Dairy Milk is owned, produced and marketed by Cadbury in the global market and by Hershey Company in the United States. It is a confectionary and is associated with the food industry. It was introduced to the consumer market in the year 1905 by Cadbury Company in the United Kingdom and later its products were sold globally because of its immense popularity. Dairy Milk In the year 2014, was ranked as the best chocolate bar in the United Kingdom. Some of its competitors are as follows-
- Amul Chocolates
- Nestle
- Ferrero Rocher
Product in the Marketing Mix of Dairy Milk :
Dairy Milk is the biggest and most accepted chocolate brand in the world. It caters to every age and class of people.
It has positioned itself as something sweet that is necessary for everyone because of its exquisite taste. Dairy Milk Product line started its first bar with the higher consistency of milk chocolate. In the year 1926, Fruit & Nut was launched as part of its line and later in the year 1933, it was followed by Whole Nut. Currently, variants of Dairy Milk includes-
- Dairy Milk
- Dairy Milk Big Taste Triple Choc Sensation
- Dairy Milk Big Taste Toffee Whole Nut
- Dairy Milk Turkish
- Dairy Milk Big Taste Oreo Crunch
- Dairy Milk Bubbly
- Dairy Milk with Crunchie Bits
- Dairy Milk Freddo
- Dairy Milk Roast Almond
- Dairy Milk Crackle
- Dairy Milk Fruit and Nut – made with almonds and raisins
- Dairy Milk Caramel
- Dairy Milk Puddles Mint
- Dairy Milk Little Bar
- Dairy Milk Whole Nut- made with hazelnuts
- Dairy Milk Ritz- introduced in the United Kingdom in the year 2014 and includes Salty-Ritz crackers
Place in the Marketing Mix of Dairy Milk :
Cadbury Dairy Milk is a global brand with its products sold in several countries like France, China, Brazil, Russia, Canada, Italy, India, United Kingdom and Pakistan. Manufacturing of different varieties of Dairy Milk takes place in Poland, France and Ireland.
Cadbury started marketing its products in India in the year 1948 and presently owns four sales offices and five manufacturing-offices. Dairy Milk has an intensive policy for distribution of its products and hence has created a capable and efficient transportation chain. The product is easily available in any grocery store, corner stores, convenience store, discount store and supermarket.
Price in the Marketing Mix of Dairy Milk :
Cadbury has several products in the market to meet expectations of its customers. The company believes in providing the best possible product at moderate cost so that it seems affordable to every customer. All the products have value-added pricing strategy and hence are priced differently. Dairy Milk has enjoyed the trust of millions and it is reflected in the company’s sales figures.
Huge turnovers have resulted in good profits and lead to its number one position. Qualitative products and reasonable pricing policy have helped Dairy Milk to satisfy new customers and maintain the loyalty of older ones. The company has also adopted a competitive pricing policy and has kept its prices at par with rival companies.
Promotions in the Marketing Mix of Dairy Milk :
Dairy Milk has a global presence and to maintain its position as number one in consumer market the brand has taken several steps. It has launched various promotional activities that will help in creating further brand awareness. Its purple packaging is iconic and easily distinguishable. Its commercials are catchy and are aired on television and radio. Ads are also displayed in magazines and newspapers. Social media has also been roped in to promote its products.
Indian actor Amitabh Bachchan has been associated with Dairy Milk for a long time. Kuch Meetha Ho Jaye has been one of the most popular and highlighted slogans of Dairy Milk. Dairy Milk has designed a customer-driven strategy and targeted kids, women and also men as their customers. It is a sweet dish for everyone, is the mantra of this brand. Dairy Milk has an intimate association with milk and it reflects in most of its slogans and advertisements. In the year 2007, a campaign titled Gorilla was premiered at Big Brother finale and became a success story.
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Advertising- in the case of Cadbury advertising is used to build a long term image of the product.
Cadbury used media posture be the market champion and carry the brand message.
Television is the advised primary medium of communication with the audience as it has mass reach a favourite image, high prestige value and is attention getting.
Cadbury also advertise through magazines, radio, promotions, online etc.
Consumers might believe that a heavily advertised brand must offer good value. Depends
The ‘’taste’’ of Cadbury’s chocolate has long been the focus of Cadbury’s advertising. This has been supported by the slogan ‘a glass and a half of full cream milk in every 200 grams’’, accompanied by a picture of milk pouring into the Cadbury’s dairy milk chocolate block. The image is a classic it has become an integral part of the packaging design and has been features in magazines, and on busses and trains, billboards and of course televisions.
Sales promotion
Cadburys use sale-promotion tolls to draw a stronger and quicker buyer response
It can be used for a short run effect to dramatize product offers
The Go another Cadburys promotion encourages customers to purchase promotionally marked Cadbury product for a chance of winning a free chocolate bar. This is just one of the many Cadbury promotions.
Public Relations
The thought behind the public relations is that it provides advertising to a large audience as well as generated a welcoming community likeness about the company.
Well thought out programs coordinated with the other promotional mix elements can be extremely effective.
Cadbury are committed to a strategy of ‘’growing community value around the world ‘’ ad is focussing on investing in the principal areas of education, health and welfare and this environment. Cadbury are proud of their investment in the community and the contribution made by employees around the world.
Personal selling
Is the most effective tool at larger stages of the buying process, particularly in building up buyer reference, conviction and action.
Direct marketing
Use of mail ?this is most of the time junk mail… telephone, fax, e-mail or the internet to communicated directly with or solicit response or dialogues from the customer.
In the case of cadburys this deals more with customers such as supermarkets to help with the set up or organisation of promotions, display or location