Cadbury Dairy Milk (CDM) was launched in 1905 in
Cadbury began its operations in India in 1948 by
It is the market leader in the chocolate confectionery
business with a market share of over 70% in India
Cadbury India, on 21 April 2014, changed its name to
Mondelez India Foods Limited
Global Chocolate Market
Global market is still dominated
by Western Europe and North
America, emerging markets
clearly represent the future. The
BRIC countries (Brazil, Russia,
India and China) accounted for
55% of global confectionery
retail growth in 2011.
Right now, Indians eat
only 165 grams (less
than 6 ounces) of
chocolate a year. The
Chinese eat only 99
grams (3.5 ounces).
Indian Chocolate Market
• India is the world's fastest growing market for chocolates.
• Registering 15% annual growth between 2008 and 2012.
• The Indian chocolate market is worth around Rs 5,562 crore.
• 400 Kgs of chocolate consumption in India per minutes.
• Low priced unit packs, increased distribution reach and new
product launches can be said to have fuelled this growth.
industry will be
growing at the CAGR
23% by volume
between the years
2013-2018 and reach
at 3,41,609 Tons.
Premium products – Dairy milk silk, Dairy milk glow
Basic products – Dairy milk, Dairy milk shots etc.
Occasion Segmentation – Celebration, After
Dinner as a dessert.
Youth see Cadbury as a synonym for chocolate
In the initial stage it positioned itself as
Spontaneous, special, carefree, real moments
(Mazza aa gaya)
The tagline “Meethe mein kuch meetha ho
jaaye” positions Dairy Milk as a dessert (sweet)
CDM Silk has been positioned to be about
'moments' -- moments when the chocolate is
enjoyed, moments which are like silk.
CDM has about 35 per cent share of the Indian
Nestle with its brands, Munch, KitKat, Bar One
and Milkybar, has about 25 per cent.
Cadbury 5-Star has about 14 per cent; while
Perk and Gems have 7 per cent each.
Cadbury Celebrations has 5 per cent and
Bournville has about 1 per cent market share.
The amount of milk content in dairy milk is
highest when compared to its competitors
The components used are sugar, cocoa butter,
vegetable fats, cocoa mass and emulsifiers
It comes in various sizes and targets all
The design of the chocolate is nearly the same
throughout the world
It is priced same through out the country
It has adopted competitive pricing for basic
products and premium pricing for other
It is available in the price range of Rs 2 to Rs 600
Available in various sizes
• Cadbury product are sold to Wholesalers and
• 2100 distributors
• 450000 retailers
• Available in all supermarkets and Kiryana stores
5 Company owned Manufacturing Services
4 Sales office
Corporate Head Office
The media mix for any campaign for diary milk
comprises of TV, radio, print, OOH and Internet
The advertisements are used to create an emotional
bonding with the consumers
The promotions increase brand loyalty, encourage
repeat purchases and at the same time increase
Cadbury spends approximately 45 crore on
Asli Swad Zindagi Ka
Adult chocolate consumption in India is very low the
famous Cadbury ad, 'kuchh khaas hai hum sabhi mein'
aimed to do this."
Pappu Paas Ho Gaya
This ad aimed at positioning CDM as a sweet. In India people celebrate
every happy occasion by distributing sweets. It was aimed to address
the lower SEC in small towns.
Kuch Meetha Ho Jaaye
Tried to relate to the consumers culturally by positioning it as a
sweet. All the ads are based on a joint family thus relating to India
Meetha Hai Khaana Aaj Pehli Taarek
Cadbury 'pays' a tribute to the salaried employees by giving them
another reason to celebrate the payday.
• The four flavors are distinctly & prominently displayed on
• Clicking on any of the four icons leads to the related game,
TV commercial, Social Buzz, recommendation of Mobile
Apps & in the end a page to vote for the favourite flavour.
The first post which was about the favourite flavour elections of
dairy milk chocolates coincided with the general election-results
day. Similarly the latter post added a pinch of humour &
coincided with the IPL playoffs.
• Topmost chocolate provider in the
• Brand loyalty
• Low cost of production due to
economic of scale
• Strong distribution network.
• Lack of market penetration
• Relatively high Price Brand
• Limited variety of products
• Poor technology in India compared to
current international technologies
• India CAGR 2013-18 is 23%
• Population 1.27 Billion
• Bring efficiency in logistics and
distribution with the help of
• Introduction of foreign products in
• Faced a worm scandal
• In confectionery segment Threats from
company like Amul & Nestle.
• Government Policies
• Rise in raw materials cost cocoa beans,
dairy products & Sugar.