dairy milk
TRANSCRIPT
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WELCOME TO THE DELICIOUS WORLD OF CADBURY DAIRYMILK
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PRESENTED BY:
ADITYA KUMAR MITRA-186
SARBARTHA DAS-13
SURAJ PRASAD DAS-173
DAIRY MILK
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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.
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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
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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
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MARKETING CONCEPT Production concept
-Widely available
-Inexpensive
E.g. dairy milk
Product concept
-Good quality
- innovative features
-Improvisation
E.g. dairy milk silk
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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.
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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.
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PROMOTION
ASLI SWAAD ZINDAGI KA
SHUBH ARAMBH
PAPPU PASS HO GAYA
DIL JO KEH RAHA HAI
SUNO
KUCH MEETHA HO JAYEIN
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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
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MARKET SCENARIO
Market leader with 67% market share in chocolate Industry with 30% contribution by Dairy milk.
Cadbury67%
Nestle21%
Ferrero6%
Others6%
market share
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FEW ADVERTISEMENTS
THE “REAL TASTE OF LIFE” WITH THE GIRL DANCING ON THE CRICKET FIELD”
THE MESSAGE:’DAIRY MILK IS FOR ENJOYMENT’.
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ADS…
DURING LATE 90’S
CAMPAIGN:’KHANEWALON KO KHANE KA BAHANA CHAHIYE’
TARGET: WIDENING CHOCOLATE CONSUMPTION AMONG THE MASSES
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ADS…
CAMPAIGN:’KUCH MEETHA HAI KHANA AAJ PEHLI TAAREEKH HAI’
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ADS…
MORE RECENTLY
CAMPAIGN:’KUCH METHA HO JAYE’
TARGET TO ASSOCIATE CADBURY WITH CELEBRATORY OCCASION
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ADS…
CAMPAIGN:’SUBHH AARAMBH’
TARGET: THE YOUTH WHO HAVE COME OF AGE BUT STILL HAVE INDIAN VALUES IN THEIR HEART.
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ADS…
CAMPAIGN:’PAPPU PASS HO GAYA’
TARGET: ENCOURAGE THOSE WHO HAVE PASS THE EXAMS TO CELEBRATE WITH DAIRY MILK
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ADS…
NEW IN MARKET
PRODUCT:DARK CHOCOLATE
DRY FRUIT COLLECTION FOR DIWALI
TARGET: MILK AS A GIFT
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CONCLUSION
THE PROSPECTIVE CUSTOMERS OF CADBURY DAIRY MILK HAVE CHANGED FROM KIDS TO ADULT –INCLUDING EVERY MEMBER TO CELEBRATE ANY OCCASION WITH DAIRY MILK