You are on page 1of 11

A Case Study on Cadbury Dairy Milk In India


Chirag Punani Bhavya Arora

Perk. Bubbaloo. Celebrations. 5 Star. Beverages. Halls.Cadbury India Cadbury India Ltd. is a part of Mondelēz International. . Gum and Candy. Bournville. Cadbury India operates in five categories – Chocolate confectionery. Éclairs. Biscuits. In the Chocolate Confectionery business. Our core purpose "make today delicious" captures the spirit of what we are trying to achieve as a business. Tang and Oreo. Some of the key brands are Cadbury Dairy Milk. Cadbury has maintained its undisputed leadership over the years. Bournvita. Gems.

they were given as gifts on occasions such as a child coming of age and at religious ceremonies.  Throughout its history. jade and ceremonial feathers.  .HISTORY OF CHOCLATE The origins of chocolate can be traced back to the ancient Maya and Aztec Civilization in Central America. chocolate has been a much sought after food. who first enjoyed 'chocolat' a much-prized spicy drink made from roasted cocoa beans.  Because cocoa beans were valuable. whether as cocoa or drinking chocolate beverage or confectionery treat. Merchants often traded cocoa beans for other commodities such as cloth.


 .  Cadbury Dairy Milk (CDM) entered the Indian market in 1948. and since then for consumers across India. the word Cadbury has become synonymous with chocolate.About Cadbury Dairy Milk Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury. It was introduced in the United Kingdom in 1905 and now consists of a number of products. CDM remains at the top of the Indian chocolate market not only because of its most delicious. best tasting chocolate but also because of its memorable communication. except in the United States where it is made by The Hershey Company. Every product in the Dairy Milk line is made with exclusively milk chocolate.

In 1928. to advertise the bar's higher milk content. But when a customer’s daughter suggested Dairy Milk. Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar. The bar had not seen such a significant change in shape since 1905. responsible for the development of the bar. with a higher proportion of milk than previous chocolate bars. Jersey and Dairy Maid. Cadbury's was the brand leader in the United Kingdom. By this point. Cadbury made the decision to change the shape of the bar chunks to a more circular shape to keep the bar current. the name stuck. Fruit and Nut was introduced as part of the Dairy Milk line in 1928. and it became the company's best selling product by 1913.  .“. has said "All sorts of names were suggested: Highland Milk. soon followed by Whole Nut in 1933. George Cadbury Junior.History of Dairy Milk In June 1905. Cadbury made its first Dairy Milk bar.  In September 2012.

Production  Many of the newer Dairy Milk varieties are now manufactured in the Republic of Ireland. Dairy Milk itself is also manufactured in France and these products are sold in the UK.S.  . Cadbury Dairy Milk was reformulated in 2006 and again in 2009. There has been some outcry over the reduction in block size while the price stayed the same. In August 2009. Aficionados complain that the product no longer tastes as good and has lost its creamy texture. Several reformulated versions are sold in the United States as the U. although Cadbury states that the wholesale cost per gram should be the same and the retailers may not have adjusted their prices. with the addition of palm oil as a replacement for some cocoa butter. Food and Drug Administration does not allow products that replace cocoa butter with vegetable fat to be called chocolate. Cadbury announced it would return to a Cocoa Butter only formula due to a poor response from consumers. This occurred in conjunction with a weight reduction of the standard block from 250g to 200g. France and Poland. In Australia.

Products of Dairy Milk .

Therefore. even at its lowest price point.DAIRY MILK SHOTS  With a large section of Indians still choosing traditional sweets (Mithai) over chocolates. An innovative format of sugar coated chocolate made to withstand the rural temperature fluctuations. Also. in an effort to upgrade the Candy and Mithai eating consumers to chocolate. Cadbury chocolate was still inaccessible to majority of the rural population. an offering was required that would seed chocolate consumption amongst non-users and help increase consumption frequency amongst fringe chocolate users.  . the attempt was to introduce the product to consumers as the perfect value-for-money accompaniment for their small celebratory occasions. 2 for 2 pieces. Cadbury launched CDM Shots in 2008. Positioned as ‘chocolate laddoo’ and priced at Rs.

Its dome shaped cubes pack more chocolate and hence provide a superior eat experience.Cadbury Dairy Milk Silk Cadbury Dairy Milk has captured the heart of Indian consumers for over six decades. smoother. Most CDM lovers thought that nothing could taste better. but CDM Silk came as a welcome surprise! It is creamier. but there was room for a more premium entrant in the category.  .  Launched in January 2010. And enter CDM Silk. and tastier. CDM Silk delivered an exquisite chocolate eating experience in the Indian market. with a tantalizing taste that tempts the taste buds.