Life Cycle Of Cadbury

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Cadbury India-Product Life Cycle

• Presented by
• Ch.Naresh
• BBA-2

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• 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.

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Cadbury-History

• 1904 - A new recipe is perfected by George
  Cadbury for milk chocolate.
• 1905 - Cadbury launches Dairy Milk onto the
  market
• 1913 - Dairy Milk becomes Cadbury's best selling
  line.
• 1928 - Fruit Nut is introduced as a variation
  of Dairy Milk
• 1933 - WholeNut is added to the Dairy Milk
  family.

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• 1948 - Cadbury Dairy Milk is sold in India
• 1998 - Dairy Milk is re-launched with the new and
  modern pack design, but its recipe and unique
  taste are still very similar to the original
  recipe
• 2005 - Cadbury Dairy Milk celebrates its 100th
  birthday

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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

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Products of Cadbury

• Chocolates-
• Cadbury Dairy Milk
• Cadbury Celebrations
• Bournville
• 5 Star
• Perk
• Gems

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• Beverages
• 1.Bourn vita
• 2.Tang
• Biscuits
• 1.Oreo
• Candy
• 1.Éclairs
• 2.Halls
• Gum
• 1.Bubbaloo

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Brand Identity

1. In 1984 Cadbury Dairy Milk is introduced in India
   
2. Cadbury Dairy Milk is in the maturity stage of
   the product Life cycle
3. It currently has a market share of 70 in the
   chocolate market and is way ahead of its
   competitors
4. There is a high degree of brand awareness
5. The colour purple and the glass and half full
   logo is amongst the most recognized logos.

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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

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Market Scenario/Challenges

• Facts Figures
• The Indian Chocolate market is estimated to beat
  around 1500crores.
• It is growing at the rate of 18-20 per annum
• With 70 of the market share in India, Cadbury is
  the market leader

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Consumer Trends

• The Mithaai or sweet has been the tradition in
  India so far.
• Chocolates are now trying to break into that
  league.
• Chocolates are more of an impulse buy.
• Consumers are preferring chocolates to Mithaai
  because of proper packaging, longer shelf life,
  mid-range pricing and convenience.

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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.

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Introduction

• In the 1980s, CDM was positioned as the perfect
  expression of love, captured in memorable copy.
• During the early1990s, communicating that it was
  the real taste of chocolate.
• In 1994 came the path-breaking real taste of
  life campaign.
• Cadbury Dairy Milk redefined itself as the
  perfect expression of spontaneous, shared good
  feelings, providing the real taste of life
  experience.
• The strategy paid off Brand Cadbury grew by
  over 50 in sales volumes.

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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

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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.

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Ch.Naresh