In life, the rule of thumb is don’t bite more than you can chew, unless it is a Cadbury chocolate bar. Cadbury is arguably one of the most famous chocolate companies in the world. Many would even say that when they hear the word chocolate, they automatically associate it with Cadbury.
So, this article will look at a brief Cadbury case study.
We all have heard and tasted Cadbury’s Bournville, right? Well, it was in Bournville, United Kingdom, where Cadbury’s most successful brand, Cadbury Dairy Milk was incorporated in 1905. Without any surprise, by the year 1913, Dairy Milk became Cadbury’s most-selling brand and the reason for every chocolate lover’s smile. This made Dairy Milk a brand leader in the 1920s.
Cadbury is not just a company that manufactures and sells delicious chocolate bars. It believes in ‘Working together to create brands people love’. So, this has enabled Cadbury to instil a wide range of emotions, such as shared values, family togetherness, enjoyment, and most importantly, goodness, into their products.
We all have grown up eating their tasty products, such as 5-Star, Perk, Temptations, Fruit and Nut, Crackle, and our all-time favourite, Gems. Just even thinking about these has made our mouths water, right?
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Let’s have a look at the journey of what made Cadbury the first choice when it comes to chocolates in India. Cadbury entered the Indian market in 1948, and just like how it would be to enter any new market, they faced a mountain of different challenges.
Before entering the market, Indians were accustomed to enjoying their traditional sweets, and considered chocolates to be a part of western culture. So, getting the Indian people accustomed to their chocolates was a tedious task.
However, Cadbury was always confident in its taste and wanted that to be its unique selling proposition (USP). That made them add the image of milk being poured into the Cadbury’s Dairy Milk chocolate block. This proved to be a huge success, even to date.
Cadbury struggled with brand stagnation in the 1990s because the consumers perceived them to be a brand for children. So, the target audience of Cadbury was limited. They even faced fierce competition from Nestle, which emerged as a strong competitor towards the end of the 1990s, as they introduced Kit Kat to the world.
This pushed Cadbury to completely change its strategy and beat the competition to reach the top once again. However, in the year 2003, Cadbury faced another major setback. Many chocolate packets of Cadbury Dairy Milk were found to be infested with worms. This created a huge sense of panic and people started to move away from buying Cadbury Dairy Milk.
The company needed a solution, and they needed it quickly. So, to avoid further infestation, Cadbury started using double packaging for its Dairy Milk chocolate. They started wrapping the chocolate bar in aluminium foil sealing it from all sides. The larger chocolate bars were packed in poly-coated aluminium foil, heat-sealed, and wrapped.
Cadbury also wanted a face that is trusted by every Indian to be the face of the company. So, they got one of India’s biggest superstars, Amitabh Bachchan, and created many successful advertising campaigns to instil a sense of trust in them and being everyone’s favourite once again.
