Cadbury Dairy Milk: A Sweet Strategy?|Consumer Behaviour Case Studies|Consumer Behavior Articles

Details

Case Code : CLCB065
Publication date : 2013
Subject : Consumer Behavior
Industry : Food and Beverage
Length : 05 Pages
Price : Rs. 100

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Key words:

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

Note

* This caselet is intended for use only in class discussions.
** More comprehensive case studies are priced at Rs.200 to Rs.700 (US $5 to US $16) per copy.

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.

Issues:

» 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

Introduction

In March 2011, Cadbury India Ltd., the leader in the Indian chocolate market, came out with a new advertisement campaign, ‘Khane ke baad, meethe mein kuch meetha ho jaye’ (After a meal, let’s have something sweet), for its main brand Dairy Milk. These advertisements received appreciation from different quarters for their fresh insights into the Indian way of life and for putting forth convincing propositions to customers to induce them to consume Dairy Milk on a daily basis. However, industry observers were of the view that these advertisements might not bring about a dramatic increase in the sales of Dairy Milk in the absence of successful new product development

Cadbury India was the erstwhile Indian subsidiary of Cadbury Plc. Cadbury Plc., headquartered in Uxbridge, London Borough of Hillingdon, England, was the second largest confectionery maker in the world. It had a sales turnover of US$8.3 billion in 2009. A significant chunk of Cadbury Plc.’s business was generated from the emerging markets. Euromonitor International, a research firm based out of London, had reported that Cadbury Plc. derived 38% of its sales revenue from the developing markets. Its Indian subsidiary, Cadbury India, was a confectionery giant in India...

Cadbury Dairy Milk: A Sweet Strategy?*