Dairy Milk1

7/28/2019 Dairy Milk1

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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

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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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Dairy Milk1

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