Cadbury India-Product Life Cycle
Vikrant Gunale (Reddy)(9037)
• 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.
• 1904 - A new recipe is perfected by George
Cadbury for milk chocolate.
• 1905 - Cadbury launches Dairy Milk onto the
• 1913 - Dairy Milk becomes Cadbury's best
• 1928 - Fruit & Nut is introduced as a variation
of Dairy Milk
• 1933 - WholeNut is added to the Dairy Milk
• 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
• 2005 - Cadbury Dairy Milk celebrates its 100th
• 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
Products of Cadbury
Cadbury Dairy Milk
• 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
• There is a high degree of brand awareness
• The colour purple and the ‘glass and half full’ logo
is amongst the most recognized logos.
• 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
• 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
• The Mithaai or sweet has been the tradition in
India so far.
• Chocolates are now trying to break into that
• 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.
• Consumers have started showing interest in not
just milk chocolates but other varieties like Dark
• 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.
• 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’
• 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.
• 1998- The next stage of growth for the brand deals
with popularizing consumption in a social context,
especially in more traditional settings like
• 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%
• 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
• 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
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