Product Life Cycle
CADBURY-HISTORY
• Cadbury Chocolates was started in Birmingham in 1824 by John Cadbury.
• Cadbury Dairy Milk came up with the mix of milk and chocolate tray which is
pretty much how the product still is.
• No drastic change in the recipe of the product but the packaging and the
representation and prominence of the ‘glass and half of milk’ logo has
changed over a period of time.
CADBURY INDIA-INTRODUCTION
• Began its operations in 1948 by importing chocolates and then re-packing
them before distribution in the Indian market.
• Cadbury has five company-owned manufacturing facilities atThane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi
(Himachal Pradesh)
• 4 sales officesNew Delhi, Mumbai, Kolkata and Chennai
PRODUCTS OF CADBURY
• ChocolatesCadbury Dairy Milk
Cadbury Celebrations
Bournville
5 Star
Perk
Gems
Toblerone
CONTINUED…….
• Beverages
Bourn vita
Tang
• Biscuits
Oreo
• Candy
Éclairs
Halls
• Gum
Bubbaloo
CHOCOLATE INDUSTRY
Market Share
5%
25%
Cadbury
Nestle
Others
70%
Rs 2000 crore market growing @ 1820% p.a
1948
(CadburyFry Pvt
Ltd)
1997
2002
196768
1995
2009
1987
Now
what?
1984
COMPANIES/COMPETITORS
• In the Indian market that Cadbury faces any competition from are Nestle
and Amul.
• There are several new and local brands like Candico, Sweet World etc
CONSUMER TRENDS
• The Mithaai or sweet has been the tradition in India so far.
• Chocolates are now trying to break into that league.
• Consumers are preferring chocolates to Mithaai because of proper
packaging, longer shelf life, mid-range pricing and convenience.
CONTINUED….
• Consumers have started showing interest in not just milk chocolates but other
varieties like Dark Chocolate etc.
• One of the major challenges that Cadbury Dairy Milk faces is a decline in
sales due to new variants being introduced in the market by other brands
which could result in the product moving from maturity to decline stage.
• Another major challenge comes from a different product category
altogether which is the Indian Sweets or Mithaai.
WHAT IS PLC CURVE?
GROWTH
• 1998- The next stage of growth for the brand deals with
popularizing consumption in a social context, especially in
more traditional settings like weddings.
• With the campaign ‘Khaanein waallon ko khaanein ka
bahana chahiye’
• Cadbury Dairy Milk aimed to substantially increase
penetration levels with the award winning ‘Kuchh khaas
hai.. .’campaign.
• The brand penetrated into smaller towns and sales volumes
grew by 40%
MATURITY
• With Bachchan they also launched their new positioning of “Kuch
Meetha Ho Jaaye” bringing in the tradition of celebrating a joyous
occasion in India with sweets and now Cadbury Dairy Milk in particular.
• The “Pehli Tareekh Hai” campaigns talked about the importance of
having Dairy Milk and celebrating on getting your pay on pay-day.
• “Shubh Aarambh” 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
DECLINE / NEW PRODUCT
INTRODUCTION
• Many marketing experts would agree that the best time to reinvent for a
brand is when the going is still good.
• No brand can afford to assume it’s created the definitive product.
• Cadbury Dairy Milk(CDM) introduce the sub brand Silk.
PROMOTION
• ‘Real Taste of Life’ campaign in 1994 - chocolate that awakened the little
child in every grown up
• ‘Khaane Waalon ko khaane ka Bahana Chhayie’ campaign in 1998
made consumption into a joyful, social occasion
• `Kuch Meetha Ho Jaaye’ campaign in 2004 to increase CDM consumption
by making it synonymous with traditional sweets (Mithai)
• In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing
lines from the traditional Indian custom of having something sweet before
embarking on something new
• With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha
Ho Jaaye’, our aim is to introduce the thought of having a CDM as a post
dinner meetha (dessert)
• revenue growth of 30% annually
DO YOU REMEMBER THIS?
THANK YOU!