Dairy Milk

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Kanu Arora 64Mahak Arora 67Manu Singh 69Surbhi Gupta 106

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In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1913.

In 1933 dairy milk went out of production briefly then came back in 1934. By this point, Cadbury's was the brand leader in the United Kingdom In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar

Cadbury India began its operations in India in 1948 by importing chocolates. The corporate head office is in Mumbai.

It products includeCadbury Dairy Milk, 5-star, Perk, Gems, Eclairs, BournvitaCelebrations and

Bilkul

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Cadbury India announced the launch of Cadbury Dairy Milk Silk, as its premium

offering. Positioning it as smoother, creamier and chunkier.

A brand priced at Rs 49 for 69 grams and Rs 99 for 160 grams available in Milk

chocolate, Roast Almond and Fruit & Nut variants.

Globally, premium chocolate accounts for about a quarter of the market in terms of value, but just 10 per cent of the total volume

Cadbury used cocoa but to give silk a smother and creamier taste it used milk-butter.

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The advertisements and promotions have been designed to highlight the “eat” experience. Also, the promotions carry forward Dairy Milk’s long-standing theme of happiness.

Kiss Me…. Close Your EyesMiss Me….. Close Your EyesKiss MeI can wet your lips and your fingertips and Happiness in your EyesKiss Me, Close Your EyesMiss Me, Close Your Eyes

For Silk, it has come out with a full 360 degree campaign that includes three television commercials, outdoor, print and internet.

‘Have you felt Silk lately?’

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But there are downsides too…

The taste is not as rich and enticing as the normal Cadbury Dairy Milk Chocolate.

Silk is good, no doubt, but the feeling that it generates inside your mouth is not as strong as it is in Dairy Milk normal.

Milk-butter helps give the chocolate a smoother taste, but melts at a lower temperature. So, they can offer it only in those retail shops that have an air conditioner

A printed foil is used to wrap the chocolate bar which has transferrable ink on it which would not be edible. This may be a significant health risk to the customers of cadbury. But the company is working on it.

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For us chocolate is always special, desired and pleasurable, in whatever form it

is. A bar which melts right in front of you and covers your fingers and you lick and slurp all the way to the foil’s corner is definitely applaudable.

The rationale for the launch is simple:

“distinct products add to growth..!!”

They already have 70 per cent of the Rs 2,000 crore chocolate market in India and now with the retail environment changing, Silk will help them tap into a wider audience.

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Thank you..!!