Cadbury Dairy Milk has consistently changed its packaging over time. It first used purple and gold packaging in 1915 and the iconic Cadbury script logo was introduced. In the 1940s, an industrial designer created new designs using traditional purple and gold for milk chocolate. Currently, gold foil is used to pack the chocolate with an outer paper and plastic wrapper. Packaging is an important part of marketing and brand identification, protecting the product while communicating important information to consumers.

1. Cadbury Dairy Milk
Packaging
Group No.3

2. Sweetest Story Ever Told
• Cadbury story is a
fascinating story of a family
business that grew in one of
the biggest, most loved
chocolate brand in the
world.
• A story that you will
remember as the story of
“The taste of life”.

3. Milk Chocolate
• First made by Cadbury in 1897 by adding milk
powder paste to the dark chocolate recipe of cocoa
mass, cocoa butter and sugar
• After a considerable amount of research a new
recipe was formulated fresh milk and new
production processes were developed to produce
milk – chocolate

4. PACKAGING
• It is an important decision in the present age of
globalization.
• Important for a manufacturer.
• Vital component of a product.
• Major contributing factor for its increasing
marketability.
• Develops a positive image about the product
• Protection of product.

5. Benefits Of Packaging
• Designed to take care of the quality
• Most Consumers remember products through their
packaging
• Brand identification

6. Features Of Packaging
• Advertise the brand and manufacturer.
• Self identity and Differentiating feature of the
product.
• Attractive when placed in shelf.
• Design and size of product packaging.
• Shelf life and space occupied.
• Eco- friendly and hygiene in packaging should be
maintained

7. Brand information
• Cadbury’s - India’s no.1 Chocolate
• Cadbury has grown from strength to strength with
new technologies
• Cadbury today manufactures product in 60 countries
and has trade in 120 countries
• Cadbury Dairy Milk (CDM) entered the Indian market
in 1948

8. History of CDM Packaging
1820- 1914
• Decorative Packaging - Engravings of
Queen Victoria and Prince Albert.
• 1st chocolate box - Designed by Richard Cadbury
with painting of his young daughter.
• 1905 - First proper Cadbury logo by William
Cadbury.
• CDM started its pack in pale purple with red script, in
a continental style ‘Parcel Wrap’.

9. History
1915 – 1940
• It first used the colours of purple and
gold.
• Stylized cocoa tree interwoven with the
Cadbury name.
• Cadbury script logo first appears
• Based on the signature of William Cadbury
• The full Dairy Milk range became purple and gold in
1923.
• Glass and a half full symbol introduced
Cont..

10. History Contd…
1941-80
• Cadbury hired Norbert Dutton
– Popular Industrial designer, to 'review
all the Firm’s labels.
• Dutton created new designs, using traditional
Cadbury purple and gold for milk chocolate & red
and gold for plain chocolate.

12. Present CDM Packaging
1990-2011
• Usage of gold foil to pack the chocolate &
paper wrap on top of it then the dairy milk
main wrapper is used to pack.
• Uses Air tight packaging.
• Perforation on pack – Easy to tear.

13. Present Packaging

14. Special packaging
• Cadbury has introduced special packaging for
special occasions such Diwali, Rakhi etc.
• It introduced cartoon chocolates in name
Cadbury dairy milk - Wowie

15. The Dairy Milk worm case
• Cadbury's found itself guilt, when a few
instances of worms in its Dairy Milk bars were
reported
• Negative Publicity – Sales down by 30 %.
• In October it launched Project 'Vishwas’.
• Imports machinery- revamps Packaging.
• Brand Ambassador as Mr. Amitabh Bachchan.

16. Importance of Packaging
• Packaging conveys a number of utilities.
• Communicates important information about
the product, price, manufacturer and the
consumption precautions etc, to buyer.
• Packaging plays a key role in success or failure
of product.
• Packaging is an important component of the
product.

17. Purple goes green
Purple Goes Green is Cadbury’s commitment
to shrinking its global environmental footprint.
Targets:
• Energy
• Packaging
• Water

18. SWOT Analysis
STRENGTHS
• Highly reputed company
• Well known to people
• Positive perception
• Dairy Milk is the most
consumed chocolate in
India
• Very good R&D department
WEAKNESSES
• Strong branding demands
substantial financial
investment
• Chocolate is not regarded
healthy
• Sales tend to be seasonal
• Products are a bit highly
priced

19. SWOT Analysis
OPPORTUNITIES
• Established products can be
revived with new packaging
• Healthy eating products are
yet to be fully exploited
• Cadbury’s has still got a
large room for expansion
• It can look to develop new
products in new markets
THREATS
• Lot of competitors in the
market
• Healthier options could
cause problems
• The high level of investment
needed to launch national
brands deters product
innovation
• The pricing of their products
is too high

20. Conclusion
• Cadbury’s a great player in the chocolate industry
• Consistent changes in Packaging.
• Adopted to Indian culture.
• Special Chocolate packs.
• Packaging - An interactive marketing tool.
• Packaging helps in Brand Identification.
• Packaging – plays a vital role.

21. THANK YOU !