WELCOME TO THE DELICIOUS WORLD OF CADBURY DAIRYMILK

CADBURY FACTS

Intoduction to cadbury

Founded by john cadbury in 1824.

Entered India in 1948.

Merger with Schweppes in 1969 and demerger in 2008

Acquisition by kraft foods in 2010

Kraft splits into 2 companies in October 2012

Cadbury- a subsidiary of Mondelez international.

DAIRYMILK Launched dairymilk in 1905 in England.

Introduced in 1984 in India

Brand identity- glass and half full logo

Extending its line by adding different Ingredients e.g haselnuts, almonds, cashewnuts

Sub brand-dairymilk silk and its variants

Product variety-23 varieties

MARKETING CONCEPT

Production concept

-Widely available

-Inexpensive

E.g dairymilk

Product concept

-Good quality

- innovative features

-Improvisation

E.g dairymilk silk

1) Segmentation:-- Gift segment- Dessert segment

2) Target audience:--All age groups. -Prospective customers - range from 5 to 60 years of age.

3) Positioning:-As an alternative to traditional Indian sweets and desserts.

PRICE

Low costing for basic product

From Rs 5 to Rs 20

Moderate price of variants- priced between Rs 35 to RS 60

Premium segment (premium pricing stratey)

—Cadbury Dairy Milk Silk, a brand priced at Rs 60 for 60

grams Rs 150 for 160 grams available in Milk chocolate,

Roast Almond and Fruit & Nut variants.

PROMOTION

ASLI SWAAD

ZINDAGI KA

SHUBH

ARAMBH

PAPPU PASS

HO GAYA

DIL JO KEH

RAHA HAI

SUNO

KUCH MEETHA

HO JAYEIN

PLACE:-

Presence

- Available in 33 countries

- India among Cadbury's top 12 global markets

Distribution network in India

- Four sales offices

- 2500 distributors

- 5,50,000 retailers

- Non retail chains

MARKET SCENARIO

Market leader with 67% market share in chocolate Industry with 30% contribution by Dairymilk.

Cadbury

67%

Nestle

21%

Ferrero

6%

Others

6%

MARKET SHARE

CASE STUDYTHE BATTLE OF WORMS-OCTOBER 2003

1) Dairymilk bars infested with worms.

2)Effects-Negative publicity

sales volume came down in 12 weeks.

3) Maharashtra FDA went on to then seize the chocolate stock

4) Cadbury’s statement-Infestation was not possible at the

manufacturing stage. It was storage linked problem.

5) Damage control by correcting its manufacturing and

storage processes under a PR campaign.

• Challenge to win back consumer confidence

• Launched project vishwas• Undertook advertising campaign featuring brand ambassador Mr. Amitabh

Bachchan ensuring safety and quality.

• The recovery.