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    Cadbury 50 Years PDF

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    Srinivas Nandikanti
    Cadbury Dairy Milk (CDM) was launched in India in 1948 and became synonymous with chocolate in India as there were few competitors. Over time, CDM customized its recipe for Indian tastes and addressed audiences across age groups through culturally relevant advertising. While facing a major sales decline in 2003 due to reports of worms in some CDM bars, Cadbury overhauled its packaging and production with Amitabh Bachchan's endorsement help, restoring sales without raising prices. CDM has since expanded its reach to over a million stores across India.

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    Cadbury 50 Years PDF

    Uploaded by

    Srinivas Nandikanti
    61 views1 page
    Cadbury Dairy Milk (CDM) was launched in India in 1948 and became synonymous with chocolate in India as there were few competitors. Over time, CDM customized its recipe for Indian tastes and addressed audiences across age groups through culturally relevant advertising. While facing a major sales decline in 2003 due to reports of worms in some CDM bars, Cadbury overhauled its packaging and production with Amitabh Bachchan's endorsement help, restoring sales without raising prices. CDM has since expanded its reach to over a million stores across India.

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    Cadbury Dairy Milk (CDM) was launched in India in 1948 and became synonymous with chocolate in India as there were few competitors. Over time, CDM customized its recipe for Indian tastes and addressed audiences across age groups through culturally relevant advertising. While facing a major sales decline in 2003 due to reports of worms in some CDM bars, Cadbury overhauled its packaging and production with Amitabh Bachchan's endorsement help, restoring sales without raising prices. CDM has since expanded its reach to over a million stores across India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    61 views1 page

    Cadbury 50 Years PDF

    Uploaded by

    Srinivas Nandikanti
    Cadbury Dairy Milk (CDM) was launched in India in 1948 and became synonymous with chocolate in India as there were few competitors. Over time, CDM customized its recipe for Indian tastes and addressed audiences across age groups through culturally relevant advertising. While facing a major sales decline in 2003 due to reports of worms in some CDM bars, Cadbury overhauled its packaging and production with Amitabh Bachchan's endorsement help, restoring sales without raising prices. CDM has since expanded its reach to over a million stores across India.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 1

    CADBURY’S SWEET STINT

    INCEPTION: Cadbury Dairy Milk


    (CDM) was launched in India in
    1948 in Mumbai. It was the flagship
    chocolate brand of the then-Cadbury
    (now part of Mondelez International)
    across markets. There were not many
    chocolate brands marketed then and it
    became, at that point, synonymous with
    chocolates in India.

    THEN AND NOW: Over the years, the prod-


    uct started getting manufactured in India,
    with the recipe being customised for the

    extended to the ‘Shubharambh’ campaign


    running for the last three years. Besides, it
    has always advertised during festivals to
    push CDM for gifting.
    The brand also absorbed products such
    as Fruit&Nut and Crackle (in the 1980s-
    90s) which started as standalone brands
    but are now marketed under CDM. While
    CDM Silk was scaled up as the more pre-
    mium CDM since its launch in 2009,
    local palate. Cadbury admits CDM Shots was targeted at smaller
    that the recipe in India is the towns with a ~2 price-point in 2008 to
    most-favoured despite there being increase the brand’s reach.
    many versions in different countries. It has
    consistently addressed a universal audi- NAMES BEHIND THE BRAND: Ogilvy &
    ence, across age groups. CDM’s messaging Mather’s Piyush Pandey created the first
    has tried to make the brand culturally rel- memorable ad for CDM.
    evant to India.
    One of its earliest-recalled advertise- REINVENTED? It has
    ments in 1994, ‘Kya swaad hai zinda- reinvented itself not
    gi ka’, depicting a girl running onto just by reaching new
    the cricket field and breaking audience but also
    into a joyous dance to cele- weathering a storm
    brate victory, connected in recent memory.
    the brand for the first time The news of
    to grown-ups, even as it worms, in 2003,
    reminded audience that in a few CDM
    there is a child in everyone. bars due to
    Another major shift came faulty packag-
    when it tried to equate the ing, as deemed by
    occassions of consump- the FDA, had
    tion of traditional sweets eaten up nearly
    to those being fit for 30 per cent of the
    CDM consumption in brand’s sales during
    2005, with ‘Kuch festivities, which otherwise used to see an
    meetha ho jaye’. The increase of 15 per cent. Cadbury imported
    same thought was machinery, overhauled the packaging,
    roped in Amitabh Bachchan to personally
    endorse the changes and the brand, with-
    out taking a hike in prices. From a metro-
    focused brand, it now reaches over a mil-
    lion stores – the most extensive compared
    to any of its markets.
    SAYANTANI KAR

    The column, 50&Counting, will chronicle brands which have survived for 50 years and more in India.
    We decipher their good times and bad times.

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