KUCH MEETHA HO JAYE

• 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.

INTRODUCTION

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MARKET SEGMENTATION

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MARKET SEGMENTATION

• IN THE EARLY 90'S, IT WAS SEEN AS “MEANT FOR KIDS”

• USUALLY REWARDS OR A BRIBE FOR CHILDREN

• IN THE MID 90'S THE CATEGORY WAS RE- DEFINED BY THE VERY POPULAR “REAL TASTE OF LIFE” CAMPAIGN

• FOCUS SHIFTED FROM “JUST FOR KIDS” TO THE “KID IN ALL OF US”

• PERFECT EXPRESSION OF 'SPONTANEITY' AND 'SHARED GOOD FEELINGS‘

• POTENTIAL MARKET IN RURAL AREA WAS TARGETED

TARGETING

• “KUCH MEETHA HO JAAYE” : CELEBRATORY OCCASIONS

• “SHUBHARAMBH = KUCH MEETHA HO JAYE” : TO START ANY NEW WORK

• “KUCH MEETHAS HO JAYE”: TO SPREAD LOVE AND HAPPINESS AMONG PEOPLE

POSITIONING

• BRAND NAME

• BRAND AMBASSADOR

• JINGLE

BRAND INVENTORY

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AD CAMPAIGN: KUCH MEETHA HO JAYE

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AD CAMPAIGN: KUCH MEETHA HO JAYE

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Point of Parity

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Point of Differences

• DAIRY MILK IS POSITIONED TOWARDS A VERY LARGE AUDIENCE FROM AGES 4 – 50 YEARS

COMMUNICATION STRATEGY

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COMMUNICATION STRATEGY

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PROMOTIONAL STRATEGIES