1. Presented by
NEETU SHARMA
SECTION B

3. Cadbury is British multinational
confectionery company wholly owned by
American company Mondelez
International (originally Kraft Foods) since 2010.
Cadbury India, a subsidiary of Mondelez
International, changed its name to Mondelez
India Foods Limited.

4. ‘glass and half of milk’LOGO:-

5. CADBURY DAIRY MILK
• Dairy Milk is a brand of chocolate bar made by
Cadbury.
• Popular in both the United Kingdom and around the
world.
• Introduced in 1905, but it came to India in 1948.
• Dairy milk alone holds 30% value share of the
Indian chocolate market.

6. • 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.
Cadbury-History

7. • 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 celebrated its
100th birthday

8. 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(Mumbai), Induri (Pune) and Malanpur
(Gwalior), Bangalore and Baddi (Himachal Pradesh)
• 4 sales offices-
New Delhi, Mumbai, Kolkata and Chennai

9. Products of Cadbury
•Chocolates-
 Cadbury Dairy Milk
 Cadbury Celebrations
 Bournville
 5 Star
 Perk
 Gems

10. Beverages
1.Bourn vita
2.Tang
Biscuits
1.Oreo
Candy
1.Éclairs
2.Halls
Bubble Gum
1.Bubbaloo

11. 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 72% 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 of
milk’ logo is amongst the most recognized
logos.

12. 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

13. 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.

14. 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.

15. Market Scenario
• Facts & Figures
• The Indian Chocolate
market is estimated to
beat around
1500crores.
• It is growing at the rate
of 18-20% per annum
• With 72% of the market
share in India, Cadbury
is the market leader
• The brand penetrated into
smaller towns and sales
volumes grew by 40%

16. Main marketing strategy used: Advertisements

17. CADBURY DAIRY MILK
TARGETED CUSTOMERS
The targeted customers of Diary Milk has been
changing from time to time and
advertisement to advertisement.

18. CADBURY DAIRY MILK
A FEW ADVERTISEMENTS
• The ‘Real Taste of Life’ with the girl dancing on
the cricket fields.
• The message: ‘Dairy Milk is for enjoyment’

19. CADBURY DAIRY MILK
During late 90’s
• Campaign: ‘Khanewalon ko khane ka
bahana chahiye’.
• Target: widening or popularizing chocolate
consumption among the masses

20. More recently
With Bachchan they 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.
CADBURY DAIRY MILK

21. • Campaign: ‘pappu pass ho gaya’.
• Target: encourage those who have pass the
exams to celebrate with Dairy Milk.
CADBURY DAIRY MILK

22. The “Pehli Tareekh Hai” campaigns talked about the
importance of having Dairy Milk and celebrating on
getting your pay on pay-day

23. • Conclusion
The prospective customers of Cadbury Dairy
Milk have changed from kids to adults-
including every family member to celebrate
any occasion with Dairy Milk.