Cadbury India:

The main competitors of Cadbury India are Nestle and Amul. Cadbury Dairy
Milk has launched some very creative advertisements in India over the years.
More than innovative, the ads have been very relevant to the Indian ethos. The
shubh aarambh ads which captured the Indian tradition of having something
sweet before an important occasion or kuch meetha ho jaye which associated
Cadbury Dairy Milk with celebratory occasions. Recently, Cadbury Dairy Milk
has been airing the meethe mein kuch meetha ho jaye campaigns which have
found a lot of favour with the audience. The ads, in typical Cadbury style, are
very heartwarming and creative.
If we look through the years, we can clearly see that Cadbury is doing
everything possible to maintain a strong hold on the Indian chocolate market.
While it remains a dominant leader with over 70% of the market share, this has
eroded over the years as competitors like Nestle, Amul and CAMPCO have
made strong forays. There was a time before and during the early 90s when
Cadburys enjoyed an even higher market share. This was the time when
chocolates were very clearly positioned for children. However, with the entry of
global giant Nestle, two things happened. Firstly, there was a sudden spurt of
competition for Cadbury. But more importantly, the market began to grow at a
faster pace. Cadbury seized this opportunity and started creating advertisements
that were targeted towards the kids in all of us. This was a very smart move as
they already had the childrens segment all tied up. Moreover, the children of
the 90s have now grown up, and Cadbury still offers them reasons to eat Dairy
Milk.
Hence, while their market share has eroded by a few points, Cadbury has
significantly improved its revenues in absolute terms by evolving a long term
advertising plan and one that is very relevant to the Indian context. With
predominantly Indian themes, special moments (remember the girl dancing on
the cricket field) and soulful music, Cadbury has really managed to connect
with the audience. The recent meethe mein kuch meetha ho jaye campaign is
simply a continuation of this strategy to expand the market. In conclusion,
Cadbury Dairy Milk has managed to take a simple chocolate bar and create
numerous associations with it over the years. It has built up different audiences
over the years, and to every audience it offers a different meaning but one that is
very relevant.

Advertising Strategy of Nestle India

Nestle has some popular chocolate products, most popular being Nestle Kitkat,
Munch, Milky bar, Eclairs and Polo. The newly introduced Alpino is targeting
the gifting segment in response to various chocolates like Dairy milk and
Bournville by Cadbury. The chocolates segment of Nestle is a star, where the
competition is high and the expense is high but at the same time the market size
is huge as well.
Promotions for chocolates are done smartly. Kitkat focuses on Take a break
and has done some good marketing for the same. Kitkats website too is very
innoative and shows nothing but asks the visitor to take a break and have a
Kitkat. The major push expected of a FMCG company is in sales promotions at
the ground level. This is where Nestle really rocks.
They merely focus on to have fun in an exciting manner after being tired from
doing something. For example, the recent ad of Kit Kat were babies are seen
dancing was a part of imagination of a doctor who is busy in doing work. This
ad was widely appreciated and noticed by Indian audience.

AMUL
In case of chocolates, amul too is a competitor of Cadbury. But Amul does not
spend much in advertisement of their chocolates. Rather, they just advertise
their butter and milk by using the Amul girl.
The major reason for Amuls absence in hardcore advertising is that Amul does
not want to give away margins in advertising its products. As per Amul, their
maximum budget for advertising is 1% of the turnover. Above and beyond that
will directly affect the cost of the product. And the major reason for Amuls
strong presence in the market is its excellent quality combined with the
affordable price. Thus, overall promotions will always be low for Amul except
for the outdoor advertising of Amul butter.
MARS India:
Other competitors of Cadbury have entered the market. These competitors are
mainly the international brands that have entered India like Mars which includes
chocolates like snickers, twix, mars, galaxy etc. However, mars is not giving
advertisements of any of their chocolates other than Snickers. Snickers had a
recent campagn of removing hunger.

FERRERO India:
Other competitor is Ferrero, a premium brand of chocolate that manufactures
Ferrero Rochers and kinder joy. Kinder Joy is aimed at kids which has a toy
inside the chocolate. Currently only Kinder Joy is heavily advertised in India
which aims at kids. The ad on TV shows how kids are happily eating Kinder
Joy by getting a Toy within it. This advertisement has attracted a lot of kids and
from past 1 year, even though Kinder Joy is fairly expensive, is now a
successful brand in term of sales of volume.