Product Life Cycle

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.

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 Milk

Cadbury Celebrations

Bournville

5 Star

Perk

Gems

Toblerone

CONTINUED…….

• Beverages

Bourn vita

Tang

• Biscuits

Oreo

• Candy

Éclairs

Halls

• Gum

Bubbaloo

Rs 2000 crore market growing @ 18-20% p.a

70%

25%

5%

Market Share

CadburyNestleOthers

CHOCOLATE INDUSTRY

1948(Cadbury-

Fry Pvt Ltd)

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.

• 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.

WHAT IS PLC CURVE?

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.

PROMOTION

• ‘Real Taste of Life’ campaign in 1994 - chocolate that awakened the little child in every grown up

• ‘Khaane Waalon ko khaane ka Bahana Chhayie’ campaign in 1998 made consumption into a joyful, social occasion

• `Kuch Meetha Ho Jaaye’ campaign in 2004 to increase CDM consumption by making it synonymous with traditional sweets (Mithai)

• In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new

• With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert)

• revenue growth of 30% annually

DO YOU REMEMBER THIS?

THANK YOU!