BRAND

TEAM MEMBERS

C H RO N O L O G I C A L J O U R N E Y

1824

Started by John Cadbury in Birmingham Served only high class rich people

1854
1905

First office in London, UK Reduction in high import taxes on cocoa

Launch of Dairy Milk chocolate bar Dairy milk became best selling bar in 1913

C H RO N O L O G I C A L J O U R N E Y

1919

First overseas factory in Tasmania & merger with J.S. Fry & sons.

1928
1933

Fruit & Nut launched - Dairy Milk line extension.

Wholenut launched - Dairy Milk line extension.

C H RO N O L O G I C A L J O U R N E Y

1969

Merger with Schweppes to become Cadbury Schweppes Acquired Sunkist, Canada Dry, Typhoo Tea. Acquired Snapple, Mistic, Stewarts & Royal Brown.

1969
2000

C H RO N O L O G I C A L J O U R N E Y

2007 2010
2011 2012

Cadbury-Schweppes demerger Kraft Foods took over Cadbury

Cadbury part of Mondelez Inc.

OT H E R FA C T S
World War-I :- More than 2,000 of Cadbury's male employees joined the Armed Forces and to support the war effort, Cadbury provided clothing, books and chocolate to soldiers. World War-II :- During World War- II parts of the Bourneville factory were turned over to war work, producing milling machines & seats for fighter aircraft. As chocolate was regarded as an essential food, it was placed

under government supervision for the entire war..

C A D BU RY I N D I A
Cadbury began its operations in India in 1948 by importing chocolates. It now has manufacturing facilities in Thane, Pune, Gwalior, Bangalore and Baddi and sales office in Delhi, Mumbai, Kolkata and Chennai. With headquarters in Mumbai; Cadbury has pioneered cocoa cultivation in India. They have worked over two decades with Kerala Agricultural University to undertake cocoa

research.

C A D BU RY : F O O D C A T E G O RY
Chocolates Beverages Biscuits Candy

Gum

C H O C O L A T E P RO D U C T L I N E
Cadbury Dairy Milk
Celebrations Bournville 5 Star

Perk
Toblerone

POSITIONING CADBURY DAIRY MILK

P RO M OT I O NA L C A M PA I G N S

1 9 9 4 : R E A L TA S T E O F L I F E
Real Taste of Life :- Cadbury was popular among kids but to build a stronger appeal among older age groups brand re-positioned itself through this campaign. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic.

1998: KHAANE WAALON KO KHAANE KA BAHANA CHAHIYE

With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of Khaane Waalon ko khaane ka Bahana Chahiye made consumption into a joyful, social occasion.

2004: KUCH MEETHA HO JAAYE

In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success.

2 0 0 4 : PA P P U PA S S H O G A Y A
`Pappu Pass Ho Gaya commercial featuring Amitabh Bachchan bagged a Bronze Lion award at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media. The idea involved a tie up with Reliance Mobile service which allowed students to check their exam results using their mobile service & celebrate with Cadbury Dairy Milk

O T H E R P R O M O T I O N A L C A M PA I G N S
With `Miss Palampur, the country celebrated the beauty pageant with a difference. The`Kenya commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye platform, called the `Pay Day commercial with tagline Khush hai

zamana aaj pehli tareek hai.

2010: SHUBH AARAMBH

In 2010, Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.

2011: KHAANE KE BAAD MEETHE MEIN KUCH MEETHA HO JAAYE

This campaign titled Khane ke baad meethe mein kuchh meetha ho jaye proved to be more real in nature and aimed to encourage people to carry on their tradition to have a small piece of meetha post dinner in the form of Cadbury Dairy Milk. This film brings out the pure emotion of romance in the role of Cadbury Dairy Milk and role of Cadbury Dairy Milk in the role of

romance.

DA I RY M I L K S I L K C A M PA I G N
The advertising highlights the joy of savoring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline `Have You Felt

Silk Lately?
The campaign comprised of three commercials which showcased different protagonists indulging and savoring Cadbury Dairy Milk Silk chocolate, with innocence and unabashed joy, unmindful of their surroundings.

CDMS LINE EXTENSION

BRAND ELEMENTS
Brand Name URL Logo Symbol Slogans Jingle Packaging

B R A N D NA M E
George Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customers daughter suggested Dairy Milk, the name stuck.. The name Dairy Milk signifies Purity & High milk content.

URL
URL are the links to websites which give detailed information about the company and its products : www.cadburyindia.com www.cadbury.co.uk www.cadbury.co.au

LOGO
The famous slogan "glass and a half of full cream milk in every half pound" with the

picture of milk pouring into the

chocolate bar, is one of the alltime greats of British advertising.

SYMBOL
The curvy symbol signifies the smooth taste of chocolate which contains pure milk. Dark blue color further adds to the elegance which positions the brand as a deep assorted

chocolate product.

SLOGANS
Real taste of India (1994) Kuch meetha ho jaaye (2004) Shubh Aarambh (2010) Khaane ke baad meethe mein kuch meetha ho jaaye.

JINGLES
Khaane waalon ko khaane ka bahana chahiye (1998) Khush hai zamana aaj pehli tareek hai

O L D PA C K A G I N G

N E W PA C K A G I N G
For almost 100 years Cadbury dairy milk packaging has seen significant changes but they stuck to dark blue color which signifies the deep assorted flavor of milk chocolate bar

N E W PA C K A G I N G
Shiny blue packaging is eye-catchy Immediate consumer recognition of the brand Chocolate wrapped inside vacuum tight golden foil protecting the chocolate from environment and giving longer shelf life. The foil is further wrapped around a piece of white paper.

I M PA C T : C O M PA N Y S V I E W
Use of catchy jingles Packaging has helped increase the shelf life of chocolates. Company has gained customer loyalty. Positioned as a symbol of happiness, celebration and good luck thereby boosting sales. Campaigns helped increase the target market. URLs have helped save time and money.

I M PA C T : C U S TO M E R V I E W
Dairy Milk has changed its image from just a chocolate to a traditional sweet (Mithai). It still holds the reputation of purity. With CDM Silk, Cadbury positioned itself as more smooth & creamy. Perceived as high quality product. Token of love, care and affection.

THE END