The growth of Candbury Company. The Introduction of Candbary Company in Market. The peak stage of Candbary Company. The Decline of candbary Company

1. Product Life Cycle of Dairy Milk
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 1964, it was launched in Pakistan.
• Target market: Kids to Adults
• Major competitors – Olpers, Nestle.
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 Pakistan.
• 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.

2. 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 early 1990s, emphasised its international identity, the ‘Real taste of
chocolate’.
• Re-positioning was done in 1994, to the ‘free-child’ in every adult.
• 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.

3. • The brand penetrated into smaller towns and sales volumes grew by 40%.
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 ‘Yakeen’ in 2004.
• Redesign of Packaging.
• Focus shifted to taking the concept of “Kuch Meetha Ho Jaaye” further in 2004.
• In 2010, “Khushi k Maoqey” 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.
Conclusion:
• Cadbury Dairy Milk has adapted itself to the Pakistani 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 Pakistan.
• 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.