product life cycle. cadbury chocolates was started in birmingham in 1824 by john cadbury. cadbury...
TRANSCRIPT
Product Life Cycle
CADBURY-HISTORY
• Cadbury Chocolates was started in Birmingham in 1824 by John Cadbury.
• Cadbury Dairy Milk came up with the mix of milk and chocolate tray which is pretty much how the product still is.
• No drastic change in the recipe of the product but the packaging and the representation and prominence of the ‘glass and half of milk’ logo has changed over a period of time.
CADBURY INDIA-INTRODUCTION
• Began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market.
• Cadbury has five company-owned manufacturing facilities at-
Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh)
• 4 sales offices-
New Delhi, Mumbai, Kolkata and Chennai
PRODUCTS OF CADBURY
• Chocolates-
Cadbury Dairy Milk
Cadbury Celebrations
Bournville
5 Star
Perk
Gems
Toblerone
CONTINUED…….
• Beverages
Bourn vita
Tang
• Biscuits
Oreo
• Candy
Éclairs
Halls
• Gum
Bubbaloo
Rs 2000 crore market growing @ 18-20% p.a
70%
25%
5%
Market Share
CadburyNestleOthers
CHOCOLATE INDUSTRY
1948(Cadbury-
Fry Pvt Ltd)
COMPANIES/COMPETITORS
• In the Indian market that Cadbury faces any competition from are Nestle and Amul.
• There are several new and local brands like Candico, Sweet World etc
CONSUMER TRENDS
• The Mithaai or sweet has been the tradition in India so far.
• Chocolates are now trying to break into that league.
• Consumers are preferring chocolates to Mithaai because of proper packaging, longer shelf life, mid-range pricing and convenience.
CONTINUED….
• Consumers have started showing interest in not just milk chocolates but other varieties like Dark Chocolate etc.
• One of the major challenges that Cadbury Dairy Milk faces is a decline in sales due to new variants being introduced in the market by other brands which could result in the product moving from maturity to decline stage.
• Another major challenge comes from a different product category altogether which is the Indian Sweets or Mithaai.
WHAT IS PLC CURVE?
GROWTH• 1998- The next stage of growth for the brand deals with
popularizing consumption in a social context, especially in more traditional settings like weddings.
• With the campaign ‘Khaanein waallon ko khaanein ka bahana chahiye’
• Cadbury Dairy Milk aimed to substantially increase penetration levels with the award winning ‘Kuchh khaas hai.. .’campaign.
• The brand penetrated into smaller towns and sales volumes grew by 40%
MATURITY
• With Bachchan they also launched their new positioning of “Kuch Meetha Ho Jaaye” bringing in the tradition of celebrating a joyous occasion in India with sweets and now Cadbury Dairy Milk in particular.
• The “Pehli Tareekh Hai” campaigns talked about the importance of having Dairy Milk and celebrating on getting your pay on pay-day.
• “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
DECLINE / NEW PRODUCT INTRODUCTION
• Many marketing experts would agree that the best time to reinvent for a brand is when the going is still good.
• No brand can afford to assume it’s created the definitive product.
• Cadbury Dairy Milk(CDM) introduce the sub brand Silk.
PROMOTION
• ‘Real Taste of Life’ campaign in 1994 - chocolate that awakened the little child in every grown up
• ‘Khaane Waalon ko khaane ka Bahana Chhayie’ campaign in 1998 made consumption into a joyful, social occasion
• `Kuch Meetha Ho Jaaye’ campaign in 2004 to increase CDM consumption by making it synonymous with traditional sweets (Mithai)
• In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new
• With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert)
• revenue growth of 30% annually
DO YOU REMEMBER THIS?
THANK YOU!