Introduction

•John Cadbury converts from tea and coffee to selling chocolate.

• The year 1780 ,the first machine-made chocolate is produced in
Barcelona.

•After eight years of experimenting, the Swiss Daniel Peter

puts the first milk chocolate on the market in 1875.

•Rudolph Lint of Berne produces chocolate which melts on the

tongue for the first time in the year 1879.

•Operate in over 60 countries.

In India, Cadbury began its operations in 1948 by importing

chocolates

•After 60 years of existence, it today has five company-owned

manufacturing facilities

•The corporate Head office is in Mumbai

 BENEFITS
 Decrease blood pressure
 Improve circulation
 Lower death rate from heart disease
 Improve function of endothelial cells that line the
blood vessels
 Defend against destructive molecules called free
radicals, which trigger cancer, heart disease and stroke
 Improve Digestion and stimulate kidneys
 Has been used to help treat patients with anemia,
kidney stones and poor appetite
 ST P
SEGMENTATION TARGET MARKET
POSITIONING
 segmentation

GEOGRAPHIC SEGMENT

IMPULSE SEGMENT
FOR EATING THEN AND THERE.
“KHAANE WALO KO KHANE KA BAHANA CHAHIYE”

GIFT SEGMENT
PURCHASED TO GIFT SOME ONE.
TARGET MARKET
The prospective customers of Cadbury Dairy Milk
have changed have changed from kids to adults-
including every family member to celebrate any
occasion with Dairy Milk.
 Positioning
FOR KIDS ACROSS INDIA,
THE WORD ‘CADBURY’ IS SYNONYMOUS WITH CHOCOLATES.

CDM POSITIONED AS
‘THE PERFECT EXPRESSION OF LOVE’

“SHUBH AARAMBH”
SOMETHING SWEET BEFORE EVERY AUSPICIOUS OCCASION

" KUCH MEETHA HO JAYE “

THE BRAND WANT ITSELF TO BE SYNONYMOUS WITH SWEET.
 Differentiation
 Mithai

 Occasional

 Gifts
PRODUCT LIFE CYCLE
Introduction Stage
Growth Stage
Maturity Stage
Decline Stage
PRODUCT
 CHOCOLATE
BAR.
MADE FROM REAL DARK
CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE
BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM

PACKS
INGREDIENTS
SUGAR
COCOA
MASS

COCOA
BUTTER

EMULSIFIER
S

VEGETABL
E FAT

CREAM
VARIANTS
PRICE
 WEIGHT (gm) PRICE
10.5 5
22 10
40 20
42 CRACKLE 25
95 50
80 FRUIT & NUT 55
165 90

PRICE MENTIONED ABOVE ARE SAME ALL OVER INDIA.

COMPETETIVE PRICING.

DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR COST COMPANY HAD NOT
INCREASED THE COST OF PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.

EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

PLACE
Business Operations

Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)

4 sales offices:
New Delhi
Mumbai
THESE
Kolkota FACTORIES
Chennai CHURN OUT
CLOSE TO
Corporate/Head office: 8,000 TONNES
Mumbai OF
CHOCOLATE
 DISTRIBUTION
 CDM ARE SOLD DIRECTLY TO WHOLESELLER AND
RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO

ENCOMPASSES 2100 DISTRIBUTORS AND 450,000
RETAILERS.

RETAILER
WHOLESELLER
PROMOTION
 Strong brands are very important in the chocolate
confectionery market.

 Almost 80% of chocolate purchases are made on

impulse.

 The media mix for the campaign comprises TV, outdoor,

Internet and radio.

 Use of emotional appeals in advertising.

 Concentrated more on TV. Advertisement.

A FEW
ADVERTISEMENTS
 The ‘Real Taste of Life’ with the girl dancing on
the cricket field

 The message: ‘Dairy Milk is for enjoyment’

During late 90’s

 Campaign: ‘Khanewalon ko khane ka bahana

chahiye’.

 Target: widening chocolate consumption among

the masses
More recently

 Campaign: ‘kuch metha ho jaye’.

 Target: to associate Cadbury with celebratory

occasion.
 Campaign: ‘pappu pass ho gaya’.

 Target: encourage those who have pass the

exams to celebrate with Dairy Milk.
 Campaign: ‘Miss Palampur’

 Target: Focusing on the adults.

• Campaign: ‘AAJ PAHLI TARIK HAI’

• Target: To celebrate pay day / salary day

 THE BIG ‘B’ FACTOR
 Cadbury appointed Amitabh Bachchan as its
brand ambassador.

 The Big factor that has pushed up CDM sales is

the Amitabh Bachchan campaign.
PACKAGING
PACKAGING STYLES

1905 1930s

1970s
1960
s
 PRESENT

Pearlfisher is the design agency responsible for the execution of the pack's new look.
PACKAGING
MATERIAL

ALUMINIUM FOIL

PAPER COVER

PLASTIC COVER
ADVANTAGES OF PACKAGING

 Protect the product from physical damage or

deterioration

 Display the product – good graphic design and

shape is important.

 Attracting customers

 Improved efficiency
 BCG MATRIX

STARS Question Mark

Cadbury Dairy Milk, Cadbury Dairy Milk Silk

5-star, Bournville
Perk,
Bournvita,
Gems

Cash Cow Dog

Cadbury celebration Rich Dry Halls

Fruit collection, Bubbaloo
Cadbury Celebration dark
chocolate,
Cadbury Heroes
Porter's Five Forces
 Rivalries
The two major competitor of Cadbury is Amul
and Nestle.

 Potential Entrants
Horlicks, Complan, etc. may also enter this
industry in order to increase their business.
 Supplier Power
Cadbury has many contracted suppliers,the
good relationship of the company with their
suppliers is considered as an advantage

 Threats for Substitutes:

Minimum threats because brand strategy
already created by the company. A substitute of
chocolate can be sweets (mithai)
 Power of Buyer
The buyer power is low as Cadbury enjoys a
good reputation in the market.
COMPETITORS