Cadbury India product life cycle


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product life cycle of cadbury India...For MBA/MMS Marketing students......BEST LUCK.

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Cadbury India product life cycle

  1. 1. Cadbury India-Product Life Cycle Presented by Vikrant Gunale (Reddy)(9037)
  2. 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. 3. Continued….. • 1904 - A new recipe is perfected by George Cadbury for milk chocolate. • 1905 - Cadbury launches Dairy Milk onto the market • 1913 - Dairy Milk becomes Cadbury's best selling line. • 1928 - Fruit & Nut is introduced as a variation of Dairy Milk • 1933 - WholeNut is added to the Dairy Milk family.
  4. 4. Continued…. • 1948 - Cadbury Dairy Milk is sold in India • 1998 - Dairy Milk is re-launched with the new and modern pack design, but its recipe and unique taste are still very similar to the original recipe • 2005 - Cadbury Dairy Milk celebrates its 100th birthday
  5. 5. 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
  6. 6. Products of Cadbury • Chocolates- Cadbury Dairy Milk Cadbury Celebrations Bournville 5 Star Perk Gems Toblerone
  7. 7. Continued……. • Beverages Bourn vita Tang • Biscuits Oreo • Candy Éclairs Halls • Gum Bubbaloo
  8. 8. Brand Identity • In 1984 Cadbury Dairy Milk is introduced in India • Cadbury Dairy Milk is in the maturity stage of the product Life cycle • It currently has a market share of 70% in the chocolate market and is way ahead of its competitors • There is a high degree of brand awareness • The colour purple and the ‘glass and half full’ logo is amongst the most recognized logos.
  9. 9. Market Scenario/Challenges • Facts & Figures • The Indian Chocolate market is estimated to beat around 1500crores. • It is growing at the rate of 18-20% per annum • With 70% of the market share in India, Cadbury is the market leader
  10. 10. 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
  11. 11. Consumer Trends • The Mithaai or sweet has been the tradition in India so far. • Chocolates are now trying to break into that league. • Chocolates are more of an impulse buy. • Consumers are preferring chocolates to Mithaai because of proper packaging, longer shelf life, mid-range pricing and convenience.
  12. 12. 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.
  13. 13. Introduction • In the 1980s, CDM was positioned as ‘the perfect expression of love’, captured in memorable copy. • During the early1990s, communicating that it was the ‘real taste of chocolate’. • In 1994 came the path-breaking ‘real taste of life’ campaign. • Cadbury Dairy Milk redefined itself as the perfect expression of spontaneous, shared good feelings, providing the ‘real taste of life’ experience. • The strategy paid off: Brand Cadbury grew by over 50% in sales volumes.
  14. 14. 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%
  15. 15. 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. 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.
  17. 17. Do You remember this?