-Cadbury Dairy Milk

Started

in 1824 by John Cadbury in Birmingham, England Sold 16 kinds of drinking chocolates Dairy Milk chocolate bars have been in existence since 1905. Introduced in India in 1948 Fully owned subsidy of Kraft foods India Remains at the top of the Indian chocolate market

 Cadbury

Dairy milk Cadbury celebration Bourneville 5 star Perk Gems Toblerone

Target Customer
Real Taste of Life Pappu Pass Ho Gaya Miss Palampur Kuch Meetha Ho Jaaye ShubhAarambh

Ad Campaign
Child in adult Youngsters Rural masses Conversion of sweet consumers to chocolate for special occasions

Targeting the belief of Indians that anything begun by having something

 Three

things

Geographically catering to the impulse purchasers the gift segment

 started

its operation in India their main buyers were children and the youth who brought chocolates to celebrate special occasion. kuch meetha ho jaye- target all the age groups

 Youth

see with word Cadbury as a synonym for chocolate others see it as synonyms for sweet and love and bliss. n India it positioned itself as spontaneous, special, carefree, real moments (Mazza aa gaya) in the initial stage Shubh Aarambh- the traditional sweet/ bhog to gods.

 Children-

desire for chocolate Youth- Gift Parents- Care of own children Old age- after having lunch or dinner as a sweet

 Purchase

as a gift - Cadbury Dairy Milk Celebrations As a snack As a dessert

 Impulse

buying Festive season Special Occasions

 Consumers

are influenced to buy a particular brand/product based on the following criteria in the order of importance: