Product Life Cycle of Dairy Milk

Introduction:

• Cadbury chocolates was founded in 1824 by John Cadbury in Birmingham, UK.

• Launched Dairy Milk in 1905 in UK by George Cadbury.

• USP: Unique Milk chocolate that contains more milk with creamy taste.

• In 1964, it was launched in Pakistan.

• Target market: Kids to Adults

• Major competitors – Olpers, Nestle.

Timeline

• 1905 – Cadbury launches Dairy Milk onto the market.

• 1913 – Dairy Milk becomes Cadbury's best selling line.

• Mid 1920s – Dairy Milk becomes UK brand leader.

• 1928 – Fruit & Nut is introduced as a variation of Dairy Milk. The "glass and a

half" advertising slogan is introduced.

• 1933 – Whole-Nut is added to the Dairy Milk family.

• 1948 – Cadbury Dairy Milk is sold in Pakistan.

• 2004 – Dairy Milk is re-launched with the new and modern pack design but with

same recipe.

• 2005 – Cadbury Dairy Milk celebrates its 100th birthday.

Stage 1: Introduction:

• 1905 – Cadbury launches Dairy Milk onto the market.

• Positioned as ‘Unique Milk chocolate with far more milk and creamy taste’.

• In the 1980s, it was positioned as ‘the perfect expression of love’,

• ‘Sometimes Cadbury can say it better than words’.

• During the early 1990s, emphasised its international identity, the ‘Real taste of

chocolate’.

• Re-positioning was done in 1994, to the ‘free-child’ in every adult.

• Stage 2: Growth:

In 1998, growth for the brand dealt with popularising consumption in a social

context.

• Especially in more traditional settings like weddings.

• With the campaign ‘Khaanein waallon ko khaanein ka bahana chahiye’ featuring

Cyrus Broacha, Cadbury Dairy Milk aimed to substantially increase penetration

levels.

• The campaign was launched in tandem with the award winning ‘Kuchh khaas

hai...’campaign.

• The brand penetrated into smaller towns and sales volumes grew by 40%.

Stage 3: Maturity:

• The ‘Worm Controversy’ resulted in Cadbury’s brand image taking a beating.

• Sales declined up to 30%.

• They had to recall a batch of chocolates. Cadbury rebuilt the trust of people by

launching project ‘Yakeen’ in 2004.

• Redesign of Packaging.

• Focus shifted to taking the concept of “Kuch Meetha Ho Jaaye” further in 2004.

• In 2010, “Khushi k Maoqey” 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.

Conclusion:

• Cadbury Dairy Milk has adapted itself to the Pakistani market quite impressively.

• Different Promotional Strategies in different stage.

• With its latest product Dairy Milk Silk, it is holding more than 70% of the market

share in Pakistan.

• Cadbury Dairy Milk has done it all because of the emotional connect it

established with the consumers.

• Its communication has always showcased its values and personality.