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CADBURY

DAIRY MILK

HISTORY OF

1800-1850

1824
JOHN CADBURY OPENED BULL STREET SHOP
In 1824, John Cadbury opened a grocers shop at
93 Bull Street, Birmingham. Among other things,
he sold cocoa and drinking chocolate, which he
prepared himself using a pestle and mortar.

1831
JOHN CADBURY OPENS FACTORY IN
CROOKED LANE
The Cadbury manufacturing
was born in 1831, when John
decided to start producing
commercial scale and bought
storey warehouse in nearby
Lane.

business
Cadbury
on a
a fourCrooked

1831
JOHN CADBURY OPENS FACTORY IN
CROOKED LANE
The Cadbury manufacturing business was born
in 1831, when John Cadbury decided to start
producing on a commercial scale and bought a
four-storey warehouse in nearby Crooked Lane.

1842
THE RANGE EXPANDS
By 1842 John Cadbury was selling no less than
16 varieties of drinking chocolate and 11
different cocoas! The earliest preserved price
list shows that you could buy drinking chocolate
in the form of both pressed cakes and powder.

1847
THE BUSINESS MOVES TO BRIDGE
STREET
In 1847, the Cadbury brothers' booming
business moved into a new, larger factory
in Bridge Street in the centre of
Birmingham.

1847
FRY'S PRODUCE THE FIRST CHOCOLATE BAR
18th century France produced pastilles (tablets)
and bars. But it wasnt until Bristol company Fry
& Son made a chocolate delicieux a manger in
1847 that the first bar of chocolate appeared,
as we know it today.

1849
CADBURYS FIRST CHOCOLATE BAR
Refined plain chocolate was made for
moulding into blocks or making bars and
chocolate creams that with chocolatecovered fruit-flavored centres.

1850-1900

1861

RICHARD AND GEORGE CADBURY TAKE


CHARGE

John's health rapidly declined and he


finally retired in 1861, handing over
complete control of the business to his
sons Richard and George. The brothers
were just 25 and 21 when they took
charge of the business.

1866
AN INNOVATIVE PROCESSING TECHNIQUE IS
INTRODUCED
The turning point for the Cadbury business was
the introduction of a new processing technique,
resulting in the 1866 launch of 'Cadbury Cocoa
Essence', the UK's first unadulterated cocoa.

1875
FIRST MILK CHOCOLATE BAR
In 1875, a Swiss manufacturer called
Daniel Peter added milk to his recipe to
make the first milk chocolate bar.

1897
CADBURYS MILK CHOCOLATE IS
LAUNCHED
When Cadbury started making Cocoa
Essence they had lots of cocoa butter left
over, so they used it to make bars of
chocolate!

1900-1940

1905
CADBURY DAIRY MILK IS LAUNCHED
Swiss manufacturers were leading the field in milk
chocolate, with much better products than their
rivals. In 1904, George Cadbury Jnr was given the
challenge to develop a milk chocolate bar with
more milk than anything else on the market.

1928
THE 'GLASS AND A HALF'
SYMBOL IS INTRODUCE
It was originally used in 1928 on press and posters,
but since then its been in TV ads and on wrapper
designs, where you can still see it to this day. First of all
it was just on Cadbury Dairy Milk, but its become the
face of the company in recent years.

PRODUCT
DEVELOPME
NT PROCESS
OF

PRODUCT DEVELOPMENT
PROCESS

IDEA
GENERATION

In the middle of 1890s, the Swiss


manufacturers
dominate
the
milk
chocolate market with a product of
superior taste and texture produced by
Daniel Peters of Vevey, using condensed
milk rather than milk powder.

Cadbury made their first milk chocolate in


1897 by blending milk powder with the basic
chocolate ingredients of cocoa butter, cocoa
mass and sugar. By today's standards the milk
chocolate wasn't particularly good - it was
very coarse and dry and neither sweet nor
milky enough.

Because of this, the Cadbury chocolate


bar had been left behind by the Swiss
made chocolate. George Cadbury Jr. was
given a challenge to develop a milk
chocolate bar with more milk than
anything else on the market.

IDEA
SCREENING

In the early 1900s, George Cadbury Junior and


experts at Bournville took on researching new recipes
and production methods to improve their product.
Since at that time, the Swiss dominate the milk
chocolate market with a product of superior taste and
texture which was produced by Daniel Peters of
Vevey. They decided to took their research on Swiss.

We could see that the process that they undergone


was benchmarking which is a technique wherein a
company measures its performance against that of
best in class companies, which on that time was the
Swiss produced chocolate and determines how those
companies achieved their performance levels and
uses the information to improve its own performance.

As their study continues, the group of George


Cadbury Jr. discovered that Daniel Peters had used
condensed milk rather than milk powder that gave
their milk chocolate a superior taste over any other
milk chocolate at that time. The group of George
concluded they can use fresh dairy milk as a
substitute to compete with the emerging Swiss
chocolates.

CONCEPT
DEVELOPMENT

By June 1904, the recipe was perfected


and a delicious rich and creamy new milk
chocolate was ready for production. During
those days, milk chocolate was in demand
by most people. Since the Swiss used
condensed milk to enhance the taste of a
chocolate, Cadbury.

In the beginning the product is produced by


keeping in mind the customer satisfaction for
the product which should match the regional
selection criteria and it should fulfill the need
and demand and customer expectations.

MARKET
STRATEGY

TARGET MARKET
The best thing about dairy milk is it doesnt have
a particular target market its for everyone from a
3 year old kid to 50 year old adult. There is no
age limit to eat dairy milk as we have create is as
a healthy milk bar. Cadbury market targeting
strategy is never keeping a specific market on
focus because everyone is important.

CADBURY
DAIRY MILK
4PS

PRODUCT
The product dairy milk is a milk bar
which is made from real dark chocolate.
The special flavours produced when fresh
milk, cocoa mass and sugar are cooked
together in the first stages of the
chocolate crumb making process give
Cadbury Dairy Milk its unique taste.

PRICE
The price charged for a chocolate bar
can determine whether a consumer will
buy it and the level of sales achieved can
determined. As for pricing, Cadbury has
various pricing strategies as dairy milk
can be sold in different forms. Cadbury
dairy milk is priced based on its weight of
the pack. Pricing is also done in such a
manner that customer can afford it.

PLACE
Cadbury dairy milk is produced in chocolate
factory in Bourneville Birmingham. After the
chocolate is produced and has undergone all
the quality checks it is transported to the
storages rooms. Then dairy milk chocolates are
sold to the needed shopper keepers and
retailers.

PROMOTIONS
Gradually about chocolate, it is said
that chocolates are eaten when someone
is
happy.
And
in
most
of
the
advertisement
it
is
portrayed
as
chocolates are something to be eaten in
the moments of happiness.

But it is found that chocolates are eaten in


different situations. As it depends on ones mood that
is he is feeling sad, anxious, depressed, stressed or
happy, there is a whole range of emotion that can be
felt. And thats why Cadbury dairy milk never has a
sort-out target market and being its promotions on
different level of mentality of people.

CADBURY
DAIRY MILK
SWOT
ANALYSIS

STRENGTH

WEAKNESS

OPPORTUNITIES

THREAT

STRENGTH
The biggest strength of a product is its brand name and dairy milk has
it Cadbury. Dairy milk has the biggest advantage of being a Cadbury
product because it is a highly reputed company and well known among
every person in the world from a 3 year old kid to 50 year old adult.
Cadbury has the betterment of positive perception of dairy milk among
in all peoples eye. Cadbury is best because it doesnt let people forget
about dairy milk, about its usefulness, its taste, its sweetness mainly
they dont let people forget the importance of dairy milk in their lives.

STRENGTH
We can ask a question to ourselves to know what Cadbury does which
is why it is better from anyone else. Cadbury offers best quality and
value in the exchange of money thats why people trust them and buy
their chocolate.
The unique quality of dairy milk is its availability in every area of a
country or a city or even a village. And while people buy chocolate they
see brand and Cadbury comes in their mind so does the word dairy milk
for the chocolate they want to buy and its strength for Cadbury that
people remember their name and its taste everywhere they go.

STRENGTH

Mostly people in market who come in search of


chocolate will find Cadbury dairy milk present in
every whole seller and retailers shop.
The facts that Cadbury dairy milk has the most sales
among the chocolate industries are there promotions
of their product.
They promote their product by regularly moderating
their chocolate shape, packaging and target markets.

STRENGTH
They are making their product seem like distributing
good feelings and love among everyone.
They are promoting this buy the unique way of
advertising it every way on televisions by ads,
posters, radios and free sampling and in gifts forms to
winners.

WEAKNESS
Weakness for Cadbury could be strong branding demand of people.
The standard and level Cadbury has staged dairy milk if anything
goes wrong in their investments in the product the brand name
goes done.
Even some people have started to think Cadbury has placed dairy
milk price to high from their standards to afford it and which can
also cause a decrease in sales.

WEAKNESS

The way Cadbury can avoid a weakness is presenting it


product as a necessity for every kid and adult and to some
extent it is but it need to be it. Because there are other
brand present in the market to trying to make most of their
product they know how to. And in market people are really
likely to see any kind weakness in your product and use as a
benefit for their product.

As chocolates are considered as un healthy so it is also a


weakness for dairy milk because if people starts thinking
that its not good for their health it can cause harm to them
they stop eating it and it can lead to financial crisis to a
brand and its product.

OPPORTUNITIES
Opportunities for Cadbury dairy milk are many as it a
high empire which is also producing many other
product to.
We all know that Cadbury also has its share in other
chocolates production as 5-star. As it is an opportunity
for Cadbury that they are also investing in production
of other chocolates.

OPPORTUNITIES
Good opportunity for Cadbury dairy milk is it packaging which they
keep changing after year by year to keep the attraction eye toward
their product, because chocolates are to be considered as a fully
healthy product is still to be exploited in the peoples eye so
Cadbury has still lot more to do and they can do it too because they
have room for expansions and it is the biggest opportunity for them.
Other opportunity for Cadbury can be a change in government
policy according to their need. As for they can export their product
more then they use to do it would generate more profit.

OPPORTUNITIES
Change in technology can also be an opportunity as for promotion
can be done in a more modern way and will promote their product
more.
As change in population profiles is also an opportunity because the
people in the old age didnt allowed children to eat chocolate they
thought it was bad for them but Cadbury can change their point of
view because dairy milk is a milk bar and milk cannot be unhealthy
for children and it taste would make children like it more so
parents will be more likely to buy it for them more and more.

OPPORTUNITIES
The increase in population is also

an
advantage because more the people
more they will consume.

The biggest opportunity for Cadbury is to


make dairy milk chocolate a healthy
product for their consumers which could
increase its consumption to a double
rate.

THREAT
Threat is now a common factor for every successful
company. As Cadbury is manufacturing dairy milk since
1905 it has generated lots of competitors in the markets.
As Cadbury has a bigger share in market it faces bigger
obstacles, such as healthier options could cause
problems or high pricing of dairy milk as compare to the
competitors can be a cause of lost in profit.

THREAT
Or if dairy milk taste becomes too similar to
other competitor chocolate then it can be a
threat.
As change in technology can be an opportunity
it can also be a threat to the product.

THREAT
If Cadbury starts having bad debt problems in it
account it can be a bigger threat to its profit
generating system.
And weakness of dairy milk is also a direct threat
because weaknesses in dairy milk it will give a
change to competitor to use as a threat to Cadbury.

FEASIBILITY
STUDY

This aims to find out whether a new product idea is


viable. It involves finding out if it can be produce
profitably. A detailed cost analysis indicated that the
cost of production would be similar to the existing
chocolate bar. Various price assumptions were
assessed until the optimum price was decided upon
and the potential profits were calculated. The study
found out that the product was likely to be profitable.

PRODUCT
DESIGN

Cadbury Dairy Milk blocks comes in a


range of sizes suitable for all ages and
occasions - from a quick snack, a selfindulgent treat, something to share with
family or friends or a gift. Cadbury started
its pack in pale purple with red script, in a
continental style Parcel Wrap.

Following on from this the wrapper was


designed. The packaging of Cadbury
products is a powerful marketing tool.
While each product has its own distinctive
design it must still be obvious that it
belongs to the Cadbury range.

TEST
MARKETING

Cadbury Dairy Milk blocks comes


range of sizes suitable for all ages
occasions - from a quick snack, a
indulgent treat, something to share
family or friends or a gift.

in a
and
selfwith

ALL SORTS OF NAMES WERE


SUGGESTED
Highland Milk,
Jersey and
Dairy Maid
But when a customers daughter suggested
Dairy Milk, the name stuck.

MARKET
ENTRY

Launched in 1905, Cadbury proudly boasted


that its new milk chocolate was not only "as
good as," but better than the European milk
chocolate. With its now-famous glass and a half
of full-cream milk in every 200gms, it contained
far more milk than any previously known
chocolate.

Dairy milk was launched in June 1905.


It was sold in unwrapped blocks that could
be broken down into penny bars. Gradually
it became more and more successful, until
it was Cadburys biggest seller by the
beginning of the First World War. By the
early 1920s it had taken over the UK
market. And of course, its still with us
today. Cadbury Dairy Milk has become
whats known as a megabrand, hugely
popular and available in many different

CADBURY DAIRY MILK


MAKING PROCESS

Cadbury make a variety of chocolates


but their two main products are Cadbury
Dairy Milk chocolate and Cadbury Old Gold
dark chocolate. The special taste and
texture of Cadbury chocolate is based on
long traditions of expertise in chocolate
recipe and processing methods unique to
Cadbury. Techniques are improving all the
time and new technology enables the
process to be highly tuned to consumer's
evolving tastes and preferences.

Chocolate production is a highly sophisticated,


computer controlled process, with much of the new
specialist machinery being produced to our own
design and specification. Making Cadbury Dairy Milk
Chocolate is a long process. The following
presentation will give you many things about this
world famous chocolate manufacturing process.

THE INGREDIENTS

The journey of the Cadbury chocolate begins as a tiny


cocoa bean in any of the countries close to the
Ecuator like Ghana, Nigeria, Cote DIvoire, Malaysia,
and Indonesia. At this stage, the cocoa bean is in a
young Cocoa pod on the 'Theobroma Cacao', aka the
Cocoa
Tree.

After selecting high quality cocoa beans, at


Chirk cocoa factory is the first stage to
processed these beans to produce cocoa mass
containing 55% cocoa butter plus extracted
cocoa butter, the basis for all chocolate
products.
When plain chocolate is made the 'mass' goes
straight
to
the
Bournville
factory
in
Birmingham while the 'mass' for milk
chocolate production is taken to the Cadbury
milk factory at Marlbrook, Herefordshire, in the
heart of English dairy country.

At the milk processing factory fresh liquid full


cream milk is cooked with sugar and
condensed to a thick liquid. Cocoa mass is
added, making a rich creamy chocolate liquid,
which is then evaporated to make milk
chocolate crumb. As these ingredients are
cooked together the very special rich creamy
taste of Cadbury chocolate is produced.
95,000 tones of crumb a year are produced at
Marlbrook to be made into chocolate at the
Cadbury chocolate factories at Bournville,
Birmingham and Somerdale, Bristol.

On arrival at the chocolate factory the crumb is


pulverized by heavy rollers and mixed with additional
cocoa butter and special chocolate flavorings. The
amount of cocoa butter added depends on the
consistency of the chocolate required: thick chocolate
is needed for molded bars, while a thinner
consistency is used for assortments and covered
bars.
In the UK up to 5% vegetable fat is added to
compensate for variations in cocoa butter, allowing
the melting properties of the chocolate to be
controlled to a precise standard, and preserving the
full taste and texture of the chocolate. Cadbury use
carefully selected vegetable oils similar in nature to
cocoa butter: African Shea, Indian Sal and Malaysian

Cadbury Dairy Milk, which has sugar and


cocoa butter added to the mass before
pulverizing, undergo the final special
production stages, producing the famous
smoothness, gloss and snap of Cadbury
Dairy
Milk.

Final
Production
Stages
Dairy milk undergoes special final production
stages - refining, conching and tempering which produce the famous smoothness, gloss
and snap of Cadbury Dairy Milk.
The most important component of chocolate,
as far as texture is concerned, is the fat, and
the special processes known as conching and
tempering are very carefully controlled to
produce chocolate with the fat in a specific
physical structure.

The fat must coat individual particles of cocoa, milk and


sugar, combining them together to form the solid
chocolate.
Conching involves mixing and beating the semi-liquid
mixture to develop the flavor, removing unwanted
volatile flavours and reducing the viscosity and particle
size.
Tempering is the final crucial stage. It is a complex
process, which in simple terms involves mixing and
cooling the liquid chocolate under carefully controlled
conditions to ensure that the fat in the chocolate
crystallizes in its most stable form. Highly sophisticated
machinery has been developed for this process and the
control of it is one of the skills of the chocolatier.

Without the right tempering, the chocolate


would be very soft and gritty, as large crystals
would form and the lovely gloss and snap of
top quality chocolate would soon disappear.
Tempered chocolate is used in a number of
ways to produce Cadbury's famous brands.

Blocks of solid chocolate, including bars


with added ingredients such as nuts and
raisins, are known in the industry as
'moulded' products.
Tempered chocolate is poured into barshaped moulds, shaken and cooled, then
the moulded blocks continue to high
speed wrapping plants.

Cadbury'schocolateproductionisahighl
ysophisticated,computercontrolled
process, with much of the new specialist
machinery being produced to Cadbury's
own designand specification

SUPPLY CHAIN
MANAGEMENT OF
CADBURY DAIRY MILK

Presented by:
DIAZ, Marinelle E.
Joshua L.

ESPARES, Wennievic

GARROVILLAS, Aileen V.

FORTUNO,

HERNANDEZ,
Michael S.

BSA 3-14