Marketing Mix of Dairy Milk and 4Ps (Updated 2023)

The Marketing mix of Dairy Milk analyses the 4Ps of Dairy Milk, which include the Product, Price, Place, and Promotion of Dairy Milk. Dairy Milk is owned, produced, and marketed by Cadbury in the global market and by Hershey Company in the United States. It is a candy and is associated with the food industry. It was introduced to the consumer market in 1905 by Cadbury Company in the United Kingdom, and later, its products were sold globally because of its immense popularity. Dairy Milk, in 2014, was ranked as the best-selling chocolate bar in the United Kingdom. Some of its competitors are as follows-

• Amul Chocolates
• Nestle
• Ferrero Rocher

About Dairy Milk

• Type: British brand of milk chocolate manufactured by Cadbury
• Industry: Food and beverage
• Founded: June 1905
• Founders: John Cadbury
• Headquarters: Bournville, Birmingham, England
• Area served: Worldwide
• Current CEO: Stuart Rose
• Number of employees: 49,000
• Major products: Dairy Milk chocolate bars, Dairy Milk biscuits, Dairy Milk drinks

Dairy Milk Product Strategy

Dairy Milk is the biggest and most accepted chocolate brand in the world. It caters to every age and class of people.

It has positioned itself as something sweet and necessary for everyone because of its exquisite taste. The Dairy Milk Product line started when Cadbury launched its first bar with a higher consistency of milk chocolate. In 1926, Fruit & Nut was established as part of its line, and later, in 1933, it was followed by Whole Nut.

The product mix of Dairy Milk in 2023 is as follows(Source)

1. Dairy Milk Chocolate Bars: Dairy Milk Milk Chocolate: The classic milk chocolate bar known for its creamy and smooth texture. Dairy Milk Silk: A premium range with a softer and silkier chocolate experience, often available in flavors such as Fruit & Nut, Caramel, and Oreo.
2. Dairy Milk Variants: Dairy Milk Fruit & Nut: Milk chocolate bars with added raisins and almonds for a fruity and nutty crunch, Dairy Milk Roast Almond: Chocolate bars with roasted almonds for a delightful nutty flavor, Dairy Milk Crackle: Chocolate bars with rice crispies for a crispy texture, Dairy Milk Oreo: Combining Dairy Milk chocolate with Oreo cookie pieces, Dairy Milk Caramel: Milk chocolate bars with a gooey caramel center, Dairy Milk Lickables: A unique product featuring chocolate-filled cups with tiny candies for interactive enjoyment.
3. Dairy Milk Miniatures: Mini versions of Dairy Milk chocolates in various flavors, often sold in assorted packs.
4. Dairy Milk Baking Products: Dairy Milk chocolate chips and chunks for baking.
5. Dairy Milk Gifting Products: Gift packs, hampers, and special edition packaging for various occasions and celebrations.
6. Dairy Milk Special Editions: Limited-edition Dairy Milk bars and flavors are introduced seasonally or for special promotions.
7. Dairy Milk Spreads: Dairy Milk chocolate spreads on bread, toast, or as a topping.

Dairy Milk Place Strategy

Cadbury Dairy Milk is a global brand with products sold in countries like France, China, Brazil, Russia, Canada, Italy, India, the United Kingdom, and Pakistan. Different varieties with different marketing strategies and a mix of Cadbury Dairy Milk are manufactured in Poland, France, and Ireland.

Cadbury started marketing its products in India in 1948 and owns four sales and five manufacturing offices. Dairy Milk has an intensive policy for product distribution, creating a capable and efficient transportation chain. The Cadbury chocolate product is readily available in any grocery store, corner store, convenience store, discount store, and supermarket.

Here are five critical elements of Dairy Milk’s place strategy:

1. Extensive Retail Presence: Dairy Milk is strategically positioned in various retail outlets, including supermarkets, convenience stores, gas stations, and small mom-and-pop shops. This extensive retail network ensures consumers can easily find Dairy Milk products wherever they shop.
2. Vending Machines and Dispensers: Dairy Milk utilizes vending machines and dispensers in high-traffic locations such as malls, airports, and train stations. These machines provide convenient access to Dairy Milk chocolate bars for on-the-go consumers.
3. Online Retail: Dairy Milk has a robust online presence in response to changing consumer preferences, making its products available through its official website and various e-commerce platforms. This allows customers to order Dairy Milk products from the comfort of their homes.
4. Global Distribution: Dairy Milk is a global brand, and Mondelez International distributes its products internationally. This global reach includes partnerships with international retailers, ensuring that Dairy Milk is accessible to consumers in many countries.
5. Seasonal and Promotional Displays: Dairy Milk often leverages seasonal and promotional displays in retail stores to capture consumer attention and drive sales during specific occasions, such as holidays and festivals.

Dairy Milk Pricing Strategy

Cadbury has several products in the market to meet its customers’ expectations. The company believes in providing the best possible product at moderate cost to make it affordable to every customer. All the Cadbury products have a value-added pricing strategy and are priced differently. Dairy Milk has earned Cadbury offers the trust of millions, reflected in the company’s sales figures.

Huge turnovers have resulted in good profits and led to its number one position. Qualitative products and a reasonable pricing policy have helped Dairy Milk to take market share, satisfy new customers, and maintain its customer base and the loyalty of older ones. The company has also adopted a competitive pricing policy and has kept its prices at par with rival companies.

Here’s an overview of Dairy Milk’s pricing, online sales, and distribution strategy:

1. Premium Positioning: Dairy Milk maintains a premium positioning in the chocolate market, emphasizing its quality and creamy taste. This premium image allows the brand to command higher prices than many competitors.
2. Value-Based Pricing: Dairy Milk’s pricing is primarily driven by its products’ perceived value to consumers. The brand’s reputation for smooth and high-quality chocolate, combined with its rich history, justifies the premium pricing it applies.
3. Differentiated Pricing: Dairy Milk offers a range of products, including various flavors and sizes of chocolate bars. By differentiating its product line, Dairy Milk can cater to a broad spectrum of consumers with different preferences and prices, from affordable small bars to premium, more significant Silk variants.
4. Seasonal and Promotional Pricing: Dairy Milk often introduces seasonal and promotional pricing strategies to stimulate sales during key holidays and festive seasons. This includes special packaging and limited-time discounts to attract and retain customers.
5. Bundle Pricing: Dairy Milk utilizes bundle pricing tactics, combining multiple products into value packs or gift assortments. This encourages consumers to purchase more and enhances the overall perceived value.
6. Psychological Pricing: The brand often employs psychological pricing strategies, setting prices just below round numbers (e.g., $1.99 instead of $2) to create a perceived affordability while maintaining a premium image.

Dairy Milk Promotion Strategy

Dairy Milk has a global presence, and to maintain its position as number one in the consumer market, the brand has taken several steps. It has launched various promotional activities that will help create further brand awareness. Its purple packaging bar dairy milk is iconic and easily distinguishable. Its commercials are catchy and are aired on television and radio. Ads are also displayed in magazines and newspapers. Social media platforms have also been roped in to promote its products.

Indian actor Amitabh Bachchan has been associated with Dairy Milk for a long time. Kuch Meetha Ho Jaye has been one of the most popular and highlighted slogans of Dairy Milk. Dairy Milk has designed a customer-driven marketing strategy and targeted kids, women, and men as their target audience and customers. It is a sweet dish for everyone, is this brand’s mantra. Dairy Milk has an intimate association with milk, reflected in most of its slogans and advertisements. In 2007, a campaign titled Gorilla premiered at the Big Brother finale and became a success story.

Dairy Milk employs an effective promotion digital marketing strategy that includes various marketing strategies:

1. Creative Advertising Campaigns: Dairy Milk consistently runs imaginative and emotionally resonant advertising campaigns highlighting the joy of indulging in their chocolates.
2. Seasonal and Festive Promotions: The brand capitalizes on critical holidays and festivals with special edition packaging and themed promotions to boost sales during these peak periods.
3. Sponsorships and Partnerships: Dairy Milk often partners with popular events, TV shows, and influencers to engage consumers and strengthen brand affinity, especially among younger audiences.

Some Recent Video ads and Print ads for Dairy Milk are:

Dairy Milk Ad: Dairy Milk’s iconic ’90s ad returns with a twist apt for 2021; netizens say ‘take a bow, Cadbury’ – The Economic Times (indiatimes.com)

Liked this post? Check out the complete series on Marketing Mix