KUCH MEETHA HO JAYE

INTRODUCTION

DAIRY MILK IS A BRAND OF CHOCOLATE BAR MADE BY CADBURY.

POPULAR IN BOTH THE UNITED KINGDOM AND AROUND THE WORLD.

INTRODUCED IN 1905, BUT IT CAME TO INDIA IN 1948.

DAIRY MILK ALONE HOLDS 30% VALUE SHARE OF THE INDIAN

CHOCOLATE MARKET.

MARKET SEGMENTATION

LINE 1

MARKET SEGMENTATION

LINE 1

TARGETING

IN THE EARLY 90'S, IT WAS SEEN AS MEANT FOR KIDS

USUALLY REWARDS OR A BRIBE FOR CHILDREN

IN THE MID 90'S THE CATEGORY WAS RE- DEFINED BY THE VERY
POPULAR REAL TASTE OF LIFE CAMPAIGN

FOCUS SHIFTED FROM JUST FOR KIDS TO THE KID IN ALL OF US

PERFECT EXPRESSION OF 'SPONTANEITY' AND 'SHARED GOOD

FEELINGS

POTENTIAL MARKET IN RURAL AREA WAS TARGETED

POSITIONING

KUCH MEETHA HO JAAYE : CELEBRATORY OCCASIONS

SHUBHARAMBH = KUCH MEETHA HO JAYE : TO START ANY NEW WORK

KUCH MEETHAS HO JAYE: TO SPREAD LOVE AND HAPPINESS AMONG

PEOPLE

BRAND INVENTORY

BRAND NAME

BRAND AMBASSADOR

JINGLE

AD CAMPAIGN: KUCH MEETHA HO JAYE

LINE 1

AD CAMPAIGN: KUCH MEETHA HO JAYE

LINE 1

Point of Parity

LINE 1

Point of Differences

LINE 1

COMMUNICATION STRATEGY

DAIRY MILK IS POSITIONED TOWARDS A VERY LARGE AUDIENCE FROM

AGES 4 50 YEARS

COMMUNICATION STRATEGY

LINE 1

PROMOTIONAL STRATEGIES

LINE 1