Dairy Milk is the product of Cadbury, marketed and produced by the Cadbury Company in global market, and also by Hershey Company mainly in United States. It is associated with food and confectionary industry. It was launched in the consumer market by the Cadbury Company firstly in United Kingdom, and then gradually sold in other countries around the world mainly because of the immense popularity. Dairy Milk was ranked as a best chocolate in United Kingdom in 2014. It has many variants and all are available in every region of the world. However, it faces immense competition from its rivals like Hershey, Ferrero Rocher, Nestle, Twix etc. (Dairy Milk, 2018).
Products of the Marketing Mix of Dairy Milk
Dairy Milk is the most accepted and biggest brand of chocolate in the entire world. The best part is that, it caters the needs of every class and age of people. It worked hard on positioning itself as the sweetest product, which is mandatory for every individual because of the exquisite taste. It started its product portfolio with the bar which is rich with milk and sweet. Then, it introduced fruits and nuts chocolate as the part of the product line, and then followed by the Whole nut. Presently, there are many variants of the brand like;
• Dairy Milk
• Dairy Milk Turkish
• Dairy Milk Big Taste Triple Choco Sensation
• Dairy Milk Big Taste Oreo Crunch
• Dairy Milk Big Taste Toffee Whole nut
• Bubbly
• Crunchie Bits
• Freddo
• Roast Almon
• Crackle
• Fruit and Nuts
• Caramel
• Puddle Mint
• Little Bar
• Whole Nuts
• Ritz
• Silk (Dairy Milk, 2018).
Price of the Marketing Mix of Dairy Milk
Cadbury has many products in its wide product portfolio offered in the market for meeting the expectation and needs of the consumers. The Company strive hard to achieve its objectives and strongly believes in giving the best quality product at affordable prices, so that every individual can be able to get the experience. It has value added pricing strategy, and thus, every product prices differently. The Dairy milk has also enjoyed the millions of people trust, which is clearly reflected in the sales figure of the company. Huge and massive turnover brings the outcome in terms of high customer base and leading position in the market. Reasonable pricing and qualitative product policy helps the brand in satisfying the consumers and maintaining the loyalty level. It also adopted the Competitive pricing strategy to be more competitive in the market, and still it has high prices than the competitors (Bhasin, 2017; MBAskool, 2018).
Place of the Marketing Mix of Dairy Milk
Dairy Milk by Cadbury is the global brand which is available in different parts of the world. Almost all the products and variants of Dairy milk are sold in countries such as China, France, Russia, Brazil, India, Italy, Pakistan, and United Kingdom. The manufacturing of the different variants and flavors of the Dairy milk are done in the countries like Ireland, Poland and France. Cadbury has started marketing and promoting the products in different countries at different periods and currently owns the four sales offices along with 5 manufacturing offices. Dairy Milk has the intensive policy of distributing the products everywhere and developed the efficient and capable transportation chain. It made sure that the products are easily available in every grocery and retail stores, corner stores, supermarkets, convenience stores, hypermarkets etc. It has a broad and effective distribution network, which helps the company in never getting short of the products anywhere (Bhasin, 2017).
Promotion of the Marketing Mix of Dairy Milk
Promotional campaigns of Dairy Milk are very strong and powerful, and also very necessary to create the brand awareness among people. Its dark purple packaging is very attractive and iconic, which is easily recognizable by a kid. The company promotes the product through media channels, and the commercials are very catchy, as it links the product with the emotions. It uses print media, electronic media and television to communicate with the audience. Social media is the main tool nowadays for promoting the product (Bhasin, 2017).
References
Bhasin, H. 2017. Marketing mix of Dairy milk. [Online], Available at: https://www.marketing91.com/marketing-mix-dairy-milk/, [Accessed on: 4th August, 2018].
Dairy Milk, 2018. About us. [Online], Available at: https://www.cadbury.co.uk/products/cadbury-dairy-milk-11294, [Accessed on: 4th August, 2018].
MBA skool, 2018. Cadbury marketing mix. [Online], Available at: https://www.mbaskool.com/marketing-mix/products/16751-cadbury.html, [Accessed on: 4th August, 2018]