Cadbury India-Product Life Cycle

Presented byVikrant Gunale (Reddy)(9037)

Cadbury-History

• Cadbury Chocolates was started in Birmingham in 1824 by John Cadbury.

• Cadbury Dairy Milk came up with the mix of milk and chocolate tray which is pretty much how the product still is.

• No drastic change in the recipe of the product but the packaging and the representation and prominence of the ‘glass and half of milk’ logo has changed over a period of time.

Continued…..

• 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.

Continued….

• 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 celebrates 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, 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 MilkCadbury CelebrationsBournville5 StarPerkGemsToblerone

Continued…….

• BeveragesBourn vitaTang

• BiscuitsOreo

• Candy ÉclairsHalls

• GumBubbaloo

Brand Identity

• In 1984 Cadbury Dairy Milk is introduced in India • Cadbury Dairy Milk is in the maturity stage of the

product Life cycle• It currently has a market share of 70% in the

chocolate market and is way ahead of its competitors

• There is a high degree of brand awareness• The colour purple and the ‘glass and half full’

logo is amongst the most recognized logos.

Market Scenario/Challenges

• Facts & Figures• The Indian Chocolate

market is estimated to beat around 1500crores.

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

• With 70% of the market share in India, Cadbury is the market leader

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.

Introduction• In the 1980s, CDM was positioned as ‘the perfect

expression of love’, captured in memorable copy.• During the early1990s, communicating that it was

the ‘real taste of chocolate’.• In 1994 came the path-breaking ‘real taste of life’

campaign.• Cadbury Dairy Milk redefined itself as the perfect

expression of spontaneous, shared good feelings, providing the ‘real taste of life’ experience.

• The strategy paid off: Brand Cadbury grew by over 50% in sales volumes.

Growth• 1998- The next stage of growth for the brand

deals with popularizing consumption in a social context, especially in more traditional settings like weddings.

• With the campaign ‘Khaanein waallon ko khaanein ka bahana chahiye’

• Cadbury Dairy Milk aimed to substantially increase penetration levels with the award winning ‘Kuchh khaas hai.. .’campaign.

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

Maturity• With Bachchan they also 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.

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

• “Shubh Aarambh” ads that have brought back the old charm of Cadbury Dairy Milk with its very interesting insight of mixing the traditional with the new age

Decline / New product Introduction

• Many marketing experts would agree that the best time to reinvent for a brand is when the going is still good.

• No brand can afford to assume it’s created the definitive product.

• Cadbury Dairy Milk(CDM) introduce the sub brand Silk.

Do You remember this?