Chocolate company unveils campaign to defend market share

Chocolate company unveils campaign to defend market share

 Cadbury Kenya Limited, a leading confectionery firm has unveiled an integrated market campaign to support customers in consumption of Dairy Milk chocolates and defend its market share.

In a press statement issued to the public by the Brand Manager, Lorna Kamaemba, it was noted that the taste of the chocolate will remain the same however it shall entail different flavors.

“The campaign doesn’t alter the taste of the chocolate, it gives the consumers an opportunity to savour Cadbury Dairy Milk chocolate range of flavors,” read the statement.

The campaign shall run for a period of three months to bring the public into notice of the new products.

Speaking at the launch, Cadbury’s Category Brand Manager said that the new chocolate brand targets consumers of all ages. She noted that the campaign would equally rejuvenate the old childish memories through its advertisement.

“We believe that there is a child inside all of us and our chocolates bring them out to play. We developed this campaign with that in mind – we want to connect with our consumers, young and old, in line with our mission of ‘creating delicious moments of joy’ to unwrap the joy in homes across the country.”

The campaign comes at a time, when Euromonitor International 2016 report, indicates that Kenya’s Chocolate confectionery sector continues to benefit from the expansion of the mid-income group. According to Kenya National of Bureau of Statistics (KNBS) production of Cocoa and Chocolate confectionery in Kenya grew by 4.5 percent in 2016.

Separately, a popular consumer insight based website, Kuzabiashara reported that 12 percent of Kenya’s consumer budget is spent on edibles like Margarine, Chocolates, Sugar and Spices. The consumption of these items is higher among the middle class than the high-end and low-end consumer markets.

The campaign is based on five lovable Martian figurines that Cadbury Dairy Milk has created to reflect its most popular local flavors, Cadbury Dairy Milk, Whole nut, Dream, Fruit and Nut, Top Deck, Mint Crisp, Rum & Raisin, Cashew & Coconut, Biscuit, Dream Biscuit & Top Deck Mint.

Cadbury Dairy Milk is one of Mondelez International flagship brands – first introduced in England in June 1905, become the company’s best-selling product by 1914.

The brand’s distinguishing factor is the higher milk content contained in the chocolate “a glass and a half full of milk’’.

Cadbury Dairy Milk was introduced into the Kenyan market in 1970 and has since grown to become a household name across the country.

With over 60% market share, Cadbury Dairy Milk continues to enjoy market leadership in Kenya with this campaign representing a continued effort to sustain and grow local market leadership in the region.

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