasion based)
Occasions- Diwali, Rakhsha Bandhan etc.Behavioral
segment
Psycho-
graphic
segment
Cadbury become a part of lifestyle.
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Market Position
OthersNestle
Amul
The Indian Chocolate market isestimated at around 33,000 tonesvalued at approx. Rs. 8 billion.
CDM is growing at almost 11.5%
P/A, being the market leader Ithas a market share of 70% 70%
14%
5% 11%
Sales
Cadbury
Nestle
Amul
others
5%
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TARGETING MARKET
Cadbury's new global marketing strategy called 'Choose Cadbury.
Cadbury promises to deliver on optimism, happiness and a feel-good
factor.
Cadbury dairy milk have changed from kid to adult including every
family member.
Cultural aspects.
Advertising campaigns.
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ADVERTISING CAMPAIGNS
Campaign 1: Kuch khas hai zindagi mein, kya swaad hai zindagi ka!
Message- "Dairy Milk is for the joyousmoments, and can be enjoyed bypeople across age groups".
Campaign 2: Khaane walon ko khaane ka bahana chahiye
Message- "You don't need a specialreason to eat ".
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Campaign 3:Saath rahe har pal
Message- "ads enforcing the image ofa friend who was there to see youthrough good and bad times".
Campaign 4: Kuch Meetha HoJaaye
Message- "chocolate consumption intoa habit".
By using Amitabh Bachchan ina humorous setting, the message beingdelivered is to consider Dairy Milk as a'sweet' and not just a chocolate.
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Campaign 5:Shubh Aarambh
Message- "Shubh Aarambh is based ona specific cultural insight, the Indian
tradition of eating sweets before a newbeginning or embarking on a newjourney".
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Competitor Analysis
Except the CDM market share of 70%,rest of 30% of market share are..
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Customers Decision making Process
Customer Analysis
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7%
47%
41%
5%
FamilyFriends
Tv Advertisement
Print Media
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Why people buy dairy milk chocolate
18
58
16
44
Energy
Enjoyment
Gift
Sharing
Snacking
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44
64
50
76
44
26
15
27
13
20
28
2123
11
36
0
10
20
30
40
50
60
70
80
Price Taste Packaging Availability BrandAmbassdor
Highly Satisfied
Satisfied
Not Satisfied
Linear (Highly Satisfied)
2 per. Mov. Avg. (Satisfied)
Expon. (Not Satisfied)
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CUSTOMER VALUE
Customervalue
high quality
packaging,
reasonablypriced
Supreme taste
and quality
Well trusted
brand, goodgifting option
All age groups,
celebrations,
special
occasions,history
Very High Awareness
High Brand Loyalty,
high no. of repeat
purchases
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SWOT Analysis
Strength Weakness
Opportunity Threats
PriceAvailabilityStrong Brand
Other competitors have greaterinternational experienceMedical reasons
New entranceCompetitionSocial changes
Bring new flavorsExtension ofinternational marketefficiency andreducing costs
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The confectionery market in India is huge with immense scope for the chocolate
industry. The Indian chocolate industry is a unique mix with extreme consumption
patterns, attitudes, beliefs, income level and spending. Understanding consumer
preferences and needs is the key to growth in this industry. Economic distribution
using proper supply chain is necessary and so is maintaining a high brand loyalty.
Cadbury dairy milk scores on all these accounts and therefore has maintained its
position as the market leader since the time it was introduced in the Indian market
CONCLUSION
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Any Queries
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