Sweetest Story Ever Told
• Cadbury story is a
fascinating story of a family
business that grew in one of
the biggest, most loved
chocolate brand in the
• A story that you will
remember as the story of
“The taste of life”.
• First made by Cadbury in 1897 by adding milk
powder paste to the dark chocolate recipe of cocoa
mass, cocoa butter and sugar
• After a considerable amount of research a new
recipe was formulated fresh milk and new
production processes were developed to produce
milk – chocolate
• It is an important decision in the present age of
• Important for a manufacturer.
• Vital component of a product.
• Major contributing factor for its increasing
• Develops a positive image about the product
• Protection of product.
Benefits Of Packaging
• Designed to take care of the quality
• Most Consumers remember products through their
• Brand identification
Features Of Packaging
• Advertise the brand and manufacturer.
• Self identity and Differentiating feature of the
• Attractive when placed in shelf.
• Design and size of product packaging.
• Shelf life and space occupied.
• Eco- friendly and hygiene in packaging should be
• Cadbury’s - India’s no.1 Chocolate
• Cadbury has grown from strength to strength with
• Cadbury today manufactures product in 60 countries
and has trade in 120 countries
• Cadbury Dairy Milk (CDM) entered the Indian market
History of CDM Packaging
• Decorative Packaging - Engravings of
Queen Victoria and Prince Albert.
• 1st chocolate box - Designed by Richard Cadbury
with painting of his young daughter.
• 1905 - First proper Cadbury logo by William
• CDM started its pack in pale purple with red script, in
a continental style ‘Parcel Wrap’.
1915 – 1940
• It first used the colours of purple and
• Stylized cocoa tree interwoven with the
• Cadbury script logo first appears
• Based on the signature of William Cadbury
• The full Dairy Milk range became purple and gold in
• Glass and a half full symbol introduced
• Cadbury hired Norbert Dutton
– Popular Industrial designer, to 'review
all the Firm’s labels.
• Dutton created new designs, using traditional
Cadbury purple and gold for milk chocolate & red
and gold for plain chocolate.
Present CDM Packaging
• Usage of gold foil to pack the chocolate &
paper wrap on top of it then the dairy milk
main wrapper is used to pack.
• Uses Air tight packaging.
• Perforation on pack – Easy to tear.
• Cadbury has introduced special packaging for
special occasions such Diwali, Rakhi etc.
• It introduced cartoon chocolates in name
Cadbury dairy milk - Wowie
The Dairy Milk worm case
• Cadbury's found itself guilt, when a few
instances of worms in its Dairy Milk bars were
• Negative Publicity – Sales down by 30 %.
• In October it launched Project 'Vishwas’.
• Imports machinery- revamps Packaging.
• Brand Ambassador as Mr. Amitabh Bachchan.
Importance of Packaging
• Packaging conveys a number of utilities.
• Communicates important information about
the product, price, manufacturer and the
consumption precautions etc, to buyer.
• Packaging plays a key role in success or failure
• Packaging is an important component of the
Purple goes green
Purple Goes Green is Cadbury’s commitment
to shrinking its global environmental footprint.
• Highly reputed company
• Well known to people
• Positive perception
• Dairy Milk is the most
consumed chocolate in
• Very good R&D department
• Strong branding demands
• Chocolate is not regarded
• Sales tend to be seasonal
• Products are a bit highly
• Established products can be
revived with new packaging
• Healthy eating products are
yet to be fully exploited
• Cadbury’s has still got a
large room for expansion
• It can look to develop new
products in new markets
• Lot of competitors in the
• Healthier options could
• The high level of investment
needed to launch national
brands deters product
• The pricing of their products
is too high
• Cadbury’s a great player in the chocolate industry
• Consistent changes in Packaging.
• Adopted to Indian culture.
• Special Chocolate packs.
• Packaging - An interactive marketing tool.
• Packaging helps in Brand Identification.
• Packaging – plays a vital role.