MARKETING MANAGEMENT- CASE STUDY

ON
JOURNEY OF CADBURY

SUBMITTED BY- SUBMITTED TO-

MD JEESHAN MS. KAVITA MAM
PGDM 2 B
ABS/PGDM/19/081
Journey of Cadbury’s as a confectionary brand in India.

Solution-

Cadbury Dairy Milk is a 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. In 2014, Dairy Milk was ranked
the best-selling chocolate bar in the UK. It is manufactured and distributed by the Hershey
Company in the US under license from Cadbury.
In June 1905 in Birmingham, England, Cadbury made its first Dairy Milk bar, with a higher
proportion of milk than previous chocolate bars, and it became the company's best-selling
product by 1914. George Cadbury Junior, responsible for the development of the bar, has
said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a
customer’s daughter suggested Dairy Milk, the name stuck. Fruit and Nut was introduced as
part of the Dairy Milk line in 1926, soon followed by Whole Nut in 1930. By this point,
Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the
"glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk
content.
In September 2012, Cadbury made the decision to change the shape of the bar chunks to a
more circular shape in order to reduce the weight. The bar had not seen such a significant
change in shape since 1905.
Since 2007 Cadbury had a trademark in the United Kingdom for the distinctive purple colour
(Pantone 2865C) of its chocolate bar wrappers, originally introduced in 1914 as a tribute
to Queen Victoria. In October 2013, however, an appeal by Nestlé succeeded in overturning
that court ruling.
In July 2018, Cadbury announced it would launch a new Dairy Milk version with 30% less
sugar. The chief nutritionist of Public Health England, Dr Alison Tedstone, said she was
"pleased that Mondelez is the latest … name" to offer "healthier" products.

Cadbury’s Dairy Milk (CDM) has an amazing journey in India, and is an excellent case study
in how a brand can become a success story, gaining extensive market shares (it is close to
70% right now with all extensions, 30% alone) and become almost a generic name for
chocolates in India. Let us follow this journey and see what things Cadbury must have done
right to achieve the kind of success it has.

Phase 1:
This add firmly established an awareness for CDM in the country. It brought together
cricket, youth and a simple but catchy music in a fine blend. But that is not the most
important aspect of the advertisement.
The most important aspect was the projected audience of the add, the TG being targeted.
The TG was No Longer limited to kids. It was about every age group of life, from kids to
adults. This ad brought in adults into the ambit of TG for the product. The campaign
positioned Cadbury to be seen associated with the ‘special quality’ that all of us possess and
are particularly proud of (kuch khaas hai ham sabhi mein)
Cadbury efforts were focussed on expanding the market pie simultaneously with its
share in it.

Phase 2:
Cadbury wanted to increase the number of occasions for chocolate consumption. They
realized that CDM might be an impulse buy, but it was not an impulse consumption. When
the impulse buy to impulse consumption transition takes place, the frequency as well as
quantity of purchase goes up.
Hence, they did the simplest thing that can be done to do so. They gave the users more
reasons to eat chocolates through the advertisement.

Phase 3:
Chocolate consumption is always seen as an act of indulgence and self-pampering by the
individual. Hence, Cadbury hit upon the idea of associating CDM with happiness. A range of
spaced apart advertisements, such as the ones shown below talk about connecting CDM to
happiness, and that too not in the form of major achievements, but as the simple things in
life that brings a smile to one’s face.
This was followed up by positioning CDM as the means to celebrate happiness in both small
and big things in life. The foundation was laid about CDM being the celebration mode, using
the famous ‘pappu paas ho gaya‘campaign with Amitabh Bacchan. This was the first
connect to CDM being usable as ‘sweets’ (it was presented as substitute to sweets, but the
subtlety of the same was well handled).
 
 Phase 4:
They have now recently started going full-fledged about CDM as a sweet-substitute. Cashing
in on occasions of sweet consumption, such as beginning new endeavour(shubh aarambh)
CDM has put itself as a possible replacement for sweet (and a delightful one at that). The
campaign sticks to the original backdrop of simple things in life that bring a smile to face.
This has been the amazing journey of CDM in India, a journey defining success by the very
book – expanding market size as well as the market share. Hope to see the brand carrying
on the legacy it has already developed.
CDM provided the different variety of product according to time like festival time provide
different products etc.