The Sweetest story ever

told….or heard

Kuch Meetha Ho Jaye..!!!!!

 PRESENTED BY:
POONAM NAIK (B - 28)
CHITRASEN SINGH(B - 45)
RAJSHREE CHAUDHARY(B -07)
PARI BAWISKAR(A - 03)
HARSHA TALREJA(B -55)
CHANDRASHEKHAR SINGH (B –
50)
 HISTORY
John Cadbury started the first shop in Birmingham in 1824.
In India Cadbury started its operation in 1948.
Currently five major company - owned manufacturing
facilities.
Leading global confectionary company.
Since 1965,cadbury pioneered the cocoa cultivation in India.
 VISION AND MISSION
"Working together to create brands people love“

Collaborate and work as teams to convert products into brands.

Always follow our values and

principles to achieve the goals be
the best in the market.
COMMITMENT TO THE BRAND
CADBURY – DAIRY
MILK
Bonding >>> 68%

Advantage >>> 84%

Performance >>> 85%

Relevance >>> 89%

Presence >>> 100%

VALUES FOLLOWED BY CADBURY

Performance

Quality

Integrity

Responsibility

Respect
 INDUSTRY TRENDS
The total confectionery market is valued at Rupees 41
billion with a volume turnover of about 223500 tonnes per
annum.

In the Chocolate Confectionery business, Cadbury

has maintained its undisputed leadership over the
years

Cadbury enjoys a value market share of over 70% -

the highest Cadbury brand share in the world!

Our flagship brand Cadbury Dairy Milk is

considered the "gold standard" for chocolates in
India.

CDM registered a sales turnover of Rs. 730 Crore for

the year ended Dec. 2003
SALES GRAPH

900
800
700
600
500
400 Index sales
300
200
100
0
95 99 2003 2007
 THE “WORM” CASE
• Food and Drugs Administration(FDA) prosecuted
Cadbury India in 2003

• Two live larvae found in sample container

• 600,000 Dairy milk pieces were seized from Mumbai

• The authorities yet decided not to shut down the plant or

cancel company’s license.
ADVERTISING
STRATEGIES
The targeted customers of Diary Milk has been
changing from time to time and advertisement to
advertisement.

The ‘Real Taste of Life’ with the girl dancing on the

cricket fields.

The message: ‘Dairy Milk is for enjoyment’

During late 90’s

 Campaign: ‘Khanewalon ko khane ka bahana

chahiye’.

 Target: widening chocolate consumption among the

masses
 More recently

 Campaign: ‘kuch metha ho jaye’.

 Target:
to associate Cadbury with celebratory
occasion.
Campaign: ‘Pappu pass ho gaya’.

Target:encourage those who have pass the

exams to celebrate with Dairy Milk.

Campaign:‘Miss Palampur’
New campaign launched “aaj pehli tarikh hai”

Target: Focusing on the adults.

 Cadbury’s Dairy Milk(CDM)

Brand
Platform CDM uplifts my
spirits like a true
friend

I need a friend who sees me

Insight
through all my emotions

I eat CDM when I am happy, sad

Consumer CDM is always there with me
Speak CDM mere mun mein rahata hai
CDM is almost like an ideal companion
 CONCLUSION

The prospective customers of Cadbury Dairy

Milk have changed from kids to adults-
including every family member to celebrate
any occasion with Dairy Milk.
THANK – YOU