Dairy Milk Chocolate

delightful combination of milk hot coffee and white umber. well-favoured consumers anexciting reason to keep coming back into the fun filled arena of Cadbury. Our Journey Cadbury dairy milk has been the market leader in the deep brown category for years. Andhas ploughshareicipated and been a part of every Indians moments of happiness, joy andcelebration. Today, Cadbury dairy farm Milk al adept holds 30% value share of the Indianchocolate market. In the early 90s, chocolates were seen as meant for kids, usually a reward or a bribe forchildren.In the mid(prenominal) 90s the category was re-defined by the very popular Real Taste ofLife campaign, shimmy the counseling 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 ofspontaneity and shared well(p) feelings. The Real Taste of Life campaign had many memorable executions, which people stillfondly remember. However, the one with the girl danci ng on the cricket field hasremained etched in everyones memory, as the most spontaneous un-inhibitedexpression of happiness.This campaign went on to be awarded The ravel of the Century, in India at theAbby (Ad Club, Mumbai) awards. In the late 90s, 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 betrothal for chocolateconsumption amongst adults, by showcasing collective and shared moments. More recently, the Kuch Meetha Ho Jaaye campaign associated Cadbury Dairy Milkwith 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 theprestigious Cannes Advertising Festival 2006 for trounce use of internet and new media. The idea involved a hold fast with Reliance India Mobile redevelopment 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 too 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 humanness War, Cadbury Dairy Milk supported the war effort. Over 2,000male employees joined the fortify forces and Cadbury sent books, warm clothes andchocolates to the front. 38 Cadburys big Bytes Kuch meetha ho jaye uggests Cadbury India, its strike out ambassador Amitabh Bachchansmiling down the hoardings lined along Mumbais Marine Drive beneficial down to thecompanys corporate head office at Mahalakshmi. art object the chocolate major is waitingfor Diwali to see a turnaround in its business subsequently the wor ms controversy, at the momentits all about driving offshoot for the category, which has seen a decline since the prototypicalquarter 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 as well as 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 crop 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, in that location was need forinnovation 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 majors 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 carry the expertise. So the best way was to test-market the product and todaywe find that it has already bagged quin 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 handle as a snack in between meals.The aim of this excogitate is to evaluate the merchandise strategy of Cadburys Dairy Milk. To do this, I get out need to gather entropy about the product I leave ask a questionnaire which is a prim ary 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 milks marketing mix, these include product, price, promotion and place.After I have investigated these aspects I will conk out and evaluate my results from the Primary research. History of Dairy Milk and Cadbury Cadburys 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 worlds largest chocolate producers. By 1831 the business had changed from a grocery shop and John Cadbury had do 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 do by Cadburys popular in the United Kingdom and around the world. It was introduced in 1905. There are a number of vari eties including Fruit Nut and altogether Nut. And Fruit variety was available for a short time but was discontinued. In 2003 Cadburys made Dairy Milk into superbrand, bringing a number of variant 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