A delightful dessert is always a favourite eatable for people, and Dairy Milk is one among them. Cadbury is the parent brand of this company. People are mesmerized by the advertising strategies led by Dairy Milk which is also another key figure of the company’s significant success.
In this case study, we will be learning about the marketing mix of Dairy Milk. Before starting the discussion, let’s have an overview of the company.
About Dairy Milk
Cadbury owns, produces, and markets Dairy Milk globally, whereas Hershey Company does it in the United States. It’s a confectionary with a connection to the food business. The company introduced it to the consumer market in 1905 in the United Kingdom, and its products were eventually distributed globally because of its tremendous appeal.
Dairy Milk was named the greatest chocolate bar in the United Kingdom in 2014. The brand has long tried to retain a strong link with milk, and slogans like “a glass with a half of pure cream milk” have always wowed people, as has advertising that portrayed a glass of milk spilling out and forming a bar.
It continued to progress and make significant contributions to the industry, eventually becoming what it is today. The firm expanded its product line and began marketing to a broader audience.
So, now that we have a basic understanding of what Dairy Milk is. Let’s start our main focus on the marketing mix section of Dairy Milk.
Marketing Mix of Dairy Milk
The marketing mix is a term that describes a company’s several areas of focus for promoting its brand or product in the marketplace. The four pillars of the marketing mix model are product, price, promotion, and place. We’ll look at each of them in detail in the following section about Dairy Milk.
1. Product Strategy of Dairy Milk
Dairy Milk is the world’s most popular and well-known chocolate brand. It caters to people of all ages and socioeconomic classes. Because of its wonderful taste, it has established itself as a sweet that is required for everyone. The first bar in the Dairy Milk Product series had a thicker milk chocolate consistency.
Fruit & Nut was introduced in 1926 as part of the company’s product, followed by Whole Nut in 1933. Dairy Milk currently comes in a variety of flavours, such as:
- 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
- Dairy Milk Caramel
- Dairy Milk Puddles Mint
- Dairy Milk Little Bar
- Dairy Milk Whole Nut
- Dairy Milk Ritz
The company has had a significant impact on the industry and is rapidly expanding, thanks to its huge and distinctive product portfolios. So, now let’s quickly dive into the place and distribution strategy of Dairy Milk.
2. Place Strategy of Dairy Milk
Cadbury Dairy Milk is a global trademark with products available in countries such as France, China, Brazil, Russia, Canada, Italy, India, the United Kingdom, and Pakistan. Dairy milk is produced in a variety of nations, including Poland, France, and Ireland.
The brand began marketing its products in India in 1948 and now has four sales offices and five manufacturing facilities in the country. Dairy Milk maintains a strict distribution policy for its products, resulting in a capable and efficient transportation network. Any grocery store, corner store, convenience store, discount store, or supermarket will have the product.
This provides an overview of the organization’s location and distribution strategy in the marketing mix. In any business, pricing is essential, so let’s have a look at the pricing strategies of Dairy Milk to know more about its tactics which helps it to maintain its position in the market.
3. Price Strategy of Dairy Milk
Cadbury Dairy Milk offers a variety of products to fulfil the demands of its clients. The company believes in offering the greatest product at a reasonable price so that it is accessible to all customers. All of the products have distinct pricing strategies due to value-added pricing. Millions of people have trusted Dairy Milk, which is reflected in the company’s sales results.
Huge turnovers have resulted in high revenues and propelled it to the top of the rankings. Dairy Milk has been able to delight new customers while maintaining the loyalty of existing ones, all credit goes to its high-quality goods and a fair price policy. The company has also established a competitive pricing approach, with prices that are comparable to those of competitors.
The pricing of the packs is also determined by innovative product combining and packaging. Now we understood the pricing strategy of Dairy Milk, so let’s quickly gander over the promotional strategy of Dairy Milk.
4. Promotion Strategy of Dairy Milk
Dairy Milk has a global reach, and the brand has taken many initiatives to maintain its lead in the consumer market. It has begun a series of promotional initiatives aimed at increasing brand awareness. Its distinctive purple package is instantly recognizable. It has catchy advertising that airs on television and radio. Advertisements can also be found in magazines and newspapers. It has also enlisted the help of social media to sell its wares.
Amitabh Bachchan, an Indian actor, has long been associated with Dairy Milk. Kuch Meetha Ho Jaye is one of Dairy Milk’s most popular and well-known slogans. Dairy Milk devised a customer-driven strategy, focusing on children, women, and men as customers. This brand’s slogan is that there is a sweet dish for everyone. Dairy Milk has a strong connection to milk, which is reflected in the majority of its slogans and ads. In 2007, the Gorilla campaign debuted at the Big Brother finale and went on to become a success story.
The chocolate company has gone to great lengths to promote itself. Thus, the marketing mix of Dairy Milk is now complete. So, let’s wrap it up with a conclusion.
Cadbury Dairy Milk now controls over 70% of the chocolate market in the United Kingdom. The company is now one of the most successful businesses in the world, as well as one of the most popular chocolate brands in the world. There is no other chocolate on the planet that compares to Cadbury Dairy Milk in terms of flavour. People are not keeping back their love and affection for Dairy Milk, even though the imaginative campaigns have been a huge success in today’s globe.
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