Cadbury

Cadbury and its marketing strategies

3. •Cadbury India began its operations in India in 1948 by
importing chocolates.
•The head office is presently situated at Pedder Road,
Mumbai, under the name of "Cadbury House".

•Currently, Cadbury India operates in five categories –
Chocolate confectionery, Beverages, Biscuits, Gum and
Candy.
•It is the market leader in the chocolate confectionery
business with a market share of over 70%.
•Cadbury India, on 21 April 2014, changed its name to
Mondelez India Foods Limited.
HISTORY

4. Cadbury India
•Cadbury India — a subsidiary of Mondelez International,
the $32 billion global snacking major formed in October
last year.
•Cadbury India enjoys a value market share of over 67
percent in the chocolate category and our brand
Cadbury Dairy Milk (CDM) is considered the "gold
standard" for chocolates in India.
•Cadbury in India operated in five categories: Chocolates,
Beverages, Biscuits, Candy & Gum.
•Snapshot of some of the most popular Brand of
Cadbury:-

5. Cadbury Dairy Milk(CDM)
•Introduced in 1905, but it came to India in 1948.
•Cadbury Dairy Milk has captured the heart of Indian
consumers for over six decades.
•The name Dairy Milk because it has higher proportion of
milk than any other chocolate bars.
•Dairy milk alone holds 30% value share of the Indian
chocolate market.

1905
1951
1993
1999
2013

6. Products & Segments CDM
Segments Product Pack size Rate
Value Dairy Milk 9.2 Gram Rs. 5
Value Dairy Milk Shots 18.6 GramRs. 10
Value Dairy Milk 17 Gram Rs. 10
Value Dairy Milk 38 Gram Rs. 22
Mid-Tier Dairy Milk Crackle 42 Gram Rs. 35
Mid-Tier Dairy Milk Roast Almond 42 Gram Rs. 35
Mid-Tier Dairy Milk Fruit & Nut 42 Gram Rs. 35
Premium Dairy Milk Silk 60 Gram Rs. 55
Premium Dairy Milk Silk Fruit & Nut 60 Gram Rs. 55
Premium Dairy Milk Orange Peel 60 Gram Rs. 55
Super Premium Dairy Milk Silk 145 Gram Rs. 125
Super Premium Dairy Milk Silk Fruit & Nut 145 Gram Rs. 125
Super Premium Dairy Milk Orange Peel 145 Gram Rs. 125

7. Marketing Strategy
Present Market in India and challenges faced
•One of world’s fastest growing chocolate market
•Annual growth of 15%
•Indian market share – 30%
•2.7 million Cadbury bars sold each day
Challenges
•The notion that chocolates are for Kids
•People’s preference for sweets

10. STP
Positioning
•Customer concept or image of Cadbury in the minds of the people
•We can say every aged person wants to buy Cadbury dairy milk chocolate and
they also don’t know why they are purchasing the Cadbury dairy milk even they
don’t want to purchase.
Product Differentiation
•Contents of the chocolate – cocoa content less than 22%
•Good quality
•Unique taste
•Packaging
•Product range

11. 4 P’s
•Product
•Cadbury dairy milk is made from real chocolate.
•Its ingredients include cocoa, butter and there is a glass and half full
cream dairy milk in every 200 grams in every dairy milk chocolate.
•Cadbury buys 65 million liters of fresh milk each year to make
Cadbury dairy milk chocolate
•Price
•Reasonable and affordable policy to charge the price from its
competitors
•Vision that Cadbury is in every pocket
•Adopted competitive pricing strategy for basic products
•Cut down on weight but did not increase cost
e.g. 5 Rs pack was of 13gm but now it is 10.5gm

12. Place
•The placement strategy of Cadbury dairy milk is to sell the chocolate at every
corner shop, super stores, bakers shop, petrol pumps and even medical stores
also included in it.
•Wholesalers, food stores, chemists, etc.
•It is then sold to the public.

13. Promotion
•Press and electronic media to motivate the potential and inspires the actual
customers to purchase the product of Cadbury.
•To inspire the Childs to purchase the Cadbury chocolate the company made
such type of ads.
•To encourage the youth class the company hires the superstars for
advertisement of the products which inspires the all type of consumers who
want to eat sweet.

14. •Cadbury Dairy Milk encapsulates an
enormous breath of emotions, family
togetherness, individual enjoyment. It stands
for goodness. A moment of pure magic!
•Cadbury Dairy Milk entered the Indian
market in 1948, they remains at the top of
the Indian chocolate market not only
because of its most delicious, best tasting
chocolate but also because of its memorable
communication.
Advertisement Strategy:

15. Advertising :
•In order to build stronger appeal among older age groups,
the brand re-positioned itself through the classic ‘Real Taste
of Life’ campaign in 1994. The campaign positioned
Cadbury Dairy Milk as the chocolate that awakened the little
child in every grown up and very soon, both teenagers and
adults, were hooked on to this bar of pure magic.
•In 2004, the `Kuch Meetha Ho Jaaye’ campaign was
launched, With Amitabh Bachchan as the face and voice of
the brand, the campaign went on to become a huge
success. How many can one forget the `Pappu Pass Ho
Gaya’ commercial?

16. •In the year 2010, a new campaign was launched, drawing
lines from the traditional Indian custom of having something
sweet before embarking on something new with `Shubh
Aarambh’ (Auspicious beginning).
•With the recent campaign 'Meethe mein kuch meetha ho
jaye' (Let's have something sweet for dessert), Their aim is to
introduce the thought of having a Cadbury Dairy Milk as a
post dinner dessert.
Advertising :

17. •Cadbury launched Cadbury Dairy Milk Shots in 2008
•Positioned as ‘chocolate laddoo’ and priced at Rs. 2 for
2 pieces, the attempt was to introduce the product to
consumers as the perfect value-for-money
accompaniment for their small celebratory occasions.
Advertising :

18. Advertising:
•The creative route taken was “You don't buy a
Bournville, you earn it”
•The campaign has successfully built Bournville with
special credentials based on its distinct rich intense
taste, quality ingredients (best Ghanaian Cocoa) and
a British heritage.
• Hailed as Cadbury’s answer to the emerging market of
luxury chocolates, Cadbury unveiled Bournville – the
Indian formula for dark chocolate in 2009

20. LEARNINGS:
•Impact of emotional advertising on brand identity.
•Synonymous for chocolates in India.
•Promotions target all age groups from children to
grandparents.
•Roped in Amitabh Bachchan after the worm scandal to
rebuild credibility.

24. SWOT
1.High brand equity and top of the mind chocolate
brand
2. Strong brand recall and customer loyalty
3. An employee strength of around 71,000
4. Strong parent brand of Kraft Foods
5. Successful marketing and advertising campaigns
6. A wide variety of products on offer
7. Strong R&D and innovation
8. A trusted and premium quality brand
9.Strong distribution network and operations in US, UK, India,
Australia and a few other countries
10.’Dairy Milk’ is one of the most famous and widely sold brand

25. WEAKNESS:
1. A few controversies regarding advertising, worms etc
made international news.
2. A few instances of product recall hampering brand
image.
Opportunities:
1.Increase reach in rural markets.
2.Increase its reach and penetration in untapped markets.
3.Acquire competition.
4.Diversification of product range.
Threats:
1.Health consciousness amongst
people.
2.Increase in cost of cocoa.
3.Price sensitive customer.

26. CDM Product Life Cycle
1905
2010
Life
Cycle
Extensio
n

27. BCG Matrix Cadbury Chocolate

B
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e
s
s

G
r
o
w
t
h

R
a
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e
H
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h
High
L
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Low
Relative Position(Market Share)
High Low
Bournvita
Dairy Milk
Bournville
Toblerone
Gems
Éclairs
5 Star
Perk
Gum

28. Recommendation
•Focus on bringing in low calorie, sugar free
chocolates for the diabetic and the health
conscious.
•Bringing online sales.
•Product expansion by new flavours and white
chocolates.
•Seasonal sale of rum/alcohol based chocolates
during the Christmas season.
•Penetrating the rural market.