Cadbury Dairy Milk

Milkinis · Usage & Awareness Tracker

Post-launch brand health · 6 metros · Ages 15–44 · n = 800 per wave (2,400 total)

Wave 3 · Aug '26 vs W1 Feb '26 Dummy data — demo

Brand adoption funnel — Wave 3

% of total sample · conversion between stages shown at right

Each bar = a Milkinis finger; cream stripe marks the milky filling. Width is proportional to reach.

Awareness build across waves

% of total sample · TOM ⊂ Spontaneous ⊂ Aided

First source of awareness

Base: aware of Milkinis, W3 (n=553)

Barriers to trial

Base: aware non-triers, W3 (n=247)

Aided awareness by city — W3

% of city sample

Brand imagery — W1 vs W3

% endorsing each statement · base: aware of Milkinis

Competitive context — W3

Past-3-month brand usage (Milkinis shown P1M) · % of total sample

Product delivery & intent

Liking T2B (base: triers) and purchase-intent T2B (base: aware) across waves

Consumption frequency — W3

Base: past-1-month users (n=188)

Awareness engine working

Aided awareness has climbed from 43% to 69% in six months, led by 15–24s (77%) and Delhi NCR. Digital (YouTube + Reels) now matches TV as the discovery engine at 38% combined.

Distribution is the leak

The single biggest trial barrier is "not seen in stores" (32%) — a availability problem, not a persuasion problem. Fixing visibility converts existing demand before more media is needed.

Product repeats once tried

Liking T2B is up to 82% and trial→P1M conversion holds at 61%. "Worth the price" (38%) trails all other imagery — price-pack architecture is the lever for the repeat base.