2. History of the company
• Cadbury Dairy mailk was first introduced in the early 1905 in
UK
• CDM is enjoyed in 30 countries in all over the world
• The cadbury mega brand’s broad family of products today has
an international retail value approaching US$ 1 billion
• Cadbury came in India in 1948
• Cadbury factory in India churns out approx 8000 toness of
chocolates a month
• Their chocolates reach out 6500000 retailers directly or
indirectly.
• Key Brands are CDM,5STAR,PERK ECLAIRS,FLAKE ETC.
3. Indian Chocolate Industry
• In early 90’sChocolates were seen as meant for kids, usually as
a bribe or reward for them
• In FMCG Market , only 10pecent of total market share hold by
the whole chocolate industry
• This industry was only dependent on children and kids
• The players were Cadbury, Amul, Nestle, and some local
players.
4. Brand positioning of cadbury dairy milk
• In mid 90’s ,CDM positioned chocolates as not only for kids
but also for adults.
• Immediately they released an award winning Campaign “the
real taste of life”, shifting the focus from just for kids to kids in
all of us
• The Brand targeted the young people in their campaign
• Their packaging was also unique and attractive
• As a result it effected the whole cadbury industry in India.
• Market share increased from 10% to28% in just 3 years
5. Cont.
• Cadbury became the market leader.
• 70% of market share is hold by Cadbury aloane in chocolate
industry till 2002.
• Out o which 30%only by CDM
7. Controversies
• The gaurdian reports that Cadbury chovcolates bars tainted
with salmonella may have poisoned uto 40 people.
• Insects found in dairy milk bar
• The Food Standards Agency (FDA) accused about the quality
of the product.
• Unhygienic condition within the factory
• As a result the company lost his market share (from 69 % to
53%) and the comapetitor were taking the advantage of this
situation.
9. The measures taken by CDM
• Company is responsible for this problem and take the
necessary action as a proactive company to win back the
consumers to win back the trust to consumers.
• Paid more attention to the way its chocolates were stored by
nearly 650000 retailers across the country
• In the next month of the controversy, they launched a project
vishwas, a retail education programme under which 190000
retailers were covered.
• Mission was to generate awareness and providing assistance
in improving storage quality.
10. Cont.
• Improved the packaging
I. The new double packaging for even for the
smallest offering ( 13gm Rs 5 cadbury dairy milk) had the bar
wrapped in aluminium foil and enclosed in a poly flow pack,
which was sealed from all sides.
I. Spent nearly 25 cr. On the new machinery for the new
improved packaging(2002 -2003)
II. They also signed bollywood icon Amitabh Bacchan as a
brand Ambassdor.
III. With the help of O&M, it created a campaign which aimed
for both rational and emotional appeal.
11. Result
• Cadbury stepped up its advertisng spent in that yaer(2003)
was nearly 40 cr.
• Turnover was of nearly 729 crore.
• The company bounced back as the campaign hit the screen
• The recovery began in May 2004 when cadbury’s value share
went upto 71%
• CAMPAIGN like “Kuch meetha hojaye”associated cadbury
dairy milk with celebratory occassions.
• “Pappu paas hogaya” beacme a part of a a street
language,focused on targeting kids as well as young
12. Awards and achievements
• The prestigious ABBY Awards, held in march, recognise
creative excellence in the Indian advertsisng industry.
• The ultra perk campaign won 4 silver awards and Cadbury’s
camapign “misss palampur also won 1 silver award”.
• CDM also won the “ Reader’s digest trusted brands” gold
award for the viatmin health supplement health category in
2006.
• The merit was based on was based on 7000 responses from
questinnaires and telephonic interviews across asia.
• It also received a Bronze award at the cannes lions for
partnering with the mobile phone operators in 2005 to
provide exam results via SMS to school children.
