Product Life Cycle Of Cadbury Dairy Milk

Product Life Cycle Of Cadbury dairy take outCadbury chocolates was started in Birmingham in 1824 by John Cadbury. Chocolate in those years was a precise elitist yield. Cadbury dairy draw came up with the mix of take out and chocolate tray which is pretty much how the product still is. thither has been no drastic change in the recipe of the product but the package and the representation and prominence of the methamphetamine and half of draw logo has changed allplace a period of time.Cadbury India began its operations in 1948 by importing chocolates and wherefore re-packing them before distribution in the Indian grocery store. Today, Cadbury has five comp whatsoever-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai.Worldwide, (http//www.iloveindia.com/economy-of-india/top-50-companies/cadbury-india.html)A Timeli ne1904 A new(a) recipe is perfected by George Cadbury for milk chocolate.1905 Cadbury launches dairy Milk onto the merchandise a new milk chocolate that contains far more milk than anything previously tasted and with a unequalled creamy taste.1913 Dairy Milk becomes Cadburys vanquish selling line.Mid 1920s Dairy Milk becomes UK brand attractor a position it still enjoys today.1928 Fruit Nut is introduced as a variation of Dairy Milk. The glass and a half advertising catchword is introduced.1933 WholeNut is added to the Dairy Milk family.1948 Cadbury Dairy Milk is sold in India1998 Dairy Milk is re-launched with the new and modern pack design, but its recipe and unique taste be still very similar to the original recipe.2005 Cadbury Dairy Milk celebrates its 100th birthday. (http//www.innovation.cadbury.com/allaboutus/ourbrands/featurebrands/Pages/CadburyDairyMilk2.aspx?TabIndex=1) deformity Identity Kapferers modelStage in the Product Life CycleCadbury Dairy Milk is in the matureness stage of the product Life cycle. It currently has a market grapple of 70% in the chocolate market and is way ahead of its competitors. There is a high degree of brand awareness. The colour purple and the glass and half full logo is amongst the most recognised logos and the connexion of the two with Cadbury Dairy Milk is synonymous.Market Scenario/ChallengesAccording to AC Nielson rent of 2007Facts FiguresThe Indian Chocolate market is estimated to beat around 1500crores.It is growing at the rate of 18-20% per annumWith 72% of the market share in India, Cadbury is the market leader.CompaniesThe 2 main competitors in the Indian market that Cadbury faces any competition from are Nestle and Amul.There are several new and local brands exchangeable Candico, Sweet World etc. which are onerous to make its aim felt.Consumer TrendsThe Mithaai or sweet has been the tradition in India so far. Chocolates are noow trying to break into that league and hence faces stiff competitio n more from this product category than its immediate competitors.Chocolates are more of an impulse buy.Consumers are preferring chocolates to Mithaai because of proper(a) packaging, longer shelf life, mid-range pricing and convenience.Consumers have started showing interest in not just milk chocolates but opposite varieties manage subdued 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 go from maturity to decline stage. Another major challenge comes from a polar product category altogether which is the Indian Sweets or Mithaai.Steps taken by brand at each stage- at a confabulation and product levelIntroductionCadbury Dairy Milk advertising has eer depicted a rich tapestry of human emotions and relationships. In the 1980s, it was positioned as the perfect expression of love, captured in memorable copy sometimes Cadbury sack say it better than words. During the early1990s, Cadbury Dairy Milk emphasised its international identity, communicating that it was the real taste of chocolate. In 1994 came the path-breaking real taste of life lead. The ad featuring a woman running on the cricket field celebrating the success is still strongly etched in our mind even today. This campaign created a dramatic shift in the way chocolates were perceived. Cadbury Dairy Milk has increasingly become trapped as a reward or bribe for children and this campaign unshackled the brand by re-positioning it to the free-child in all adult. Cadbury Dairy Milk redefined itself as the perfect expression of spontaneous, shared safe(p) feelings, providing the real taste of life experience. The strategy paid off Brand Cadbury grew by over 50% in sales volumes. (Super brands)Growth then in 1998, the next stage of growth for the brand dealt with popularising consumption in a social context, especially in more tralatitious settings like wed dings. With the campaign Khaanein waallon ko khaanein ka bahana chahiye featuring Cyrus Broacha, Cadbury Dairy Milk aimed to substantially increase incursion levels. The campaign was launched in tandem with the award winning Kuchh khaas haicampaign and the media strategy was to allow the two co-exist towards a common vision A Cadbury in every pocket. The brand penetrated into smaller towns and sales volumes grew by 40% (Source Internal sales Data). (Super brands)Crisis ManagementThe worm controversy resulted in Cadburys brand image victorious a beating. They had to recall a batch of chocolates. Instead of taking any short term measures, Cadbury utilize this opportunity to take action and rebuild the trust of people. They launched a project Vishwas which educated retailers and wholesalers on storage and other aspects apart from educating consumers.The other major step was to change the packaging. The confederations repackaging exercise, which utilize a combination of packagin g technologies, was unprecedented in the category. With the redesigned packaging in place, the company decided to communicate the measures it had taken to safeguard quality standards. To add credibleness to its pitch, Cadbury took recourse to Amitabh Bachchans deep baritone. This was the first time that a celebrity was used to endorse Cadbury Dairy Milk. The commercial did wonders to consumer confidence.A series of ads with Bachchan including Pappu Paas ho Gaya to missy Palampur brought back the lost credibility of the people. 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.MaturityThe focus for a period shifted to taking the concept of Kuch Meetha Ho Jaaye further. The Pehli Tareekh Hai campaigns talked about the importance of having Dairy Milk and celebrating on getting your pay on pay-day. The ads had a very retro-feel to it and did click with the audience. But, it is the recent string of Shubh Aarambh ads that have brought back the old while of Cadbury Dairy Milk with its very interesting insight of mixing the traditional with the new age.SummaryCadbury Dairy Milk has adapted itself to the Indian market quite impressively. From making a sweet eating nation to confuse to chocolates to becoming the market leader, Cadbury Dairy Milk has done it all because of the stirred up connect it established with the consumers. Its communication also always focused on the emotional aspects and feelings of life apart from spontaneity. Its communication has always showcased its values and personality. In my opinion, the Kuch Meetha Ho Jaaye concept is a goldmine which can be used in a variety of ways in a rude like India.