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Introduction..
Dairy Milk is a brand of chocolate bar made by Cadbury. Introduced in 1905, but it came to India in 1948.
Today it has five company owned manufacturing facilities at Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and four sales offices. Dairy milk alone holds 30% value share of the Indian chocolate market.
QUICK FACTS
Cadbury Dairy Milk is sold in over 30 countries across the globe. A bar of CDM is sold around the world every 2 seconds. Every year enough CDM is sold to wrap the world 4 times. Besides Cadbury Dairy Milk, Fruit & Nut and Whole Nut are two of the best loved varieties . The largest chocolate bar in the world - a giant block nearly 9ft high, 4ft wide and weighing 1.1 tonnes - was made by Cadbury Dairy Milk in 1998.
CADBURYINDIA
1. ADVERTISEMENTS
1. TV commercials 2. HOARDINGS 3. MAGAZINES 4. INTERNET
The biggest challenge for Cadbury to reinstate faith of consumers after the worm controversy. Post controversy, approached Amitabh Bachchan to calm the nerves.. Hence the Kuch meetha ho jaaye campaign was introduced. Projected chocolates as a substitute to mithai (sweets) and cheered people to have chocolate on every joyous occasion.
Core target group, consumers in the age group of 15-35 years Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the concept of anticipating the occurrence of something good after consuming the chocolate , a substitute for mithai The campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers.
2. INTERNET MEDIA
MAGAZINES
CONTINUE
Many articles about CDM in magazines like TEHELKA
HOARDINGS
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Hoardings to attract customers Catch attention of kids very easily Make a person urge to buy.
SALES PROMOTION
Sales promotion includes many kinds of incentives and techniques designed to produce immediate or short-term sales or to increase the sales of products.. Cadbury dairy milk is involved in two types of sales promotion activities: 1. Consumer oriented sales promotion. 2. Trade oriented sales promotion.
Quantity deal
Cadbury offer discounted schemes under customer oriented sales promotion strategy to increase the sales of product like.. More to share-it offers 250 g pack of chocolate at the cost of 200g pack and offer 50g extra to their customer.
Combo pack
Cadbury also offer combo pack scheme during the festival season like-Diwali and Rakhi. It increases the sale of company Benefited to customer by offering value added product
Consumer contest
Cadbury also organised many contest to get attraction and to increase the intraction with the customer. www.meethamoments.com include many competition for consumer like.. Story writing What is next? Painting competition etc.
Visicoolers: visicooler serves the need for cooling while still maintaining the visibility of the product. 2. Jars: These are provided to small outlets, where they are prominently displayed.
2.
Sponsorship
The brand has tied up with the popular TV show, Kaun Banega Crorepati (KBC) 4 and is the key sponsor for it.
Product Publicity
Tie-up with Reliance India Mobile service.
Press release
Cadbury India celebrates story of the Purple Reign
Cadbury's Purple Reign: The Story behind Chocolate's Best-Loved Brand launched in India