Abstract

This caselet discusses Cadbury India’s advertising strategy in positioning Dairy Milk as a compelling alternative to traditional Indian sweets as dessert. Supporters of this strategy claimed that as a market leader, Cadbury India was rightly trying to increase the overall chocolate consumption in India which would go a long way in driving the sales of Dairy Milk. Skeptics of this strategy pointed out that the positioning strategy would only go so far, and that the real boost to sales would come only from successfully coming out with new variants of the Dairy Milk product.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand the current brand positioning strategy of Dairy Milk
• To analyze the impact of positioning Dairy Milk as a dessert on its sales
• To analyze what else can be done to augment the current brand positioning strategy in driving the sales of Dairy Milk

Keywords

Cadbury, Dairy Milk, Kraft, Chocolate, Positioning, Dessert, Sweet