Cadbury Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury, except in

the United States where it is made by The Hershey Company.[1] It was introduced in the United
Kingdom in 1905 and now consists of a number of products. A particular product in the Dairy
Milk line is made with exclusively milk chocolate. In 2015, Dairy Milk was ranked the best
selling chocolate bar in the UK.[2]

History
In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher proportion of milk
than previous chocolate bars, and it became the company's best selling product by 1914. George
Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were
suggested: Highland Milk, Jersey and Dairy Maid. But when a customers daughter suggested
Dairy Milk, the name stuck."[3] Fruit and Nut was introduced as part of the Dairy Milk line in
1926, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the
United Kingdom.[4] In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the
Dairy Milk bar, to advertise the bar's higher milk content.[5]

In September 2012, Cadbury made the decision to change the shape of the bar chunks to a more
circular shape in order to reduce the weight. The bar had not seen such a significant change in
shape since 1905.

Since 2007 Cadbury had a trademark in the United Kingdom for the distinctive purple colour
(Pantone 2865C) of its chocolate bar wrappers,[6] originally introduced in 1914 as a tribute to
Queen Victoria.[7] In October 2013, however, an appeal by Nestl succeeded in overturning that
court ruling.[8]

Bars
A Dairy Milk Caramel bar in its foil wrapper

The original Dairy Milk bar ("with a glass and a half of fresh milk") was launched in 1905.
Variant bars include caramel, "fruit & nut" (a bar with raisins and almonds), "whole nut" (with
hazelnuts) and a bar with a Turkish delight centre. Dairy Milk Ritz, a bar with salty Ritz crackers
was launched in the United Kingdom in 2014. Alongside this Dairy Milk with Lu Biscuits was
also launched. A Vegemite flavoured bar, which consists of milk chocolate, caramel, and
Vegemite (5%), was launched in Australia in 2015.

Advertising
Pre-2007 advertising

Cadbury has always tried to keep a strong association with milk, with slogans such as "a glass
and a half of full milk in every half pound" and advertisements that feature a glass of milk
pouring out and forming the bar.
In 2004, Cadbury started a series of television advertisements in the United Kingdom and Ireland
featuring a human and an animal (representing the human's happiness) debating whether to eat
one of a range of included bars.

Glass and a Half Full Productions (20072011)

In 2007, Cadbury launched a new advertising campaign entitled Gorilla, from a new in-house
production company called "Glass And A Half Full Productions".[9] The advert was premired
during the season finale of Big Brother 2007, and consists of a gorilla at a drum kit, drumming
along to the Phil Collins song "In the Air Tonight".[10] It is supposed to relate the joy of playing
drums to that of eating a chocolate bar.[11] The advert has now become extremely popular with
over five million views on YouTube, and put the Phil Collins hit back into the UK charts.

On 28 March 2008, the second Dairy Milk advert produced by Glass and a Half Full Productions
aired. The ad, entitled 'Trucks' features several trucks at night on an empty runway at an airport
racing to the tune of Queen's "Don't Stop Me Now".[12] The ad campaign ran at the same time as
the problems at Heathrow Terminal 5 with baggage handling; in the advert baggage was
scattered across the runway.[13]

On 5 September 2008, the Gorilla advert was relaunched with a new soundtrack Bonnie Tyler's
"Total Eclipse of the Heart" a reference to online mash-ups of the commercial. Similarly, a
version of the truck advert appeared, using Bon Jovi's song "Livin' on a Prayer". Both remakes
premiered once again during the finale of Big Brother 2008.[14]

In January 2009, 'Eyebrows', the third advert in the series, was released, of two children moving
their eyebrows up and down rapidly to a set electro-funk beat: "Don't Stop the Rock" by
Freestyle.[15]

In April 2010, a fourth advert aired, entitled 'Chocolate Charmer', containing a scientist mixing
milk and chocolate to make a dairy milk bar to the tune of "The Only One I Know" by The
Charlatans. This was subtly different to the others as it did not feature the 'A Glass and a Half
Full Production' title card at the start.

In April 2011, a sixth advert aired, known as 'Charity Shop' or 'Dancing Clothes', featuring
dancing clothes at a charity shop to the tune of "We Don't Have to Take Our Clothes Off" by
Jermaine Stewart. This exposed the song to a new generation who downloaded the track and
returned the song to the UK Top 40 so far reaching no. 29. This ad also marks the return of the
Glass and a Half Full title card.

Glass and a Half Full Records

Main article: Zingolo

A new 'record label' was launched as part of the Glass and a Half Full Productions campaign. The
first song released was Zingolo featuring Tinny, to promote Fairtrade Dairy Milk. A full music
video was made incorporating the 60 second ads, as well as a Facebook page.
Joyville (2012present)

The 2012 campaign focuses on an 'organisation made to bring joy to people'. Chocolate fountains
were put in shopping centres such as Westfield London and the first ad focused on the relaunch
of Dairy Milk Bubbly. During the campaign in 2012, Cadbury Dairy Milk was launched in new
flavours such as Toffee Popcorn, Golden Biscuit Crunch, an exclusive to Sainsburys, Nutty
Caramel and also Cadbury Dairy Milk with Oreo. Along with the new flavours, Cadbury also
launched two new Bubbly bars including a mini version and a Mint Bubbly.[citation needed] Cadbury
has also launched Crispello and most recently launched "Marvellous Creations" in the UK. In
addition, Cadbury also brought the Joyville concept into Asia, where Singapore Bloggers were
invited to join in and spread the love.[16]

In 2014, Joyville was replaced with the "Free The Joy" campaign. The song in a television advert
is "Yes Sir, I Can Boogie" by Baccara.[17] A new design was launched for Dairy Milk (and its
variants) inviting consumers to scan an on-pack QR code and visit a website featuring "Free The
Joy" moments.

An area where there is effective sale of goods and services Cadbury operates in about 60
countries like India, Australia, Canada, Middle East, Pacific countries with its headquarters in
UK.

Nature of business

Cadbury has a strong name in the market for selling a variety of products in three different
categories like chocolates, candy and gum.

Chocolates- dairy milk, five star, time out, perk, munch etc.

Pest-G analysis:

This is an analysis in which political, social, economical and technological factors are taken into
consideration when charting an organization's long term plans. [2]

Political:

Political decisions can be made by the Indian government like increasing the tax rate and this
increase will lead to decrease in sales of the chocolate and therefore profits, this will also limit
the opportunity for growth of the company.Government can also endure restrictions concerning
the welfare of the society and the workers, and so if the government decides to legislate the
functioning and disposal methods of Cadbury this could lead to huge losses.Since Cadbury is a
chocolate factory, the government may highly be concerned about the health problems that
Cadbury will cause and some more restrictions and rules could be made about the ingredients of
Cadbury which could cause in change of the taste.

Economical:
Increase in interest rates due to some economical factors or phase such as recession, could lead
to limiting the opportunity for Cadbury to undergo growing and expanding.In such recession if
incomes get lower then, Cadbury will experience decrease in sales as customer's priorities
change.In the boom phase, expansion would be a lot easier, economy at the highest and sales are
likely to increase.

Social:

The society perception has great effect on the functioning of the company; if alternative equal
brands of chocolate appear then customers might switch brands.Increase in the health
consciousness of the society could lead to major losses to Cadbury.

Technological:

Cadbury's traditional way of processing chocolate might get affected by the introduction of new
machines and techniques, causing them more money and being more automated, this change will
also force Cadbury to pump in more money for the training of the staff in order to adapt to new
machinery and techniques.

The competition:

Cadbury's Competitors:

Since Cadbury is one of the largest confectionary factories, it must face some competition from
other chocolate brand. Cadbury's main competitors are Nestle, Hershey's and Mars. But
Cadbury's large range of products open up new means of competitions. Cadbury unlike its
competitors have a strong base in countries like the UK, Australia, republic of Ireland, India and
etc.

Aug 27, 2012 - PROBLEMS FACED BY CADBURY Cadbury India Ltd. has begun investigations into reports
that live worms were found in its Dairy Milk "We are concernedchocolate bars, the company said in a
statement. about these reports and are investigating it," a company spokesperson The Maharashtra
Food and Drugs Administrationsaid.

MUMBAI: Cadbury India Ltd. has begun investigations into reports that live worms were found in its
Dairy Milk chocolate bars, the company said in a statement.
"We are concerned about these reports and are investigating it," a company spokesperson said.
The Maharashtra Food and Drugs Administration (FDA) had announced Monday that it would prosecute
Cadbury India Ltd. after tests indicated "insect infestations" in the chocolate samples tested.
FDA said two live larvae were found in the sample container and one dead larva was found in the
wrapper.
FDA Commissioner Uttam Khobargade said around 600,000 Dairy Milk pieces had been seized from
Mumbai itself.
The company would be sued under the Prevention of Food Adulteration Act.
FDA officials conducted raids at the Talegaon plant of the company as well at stockists' premises
throughout Maharashtra.
The authorities have, however, decided not to shut down the plant or cancel the company's licence to
manufacture chocolates."The chocolates have been out for sale since July 2003 so there are a very few
of them left in the market as of now. We have asked the company to withdraw the entire batch currently
in the market," Khobargade said.

January 20 2006 Cadbury discovers salmonella at factory in Marlbrook, Herefordshire.

Contamination traced to leak in pipe carrying waste water from cleaning machinery that was
dripping on to floor.

June 22 Cadbury recalls seven brands of chocolate. Lawyer complains that Food Standards
Agency has named strain of salmonella and stated its chocolate does not comply with food safety
requirements. FSA says: "The company had not given information to confirm that anything else
but Salmonella montevideo was present."

June 23 FSA documents say Cadbury posed unacceptable risk to public. "All requests for
information [to Cadbury] have to be reinforced."

June 30 Documents supplied by Cadbury reveal same factory was infected with salmonella in
April 2002.

July 3 FSA expert advisory committee reports that Cadbury's system for checking product safety
is unreliable, out of date and underestimates likelihood of salmonella contamination.

July 21 Health Protection Agency concludes that Cadbury was likely cause of salmonella
outbreak, which may have infected 180 people.

August 2 Chief executive Todd Stitzer says he expects full-year cost of recall to be 20m.

August FSA announces intention to give money to a council investigating salmonella at

Herefordshire factory.