Cadbury Dairy Milk initially targeted children in the 1990s but shifted its focus to adults as sales among kids were not growing rapidly. It targeted various adult segments through campaigns associated with celebrations, festivals, and occasions. Cadbury Dairy Milk is now India's leading chocolate brand, selling around 1 million bars daily and touching nearly all consumer segments in the country.
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"Product positioning" is a marketing technique
intended to present products in the best
possible light to different target audiences.
The method is related to "market
segmentation" in that an early step in major
marketing campaigns is to discover the core
market most likely to buy a product
IBS Bangalore Class of 2014
4. 4
Traditional market
In the early 1990s, it tried to cater to the sweet tooth of the
children. Cadbury’s chocolates were meant basically for
the kids and the ads also revolved around that concept
only in which parents were seen trying to bribe or reward
their children with Cadbury’s dairy milk chocolates.
IBS Bangalore Class of 2014
5. 5
Depending on just the kids as the market was a bit risky and
as sales in this segment were not growing rapidly so Cadbury
shifted the focus from kids to the adults. And then they tried to
target them taking advantage of different Indian events.
Reason For Shifting to Different Segments
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6. 6
Shifting target from one traditional target market to different
segments of the market with the same product or by adding some
feature to the same existing product and creating its position in new
market segments.
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Reasons/Benefits
Targeting Large Population
To Enhance Sales
For Expansion purpose
Better Marketing performance
Proper Distribution of product in the market
Better Marketing Efforts.
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Campaign: “kid in all of us” , “Real Taste of Life” & “Kuch
Khaas Hai Zindagi mein”.
Target: Cadbury started to target adults with these
campaign. These campaigns have been so touching that it
made people go for them for sure and without the fear of
eating them in public.
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11. 11
Campaign: “Khanewalon ko khane ka bahana chahiye”
Target: The strategy changed by letting out the secret that
“everyone has a child inside “ and thus everyone craves for
the taste of chocolate. It now catered from children to
adults and from chocolate to mithai.
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13. 13
Campaign: “Kuch metha ho jaye”
Target: They identified sweets to be a very integral part of
the Indian culture. To associate Cadbury with celebratory
occasion. Cadbury’s is now a popular gift-item for festivals
such as Raksha Bandhan and Diwali.
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Campaign: ‘Pappu pass ho gaya’
Target: Acknowledged the market potential for college-
going youth. The treats for passing exams were now a
Cadbury Dairy Milk instead of a mithai. It then became a
street buzz and got huge success. its message spread all
over
“Jab pappu paas ho jaye toh kuch meetha ho jaye”.
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17. 17
Campaign: “Miss Palampur”
Target: Focusing on the adults. To appeal to the rural
consumers an advertisement under Kuch meetha ho jaye
campaign was launched as
“Radha Miss Palampur ban gaye”. A small package was
introduced with the price of Rs. 5 and was considered
affordable for rural consumers.
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Pay Day Campaign:
“Meetha hai khana,aaj pehli tareek hai”
Target : It tries to bring forth the excitement, which lies in
the minds of the general public as they wait for the first
date of each month on the calendar. The monthly salary
stashed in their hands enables them to celebrate and
rejoice by spending it on Cadbury’s Dairy Milk. Consumers
in the age group of 15-35 years.
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Campaign : “Is Diwali aap kise khush kar rahe hain”
Target : This was important as in India people are very fond
of having of having something sweet on the festival
occasions. Then after capturing most of the adult market
segments what was left for the company, at this moment it
seemed that Cadbury’s had done it all, but for them it was
just the beginning as they now decided to target the
Festival occasions in India through the ad campaign “Is
Diwali aap kise khush kar rahe hain”.
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Campaign:“Shubh aarambh”
(meaning Auspicious Beginning)
Target : Shubh Aarambh is driven by an effort to refresh the
take on 'Kuch Meetha Ho Jaye'. This is an effort to merge
the concept of a happy start - Shubh Aarambh - with
relevant occasions such as marriage, a new job and the
onset of a purposeful journey.
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The prospective customers of Cadbury Dairy Milk have
changed from kids to adults-including every family
member to celebrate any occasion with Dairy Milk.
Dairy milk alone holds 30% value share of the Indian
chocolate market. sells around 1 million bars a day. It
has now touched mainly all segments spreading its
sweetness to all.
IBS Bangalore Class of 2014
