3. CADBURY’S DAIRY MILK
• “KUCH MEETHA HO JAYE”
• Cadbury Dairy Milk chocolate is one of the
major success stories for Cadbury and one of
the world's most famous chocolate brands.
4. COMPANY OVERVIEW:
• Company began its operation in India in 1948.
• It started by importing chocolates and then
repackaging them before distributing it in the
Indian market.
• The company’s main motto is to work
together and create brands for people.
• Currently CADBURY INDIA operates in three
sectors chocolate confectionery, milk food
drinks and in the candy category.
5. COMPANY OVERVIEW
• In the chocolate confectionery business,
Cadbury has maintained its undisputed
leadership over the years.
• Some of the key brands are Cadbury dairy
milk,5 star ,perk éclairs and celebrations.
• Cadbury enjoys a market share of 70%-the
highest Cadbury brand share in the world.
• The pure taste of CADBURY DAIRY MILK
defines “the chocolate taste for the Indian
consumer”.
6. INTRODUCTION:
• In June 1904, George Cadbury and his team of
confectioners created a chocolate containing a
‘far higher milk content than previously known’
to challenge the Swiss domination of the
chocolate market.
• After considering names such as ‘Highland Milk’
and ‘Dairy Maid’, Cadbury Dairy Milk (CDM) was
launched in 1905 and it became an instant
success. It’s been more than 100 years now but
the recipe still is relatively unchanged and is kept
under lock and key in a safe in Bourneville.
7. INTRODUCTION:
• Cadbury introduced its famous ‘Glass and a
half of full cream milk in every half pound’
slogan in 1928, but the world-famous symbol
was only used in advertising.
• Today, CDM remains the UK’s number one
chocolate brand and is worth more than £360
million.
• It has become an international favorite and
enjoyed by millions of people across 30
countries.
8. INTRODUCTION:
• It now has manufacturing facilities in Thane,
Induri ( Pune) and Malanpur (Gwalior),
• Hyderabad, Bangalore and Baddi (Himachal
Pradesh) and sales offices in New
Delhi, Mumbai, Kolkata and Chennai.
• The corporate head office is in Mumbai.
• The head office is presently situated at Peddar
Road, Mumbai, under the name of "Cadbury
House".
9. VISION:
• To deliver superior shareholder view.
• Cadbury in every pocket.
• Investing to develop people.
• Innovative utilization of assets.
10. MISSION:
• To provide customers with “TEMPTING
TASTE”.
• To treat with mouth watering treat which is
simply irresistible.
• “CADBURY “means quality this is the promise
of Cadbury.
• Its commitment to continuous improvement
will ensure the promise.
13. CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.
SIMILAR DESIGN WORLDWIDE.
CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.
AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
19. Business Operations
Five company-owned
manufacturing facilities:
Thane
Induri (Pune)
Malanpur (Gwalior)
Bangalore
Baddi (Himachal Pradesh)
4 sales offices:
Mumbai
Kolkata
New Delhi
chennai
Corporate/Head office:
Mumbai
20. WHOLESELLER
RETAILER
CDM ARE SOLD DIRECTLY TO
WHOLESELLER AND RETAILERS.
CADBURY'S DISTRIBUTION NETWORK
USED TO ENCOMPASSES.
2100 DISTRIBUTORS AND 450,000
RETAILERS.
30. SEGMENTATION
• The Segmentation of the market for dairy milk
is based on 3 things.
• 1st is based on geography ,which means Dairy
milk bars are segmented by consumer
preferences in the area & are sold more
predominantly in regions which consumes
more snacks/junk food.
• 2nd segmentation is catering to the impulse
purchasers .These type of consumers form a
major chunk of the consumer base that the
product caters to.
31. SEGMENTATION
• Dairy milks are often stocked in convenience
stores of supermarkets due to impulse
purchasers who are buying the chocolate for
purchase and consumption now.
• 3rd segment is the Gift segment, Giving away
chocolates as gift is a trend that is fast
catching up in India & Cadbury dairy milk
wants to cash in on that.
• The Latest segment that Cadbury dairy milk is
catering to is the dessert segment.
32. SEGMENTATION
• The latest drive of dairy milk is to become the
national dessert of the country.
• As far as segmenting market on income there
are different variants of dairy milk(Bournville
& silk) targeted towards the higher class who
are ready to pay the extra premium for extra
dark chocolates.
33. POSITIONING
• Cadbury dairy milk excels at positioning. Not
only can the chocolate bars have many
different positions based on which segment
they are in, but also none of the positions
damper the effects of other positions.
• Today Youth see word Cadbury as a synonyms
for Chocolate , and others see it as a
synonyms for Sweet and Love and Bliss.
34. POSITIONING
• In India Cadbury Dairy milk has positioned
itself as "Spontaneous , special ,carefree ,real
moments like,
• “Mazza aa gaya” in the intial stage,and later
on for sweet as “kuch meetha ho jaye”
• The Most recent Campaign “ShubhAarambh"
tries to take forward the initial positioning of
dairy milk for Traditional Sweet which is
offered as ‘Bhog' to Gods.
•
35. • TAGLINES USED BY
CADBURY DAIRY MILK
FOR ADVERTIZING ITS
PRODUCT:
• Pappu Pass Ho Gaya
• 'Kuch meetha ho jaye'
• 'Shubh Aarambh'
• 'Meethe mein kuch meetha ho
jaye'
39. CONCLUSION:
• At present Cadbury is having 6 production
units across India, they should increase their
no. of production units.
• Cadbury should set up their units in rural
areas.
• Setting up units in rural areas would
automatically provide employment to
economically backward section of the society.
• With this economic status of the nation would
also improve to some extent.
• They would also get labour at cheap cost.
