Stages of Product Life Cycle of Dairy Milk:
=About Dairy Milk-
- Cadbury chocolates was founded in 1824.
- Launched Dairy Milk in 1905 in UK and in 1948 in India
- Target market: Kids to Adults
- Major competitors – Amul, Nestle.
=Timeline
- 1905 – Launches onto the market.
- 1913 – Best selling line.
- Mid 1920s – Becomes UK brand leader.
- 1928 – Fruit & Nut is introduced as a variation of Dairy Milk.
- 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.
- 2005 – Cadbury Dairy Milk celebrates its 100th birthday.
=Stage 1: Introduction
- 1905 – Cadbury launches 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.
=Stage 2: Growth
- In 1998, growth for the brand dealt with popularising consumption in a social context. Especially in more traditional settings like weddings.
- The brand penetrated into smaller towns and sales volumes grew by 40%.
=Stage 3: Maturity
- Sales declined up to 30%.
- They had to recall a batch of chocolates. - Cadbury rebuilt the trust of people by launching new projects.
- Redesign of Packaging.
- Focus shifted to taking the concept in 2004 with Amitabh Bachchan.
- In 2010, 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
- It has adapted itself to the Indian market quite impressively.
- Different Promotional Strategies in different stage.
- With its latest product, it is holding more than 70% in the market of 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.
=Thank You ;)
Shruthy Ajith
8. STAGE
NO. OF
COMPETITORS
MARKET
GROWTH
PROFITS MARKET SIZE
RESEARCH &
DEVELOPMENT
UNKNOWN 0% 0% HIGH
PRODUCT
INTRODUCTION
FEW HIGH 3% HIGH
DEVELOPMENT RAPID GROWTH HIGHEST GROWING HIGH
MATURATION STABLE BALANCED HIGH HIGH
DECLINE NOT YET LESS 50% STABLE
