WELCOME TO THE DELICIOUS WORLD OF CADBURY DAIRYMILK

CADBURY FACTS Intoduction to cadbury

Founded by john cadbury in 1824.

Entered India in 1948.

Merger with Schweppes in 1969 and demerger in 2008

Acquisition by kraft foods in 2010

Kraft splits into 2 companies in October 2012

Cadbury- a subsidiary of Mondelez international.

DAIRYMILK Launched dairymilk in 1905 in England.

Introduced in 1984 in India

Brand identity- glass and half full logo

Extending its line by adding different Ingredients e.g haselnuts, almonds, cashewnuts

Sub brand-dairymilk silk and its variants

Product variety-23 varieties

MARKETING CONCEPT Production concept -Widely available -Inexpensive

E.g dairymilk

Product concept -Good quality - innovative features -Improvisation

E.g dairymilk silk

1) Segmentation:-- Gift segment- Dessert segment

2) Target audience:--All age groups. -Prospective customers - range from 5 to 60 years of age.

3) Positioning:- As an alternative to traditional Indian sweets and desserts.

PRICE Low costing for basic product  From Rs 5 to Rs 20

Moderate price of variants- priced between Rs 35 to RS 60

Premium segment (premium pricing stratey)—Cadbury Dairy Milk Silk, a brand priced at Rs 60 for 60 grams  Rs 150 for 160 grams available in Milk chocolate, Roast Almond and Fruit & Nut variants.

PROMOTIONASLI SWAAD ZINDAGI KA

PAPPU PASS HO GAYA

DIL JO KEH RAHA HAI

SUNO

PLACE:- Presence- Available in 33 countries- India among Cadbury's top 12 global markets

Distribution network in India- Four sales offices- 2500 distributors- 5,50,000 retailers- Non retail chains

MARKET SCENARIO Market leader with 67% market share in chocolate

Industry with 30% contribution by Dairymilk.

Cadbury67%

Nestle21%

Ferrero6%

Others6%

market share

CASE STUDYTHE BATTLE OF WORMS-OCTOBER 2003

1) Dairymilk bars infested with worms.

2)Effects-Negative publicity sales volume came down in 12 weeks.

3) Maharashtra FDA went on to then seize the chocolate stock

4) Cadbury’s statement-Infestation was not possible at the manufacturing stage. It was storage linked problem.

5) Damage control by  correcting its manufacturing and storage processes under a PR campaign.

• Challenge to win back consumer confidence

• Launched project vishwas• Undertook advertising campaign featuring brand

ambassador Mr. Amitabh Bachchan ensuring safety and quality.

• The recovery.

And then they sold happily ever after!!

Thank you!