Presented By:
Santosh Koppada
Rohit Kumar
Sumit Kumar
Madhumita Ghosh

Early history & its evolution

Initial positioning and subsequent repositioning

Advertising

Sales promotion and segmentation strategy

Analysis of product and generic competition

Strategies adopted to tackle competition

Distribution strategy

Market Research analysis

Inference from the research

Birth of Cadbury

Schweppes merger & de-merger

Acquisition by Kraft Foods

Penetration of CDM in the Indian market

Evolution & transformation of CDM in India

Initial positioning:
 Mainly targeted children

Re-positioning:
 Appeal to people of all age groups
 Initiative to reach all classes with different SKU’s
 Efforts to replace sweets
 “The real taste of life”
 “Khaane wale ko khaane ka bahaana chahiye”
 “Pappu pass ho gaya”
 “Shubbh aarambh”
 “Kuchh meetha ho jaye”

Sales promotion



Major chunk of its budget in Sales Promotion
Leverage local preference of CDM as a substitute
of sweets “Mishti”
Segmentation




Geographic segment
Impulse purchasers segment
Gift segment
Dessert segment
STRENGTHS:
WEAKNESS:
• No.1 chocolate brand in India
• Excellent reach, advertising and
accessibility
• High brand loyalty
• Top of mind
• Limited shelf life
• Scandal a few years back
OPPORTUNITIES:
THREATS:
• Better product packaging and
preservation
• Untapped rural markets
• Other branded and local
chocolate manufacturers
• Sweets and substitutes
PRODUCT
NESTLE
AMUL
CDM
2nd
3rd
1st
Many
Few
Many
Yes
No
Yes
FEATURE
MARKET
POSITION
NO. OF
VARIANTS
GIFT PACKS




Price – Launching of different SKU’s
Product - Betterment of the product in terms of
quality
Promotion – Famous personalities as brand
ambassador & advertisements which targeted the
sentiments of people
Placement – Widespread availability of the product
Factory
Mother
Godown
State
Godown
Distributor
Modern
Trade
Retailers
Direct
Store

Hypotheses :
1. Cadbury Dairy Milk is the favourite chocolate of India
across all age groups
2. Cadbury Dairy Milk is a brand known to one and all
3. Cadbury Dairy Milk has strong distribution network
Q1. Do you consume chocolate?
Response
60
51
50
40
37
30
20
10
10
2
0
Frequently
Occasionally
Rarely
Not at all
Out of a sample of 100, 77 prefer CDM over other
brands of Chocolate
Age group analysis
above 40
31 - 40
21 - 30
Below 20
0
10
20
30
40
50
60
100
90
80
70
60
50
40
30
20
10
0
22
25
52
45
Wrong
77
Right
72
47
CDM
5 star
Perk
54
Munch
Out of 99, 77 people are aware of the commercials for CDM
Out of 99, 77 people are aware of the commercials for CDM
Out of 100, 62 people have never experienced the unavailability
of CDM in any kind of outlets
Out of 100, 66 have rated 5 to CDM on the basis of Taste
Out of 100, 42 people have rated 5 points on price
Out of 100, 61 have rated 5 points to CDM on basis of Quality
Out of 100, 62 people have rated 5 points on packaging of CDM
Out of 100, 77 people feel CDM is widely available

Inference:
1. CDM is the most preferred chocolate across India for all
age groups
2. CDM’s advertisement strategy has been fruitful
3. CDM has a good distribution network