Essay on Consumer Behavior in Different Areas

11189 Words Aug 15th, 2014 45 Pages
CADBURY DAIRY MILK CHOCOLATES
How Celebrity Influences and Changes Consumer Perception

CADBURY DAIRY MILK-The
Background

Sweetest of Them Alii!!!!!!!

It all started in 1905 when Cadbury's top selling brand, Cadbury Dairy Milk was launched in Bournville, UK. By 1913, Dairy Milk had become Cadbury's best selling chocolate, and in the mid-twenties it became a brand leader. Cadbury India began its operations in 1948 by importing chocolates and then repacking them before distribution in the Indian market. With its deliciously smooth texture and unique creamy taste, Cadbury Dairy Milk made an immediate impact on the consumers, and quickly became a market leader. Cadbury's mission is "Working together to create brands people love".
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The image has become an integral part of the packaging design and has been featured in magazines, and on buses and trains, billboards, and television. As a result of good positioning and branding, Cadbury Dairy Milk made inroads into the urban market and established itself as a product that children love to have. SHIFT IN FOCUS This strategy worked extremely well till the 1990s. Cadbury faced some new difficulties through the consumer's perception of the product itself. Chocolate was considered to be for children alone and as a result the brand could not be targeted at the adult audience. With communication consciously addressing kids, consumption also got restricted within the same segment resulting in brand stagnation. Also, it was seen as an indulgence product with quite a few negative associations. The challenge was to expand the consumer base by making Cadbury Dairy Milk desirable to the adult segment. To increase the relevance of the category, Cadbury first conducted consumer research studies across various segments of its consumers. Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree, special, real moments. And so they asked the question, What if these 'moments' were brought back to life even for adults? Cadbury redefined the category and communication by bringing on the "Real Taste of Life" campaign, shifting the focus from "just for kids" to the

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