Dairy milk has launched a new product called Dairy Milk Shots. The product is not a bar chocolate but a candy. The ball shaped candy is milk with chocolate cover. The new variant is being promoted in various television channels
Watch the TVC here : Mann Mein Laddoo
The product is being equated to Laddoo ( an Indian Sweet ) and is being promoted using the tagline " Mann main Laddoo " .
Diary Milk had earlier extended itself into Eclairs. This is another stretch for the brand which is synonymous with Bar Chocolate in India.
Cadbury's Dairy Milk Shots has already been in existence in other parts of the world. The brand is currently priced at Rs 2 for a pack of two shots.
Earlier the rival Nestle's brand Munch had launched a similar kind of product called Munch Pop Chocs.
I personally have negative opinion against too many brand extensions . But in a product category like confectioneries , one is forced to get into various extensions inorder to keep the product in the limelight. Cadbury's Dairy Milk Shots will attract those who want little doses of Chocolate and its a good one to share too.
Related Brand
Cadbury's Dairy Milk
I read the post about milk shots and also your contention with too many extensions. Here there is a bit of confusion or should i say disagreement.
ReplyDeleteI presume the reason you don't prefer 'n' number of extension is because it tends to clutter the mind of the consumer a lot about the product variants. Now keeping that as the basic premise i would say eclairs though is definitely an extension but don't think it is the kind of extension that milk shots is being tried to make.
Why i say this is because the main way in which eclairs was being promoted was through push strategy. That is i don't quite remeber having seen eclairs ads being run the way milk shots or other dairy milk products have been promoted. rather when you go to shop, eclairs is their at the line of vision ( i am not getting the marketing term for this), so they promoted eclairs through the retailer, by making them keep it in front and people who have used it know that it is a cadbury product at the back of their mind. This is what i am trying to tell you. by promoting one product through one channel and the other through the pull way, cadbury, even though has two very valid and strong extensions yet it does not create clutter.
Correct me if i am wrong.