2. Product history
• Cadbury started in 1824, nearly 200
years ago, when John Cadbury
opened a store in Birmingham,
selling chocolate products.
• In 1875, Cadbury produced their
first Easter Egg and also their first
milk chocolate bar after Richard and
George, John’s sons, took charge
after their Dad retired.
• It’s first ever TV advert was in 1955,
on ITV, based on hit TV show
Twenty Questions.
• And, in 2007, the infamous Cadbury
Gorilla advert premiered.
• In 2008, the Cocoa Partnership was
set up to help farmers across the
world in their cocoa bean
production.
https://www.cadbury.co.uk/the-story
•In 1905, Cadbury dairy milk was
launched.
•In 1920, the infamous purple colour
related to Cadbury was launched.
Before that, it was pale mauve with a
red script.
•In 1921, the Cadbury script logo was
launched – at first, it changed quite a
lot but then they stuck with one.
•In 1928, the glass and a half symbol
was launched – a major USP selling
point in Cadbury as people remember it
for that.
•During WWII, Cadbury was taken off
the shelves as the Government banned
fresh milk, so it was instead sold in
rations and was made using dried
skimmed milk.
3. Cadbury USP
• Cadbury is a major leader in the world of chocolate,
competed by the likes of Galaxy and many others.
• The Cadbury chocolate bar USP is the creaminess of
the milk chocolate and the use of the finest possible
ingredients to create the product, making it as high
quality as possible.
• They also use cocoa beans and support farmers from
Africa to create their chocolate bars so people will
therefore also want to buy the chocolate as they will be
helping the farmers make a living out of their business.
• It’s motto “A glass and a half full of milk” helps people
remember the company product.
4. Target audience
• Cadbury Dairy Milk is targeted at a younger
audience and is high in popularity with
females, according to YouGov. In Australia, it is
highlighted in a graph that, in the last 4 weeks,
people aged over 14 have purchased in total,
an astonishing 2.063 million bars. YouGov also
highlights that people it appeals to are easy-
going, are interested in celebrities and enjoy
shopping.
5. Main competitors
Cadbury Dairy Milk’s main competitors are, clearly, different chocolate bars like
Galaxy, known for the creaminess, Mars, known for the caramel and nougat, and
others like Aero etc.
