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BRAND OVER A PERIOD OF TIME
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c Cadbury India is a fully owned subsidy of Kraft Foods Inc.

c It creates a global powerhouse in snacks, confectionery and quick meals.
c Company with sales in approximately 160 countries & employs approx 140,000 people.
c ¬ er since the CADBURY factory was set up in India in 1947, Cadbury chocolates ha e
ruled the hearts of Indians with their fabulous taste.
c Considering the penchant we Indians ha e for sweets, its not surprising that these sweet,
smooth, milky & irresistibly delicious chocolates are the best childhood gift any Indian
child could get.
c hank God for young JOHN CADBURY who entured into the chocolate business o er
150 years age, way back in ¬ngland, in 1824.
c ·ong gone is the dry chocolate supplied by John Cadbury in his Birmingham grocery
store. oday more than 250 million bars of Dairy Milk are produced & consumed e ery
year.ccccc
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ccAbout the year 1780, the first machine-made chocolate is produced in


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on the tongue for the first time in the year .c


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c  orking together to create brands people lo e³.

c he core purpose captures the spirit of what we are trying to achie e as a business.
c o collaborate and work as teams to con ert products into brands.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 2

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c ’etting stretched financial objecti es.

c Adopting Value Based Management for major strategic and operational decisions and
business systems.

c Creating an outstanding leadership capability within their management.

c ’harpening their company culture to reflect accountability, aggressi eness and

adaptability.

c Aligning their management rewards structure with the interests of the shareowners.

   c©

The market major of Chocolates offers the following products in the market:-

c Chocolates like Cadbury dairy milk, perk, celebrations, temptations, fi e star, éclairs,
gems, fruit & nut, Cadbury crackle and many more«..

c ’nacks like Cadbury bytes

c everages like Bourn ita, Cadbury delight

c Candy like Cadbury halls

c ‰ums like Bubbaloo


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c 11 brands with more than $1 billion in re enue.

c 70+ brands with more than $100 million in re enue.

c 40+ brands o er 100 years old.

c 80% re enue from #1 share positions.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 3

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he story of Cadbury Dairy Milk started way back in 1905 at Bourn ille, U.K., but the journey
with chocolate lo ers in India began in 1948.

he pure taste of Cadbury Dairy Milk is the taste most Indians cra e for when they think of
Cadbury Dairy Milk. he ariants Fruit & Nut, Crackle and Roast Almond, combine the classic
taste of Cadbury Dairy Milk with a ariety of ingredients and are ery popular amongst teens &

adults.

Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for
'something sweet' after meals. Cadbury Dairy Milk has exciting products on offer - Cadbury
Dairy Milk  owie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2
in 1, a delightful combination of milk chocolate and white chocolate. Gi ing consumers an
exciting reason to keep coming back into the fun filled world of Cadbury.


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c Cadbury Dairy Milk is the most delicious, best tasting chocolate.

c A moment of pure magic.


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c Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared alues
such as family togetherness (fun, wholesome, reliable), to the personal alues of
indi idual enjoyment. It stands for goodness.

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c Get people accustomed to chocolates- primarily seen as a western taste

c Do so by reaching out to the masses in a land where mindsets and preferences are as
di erse as the country itself

c Brand was considered as a surrogate of parental affection for their children

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 4

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 c he chocolate goodness (appetite appeal) was being harnessed

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Cadbury Dairy Milk positioned itself as,

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ڒometimes a Cadbury can say it better than words¶


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c Chocolate are meant for kids only

c ’een as an indulgence product

c Negati e associations

±c oo much intake is bad

±c Bad for health

 ith communication consciously addressing kids, consumption also got restricted within the
same segment results in brand stagnation.



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c o expand the consumer base by making Cadbury Dairy Milk inspirational and desirable
to the adult segment.
c Communication task was to increase category rele ance, gi e consumers a taste of life
the Cadbury Dairy Milk way - real, fun and free.
c Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.

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c he new resurgent India.

c he era of globalization had sowed the seeds of µI wanna break free¶ syndrome
c A enues for freedom for expression were more than welcome.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 5

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c Cadbury Dairy Milk- ³he chocolate for the kid in all of us.´
c he Communication
³he Real aste of ·ife´


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CDM is the perfect expression of spontaneous, happy, joyous feelings.

¬ating CDM pro ides the µReal aste of ·ife¶ experience.

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±c ·aunch of Kit Kat which was considered as young, trendy, future, exciting, smart

±c hreat from imported premium moulded brands like ·indt, Ritter, Van Houten.

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±c ³Real aste of ·ife Campaign´ cut ice with the metro audience,

±c he barriers of Middle/Bottom end consumers still remained to be addressed

±c As a result, brand growth rate was slower than the chocolate market growth

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o increase width of consumption by entering the Indian mind-space - Make Cadbury Dairy
Milk a part of Indian customs and mores.

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Position Cadbury Dairy Milk as the chocolate meant for e eryone

Chocolate = Cadbury Dairy Milk

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 6

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You don¶t need any special reason to eat Chocolate. 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 ery popular   c c c ) campaign, shifting the focus from `just for kids'
to the `kid in all of us'. It appealed to the child in e ery adult. And Cadbury Dairy Milk became
the perfect expression of 'spontaneity' and 'shared good feelings'.

he 'Real aste of ·ife' campaign had many memorable executions, which people still fondly
remember. Howe er, the one with the *
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in e eryone's memory, as the most spontaneous & un-inhibited expression of happiness.

his campaign went on to be awarded 'he Campaign of the Century', in India at the Abby (Ad
Club, Mumbai) awards.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the ) ccccc )
campaign. his campaign built social acceptance for chocolate consumption amongst adults, by
showcasing collecti e and shared moments.

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c  orm contro ersy hit Cadbury in Oct 2003.

c Fungus layer on portions of its chocolates.
c A swarm of tiny white worms crawling out of the chocolate nuggets
c ’tate Food ·aboratory at the Public Health Institute said ³the chocolates were insect-
infested and unfit for eating¶¶.
c FDA began seizure of the chocolate not only from all outlets across the state but also
from the alegaon Plant.
c FDA also ordered inspection of ’tock at company¶s Mumbai Plant.
c Peak ’eason ’ale and outsourcing model affected due to contro ersy.

c
N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 7
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c he heat of negati e publicity melted Cadbury's sales by 30 per cent, at a time when it
sees a festi e spike of 15 percent.

c Net profit in 2003 dipped 37 per cent to Rs 45.6 crore as compared to a 21 per cent
increase the pre ious year.

c Retailer stocking and display dropped, employee morale especially that of the sales team
was shaken.

c he Company had to shel e its plans of becoming a major sourcing hub for British
Chocolates and be erages giant Cadbury ’chweppes.

c he largest impact on sales has been seen in Mumbai, Pune and Nagpur in Maharashtra,
Cochin in Kerala, Bangalore and Hyderabad.


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c Aggressi e marketing by Company while neglecting on the Quality of Retailers.

c ·ack of efforts to ¬ducate Retailers and ensure adequate hygienic storage conditions at
retail outlets.
c Poor quality in packaging of product.
c Issues related to transportation of product.
c No Norms in terms of ’torage for Chocolates.

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c he agency set up a media desk to ensure that no media query went unanswered.

c he Cadbury¶s Managing Director addressed consumer concerns.

c Project Vishwas (rust).

c ¬ditorial Outreach Program with 31 media editors across affected cities.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 8

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c New µpurity sealed¶ packaging ( Jan 2004) - in estment of Rs 15 crore on imported

machinery

c Metallic Poly-Flow was costlier by 10-15% but Cadbury didn¶t hike the Pack Price

c In estment of millions of Dollars leads to achie ement in production process in 8 weeks

that would normally take 6 months.

9dvertisement Weapon:

c 
c
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c
 'cc legendary Indian film star, was chosen, as he embodied the alues
of Cadbury as a brand± timelessness, the lo e and trust they both share with the people
across India, makes this an ideal partnership.

c Media Conference to compare the old and new packs with an inno ati e comparison kit.

c A VID¬O news release with packaging shots and factory shots was gi en to tele ision
channels.

c Audio-Visual ... series of sales conferences to enthuse and reassure salespersons.

c he announcement of the new pack -a testimonial ad ertisement on V called

µ’incerity¶.




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±c All Media reports carried Cadbury¶s point of iew

±c 378 clips in o er 11 languages co ering the new packaging and its benefits.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 9

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±c ’ales declined drastically between week 1 to week 10 of the crisis.

±c  ithin 8 weeks of introduction of new packaging and communication sales

olume reached to the pre-incident le els.

c 

±c Upward mo ement in ratings amongst consumer

±c Media¶s positi e co erage and the trade¶s positi e pre-disposition played a huge
part in helping in Cadbury regain its reputation.


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hec)%c
cc/) campaign associated Cadbury Dairy Milk with celebratory
occasions and the phrase *""%ccc* became part of street language. It has been
adopted by consumers and today is used extensi ely to express joy in a moment of achie ement /
success.

he interacti e campaign for "Pappu Pass Ho Gaya" bagged a Bronze ·ion at the prestigious
Cannes Ad ertising Festi al 2006 for 'Best use of internet and new media'.

he idea in ol ed a tie-up with Reliance India Mobile ser ice and allowed students to check
their exam results using their mobile ser ice and encouraged those who passed their
examinations to celebrate with Cadbury Dairy Milk.

he 'Pappu Pass Ho Gaya' campaign also went on to win ’il er for he Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the ¬FFI¬’ 2006 (global
benchmark for effecti e ad ertising campaigns) awards.

During the 1st  orld  ar, Cadbury Dairy Milk supported the war effort. O er 2,000 male
employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to the
front.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 10

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Currently Cadbury Dairy Milk¶s new positioning is as for !%'c

' cconsidering the
cultural alue of ha ing something sweet before going for some important work. he ad of a girl
standing at the bus stand and that of an old lady eating Cadbury Dairy Milk before wearing a
jeans for the first time.

Hence, Cadbury Dairy Milk has Indianised the brand based on the Indian cultural alues time
and again by positioning itself in that manner.

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N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 11

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A pretty teenager; a long line, and hunger! Rings a bell? hat was how Cadbury launched its new
offering; Cadbury Perk in 1996.  ith its light chocolate and wafer construct, Cadbury Perk
targeted the casual snacking space that was dominated primarily by chips & wafers.  ith a
catchy jingle and tongue in cheek ad ertising, thisc) c
) snack zoomed right into
the hearts of teenagers.

Raageshwari started the trend of ad ertising that featured mischie ous, bubbly teenagers getting
out of their 'stuck and hungry' situations by ha ing a Cadbury Perk. Cadbury Perk became the
new mini snack in town and its proposition *  c c"c"* 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 of life. o compliment Cadbury Perk's alues, the bubbly and i acious Preity Zinta became
the new face of Perk with the 'hunger strike' commercial in the mid 90's.

In the new millennium, Cadbury Perk mo ed beyond just owning 'hunger' to a *' c' c
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' * position, because the urge for Cadbury Perk could strike anytime and anywhere.

 ith the rise of more alue-for-money brands in the wafer chocolate segment, Cadbury Perk
un eiled two new offerings - Perk X· and XX·. he temptation to ha e more of Cadbury Perk
was made e en greater with the launch of Cadbury Perk Minis in 2003 for just Rs. 2/-

In 2004, with an added dose of )  c'%
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), Perk
became e en more irresistible. he product was supported in the market with a new look and a
new campaign. he ad ertisement spoke of the irresistible aspect of the brand, with 'Baaki sab
Bhoola de' becoming the new mantra for Cadbury Perk.

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Cadbury Perk ad ertising has been a launch pad for Bollywood stars - Preity Zinta,

Raageshwari, Gayatri Joshi and Amrita Rao, were all Perk models before they made it

big on cinema screens.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 12

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Chocolate lo ers for a quarter of a century ha e indulged their taste buds with a Cadbury 5 ’tar.
A leading knight in the Cadbury portfolio and the second largest after Cadbury Dairy Milk with a
market share of 14%, Cadbury 5 ’tar mo es from strength to strength e ery year by increasing
its user base.

·aunched in 1969 as a bar of chocolate that was hard outside with soft caramel nougat inside,
Cadbury 5 ’tar has re-in ented itself o er the years to keep satisfying the consumers taste for a
high quality & different chocolate eating experience.

One of the key properties that Cadbury 5 ’tar was associated with was its classic Gold colour.
And through the passage of time, this was one property that both, the brand and the consumer
stuck to as a aluable association.

Cadbury 5 ’tar was always unique because of its format and any communication highlighting
this uniqueness, went down well with the audiences. From )  % c
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) in the
late 80's, the communication always paid homage to the product format.

More recently, to gi e consumers another reason to come into the Cadbury 5 ’tar fold, Cadbury
5 ’tar Crunchy was launched. he same delicious Cadbury 5 ’tar was now a ailable with a dash
of rice crispies.

Cadbury 5 ’tar & Cadbury 5 ’tar Crunchy now aim to continue the upward trend. his different
and delightfully tasty chocolate is well poised to rule the market as an extremely successful
brand.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 13

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Being the market leader in chocolates with a 70 per cent share, the company has attempted to
stretch the boundaries within chocolate confectionery. It has also been ad enturous in unleashing
a brand new category.

Introducing the concept of sweet snacking, it launched Cadbury Bytes in the south with the
positioning 
cka meetha %) he product is a crunchy wafer pillow with a choco-
cream centre and is being rolled out nationally. ¬xplaining the need to introduce this new
category, Bharat Puri, Managing Director, Cadbury India, says, " hile we were sure of our core
competencies, there was need for inno ation to deli er double-digit growth.  hat we found was
that we were underrepresented in the area of snacking on the go and that there was a need for a
light crunchy snack."  hile entry into salted snacks was ruled out, sweet snacks were the
ob ious choice, and Bytes is unique to the chocolate major's Indian portfolio.

Cadbury Bytes was launched in 2004-05 as Cadbury's foray into the rapidly growing packaged
snack market. here are three ariants of Bytes a ailable in the market - Regular, Coffee and
’trawberry, at two price points- Rs 5 and Rs 10.

Cadbury Bytes is targeted at teens as they are the largest consuming segment of packaged snack
category. hey are also the gateway to the family, especially for a new sweet snack.

 ith Bytes, Cadbury has entered into a new category with well entrenched and established
brands. Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks. he
proposition that had arri ed is "’nacking ka meetha funda", where it takes a pot-shot at other
snacks, by saying 
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and teenagers identify with breaking stereotypes. he new commercials- 'ommy' and 'Villain',
talk about breaking the stereotype.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 14

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Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dry-
fruits during festi e seasons.

Cadbury Celebrations is a ailable in se eral assortments© An assortment of chocolates like 5

’tar, Perk, Gems, Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk
chocolate in 5 ariants, Almond magic, raisin magic, cashew magic, nut butterscotch and
caramels.

he super premium Celebrations Rich Dry Fruit Collection which is a festi e offering is an
exotic range of chocolate co ered dry fruits and nuts in arious fla ours and the premium dark
chocolate range which is exotic dark chocolate in luscious fla ours 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. he communication is based on the
emotional route and the tag line says *
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strengthening your relationships with something sweet.

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¬ er see people hide away their chocolate since they don¶t want to share it! If you ha e, then its
likely to be a bar of Cadbury emptations! Cadbury emptations is a range of delicious premium
chocolate in fi e fla ours.

Research re ealed a niche segment of ³ chocoholics´ - those exposed to international chocolates

and those who lo e a ariety of chocolates but possibly find the price of international chocolates
too high.

Cadbury emptations is a range targeted at this segment of discerning chocolate lo ers. he
Cadbury emptations range is a ailable in 5 delicious fla our ariants - Roast Almond Coffee,
Honey Apricot, Mint Crunch, Black Forest and Old Jamaica.  ith its international quality
chocolate emptations soon became a popular brand for "chocoholics".

he ad ertising positioned Cadbury emptations as a chocolate range so delicious that it was
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In India, Cadbury Dairy Milk ¬clairs has been the most preferred brand in the ¬clairs category
for years and has always been a fa ourite with consumers.

¬clairs ad ertising o er the years has talked about the mesmerizing taste of ¬clairs because of
the Cadbury Dairy Milk chocolate it contains at its center. he )
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illustrated this in a youthful college context. he ¬clairs Crunch ariant has also had an
encouraging response from both teens and pre-teens. Currently, the chewy and the crunchy
ariants are both enjoyed by the ¬clair consumer.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 16

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he saying "Good things come in small packets" has been pro en right many a times and it
couldn't ha e been truer for the pretty chocolate buttons called Gems.  ho can forget the unique,
brightly colored chocolate buttons with crispy shells, encased in a pack that's as colorful as the
product itself?

Unri alled in all these years, Cadbury Gems has captured e ery consumer's fantasy for almost 4
decades. ·ittle wonder that Cadbury Gems, the brand that came into India in 1968 is still going
strong.

he sheer taste and the fun associated with eating Cadbury Gems and the joy of sharing it with
friends has made the brand a dear companion and a source of nostalgia for consumers.

Cadbury Gems brings happiness to the consumer's world.  ith this promise in mind, Cadbury
Gems has always had 'Masti' as the key proposition in all its communication. In fact, Cadbury
Gems is always a willing ally for pranks and fun.

Cadbury Gems has continuously tried to be rele ant and exciting for consumers. In its constant
attempt to contemporaries, a unique stand up tube pack with a flip top was launched, which
became an instant hit with consumers.

¬arly 2006 ga e consumers one more reason to celebrate with Cadbury Gems; the launch of
Cadbury Fruity Gems, a fruit fla oured ariant with a crispy shell outside and white chocolate
inside. Now consumers had not one, but two reasons to enter the 'Masti' world of Cadbury Gems.

oday, Cadbury Gems has established itself as one of the leading brands in its segment.  ith the
single-minded purpose to delight e ery consumer and help them disco er the fun, exciting and
ad enturous side of life, Cadbury Gems will continue to be the leading brand in Cadbury India's
portfolio.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 17

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he brand has been an enduring symbol of mental and physical health e er since it was launched
in 1948. It is hardly surprising then, that Bourn ita enjoys a major presence in the Malt Food
market.

Gi en its market share of 17%, Cadbury Bourn ita reaches across hundreds of cities, towns and
illages through 3,50,000 outlets in India.

It is a uni ersal truth that mothers attach a lot of emotional importance to nourishment while
bringing up their children. Howe er, children always look out for the tastiest option to make
their daily dose of milk more enjoyable.

Cadbury now offers two options to capture this appeal© Cadbury Bourn ita, with its popular
chocolate taste, and its latest offering, Cadbury Bourn ita 5 ’tar Magic, le eraging the rich
chocolate and caramel fla our of Cadbury 5 ’tar Cadbury Bourn ita ad ertising has mo ed with
the times to reflect the changing needs of the consumers.

During the '70s the communication centered on 'Good upbringing' and Bourn ita became an
essential building block for childhood. "Goodness that grows with you" was the campaign idea
that communicated this thought.

In the 80's the focus shifted from ) "'
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In the early '90s all brands in the category pro ided purely physical benefits like nourishment,
energy and growth. It was at this time that Bourn ita decided to raise the bar by promising
physical and mental benefits. his resulted in the famous c c
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" cwhich became an anthem for the brand.

In the new millennium, keeping pace with the e ol ing mindsets of the new age consumers,
Cadbury Bourn ita is about arming consumers with Confidence to take on physical and mental
challenges that nobody else can, resulting in one of the most successful ad ertising campaigns
which is based on )  c
 
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 ).

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 18

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Halls was first launched in India in 1968 & soon established itself as a µ
"%  ccandy
competing in the cough lozenge market. Halls has been sold in India as part of the Pfizer &
 arner ·ambert networks before it came into the Cadbury fold in 2003 as part of a global
merger with Adams Confectionery.

Halls has had a colourful ad ertising history in India & was infact, one of the earliest brands to
ad ertise on tele ision in India. In the 1980¶s, Ad¶s featuring Meenakshi ’heshadri and later,
Vijeta Pandit on its unique µ"%
c  cformula with a classic Halls Jingle were aired which
established the brand firmly in the market. In the 90¶s, Halls ad ertising adopted a different take
with its µ
 c/¶ Ad where Halls restores order to a situation of chaos & the early 2000¶s
saw Halls ad ertising on the µ

 cplatform. O er the years Halls has been strongly
positioned on the`c
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c¶ benefit in the consumers mind.

Halls continues to be one of the leading mint brands in India e en in the changed competiti e
context.

 
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Cadbury India has expanded its confectionary portfolio in 2007 by foraying into the Bubble gum
category with the launch of Bubbaloo Bubblegum- a successful bubblegum brand from its
international portfolio.

Bubbaloo is an inno ati e soft bubblegum with a centre filled liquid. It is filled with a high le el
of a great tasting fruit fla oured liquid that floods your mouth instantly. Bubaloo is currently
a ailable in two yummy fla ors- ’trawberry and Mixed Fruit.

he communication focuses on the "fun filled liquid centre" of Bubbaloo and is anchored by
³Bubbathe cat´, the international mascot for the brand Bubbaloo.

N.R. INSTITUTE OF BUSINESS MANAGEMENT Page 19

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