Cadbury Case Study
Cadbury-“a sweet journey”
Introduction
Cadbury’s parent organization is Mondelēz International taken over by krafts foods.
Cadbury was the market leader in chocolates in India and it also was a very popular brand which enjoyed the trust of its consumers. It already had a market share of around 70% in 2011 in chocolates with its flagship brand Cadbury Dairy Milk alone having around 30 % of the share of the Indian chocolate market. The company had come a long way since the 1990s when Indian consumers associated Diary Milk as a product meant for children. To change this, Cadbury came up with a series of campaigns to target the adult group, starting with the 'Real taste of life ' campaign, to encourage people to bring out the child in them. Then they moved on to social acceptance theme with the line- 'Those who want to eat, will find a reason for it '. Through this, Dairy Milk was able to gain an acceptance for chocolates among the adult audiences for consumption. It even won a lot of awards for its campaigns which went on to become a huge success.
Chocolates under Cadbury
• Dairy milk roast and almond
• Dairy milk fruit and nut
• Dairy milk crackle
• Dairy milk chocolate
• 5 Star, Perk,
• Celebrations,
• Eclairs and
• Gems
Problem faced
The C0mpany likewise needed to confront certain issues like in 2003 Live worms were found in the packs of Dairy Milk.
Dairy Milk was a famous brand furthermore the number 0ne most trusted brand in Mumbai in 2005 version of Brand
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