This document summarizes the product life cycle of Cadbury Dairy Milk in India. It begins with Cadbury's history starting in 1824 in Birmingham. Cadbury Dairy Milk was launched in 1905 and became their best selling product by 1913. It was introduced to India in 1948. The document then outlines the four stages of Cadbury Dairy Milk's product life cycle in India: 1) Introduction in the 1980s-1990s, 2) Growth in 1998 by expanding to smaller towns, 3) Maturity in the 2000s by celebrating occasions, and 4) current Decline addressed by introducing sub-brands like Silk to reinvent the product.

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.