Cadbury India Limited (CIL), a part of the Cadbury Schweppes Group, is India’s leading confectionary

manufacturer. Cadbury’s Dairy Milk, 5 Star, Eclairs, Perk and Gems are the largest selling brands in their
segments. CIL is estimated to have a 65 percent share of the Indian chocolate market.
The Indian chocolate market is estimated to be worth
Rs. 3.2 billion, with an annual growth rate of 10 percent. Per Capita Consumption levels are very low in India, as
compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for growth.
In this analysis, we examine some of the interesting aspects of Cadbury’s advertising strategy.

The Advertising Message

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children
would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since
the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people over 18 years of age.
The message that CIL seems to be attempting to put across is this: “In every adult, there is a child - let that
child express itself, give in to temptation, and satisfy his or her desire to sink teeth into a smooth, creamy,
delicious chocolate”. This approach appears to be unique to Cadbury’s. CIL’s biggest competitor, Nestle, often
stresses the energy giving aspects of chocolate (for example, in advertising for Nestle Charge), or on other
attributes of the chocolate - taste in the case of Nestle Crunch, as a light snack in the case of Nestle Bar One.
Nestle specifically targets children in the advertising for Milkybar, its white chocolate, again emphasizing its
energy giving properties.

To counter Milkybar, CIL has the Dairy Treat - where it targets the mothers of children by trying to convey the
message that its product is full of the goodness of milk, and so equivalent to consuming milk itself.

Message Execution

Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’ - launched in the 90’s attempts to capture the
child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl
in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.
Cadbury’s Perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride who
nibbles at a Perk under her ‘pallu’. Cadbury’s Dairy Treat conveys its message through the mother who refuses
chocolates and other treats to her son, till Dairy Treat comes along and quickly changes her opinion about
chocolates.
Catchy lines such as ‘The Real Taste of Life’, ‘Khane Walo Ko Khane Ka Bahana Chahiye’, or ‘Reach for the
Stars’, are also used extensively, and to good effect in Cadbury’s advertisements.

Advertising Media

Television, the print media and posters have been the main media of communication for Cadbury’s
advertisements. However, with their understanding of the peculiarities of the Indian market, CIL has also
explored many new ways of getting their message across to the consumers.
Sheet Metal Dispensers: This purple salesperson for Cadbury’s is found in almost every shop stocking their
chocolates. Since it is placed on the cash counter, it’s design offers visibility, ease of vending, and protection
from the elements. It is also placed in the most appropriate position to cater to the impulse buyers. This ‘first’
from CIL has become so popular that is now the standard design for all chocolate manufacturers.
Visicoolers: Visibility for chocolates drops in the summer, as they disappear into the refrigerator. In high
throughput outlets, the visicooler serves the need for cooling while still maintaining the visibility of the product.
Jars: These are provided to small outlets, where they are prominently displayed.

Vending machines: These high visibility machines are provided at busy locations.
Presence in Amusement Parks: Cadbury’s also maintains a presence in many amusement parks across the
country, strengthening the association of its chocolates with ‘fun’ occasions.

Conclusion
Cadbury’s strategy to attract consumers is somewhat unique in a sense, instead of focusing on the product, it
seeks to tap into emotions normally associated with chocolates. They have also adapted their strategies to the
unique demands of the Indian retail sector. The strategy has clearly proved successful, as they have been able
to build and maintain a leadership position in the market with many loyal customers.
Advertisement