This document summarizes the product life cycle of Cadbury Dairy Milk chocolate in India over several decades. It discusses key events such as Cadbury Dairy Milk's introduction in India in 1948 and its market leadership position today with 70% market share. The summary also touches on challenges like new variants from competitors that could threaten its maturity stage. Overall, the document provides a high-level history of Cadbury Dairy Milk's introduction, growth, maturity and strategies over time in the Indian market.

1. Cadbury India-Product Life Cycle
Presented by
Vikrant Gunale (Reddy)(9037)

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

3. Continued…..
• 1904 - A new recipe is perfected 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 - WholeNut is added to the Dairy Milk
family.

4. Continued….
• 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
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
Toblerone

7. Continued…….
• Beverages
Bourn vita
Tang
• Biscuits
Oreo
• Candy
Éclairs
Halls
• Gum
Bubbaloo

8. Brand Identity
• 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
competitors
• There is a high degree of brand awareness
• The colour purple and the ‘glass and half full’ logo
is amongst the most recognized logos.

9. Market Scenario/Challenges
• 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

10. Companies/Competitors
• 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

11. Consumer Trends
• The Mithaai or sweet has been the tradition in
India so far.
• Chocolates are now trying to break into 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.

12. Continued….
• 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.

13. Introduction
• 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’
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.

14. 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%

15. 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

16. 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
brand Silk.

18. Do You remember this?