Cadbury entered the Indian market in 1948 and has since established manufacturing facilities and offices across the country. Its dairy milk chocolate bars are positioned as an alternative to traditional Indian sweets, targeting middle-aged consumers replacing desserts during family occasions. Cadbury uses various marketing campaigns targeting different segments like students, rural markets, and youth through mass media advertising, print media, online advertising, and public relations.

3. Cadbury entered in India by
1948 , but was found in
1824, Birmingham, United
Kingdom.
 It has its headquarters and
offices in various parts of
the country
 presently the Cadbury India
is known as Mondelez India
foods Lt
d.

6. Marketing plan
Marketing Objective:-
Positioning diary milk as a successful alternative to the traditional
Indian sweets in order to cash in the rich tradition of Indian people
associated with desserts
Sustain market share over the year through product innovation in
product development and packaging
STP analysis for Cadbury Diary Milk:-
 Segmentation
 Targeting
 Positioning

7. Campaigns Targeted
Audience
Segments
The real taste of life ,
Kuch khas hai zindagi me
, No umar for lalach
Higher age people can eat
chocolate without fear
khanewalo ko khane ka
bahana chahiye
Replacing “methai”
from the family occasion.
Kuch meeta ho jaye Middle age group
Psychology(that there is a
kid in all of us)
Behavioral mass
marketing
Special moments and
ceremony

8. Pappu Pass ho gaya All types of students . User status and happy
moments
Campaigns
Targeted
Audience Segments
Miss Palampur
Meetha hai khana aaj
peheli tarik hai
Kiss me and miss me
Rural market with
introduction of Rs.5/- Dairy
Milk
All family members in a
middle class nuclear famiy
Youth and middle age
group and little high
standard of living
Villages (geographic
segment)
Psychology on the basis of
family lifestyle and status
Modern era ,premium
segment ,introduction of
dairy milk silk

10. Youth see the word Cadbury as a synonym for chocolate, others see it as
synonyms for sweet and love and bliss.
In India it positioned itself as “spontaneous, special, carefree, real moments
(‘Real taste of life’) in the initial stage.
But later it tried to position itself as brand that is synonymous with sweet
(‘Kuch meetha ho jaye’).
The recent campaign (‘Shubh Aarambh’) tries to take forward the initial
positioning of dairy milk as an alternative for the traditional sweet and
positions itself as something that is as auspicious as the sweet which is
generally offered as ‘bhog’ to gods.
The newest campaign targets the relationship of friendship i.e “badti dosti ke
naam”

11. Product:- The product Diary Milk is a chocolate bar that is made from
real dark chocolate. The design of the chocolate is nearly same throughout
the world with slight changes that are made according to the different
regions. The amount of milk content in dairy milk is the highest as
compared to other competitors.
Price:- Product Weight(gms) Price(Rs)
Dairy milk 9.5 5
Dairy milk 14 10
Dairy milk 30 20
Dairy milk crackle ,
Roast almonds
42 35
Dairy milk silk 60 60
Dairy milk silk 160 150

12. Place:-
 The company has five company owned manufacturing capacities in Thane,
Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh).
 The sale offices are located in the metros and the head office is located in
Mumbai.
 The distribution structure is such that Cadbury dairy milk are sold directly
to the retailers and the whole sellers.
 Cadbury’s distribution network used to encompass 2100 whole sellers and
450,000 retailers.

15.  Advertisements on Television
 Advertisements in print media
 Hoardings ,Posters ,Banners ,Pamphlets , wall paintings,etc
 Internet
 Radio
 Free sampling
 Other Promotional activities

16. Broadcasting /mass
advertising

22. Online advertising and
E-commerce

25. INTERNET

27. Print media and outdoor
Advertising

28. Street furniture

29. Early newspaper adds and posters

30. Ongoing newspaper ads and posters

33. Public relations and
Corporate Philanthropy

34. Cadbury CSR activities

35. Cadbury industry awards

36. Free sample distribution and
customer services

37. Other promotional activities