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Who are the customers ? as well as the potential customers who will expand the business of the company? What are their unmet needs and aspirations? Where are they going ? and how can you reach them?
The marketing communications strategy for CDM evolved over the years. From the mid-nineties, the company decided to target the Indian adult through Cadbury's Dairy Milk. The CIL also made efforts to manage the ?worm controversy' in October 2003 to maintain the brand image of the company. Cadbury's Dairy Milk (CDM) is its flagship brand, having a market share of 30% and average daily sales of 1 million bars...
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