Dairy Milk Chocolate

1033 WordsApr 4, 20135 Pages
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…show more content…
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

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