Sabah Afzal

0051

Adp 1-A

Identification of S.T.P
Identification of Product/Brand:
Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury, except in the United States where it is made by The Hershey Company. It was introduced in the United Kingdom in 1905 by and now consists of a number of products. Every product in the Dairy Milk line is made with exclusively milk chocolate. Cadbury is a confectionery company owned by Kraft Foods and is the industrys secondlargest globally after Mars, Incorporated. With its headquarters in London, England.

Identification of S.T.P: i. Segmentation:

Geographically, Dairy Milk bars are segmented by consumer preferences in the area and are sold more predominantly in regions which consume more snack/junk food. Dairy Milks are often stocked in convenience stores and the check-out aisles of supermarkets due to impulse purchasers who are buying the chocolate for purchase and consumption now. They may be purchased for self consumption or for gifts/treats for others.

ii.

Targeting:
1905, purchasers of Dairy Milk have shifted from being children to adults. In this decade, purchases are now basically anyone looking to celebrate any occasion (or lack of occasion.)

iii.

Positioning:
Cadbury Dairy Milk excels at positioning. Not only can the chocolate bars have many different positions based on which segment they are in, but also none of the positions damper the effects of other positions! Youth see with word Cadbury as a synonym for chocolate, others see it as synonyms for sweet and love and bliss. In regions, such as India, it is positioned as spontaneous, special, carefree, real moments

Identification of value preposition:

Dairy milk also gave some famous dialogues from the ads which people remember always. They were also the care brand elements of Dairy Milk. Let us see them below: The real Taste of Life- A girl dancing on Cricket Field Kuch Meetha Ho Jae Khane walo ko Khane ka Bahana Chahiye Pappu Paas ho Gaya Aaj Pehli Tareekh Hai Shubh Aarambh All these above dialogues were the very famous and popular ads of Dairy Milk. By this ad they wanted to convey to the people that for eating Dairy Milk they do not have to wait for any occasion. They can just have it. Whether they are happy or sad, But Dairy Milk can be taken in any of the mood.

Demonstration: