Cadbury Dairy Milk's Advertising Campaigns in India

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Case Details:

Case Code : MKTG287
Case Length :14 Pages
Period : 1990-2011
Pub Date : 2012
Teaching Note : Not Available
Organization :Cadbury India
Industry : Consumer Packaged Goods (Food)
Countries : India

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Background Note

Cadbury Plc (Cadbury), a British confectionery company, was known as Cadbury Schwepps Plc6 from 1969 till 2008. It was acquired by Kraft Foods7 in 2010 after which it became the largest confectionery company in the world. In India, Cadbury was incorporated in 1948 and it initially imported chocolates before starting cocoa production in 1965. It grew over the years and came to have five manufacturing facilities8 which were owned by the company besides having four sales offices9 in the country. It was present in different food categories like chocolate confectionery, biscuits, beverages, gum, and candy. Cadbury's main business was chocolate confectionery wherein it was the market leader with a market share of around 70% in 2011.

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Some of its main chocolate brands were Dairy Milk, 5 Star, Perk, Celebrations, Eclairs and Gems. Dairy Milk alone held 30% of the share of the Indian chocolate market.10 Cadbury Dairy Milk itself had many variants like Fruit and Nut, Crackle, Roast Almond, Dessert, Silk, Shots, Eclairs, Wowie, and 2 in 1.

Cadbury's main competitor in India was Nestlé which had around 25% of the market share in chocolates in 2011. Nestlé's products included Kit Kat, Munch, Bar-One, Milky Bar, and Milky Bar Choo. There was an ongoing battle between Cadbury and Nestlé, with both of them engaging aggressively in their advertisement campaigns.

Over the years, Cadbury focused on its advertising campaigns for Diary Milk to connect with the people and gained popularity. Earlier, there was a perception that chocolates were meant only for children. Cadbury wanted to change this perception and thus it started various advertisement campaigns meant to influence adults and add them to its consumer segment.

Excerpts - Next Page >>

6] Schwepps - a beverage brand sold all over the world and mainly includes carbonated water. Cadbury merged with Schwepps in 1969 to form Cadbury Schwepps.
7] Kraft Foods Inc. - an American corporation which is into confectionery, food and beverages.
8] The five manufacturing facilities were in Thane, Bangalore, Pune, Malanpur, Gwalior, and Himachal Pradesh (all the rest are city/town names).
9] The four Sales offices were in Chennai, Kolkata, Mumbai, and New Delhi.
10] "Cadbury Dairy Milk,"

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