1. WELCOME TO THE DELICIOUS WORLD OF
CADBURY DAIRYMILK

2. PRESENTED BY:
ADITYA KUMAR MITRA-186
SARBARTHA DAS-13
SURAJ PRASAD DAS-173

3. 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.

4. 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

5. 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 QUICKLYAND
REDUCE PERCEIVED RISKS WHEN
PURCHASING A NEW LAUNCHED BRAND

6. MARKETING CONCEPT
 Production concept
-Widely available
-Inexpensive
E.g. dairy milk
 Product concept
-Good quality
- innovative features
-Improvisation
E.g. dairy milk silk

7. 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.

8. 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.

9. PROMOTION
ASLI SWAAD
ZINDAGI KA
SHUBH
ARAMBH
PAPPU PASS
HO GAYA
DIL JO KEH
RAHA HAI
SUNO
KUCH MEETHA
HO JAYEIN

10. 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

11. MARKET SCENARIO
Market leader with 67% market share in chocolate Industry with 30%
contribution by Dairy milk.
Cadbury
67%
Nestle
21%
Ferrero
6%
Others
6%
MARKET SHARE

12. FEW ADVERTISEMENTS
 THE “REAL TASTE OF LIFE” WITH THE GIRL
DANCING ON THE CRICKET FIELD”
 THE MESSAGE:’DAIRY MILK IS FOR
ENJOYMENT’.

13. ADS…
DURING LATE 90’S
 CAMPAIGN:’KHANEWALON KO KHANE KA
BAHANA CHAHIYE’
 TARGET: WIDENING CHOCOLATE
CONSUMPTION AMONG THE MASSES

14. ADS…
 CAMPAIGN:’KUCH MEETHA HAI KHANA AAJ
PEHLI TAAREEKH HAI’

15. ADS…
MORE RECENTLY
 CAMPAIGN:’KUCH METHA HO JAYE’
 TARGET TO ASSOCIATE CADBURY WITH
CELEBRATORY OCCASION

16. ADS…
 CAMPAIGN:’SUBHH AARAMBH’
 TARGET: THE YOUTH WHO HAVE COME OF
AGE BUT STILL HAVE INDIAN VALUES IN
THEIR HEART.

17. ADS…
 CAMPAIGN:’PAPPU PASS HO GAYA’
 TARGET: ENCOURAGE THOSE WHO HAVE
PASS THE EXAMS TO CELEBRATE WITH
DAIRY MILK

18. ADS…
NEW IN MARKET
 PRODUCT:DARK CHOCOLATE
DRY FRUIT COLLECTION FOR
DIWALI
 TARGET: MILK AS A GIFT

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