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¢Even its smallest Dairy Milk bar is priced at Rs. 5, affordable by many middle-class Indians as an occasional treat, but not affordable for those who buy from the less-then-3-rupee (Rs. 3) segment of the market.
Promotion:
Extensive advertising in newspapers, television, magazines and massive billboards across the country, Cadbury managed to capture the attention of the nation and cement its market share superiority in India.
Cadbury Dairy Milk also roped in Amitabh Bachchan for two important reasons: 1) CDM was involved in a large controversy regarding the presence of worms in various bars the company produced. A celebrity who is trusted was required to re-build the trust of the consumers which the brand lost. 2) Due to the same worm controversy, sales had declined. Hence, a brand ambassador with universal appeal was required. He would play a major role in print, outdoor media and television.
Packaging:
Cadbury launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk.
Promotion:
Extensive advertising in newspapers, television, magazines and massive billboards across the country, Cadbury managed to capture the attention of the nation and cement its market share superiority in India.
Cadbury Dairy Milk also roped in Amitabh Bachchan for two important reasons: 1) CDM was involved in a large controversy regarding the presence of worms in various bars the company produced. A celebrity who is trusted was required to re-build the trust of the consumers which the brand lost. 2) Due to the same worm controversy, sales had declined. Hence, a brand ambassador with universal appeal was required. He would play a major role in print, outdoor media and television.
Packaging:
Cadbury launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk.