Product Life Cycle

Cadbury-History 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.

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

Products of Cadbury Chocolates- Cadbury Dairy Milk Cadbury Celebrations Bournville 5 Star Perk Gems Toblerone

Continued……. Beverages Bourn vita Tang Biscuits Oreo Candy Éclairs Halls Gum Bubbaloo

CHOCOLATE INDUSTRY Rs 2000 crore market growing @ 18-20% p.a

(Cadbury-Fry Pvt Ltd) 1948 1967-68 1984 1987 1995 1997 2002 2009 Now what?

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

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

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.

What is PLC curve?

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%

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

Decline / New product Introduction Many marketing experts would agree that the best time to reinvent for a brand is when the going is still good. No brand can afford to assume it’s created the definitive product. Cadbury Dairy Milk(CDM) introduce the sub brand Silk.

PROMOTION ‘Real Taste of Life’ campaign in 1994 - chocolate that awakened the little child in every grown up ‘Khaane Waalon ko khaane ka Bahana Chhayie’ campaign in 1998 made consumption into a joyful, social occasion `Kuch Meetha Ho Jaaye’ campaign in 2004 to increase CDM consumption by making it synonymous with traditional sweets (Mithai) In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert) revenue growth of 30% annually

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