Dairy milk

WELCOME TO THE DELICIOUS WORLD OF CADBURY DAIRYMILK

PRESENTED BY:

ADITYA KUMAR MITRA-186

SARBARTHA DAS-13

SURAJ PRASAD DAS-173

DAIRY MILK

CADBURY FACTS INTRODUCTION TO CADBURY

FOUNDED BY JOHN CADBURY IN 1824.

ENTERED INDIA IN 1948.

MERGER WITH SCHWEPPES IN 1969 AND DEMERGER IN 2008

ACQUISITION BY KRAFT FOODS IN 2010

KRAFT SPLITS INTO 2 COMPANIES IN OCTOBER 2012

CADBURY- A SUBSIDIARY OF MONDALE INTERNATIONAL.

DAIRYMILK LAUNCHED DAIRYMILK IN 1905 IN ENGLAND.

INTRODUCED IN 1984 IN INDIA

BRAND IDENTITY- GLASS AND HALF FULL LOGO

EXTENDING ITS LINE BY ADDING DIFFERENT INGREDIENTS E.G HASELNUTS, ALMONDS, CASHEWNUTS

SUB BRAND-DAIRYMILK SILK AND ITS VARIANTS

PRODUCT VARIETY-23 VARIETIES

NEED FOR MARKETING

STRONG BRANDS ARE VERY IMPORTANT IN THE CHOCOLATE CONFECTIONARY MARKET

ALMOST 80% OF CHOCOLATE PURCHASE ARE MADE ON IMPULSE

CONSUMERS USE BRAND AND PACKAGING TO RECOGNISE PRODUCT QUICKLY AND REDUCE PERCEIVED RISKS WHEN PURCHASING A NEW LAUNCHED BRAND

MARKETING CONCEPT Production concept

-Widely available

-Inexpensive

E.g. dairy milk

Product concept

-Good quality

- innovative features

-Improvisation

E.g. dairy milk silk

1) Segmentation:-- Gift segment- Dessert segment

2) Target audience:--All age groups. -Prospective customers - range from 5 to 60 years of age.

3) Positioning:- As an alternative to traditional Indian sweets and desserts.

PRICE

Low costing for basic product 

From Rs. 5 to Rs. 20

Moderate price of variants- priced between Rs 35 to RS 60

Premium segment (premium pricing strategy)

—Cadbury Dairy Milk Silk, a brand priced at Rs. 60 for 60

grams  Rs. 150 for 160 grams available in Milk chocolate,

Roast Almond and Fruit & Nut variants.

PROMOTION

ASLI SWAAD ZINDAGI KA

SHUBH ARAMBH

PAPPU PASS HO GAYA

DIL JO KEH RAHA HAI

SUNO

KUCH MEETHA HO JAYEIN

PLACE:- Presence

- Available in 33 countries

- India among Cadbury's top 12 global markets

Distribution network in India

- Four sales offices

- 2500 distributors

- 5,50,000 retailers

- Non retail chains

MARKET SCENARIO

Market leader with 67% market share in chocolate Industry with 30% contribution by Dairy milk.

Cadbury67%

Nestle21%

Ferrero6%

Others6%

market share

FEW ADVERTISEMENTS

THE “REAL TASTE OF LIFE” WITH THE GIRL DANCING ON THE CRICKET FIELD”

THE MESSAGE:’DAIRY MILK IS FOR ENJOYMENT’.

ADS…

DURING LATE 90’S

CAMPAIGN:’KHANEWALON KO KHANE KA BAHANA CHAHIYE’

TARGET: WIDENING CHOCOLATE CONSUMPTION AMONG THE MASSES

ADS…

CAMPAIGN:’KUCH MEETHA HAI KHANA AAJ PEHLI TAAREEKH HAI’

ADS…

MORE RECENTLY

CAMPAIGN:’KUCH METHA HO JAYE’

TARGET TO ASSOCIATE CADBURY WITH CELEBRATORY OCCASION

ADS…

CAMPAIGN:’SUBHH AARAMBH’

TARGET: THE YOUTH WHO HAVE COME OF AGE BUT STILL HAVE INDIAN VALUES IN THEIR HEART.

ADS…

CAMPAIGN:’PAPPU PASS HO GAYA’

TARGET: ENCOURAGE THOSE WHO HAVE PASS THE EXAMS TO CELEBRATE WITH DAIRY MILK

ADS…

NEW IN MARKET

PRODUCT:DARK CHOCOLATE

DRY FRUIT COLLECTION FOR DIWALI

TARGET: MILK AS A GIFT

CONCLUSION

THE PROSPECTIVE CUSTOMERS OF CADBURY DAIRY MILK HAVE CHANGED FROM KIDS TO ADULT –INCLUDING EVERY MEMBER TO CELEBRATE ANY OCCASION WITH DAIRY MILK

Thank you!