In 1991 Cadburys brothers merged with J S Fry & Sons of Bristol whose product range complimented that of Cadbury.

Brand ElementsColors: In India and across the world, the chocolate is wrapped in purple and gold packaging.

Insignia: The “Glass and half of fresh liquid milk” is the most recognizable graphic associated with Dairy Milk Brand.

Finally this stand for the brand promise that Cadbury always stand for quality product through pure and healthy ingredients.

Logo: The logo comes at the top of the package followed by the dairy milk text in bold vintage usually on a white stripe.

Packaging: the colors and insignia discussed above, now comes in a tamper proof pack.

But now it has swirls representing “milk goodness” cues.

Brand PositioningIn mid 90’s it was positioned the one not only for kids but also for adults.

The release of “real taste of life” campaign shifting the focus from ‘ just for kids’ to the ‘kid in all of us’

The company mainly targets young people by showing this romantic advertisement.

The strategy to target adults was taken forward with help of brand new positioning.

“Kuch Meetha ho Jaye” as Indians focus tremendously on occasions and sweets.

This thinking was success and continues to be theme across all the campaigns.

Real Taste Of Life Campaign

In mid 90’s category redefined from meant for kids to real taste of life.

Became the expression of shared good feelings.

The girl dancing on cricket field which became most spontaneous expression of happiness.

Was awarded the campaign of the century.

Khanewalo Ko Khane Ka

Bahana ChahiyeBuild the social acceptance for chocolate consumption among adults by showcasing the collective and shared moments.

Controversy:It paid more attention in packaging and paid more attention to the way its chocolates were stored by nearly 650,000 retailers across the country.

Vishwas

After a month the company launched Project Vishwas, a retail education program under which 19000, retailers in key states were covered.

Was for generating awareness in improved storage facility.

Pappu Pass Ho Gaya

Targeted the celebratory occasions.

This street language phrase was to help kids as well as younger people.

Bitter moments gone and there is a sweeter future.

Dairy Milk SilkPremium offering under Cadbury Dairy Milk Brand.

Position: smoother, creamier, and chunkier.

Product Attributes Specially cater to Indian customers craving for smoother, creamier chocolates.

Aim was molten chocolate is extremely tasty.

Shubh Aarambh Campaign

Symbol of enjoyment and celebrations.

Indians share sweets on auspicious occasions.

Writing exam or starting a new company.

Hit upon the big idea perfectly.

Distribution Strategy

Today, Cadbury Dairy Milk alone holds 30% value share of chocolate market 50% of molded chocolate segment.

Need for efficiency in logistics & distribution in Urban areas

The two main types of benefits given by Cadbury Dairy Milk are supply and quality

Pricing Strategy

Since Dairy Milk is positioned towards a very large audience from ages 4 – 50 years.

Prices range from Rs.5 to a Maximum of Rs.20 in different sizes.

Competitor AnalysisNestle India

Brand portfolio- Kit kat, Munch, Milky bar, Bar one, ClassicNotable marketing campaign – Rani mukherjee is the brand ambassador for Munch

AmulBrand portfolio- Fundoo, Bindaaz, Amul Chocolates, Almond Bar, Chocozoo Notable Marketing Campaign – “Nuts about you” & Amul Chocolates for someone you love.

Points of Difference

Goodwill/ emotional connect with Indian consumersAlmost generic name in the Indian chocolate segmentCampaigns are directed at kids as much as at adultsExcellent distribution system, in India specifically2 layer packaging

Points of Parity

Good quality product

Chocolate manufacturing legacy

Variants such as dark chocolate, fruit and nut etc.

Constant innovation in marketing campaigns

Brand Exploratory

CBBE Pyramid

All age groups, celebrations,

special occasions,

history

Very High Awareness:

High Brand Loyalty, high no. of repeat purchases

High quality packaging, reasonably priced

Well trusted brand, good gifting option

Supreme taste and quality

PEST Analysis

POLITICAL

The Weights and Measures Act which makes it compulsory for the product to have on the labelling of the package a roundabout weight of the final product

Regional factors can come from just environmental acts, where their factories are built and whether it is built on an environmentally stable area.

Financial support from government

PEST Analysis

ECONOMIC

Due to inflation, prices will go up for raw materials and production but customers won’t want prices to increase in the final product.

If the company is situated in a low unemployment level area then it would be harder to find people willing to work the areas of Cadburys Company

PEST Analysis

SOCIAL

Birth rate and the life expectancy inc. :larger demand on confectionary for the elderly and middle aged consumers rather than the younger populationdec.: greater demand for confectionary within the younger population

People on dietFashion and taste changes people’s minds Advertisements and promotions

PEST Analysis

TECHNOLOGICAL

Quicker and more efficient :Production lines have been swopped for machines

Communication: Marketing through word of mouth has now changed to advertising in magazines, newspapers, bill boards, television and even the internet.

Segmentation

A traditionally mass product: has manufacturing facilities and sales offices located pan India in all the 4 zones.

Impulse Segment: (Khaanewalon ko khaane ka bahana chahiye)

Gift Segment: Purchased to gift someone (occasion based)

Targeting

The prospective customers of Cadburys’ Dairy Milk have changed from Kids to Adults – including every family member to celebrate any occasion with Dairy Milk.

Positioning

Positioned nationwide as the perfect expression of love – family, friends, etc.

Positioned as a spontaneous brand that is carefree, for special as well as real moments in life.

Be a part of the consumers regular consumption at any given point in time to include as many occasions as possible.

Marketing Mix

Cadburys has still consistently emerged as one of the top 5 most trusted brands in the Brand Equity completion hosted by ET

Marketing MixPRODUCT

Cadbury Dairy Milk has several variants - Fruit & Nut, Crackle, Roast Almond, Cadbury Dairy Milk Desserts, Silk, Cadbury Chunky, Cadbury Dairy Milk Wowie and Cadbury Dairy Milk 2 in 1. It comes in various sizes and targets children, adults and the elderly as well.BENEFITS:

COCOA: reduces blood pressure helping to improve heart health.Contains many vitamins including B1, B2, and E as well as minerals.Caffeine: may increase alertness and mental performance.Produce feelings of pleasure.

Innovate to cater to the calorie conscious & energy/ health bar segment for the Indian market

Marketing MixPLACE

CDMs are sold directly to wholesalers and Retailers over a distribution network that encompasses over 2100 distributors and 450,000 retailers

Distribution system and continues focusing on grocery stores, supermarkets, pan wallahs and canteens of schools and colleges

Attractive displays at the payment counter induces impulse buying.

In store visibility and easy access, especially to entice children.

Marketing MixPRICE

Dairy Milk has always had different SKUs at different price points.

Cadburys’ Dairy Milk Silk is a premium offering and hence is priced at that level (a niche audience) but in order to increase the consumption of the brand Silk in the future, the pricing of the chocolate could be brought down from a Rs.60 to Rs. 35-42 (range)

Marketing MixPROMOTION

Campaigns comprise of TV, Outdoor, Internet & Radio with more concentrated focus on television advertising with the use of emotional appeals

CDM has successfully transitioned from being a kid’s chocolate brand to a mass consumer product. Then came the various occasions like Kuch Meetha ho Jaaye, Pappu Pass ho Gaya, Miss Palampur, Pay Day and Shubh Aarambh.

SWOT Analysis

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