Presentation by –

M Deepu
Gowtham GR
 Introduction

Cadbury Dairy Milk is a brand of milk chocolate manufactured by Cadbury. It

was introduced in the United Kingdom in 1905 and now consists of a number
of products. Every product in the Dairy Milk line is made with exclusively 
milk chocolate. In 2014, Dairy Milk was ranked the best-selling chocolate bar in
the UK.It is manufactured and distributed by the Hershey Company in the US
under license from Cadbury.
Journey of Cadbury’s Dairy Milk
1800–1900
• In 1824, John Cadbury, began selling tea, coffee and drinking chocolate in
Bull Street in Birmingham, England.
•  From 1831 he moved into the production of a variety of cocoa and drinking
chocolates, made in a factory in Bridge Street.
• By 1866, the business moved their focus from tea and coffee to
chocolate, and by increasing the quality of their products
• They starting marketing their products by posters on walls which
was famous during 1800’s and were successful reaching people.
• n 1897, following the lead of Swiss companies, Cadbury introduced its own
line of milk chocolate bars.[15] In 1899 Cadbury became a private limited Co.
 1900–1969
• In 1905, Cadbury launched its Dairy Milk bar, a production of exceptional
quality with a higher proportion of milk than previous chocolate bars.
Developed by George Cadbury Jr, it was the first time a British company had
been able to mass-produce milk chocolate. From the beginning, it had the
distinctive purple wrapper. It was a great sales success, and became the
company's best selling product by 1914.
• Once it became an instant hit Cadbury wholly focused on Dairy Milk and
produced n number of varieties. By 1936, Dairy Milk accounted for 60
j percent of the UK milk chocolate
market.
 1969–2007

• Cadbury merged with drinks company Schweppes to form Cadbury

Schweppes in 1969.
• After they merged with Schweppes, Cadbury not only focused on Dairy Milk
but other varieties such as nutrition drinks, various chocolates etc., but by
Dairy milk remained their top product which gave them huge profits so they
had to focus mainly on Dairy Milk.
• Cadbury later demerged during 2007.
 Existence of Dairy Milk
• In June 1905 in Birmingham, England, Cadbury made its first Dairy Milk bar, with a
higher proportion of milk than previous chocolate bars, and it became the
company's best-selling product by 1914.  Fruit and Nut was introduced as part of the
Dairy Milk line in 1926, soon followed by Whole Nut in 1930. By this point, Cadbury's
was the brand leader in the United Kingdom. In September 2012, Cadbury made the
decision to change the shape of the bar chunks to a more circular shape in order to
reduce the weight. The bar had not seen such a significant change in shape since
1905.
• Since 2007 Cadbury had a trademark in the United Kingdom for the distinctive
purple color of its chocolate bar wrappers, originally introduced in 1914 as a tribute
to Queen Victoria.
Problems faced by DAIRY MILK
• Faced a worm scandal, where worms were found in the chocolate bars and
had face the consequences.
• In confectionery segment faced threats from companies like AMUL, Nestle
etc.
• Operates worldwide government policies are different for different
countries.
• Countries like India sweets were given priority compared to chocolates and
hence company had to market that it can be a substitute for sweets during
festivals or special occasions.
 STP
Segmentation Positioning
Demographic Segmentation Youth see as synonym
Behavioral Segmentation for chocolate.
It is for special
movements
Targeting

Mass Targeting
Targets all age
group of people