Cadbury india-Product Life Cycle

Presented by- Roshani Mistry

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 bit the packaging and the representation and prominence of the ‘glass and half of milk’ logo has changed over a period of time.

• 1904- A new recipe is prefered 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- Whole Nut is added to the Dairy Milk Family.

• 1948- Cadbury Dairy Milk is sold in india• 1998- Dairy milk is re-launched with the new and

mordern 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 starPerkGemsTemptations

• BeveragesBourn vitaTang

• BiscuitsOreo

• CandyEclairsHalls

• GumBubbaloo

Compititors

• 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 intoo 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.

• 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.

STAGES OF PRODUCT LIFE CYCLE1. Introduction2. Growth3. Maturity and4. Decline

1. INTRODUCTION

• In the 1980s, Cadbury Dairy Milk 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.

2. 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%.

3. 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.

4. DECLINE

• At the decline stage the “new product introduction” is done by the Cadbury.

• 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 introduce the sub brand Silk.