NAME :- SAMIM MALLICK

CLASS :- XII
STREAM :- COMMERCE
ROLL
NUMBER :- 12662430
SCHOOL :- MEMARI CRYSTAL MODEL SCHOOL
ACADEMIC
YEAR :- 2021-22
 * CADBURY-HISTORY *
• Cadbury Chocolates was started in Birmingham in 1824 by John Cadbury.
• Cadbury Dairy Milk came up with the mix of milk and chocolate tray which is pretty much
how the product still is.
• No drastic change in the recipe of the product but the packaging and the representation and
prominence of the ‘glass and half of milk’ logo has changed over a period of time.
 CADBURY INDIA-INTRODUCTION
• Began its operations in 1948 by importing chocolates and then re-packing them before
distribution in the Indian market.
• Cadbury has five company-owned manufacturing facilities at-
Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh)
• 4 sales offices-
New Delhi, Mumbai, Kolkata and Chennai
 PRODUCTS OF CADBURY
• Chocolates

Cadbury Dairy Milk

Cadbury Celebrations
Bournville
5 Star
Perk
Gems
Toblerone
 CONTINUED…….

• Beverages
Bourn vita
Tang
• Biscuits
Oreo
• Candy
Éclairs
Halls
• Gum
Bubbaloo
 CHOCOLATE INDUSTRY

Market Share

5%
Cadbury
25% Nestle
Others

70%

Rs 2000 crore market growing @ 18-20% p.a

 1948
(Cadbury- 1997 2002
Fry Pvt Ltd)

1967-68 1995 2009

1984 Now what?

1987
 COMPANIES/COMPETITORS
• In the Indian market that Cadbury faces any competition from are Nestle and Amul.
• There are several new and local brands like Candico, Sweet World etc
 CONSUMER TRENDS
• The Mithaai or sweet has been the tradition in India so far.

• Chocolates are now trying to break into that league.

• Consumers are preferring chocolates to Mithaai because of proper packaging, longer shelf
life, mid-range pricing and convenience.
 CONTINUED….
• Consumers have started showing interest in not just milk chocolates but other varieties like
Dark Chocolate etc.
• One of the major challenges that Cadbury Dairy Milk faces is a decline in sales due to new
variants being introduced in the market by other brands which could result in the product
moving from maturity to decline stage.
• Another major challenge comes from a different product category altogether which is the
Indian Sweets or Mithaai.
WHAT IS PLC CURVE?
 GROWTH
• 1998- The next stage of growth for the brand deals with popularizing
consumption in a social context, especially in more traditional settings
like weddings.
• With the campaign ‘Khaanein waallon ko khaanein ka bahana chahiye’
• Cadbury Dairy Milk aimed to substantially increase penetration levels
with the award winning ‘Kuchh khaas hai.. .’campaign.
• The brand penetrated into smaller towns and sales volumes grew by
40%
 MATURITY
• With Bachchan they also launched their new positioning of “Kuch Meetha Ho Jaaye”
bringing in the tradition of celebrating a joyous occasion in India with sweets and now
Cadbury Dairy Milk in particular.

• The “Pehli Tareekh Hai” campaigns talked about the importance of having Dairy
Milk and celebrating on getting your pay on pay-day.

• “Shubh Aarambh” ads that have brought back the old charm of Cadbury Dairy Milk
with its very interesting insight of mixing the traditional with the new age
DECLINE/NEW PRODUCT INTRODUCTION

• 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 it’s created the definitive product.
• Cadbury Dairy Milk(CDM) introduce the sub brand Silk.
 PROMOTION
• ‘Real Taste of Life’ campaign in 1994 - chocolate that awakened the little child in every
grown up
• ‘Khaane Waalon ko khaane ka Bahana Chhayie’ campaign in 1998 made consumption
into a joyful, social occasion
• `Kuch Meetha Ho Jaaye’ campaign in 2004 to increase CDM consumption by making it
synonymous with traditional sweets (Mithai)
• In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the
traditional Indian custom of having something sweet before embarking on something new
• With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’,
our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert)
• revenue growth of 30% annually
DO YOU REMEMBER THIS?
THANK YOU!
Markating Mix Of
• Welcome to the sweat world of cardbary
 Introduction
• Cadbury Dairy Milk is a British brand of milk
chocolate manufactured by Cadbury. It was
introduced in the United Kingdom in 1905 and now
consists of a number of products. Every product in
the Dairy Milk line is made with exclusively milk
chocolate.
 Cadbury in India

• The operations of Cadbury India initiated in 1948. It

has five manufacturing units all over India at Thane
(Maharashtra), Induri (Maharashtra), Malanpur
(Madhya Pradesh), Bangalore (Karnataka) and
Baddi (Himachal Pradesh). It has one cocoa
operations office at Dharapuram (Tamil Nadu)
 History

In 1824, John Cadbury, a Quaker, began selling tea, coffee and

drinking chocolate in Bull Street in Birmingham, England.[7][8]
From 1831 he moved into the production of a variety of cocoa and
drinking chocolates, made in a factory in Bridge Street and sold
mainly to the wealthy because of the high cost of production.[9] In
1847, John Cadbury became a partner with his brother Benjamin and
the company became known as “Cadbury Brothers”.[
Markating Mix
 Product

• Major chocolate brands produced by Cadbury include the bars

Dairy Milk, Crunchie, Double Decker, Caramel, Wispa, Boost,
Picnic, Flake, Curly Wurly, Chomp, and Fudge; chocolate
Buttons; the boxed chocolate brand Milk Tray; and the twist-
wrapped chocolates Heroes which are most popular around
holidays, such as Christmas and Halloween (Cadbury Goo
Heads (similar to Creme Eggs) are released for Halloween).
 Price
The pricing mix of Cadbury is determined by demand, competition,
package size, and target demographic. The cost of the items varies as per
their size. Cadbury has a well-thought-out strategy for reaching out to all
of its target demographics.

• The Dairy milk variety, on the other hand, is the obvious winner among
their varieties. It is accessible in both high and low price ranges,
catering to all demographic
 Place
Cadbury chocolate is made in the English town of Bournville. Cadbury
recently ran an advertising claiming that it exclusively imports the best
cocoa beans from Ghana for its chocolates.

• Both urban and rural regions have access to the items. We’ve seen that
this has aided the company’s growth. The distribution points have made
the items available to a large number of consumers, resulting in a profit
for the firm in terms of both customer base and revenue.
 Promotion
Promotion refers to activities undertaken by the organisation to inform the
market about their products and services. It is the most important factor as it is a
direct relation to sales.

• The company has a keen eye for detail and relies heavily on emotional
advertising campaigns to connect with its target audience, which has been the
key to its success. Campaigns include “Kuch Mettha Ho Jaye,” a slogan that
appears on their celebrations-themed chocolates. The tagline for Bournville
chocolates is “You Earn It.”
THANK YOU