1. CADBURY DAIRY MILK
by
ARISE ROBY
1ARISE SOFT SKILL TRAINING & RESEARCH CENTER

2. 2ARISE SOFT SKILL TRAINING & RESEARCH CENTER

3. 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
3ARISE SOFT SKILL TRAINING & RESEARCH CENTER

4. 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 when purchasing a newly launched brand.
4ARISE SOFT SKILL TRAINING & RESEARCH CENTER

5. CADBURY DAIRY MILK
TARGETED CUSTOMERS
The targeted customers of Diary Milk has been
changing from time to time and
advertisement to advertisement.
5ARISE SOFT SKILL TRAINING & RESEARCH CENTER

6. CADBURY DAIRY MILK
A FEW ADVERTISEMENTS
 The ‘RealTaste of Life’ with the girl dancing
on the cricket fields.
 The message: ‘Dairy Milk is for enjoyment’
6ARISE SOFT SKILL TRAINING & RESEARCH CENTER

7. CADBURY DAIRY MILK
During late 90’s
 Campaign: ‘Khanewalon ko khane ka bahana
chahiye’.
 Target: widening chocolate consumption
among the masses
7ARISE SOFT SKILL TRAINING & RESEARCH CENTER

8. CADBURY DAIRY MILK
More recently
 Campaign: ‘kuch metha ho jaye’.
 Target: to associate Cadbury with celebratory
occasion.
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9. 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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10. CADBURY DAIRY MILK
NEW IN MARKET
Products: Dark chocolate
Dry fruit collection for diwali.
Target: Dairy Milk as a gift.
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11. CADBURY DAIRY MILK
 Conclusion
The prospective customers of Cadbury Dairy
Milk have changed have changed from kids to
adults-including every family member to
celebrate any occasion with Dairy Milk.
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12. SOURCES
 Cadburyindia.com
 Myiris.com
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13. 13ARISE SOFT SKILL TRAINING & RESEARCH CENTER