CADBURY’S DAIRY MILK

• “KUCH MEETHA HO JAYE”• Cadbury Dairy Milk chocolate is one of the

major success stories for Cadbury and one of

the world's most famous chocolate brands.

COMPANY OVERVIEW:

• Company began its operation in India in 1948.

• It started by importing chocolates and thenrepackaging them before distributing it in theIndian market.

• The company’s main motto is to worktogether and create brands for people.

• Currently CADBURY INDIA operates in threesectors chocolate confectionery, milk fooddrinks and in the candy category.

COMPANY OVERVIEW

• In the chocolate confectionery business,Cadbury has maintained its undisputedleadership over the years.

• Some of the key brands are Cadbury dairymilk,5 star ,perk éclairs and celebrations.

• Cadbury enjoys a market share of 70%-thehighest Cadbury brand share in the world.

• The pure taste of CADBURY DAIRY MILKdefines “the chocolate taste for the Indianconsumer”.

INTRODUCTION:

• In June 1904, George Cadbury and his team ofconfectioners created a chocolate containing a‘far higher milk content than previously known’to challenge the Swiss domination of thechocolate market.

• After considering names such as ‘Highland Milk’and ‘Dairy Maid’, Cadbury Dairy Milk (CDM) waslaunched in 1905 and it became an instantsuccess. It’s been more than 100 years now butthe recipe still is relatively unchanged and is keptunder lock and key in a safe in Bourneville.

INTRODUCTION:

• Cadbury introduced its famous ‘Glass and a half of full cream milk in every half pound’ slogan in 1928, but the world-famous symbol was only used in advertising.

• Today, CDM remains the UK’s number one chocolate brand and is worth more than £360 million.

• It has become an international favorite and enjoyed by millions of people across 30 countries.

INTRODUCTION:

• It now has manufacturing facilities in Thane,Induri ( Pune) and Malanpur (Gwalior),

• Hyderabad, Bangalore and Baddi (HimachalPradesh) and sales offices in NewDelhi, Mumbai, Kolkata and Chennai.

• The corporate head office is in Mumbai.• The head office is presently situated at Peddar

Road, Mumbai, under the name of "CadburyHouse".

VISION:

• To deliver superior shareholder view.

• Cadbury in every pocket.

• Investing to develop people.

• Innovative utilization of assets.

MISSION:

• To provide customers with “TEMPTINGTASTE”.

• To treat with mouth watering treat which issimply irresistible.

• “CADBURY “means quality this is the promiseof Cadbury.

• Its commitment to continuous improvementwill ensure the promise.

Marketing Mix

PRODUCT

CHOCOLATE BAR.

MADE FROM REAL DARK CHOCOLATE.

SIMILAR DESIGN WORLDWIDE.

CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.

AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS

INGREDIENTS

PRICE

WEIGHT (gm) PRICE (in rupees)

10.5 5

22 10

40 25

42 CRACKLE 35

95 65

80 FRUIT & NUT 85

165 90

PLACE

Business Operations

Five company-owned manufacturing facilities:

Thane

Induri (Pune)

Malanpur (Gwalior)

Bangalore

Baddi (Himachal Pradesh)

4 sales offices:

Mumbai

Kolkata

New Delhi

chennai

Corporate/Head office:

Mumbai

WHOLESELLER

RETAILER

CDM ARE SOLD DIRECTLY TO WHOLESELLER AND RETAILERS.

CADBURY'S DISTRIBUTION NETWORK USED TO ENCOMPASSES.2100 DISTRIBUTORS AND 450,000 RETAILERS.

PROMOTION

PACKAGING

PACKAGING STYLES

1905 1930s

1960s1970s

PRESENT

PACKAGING MATERIAL

ADVANTAGES OF PACKAGING

SEGMENTATION• The Segmentation of the market for dairy milk

is based on 3 things.

• 1st is based on geography ,which means Dairy milk bars are segmented by consumer preferences in the area & are sold more predominantly in regions which consumes more snacks/junk food.

• 2nd segmentation is catering to the impulse purchasers .These type of consumers form a major chunk of the consumer base that the product caters to.

SEGMENTATION• Dairy milks are often stocked in convenience

stores of supermarkets due to impulse purchasers who are buying the chocolate for purchase and consumption now.

• 3rd segment is the Gift segment, Giving away chocolates as gift is a trend that is fast catching up in India & Cadbury dairy milk wants to cash in on that.

• The Latest segment that Cadbury dairy milk is catering to is the dessert segment.

SEGMENTATION

• The latest drive of dairy milk is to become the national dessert of the country.

• As far as segmenting market on income there are different variants of dairy milk(Bournville& silk) targeted towards the higher class who are ready to pay the extra premium for extra dark chocolates.

POSITIONING

• Cadbury dairy milk excels at positioning. Notonly can the chocolate bars have manydifferent positions based on which segmentthey are in, but also none of the positionsdamper the effects of other positions.

• Today Youth see word Cadbury as a synonyms for Chocolate , and others see it as a synonyms for Sweet and Love and Bliss.

POSITIONING

• In India Cadbury Dairy milk has positioneditself as "Spontaneous , special ,carefree ,realmoments like,

• “Mazza aa gaya” in the intial stage,and later on for sweet as “kuch meetha ho jaye”

• The Most recent Campaign “ShubhAarambh" tries to take forward the initial positioning of dairy milk for Traditional Sweet which is offered as ‘Bhog' to Gods.

•

• TAGLINES USED BY CADBURY DAIRY MILK FOR ADVERTIZING ITS PRODUCT:

• Pappu Pass Ho Gaya

• 'Kuch meetha ho jaye'

• 'Shubh Aarambh'

• 'Meethe mein kuch meetha ho jaye'

Brand Ambassador

Marketing Model

CONCLUSION:• At present Cadbury is having 6 production

units across India, they should increase their no. of production units.

• Cadbury should set up their units in rural areas.

• Setting up units in rural areas would automatically provide employment to economically backward section of the society.

• With this economic status of the nation would also improve to some extent.

• They would also get labour at cheap cost.