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A.) CUSTOMER DEFINITION

Present:The prospective customers for Cadbury Dairy Milk have changed from Kids to adults including every member of the family to

celebrate any occasion with a Cadbury Dairy Milk.

Roughly Cadbury’s customer can be defined as Kids of all age groups and Women as they indulge in impulsive buying when it comes to chocolates.

Potential for widening base:Cadbury has a huge market and it has potential to widen it by providing products for:

• People overtly concerned with their weight and health: by coming up with low fat chocolates

• Old people

B.) CUSTOMER NEED

Present:• Can come up with more flavours and varieties

similar to the foreign market.

Potential for increasing need:• By coming up with low fat chocolates

• By coming up with a sugar free version

C.) Changes in Product:• PACKAGING: Cadbury Dairy Milk has come up with various changes in terms of packaging.

D.) Changes in Price:WEIGHT (gm) PRICE

10.5 5

22 10

40 20

42CRACKLE 25

95 50

80 FRUIT & NUT 55

165 90

PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.

COMPETETIVE PRICING.

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.

EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

E.) Changes in Promotion:DURING LATE 90’S:

Campaign: Asli swaad Zindagi kaTarget: Widening chocolate consumption among masses, majorly youth.

MORE RECENTLY:

• Campaign: Kuch meetha ho jaye• Target: Target to associate Cadbury with celebratory occasion

• Campaign: Pappu pass ho gaya• Target: Encourage those who have passed exams to celebrate with

Dairy Milk

• Campaign: Aak pehli tareek hai• Target: To celebrate pay day/ salary day

PRESENT:• Campaign: Meethe mein kuch meetha ho jaye• Target: To add feel good value to the product.