Milka commercial

Mondelēz International is an American multinational confectionery, food and beverage company, based in Illinois, which employs about 107 00 people around the world. It consists of the former Kraft Foods Inc, after the October 2012 spin-off of its North American grocery operations. The Mondelez name, adopted in 2012, was suggested by Kraft Foods employees and is a combination of the words for "world" and "delicious" in Romance languages.

The company, headquartered in the Chicago suburb of Deerfield, Illinois, manufactures chocolate, biscuits, gum, confectionery, coffee, and powdered beverages. Mondelez International's portfolio includes several billion-dollar brands such as Oreo, Chips Ahoy!, TUC, Belvita, Triscuit, LU, Nabisco, Club Social, Barni Peek Freans (cookies and crackers), Milka, Terry’s, Côted'Or, Toblerone, Cadbury, Marabou, Fry’s, Lacta (chocolate), Trident, Dentyne, belVita, LU, Lu Petit Beurre Chiclets, Halls, Stride, Cadbury (gum and candy), and Tang (powderd beverages).

In 1994, Kraft Foods International opened a new subsidiary company in Romania, by buying 82% of the S.C. Poiana Produse Zaharoase S.A. Brasov’s shares, for $ 4.4 million. Having a big financial power and a notoriety brand, Kraft Foods had an easy way to become one of the most appreciated companies in Romania.

The company has an annual revenue of about $30 billion and operates in approximately 165 countries

1.2. Brand presentation

Milka is the leading European chocolate and one of the company’s billion-dollar brands. It’s unique lilac-colored packaging and the famous lilac cow symbolize its Alpine heritage.

The history begins on November 17, 1825, when Swiss chocolatier Phillippe Suchard established a a pâtisserie in Neuchâtel, where he sold a hand-made dessert, chocolat fin de sa fabrique. The following year Suchard expanded his company and moved production to nearby Serrières, where he produced 25-30 kg of chocolate daily, in a rented former water mill.

In 1887 Carl Russ Suchard, Philippe’s son-in-law, opened the first chocolate factory in Austro-Hungarian Empire. They started to sell the first milk chocolate, a delicacy of desserts, in 1890s. Eleven years later, in 1901, the „purple legend” becomes alive when „Milka” brand is registered. From it’s first appearence, Milka’s chocolate packaging was purple and printed with a cow and a small view of the Alps. The name represents the combination of the first syllables of the words milk (Milch) and cacao (Kakao) in German.

In 1913, the people fell in love with Milka. The production incresed considerable. Only at the Lörrach factory the production was 18 times bigger comparative with the foundation year. Nine years later, the chocolate changed its packaging look for the first time. They kept the purple color and the drawing and letters were written in gold.

In 1973, Young & Rubicam advertiser developed the Milka cow and one year later appeared her first advertising, which made her the iconic figure of this brand. In 2002, Milka was released on Romanian market, having a great light show at the National Theatre in Bucharest. In In 2013,Milka cow, also known as LiLa, celebrated her 40 aniversary

Milka is a prestigious premium brand, being the leader on chocolate bar market in Romania. It is the brand with the fastest raise on the market, tripling its market share in the last three years, according to Mondelez datas.

Milka is sold in a large number of packages and flavors such as bars, cookies and praline. Here are some of them:

- Alpine Milk - Milk-chocolate bar;

- Broken Nuts - Milk-chocolate bar with hazelnut pieces;

- Milka and Daim - Milk-chocolate bar with pieces of toffee;

- Milka and Oreo - Milk-chocolate bar with Oreo filling;

- Choco-Swing - Milk-chocolate bar with a biscuit filling;

- Strawberry Yogurt - Milk-chocolate bar with strawberry filling;

2. Current analysis of positioning strategy of the brand

2.1. Marketing strategy

Milka brand adopted a customer driven marketing strategy. The customer is in the centre of Milka. There are four dimensions of the strategy: segmentation, targeting, differentiation and positioning.