Dairy Milk Silk

Pragna.S.PPGP30384

2

Parent Company

Parent Company- Mondelez International

$35 billion company

Brands marketed In 165

countries

110,000 employeesworldwide

9 billion dollarbrands

3

Brand: Cadbury Dairy Milk

Cadbury Dairy Milk is a milk chocolate bar made with fresh liquid milk. It quickly became the market leader in the UK after it was launched in the early 1900s. 

Dairy Milk bars are now enjoyed in 33 countries and available in more than 23 varieties, like Fruit & Nut, WholeNut, Snack, Caramello and Breakaway. 

5

Extension: Cadbury Dairy Milk SilkSilk is a premium chocolate offering launched as a sub brand of Cadbury Dairy Milk in 2010 with 3 variants – Milk Chocolate, Fruit & Nut and Roast Almond.

Silk stands for the best tasting chocolate with its appeal lying in its softness, smoothness and easier melt in the mouth

6

Contribution of the category

Product Category- Chocolate

Operating Segment Category Contribution

Latin America 3.1% Asia Pacific 4.5%

EEMEA 3.1%

Europe 15.8%

North America 0.9%

7

This category contributes to 27.4% of Mondelez’s revenue, right after

the biscuit category which contributes to 33.6% of their

revenue

8

Chocolate Category Growth

2011 2012 2013 201425.6

25.8

26

26.2

26.4

26.6

26.8

27

27.2

27.4

27.6

Chart Title

Contribution

From the graph it is clearly

seen that that the chocolate

category has been growing

since the past 4 years

9

Market Performance of Dairy Milk Silk

The chocolate category in India has a market of 2,000 crores

Cadbury accounted for 55.5% of the total chocolate sales in India during 2014. Dairy Milk is the flagship brand of Cadbury

Cadbury Silk has a market share of 7.5% of the total chocolate market and 52% of the total premium market in India (according to Nielsen figures for 2012) 

10

11

4 P’s of Cadbury Dairy Milk Silk

•Promotion-The media mix for any

Silk ad comprises of TV, radio, print, OOH and Internet.The ads are

high on emotional content

•Place-The company has five company owned manufacturing

capacities.

•Price-Dairy Milk silk is priced a little higher than its

competitors as it falls in the premium

chocolate category

•Product-Made from real dark

chocolate. The design of the

chocolate is the same throughout the

world

The amount of milk content is the highest as

compared to other competitors. The

components that are used in making the chocolate are sugar, cocoa butter, vegetable fats, cocoa mass and emulsifiers.

The same price is followed all

across the country. Dairy

Milk is available in the price

range of 2 to 600 and in

various sizes.The promotions are

made to increase brand loyalty and to encourage repeat purchases. Apart

from the mass media Silk is made a visible

brand in  the market by encouraging free samples through

competitions .

The distribution structure is such

that it is sold directly to the

retailers and the whole sellers.

Cadbury’s distribution

network used to encompass 2100 whole sellers and 450,000 retailers

12

Positioning of Cadbury Silk

Cadbury Dairy Milk Silk has been about moments-moments when the chocolate is enjoyed, moments which are like silk.

It has been positioned as “silk to touch and taste” with chocolate smeared faces in the advertisements.

13

Silk Advertisements

https://www.youtube.com/watch?v=sryPvL8019w

https://youtu.be/le8p9bD8z68

https://youtu.be/_CrbO82pb10

14

Credits!!

http://www.mondelezinternational.com/investors/investing-in-us/annual-reports

http://www.mondelezinternational.com/brand-family

http://www.portal.euromonitor.com/portal/analysis/tab

http://articles.economictimes.indiatimes.com/2013-03-13/news/37683995_1_premium-chocolate-brand-market-experts

https://www.youtube.com/watch?v=Avez0XmOkNY

https://www.youtube.com/watch?v=K0PsYfEyvJY

https://www.youtube.com/watch?v=ALaqqMY2m0k

15

Thank You!!