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A Survey on Repositioning of
Brand “Cadbury”


Rajib Roy

ROLL NO. 821170320

MBA (Marketing)

For the fulfillment of MBA COURSE under

Punjab Technical University


My sincere gratitude to BRAINWARE BUSINESS SCHOOL for providing me an

opportunity to do this project to the best of my ability.

I would like to thank my faculties of BRAINWARE BUSINESS SCHOOL, whose

guidance and support provided useful insights and helped me to undertake this
study in an objective manner.

I would like to thank Prof. Saibal SEN, subject teacher of my Project Evaluation
and Implementation and my institute BBS as a whole.

Introduction ……………………….…………………04
Company Overview……………...………………….. 05
Main Operations ….………………………….. 05
Brand building ………………………………… 06-09
Other brands of Cadbury ……………………… 10-15
Advertisement ………………………………… 16-17
Objective .………………………………………….18
Methodology ………………………………………..19
Analysis from survey……………..………………. 20-22
Recapitulation ………………………………… 23-24
Conclusion ………………………………………….24
Appendix ………………………………………25-26
Bibliography ………………………………………..27



Cadbury is a leading global confectionery company with an outstanding portfolio of

chocolate, gum and candy brands. We create brands people love - brands like
Cadbury, Trident and Halls.

Our heritage starts back in 1824 when John Cadbury opened a shop in Birmingham
selling cocoa and chocolate. Since then we have expanded our business throughout
the world by a programme of organic and acquisition led growth. On 7 May 2008,
the separation of our confectionery and Americas Beverages businesses was
completed creating Cadbury plc with a vision to be the world's BIGGEST and
BEST confectionery company.

Type Confectionery

Founder George Cadbury

Current owner Cadbury plc

Country of origin United Kingdom

Introduced 1905 Related brands Cadbury products

Markets World Website

Cadbury is a leading global confectionery company with an outstanding portfolio
of chocolate, gum and candy brands. We employ around 50,000 people and have
direct operations in over 60 countries, selling our products in almost every
country around the world.

In India, Cadbury began its operations in 1948 by importing chocolates. After 60

years of existence, it today has five company-owned manufacturing facilities at
Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal
Pradesh) and 4 sales offices (NewDelhi, Mumbai, Kolkota and Chennai). The
corporate office is in Mumbai.
Operates in five categories
• Chocolates

• Gum category

• Snacks

• Milk Food Drinks

• Candy

BRAND BUILDING OF Cadbury Dairy Milk
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but
the journey with chocolate lovers in India began in 1948.

The pure taste of Cadbury Dairy Milk is the taste most Indians crave for when they
think of Cadbury Dairy Milk.

The variants Fruit & Nut, Crackle and Roast

Almond, combine the classic taste of Cadbury
Dairy Milk with a variety of ingredients and are
very 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 Wowie,
chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a
delightful combination of milk chocolate and white chocolate. Giving consumers
an exciting reason to keep coming back into the
fun filled world of Cadbury.

Cadbury Dairy Milk has been the market leader

in the chocolate category for years. And has
participated and been a part of every Indian's
moments of happiness, joy and celebration.
Today, Cadbury Dairy Milk alone holds 30%
value share of the Indian chocolate market.

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 very popular `Real Taste of Life' campaign,
shifting the focus from `just for kids' to the `kid
in all of us'. It appealed to the child in
every adult. And Cadbury Dairy Milk became
the perfect expression of' spontaneity' and' shared
good feelings'.

The 'Real Taste of Life' campaign had many memorable

executions, which people still fondly remember. However, the one with the "girl
dancing on the cricket field" has remained etched in everyone's memory, as the
most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in India at

the Abby (Ad Club, Mumbai) awards.

In 80’s Brand was considered as a surrogate of parental affection for their children.
The chocolate goodness (appetite appeal) was being harnessed CDM positioned as
‘The perfect expression of parental love’ ‘Sometimes a Cadbury can say it better than

In the late 90's, to further expand the category, the focus shifted towards widening
chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane
Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate
consumption amongst adults, by showcasing collective and shared moments.

To increase category relevance, give consumers a taste of life the Cadbury Dairy Milk
way - real,

Fun and free Integrate the "real" chocolate of Cadbury Dairy Milk to "real" feelings.
Cadbury Dairy Milk- The chocolate for the kid in all of us.

The Communication The Real Taste of Life.

Then Position Cadbury Dairy Milk as the chocolate meant for everyone Chocolate =
Cadbury Dairy Milk

Creative Idea You don’t need any special reason to eat Cadbury Dairy Milk

Moreover the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy

Milk with celebratory occasions and the phrase
"Pappu Pass Ho Gaya" became part of street
language. It has been adopted by consumers and
today is used extensively to express joy in a
moment of achievement / success. The
interactive campaign for "Pappu Pass Ho Gaya"
bagged a Bronze Lion at the prestigious Cannes
Advertising Festival 2006 for 'Best use of
internet and new media'. The idea involved a tie-
up with Reliance India Mobile service and
allowed students to check their exam results
using their mobile service and encouraged those
who passed their examinations to celebrate with
Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best
Integrated Marketing Campaign and Gold in the Consumer Products category at
the EFFIES 2006 (global benchmark for effective
advertising campaigns) awards.

More recently positioned itself as a replacement for

“Khush hai zamana aaj pehli tareek hai,Meetha hai
khana aaj pehli tareek hai.



Chocolate lovers for a quarter of a century have indulged their taste buds
with Cadbury 5 Star.
A leading knight in the Cadbury portfolio and the second large starter
Cadbury Dairy Milk with a market share of 14%, Cadbury 5 Star moves
from strength to strength every year by increasing its user base.
Launched in 1969 as a bar of chocolate that was hard outside with soft
caramel nougat inside, Cadbury 5 Star has re-
invented itself over the years to keep satisfying
the consumers taste for a high quality & different
chocolate eating experience.

A pretty teenager; a long line and hunger!
Rings a bell? That was how Cadbury launched
its new offering; Cadbury Perk in 1996. With its
light chocolate and wafer construct, Cadbury Perk
targeted the casual snacking space that was
dominated primarily by chips & wafers. With a
catchy jingle and tongue in cheek advertising,
this 'anytime, anywhere' snack zoomed right
into the hearts of teenagers.

Raageshwari started the trend of advertising that featured mischievous, bubbly

teenagers getting out of their 'stuck and hungry' situations by having a Cadbury
Perk. Cadbury Perk became the new mini
snack in town and its proposition “Thodi si
pet pooja" went on to define its role in the

Cadbury Celebrations was aimed at
replacing Traditional gifting options like
Mithai and dry fruits during festive seasons.
Cadbury Celebrations is available in
several assortments: An assortment of chocolates like 5 Star, Perk, Gems, Dairy
Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in
5 variants, Almond magic, raisin magic, cashew magic, Nut butterscotch and


The super premium Celebrations Rich Dry Fruit

Collection which is a festive offering is an
exotic range of chocolate covered dry fruits and
nuts in various flavors and the premium dark
chocolate range which is exotic dark chocolate
in luscious flavors.
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.

The communication is based on the emotional route and the tag line says "rishte
paknedo" which fits with the brand purpose of strengthening your relationships
with something sweet.

Till 2007, Gems was largely speaking to
younger kids (less than 8 years of age). While
Gems became very popular amongst this age
group, kids crossing this age seemed to be growing out of it. With the intent of also
appealing to older Kids (aged 8-12 years) while being relevant to younger kids,
Gems launched Subru communication in 2008. Subru increased the fan following
of Gems in older Kids and turned out to be a very successful campaign.

In India, Cadbury Dairy Milk Eclairs has been the
most preferred brand in
the Eclairs category for years and has always been a
favorite with consumers.

Eclairs advertising over the years has talked about

the mesmerizing taste
of Eclairs because of the Cadbury Dairy Milk
chocolate it contains at its center. The 'Kar De Dil Pe
Jadoo' campaign illustrated this in a youthful college context. The Eclairs Crunch
variant has also had an encouraging response from both teens and pre-teens.
Currently, the chewy and the crunchy variants
are both enjoyed by the Eclair consumer.

On October 2008, Cadbury re-launched its Bournville brand of dark chocolates in
India. Relaunched- because the brand has been in Indian market for over 30 years.
But this brand was neglected. Bournvilla is being positioned as the finest dark
chocolate. The brand is currently promoted as the category innovator.

The brands says that one has to EARN this chocolate and not just buy it , referring
to the quality of this chocolate. Bournville is targeting not all customers. This
brand is for those who love chocolates. The brand is aiming the 20-30 yr old SEC

A segment. Because this product tastes differently from ordinary milk chocolates,
the brand will appeal to a select niche.

Cadbury Bites.
Cadbury Bytes was launched in 2004-05 as
Cadbury's foray into the rapidly growing
packaged snack market.
Cadbury Bytes is positioned as the 'only
sweet snack' in the world of salty snacks.
The proposition we have arrived at is
"Snacking ka meetha funda", where we take a
pot-shot at other snacks, by saying `Har snack
namkeen nahi hota'. The product is all about
breaking a cliché and teenagers identify with breaking stereotypes. The
new commercials- 'Tommy' and 'Villain', talk about breaking the

Cadbury was incorporated in India on July19th 1948 as a
private limited Company under the name of Cadbury-
Fry (India).Cadbury Bournvita was launched during the
same year.
It is among the oldest brands in the Malt Based Food /
Malt Food category with a rich heritage and has
always been known to provide the best nutrition
to aid growth and all round development.
Throughout it's history, 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 50 years.


Halls accounts for 50% of

international cough drop sales and is
the leading sugar confectionery
brand in the world. In
1930’s,the Hall brothers
invented its Mentho-Lyptus
formula, using a combination of
menthol and eucalyptus, and
began producing cough drops. The cough drops were introduced into the
US during the mid-1950s.Warner-Lambert recognized the potential of the product
and acquired Halls in 1964. In 1971, Warner Lambert began selling Halls under the
Adams family, and the first national television campaign was aired in the US &
the results were a resounding success.

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 innovative soft
bubblegum with a centre filled
It is filled with a high level of a great
tasting fruit flavored liquid that floods
your mouth instantly. Bubaloo is
currently available in two yummy flavors- Strawberry & Mixed
Fruit. The communication focuses on the "fun filled liquid centre" of

Bubbaloo and is anchored by “Bubba- the cat”, the international mascot
for the brand Bubbaloo.

Dairy Milk has always tried to keep a strong association with milk, with slogans
such as "a glass and a half of full cream milk in every half pound" and
advertisements that feature a glass of milk pouring out and forming the bar.
A campaign for the Fruit & Nut variety ("everyone's a fruit and nutcase") was
particularly memorable and featured the writer, radio and television personality
Frank Muir.

On 9 March 1976,
American singer Neil Diamond performed a concert televised throughout
Australia during which he did a humorous live commercial for Dairy Milk.
This concert, including the ad as a bonus selection, was released on DVD on
1 July 2008.

Objective of the study

1) To review the brand repositioning strategies of sub brands of

Cadbury in India.
2) Factors that lead to successful brand Cadbury.
3) To study consumer awareness & perception about the
brand repositioning strategies of Cadbury.
4) How Cadbury has expanded its target market from kids.

In India Cadbury has
believed in this quote
“Life full of Cadbury,
Cadbury full of Life “by
taking below points in to
1) Performance of product.
2) Quality
3) Understanding
business & colleagues
4) Integrity

Methodology Used

Population in which I have done my survey is the Kolkata

metropolitan area.
The sample size was 30.
I have taken selection sampling technique to choose the sample
from population.
Questionnaire formation and collection of data from the sample size,
analysis of the collected data using Pie-chart & Bar chart.

The relevant data was collected from secondary sources i.e.

Internet. For detailed analysis Cadbury India’s portal was studied
extensively. Also other source of information about Cadbury was referred
from Internet.




From the above chart, it can be shown that majority of market is being hold
by branded companies.

This graph shows the market leader is Cadbury.

The pie chart reveals that the consumption of chocolate is specifically large
is children and young groups.


From this graph, we can conclude within chocolate products, bar chocolate
has major share.

Within Cadbury product, Dairy Milk has most popularity.

People conceive Cadbury as “some Good feelings”, not just a chocolate,
which shows it has made a brand name which is beyond a product.


• Present dominance in the chocolates market to be maintained.

• Average sales to grow at least at 20% p.a. for the next 3 years, volumes by at
least 12%

• One new major product to be launched every year.

• With control over costs and reduction in relative depreciation charge for the
year, steadily increase margins.

Confectionery Industry
The confectionery industry in India is approximately divided into:
Hard-boiled candies
Eclairs & toffees
Chewing gums
Bubble gum
Mints and lozenges

The total confectionery market is valued at Rupees 41 billion with a volume

turnover of about 223500 tonnes per annum. The category is largely consumed in
urban areas with a 73% skew to urban markets and a 27% to rural markets.
Hard boiled candy accounts for 18%, Eclairs and Toffees accounts for
18%, Gums and Mints and lozenges are at par and account for 13%. Digestive

Candies and Lollipops account for 2.0% share respectively.

Overall industry growth is estimated at 23% in the chocolates segment and sugar
confectionery segment has declined by 19%. Cadbury with Dairy Milk, Perk,
Gems, 5 Star, Celebrations, Bytes, Dairy Milk Eclairs, Eclairs
Crunch, Mr. Pops & Halls brands is a key player in the chocolate, Eclairs,
lollipops, and mints segments.


As repositioning is one of the complex activities in the branding. Cadbury has been
doing it since long & is very successful in repositioning itself from a chocolate of
kids to a salary day sweet, a moment of great feelings & a great gift also.

A questionnaire for the survey of market of Brand Cadbury.

Respected sir/madam,

I, Rajib Roy, an MBA student of BRAINWARE BUSINESS SCHOOL, KOLKATA, WB, doing my
Final Research Project, so I will request you to fill up this questionnaire to complete my project.

Personal information:


Age: Below 10 10-15 15-20 20-30 30 above

1. What kind of chocolate do you like?

(A)Branded (B) Non-branded

2. If you like branded, which brand you like most?

(A)Cadbury (B) Nestle (C) Amul

3. Who eat chocolate in your family?

(A)Children (B) Young adults (C) Adults (D) Old

4. What is the frequency of purchasing chocolate?

(A) Daily (B) Weekly (D) Fortnightly (E) Occasionally

5. What form of chocolate do you like?

(A)Wafer chocolates (B) Bar (C) Panned chocolates (D) Lollypop

6. What do you think CADBURY as a product?

(A) Chocolate (B) Some Good feelings (C) A Great gift

7. Which CADBURY brand you like most?

(A) Dairy milk (B) Éclairs (C) 5-Star (D) Gems (E) Celebration (F) Bourneville

8. What’s your feeling with the product of Cadbury?

(A)Highly satisfied (B) Satisfied (C) Less satisfied (D) Not satisfied

Thank You




Kotler, Philip, marketing management,10th edition,prentice-hall of

india,new delhi,1999.