The document summarizes the marketing strategy and history of Cadbury Dairy Milk chocolate in India. It discusses how Cadbury shifted its positioning from targeting children to targeting adults by positioning the chocolate as providing "The Real Taste of Life." This helped expand the brand's consumer base and significantly increased sales volumes. Cadbury has continued adapting its strategy, brand range, and communications to maintain growth and market leadership in India.

1. The sweetest story ever told… or heard

2. What makes a successful brand? Carves out a distinct role in the consumer’s life Constantly delights the consumer year after year Consistent value proposition Local expressions of universal needs Elicit a ‘WOW’ at any given time

3. Cadbury Dairy Milk The Real Taste of Success

4. What does CDM stand for world-wide?

5. Brand Promise Cadbury Dairy Milk is the most delicious, best tasting chocolate. A moment of pure magic . CDM is Chocolate

6. Brand Character Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness (fun, wholesome, reliable), to the personal values of individual enjoyment. It stands for goodness.

7. The Indian Chapter

8. The Challenge Get people accustomed to chocolates- primarily seen as a western taste Do so by reaching out to the masses in a land where mindsets and preferences are as diverse as the country itself

9. CDM in the 80’s Brand was considered as a surrogate of parental affection for their children The chocolate goodness (appetite appeal) was being harnessed

10. The Expression CDM positioned as ‘The perfect expression of parental love’ ‘ Sometimes a Cadbury can say it better than words’

11. 1980 TVC

12. Category audits in early 1990’s Chocolate are meant for kids only Seen as an indulgence product Negative associations Too much was bad Bad for health

13. Key Issue With communication consciously addressing kids, consumption also got restricted within the same segment resulting in brand stagnation

14. Marketing Challenge To expand the consumer base by making CDM aspirational and desirable to the adult segment

15. The Unshackling of CDM in 1994

16. Communication Task To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk way - real, fun and free. Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.

17. What was the consumer saying?? Extensive brand audits on the consumer pulse revealed that Cadbury Dairy Milk moments were spontaneous, carefree, special, real moments. So, what if these ‘moments’ were brought back to life even for adults?

18. The atmosphere at that time… The new resurgent India. The era of globalization had sowed the seeds of ‘I wanna break free’ syndrome Avenues for freedom for expression were more than welcome

19. The BIG idea Cadbury Dairy Milk- The chocolate for the kid in all of us. The Communication The Real Taste of Life.

20. Brand Positioning CDM is the perfect expression of spontaneous, happy, joyous feelings. Eating CDM provides the ‘Real Taste of Life’ experience.

21. RTOL TVC

22. And the result… ‘ 94 v/s ‘93 Category 12 43 22 52 Brand 31 54 Moulded segment Parameters ‘ 95 v/s 94 ‘ Vol. Gr. ‘ Vol. Gr.

23. Legitimising of CDM in 1998

24. In 1997 Hurdles at a competitive level Launch of Kit Kat which was considered as young, trendy, future, exciting, smart Threat from imported premium moulded brands like Lindt, Ritter, Van Houten

25. Hurdles at the communication level “ Real Taste of Life Campaign” cut ice with the metro audience, The barriers of Middle/Bottom end consumers still remained to be addressed As a result, brand growth rate was slower than the chocolate market growth In 1997

26. What next??? The “Indianisation” of the brand To increase width of consumption by entering the Indian mind-space - Make CDM part of Indian customs and mores

27. What next??? CDM to be the Real Taste of Everyone's Life.

28. For Regular users Position CDM as the gold standard in taste amongst chocolates Creative Idea I will do anything to eat my CDM The twin platforms

29. For Infrequent users Position CDM as the chocolate meant for everyone Chocolate = CDM Creative Idea You don’t need any special reason to eat CDM

30. For Regular users The executions

31. Train TVC

32. For Infrequent Users The executions

33. Cyrus TVC

34. The result... Vendor TVC’s cut ice among both heavy as well as marginal user The strategy helped increase brand penetration (specially in smaller towns) leading to a brand growth of around 40%

35. The result... Volumes grew by 34% post ad exposure (i.e Jul-Dec ‘00) vis-à-vis pre ad period (i.e. Jan-Jun ‘00) Overall CDM volumes of 2000 grew by more than 30% over 1999

36. Parallel initiatives Beefed up distribution system (grown by over 60% over past 5 years) Increased points of contact (Bringing CDM closer to the consumer)

37. The third discontinuity CDM in 2002

38. Competitive Environment Influx of several brands at various price points offering greater perceived value While attitudes towards chocolates softened, consumers flirted with options

39. The Challenge Reinforce pre-eminence of the brand

40. The Execution Product Range of new, international pack formats – a CDM for every need

41. CDM for every need For chocoholics - CDM Chunky For Connoisseur - - Bournville - Fruit & Nut

42. CDM for every need Gifting - Gift packs In-home consumption ‘ Muh Meetha Karna’

43. The Execution Communication Reinforce relationship of brand in the consumer’s life

44. CDM in 2002 I eat CDM when I am happy, sad CDM is always there with me CDM mere mun mein rahata hai CDM is almost like an ideal companion Consumer Speak Insight The Brand Platform I need a friend who sees me through all my emotions CDM uplifts my spirits like a true friend

45. Sailor and Tennis TVCs

46. The Sweet Taste of Success

47. A brand that captures your mind gains behaviour. A brand that captures your heart gains commitment. Scott Falgo

48. Bonding Advantage Performance Relevance Presence Commitment to the brand - India CDM Intl. Choc. Brand in India Source: IMRB U&A Study

49. CDM India – a global benchmark Today, India is the second largest market for CDM in the world The Indian case-study has been designated as the "blueprint for success" for all international markets to emulate.

50. But there are newer challenges Strike a balance between the CDM enlistment (in non-metros) and the increasing usage in Metros Drive CDM ‘Ultimate Chocolate Experience’ values across the Mega Brand Range Make CDM a part of the Indian shopping basket

51. Our goal Ensure a CDM in very pocket

52. Lesson A Brand is a Brand is a Brand

53. As long as it connects with the consumer, remains relevant & excites her, it doesn’t matter whether it’s Indian or not

54. Thank you Care for some chocolate?

55. The Brand Belief CDM is the best tasting chocolate - a moment of pure magic CDM is chocolate, the others are simply makes of chocolate

56. Opportunity The traditional sweet market in India is worth a whopping Rs. 11,000 crore (3.5 times Australian chocolate market) .

57. Positioning Review Cadbury India realized that in our very positioning of "parental love", growth was being hindered. The lead task was to make chocolates acceptable and accessible amongst adults and erase the kiddy connotations.

58. SET 2 Regular users Dual Role of CDM Gold standard in taste for Regulars Users The chocolate for Infrequent Users SET 1 Infrequent Users The twin tasks for CDM

59. Current Tasks Maintain the growth trend of the brand by Enlisting new users Upgrading marginal users Need to expand the market, especially in the lower SEC / POP Strata Need to increase Per Capita Consumption among regular users

60. And communication needed to... Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase AWP among regular users

61. Current Tasks Maintain the growth trend of the brand by Enlisting new users Upgrading marginal users Need to expand the market, especially in the lower SEC / POP Strata Need to increase Per Capita Consumption among regular users

62. And communication needed to... Soften attitudes and drive width of consumption in small towns Casualize chocolate consumption in an attempt to increase AWP among regular users

63. Bonding Advantage Performance Relevance Presence Brand power in India CDM Munch Kit Kat Source: IMRB U&A Study