product life cycle of cadbury india.

1. Cadbury india-Product Life Cycle
Presented by- Roshani Mistry

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 bit
the packaging and the representation and
prominence of the ‘glass and half of milk’ logo
has changed over a period of time.

3. • 1904- A new recipe is prefered 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- Whole Nut is added to the Dairy Milk
Family.

4. • 1948- Cadbury Dairy Milk is sold in india
• 1998- Dairy milk is re-launched with the new and
mordern 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. 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. Products Of Cadbury
• Chocolates:-
Cadbury Dairy Milk
Cadbury Celebrations
Bournville
5 star
Perk
Gems
Temptations

7. • Beverages
Bourn vita
Tang
• Biscuits
Oreo
• Candy
Eclairs
Halls
• Gum
Bubbaloo

8. Compititors
• 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.

9. Consumer Trends
• The Mithaai or sweet has been the tradition in
india so far.
• Chocolates are now trying to break intoo 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.

10. • 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.

11. STAGES OF PRODUCT LIFE CYCLE
1. Introduction
2. Growth
3. Maturity and
4. Decline

12. 1. INTRODUCTION
• In the 1980s, Cadbury Dairy Milk 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.

13. 2. 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%.

14. 3. 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.

15. 4. DECLINE
• At the decline stage the “new product
introduction” is done by the Cadbury.
• 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 introduce the sub brand Silk.