Cadbury Presentation

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Cadbury Presentation

  1. 1. Cadbury- Dairy Milk Presented by A-wing students- Anindita Choudhury Deepika Agrawal Diya Mazumder Joyeeta Sarkar Nabeela Khaled Nahid Anjum Poulami Paul Sana Khan
  2. 2. Agenda• History• Initial Positioning• Repositioning• Advertisement Campaigns
  3. 3. History• 1897- Cadbury manufactured its first milk  chocolate.• 1904- A new recipe is perfected by George  Cadbury Junior for milk chocolate.• 1905- Cadbury launched Dairy Milk into the  market.• 1913-  Dairy Milk became Cadburys best-selling  line.
  4. 4. Initial positioning• Cadbury Dairy Milk has been the market leader in the  chocolate category for years.• In the early 90s  chocolates were portrayed as  meant for  kids‘.• It was then re-defined by `Real Taste of Life campaign  shifting the focus from `Just for kids to the `Kid in all of  us‘.• It became the perfect expression of spontaneity and  shared good feelings..
  5. 5. Repositioning• In the late 90s Cadbury went on for Product Line  extension.• The focus shifted towards widening chocolate  consumption amongst the masses.• It started  Khanewalon Ko Khane Ka Bahana Chahiye  campaign for chocolate consumption amongst adults.• Kuch Meetha Ho Jaaye campaign was meant for  celebrating special occasions.• "Pappu Pass Ho Gaya“-  A reason to celebrate  achievements.
  6. 6. Dairy Milk
  7. 7. Thank You

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