BRAND

TEAM MEMBERS

CHRONOLOGICAL JOURNEY

• Started by John Cadbury in Birmingham

• Served only high class rich people

1824

• First office in London, UK• Reduction in high import taxes

on cocoa

1854

• Launch of Dairy Milk chocolate bar

• Dairy milk became best selling bar in 1913

1905

CHRONOLOGICAL JOURNEY

• First overseas factory in Tasmania & merger with J.S. Fry & sons.

1919

• Fruit & Nut launched - Dairy Milk line extension.

1928

• Wholenut launched - Dairy Milk line extension.

1933

CHRONOLOGICAL JOURNEY

• Merger with Schweppes to become Cadbury Schweppes

1969

• Acquired Sunkist, Canada Dry, Typhoo Tea.

1969

• Acquired Snapple, Mistic, Stewart’s & Royal Brown.

2000

CHRONOLOGICAL JOURNEY

• Cadbury-Schweppes demerger

2007

• Kraft Foods took over Cadbury

2010

• Cadbury part of Mondelez Inc.

20112012

OTHER FACTS

World War-I :- More than 2,000 of Cadbury's male employees

joined the Armed Forces and to support the war effort, Cadbury

provided clothing, books and chocolate to soldiers.

World War-II :- During World War- II parts of the Bourneville

factory were turned over to war work, producing milling

machines & seats for fighter aircraft. As chocolate was

regarded as an essential food, it was placed under government

supervision for the entire war..

CADBURY INDIA

Cadbury began its operations in India in 1948 by

importing chocolates. It now has manufacturing

facilities in Thane, Pune, Gwalior, Bangalore and

Baddi and sales office in Delhi, Mumbai, Kolkata

and Chennai. With headquarters in Mumbai;

Cadbury has pioneered cocoa cultivation in India.

They have worked over two decades with Kerala

Agricultural University to undertake cocoa

research.

CADBURY : FOOD CATEGORY

Chocolates

Beverages

Biscuits

Candy

Gum

CHOCOLATE PRODUCT LINE

•Cadbury Dairy Milk

•Celebrations

•Bournville

•5 Star

•Perk

•Toblerone

PROMOTIONAL CAMPAIGNS

POSITIONING CADBURY

DAIRY MILK

1994: REAL TASTE OF LIFE

‘Real Taste of Life’ :- Cadbury was popular

among kids but to build a stronger appeal among

older age groups brand re-positioned itself through

this campaign. The campaign positioned Cadbury

Dairy Milk as the chocolate that awakened the little

child in every grown up and very soon, both

teenagers and adults, were hooked on to this bar of

pure magic.

1998: KHAANE WAALON KO KHAANE KA BAHANA

CHAHIYE

With the launch of the Rs. 5 pack in 1998, CDM

became more affordable and hence more accessible

for the masses. The ensuing positioning of ‘Khaane

Waalon ko khaane ka Bahana Chahiye’ made

consumption into a joyful, social occasion.

2004: KUCH MEETHA HO JAAYE

In 2004, the `Kuch Meetha Ho Jaaye’ campaign

was launched, seeking to increase CDM consumption

by making it synonymous with traditional sweets

(Mithai). With Amitabh Bachchan as the face and

voice of the brand, the campaign went on to become

a huge success.

2004: PAPPU PASS HO GAYA

`Pappu Pass Ho Gaya’ commercial featuring Amitabh

Bachchan bagged a Bronze Lion award at the prestigious

Cannes Advertising Festival 2006 for 'Best use of internet

and new media’.

The idea involved a tie up with Reliance Mobile service

which allowed students to check their exam results using

their mobile service & celebrate with Cadbury Dairy Milk

OTHER PROMOTIONAL CAMPAIGNS

With `Miss Palampur’, the country celebrated the

beauty pageant with a difference. The`Kenya’

commercial that was aired in 2008 celebrated the

spirit of cricket and that of true sportsmanship. In

2009, we aired another commercial under the `Kuch

Meetha Ho Jaaye’ platform, called the `Pay Day’

commercial with tagline ‘Khush hai zamana aaj

pehli tareek hai’.

2010: SHUBH AARAMBH

In 2010, ‘Shubh Aarambh’ campaign was

launched, drawing lines from the traditional Indian

custom of having something sweet before embarking

on something new. With `Shubh Aarambh’,

Cadbury took the Dairy Milk journey a step further

into the hearts of its million lovers.

2011 : KHAANE KE BAAD MEETHE MEIN KUCH MEETHA HO JAAYE

This campaign titled “Khane ke baad meethe mein

kuchh meetha ho jaye” proved to be more real in

nature and aimed to encourage people to carry on

their tradition to have a small piece of ‘meetha’ post

dinner in the form of Cadbury Dairy Milk.

This film brings out the pure emotion of romance

in the role of Cadbury Dairy Milk and role of

Cadbury Dairy Milk in the role of romance.

DAIRY MILK SILK CAMPAIGN

The advertising highlights the joy of savoring CDM Silk and

builds on its creamy and smooth experience that instantly

melts in your mouth. This brand promise was beautifully

captured by the tagline `Have You Felt Silk Lately?’

The campaign comprised of three commercials which

showcased different protagonists indulging and savoring

Cadbury Dairy Milk Silk chocolate, with innocence and

unabashed joy, unmindful of their surroundings.

CDM’S LINE EXTENSION

BRAND ELEMENTS

Brand Name

URL

Logo

Symbol

Slogans

Jingle

Packaging

BRAND NAME

George Cadbury Junior, responsible for the

development of the bar, has said "All sorts of names

were suggested: Highland Milk, Jersey and Dairy

Maid. But when a customer’s daughter suggested

Dairy Milk, the name stuck.”.

The name Dairy Milk signifies “Purity” & “High

milk content”.

URL

URL are the links to websites which give

detailed information about the company and its

products :-

www.cadburyindia.com

www.cadbury.co.uk

www.cadbury.co.au

The famous slogan "glass

and a half of full cream

milk in every half pound"

with the picture of milk

pouring into the chocolate

bar, is one of the all-time

greats of British

advertising.

LOGO

The curvy symbol

signifies the smooth

taste of chocolate which

contains pure milk.

Dark blue color further

adds to the elegance

which positions the

brand as a deep assorted

chocolate product.

SYMBOL

SLOGANS

Real taste of India (1994)

Kuch meetha ho jaaye (2004)

Shubh Aarambh (2010)

Khaane ke baad meethe mein kuch meetha ho

jaaye.

JINGLES

Khaane waalon ko khaane ka bahana chahiye

(1998)

Khush hai zamana aaj pehli tareek hai

OLD PACKAGING

For almost 100 years

Cadbury dairy milk

packaging has seen

significant changes but

they stuck to dark blue

color which signifies the

deep assorted flavor of

milk chocolate bar

NEW PACKAGING

NEW PACKAGING

The shiny blue packaging is eye-catchy and

attracts the customers.

With outside blue packaging, chocolate is wrapped

inside vacuum tight golden foil which not only

protects the chocolate from environment but also

gives it a longer shelf life.

The foil is further wrapped around a piece of white

paper.

Bigger family packs are also packed in a thick

paper carton.

IMPACT : COMPANY’S VIEW

Over the years company’s branding strategies have

helped company make a mark among the masses. A

chocolate which was favorite among kids is a brand

which is liked by all age groups now.

Company has gained customer loyalty.

Cadbury has positioned Dairy Milk as a symbol of

happiness, celebration and good luck.

IMPACT : CUSTOMER VIEW

Dairy Milk has changed its image from “just a

chocolate” to a traditional sweet (Mithai).

It still holds the reputation of purity.

With CDM Silk, Cadbury positioned itself as more

smooth & creamy.

Perceived as high quality product.

Token of love, care and affection.

THE END