Case presentation on Cadbury’s Dairy Milk

Group # 11Mayuresh Sharma(65)

Manoj Jindal(114)Sameer Gupta(83)

Sandeep Kumar(100)

Background

• In 1905 Cadburys dairy milk launched in U.K.

• By 1913, became a brand leader.

• Began operations in India in 1948 by importing and repacking before distribution in Indian market.

Challenges faced in Indian Market• Had to get people accustomed to chocolates,

primarily seen as western taste.• Reaching to masses with a lot of diversity and

varied interests.• To make Dairy Milk a nationalized brand and

make it appear indianised.

CADBURY DAIRY MILKCADBURY DAIRY MILK

• Encapsulates an enormous breadth of emotions,from shared values Encapsulates an enormous breadth of emotions,from shared values such as family togetherness to the personal values of individual such as family togetherness to the personal values of individual enjoyment.It stands for goodnessenjoyment.It stands for goodness

• USP – Taste of ChocolateUSP – Taste of Chocolate (picture of milk pouring into the chocolate)(picture of milk pouring into the chocolate)

• Main marketing strategy used is changing perception in mind of Main marketing strategy used is changing perception in mind of customers by stimuli through different advertisementscustomers by stimuli through different advertisements

• The targeted customers of Diary Milk has been changing from time The targeted customers of Diary Milk has been changing from time to time in order to increase customer base and reach to masses.to time in order to increase customer base and reach to masses.

Shift in FocusShift in Focus

• Advertisements of the milk pouring in to the Cadbury’s Diary Advertisements of the milk pouring in to the Cadbury’s Diary Milk choclate block served for many yearsMilk choclate block served for many years

• In 1990s ,Cadbury faced difficulties with consumer preception In 1990s ,Cadbury faced difficulties with consumer preception of product itselfof product itself

• Chocolates was considered to be for children alone and could Chocolates was considered to be for children alone and could not be targeted at adult audiencenot be targeted at adult audience

• Consumption restricted to children resulted in to brand Consumption restricted to children resulted in to brand stagnationstagnation

Category redefinitionCategory redefinition

• By ‘Real Taste of Life’ By ‘Real Taste of Life’ campaigncampaign

• Shifting focus from “just for Shifting focus from “just for kids” to the “kids in all of kids” to the “kids in all of us”us”

• Advertisement with the girl Advertisement with the girl dancing on the cricket fields dancing on the cricket fields communicating new focus communicating new focus won advertisement awardswon advertisement awards

Brand PenetrationBrand Penetration

During late 90’sDuring late 90’s

• Campaign: ‘Khanewalon ko Campaign: ‘Khanewalon ko khane ka bahana chahiye’.khane ka bahana chahiye’.

• Target: widening chocolate Target: widening chocolate consumption among the consumption among the massesmasses

CelebrationCelebration

• Come up with celebration Come up with celebration concept knowing the concept knowing the importance of Indian attach importance of Indian attach to the consumption of to the consumption of sweets and giving them as sweets and giving them as gifts to relatives and friends gifts to relatives and friends during important festivals during important festivals

• Come up with inscription Come up with inscription “With Seasons Greetings”“With Seasons Greetings”

Joy & CelebrationJoy & Celebration

• Campaign: ‘pappu pass ho Campaign: ‘pappu pass ho gaya’.gaya’.

• Target: encourage those Target: encourage those who have pass the exams to who have pass the exams to celebrate with Dairy Milk.celebrate with Dairy Milk.

• Signalled the symbol of Signalled the symbol of Diary Milk as a sign and Diary Milk as a sign and cause of celebration and joycause of celebration and joy

Shubh AarambhShubh Aarambh

More recentlyMore recently

• Campaign: ‘Campaign: ‘Shubh Shubh AarambhAarambh”.”.

• Target: Associate Target: Associate Cadbury with every new Cadbury with every new occasion.occasion.

Controversy FacedControversy Faced

• In December 2003,packets of In December 2003,packets of Dairy Milk found to be Dairy Milk found to be infested with Worms.infested with Worms.

• Loss of sale of 3-5%Loss of sale of 3-5%

• Prevention by Double Prevention by Double Packaging and campaign Packaging and campaign “Don’t worry be happy” “Don’t worry be happy” launched with Amitabh launched with Amitabh BachanBachan

CADBURY DAIRY MILKCADBURY DAIRY MILK

With proactive marketing campaign the With proactive marketing campaign the prospective customers of Cadbury Dairy Milk prospective customers of Cadbury Dairy Milk have changed from kids to adults-including have changed from kids to adults-including every family member to celebrate any every family member to celebrate any occasion with Dairy Milk.occasion with Dairy Milk.