Shahansha Rafeekllnd sem, MBA A1

Cadbury India Ltd. is a part of Kraft Foods. Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Cadbury’s core purpose "make today delicious"

Cadbury Brands• Choclate CDM, Bournvita, C

Celebrations Bournville, 5 Star, Perk, Gems.

Beverages Bournvita ,Tang .

Biscuits Oreo .

Candy Éclairs, Halls.

Gum Bubbaloo.

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!

Cadbury Dairy Milk (CDM) entered the Indian market in 1948, CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication

Advertising:In the early days, the brand had a huge

fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic.

With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses.

In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success.. How many can forget the `Pappu Pass Ho Gaya’ commercial?

In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.

With the current campaign ‘Khaane Ke Baad Meethe Mein Kuch Meetha Ho Jaaye’, Their aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

With a large section of Indians still choosing traditional sweets (Mithai) over chocolates, an offering was required that would seed chocolate consumption amongst non-users and help increase consumption frequency amongst fringe chocolate users.

Cadbury launched CDM Shots in 2008Positioned as ‘chocolate laddoo’ and priced

at Rs. 2 for 2 pieces, the attempt was to introduce the product to consumers as the perfect value-for-money accompaniment for their small celebratory occasions.

Advertising:

Multiple campaigns from the brand have established the name ‘Shots’ and ‘laddoo’ amongst kids, teens and adults.  These chocolate laddoos are the new affordable alternative to sweet

Launched in January 2010, with a tantalizing taste that tempts the taste buds, CDM Silk delivered an exquisite chocolate eating experience in the Indian market.

Advertising:The advertising highlights the joy

of savoring CDM Silk and builds on its creamy and smooth experience that instantly melts in your mouth. This brand promise was beautifully captured by the tagline `Have You Felt Silk Lately?’

Launched in 1969, 5 Star soon became the star of every refrigerator and pocket; people could not resist biting into one.

What made 5 Star so irresistible was the unique combination of chocolate, caramel, and nougat that set a new revolution in the making of chocolates. Never before had people bitten into something so chocolaty and deliciously chewy at the same time

Advertising:The current “Jo Khaaye

Kho Jaaye” proposition of 5 Star has been enlivened by the lovable duo of Ramesh – Suresh, who get lost in the involving taste of 5 Star. The duo has gained huge popularity through successive media campaigns.

Hailed as Cadbury’s answer to the emerging market of luxury chocolates, Cadbury unveiled Bournville – the Indian formula for dark chocolate in 2009

Advertising:The creative route taken was “You

don't buy a Bournville you earn it” which aptly describes it as a chocolate meant for consumers with a mature palate.

The campaign has successfully built Bournville with special credentials based on its distinct rich intense taste, quality ingredients (best Ghanaian Cocoa) and a British heritage.

Cadbury is known to make chocolates with a difference and Gems is yet another unique offering. What makes Gems different is the way the chocolate has been designed; a little button of chocolate covered with colorful candy shell with attractive packaging.

Quite predictably, Gems became a big hit given its unique taste and shape. Having grown up with the brand, a lot of teens and adults consume Gems as well.

Cadbury Bournvita is among the oldest brands in the Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.  Launched in 1948, Cadbury Bournvita has continuously re-invented itself in terms of product, packaging, promotion & distribution. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 60 years.

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

Cadbury offers two options to capture this appeal: Cadbury Bournvita, with its popular chocolate taste, and its latest offering, Cadbury Bournvita 5 Star Magic, leveraging the rich chocolate and caramel flavour of Cadbury 5 Star.

Advertising:Tayyari jeet ki! (preparing to win)Today’s world is an increasingly

competitive place for children. They aren’t just expected to do better, but also do more. Keeping this in mind, Cadbury launched the new Bournvita in 2010 and launched a new campaign Tayyari jeet ki! (preparing to win)

Bubbaloo took its first steps in the international confectionery market in the year 1984. With its launch in the Indian market in 2007, the definition of bubble gum underwent a juicy change!

Bubbaloo is synonymous with flavored fun in bubble gums! Bubbaloo stands out because of its unique flavored liquid filling.

Halls was first launched in India in 1968.

Halls came into the Cadbury fold in 2003 as part of a global merger with Adams Confectionery.

Cadbury Éclairs has been present in India since 1971 and has remained a favourite with adults and kids alike. The credit for making éclairs, goes to an English confectionary firm which devised this delicious formula in the 1960s. This tasty wonder with indulgent chocolate wrapped in soft, chewy caramel came to Cadbury in 1971, when Cadbury took over this confectionary firm. In 1994 the brand took on the purple and gold packaging which has been its trademark since then.

Launched in India in March 2011 the delicious combination of dark chocolate biscuit and vanilla cream was first introduced to the world in 1912. That original formula was so perfect that it has hardly been modified since. Each year more than 7.5 billion Oreo Biscuits are eaten.

children across the world teach their parents the fun way to eat Oreo – twisting the biscuit open, licking the cream, and then dunking the biscuit in milk

Oreo facts: The design on every Oreo biscuit consists of 12 flowers, 12 dots

and 12 dashes per side. Because everybody twists, licks and dunks their Oreo’s, somebody

actually invented a Biscuit Dunker, designed to keep your fingers from getting wet when you dunk your Oreo Biscuit into the glass of milk.

The first Oreo biscuit was sold in 1912. If every Oreo Biscuit ever made were stacked on top of each other,

the pile would reach to the moon and back more than five times. 50% of Oreo biscuit eaters twist their biscuit apart before eating it,

with women twisting them open more often than men. If all the Oreo biscuits ever made were placed side-by-side, they

would encircle the earth 381 times at the equator. The crème filling used in Oreo biscuits in one year could ice all the

wedding cakes served in the United States for two years! That's 4,724,000 three-tier wedding cakes.

Oreo is sold in over a 100 countries and is the best- selling biscuit of the 21st Century.

Approximately 25 billion Oreos are eaten per year. (That’s about 70 million per day, or 800 per second!).

Perk is neither a chocolate nor just another snack to be missed; it is a delightful combination of both

Perk was launched as ‘Anywhere. Anytime’ snack – a perfect solution for a quick snack, which made both chocolate lovers and the frequent snackers happy

The world’s favorite powdered beverage –Tang

the combination of yummy taste and micronutrients such as Iron, Vitamin A B & C makes it a favorite with moms.  At an affordable price, mothers are able to make a deliciously refreshing, nutritious and convenient drink for their kids

Sold in more than 30 countries, Tang, is the latest brand from the Kraft Foods portfolio to enter the “billion dollar” brands club

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