Cadbury- Dairy Milk

Presented by A-wing students-

Anindita Choudhury Deepika AgrawalDiya Mazumder

Joyeeta SarkarNabeela Khaled

Nahid AnjumPoulami Paul

Sana Khan

Agenda

• History

• Initial Positioning

• Repositioning

• Advertisement Campaigns

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 Cadbury's best-selling line.

Initial positioning• Cadbury Dairy Milk has been the market leader in the

chocolate category for years.

• In the early 90's 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'..

Repositioning

• In the late 90's 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.

Dairy Milk

Thank You