1. Product Life Cycle

2. 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.

3. 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

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

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

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

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

8. 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

9. 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.

10. 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.

11. What is PLC curve?

12. 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%

14. 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

16. 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.

18. PROMOTION
‘Real Taste of Life’ campaign in chocolate that awakened the little child in every grown up
‘Khaane Waalon ko khaane ka Bahana Chhayie’ campaign in 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

20. Do You remember this?

28. Thank you!