Case Code : CLCB065
Publication date : 2013
Subject : Consumer Behavior
Industry : Food and Beverage
Length : 05 Pages
Price : Rs. 100
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Cadbury, Dairy Milk, Kraft, Chocolate, Positioning, Dessert, Sweet
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This caselet discusses Cadbury India’s advertising strategy in positioning Dairy Milk as a compelling alternative to traditional Indian sweets as dessert. Supporters of this strategy claimed that as a market leader, Cadbury India was rightly trying to increase the overall chocolate consumption in India which would go a long way in driving the sales of Dairy Milk. Skeptics of this strategy pointed out that the positioning strategy would only go so far, and that the real boost to sales would come only from successfully coming out with new variants of the Dairy Milk product.
Cadbury India was the erstwhile Indian subsidiary of Cadbury Plc. Cadbury Plc., headquartered in Uxbridge, London Borough of Hillingdon, England, was the second largest confectionery maker in the world. It had a sales turnover of US$8.3 billion in 2009. A significant chunk of Cadbury Plc.’s business was generated from the emerging markets. Euromonitor International, a research firm based out of London, had reported that Cadbury Plc. derived 38% of its sales revenue from the developing markets. Its Indian subsidiary, Cadbury India, was a confectionery giant in India...
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