Product Life Cycle CADBURYHISTORY Cadbury Chocolates was started

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 at. Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) • 4 sales offices. New Delhi, Mumbai, Kolkata and Chennai

PRODUCTS OF CADBURY • Chocolates. Cadbury 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 @ 18 -20% p. a

1948 (Cadbury. Fry 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 thought of having a CDM as a post dinner meetha (dessert) • revenue growth of 30% annually

DO YOU REMEMBER THIS?

THANK YOU!