Cadbury Dairy Milk has become synonymous with chocolate in India through effective positioning strategies. It has associated itself with emotions, celebrations, and achievements through memorable ad campaigns. By introducing variants, it provides reasons for repeat purchases and caters to anyone and everyone by portraying that every time is a time for Dairy Milk. With widespread availability and affordable pricing, it has become ingrained in Indians' moments of joy and is considered the benchmark for chocolate taste in India.

1. Repositioning Strategies

2. Background
• Cadbury founded almost 200 years ago, is
a British multinational confectionery company
owned by Mondelēz International.
• Worldwide, Cadbury employs 60,000 people
in over 200 countries.
• Cadbury India began its operations in 1948 by
importing chocolates and then re-packing
them before distribution in the Indian market.

3. Chocolate Industry in India
• Value : Rs. 10,000 crore in FY 2014.
• CAGR of 15% over the last 3 years.
• Estimated Value: Rs. 25,000 crore in FY 2019.
• Growth drivers:
a. Increasing disposable income
b. Changing lifestyle
c. Rising trend of gifting chocolates instead of traditional Indian sweets.
d. Surge in the sale of Dark Chocolates.

4. Cadbury’s Market Share
•Cadbury India has a market share of 56% and Dairy Milk is the most favoured chocolate
in India with a 30% Market share
•Cadbury Dairy Milk was regarded as the “Gold standard”
56%
17%
5%
1%
1%
20%
Market Share in FY 2014
Cadbury India
Nestle India
Ferrero India
Amul India
Mars
Others
Statista.com
Euromonitor
International

5. articles.economictimes

6. The Worm Controversy

7. October 2003
• “Festival of lights,” Diwali, was approaching
• Fresh stocks of chocolate bars were being shipped out to
650,000 outlets across all of India
• Worms reported in Cadbury Dairy Milk chocolate bars in
Mumbai
• Media started their questioning
• FDA seized chocolate stocks, sent them for sampling, and was
investigating Cadbury.

8. The Crisis
Snowballs
• The media continued
its onslaught
• In 3 weeks, there were
close to 1,000 adverse
newspaper articles
and about 120 TV clips
in ten languages.
• The infestation
incident became the
subject of SMS jokes
and warnings,
cartoons and TV
tickers.
• The heat of negative
publicity melted
Cadbury’s sales by 30
per cent, at a time
when it sees a festive
spike of 15 per cent.

9. Figures post crisis
•For the year ended December 2003, its net profit fell 37% to
Rs 45.6 crore as compared with a 21% increase in the previous
year.
•The company saw its market share melt from 73% in October
2003 to 69.4% in January 2004. In May, however, it inched up
to 71 per cent.
•CDM sales volume contribution declined from 68% in
October to 64% in January 2004. It edged back to 65.9% in
May 2004.
Source: http://www.business-
standard.com/article/companies/cadbury-recovers-
from-worm-shock-104070301003_1.html

10. Three key
messages
• Infestation
was a storage
problem
• It was safe to
eat Cadbury
chocolates
• Exercise
same care in
purchasing a
chocolate as
buying any
food item.
Internal
Response
• Consumer
first
• Truth always
• Dare greatly,
act quickly
Consumers
• Loyalists
• Fence-sitters
• Pseudo-
rejectors
• Rabid
rejectors
Response Of Cadbury

11. Packaging
• Cadbury introduced “purity-sealed” packaging in
January 2004
• Three-layer packaging

12. Brand Ambassador
AMITABH BACHCHAN
Chosen because he
embodied the values of
Cadbury as a brand and
connected with all of
India: mothers, teenagers,
children, media persons
and business partners.

13. PROJECT VISHWAS
(“PROJECT TRUST”)
“Facts about Cadbury,”
released in 55
publications in 11
languages
RETAIL
MONITORING
implementation of a
retail monitoring and
education program to
address storage
problems

14. Journey of Cadbury Dairy Milk

15. Chocolates in India
Chocolates were perceived as:
 Unhealthy
 Impure
 Unaffordable
 Only for Kids

16. Advent of Cadbury Dairy Milk
Then came a chocolate that altered the entire mind-set
of the people and won hearts of souls and masses to
the extent that now it alone holds 30.6% value share of
the entire Indian chocolate market –
‘Cadbury Daily Milk’

17. Perceptual Mapping

18. Asli Swad Zindagi Ka
Message Delivered:
No particular situation or moment to enjoy with
Cadbury Dairy milk.
Target Group:
For people of all ages, helps bringing out the child in
them

19. Khane walon ko khane ka bahana chahiye
Message Delivered:
There is no occasion for eating chocolates, every time is
a Cadbury Time
Target Group:
Anyone and everyone, no reason is required for
Cadbury Dairy Milk consumption

20. Aaj khush hoon main khwamakhaah
Message Delivered:
Big achievements are not required for happiness but
simple things in life can also bring a smile to people's
faces
Target Group:
No age limit as people all across different age groups
are portrayed in the ad

21. Kuch meetha ho jaye
Message Delivered:
Even small events in life deserve to be celebrated and a
bar of Dairy Milk signifies love
Target Group: All people who care for each other and
like to celebrate the small events of life

22. Pappu Pass Ho Gaya
Message Delivered:
Cadbury Dairy Milk associated itself with celebration
and success even in the small things of life like a
student passing in his / her exams
Target Group: People who like to celebrate success in
life, this ad attracted a lot of attention from the
students

23. Miss Palampur
Message Delivered:
Chocolate is not only something people in the urban
areas enjoy, people in the rural areas also enjoy
celebrating successes with a chocolate
Target Group: Majorly the rural population, a 5 Rs. Bar
of Dairy Milk was introduced post this ad

24. Aaj Pehli Tarikh Hai
Message Delivered:
A thing as usual a Salary Day also deserves to be
celebrated
Target Group: This ad focused primarily on service class
people for whom this day is of immense importance

25. Shubh Aarambh
Message Delivered:
It is known that Indians are very superstitious and
generally known to eat curd which is considered as a
good way to start something new. Dairy Milk started to
portray that anything new can be started with a Dairy
Milk for an auspicious beginning.
Target Group: All people who believe in good
beginnings and luck

26. Survey Analysis
Total Respondents – 110
Age Group No. of Respondents
18-25 83
26-35 14
36-45 4
46-60 9
Total 110
Gender No. of Respondents
Male 65
Female 45
Total 110

27. • 29% of the respondents said Dairy Milk comes to their mind when they hear
“Purple & White”
• 76% of the respondents said Cadbury Dairy Milk comes to their mind when they
hear the word “Chocolate”
• 62% of the respondents said that their favorite chocolate is Dairy Milk
• 66% of the respondents said that they are a loyal customer of Cadbury Dairy Milk.
• 52 (47% of the respondents said that they love dark chocolate and 39 respondents
said that they would love a Bournville over Dairy Milk.
• 73 (66% of the respondents knew that the brand Ambassador of Dairy Milk is Mr.
Amitabh Bachchan.

28. 63%
18%
15%
4%
Reasons for having a Dairy Milk
I can eat it anytime &
anywhere
When I am happy and
want to celebrate
success
When I am hungry
and want some dose
of energy
When I am sad and
want to divert my
mind
3% 1%
18%
78%
Perception about Chocolate
Chocolate makes you
live longer
Chocolate makes you
slim
Chocolates as an
energy booster
Chocolates make you
feel happy

29. 21%
25%
20%
12%
22%
Most liked variant of Cadbury Dairy
Milk
Crackles
Fruit & Nut
I love the plain one!
Roast Almond
Silk
2%
77%
17%
4%
Reasons for eating Cadbury Dairy Milk
I love the packaging
I love the taste
It is easily available
It is not at all
expensive

30. 21%
16%
35%
28%
Reasons for purchasing a Dairy Milk
As a Sweet Dish
As a gift during
festivals
For self-
consumption as a
snack
To give it as a gift to
your
friend/girlfriend/boy
friend/husband/wife
25%
45%
25%
5%
Reasons that helped Cadbury build a
good brand image?
Quality
Taste
Unique
Advertisements
Well known Brand
Ambassador

31. 50%
17%
33%
Would you switch to a different
chocolate if Cadbury raises the price
of Dairy Milk by 100%? (Eg: From Rs.
10 to Rs. 20)?
Maybe
Never. I am in love
with Dairy Milk
Yes. I am not that
crazy for it.
46%
11%
4%
39%
How often in a month do you eat
Dairy Milk After hearing “kuch
meetha ho jaye”?
2-5 times
5-10 times
More than 10 times
Never

32. Summary
• Cadbury today is synonyms with chocolate just like Maggi with
noodles and Bisleri with mineral water.
• People love Dairy Milk for its taste and according to them, it’s the
taste that has created the brand image of Cadbury Dairy Milk.
• Most of them recall the brand ambassador of CDM but don’t feel it
has contributed much to its brand image.
• People have now started using Dairy Milk for gifting purpose too
apart from consuming it as a normal sweet.
• There is a new liking towards dark chocolates and a considerable
amount of people prefer dark chocolate over the normal one due to
health reasons and taste.

33. Differentiating Factor
The USP of the brand is:
 Ultimate Purity
 Irresistible Taste
 Unmatchable quality
 Moment of pure magic and happiness

34. Positioning
Dairy Milk has placed itself at the pinnacle of Brand
Value pyramid by associating itself with:
 Emotions
 Culture
 Traditions
 Achievements
 Celebrations
 Occasions

35. Brand Persona & Brand Essence
Brand Persona
 Lively
 Energetic
 Bubbly
 Sparkling
Brand Essence
 Pure happiness in every
moment
 It is not just a
chocolate, it is an
ultimate experience of
pleasure

36. Conclusion
Dairy Milk has now become an expression of:
 Joy
 Emotions
 Indulgence
 Shared good feelings
 Spontaneity

37. • Dairy Milk has now become a part of every Indian’s
moments of happiness and celebration to the extent
that it defines the chocolate taste of Indian
consumers.
• The word chocolate resonates with Dairy Milk in
India.
Conclusion

38. Through it’s splendid positioning strategies and
memorable ad campaigns Dairy Milk perfectly catered
to it’s Target Market which is “Anyone and Everyone”
because every time is a Cadbury time
Conclusion

39. Dairy Milk introduced delicious variants giving
consumers an exciting reason to keep coming back into
the fun filled world of Cadbury
Conclusion

40. • Brand Penetration became so extensive that people
started believing that no one needs a reason to eat
Dairy Milk.
• Dairy Milk encapsulates an enormous breadth of
emotions from shared values of Family Togetherness,
Liveliness, Reliability and Fun to personal values of
Individual Enjoyment and Indulgence which is also
it’s Brand Personality.
Conclusion

41. Dairy Milk : Spreading Happiness since 1905