8/3/2019 CADBURY DAIRY MILK Marketing Strategy
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CADBURY DAIRY MILK
BY
GAURAV RAKHEJA
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CADBURYINDIA
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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 salesoffices (New Delhi, Mumbai, Kolkota and
Chennai).
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CADBURY DAIRY MILK
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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CADBURY DAIRY MILK
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 whenpurchasing a newly launched brand.
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CADBURY DAIRY MILK
TARGETED CUSTOMERS
The targeted customers of Diary Milk has been
changing from time to time and advertisement
to advertisement.
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CADBURY DAIRY MILK
A FEW ADVERTISEMENTS
The Real Taste of Life with the girl dancingon the cricket fields.
The message: Dairy Milk is for enjoyment
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CADBURY DAIRY MILK
During late 90s
Campaign: Khanewalon ko khane ka bahanachahiye.
Target: widening chocolate consumptionamong the masses
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CADBURY DAIRY MILK
More recently
Campaign: kuch metha ho jaye.
Target: to associate Cadbury with celebratory
occasion.
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CADBURY DAIRY MILK
Campaign: pappu pass ho gaya.
Target: encourage those who have pass the
exams to celebrate with Dairy Milk.
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CADBURY DAIRY MILK
Campaign: Miss Palampur
Target: Focusing on the adults.
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CADBURY DAIRY MILK
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 DairyMilk have changed from kids to adults-
including 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.
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Cadbury Dairy Milk is so omnipresent in the market that
without it even the word chocolate itself soundsincomplete.
Dairy Milk, the old classic, is still a favourite with
consumers beating all newer products
Cadbury Dairy Milkbrand promise is the most
delicious, best tasting chocolate. Today, India is the
second largest market for CDM in the world.
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SOURCES
Cadburyindia.com
Myiris.com
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