Communication strategy of

Cadbury dairy milk

 CADBURY DAIRY MILK

• 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.
• Demographic segmentation
-Any age group, Any Income Category
• Geographic segmentation
The maximum part of the revenue generated
from urban and semi-urban area.
• Behavioral segmentation
Occasions
Impulse segment – these products are often
purchase on impulse, eating these and then.
• 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, shifting
the focus from “just for kids” to the “kid in all of
us”. It appealed to the child in every adult. And
Cadbury Dairy Milk became the perfect
expression of 'spontaneity' and 'shared good
feelings'The potential market in rural area was
targeted.
 POSITIONING«

• The girl dancing on cricket ground- Way to express the happiness

as, “Real Taste of Life” i.e. “Asli Swad Zindagi Ka”
• “Khanewalon Ko Khane Ka Bahana Chahiye” Social acceptance
amongst adults, by showcasing collective and shared moments.
• “Kuch Meetha Ho Jaaye”«´- Celebratory occasions
• “Pappu Pass Ho Gaya”«´- Use of street language to express joy in a
moment of achievement / success.
• “ Khush Hai Zamana Aaj pehli Tarikh Hai”«´ to celebrate Pay Day.
• “Shubharambh = Kuch Meetha Ho Jaye”«´ to start any new work.
• “Kuch Meethas Ho Jaye”«´ to spread love and happiness among
people.
Media used
Message tactics