Research methodology Cadbury Dairy Milk advertisement impact
Cadbury Dairy Milk Silk
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Transcript of Cadbury Dairy Milk Silk
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Parent Company
Parent Company- Mondelez International
$35 billion company
Brands marketed In 165
countries
110,000 employeesworldwide
9 billion dollarbrands
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Brand: Cadbury Dairy Milk
Cadbury Dairy Milk is a milk chocolate bar made with fresh liquid milk. It quickly became the market leader in the UK after it was launched in the early 1900s.
Dairy Milk bars are now enjoyed in 33 countries and available in more than 23 varieties, like Fruit & Nut, WholeNut, Snack, Caramello and Breakaway.
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Extension: Cadbury Dairy Milk SilkSilk is a premium chocolate offering launched as a sub brand of Cadbury Dairy Milk in 2010 with 3 variants – Milk Chocolate, Fruit & Nut and Roast Almond.
Silk stands for the best tasting chocolate with its appeal lying in its softness, smoothness and easier melt in the mouth
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Contribution of the category
Product Category- Chocolate
Operating Segment Category Contribution
Latin America 3.1% Asia Pacific 4.5%
EEMEA 3.1%
Europe 15.8%
North America 0.9%
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This category contributes to 27.4% of Mondelez’s revenue, right after
the biscuit category which contributes to 33.6% of their
revenue
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Chocolate Category Growth
2011 2012 2013 201425.6
25.8
26
26.2
26.4
26.6
26.8
27
27.2
27.4
27.6
Chart Title
Contribution
From the graph it is clearly
seen that that the chocolate
category has been growing
since the past 4 years
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Market Performance of Dairy Milk Silk
The chocolate category in India has a market of 2,000 crores
Cadbury accounted for 55.5% of the total chocolate sales in India during 2014. Dairy Milk is the flagship brand of Cadbury
Cadbury Silk has a market share of 7.5% of the total chocolate market and 52% of the total premium market in India (according to Nielsen figures for 2012)
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4 P’s of Cadbury Dairy Milk Silk
•Promotion-The media mix for any
Silk ad comprises of TV, radio, print, OOH and Internet.The ads are
high on emotional content
•Place-The company has five company owned manufacturing
capacities.
•Price-Dairy Milk silk is priced a little higher than its
competitors as it falls in the premium
chocolate category
•Product-Made from real dark
chocolate. The design of the
chocolate is the same throughout the
world
The amount of milk content is the highest as
compared to other competitors. The
components that are used in making the chocolate are sugar, cocoa butter, vegetable fats, cocoa mass and emulsifiers.
The same price is followed all
across the country. Dairy
Milk is available in the price
range of 2 to 600 and in
various sizes.The promotions are
made to increase brand loyalty and to encourage repeat purchases. Apart
from the mass media Silk is made a visible
brand in the market by encouraging free samples through
competitions .
The distribution structure is such
that it is sold directly to the
retailers and the whole sellers.
Cadbury’s distribution
network used to encompass 2100 whole sellers and 450,000 retailers
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Positioning of Cadbury Silk
Cadbury Dairy Milk Silk has been about moments-moments when the chocolate is enjoyed, moments which are like silk.
It has been positioned as “silk to touch and taste” with chocolate smeared faces in the advertisements.
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Silk Advertisements
https://www.youtube.com/watch?v=sryPvL8019w
https://youtu.be/le8p9bD8z68
https://youtu.be/_CrbO82pb10
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Credits!!
http://www.mondelezinternational.com/investors/investing-in-us/annual-reports
http://www.mondelezinternational.com/brand-family
http://www.portal.euromonitor.com/portal/analysis/tab
http://articles.economictimes.indiatimes.com/2013-03-13/news/37683995_1_premium-chocolate-brand-market-experts
https://www.youtube.com/watch?v=Avez0XmOkNY
https://www.youtube.com/watch?v=K0PsYfEyvJY
https://www.youtube.com/watch?v=ALaqqMY2m0k