Cadbury Dairy Milk in India

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- Party time

- Festival

- Celebrations

- auspicious beginnings

- the joy of pay-day

- Gift, Substitute of Sweets

PURCHASING PROCESS AND DECISION MAKING:

Purchasing Process - Impulse buying, Family treats, decided

Decision Making – Kids, Adults

Small – Individual, Big – family / Gift

MEMORIES/ASSOCIATION/EXPERIENCE:

- Celebration

- Achievements

- Occasions

- Traditions

- Emotions

- Culture

BRAND ATTRIBUTES:

Physical benefits:

- Packaging: Stylish and safe packaging to attract and keep safe chocolate.

- Color: Royalty, Luxury

Functional Benefits

- Taste

- Substitute of Sweets

Emotional Benefits:

- Happiness

- Mood elevator

BRAND PERCEIVED BY THE CONSUMER:

- Delicious

- Tasty

- Gift

- To celebrate

- Substitute of sweet

CADBURY AS A BRAND (MAJOR STRATEGY/ HELP IN REPOSITIONING):

- Asli swad zindagi ka - no particular situation or moment to enjoy with Cadbury dairy milk.

- Khane walo ko khane ka bahana chahiye – every time is Cadbury time.

- Aaj khush hu mai khwanmakhaah- big achievements are not acquired for happiness but simple things in life can also bring a smile to people’s faces.

- Kuch meetha ho jaye – every small event in life deserve to be celebrated and a bar of dairy milk signifies love.

- Pappu paas ho gya – associated itself with celebration and success even in the small things in life.

- Aaj pahli Tarik h – a thing as usual a salary day also deserves to be celebrated.

- Shubh Aarambh- Goodway to start something new

CONCLUSIONS

- Respondents said that when they hear word chocolate, Cadbury dairy milk comes in their mind.

- Dairy milk come to their mind when they hear color “purple”.

- 75 % respondent said that their favorite chocolate is dairy milk.

- 63 % respondents said that they are loyal customer.

- 63 % respondents get emotionally connected with ADS of dairy milk.

- 75 % of respondents said that the reason of purchasing dairy milk is the taste.

- Today Cadbury is known as a synonym with chocolate.

- People love dairy milk for its taste and it’s the taste and ADS that created a good brand image.

- Dairy milk has now become expression of joy, emotion, indulgence, shared good feelings.

- Dairy milk has now become a part of every Indians moment of happiness and celebrations to the extent that define it the chocolate taste of India.

- Through its splendid positioning strategy and memorable ADS campaign dairy milk perfectly catered its target market which is “anyone and everyone”.

REFERENCES

- www.cadbury.co.in

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