Product life cycle Stages in Chocolate industry

Presented by: Zubaida sheikh SP11-BBA-21 Murtaza Ahmed Sabri SP11-BBA-10

AT INTRODUCTION LEVEL
In the 1980s, CDM was positioned as the perfect expression of Love, captured in memorable copy During the early 1990s,communicating that it was the real taste of chocolate in 1994 Cadbury redefined itself as the perfect expression of spontaneous, shared good feelings providing the real taste of life; The strategy paid off: Brand Cadbury grew by over 50% in sale volume

AT GROWTH LEVEL
1998.the next stage of growth for the Brand deals with popularizing consumption in a social context, especially in more traditional settings like Wedding. with the campaign khaanein waallon ko khaanein ka bahana chahiye CDM aimed to substantially increase penetration level with the award winning kuch khaas hai. The Brand penetration into smaller towns and sales volume grew by 40%.

AT MATURITY LEVEL

With the new campaign of pehli tareekh hai in this talk about the importance of having Dairy milk and celebrating on getting your pay on pay-day. Shubh Aarambh add that brought back the old charm of Cadbury.

GEMS came to Pakistan in 1968 Targeted primarily at kids Variations in flavor, packaging and pricing Adds targeted at the masti theme Tag line Mutthi mein zamana

AT DECLINE LEVEL
Many marketing experts would agree that the best time to reinvent for a Brand is when the going is still good. No brand can afford to assume its created the definitive product. CDM introduced the sub Brand silk.

CADBURY DAIRY MILK (CDM)

INRODUCED IN PAKISTAN IN 1993. SEGMENTATION:
GEOGRAPHIC segment, give segment.

Target Market:
Kids to Adults

Positioning:
Cadbury synonymous as chocolate for kids synonymous with sweets.

Competitors:
NESTLE

STRATEGY

Chocolate bars Available in various sizes from 10 gm to premium packs. competitive price starting Rs-5 The media mix for the campaign comprises TV, outdoor, internet and radio