1. Product Life Cycle of
Dairy Milk
Pratik Pandey

2. Introduction
• Cadbury chocolates was founded in 1824 by John Cadbury
in Birmingham, UK.
• Launched Dairy Milk in 1905 in UK by George Cadbury.
• USP: Unique Milk chocolate that contains more milk with
creamy taste.
• In 1948, it was launched in India.
• Target market: Kids to Adults
• Major competitors – Amul, Nestle.

3. Timeline
• 1905 – Cadbury launches Dairy Milk onto the market.
• 1913 – Dairy Milk becomes Cadbury's best selling line.
• Mid 1920s – Dairy Milk becomes UK brand leader.
• 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.
• 2004 – Dairy Milk is re-launched with the new and modern
pack design but with same recipe.
• 2005 – Cadbury Dairy Milk celebrates its 100th birthday.

4. Life Cycle
1905 1990 1994 2003 2010 Time
Sales
Introduction
Growth
Maturity
20041998
+40%
-30%
+36%

5. Stage 1: Introduction
• 1905 – Cadbury launches Dairy Milk onto the market.
• Positioned as ‘Unique Milk chocolate with far more milk
and creamy taste’.
• In the 1980s, it was positioned as ‘the perfect expression of
love’,
• ‘Sometimes Cadbury can say it better than words’.
• During the early1990s, emphasised its international identity,
the ‘Real taste of chocolate’.
• Re-positioning was done in 1994, to the ‘free-child’ in every
adult.

6. Stage 2: Growth
• In 1998, growth for the brand dealt with popularising
consumption in a social context.
• Especially in more traditional settings like weddings.
• With the campaign ‘Khaanein waallon ko khaanein ka
bahana chahiye’ featuring Cyrus Broacha, Cadbury Dairy
Milk aimed to substantially increase penetration levels.
• The campaign was launched in tandem with the award
winning ‘Kuchh khaas hai...’campaign.
• The brand penetrated into smaller towns and sales volumes
grew by 40%.

7. Stage 3: Maturity
• The ‘Worm Controversy’ resulted in Cadbury’s brand
image taking a beating.
• Sales declined up to 30%.
• They had to recall a batch of chocolates. Cadbury rebuilt the
trust of people by launching project ‘Vishwas’in 2004.
• Redesign of Packaging.
• Focus shifted to taking the concept of “Kuch Meetha Ho
Jaaye” further in 2004 with Amitabh Bachchan.
• In 2010, “Shubh Aarambh” ads that have brought back the
old charm of Cadbury Dairy Milk with its very interesting
insight of mixing the traditional with the new age.

8. Conclusion
• Cadbury Dairy Milk has adapted itself to the Indian
market quite impressively.
• Different Promotional Strategies in different stage.
• With its latest product Dairy Milk Silk, it is holding
more than 70% of the market share in India.
• Cadbury Dairy Milk has done it all because of the
emotional connect it established with the consumers.
• Its communication has always showcased its values and
personality.

9. Thank You