I visited my
home last week to celebrate Diwali with my family. After all the celebrations,
I realized we had a variety of sweets given by my relatives and neighbours.
While most of it was Soan Papdi (of course), one of the many boxes of sweets was
a box of Cadbury Celebrations. I began wondering, how did a chocolate company
find its place in this country with endless kinds of
sweets already?
Cadbury has
come a long way from just some chocolate manufacturing company to India’s
largest chocolate brand, with many product lines catering to different population segments.
How did
Cadbury become so huge? Well, to understand this, let us look at Cadbury’s
journey.
John
Cadbury, the founder of Cadbury, opened a grocery store in 1824 in Birmingham
where he sold cocoa and a chocolate drink which he prepared by himself. Not
many people know the reason why Cadbury started his chocolate business. John began to it to reduce alcoholism by replacing alcohol with better alternatives.
Cadbury introduced many products like chocolate bars, easter
eggs, and Turkish Delights in the coming years. In 1905, the company
introduced the famous Dairy Milk chocolate bar.
Now, this
was all happening in the UK. Cadbury entered the Indian market right after our
independence, that is, in 1948, and it was a success! Well, it was not just a
stroke of luck that the company entered a new market and found success; Cadbury understood the Indian culture and needs very well and used strategies
accordingly to become successful.
Coming back
to my question, “How did a chocolate company find its place in this country
where there are endless kinds of sweets already?” It exercised a thoroughly planned positioning strategy and relatable ad
campaigns.
When the
chocolate brand was initially launched, it targeted
children. While the company saw growth, some people were concerned about their children’s oral health. Reports said excessive late or sugar-filled confectionaries were harmful
to teeth as they cause tooth decay and other issues.
So, Cadbury
positioned itself as a brand that catered not just to children but also the
youth. How did it do it? It did so through a good quality and relatable ad
campaigns.
It came up
with its famous ad campaign – “Asli Swad Zindagi Ka”, for the youth,
where a girl joyously dances in a cricket stadium to celebrate her friend’s
batting. Cadbury also reprised this famous ad recently where the roles were
switched, and a guy is joyously dancing with a Cadbury chocolate bar in his hand
to celebrate his friend’s batting in the stadium. The campaign then became a
huge hit. The youth of India started consuming more and more Dairy Milk. Not
just this, Cadbury capitalized on giving sweets whenever we celebrated
something. Like whenever we started something new, passed our exams, got good
news, or anything where we would buy a sweet, Cadbury positioned itself in such
a way that we would buy Cadbury chocolates as sweets.
It
introduced many ad campaigns like “Shubh Aarambh” and” Kuch Meetha Ho Jaye”, among
others, with famous personalities like Shah Rukh Khan and Amitabh Bachchan, which
still resonate with Indian Households.
Cadbury
launched various product lines to cater to different consumer segments. Cadbury
Bournville was introduced for premium chocolate consumers, Cadbury Silk with
its limited edition Valentine’s Special was introduced for the youth, Cadbury
Celebrations was just for the Festive market, and so many more.
Today, Cadbury has a share of 65% of the chocolate market in India. It has a product offering to every consumer class in India, like chocolates, malt-based milk drinks, chocolate milk drinks, biscuits and many more.
Manan Duggar
A curious mind, interested in Technology, Cosmos and anything under the big blue sky.
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