INTRODUCTION TO CADBURY DAIRY MILK

Background of Cadbury Company ' 'There’s one product that sells

in good times and bad - a bar of chocolate”. It has been an axiom of
Cadbury Company for generation. Today, the company which was
opened in 1842 by John Cadbury Is the global leader in the chocolate
confectionery manufacturer. The beginning of Cadbury journey is when
John Cadbury opened up a shop in Birmingham and sold coffee, tea,
drinking chocolate and cocoa. In the later stage, John’s brother Benjamin
joined the company in 1842 and opened an office in London and received
Royal Warrant as manufacturer of chocolate and cocoa to Queen Victoria
in 1854.
Today’s market has been turned from the seller’s market to buyer’s
market. Success or failure of modern business now depends on how
effectively, the marketers and advertiser are able to attract the buyer.
Marketing has become a pervasive force capable of guiding and even
controlling production. In fact, it is the market potential and not
production resources that guide a business today.

Cadbury India Limited is the biggest chocolate importer and

manufacturer in India since 1948 (Cadbury, 2007), launching series of
chocolates for the various segments and strata of people in India’s large
and diverse population. Chocolate is one of the most famous foods
forever. Chocolates in India are slowly and steadily substituting the
traditional Indian sweets. Due to increase in level of social
consciousness people prefer gifting well wrapped chocolate packets
rather than sweets on occasions and festivals.

Overview of Cadbury Dairy Milk in India

Cadbury began its operations in 1948 by importing chocolates and

then re-packing them before distribution in the Indian market. After 59
years of existence, it today has five company- owned manufacturing
facilities at Thane, Induri (Pune), Manipur (Gwalior), Bangalore and
Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Kolkata and
Chennai). The corporate is in Mumbai. Currently Cadbury India operates
in three sectors viz. Chocolate Confectionery, milk food drinks and in
the Candy category.

“The advertising kept evolving from ‘Kuchh Meetha Ho Jaaye’ to

the current brand thought ‘Kuchh Accha Ho Jaaye, Kuchh Meetha Ho
Jaaye’ campaign which talks about extending generosity to oneself as
well as to others," .
Chocolates of Cadburys
 Dairy Milk
 5 Star
 Perk
 Celebrations
 Temptations
 Gems
 Eclairs

Today’s scenario in the chocolate industry is a highly

competitive one. In the wake of liberalization as the economy
opens up more and more international brands of chocolate are
entering into the Indian Market giving to are coming the
competition to capture the Indian Market is hotling up. Gone are
the days when the chocolates were considered to be a luxury item
only to be consumed by the rich people.

The chocolates appeal to all the classes irrespective of age,

sex or status. Now the chocolates are positioned as a light meal to
be consumed between heavy meals. Some of the examples of this
type of positioning are ‘Perk’ and ‘Kit Kat’ with chocolate
companies having intense competition and with reducing shelf
space only those companies who market their chocolates as well as
advertise and package them will have a chance to survive in the
market.
 The studies have shown that most of the time chocolate
buying is an impulse action i.e. when one sees the chocolates on
the shelf of the shop so, it is very important for the manufacturer to
package them attractively, and advertisements in the social media
and other media of course influence the consumer in buying a
product.

The customers comes to know about the product through

advertisements’ only. They get attracted to many features like
shape ,color, and then decides to purchase that product.
SUGGESTIONS

Most of the respondents suggested that more varieties to be

introduced in chocolates. The company need to introduce more
flavors in dairy milk, 5 star, perk, celebrations, temptation, gems
and éclair s, The company should maintain awareness among the
Cadbury chocolates, The price of the chocolates to be reduces and
quantity of the chocolate to be increase.

CONCLUSION

The study concludes that all the chocolates brand of Cadbury

should take necessary promotional activities to increase their
demand by introducing new flavors in small pack. The cost of the
product should be reasonable to purchase, the producer can with
stand the chocolates market in the Coimbatore city. The different
varieties of advertisements through television media will increase
the marketability of Cadbury chocolate. Quality is the main
motivational factor for the consumers to buy the chocolates of
Cadbury.

REFERNCES
  AdeoluB.Ayanwale, TaiwoAlimi and Matthew
A.Ayanbimipe (2005) “The influence of advertising on consumer
brand preference”. J. Soc. Sci., 10(1) pp9-16. 

 Gopalakrishnan, Karthikeyan “A study on consumer

satisfaction towards dairy milk chocolate with special reference to
Uthamapalayam city ”. e-ISSN: 2278-487X, p-ISSN: 2319-7668
PP 54-57.

 https://economictimes.indiatimes.com/advertising-
marketing/best-bekaar-advertisements-consumers-like-and-
dislike/best-advertisement-pepsi/slideshow/20063039.cms