Executive Summary on “CDM”
Submitted by –
Santosh Koppada
Sumit Kumar
Rohit Kumar
Madhumita Ghosh
In 1984 CDM was launched in INDIA. CDM observed the Indian market and found that the other
variants of CDM will also play a key role to increase their market share. This fruitful decision
helped them to grow in INDIAN market. The variants they launched in INDIA are:

Cadbury Dairy Milk Crackle

Cadbury Dairy Milk Fruit and Nut

Cadbury Dairy Milk Roast Almond

Cadbury Dairy Milk Silk

Cadbury Dairy Milk Silk Fruit and Nut

Cadbury Dairy Milk Silk Orange Peel

Cadbury Dairy Milk Silk Roast Almond

Cadbury Dairy Milk Shots
The above variants were launched in different SKU’s which in return fulfilled the desire to have
CDM in all socio economic group of INDIA. In the growing period of CDM they faced a worm
controversy which became a hurdle for them. To overcome that hurdle they approached Mr.
Amitabh Bachchan for endorsement . This helped them to regain the trust of consumers and after
that they never looked back. They also improved the packaging and distribution channel. After 65
years of existence, Cadbury India Ltd has five company- owned manufacturing facilities at Thane,
Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales
offices (New Delhi, Mumbai, Kolkatta and Chennai).
Initially, the brand Cadbury Dairy Milk had a huge fan following among kids. In order to build
stronger appeal among older age groups, the brand re-positioned itself through the classic ‘Real
Taste of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate
that awakened the little child in every grown up and very soon, both teenagers and adults, were
hooked on to this bar of pure magic. To make CDM more popular they came up with the tagline
“Kuch Meetha Ho Jaaye”. This was a huge success for them and the idea behind this was clearly
visible. To target different consumer’s feeling they came up with different taglines like “Pappu
Pass Ho Gaya”, “Miss Palampur”, “Shubh Aarambh”, “Khaane Ke Baad Meethe Mein Kuch
Meetha Ho Jaaye”. Basically all these taglines dragged people to consume CDM on an occasion.
The segmentation of the market for dairy milk is based on three things. The first one being based
geography. Geographically, Dairy Milk bars are segmented by consumer preferences in the area
and are sold more predominantly in regions which consume more snack/junk food.
The other type of segmentation is catering to the impulse purchasers. These types of consumers
form a major chunk of the consumer base that the product caters to. Dairy Milks are often stocked
in convenience stores and the check-out aisles of supermarkets due to impulse purchasers who are
buying the chocolate for purchase and consumption now.
The other segment is the gift segment. Giving away chocolates as gifts is a trend that is fast
catching up in India Cadbury dairy milk wants to cash in on that. The latest segment that Cadbury
dairy milk is catering to is the dessert segment. The tradition of having a dessert after meal is
present in every civilization and this is a huge segment.
The latest drive of dairy milk is to become the national dessert of the country. As far as segmenting
the market on income there are different variants of dairy milk (bournville and silk) targeted
towards the higher class who are ready to pay the premium for extra dark chocolate.
Based on the outcome of the survey, which we have performed on 100 respondents. We conclude
that CDM is a TOM product for all age groups, and is rated best in terms of price, Taste, Quality
and packaging. The survey also proves that the CDM has a very strong distribution network.