Cadbury Silkroute

Targeting the Premium segment

 Cadbury Dairy Milk Silk
• A brand priced at Rs 49 for 69 grams and Rs 99
for 160 grams available in Milk chocolate,
Roast Almond and Fruit & Nut variants.
• The company aims to position Silk as
‘smoother, creamier and chunkier.’
• Cadbury has 70 percent market share of the
Rs 2000 crore market in India.
• India’s per capita chocolate consumption is
just 54 gm compared to the UK and US’ 10.5
kg and 10 kg respectively.
• Globally, premium chocolate accounts for
about a quarter of the market in terms of
value, but just 10 per cent of the total volume.
 Think Global and Act Local !!
• Indian retail environment : Dairy Milk contains
more Cocoa-Butter than milk-butter as the
latter melts at higher temperatures.
• Milk-butter offers smoother taste to the
chocolate
 Dairy Milk Silk
• Retail environment : Airconditioners
• Only top 35 cities
• 30,000 outlets.
 Premiumisation…
• Not a novice in the premium category
• Fashionably packaged Rs 75 Cadbury
Bournville Fine Dark chocolate.
• Temptation
 Promotion
• 360 degree campaign : television commercials,
outdoor, print and internet.
• Messy joy of chocolate eating that ends with
the tagline ‘Have you felt Silk lately?’
• Free samples on flights.