Swot Analysis Of Cadbury Dairy Milk

9.1. Product

Cadbury worldwide has a very strong brand presence and an even stronger product range. It has 57 sub-brands under its confectionary category, over 11 different types of desserts (with at least two sub-brands in each dessert category), 7 types of beverages, 3 types of biscuits, 4 types of cooking products, and at least 20 different types of miscellaneous chocolate sub-brands. Needless to say, it’s a huge umbrella brand which balances its brand equity with its diverse product range.

However, in Singapore alone, Cadbury has not unleashed its entire product line, and instead has selected a few megabrands and released them to gain an appreciable market share. Cadbury’s products in Singapore alone consist of Dairy Milk, Bubbly, Dream,

In Singapore, 12 flavours are offered under the Dairy Milk’s brand. These 12 flavours are the Dairy Milk itself, Cashew, Dream, Dud, Fruit & Nut, Hazelnut, Crunchie, Macadamia, Marble, Roast Almond, Top Deck, and Blackforest. There have also been collaborative flavours such as Cadbury Dairy Milk Oreo, as well as new flavours with whimsical fillings, under the Cadbury Marvellous Creations category, and new chocolates with interesting textures, such as Cadbury Dairy Milk Bubbly. Cadbury Dairy Milk continues to expand in variety to excite and entice

The airtime for Dairy Milk commercials had reduced considerably and there weren’t any new initiative since they launched the “Shioklaty” campaign. Even this was a one off deal which they felt didn’t garner enough public attention. The only reason that Dairy Milk still contained some value in their minds was because of its historically strong position and product. In order to prevent themselves from losing grasp of it’s popularity, Cadbury Singapore tried to reconnect with it’s consumers through a new branding