7. Kitkat vs Perk in 1995
Good quality, moderately priced chocolate
for all age groups and classes which can
be had anywhere anytime
Wafer chocolate competitively priced.
450,000 retailers and 2,200 distributors
“Thodi si pet pooja,kabhi bhi, kahi bhi”, “
Whenever on hunger strike...”
Flank protection to flagship CDM
Chota perk, Perk XXL, ulta perk, perk
glucose.
8.
9. Came to India in 1968
Targeted primarily at kids
Variations in flavor, packaging and pricing
Ads generally targeted at the masti theme
Tag lines “Mutthi mein zamana”, “Gems Bond
– Non Stop Excitement” and “Raho
Umarless”
10.
11. CADBURY DAIRY MILK (CDM)
INTRODUCED IN 1984 IN INDIA
SEGMENTATION
GEOGRAPHIC SEGMENT, IMPULSE, GIFT SEGMENT
TARGET MARKET
KIDS TO ADULTS
POSITIONING
CADBURY SYNONYMOUS AS CHOCOLATE FOR KIDS SYNONYMOUS
WITH SWEETS
COMPETITORS
AMUL, NESTLE, FERRERO ROCHER
12. STRATEGY
Chocolate bar Available in various sizes from 10 gm to premium packs
Competitive pricing starting from Rs.5/-
Manufacturing units - Thane (MH), Pune (MH), Gwalior (MP), Bangalore
(KA), Baddi (HP)
Sales office – All Metros
The media mix for the campaign comprises TV, outdoor, Internet and radio
13. PROMOTION
„Real Taste of Life‟ campaign in 1994 - chocolate that awakened the little child in
every grown up
„Khaane Waalon ko khaane ka Bahana Chhayie‟ campaign in 1998 made
consumption into a joyful, social occasion
`Kuch Meetha Ho Jaaye‟ campaign in 2004 to increase CDM consumption by
making it synonymous with traditional sweets (Mithai)
In the year 2010, the `Shubh Aarambh‟ campaign was launched, drawing lines
from the traditional Indian custom of having something sweet before embarking
on something new
With the current campaign „Khaane Ke Baad Meethe Mein Kuch Meetha Ho
Jaaye‟, our aim is to introduce the thought of having a CDM as a post dinner
meetha (dessert)
14. Increased Varied use
use among among
New users
current current
users users
Product Life Cycle Extension