Expansion of Dairy Milk product ranges focuses on strengthening the brand relationships with the target group. Dairy Milk products are prepared and packaged in consideration to the preferences of its consumers those purchase them as an alternative for sweet or for gifting them (Cadbury Official website 2016). The report intends to analyze the target consumer group of Cadbury’s Dairy Milk products and the way it addresses their desires.
Cadbury brand’s Dairy Milk chocolates targets kids within the age group of 5 to 10 years (Cadburyworld.co.uk 2016). This is because, consumers of this age group are expected to prefer chocolates than other confectionary and best satisfy their needs. Over the years the target consumer groups of Cadbury brand’s Diary Milk products has shifted from kids to adults that includes all the family members those can celebrate any festival with these chocolate products. The brand also targeted young generation who enjoy celebrating occasions by purchasing chocolates but this also limited the market segment for Dairy Milk product. For this reason Cadbury has developed a campaign “Kuch Meetha Ho jaaye’ for creating its image as a sweet that could target chocolate loving consumers of all age groups (Cadbury Official website 2016).
Cadbury has targeted those consumers who celebrate special occasions by gifting sweets in attractive packaging (Cadburyworld.co.uk 2016). For attracting this target consumer group, premium packaging of Dairy Milk chocolates is done and gift boxes with all dairy milk product ranges are made available to its target consumers.
The report intended to analyze the target consumer group of Cadbury’s Dairy Milk products. It was revealed from the report that the prospective consumers of Dairy Milk products range from five to sixty years of age those have a great preference for milk chocolates. All the Dairy Milk product ranges of Cadbury are prepared in a way that suits desires of all the members of a family.
Cadbury Official website, 2016. [online] com. Available at: https://www.cadbury.co.uk/ [Accessed 1 Aug. 2016].
Cadburyworld.co.uk, 2016. Cadbury World: Fun Days Out With The Kids | Day Trip Attraction. [online] https://www.cadburyworld.co.uk. Available at: https://www.cadburyworld.co.uk [Accessed 1 Aug. 2016].
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