Kitkat vs Perk in 1995 Good quality, moderately priced chocolate for all age groups and classes which can be had anywhere anytime Wafer chocolate competitively priced. 450,000 retailers and 2,200 distributors “Thodi si pet pooja,kabhi bhi, kahi bhi”, “ Whenever on hunger strike...” Flank protection to flagship CDM Chota perk, Perk XXL, ulta perk, perk glucose.
Came to India in 1968 Targeted primarily at kids Variations in flavor, packaging and pricing Ads generally targeted at the masti theme Tag lines “Mutthi mein zamana”, “Gems Bond – Non Stop Excitement” and “Raho Umarless”
CADBURY DAIRY MILK (CDM) INTRODUCED IN 1984 IN INDIA SEGMENTATION GEOGRAPHIC SEGMENT, IMPULSE, GIFT SEGMENT TARGET MARKET KIDS TO ADULTS POSITIONING CADBURY SYNONYMOUS AS CHOCOLATE FOR KIDS SYNONYMOUS WITH SWEETS COMPETITORS AMUL, NESTLE, FERRERO ROCHER
STRATEGYChocolate bar Available in various sizes from 10 gm to premium packsCompetitive pricing starting from Rs.5/-Manufacturing units - Thane (MH), Pune (MH), Gwalior (MP), Bangalore (KA), Baddi (HP)Sales office – All MetrosThe media mix for the campaign comprises TV, outdoor, Internet and radio
PROMOTION „Real Taste of Life‟ campaign in 1994 - chocolate that awakened the little child in every grown up „Khaane Waalon ko khaane ka Bahana Chhayie‟ campaign in 1998 made consumption into a joyful, social occasion `Kuch Meetha Ho Jaaye‟ campaign in 2004 to increase CDM consumption by making it synonymous with traditional sweets (Mithai) In the year 2010, the `Shubh Aarambh‟ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new With the current campaign „Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye‟, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert)
Increased Varied useuse among among New users current current users users Product Life Cycle Extension