Chocolate has become one of the most popular food types and flavors in the world.

Gifts of
chocolate molded into different shapes have become traditional on certain holidays: chocolate
bunnies and eggs are popular on Easter, chocolate coins on Hanukkah, Santa Claus and other
holiday symbols on Christmas, and chocolate hearts or chocolate in heart-shaped boxes on
Valentine's Day. Chocolate is also used in cold and hot beverages, to produce chocolate milk and
hot chocolate. Around three quarters of the world's cacao bean production takes place in West
Africa.

Chocolate is one of the most popular holiday gifts. On Valentine's Day, a box of chocolates is traditional,
usually presented with flowers and a greeting card. It may be gifted on other holidays, including
Christmas, Easter, Thanksgiving, and birthdays. At Easter, chocolate eggs are traditional. This is a
confectionery made primarily of chocolate, and can either be solid, hollow, or filled with other sweets or
fondant.

Cadbury Dairy Milk is a brand of chocolate bar produced by Cadbury (except for the United
States where the product is marketed by The Hershey Company) and sold in several countries
around the world. It first went on sale in the United Kingdom in 1905.

History
In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk than
previous chocolate bars, and it became the company's best selling product by 1913. George
Cadbury Jnr, responsible for the development of the bar, has said "All sorts of names were
suggested: Highland Milk, Jersey and Dairy Maid. But when a customer’s daughter suggested
Dairy Milk, the name stuck.".[1] Fruit and Nut was introduced as part of the Dairy Milk line in
1928, soon followed by Whole Nut in 1933. In 1933 dairy milk went out of production briefly
then came back in 1934. By this point, Cadbury's was the brand leader in the United Kingdom.[2]
In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar.[3]

The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India
began in 1948.The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a
variety of ingredients and are very popular amongst teens & adults. Recently, Cadbury Dairy Milk Desserts was launched,
specifically to cater to the urge for 'something sweet' after meals.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed
in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.

Our Journey:

Cadbury Dairy Milk has been the market leader in the chocolate category for years. And has participated and been a part of
every Indian's moments of happiness, joy and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the
Indian chocolate market.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the
category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in
all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and
'shared good feelings'.

The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one
with the "girl dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-
inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the
masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for
chocolate consumption amongst adults, by showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the
phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used
extensively to express joy in a moment of achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival
2006 for 'Best use of internet and new media'. The idea involved a tie-up with Reliance India Mobile service and allowed
students to check their exam results using their mobile service and encouraged those who passed their examinations to
celebrate with Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in
the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards.

Did You Know:

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted
Brands survey.

During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male employees joined the armed forces
and Cadbury sent books, warm clothes and chocolates to
the front.
Cadbury 5 star
Chocolate lovers for a quarter of a century have indulged their taste buds with a Cadbury 5 Star. A leading knight in the
Cadbury portfolio and the second largest after Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves from
strength to strength every year by increasing its user base.

Launched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside, Cadbury 5 Star has re-
invented itself over the years to keep satisfying the consumers taste for a high quality & different chocolate eating
experience.

One of the key properties that Cadbury 5 Star was associated with was its classic Gold colour. And through the passage of
time, this was one property that both, the brand and the consumer stuck to as a valuable association.

Cadbury 5 Star was always unique because of its format and any communication highlighting this uniqueness, went down
well with the audiences. From 'deliciously rich, you'd hate to share it' in the 70's, to the 'lingering taste of togetherness' &
'Soft and Chewy 5 Star' in the late 80's, the communication always paid homage to the product format.

More recently, to give consumers another reason to come into the Cadbury 5 Star fold, Cadbury 5 Star Crunchy was
launched. The same delicious Cadbury 5 Star was now available with a dash of rice crispies.

Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to continue the upward trend. This different and delightfully tasty
chocolate is well poised to rule the market as an extremely successful brand.

Did you know:

Cadbury 5 Star played an adept cupid for young couples in love in the 70's. In fact, Cadbury 5 Star was a way of professing
undying love for the significant other.

Kit Kat
A Kit Kat is a chocolate confection which was first created by Rowntree's of York, England, and now
produced worldwide by Nestlé, which acquired Rowntree in 1988,[1] except in the United States where it
is made under licence by The Hershey Company. Each bar consists of fingers composed of three layers of
wafer, covered in an outer layer of chocolate. Each finger can be snapped from the bar one at a time.
 Kit Kat bars are produced in 20 countries by Nestlé: UK, Egypt, Canada, Australia, New Zealand, Algeria,
South Africa, Germany, Russia, Japan, China, Indonesia, Malaysia, India, Turkey, Venezuela, Spain,
United Arab Emirates, Mexico and Bulgaria.

The year 2003 was a turning point for the Kit Kat bar as well as the confectionery industry in general.
The popularity of low carb diets and the push to healthier eating stifled sales growth in many parts of
the world. In addition, fierce competition from Cadbury's newly formed Dairy Milk superbrand also
contributed to sales of the Kit Kat decreasing considerably in its home market of the UK, and threatened
to depose it from its #1 position.[8][9] The solution adopted by Nestlé and others was to increase
dramatically the number of new and unique variations of their confections and market them as limited
or special editions, whereby they would usually only be available for a few months at a time so as not to
impact the sales of their permanent edition counterparts.

This has resulted in many new flavours and varieties of the Kit Kat and other confections appearing
globally since then. While some flavours have been hits, many have flopped, alienating some consumers
in the process, causing Nestlé to scale back on new releases.

Brand name and appearance

Originally named Rowntree's chocolate crisp, the traditional red wrapper of the original bar briefly
became blue between 1945–1947.

Hershey's Kit Kat packaging and advertising in the USA has differed from the branding used in every
other country where it is sold, although in 2002 Hershey Kit Kats finally started to adopt the slanted
ellipse logo used worldwide by Nestlé (though the ellipse is red and the text is white, rather than the
other way around). It is possible to purchase the (imported) Nestle version of the Kit Kat Chunky in
various specialty shops in the US.

Marketing and promotion

After launching in the 1930s, Rowntree's Chocolate Crisp was originally advertised as "the
biggest little meal" and "the best companion to a cup of tea". During the Second World War, Kit
Kat was depicted as a valuable wartime foodstuff, with the slogan "what active people need".
'Kitty the Kat' arrived in the late 1940s to emphasise the "rich full cream milk" qualities of the
bar and, thanks to contemporary improvements in production methods, also highlighted the new
and improved 'snap' by responding to a biscuit being broken off screen. The first Kit Kat poster
appeared in 1951, and the first colour TV advertisement appeared in 1969.

Since 1957, the slogan for the Kit Kat in the UK and elsewhere has been "Have a break... have a
Kit Kat". However, in 1995, Nestlé sought to trademark the "Have a break" portion. After a ten
year legal battle, which was contested by rival Mars, the European Court of Justice ruled on July
7, 2005 to send the case back to the British Courts

ANALYSIS
1.
o Do you like chocholates?
o Yes 97 %
o No 3 %
o 2) Who in your family uses chocholates?
2.
o 3) What kind of chocolates do you prefer?
o Branded
o Non Branded
3.
o 4)What type of chocolates do you prefer?
o Wafers
o Bars
o Small chocolates
o Other
4.
o 5) Which type of television channel do you prefer watching the most?
o News
o Cartoon
o Zee/Star (Entertainment)
o Other
5.
o 6) Which time slot do you prefer for watching television?
o Morning
o Afternoon
o 5-8 pm
o 8-11 pm
o Late Night
6.
o 7) Media where the last time you saw a chocolate advertisement was
o Television
o Hoardings
o Radio
o Newspaper
o Magazine
o Other
7.
o 8) According to you which of the following makes a television advertisement more memorable?
o Jingles
o Brand Ambassador
o Emotion
o Humour
o Product display
o Others
8.
o 9) Have you heard of Amul Chocolates?
o Yes
o No
9.
o 10) Can you recall any of the Amul chocolates Advertisement/ Hoarding?
o Yes
o No
10.
o 11) Which chocolates do you like the most?
o Amul
o Nestle
o Cabury
o Others
11.
o 12) When do you usually purchase a chocolate?
 o Festivals
o Gifting
o Snacks
o Just like that
12. AMUL SWOT ANALYSIS
o Strengths-
 Parent support
 Strong distribution network
o Weakness
 Raw material supply – volatile prices
 Chocolates - comparatively small business unit
o Opportunities
 Low penetration, consumption;
 Scope of launching new variants and extensions.
o Threats
 Foreign multinationals
13. CADBURY
o Chocolate sales of Rs 514.03 Crore
o Market leader by far – 79% share
o Dairy milk alone accounts for 30% of market
o Targeting youth and adults through new products
o Full chocolate range, complete category coverage
o Distinctive taste, captured sensitive price points
o Eclairs Rs 1, Chocky Rs. 2, 5 Star Rs. 5 and Rs. 10,
o Dairy Milk Rs. 5,10,15, 25 and 100
o Fruit and Nut Rs 20
o Dry Fruit Range Rs 25- 50
o Celebration Rs 50 and 100
o Rich Chocolates Rs 100, 250, 450.
14. Nestle
o Chocolate sales – 346.51 Rs. Crore
o 14% market share
o Chocolates 13-15% of total revenue
o Product range includes Classic, kit Kat, Munch, Choco stik, Bar one
15. Perceptual Map
16.
o RECOMMENDATIONS
17. Modified Positioning
o Something to have just like that.
o Gifting
18. TARGET AUDIENCE
19.
o Everyone
o Youths, kids, Teenagers, Old.
o Different products for different age group
20. Modified Marketing Mix
21. Product
o Introduction of new range of chocolates to suit different targeted segments
o Variety
o Design – Plain bars, filled, chocolate covered wafers,
o Sizes and Packages – wide range to suit key price points and occasions
22. Price
o Pricing – In line with Cadbury’s offerings
o Incentive schemes – eg. Nestle’s Maha munch give more value for the same price
o Priced at key price points like Rs.5
23. Promotion
o Must choose a Brand ambassador- e.g.Rani Mukherjee for munch ( targeting youth), Cadbury is
planning to rope in Genelia D’Souza of JTYJN fame.
o ADVERTISING
  Increase in frequency, At prime time.
 Must increase advertising expense from the current 1% of the revenue to 5-6% as
done by other competitors
24. Place
o Make use of its strong distribution structure.
o Urban as well as rural.
o New Regional Sales Offices to increase width and penetration and focus in rural areas.
25. RECOMMENDATIONS
o Must introduce Festival Gift boxes like cadbury Celebration.
o Must offer low-priced packs for the masses and launch new products to target different age
groups.
o Must focus on the availability and affordability of its products.
o Should increase R&D spending to improve the quality & taste.
o Must introduce at price points such as Rs 1, Rs 2, Rs 5 (13gms), Rs 10 (26gms), Rs 15
(43gms), Rs 50 and even at Rs 100
o Visibility at retails points. To increase the visibility of its products, target areas near bus stops,
colleges, schools, cafes and places of entertainment like theaters and amusement parks .
26. CHOCHOLATE MARKET IN INDIA
o Chocolate market is estimated to be around 1500 crores (ACNielson) growing at 18-20% per
annum
o Cadbury is the market leader with 79% market share
o The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in
developed markets such as the United Kingdom
o Over 70 per cent of the consumption takes place in the urban markets .
o The chocolate wafer market (Ulta Perk etc) is around 35 % of the total chocolate market and has
been growing at around 13% annually.
o As per Euromonitor study, Indian candy market is currently valued at around USD 664 million ,
with about 70%, or USD 461 million, in sugar confectionery and the remaining 30%, or USD 203
million , in chocolate confectionery .
o Entire Celebrations range marketshare is 6.5%
27. COMPETITION SCENARIO
o The chocolate market in India has only three big players, Cadbury(79%), Nestle(14%) and Amul
(5%)
o New brands such as Sweet World, Candico and Chocolatiers are present in several malls .
o The largest target segment for Cadbury is youth .
o Delhi-based Chocolatiers , started with a small shop in south Delhi’s Chittaranjan Park and has
now ventured into malls and multiplexes in NCR, Mumbai and Bangalore , with focus on high-
end or designer chocolates , a niche market of their own.
o Candico India is aiming for 400 locations across malls and multiplexes in the country by 2010 .
28. CONSUMER TREND
o Mithai - is getting substituted by chocolates - Convenient packaging and better shelf life .
o Sudden spurt in advertisement between July & Sep in festival seasons .
o The range and variety of chocolates available in malls seems to be growing day by day, which
leads to lot of impulse sales for chocolate companies.
o Chocolates which used to be unaffordable , is now considered mid-priced .
o Designer chocolates have become status symbols .
o Consumers can choose from wide range of chocolates . so many SKUs with almonds, raisins
and all sort of nuts. Latest 5 star crunchy and Ulta Perk .
o In past, consumers had negligible inclination for dark chocolates . But now we have seen a
change in the Indian palate, which is increasing the base of this sub-segment
29. ADVERTISEMENT TRENDS
o Chocolate advertising rose by 30 per cent .
o Maximum chocolate advertising was during Raksha Bandhan .
o As expected chocolate advertising skewed towards kids channels and regional GEC took the
second position
o Cadbury India Ltd rules chocolate advertising on television
o Regional GEC took the second place with a 21% share ad volumes of chocolates, followed by
Hindi movie with 13% share.
 o Cadbury India Ltd was way ahead of its peers with 66 per cent share followed by Nestle India
Ltd and Parle Products Pvt Ltd
o During January-November 2008 the number of new chocolate brands advertised decreased to
seven from 12 during 2007
o Nestle Munch Pop Chocolate led the chart of new chocolate brands advertised on television
during January-November 2008

AMUL

Amul chocolates, which made a determined entry in the market in the nineties and stayed put till a couple of years
ago, is barely seen on shop shelves nowadays.
The grit with which the brand, then only known for its butter and cute ads, posed a challenge to market leader
Cadbury is gone.

A two-horse race that became three-horse competition, with Nestle joining in, appears to have slipped back into a
market dominated by the two foreign brands. The homegrown Indian brand, a household name more famous than its
owner, Gujarat Cooperative Milk Marketing Federation, is barely visible in the chocolate market.
Amul contests this. But try buying a bar of the brand, chances are that most retailers will shake their heads. This,
when the brand has grown into a giant business in milk and other milk products. Cheese, ghee, ice cream and curd,
for example.

Marketing and branding aces blame the vanishing trick on poor marketing and low expertise in chocolate making.
Another plausible reason could be the diversion of milk fat, an important ingredient in chocolate making, to producing
liquid milk.
This becomes an imperative where consumer demand for milk is growing. With disposable incomes rising,
consumers have become more discerning and are spending more on a better lifestyle, which includes better food.
“One manifest of this is the significant growth in overall milk consumption,” said a senior official in the department of
animal husbandry, dairies and fisheries.
In 2008 the branded chocolate market in India was worth around Rs 2,300 crore (56,747 tonnes), dominated by
Cadbury (70 per cent market share). Nestle, with 28 per cent, came next. Amul and other minnows shared the rest,
according to A C Nielsen. In 2007, the market absorbed 49,487 tonnes worth Rs 1,700 crore.

milkybar
Milkybar is a white chocolate confection that is produced by Nestlé and sold in Australia, New Zealand,
India, Ireland, South Africa and the United Kingdom. It sold under the name Galak in Continental Europe
(except Spain) and Brazil. Nestlé have produced white chocolate since the 1930s, and started using the
brand Galak in 1967. In many European countries a version with puffed rice is also available.

Milkybar Kid

The Milkybar Kid has been used in television advertising promoting Nestlé Milkybar in the
countries where it is sold. The Milkybar Kid is a blond, spectacle-wearing young child, usually
dressed as a cowboy, whose catchphrase is "The Milkybars are on me!". Until 8 year old
Hinetaapora Short of Rotorua was selected in 2010[1

In the UK, Australia and New Zealand the advertisements were originally accompanied by a
jingle extolling "the goodness that's in Milky Bar".[2] In more recent revivals of the campaign, the
jingle has been revised to refer to "the good taste that's in Milkybar". The pronunciation of the
company's name has also changed from "nessul" to the Swiss "ness-lay".

The Milkybar Kid made his debut in 1961,[3] and has been played by a number of actors. The first
was Michael Mayne; others include John Cornelius and Simon Desborough.[4] In 2007, William
Ray took over the role.[5]

NESTLÉ MILKYBAR is a delicious milky treat which kids love. With its Calcium Rich recipe, NESTLÉ MILKYBAR is a
favourite with parents to treat their kids with.
Milkybar is the leader in the white chocolate market in India. Launched in 1998, the brand is
now making lot of noise in the media as a part of its repositioning exercise. In a typical market

challenger strategy of Byepass attack, Nestle always avoided

fighting head on with the market leader Cadbury's Dairy Milk.
Nestle chose to attack the market by launching brands like Kit Kat , Munch and Milkybar and
thus create a new market for itself away from the market leader. Milkybar is one of such brands.
Although Milkybar was around in Indian market for a while, the brand came into aggressive
state during the relaunch in 2006. During that time, Nestle relaunched the brand on the
platform of healthy chocolate. The chocolate was fortified with calcium and positioned as a
chocolate bar for energy and strength.
"Milkybar gives me power " was the brand's positioning platform.

Milkybar not only created the white chocolate segment but expanded it through product
innovations. The brand launched a soft chewy fudge form of Milkybar branded as Milkybar
Choo. This was a big hit for the kids who loved the soft fudge form of chocolate. The brand also
made itself affordable by pricing the variant at Rs 5.
Currently the brand is running a campaign with a new tagline " Dum hai to bahar nikal " ( if you
have guts, get out and play ) . The brand asks the youngsters to just get out and play.
Milkybar is a global brand from Nestle's portfolio. The brand was born in 1937. Globally the
brand is positioned towards small kids. The brand have a mascot which is the " Milkybar Kid".
In India, instead of Milkybar kid, we have the picture of cow to reinforce the " Milk " factor.
The positioning of Milkybar was a healthy chocolate works well with parents. I was surprised
when our family doctor suggest that we give milk chocolate to our child rather than the brown
one. As a parent, I am also influenced by the " Goodness of Milk " factor. But often kids prefer
the brown one over the white one.

Milkybar is a nice example of a brand carving a place for itself in a market which is dominated
by an iconic brand. The new positioning may broaden the consumer segment for this brand. But
how the older kids are impressed by the brand is something to watch for.