Marketing Strategies adopted by Cadbury

2. • 1824, John Cadbury, began selling tea, coffee
and drinking chocolate in Bull Streets in
Birmingham, England.
• 1831 onwards, moved into the production of
variety of cocoa and drinking chocolates.
• In 1847, Partnership with brother Benjamin and
the company became "Cadbury Brothers".
• 1897, own line of milk chocolate bars was
introduced.

3. • The first chocolatier to create milk chocolate.
• 1905, launched its Dairy Milk bar, with a higher
proportion of milk than previous chocolate bars.
• By 1930, Cadbury had become the 24th-largest
British manufacturing company.
• Cadbury merged with drinks company Schweppes
to form Cadbury Schweppes in 1969. (and demerged
on 2nd May 2008).
• 2003, renamed to Cadbury.

4. CADBURY INDIA
• In 19th July, 1948, Cadbury India began its
operations in India by importing chocolates.
• Manufacturing- Thane, Pune,
Gwalior, Hyderabad,
• Bangalore and Himachal Pradesh. Sales offices
in New Delhi, Mumbai, Kolkata and Chennai.
• Corporate head office is in Mumbai under the
name of "Cadbury House“.
• Currently, Cadbury India operates in five
categories – Chocolate confectionery, Beverages,
Biscuits, Gum and Candy.

5. • Key brands- Dairy Milk, Temptation, Bournvita,
5 Star, Perk, Celebrations, Gems, Halls, Eclairs,
Bubbaloo, Tang and Oreo, Bilkul, Toblerone.
• It is the market leader in the chocolate
confectionery business with a market share of
over 70%.
• 21 April 2014, Cadbury India changed its name
to Mondelez India Foods Limited.

6. • A brand of milk chocolate manufactured
by Cadbury, except in the United States where
it is made by The Hershey Company.
• Introduced in the United Kingdom in 1905.
• Made with exclusively milk chocolate.
• In 2014, Dairy Milk was ranked the best selling
chocolate bar.
DAIRY MILK

7. •The variants of Dairy Milk:
- Dairy Milk Chocolate
- Dairy Milk Silk
- Dairy Milk Bubbly
- Dairy Milk Crackles
- Dairy Milk Fruit & Nuts
- Dairy Milk Raisins
- Dairy Milk Shots
- Dairy Milk Celebration Rich Dry Fruits
- Dairy Milk Marvellous

8. •LOCATION- Every part of the country.
•AGE- Small Children to Old age people.
•GENDER- There is no gender bifurcation.
•OCCUPATION/INCOME- Labours to CEO’s
Low Earners to High Earners.
•INTEREST- Likes and preference
•NEED- Gifting it to others in these occasions.
MARKET
SEGMENTATION

9. PRICING
• Different prices from Rs.5-Rs.160, to make it affordable to
everyone.
• The price according to the size and weight of the chocolate
• Prices:
- Dairy Milk Shots, Dairy Chocolate(small)- Rs. 5/10
- Dairy Milk Marvellous, Plain Chocolate- Rs. 20/22
- Dairy Milk Crackles, Fruit & Nuts, Roasted Almond- Rs. 30
- Dairy Silk, Dairy Milk Bubbly(small)- Rs. 55
- Dairy Milk Silk(Almonds, Chocolate, Fruit & Nuts, Caramel,
Orange), Dairy Milk Bubbly, Dairy Milk Marvellous- Rs. 160
- Dairy Milk Celebrations Rich Dry Fruit- Rs. 250

10. CONSUMER BEHAVIOUR
towards DAIRY MILK
• Ads of Dairy Milk shows the popularity of the product
in terms of cultural, socio cultural, personal, social
class etc.
• Different ads for different product variety shows how
is the emotions of people and make the consumer
attract towards Dairy Milk.
• People prefer this chocolate in every occasion,
festivals and as a part of joy.
• Behaviour of consumer mainly arises from the
marketing and awareness of the product, and the
important tool for this is Advertisements (Ads).

11. After analysing all the ads of it, the behaviour of the consumer
towards Dairy Milk in Indian market is influenced by-
1. Cultural Factor: Different regions & states in India follow
different culture and their own tradition.
‘Having sweets before or after starting any auspicious
beginning’, ‘Family togetherness at dining’ is the most
common amongst all.
Ads- SUBH AARAMBH ads well defines the tradition with their
ads saying “Kuch subh kaam karene se phele, Kuch meetha ho
jae”,
“Naye rishtoon ka subha aarambh, kuch meetha ho jae”,
“khana ke baad meethe me kuch meetha ho jae”.

12. 2. Sub-Cultural Factor: In India there is no differentiation
among people on the basis of these sub-cultures. India
believes in Equality and Unity. And people unite together
especially in occasions.
Ads- Cadbury celebration decided to make EID, Christmas
and other country’s victory hugs tighter and fuel festive
togetherness and celebrations saying
“ Iss EID Khusiyan Le Chalo”,
“Humari haar khushi hai meethi, Cadbury dairy milk jaisi,
kuch meetha ho jae”.

13. 3. Social Class: It is measured as a combination of various
factors, such as income, occupation, education, authority,
power, property, ownership, life styles, consumption,
pattern etc.
Ads- Lacks in influencing the people especially the lower
income and labour groups
they still think Dairy Milk to be an unaffordable chocolate
and it is only for high class people.

14. 4. Social Influence: Include a person's family, social
interaction, work or school communities, or any group
of people a person affiliates with.
Influence the purchasing behaviour of the consumer.
Ads- They influence the people so much that the only
thing that comes in their mind for chocolate is Dairy
Milk.
“Add a flavour Add a friend”,
“Pheli Taarik pe, Kuch Meetha Ho Jae”,
“Khushiyoon Ka Sybh Aarambh, Kuch Meetha Ho Jae”,
“Iss Tyohaar, kuch Meetha Ho Jae”, etc
influences people to prefer and have Dairy Milk,
whenever, whatever the occasion may be.

15. SUGGESTIIONS-
missing factors
• It still lacked some factors which influences the
behaviour of the consumer.
• Some ads should be prepared for directly reaching
and influencing particular class or category like
Lower income group (labours, working class),
Lower class people etc.
The factors not used yet by Dairy Milk ads which
influences the behaviour of consumer:

16. 1. Internal/Psychological Factor- Usage for their
biogenic need like Hunger.
People can prefer Dairy Milk when they are
hungry.
Ads related to health, as chocolate is good for health
as the doctors suggest it to be good for heart,
blood pressure patient etc.

17. 2. Social Class & Economic Factor- No Ads for
influencing particular social class (espcially Lower
class/Income group) for buying the chocolate.
The same ad will also give the message that this
chocolate is for all that there is no restriction for
anyone to celebrate their joy and happiness with
Dairy Milk.
•

18. • Cadbury Dairy Milk has imparted an immense
pleasure of sharing chocolates in festive seasons in
place of Mithai(Sweets).
• Chocolates are considered as a great substitute in
place of sweets and gifts.
• Factors like Economic factor, Internal/Psychological
Factor and Social Class which should also be shown
in their Ads .
• Rest the company is going excellent in its career.