Stages of Product Life Cycle of Dairy Milk: =About Dairy Milk- - Cadbury chocolates was founded in 1824. - Launched Dairy Milk in 1905 in UK and in 1948 in India - Target market: Kids to Adults - Major competitors – Amul, Nestle. =Timeline - 1905 – Launches onto the market. - 1913 – Best selling line. - Mid 1920s – Becomes UK brand leader. - 1928 – Fruit & Nut is introduced as a variation of Dairy Milk. - 1933 – Whole-Nut is added to the Dairy Milk family. - 1948 – Cadbury Dairy Milk is sold in India. - 2004 – Dairy Milk is re-launched with the new and modern pack design. - 2005 – Cadbury Dairy Milk celebrates its 100th birthday. =Stage 1: Introduction - 1905 – Cadbury launches onto the market. - Positioned as ‘Unique Milk chocolate with far more milk and creamy taste’. - In the 1980s, it was positioned as ‘the perfect expression of love’, - ‘Sometimes Cadbury can say it better than words’. - During the early1990s, emphasised its international identity, the ‘Real taste of chocolate’. - Re-positioning was done in 1994, to the ‘free-child’ in every adult. =Stage 2: Growth - In 1998, growth for the brand dealt with popularising consumption in a social context. Especially in more traditional settings like weddings. - The brand penetrated into smaller towns and sales volumes grew by 40%. =Stage 3: Maturity - Sales declined up to 30%. - They had to recall a batch of chocolates. - Cadbury rebuilt the trust of people by launching new projects. - Redesign of Packaging. - Focus shifted to taking the concept in 2004 with Amitabh Bachchan. - In 2010, ads that have brought back the old charm of Cadbury Dairy Milk with its very interesting insight of mixing the traditional with the new age. =Conclusion - It has adapted itself to the Indian market quite impressively. - Different Promotional Strategies in different stage. - With its latest product, it is holding more than 70% in the market of in India. - Cadbury Dairy Milk has done it all because of the emotional connect it established with the consumers. - Its communication has always showcased its values and personality. =Thank You ;) Shruthy Ajith