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Cadbury launches new variant “Dairy Milk Silk”
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Saturday, 30 January, 2010, 08 : 00 AM [IST]
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Our Bureau, Mumbai
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Cadbury India, one of the largest chocolate manufacturers of the country, has launched Cadbury Dairy Milk Silk, a new variant under its Dairy Milk (CDM) brand.
With this new variant the company aims to position Silk as smoother, creamier and chunkier. Cadbury India has gone all out to promote the new variant and has rolled out a TV-led 360 degree campaign including outdoor, print and Internet. O&M is the creative agency on the account.
Speaking about the launch, Sanjay Purohit, marketing director, Cadbury India, said, “Our newest offering, CDM Silk has been specially formulated to cater to the Indian consumers craving for smoother, creamier and finer chocolates available internationally. The initial consumer feedback during the test marketing has been very encouraging and many perceive CDM Silk to be superior to other international chocolate brands available in the country.”
According to media reports, Dairy Milk Silk is priced at Rs 49 for 69 grams and Rs 99 for 160 grams bar, the CDM Silk offering will be available in milk chocolate, roast almond and fruit & nut variants.
The current Indian chocolate market is estimated at Rs 20 billion .Cadbury India has a market share of over 70 per cent in the chocolate segment.
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