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The Untold Strategies of DAIRY MILK to RULE The Chocolate Industry !

Do you know that Cadbury did not started its business as Chocolate company rather in the beginning it was making Chocolate shakes and it was meant to help people to come out of Liquor addiction . Now the question is how can a company which is meant to help people come out of Liquor addiction make a chocolate brand and earn more than 1.2 Billion Dollar each year in India . Cadbury’s Turnover registered a consistent 10% growth each year however the profit of the company rise exponentially since in 1st Quarter only the profit increased by 297% rising the profit to 1000 Crore . The success story of Cadbury Dairy milk is even more interesting since normally doctors don’t recommend to eat chocolate for cavities in teeth , still Cadbury dairy milk holds more than 70% margin in Chocolate industry . So , what exactly are the strategies that Cadbury followed to establish itself as the leader . Let us understand in this video ! In early 1824 , 5 out of 10 people in Birmingham , which is a city in UK , were dying for consuming Liquor . John Cadbury conducted a survey and found out that people drink Alcohol because of its adddictiveness , So he tried to make an alternative for Liquor which can replace alcohol but at the same time it must be healthy . So he came out with a chocolate drink . As soon as he lunched it in 1984 , people liked it a lot and soon after that Cadbury lunched 16 new variant of chocolate drink . It was a huge success because it was 7 times more addictive than liquor . George Cadbury , who was the 3rd Son of John Cadbury realised that the chocolate drink business is not good enough to grow the business so he tried to find an alternative for this . While experimenting with his product he noticed that a thin layer of chocolate was was deposited at the bottom of the chocolate drink if it is allowed to dry . He fine tuned the recipe and came out with the 1st version of Cadbury Dairy Milk and this is how Cadbury dairy like was born . Cadbury entered India in 1948 and in the initial phase it was giving good margin to distributors so distributors and shop keepers are very happy to sell it and business was growing slowly until 1992 . Everything was going well till 1992 , when Cadbury’s image was hit for damaging kids health . In 1992 the sales of Dairy Milk crushed by 30% because doctors suggested not to eat dairy milk , since it was causing Cavities in teeth . Suddenly the business of dairy milk collapsed and people did not want to buy chocolate anymore . This is where Cadbury came out with its “Width Expansion Strategy . Now what is Width Expansion strategy . After analysing deeply Cadbury understood 2 problems with its business model . 1st problem is that while the consumer of the chocolate is kids but the buyers of the chocolate are the parents of their kids . Dairy Milk did not targeted to attract the parents in their previous campaigns which resulted in resistance from the parents to buy chocolate , specially since it is not recommended by doctors . So , Cadbury came out with its new campaign for the parents . This is the same reason , why you see Mc Donald and KFC advertise their affordable family meal . By advertising for family meal they attract the kids and by the lowest price they attract their parents . The 2nd issue with Cadbury’s business model is the bandwidth of the product . Dairy milk is not targeted to adults which is why the overall market share is limited . Now Dairy Milk came up with new campaign targeting the youth and making it a symbol of gift for young India. So now if there are 10 Crore Kids are there in India and Cadbury had 50% Market share it can sell 5 Crore chocolates but since it adds youth also the market size increased . Imagine the no of youth are 20 Crores so the revised market size becomes 30 Crore . Now with the same 50% market share Cadbury can sell 15 Crore chocolates . But the problem with the Width expansion strategy is the competition of Cadbury . Think about this , when you go to buy a dairy milk , it is small compared to its competitors like Munch which has a bigger size . So customers attract towards munch and dairy milk faced challenges with its competitors . To address this Cadbury lunched a new product which is known as Perk today . Everything was going smoothly and Cadbury was expanding its horizons till 2003 when Cadbury was hit by another major challenge which changed the way Cadbury Operates today. A report came explaining that insects found inside Dairy Milk . Soon every news paper headlining this matter . Discussion started if the insects were there from the Dairy milk factory or it was developed during storage .