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Dinesh G. MhatreEMB III, Roll No.

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Cadbury Dairy Milk
Cadbury Dairy Milk has been the market leader in the
chocolate category for years. And hasparticipated and been
a part of every Indian's moments of happiness, joy and
celebration. Today,Cadbury Dairy Milk alone holds 30% value
share of the Indian chocolate market.
In the early 90's, chocolates were seen as 'meant for kids',
usually a reward or a bribe for children. In the Mid 90's the
category was re-defined by the very popular `Real Taste of
Life' campaign, shiftingthe focus from `just for kids' to the
`kid in all of us'. It appealed to the child in every adult.
AndCadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good feelings
he 'Real Taste of Life' campaign had many memorable
executions, which people still fondly remember.However, the
one with the "girl dancing on the cricket field" has remained
etched in everyone'smemory, as the most spontaneous &
un-inhibited expression of happiness.
In the late 90's, to further expand the category, the focus
shifted towards widening chocolateconsumption amongst
the masses, through the 'Khanewalon Ko Khane Ka Bahana
Chahiye' campaign.This campaign built social acceptance for
chocolate consumption amongst adults, by
showcasingcollective and shared moments.
More recently, the 'Kuch Meetha Ho Jaaye' campaign
associated Cadbury Dairy Milk with celebratoryoccasions and
the phrase "Pappu Pass Ho Gaya" became part of street
language. It has been adoptedby consumers and today is
used extensively to express joy in a moment of achievement
/ success.
Chocolate lovers for a quarter of a century have indulged
their taste buds with a Cadbury 5 Star. Aleading knight in the
Cadbury portfolio and the second largest after Cadbury Dairy
Milk with a marketshare of 14%, Cadbury 5 Star moves from
strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard
outside with soft caramel nougat inside,Cadbury 5 Star has
re-invented itself over the years to keep satisfying the
consumers taste for a highquality & different chocolate
eating experience.
One of the key properties that Cadbury 5 Star was
associated with was its classic Gold colour. Andthrough the
passage of time, this was one property that both, the brand
and the consumer stuck to asa valuable association.
Cadbury 5 Star was always unique because of its format and
any communication highlighting thisuniqueness, went down
well with the audiences. From 'deliciously rich, you'd hate to
share it' in the70's, to the 'lingering taste of togetherness' &
'Soft and Chewy 5 Star' in the late 80's, thecommunication
always paid homage to the product format.
More recently, to give consumers another reason to come
into the Cadbury 5 Star fold, Cadbury 5 StarCrunchy was
launched. The same delicious Cadbury 5 Star was now
available with a dash of rice crispies.
Cadbury 5 Star & Cadbury 5 Star Crunchy now aim to
continue the upward trend. This different and
delightfully tasty chocolate is well poised to rule the market
as an extremely successful brand.
A pretty teenager; a long line, and hunger! Rings a bell? That
was how Cadbury launched its new
offering; Cadbury Perk in 1996. With its light chocolate and
wafer construct, Cadbury Perk targeted
the casual snacking space that was dominated primarily by
chips & wafers. With a catchy jingle and
tongue in cheek advertising, this 'anytime, anywhere' snack
zoomed right into the hearts of
teenagers.
Raageshwari started the trend of advertising that featured
mischievous, bubbly teenagers getting outof their 'stuck and
hungry' situations by having a Cadbury Perk. Cadbury Perk
became the new minisnack in town and its proposition
"Thodi si pet pooja" went on to define its role in the
category.
As the years progressed, so did the messaging, which
changed with changes in the consumers' way oflife. To
compliment Cadbury Perk's values, the bubbly and vivacious
Preity Zinta became the new faceof Perk with the 'hunger
strike' commercial in the mid 90's.
I n the new millennium, Cadbury Perk moved beyond just
owning 'hunger' to a "Kabhi bhi kaise bhi"
position, because the urge for Cadbury Perk could strike
anytime and anywhere.
With the rise of more value-for-money brands in the wafer
chocolate segment, Cadbury Perk unveiled
two new offerings - Perk XL and XXL.
The temptation to have more of Cadbury Perk was made
even greater with the launch of Cadbury Perk
Minis in 2003 for just Rs. 2/-
In 2004, with an added dose of 'Real Cadbury Dairy Milk' and
an 'improved wafer', Perk became evenmore irresistible. The
product was supported in the market with a new look and a
new campaign. Theadvertisement spoke of the irresistible
aspect of the brand, with 'Baaki sab Bhoola de' becoming
thenew mantra for Cadbury PerK
Cadbury Celebrations was aimed at replacing traditional
gifting options like Mithai and dry- fruits
during festive seasons.
Cadbury Celebrations is available in several assortments: An
assortment of chocolates like 5 Star,Perk, Gems, Dairy Milk
and Nutties and rich dry fruits enrobed in Cadbury dairy milk
chocolate in 5variants, Almond magic, raisin magic, cashew
magic, nut butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection
which is a festive offering is an exotic range
of chocolate covered dry fruits and nuts in various flavours
and the premium dark chocolate range
which is exotic dark chocolate in luscious flavours
Cadbury Celebrations has become a popular brand on
occasions such as Diwali, Rakhi, Dussera puja.It is also a
major success as a corporate gifting brand. The
communication is based on the emotionalroute and the tag
line says "rishte pakne do" which fits with the brand purpose
of strengthening yourrelationships with something sweet.
Ever see people hide away their chocolate since they don’t
want to share it! If you have, then its likely
to be a bar of Cadbury Temptations! Cadbury Temptations is
a range of delicious premium chocolate
in five flavours.
Research revealed a niche segment of “ chocoholics” - those
exposed to international chocolates andthose who love a
variety of chocolates but possibly find the price of
international chocolates too high.Cadbury Temptations is a
range targeted at this segment of discerning chocolate
lovers.
The Cadbury Temptations range is available in 5 delicious
flavour variants - Roast Almond Coffee,Honey Apricot, Mint
Crunch, Black Forest and Old Jamaica. With its international
quality chocolateTemptations soon became a popular brand
for "chocoholics".
The advertising positioned Cadbury Temptations as a
chocolate range so delicious that it was "too good to share
In India, Cadbury Dairy Milk Eclairs has been the most
preferred brand in the Eclairs category for
years and has always been a favourite with consumers.
Eclairs advertising over the years has talked about the
mesmerizing taste of Eclairs because of theCadbury Dairy
Milk chocolate it contains at its center. The 'Kar De Dil Pe
Jadoo' campaign illustratedthis in a youthful college context.
The Eclairs Crunch variant has also had an encouraging
responsefrom both teens and pre-teens. Currently, the
chewy and the crunchy variants are both enjoyed bythe
Eclair consume.

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