delightful combination of milk chocolate and white chocolate. Giving consumers anexciting reason to keep coming back into the fun filled world of Cadbury. Our Journey: Cadbury Dairy Milk has been the market leader in the chocolate category for years. Andhas participated and been a part of every Indian’s moments of happiness, joy andcelebration. Today, Cadbury Dairy Milk alone holds 30% value share of the Indianchocolate market. In the early 90’s, chocolates were seen as ‘meant for kids’, usually a reward or a bribe for children.
In the Mid 90’s the category was re-defined by the very popular `Real Taste of Life’ campaign, shifting the focus from `just for kids’ to the `kid in all of us’. It appealedto the child in every adult. And Cadbury Dairy Milk became the perfect expression of ‘spontaneity’ and ‘shared good feelings’. The ‘Real Taste of Life’ campaign had many memorable executions, which people stillfondly remember. However, the one with the “girl dancing on the cricket field” hasremained etched in everyone’s memory, as the most spontaneous ; un-inhibitedexpression of happiness.
This campaign went on to be awarded ‘The Campaign of the Century’, in India at theAbby (Ad Club, Mumbai) awards. In the late 90’s, to further expand the category, the focus shifted towards wideningchocolate consumption amongst the masses, through the ‘Khanewalon Ko Khane Ka37 Bahana Chahiye’ campaign. This campaign built social acceptance for chocolateconsumption amongst adults, by showcasing collective and shared moments. More recently, the ‘Kuch Meetha Ho Jaaye’ campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase “Pappu Pass Ho Gaya” became part of streetlanguage.
It has been adopted by consumers and today is used extensively to express joyin a moment of achievement / success. The interactive campaign for “Pappu Pass Ho Gaya” bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for ‘Best use of internet and new media’. The idea involved a tie-up with Reliance India Mobile service and allowed students tocheck their exam results using their mobile service and encouraged those who passedtheir examinations to celebrate with Cadbury Dairy Milk.
The ‘Pappu Pass Ho Gaya’ campaign also went on to win Silver for The Best IntegratedMarketing Campaign and Gold in the Consumer Products category at the EFFIES 2006(global benchmark for effective advertising campaigns) awards. During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000male employees joined the armed forces and Cadbury sent books, warm clothes andchocolates to the front. 38 Cadbury’s big Bytes Kuch meetha ho jaye uggests Cadbury India, its brand ambassador Amitabh Bachchansmiling down the hoardings lined along Mumbai’s Marine Drive right down to thecompany’s corporate head office at Mahalakshmi. While the chocolate major is waitingfor Diwali to see a turnaround in its business after the worm’s controversy, at the momentit’s all about driving growth for the category, which has seen a decline since the firstquarter of this year. Being the market leader in chocolates with a 70 per cent share, the company hasattempted to stretch the boundaries within chocolate confectionery.
It has also beenadventurous in unleashing a brand new category within chocolate early this year. Introducing the concept of sweet snacking, it launched Cadbury Bytes in the south withthe positioning `Snacking ka meetha funda. ‘ The product is a crunchy wafer pillow with achoco-cream centre and is being rolled out nationally. 39 Explaining the need to introduce this new category, Bharat Puri, Managing Director,Cadbury India, says, “While we were sure of our core competencies, there was need for innovation to deliver double-digit growth.
What we found was that we were under-represented in the area of snacking on the go and that there was a need for a light crunchysnack. ” While entry into salted snacks was ruled out, sweet snacks were the obviouschoice, and Bytes is unique to the chocolate major’s Indian portfolio. Getting the right product and packaging was a challenge for the company. It has sub-contracted the product to get the volumes and is poised for a national launch.
Adds Puri,”After all this was the first category anywhere in the world that Cadbury was entering andwe did not have the expertise. So the best way was to test-market the product and todaywe find that it has already bagged five per cent of the chocolate market. “The company has no apprehensions of cannibalization of its chocolate brands. It believesthat while its chocolates are more of indulgence products, Bytes is about snacking whenone is hungry and can be treated as a snack in between meals.
The aim of this project is to evaluate the marketing strategy of Cadbury’s Dairy Milk. To do this, I will need to gather information about the product; I will ask a questionnaire which is a primary research method. Then I will also gain some secondary research, this will be achieved by searching the internet for information and from a product information letter from Cadbury. I will investigate all aspects of Dairy milk’s marketing mix, these include: product, price, promotion and place.
After I have investigated these aspects I will analyse and evaluate my results from the Primary research. History of Dairy Milk and Cadbury Cadbury’s started as a one-man business, opened in 1824 by a Quaker, John Cadbury, in Bull Street Birmingham, was to be the foundation of Cadbury Limited, now one of the world’s largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had become a manufacturer of drinking chocolate and cocoa, the start of the Cadbury manufacturing business as it is known today.
Dairy Milk is a brand of chocolate bar made by Cadbury’s popular in the United Kingdom and around the world. It was introduced in 1905. There are a number of varieties including Fruit ; Nut and Whole Nut. And ‘Fruit’ variety was available for a short time but was discontinued. In 2003 Cadbury’s made Dairy Milk into superbrand, bringing a number of different products under the Dairy Milk branding. For example Wispa bars were phased out and replaced by “Dairy Milk with bubbles”. As of 2004, there are ten varieties of Dairy Milk produced in the UK