Product Life Cycle - Cadbury

Product life cycle is an important concept of marketing that represents different stages of a product being introduced in the market till the decline. It provides the length of time that the product of a brand can stand in the market amongst the competitors. In this presentation the PLC of Cadbury is studied to view when the product was introduced and in which stage currently the brands' chocolate category is standing.

1. Product Life Cycle Cadbury Dairy Milk Shubh Aarambh

2. 4 Stages of Product Life Cycle Introduction Growth Maturity Decline

3. Overview Of Cadbury Product Life Cycle Source- slideshare.net

4. Introductory Phase In 1824, John Cadbury opened grocer shop at 93 Bull street, Birmingham. In 1831, it was produced in a commercial scale. In 1842, there was 16 varieties of chocolates. Cadbury production in India started at 1948 They have 5 manufacturing units- Thane,Induri,Malanpur, Bangalore,Baddi It has over 70% market share in India

5. Growth Phase The brand dealt with popularizing consumption in a social aspect in weddings, Festivals etc. The brand penetrated into smaller towns and sales volumes grew by 40% Some of the variants were Fruit & Nut, Whole-Nut, Dairy Milk Silk Dairy Milk Becomes Cadbury’s best selling line.

6. Maturity Phase In maturity Cadbury promoted themselves as a mix of traditional insight with modern age Then came a phase of “Worm Controversy” which resulted in the downfall of the image of Cadbury. Cadbury had to recall the whole batch of their products. There was a 30% decline in sales. Cadbury rebuilt the trust of people by launching project “Vishwas” in 2004. Redesigning of packaging.

7. Decline Phase Cadbury has not faced this phase except for the worm case where Cadbury had to withdraw its products from the market. Though, Cadbury Caramel has observed a decline in demand But with the time, Cadbury has efficiently improved its position through different emotional ads, connecting with the consumers, understanding consumer demand pattern. Creating differentiation from its competitors through innovation

8. Overall Marketing Strategy Pricing- economical and Competitive Competitors- Amul, Nestle Target market- Kids to adults Packaging- small (eg- Rs. 5), medium, large, in tins, boxes, etc. Distribution- Retailers, kirana stores, e -commerce tie ups, Promotions Ads- Tv, radio, celebrity endorsement, sponsorship with major events and sports, online, social media, etc High Market share- about 75%

9. Some Popular Promotional Campaigns Later on in 2004 their focus shifted on the concept of “Kuch Meetha ho jaye” with Amitabh Bachchan. With the campaign “ Khaanein wallon ko khaanein ka bahana chahiye” Aimed to increase penetration levels with the award winning “ Kuch khaas hai “ campaign for Dairy Milk. “Pehli Tareekh hai” campaign “Shubh Aarambh” campaign

10. Product Extension Cadbury introduced- Silk, Caramel Silk, say it with silk(valentine's day special, Bubbly, etc 30% less sugar cadbury, Crispello, oreo, etc Cadbury Licious- spread on bread Cadbury to compete also extended its production to dark chocolate and introduced Bournville

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