Presented byNEETU SHARMA

SECTION B

Cadbury India ltd.

Cadbury is British multinational confectionery company wholly owned by American company Mondelez International (originally Kraft Foods) since 2010.

Cadbury India, a subsidiary of Mondelez International, changed its name to Mondelez India Foods Limited.

‘glass and half of milk’ LOGO:-

CADBURY DAIRY MILK• Dairy Milk is a brand of chocolate bar made by

Cadbury.

• Popular in both the United Kingdom and around the world.

• Introduced in 1905, but it came to India in 1948.

• Dairy milk alone holds 30% value share of the Indian chocolate market.

• 1904 - A new recipe is perfected by George Cadbury for milk chocolate.

• 1905 - Cadbury launches Dairy Milk onto the market

• 1913 - Dairy Milk becomes Cadbury's best selling line.

• 1928 - Fruit & Nut is introduced as a variation of Dairy Milk

• 1933 - WholeNut is added to the Dairy Milk family.

Cadbury-History

• 1948 - Cadbury Dairy Milk is sold in India• 1998 - Dairy Milk is re-launched with the new

and modern pack design, but its recipe and unique taste are still very similar to the original recipe

• 2005 - Cadbury Dairy Milk celebrated its 100th birthday

Cadbury India-Introduction

• Began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market.

• Cadbury has five company-owned manufacturing facilities at-

Thane(Mumbai), Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh)

• 4 sales offices- New Delhi, Mumbai, Kolkata and Chennai

Products of Cadbury•Chocolates-

Cadbury Dairy Milk Cadbury Celebrations Bournville 5 Star Perk Gems

Beverages 1.Bourn vita 2.TangBiscuits 1.OreoCandy 1.Éclairs 2.HallsBubble Gum 1.Bubbaloo

Brand Identity1. In 1984 Cadbury Dairy Milk is introduced in India 2. Cadbury Dairy Milk is in the maturity stage of

the product Life cycle3. It currently has a market share of 72% in the

chocolate market and is way ahead of its competitors

4. There is a high degree of brand awareness5. The colour purple and the ‘glass and half full of

milk’ logo is amongst the most recognized logos.

Companies/Competitors• In the Indian market that Cadbury faces any competition

from are Nestle and Amul.• There are several new and local brands like Candico, Sweet

World etc

Consumer Trends

• The Mithaai or sweet has been the tradition in India so far.

• Chocolates are now trying to break into that league.

• Chocolates are more of an impulse buy.• Consumers are preferring chocolates to

Mithaai because of proper packaging, longer shelf life, mid-range pricing and convenience.

Continued….• Consumers have started showing interest in not just milk

chocolates but other varieties like Dark Chocolate etc.• One of the major challenges that Cadbury Dairy Milk

faces is a decline in sales due to new variants being introduced in the market by other brands which could result in the product moving from maturity to decline stage.

• Another major challenge comes from a different product category altogether which is the Indian Sweets or Mithaai.

Market Scenario• Facts & Figures• The Indian Chocolate

market is estimated to beat around 1500crores.

• It is growing at the rate of 18-20% per annum

• With 72% of the market share in India, Cadbury is the market leader

• The brand penetrated into smaller towns and sales volumes grew by 40%

Main marketing strategy used: Advertisements

CADBURY DAIRY MILKTARGETED CUSTOMERS

The targeted customers of Diary Milk has been changing from time to time and advertisement to advertisement.

CADBURY DAIRY MILK

A FEW ADVERTISEMENTS

• The ‘Real Taste of Life’ with the girl dancing on the cricket fields.

• The message: ‘Dairy Milk is for enjoyment’

CADBURY DAIRY MILKDuring late 90’s

• Campaign: ‘Khanewalon ko khane ka bahana chahiye’.

• Target: widening or popularizing chocolate consumption among the masses

More recently

With Bachchan they launched their new positioning of “Kuch Meetha Ho Jaaye” bringing in the tradition of celebrating a joyous occasion in India with sweets and now Cadbury Dairy Milk in particular.

CADBURY DAIRY MILK

• Campaign: ‘pappu pass ho gaya’.

• Target: encourage those who have pass the exams to celebrate with Dairy Milk.

CADBURY DAIRY MILK

The “Pehli Tareekh Hai” campaigns talked about the importance of having Dairy Milk and celebrating on getting your pay on pay-day

• Conclusion

The prospective customers of Cadbury Dairy Milk have changed from kids to adults-including every family member to celebrate any occasion with Dairy Milk.

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