Kuch Meetha Ho Jaye
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Transcript of Kuch Meetha Ho Jaye
KUCH MEETHA HO JAYE
• 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.
INTRODUCTION
• LINE 1
MARKET SEGMENTATION
• LINE 1
MARKET SEGMENTATION
• IN THE EARLY 90'S, IT WAS SEEN AS “MEANT FOR KIDS”
• USUALLY REWARDS OR A BRIBE FOR CHILDREN
• IN THE MID 90'S THE CATEGORY WAS RE- DEFINED BY THE VERY POPULAR “REAL TASTE OF LIFE” CAMPAIGN
• FOCUS SHIFTED FROM “JUST FOR KIDS” TO THE “KID IN ALL OF US”
• PERFECT EXPRESSION OF 'SPONTANEITY' AND 'SHARED GOOD FEELINGS‘
• POTENTIAL MARKET IN RURAL AREA WAS TARGETED
TARGETING
• “KUCH MEETHA HO JAAYE” : CELEBRATORY OCCASIONS
• “SHUBHARAMBH = KUCH MEETHA HO JAYE” : TO START ANY NEW WORK
• “KUCH MEETHAS HO JAYE”: TO SPREAD LOVE AND HAPPINESS AMONG PEOPLE
POSITIONING
• BRAND NAME
• BRAND AMBASSADOR
• JINGLE
BRAND INVENTORY
• LINE 1
AD CAMPAIGN: KUCH MEETHA HO JAYE
• LINE 1
AD CAMPAIGN: KUCH MEETHA HO JAYE
• LINE 1
Point of Parity
• LINE 1
Point of Differences
• DAIRY MILK IS POSITIONED TOWARDS A VERY LARGE AUDIENCE FROM AGES 4 – 50 YEARS
COMMUNICATION STRATEGY
• LINE 1
COMMUNICATION STRATEGY
• LINE 1
PROMOTIONAL STRATEGIES