Cadbury Dairy Milk, the chocolate brand which shares almost 70% of the chocolate market in India is not an Indian brand. But see how Cadbury is ruling this industry in India.
Heads off to Cadbury’s marketing strategy by which they expanded this industry from kids only to everyone.
Hey there, I’m Madhusudan Somani and you are reading this article at MSS Articles, let’s continue…
- Touching Adult Market
- Kuch Meetha Ho Jaaye
- Shubh Aarambh
- Meethe Mein Kuch Meetha Ho Jaaye
- Kuch Achha Ho Jaaye
- Rural Market (Miss Palampur)
- Rakshabandhan, Friendship & Valentines Day
- Purple Heart
Touching Adult Market
When Cadbury’s Market was saturated in the kids’ segment only, they planned to target the adult market. It was not easy for them, because at that time chocolate was considered for kids only.
But with their strategic marketing campaign, one after the other Cadbury was successful in changing people’s mindset. Now chocolate, especially Dairy Milk can also be consumed by adults.
They started with ad campaign “Asli Swad Zindagi Ka” (The Real Taste of Life)
Kuch Meetha Ho Jaaye
Indians celebrate every celebration with sweetness. When any good news comes, people say, “Kuch Meetha Ho Jaaye”. And Cadbury used the same line as their new ad campaign.
With this ad campaign, Cadbury represented Dairy Milk as a substitute of “Meetha”. Then Cadbury Dairy Milk used “Kuch Meetha Ho Jaaye” as their tagline.
Now Cadbury launched a new ad campaign named Shubh Aarambh. With this campaign, they are now promoting Dairy Milk for every new starting. They used the saying “Kuch Naya Shuru Karne Se Pahle Kuch Meetha Ho Jaaye“
Here they are promoting Dairy Milk as a “Meetha” which people can have to get a better outcome. (supporting Indian superstition)
Meethe Mein Kuch Meetha Ho Jaaye
We Indians have dessert after dinner. And when news started coming about adulteration in sweets, then Cadbury planned to promote Dairy Milk as a desert.
Cadbury started a new campaign “Meethe Mein Kuch Meetha Ho Jaaye“. With promoting Dairy Milk as desert, they also started manufacturing celebration and other gift packs to present as a gift on festivals.
With this Opportunity Marketing, Cadbury replaced Sweets on a much bigger scale.
Kuch Accha Ho Jaaye
This campaign is a little bit simple one, here Cadbury is taking help of happiness in sharing or caring. In most of its ads, we see that either someone shares his Dairy Milk with others or helps someone in any manner.
And the most important thing here is that Cadbury didn’t ignore the Kids market in targeting the adult market. This campaign contains ads for adults as well as kids.
Rural Market (Miss Palampur)
With other campaigns and Dairy-Milk’s quality, Cadbury was very popular in urban areas. Now Cadbury wanted to capture the Rural Area. They knew that other campaigns which they run in urban areas won’t help here.
To target the rural area, Cadbury first launched the 5 Rs pack of Dairy Milk. And then launched new ads called “Radha Miss Palampur Jeet Gyi” (Radha won Miss Palampur). And Cadbury Dairy Milk is now popular in Rural Areas also.
Rakshabandhan, Friendship & Valentines Day
Cadbury also runs campaigns for Dairy Milk on occasions like Rakshabandhan, Friendship Day & Valentines Day. They used a great call-to-action “Cadbury Toh Banti Hai”
With these occasional campaigns, Cadbury jumped into the gift market and presented Dairy Milk as a gift. Now as we see nearby, a boyfriend, gives Dairy Milk while purposing a girl, a Brother gives Dairy Milk to his Sister on Rakshabandhan and rests you know, right!
It didn’t stop here when we started thinking that how this small chocolate can be presented as a gift. They launched Celebration packs with nice-looking packing. Finally, they captured this gift market with great scale.
Do you remember the Purple hearts? Which people started sharing to stop trolling. This campaign was also a part of Cadbury’s marketing. They used Cause Marketing in an indirect way. Although this didn’t directly increase there sells but helped them to be in trendings.
With this campaign, Cadbury supported those people who become subject to trolling. They advised them to send a purple heart until this trolling stops.
Cadbury Must be very lucky…
After knowing about their advertisements and marketing strategy, you might be thinking that Cadbury Dairy Milk must be god-gifted to achieve this much success.
But it’s not that easy. Cadbury was very sure and prepared about their production, distribution and marketing strategies. Penetrating a market where competitors are already present is not easy.
How Cadbury Penetrated the Market?
To penetrate a market, 4 things can be done,
- Reduce Price
- Improve Product Quality
- Increase Promotion
- More Distribution Channels
Chocolate market is such that reducing price will not give better ROI, because, in a country like India, people spend very less money in buying these products. And their quality was also good than competitors.
So Cadbury focused on Increasing Promotion and Connecting more distribution channels. They started executing their plans in parallels. Building distribution channels and launched ad campaigns one by one continuously.
To increase distribution channel, they were giving free display coolers to distribution vendors, especially in the rural market. This was like, Ek Teer Se Do Nishane Lgana (Killing Two Birds with Single Stone). Firstly, their distributional channels were increasing and second, the coolers were wrapped with Cadbury Dairy Milk promotional stickers.
It’s their strategic planning and execution that they got the Silver Award for Most Effective Use of Advertisement back in 2008. And today, this brand is leading the chocolate market with a market share of almost 70%.
A Blogger by passion and a Digital Marketer by profession.
Learning day-to-day marketing techniques and sharing with you is my hobby. In simple words, I’m an Engineering student!
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