A

Project

Report On

Cadbury Dairy Milk Silk

In partial fulfilment of the

requirement for

Program: : MBA
Semester : II

Academic Term : January to June 2022

Subject : Marketing Management

SUBMITTED BY:

Enrollment No. Name of the Student

21044311100 Saini Prabhleen Kaur
21044311114 Tanmay Kalal

SUBMITTED TO:

Under the guidance of:

Mehul Yogi Sir
Professor, VMPIM,
Ganpat University
 Table of Content

SR.NO Particular

1 About Cadbury

2 Timeline

3 Product Line

4 Product Differentiation

5 Brand Analysis of Dairy Milk Silk

6 Different variants of Cadbury Dairy Milk Silk Chocolates

7 AD Campaigns of Cadbury
1
INTRODUCTION:-

Cadbury is a British multinational dessert organization possessed by Mondelēz International.

Established in Birmingham, England in 1824, by John Cadbury sold tea, coffee and drinking
chocolate. Cadbury’s developed the business along with Benjamin, his brother and followed
by his sons George and Richard. Dairy Milk chocolate, launched in 1905, used a greater
proportion of milk within the recipe compared with competitors’ products. By 1914, the
chocolate was the firms’ best-selling product. In October 2013, however, an appeal by Nestlé
succeeded in overturning that court ruling.

Cadbury has always tried to keep a strong association with milk, with slogans such as “a glass
and a half of full cream milk in every half pound” and advertisements that feature a glass of
milk pouring out and forming the bar. In 2004, Cadbury started a series of television
advertisements in the United Kingdom and Ireland featuring a human and an animal
(representing the human’s happiness) debating whether to eat one of a range of included bars.

In 2014, Dairy Milk was ranked the best-selling chocolate bar in the UK. The "milk" part of
the chocolate comes from Ryan Ross.

Mission:
Cadbury’s mission statement is: “Cadbury means quality; this is our promise. Our reputation
is built upon quality; our commitment to continuous improvement will ensure that our promise
is delivered.”

Vision:
Cadbury’s vision statement is “Working together to create brands people love”.

The premium expansion to Cadbury Dairy Milk chocolates, as a major aspect of its
#SayItWithSilk battle.

The brand encouraged fans to commend this current Valentine’s day in an exceptional manner
with the goal that it ends up being an essential one.

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Cadbury India, one of the largest chocolate manufacturers of the country, has launched
Cadbury Dairy Milk Silk, a new variant under its Dairy Milk (CDM) brand.

With this new variant the company aims to position Silk as smoother, creamier and chunkier.
Cadbury India has gone all out to promote the new variant and has rolled out a TV-led 360
degree campaign including outdoor, print and Internet.

Cadbury’s newest offering, CDM Silk has been specially formulated to cater to the Indian
consumers craving for smoother, creamier and finer chocolates available internationally.

The India chocolate market reached a value of US$ 1.9 Billion in 2020 with th e country
currently representing one of the world’s fastest growing markets for chocolates.

3
TIMELINE:-

• 1904 - A new recipe is perfected by George Cadbury for milk chocolate.

• 1905 - Cadbury launches Dairy Milk onto the market – a new milk chocolate that
contains far more milk than anything previously tasted and with a unique creamy taste.
• 1913- Dairy Milk becomes Cadbury’s best-selling line.
• Mid 1920s - Dairy Milk becomes UK brand leader – a position it still enjoys today.
• 1928- Fruit & Nut is introduced as a variation of Dairy Milk. The “glass and a half”
advertising slogan is introduced.
• 1933 – Whole Nut is added to the Dairy Milk family.
• 1948 - Cadbury Dairy Milk is sold in India
• 1998- Dairy Milk is re-launched with the new and modern pack design, but its recipe
and unique taste are still very similar to the original recipe.
• 2005 - Cadbury Dairy Milk celebrates its 100th birthday.

PRODUCT LINE:-

Dairy Milk Silk

4
CADBURY’S PACKAGING:

Iconic Packaging: The Start

Cadbury began making milk chocolate bars in the late 1890s, packing them in decorated boxes
for sale. After some experimentation, they developed a chocolate bar with a higher proportion
of milk than previous candy bars. Seeing the opportunity to set this chocolate apart from all
others, the name Dairy Milk was born.
Dairy Milk began its life sold in large unwrapped blocks that could be broken down into penny
bars. As demand for easier-to-handle candy grew, a continental-style parcel wrap consisting of
a pale mauve background with red script became its go-to packaging design.

Iconic Packaging: Chocolate Ascending

With its popularity beginning to soar, Dairy Milk moved to using a purple and gold wrapper—
the same style that would stick with the brand permanently. As its line began to expand, Fruit
and Nut joined the Dairy Milk family in 1925, with Whole Nut following soon after in 1933.

5
Due to their enormous success, unsurprisingly, Cadbury quickly became the brand leader in
the United Kingdom.

With their recipe perfected, Cadbury knew they had a good thing going. Leaving the chocolate
unchanged, they focused on improving and updating their Dairy Milk packaging to reflect the
changing times. Moving from just a paper wrapper in the 20s, they introduced a layer of silver
foil in the 30s, eventually graduating through the 60s and 70s to a layer of eye-catching gold
foil.

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Iconic Packaging: The Present Day

Dairy Milk bars changed to a full-colour plastic wrapper in 2009 to ensure freshness, the first
radical change in its packaging style in decades—though it still kept a paper wrapper style in
some of its packaging styles. This was followed in 2012 by a re-shaping of the bar chunks into
more circular shapes to reduce the bar weight—this was even more significant, as the bar hadn’t
seen a major change in shape since its introduction back in 1905.
Finally, in 2013, Cadbury began a personalization option for its Dairy Milk bars. Here’s how
we’d like to think The Packaging Company edition would look:

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 PRODUCT DIFFERENTIATION:-

Cadbury Dairy Milk Silk is a smoother and silkier variation of the standard Dairy Milk
chocolate.

Cadbury prefers to refer to it as brand renovation.

Silk, as it has been positioned, has the ability to stand on its own today, owing to the extremely
different product experience it provides in consumption. It comes in a variety of flavors,
including Silk Bubbly and Silk Oreo.

BRAND ANALYSIS OF DAIRY MILK SILK

Parent
Cadbury
Company

Category Chocolates

Sector Food & Beverages

Tagline/
How far will you go for love ; Scoop into chocolate heaven
Slogan

USP Biggest global brand name in the world of chocolates

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Different variants of Cadbury Dairy Milk Silk Chocolates:-

➢ Cadbury Dairy Milk Silk Fruit & Nut

A rich and creamy blend of Cadbury silk with the real goodness of cashews, raisins and apricots
embedded in the bar gives you Cadbury dairy milk silk fruit & nut. As the smooth chocolate
softens on your tongue, the fruits and nuts present in every piece give it a crunchy yet lush feel.

Available in:

• Cadbury Dairy Milk Silk Fruit & Nut, 137g- Pack of 3 – Price Rs. 575
• Cadbury Dairy Milk Silk Fruit & Nut, 55g - Pack of 6 – Price Rs. 420

➢ Cadbury Dairy Milk Silk Plain

The Cadbury dairy milk silk plain offers the most premium taste of classic Cadbury with the
perfect mix of creamy and rich milk with silky chocolate. You can enjoy the lush and dense
bar of Cadbury without any other ingredient overpowering the original flavour.

Available in:

• Cadbury Dairy Milk Silk Plain, 150g - Pack of 3– Price Rs. 550
• Cadbury Dairy Milk Silk Plain, 60g - Pack of 6 – Price Rs. 420

➢ Cadbury Dairy Milk Silk Bubbly

With a unique shape and a twist of bubbles, Cadbury dairy milk silk bubbly is a bar of milkier
and sweeter silk chocolate. The creamy milk and bubbly texture of Cadbury chocolate have an
airier density allowing you to take bigger bites of the delicious bar.

Available in:

• Cadbury Dairy Milk Silk Bubbly, 50g - Pack of 6 – Price Rs. 480

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 ➢ Cadbury Dairy Milk Silk Oreo

Cadbury dairy milk silk oreo has a filling of the most loved biscuit cookie, Oreo, wrapped in a
delectable combination of rich and velvety Cadbury silk. The Oreo creme biscuit has a blend
of soft white cream with crunchy chocolate biscuits giving the Cadbury dairy milk silk oreo a
crispy yet smooth texture. The rich chocolate stuffed with creamy Oreos explodes in your
mouth in a burst of flavour.

Available in:

• Cadbury Dairy Milk Silk Oreo, 130g - Pack of 3 – Price Rs. 575
• Cadbury Dairy Milk Silk Oreo, 60g - Pack of 6 – Price Rs. 480

➢ Cadbury Dairy Milk Silk Roast Almond

Cadbury dairy milk silk roast almond comes with crisp roasted almond nuts embedded in
luscious and smooth chocolate, making every bite a velvety and crunchy delight. You can relish
the goodness of almonds in our scrumptious Cadbury silk chocolate bar.

Available in:

• Cadbury Dairy Milk Silk Roast Almond, 58g - Pack of 6 – Price Rs. 420

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 Cadbury dairy milk silk also offers the personalized gift hampers for our
loved ones. Like personalized birthday gift box, personalized heart and roses
pack, personalized love tray hamper, etc.

11
AD Campaigns of Cadbury:-

O&M was the advertising agency who has runs the campaigns of all products of Cadbury Dairy
milk silk. Some of them are mentioned below:

➢ #HowFarWillYouGoForLove

This ad shows a young girl stepping out on a sunny street. However as she walks, she notices
she’s in shade. When she looks up, she notices a boy presumably her boyfriend on the terrace
holding the umbrella and walking parallel with her while jumping from one terrace to another
to protect her from the sun. He even shares his Silk bar with her which she grabs and relishes.

12
 ➢ #ScoopIntoChocolateHeaven

The promotion film portrays a youthful couple out on the town. The hero uncovers a bar of the
new Cadbury Dairy Milk Silk Mousse and opens up it with an enchantment stunt. The couple
is seen scooping into the chocolate bar and being so immersed in it that they don’t understand
when they finish it.

➢ #HowFarWillYouGoToMakeThemBlush

This video shows a young boy, scanning a newspaper and reading the secret message from his
lover, that makes him blush.

By scanning any Cadbury Dairy Milk Silk hoarding, print advertisement etc. with the special
AR filter, the receiver will be able to see the secret message come alive on the Ad.

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YEAR CONTEXT Punch Line

2020 Covid 19, social distancing How far will you go for love?

2021 Taste Scoop into chocolate heaven

Heart Blush offers a one-of-its

2022 Valentines’ day kind decadent experience to melt
someone’s heart and create that
first blush.

Learning Objectives:-
1. Impact of digital resources on marketing of dairy milk.
2. Key trends of Dairy milk Silk- Internet advertising, Viral marketing, Search
marketing.
3. Dairy Milk Silk differentiate their products from competitors by giving smoother and
silkier variation to their customers.
4. Understanding issues and implementation of solutions.
5. Major advertising methods used by Dairy milk.