How many of us like Dairy Milk? Or how many of us like chocolates? Yeah right most of us especially Cadbury. Why do we like Cadbury or why does Cadbury have the biggest market share in India/ What marketing strategies Cadbury applied to win over the India market?
About the company
Cadbury was established in the year 1824 by John Cadbury. It is a British multinational confectionery company owned by Mondelez International. It came to India in the year 1949 revolutionized the way Indians see chocolate. Cadbury’s headquarters is located in Uxbridge, London, England and its head office in India is located in Indiabulls Finance Centre, Parel, Mumbai, Maharashtra. Their annual profit for the year 2018 was 315 billion dollars.
Tagline – “Taste Like This Feels“
- It was started as a chocolate drinking business.
- They made chocolate for Queen Victoria.
- Ration Chocolate was sold during World War II.
Marketing Strategies Of Cadbury
Till 1990s chocolate was only consumed by small kids and Cadbury wanted to change the way people see Chocolate. So they released an advertisement ‘Real Taste Of Life’. After that, even teenagers started consuming Cadbury.
After studying the Indian market they realized that India was a country of festivals. So they decided to launch a campaign called Shubh Aahram where they replaced sweets with chocolates. They even had heart-shaped boxes to show your love for your family.
Meethe Mein Kuch Meetha Ho Jaaye
This was the second campaign launched by Cadbury in India wherein they had already conquered the gift market. With this campaign they wanted their consumers to consume Cadbury whenever they craved sweets.
In 2016 Cadbury launched advertisements where they introduced different products like Cadbury Dark, Cadbury Smooth, Fruit N’ Nut. They understood that different people have different tastes. To satisfy every customer they launched new flavors. Cadbury bubbly was a huge success.
One of the main reasons Cadbury’s success in India has been because of its pricing strategy. They understood that India is a price-sensitive market so they had to price according to that. To reduce the price Cadbury started cocoa cultivation in India in the year 1965.
These were the marketing strategies Cadbury used to win the Indian market. Hope this was beneficial and cleared all of your doubts. If you liked it please share it with your friends and family. Please leave a comment down if you feel I missed out something.