POSITIONING:
The brand is positioned as a sweet or chocolate for any upbeat occasion. It is
positioned as the perfect recipe for all of life’s upbeat occasions. No matter
what the occasion, Dairy Milk will provide the perfect accompaniment.
POD:
o Goodwill/ emotional connect with Indian consumers
o Almost generic name in the Indian chocolate segment
o Campaigns are directed at kids as much as at adults
o Excellent distribution system, in India specifically
o 3 layer packaging
POP:
o Good quality product
o Chocolate manufacturing legacy
o Variants such as dark chocolate, fruit and nut etc.
o Constant innovation in marketing campaigns
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