1. The document discusses the chocolate industry in India, with a focus on Cadbury Dairy Milk. It provides market share information for Cadbury, Nestle, and others. 2. It then analyzes Cadbury's product line evolution over time, from its introduction in India in the late 1940s to its current product portfolio and marketing strategies. 3. Key Cadbury products discussed include Dairy Milk, Perk, Gems, and 5-star. The document outlines Cadbury's segmentation, targeting, positioning, and promotional strategies over the years for these brands.

1. Presented by
1. Mehak Sharma
2. Vinayak Shetti
3. Priyanshu Tripathi
4. Namrata Thacker
5. Siddharth Shetye

2. CHOCOLATE INDUSTRY
Market Share
Cadbury
Nestle
Others
Rs 2000 crore market growing @ 18-20%
p.a

3. 1948
(Cadbury- 1997 2002
Fry Pvt
Ltd)
1967- 1995 2009
68
Now
1984 1987 what?

4. Category
Confectionary
Sub-Category
Chocolates
Brand
Cadbury
Model
Dairy Milk/Gems/Perk/5-star

5. WHAT IS PLC CURVE?

7.  Kitkat vs Perk in 1995
 Good quality, moderately priced chocolate
for all age groups and classes which can
be had anywhere anytime
 Wafer chocolate competitively priced.
 450,000 retailers and 2,200 distributors
 “Thodi si pet pooja,kabhi bhi, kahi bhi”, “
Whenever on hunger strike...”
 Flank protection to flagship CDM
 Chota perk, Perk XXL, ulta perk, perk
glucose.

9.  Came to India in 1968
 Targeted primarily at kids
 Variations in flavor, packaging and pricing
 Ads generally targeted at the masti theme
 Tag lines “Mutthi mein zamana”, “Gems Bond
– Non Stop Excitement” and “Raho
Umarless”

11. CADBURY DAIRY MILK (CDM)
 INTRODUCED IN 1984 IN INDIA
 SEGMENTATION
GEOGRAPHIC SEGMENT, IMPULSE, GIFT SEGMENT
 TARGET MARKET
KIDS TO ADULTS
 POSITIONING
CADBURY SYNONYMOUS AS CHOCOLATE FOR KIDS SYNONYMOUS
WITH SWEETS
 COMPETITORS
AMUL, NESTLE, FERRERO ROCHER

12. STRATEGY
Chocolate bar Available in various sizes from 10 gm to premium packs
Competitive pricing starting from Rs.5/-
Manufacturing units - Thane (MH), Pune (MH), Gwalior (MP), Bangalore
(KA), Baddi (HP)
Sales office – All Metros
The media mix for the campaign comprises TV, outdoor, Internet and radio

13. PROMOTION
 „Real Taste of Life‟ campaign in 1994 - chocolate that awakened the little child in
every grown up
 „Khaane Waalon ko khaane ka Bahana Chhayie‟ campaign in 1998 made
consumption into a joyful, social occasion
 `Kuch Meetha Ho Jaaye‟ campaign in 2004 to increase CDM consumption by
making it synonymous with traditional sweets (Mithai)
 In the year 2010, the `Shubh Aarambh‟ campaign was launched, drawing lines
from the traditional Indian custom of having something sweet before embarking
on something new
 With the current campaign „Khaane Ke Baad Meethe Mein Kuch Meetha Ho
Jaaye‟, our aim is to introduce the thought of having a CDM as a post dinner
meetha (dessert)

14. Increased Varied use
use among among
New users
current current
users users
Product Life Cycle Extension