1. Presented by
1. Mehak Sharma
2. Vinayak Shetti
3. Priyanshu Tripathi
4. Namrata Thacker
5. Siddharth Shetye

2. CHOCOLATE INDUSTRY
Market Share
Cadbury
Nestle
Others
Rs 2000 crore market growing @ 18-20%
p.a

3. 1948
(Cadbury- 1997 2002
Fry Pvt
Ltd)
1967- 1995 2009
68
Now
1984 1987 what?

4. Category
Confectionary
Sub-Category
Chocolates
Brand
Cadbury
Model
Dairy Milk/Gems/Perk/5-star

5. WHAT IS PLC CURVE?

7.  Kitkat vs Perk in 1995
 Good quality, moderately priced chocolate
for all age groups and classes which can
be had anywhere anytime
 Wafer chocolate competitively priced.
 450,000 retailers and 2,200 distributors
 “Thodi si pet pooja,kabhi bhi, kahi bhi”, “
Whenever on hunger strike...”
 Flank protection to flagship CDM
 Chota perk, Perk XXL, ulta perk, perk
glucose.

9.  Came to India in 1968
 Targeted primarily at kids
 Variations in flavor, packaging and pricing
 Ads generally targeted at the masti theme
 Tag lines “Mutthi mein zamana”, “Gems Bond
– Non Stop Excitement” and “Raho
Umarless”

11. CADBURY DAIRY MILK (CDM)
 INTRODUCED IN 1984 IN INDIA
 SEGMENTATION
GEOGRAPHIC SEGMENT, IMPULSE, GIFT SEGMENT
 TARGET MARKET
KIDS TO ADULTS
 POSITIONING
CADBURY SYNONYMOUS AS CHOCOLATE FOR KIDS SYNONYMOUS
WITH SWEETS
 COMPETITORS
AMUL, NESTLE, FERRERO ROCHER

12. STRATEGY
Chocolate bar Available in various sizes from 10 gm to premium packs
Competitive pricing starting from Rs.5/-
Manufacturing units - Thane (MH), Pune (MH), Gwalior (MP), Bangalore
(KA), Baddi (HP)
Sales office – All Metros
The media mix for the campaign comprises TV, outdoor, Internet and radio

13. 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)

14. Increased Varied use
use among among
New users
current current
users users
Product Life Cycle Extension