Sales

A sale is the act of selling a product or service in return for money or other compensation. Signalling completion of the prospective stage, it is the beginning of an engagement between customer and vendor or the extension of that engagement.

Cadbury brand owner Mondelez International is investing heavily in sales and route-to-market expansion in India, a priority market for the American food giant where sales have slumped to their lowest since 2005.

"We increased our sales infrastructure with one lakh visicoolers in the market and the company took big strides by expanding into rural India and reaching seven states in 2013," a spokeswoman for Cadbury India said.

According to data provided by Mondelez, its India business grew in the "low-teens" in 2013. It was 21% in 2012 and over 30% in the preceding years. Cadbury India attributed it to economic slowdown, increase in commodity prices and the depreciation in the rupee.

Although India is one of the fastest growing markets for chocolates, domestic sales of the commodity have fallen with consumers spending less due to the economic slowdown. In 2013, growth in overall food segment slowed to 11.6%, from over 17% in the previous year, data showed.

Holistic or Sustainable Marketing

Ethical behaviour and corporate social responsibility can bring significant benefits to a business. For example, they may:

• attract customers to the firm's products, thereby boosting sales and profits
• make employees want to stay with the business, reduce labour turnover and therefore increase productivity
• attract more employees wanting to work for the business, reduce recruitment costs and enable the company to get the most talented employees
• attract investors and keep the company's share price high, thereby protecting the business from takeover.
• a lack of corporate social responsibility, by comparison, may damage a firm's reputation and make it less appealing to stakeholders. Profits could fall as a result.

Along with good corporate governance, ethical behavior is an integral part of everything that Cadbury Schweppes does. Treating stakeholders fairly is seen as an essential part of the company's success, as described here: 'A creative and well managed corporate and social responsibility programme is in the best interests of all our stakeholders - not just our consumers - but also our shareowners, employees, customers, suppliers and other business partners who work together with us.'

Ensuring that employees understand the company's corporate values is achieved by the statement of 'Our Business Principles' which makes clear the behavior it seeks from employees.

Cadbury Schweppes' good practice was recognised when it was voted one of the 'most admired companies for community and environmental responsibility' by Management Today magazine in 2003. It was also ranked second in the Food and Drink sector in the Business in the Community 'Per Cent Club' Index of corporate giving for 2003, with an investment in the community of around 3of its UK pre tax profits.

Ethics at work

The supply chain and distribution process

This describes the way in which raw materials are sourced and transformed into final products and delivered to customers. Cadbury Schweppes has direct control over what happens in the transformation stage of its own process and can also influence the behaviour of suppliers and distributors. For example, it performs due diligence on potential suppliers by requesting them to complete a questionnaire prior to engagement.

This enables Cadbury Schweppes to monitor a supplier and check they adhere to stringent standards in particular criteria. One criteria, for example, may be the environment and the questionnaire allows the supplier to express whether they carry out audits or have an environmental policy.

a) Dealing with suppliers

Cadbury Schweppes deals with tens of thousands of suppliers around the world and aims to work closely with them to ensure they receive fair treatment.

In the case of cocoa farmers for example, Cadbury Schweppes is a member of a global coalition, which is comprised of industry, governments, non-government organisations and special interest groups created to improve working practices on cocoa farms. The coalition has funded independent surveys into cocoa farming in West Africa that have contributed to the development of programmes to help local communities. In 2003, the coalition also established a foundation, the International Cocoa Initiative - Working Towards Responsible Standards for Cocoa Growing, which aims to support field projects and will act as a clearinghouse for best practices to ensure that cocoa is grown responsibly.

The work of the coalition, however, is only one way to support cocoa farmers and their families. Another practice is Fair Trade. Under this scheme cocoa is paid for at a fixed minimum price with a premium going to the farmer co-operatives in exchange for using the Fair Trade logo and accreditation. Presently, a modest amount of cocoa goes to the Fair Trade market. This scheme works best when farms have access to communications and warehousing facilities. Many farms, however, are family owned operations in remote areas and access to a Fair Trade co-operative group may be difficult so the coalition is working to ensure these farms can benefit from the work that it does.

It is Cadbury Schweppes aim to help all cocoa farmers improve their standard of living by helping them develop sustainable crops of quality beans. In Ghana, for example, where Cadbury Schweppes buys most of its cocoa, the company supports farming communities through programmes on sustainable tree crop management and building wells for drinking water.

b) Manufacturing

As a major international company Cadbury Schweppes recognises its environmental responsibilities and the need to care for its workforce, local communities and all those who may be affected by its activities. For example, its environmental responsibilities include:

• treating waste water prior to disposal
• looking to improve its energy efficiency
• controlling the release of gases into the atmosphere.

c) Distribution - to wholesalers and retailers

The company aims to keep within acceptable limits the fuel consumption and air emissions that result from transporting its products. In the UK, for example, drivers are trained in the most efficient ways to operate their vehicles, which are also regularly maintained to keep them running at optimum efficiency.

d) Dealings with consumers

Cadbury Schweppes is committed to providing a range of high quality treats, refreshments and confectionery based oral care products which are marketed truthfully, labelled clearly and meet the highest safety standards.

For that reason the Cadbury Schweppes corporate social responsibility agenda now reflects growing consumer interest in issues of diet, nutrition and healthy lifestyle, and the way brands are marketed, especially to children.

The company also believes it is important to be open about its activities so its stakeholders can measure its success. Information is readily available in its reports and on its website regarding its progress in: community initiatives and employee volunteering and also environmental impact.

Analyzing Business and Consumer Markets

The business market consists of all the organizations that acquire goods used in the production of other products that are sold to others.

Consumer behavior is the study of how individuals, groups and organizations select, buy, use and dispose of goods, services, ideas or experiences to satisfy their needs and wants.

Cadbury is such a company that does not operate B2B but only B2C.

Branding

A Brand is a name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

Brand Equity is the added value endowed on products and services which is reflected in the way consumers think, feel, and act with respect to the brand, as well as in the prices, market share and profitability the brand commands.

BRAND DYNAMICS PYRAMID

Segmentation, Targeting and Positioning

SEGMENTATION

Cadbury Dairy Milk Silk cannot connect with all customers in large, broad, or diverse markets. It has to divide such markets into groups of consumers or segments with distinct needs and wants.

Segmentation can be defined as a marketing strategy that involves dividing a broad market into subsets of consumers with common needs and wants. 

TARGET MARKET

POSITIONING

The product Cadbury Dairy Milk Silk has been positioned as a high end product. 

Over the years Cadbury Dairy Milk has positioned itself as an all-time favorite chocolate that is meant for all irrespective of the age, class and gender. It has been always marketed as a chocolate having the contemporary taste but which is affordable, with several variants to select from and over the time it has been trying to position itself as an alternative to the traditional Indian sweet.

But with the entry of Cadbury Silk it has tapped the premium range. Silk is a premium variant of dairy milk and aims to give an upmarket stretch to the core brand.

The positioning of Silk is 'Smoother, Creamier and Chunkier'. The communication focuses on the experience of eating chocolate with childlike innocence and unabashed joy. The tagline 'Have you felt Silk lately?' tries to give a refreshing feel to the entire experience of chocolate eating.

India is a constantly evolving market as far is modern trade is concerned. While retailers are working on modifying formats, offerings and positioning, the shopper is seeking more value in everything he purchases. This has led to the emergence of specialty formats at the top end, in the form of gourmet stores. As a result, for our set of premium offerings, the demand for Cadbury Silk has grown constantly. The consumer who purchases silk for the first time will consume it only for the craving for the silk chocolate. The ads influence the audience to a great extent and the tempting product got the audience to drool over the chocolate.

Designing and Managing Integrated Marketing Communications

Developing Effective Communications

Identify the target audience: 
The target audience for Cadbury Silk is the youth and the growing population.

Determine Communication Objectives:
Category need
Brand Awareness
Brand Attitude
Brand Purchase Intention

Design Communication Objectives:
Message Strategy
Creative Strategy

Select the Communication Channels:
Personal Communication Channels
Non Personal (Mass) Communication Channels
Integration of Communication Channels

Establish the Total Communications Budget:
Affordable Method
Percentage of Sales Method
Competitive-Parity Method
Objective-Parity
Objective-And-Task Method
Communication Budget Trade-Offs

Designing on the Marketing Communications Mix:

The marketing communications mix consists of:

Advertising

Cadbury launched Cadbury Dairy Milk Silk with a big bang.

Their first promotional ads were:

After the product was well over the introduction stage, they started with these ads

Sales Promotion

There was a promotional offer recently where Bournville was given free with a Cadbury Silk

Interactive Marketing

There was a campaign by Cadbury called ,"Say it with Silk"

Cadbury Dairy Milk Silk had launched a new campaign that urges you to ‘Say it with Silk’. Calling all Silk buffs – also affectionately referred to as ‘Silkaholics’ – the chocolate brand had thrown up a mystery around a new machine, which it says will soon come to a store near you and help you say it with Silk. Yes, you can actually select a message and have it etched on a bar of Silk for that special someone!

Though the customized Silks was only available at Magnet hypermarket in Mumbai for now, the brand said that more stores would have it soon. For ‘Say it with Silk’, the brand had chosen social media platforms to create the excitement and buzz, prior to revealing the new feature. Fans had been invited to guess what this new machine will do to help unveil the mystery. In fact, it was the trend #SilkMystery on Twitter that caught my attention last week.

Unraveling the #SilkMystery

Just days after sharing a social experiment to see the ‘Silk Effect’ produced by a Silkaholic in an elevator, the Facebook wall began its Silk mystery journey. A cover page that claimed, “It’s not a bird. It’s not a plane. It is something we have never seen before’ was soon accompanied by a picture update of a strange machine found by a bunch of Silkaholics.

Soon visual updates followed comparing the strange machine with Alexander Graham Bell’s lost invention, the telegraph and was even suspected to be from outer space. Another similar machine was found again, while the fans’ guesswork continued. An innovative fan’s guess also included ‘Bamboocopter from Doraemon’!

Finally on the 1st of September, a drawing of the machine was revealed, after being unveiled bit by bit every day. The visual was accompanied by a message that the machine is coming soon to a store near you, so you can say it with Silk.

A few days later, the wall shared a picture of a Silk bar etched with ‘Have an Awesome Birthday!” As you can see, the post has received more than 25K likes and has been shared more than 1000 times.

The campaign was also extended onto Twitter. Users were asked to tweet with #SilkMystery and share their ideas on the machine. After the simultaneous updates on Twitter with the eventual reveal, the handle began a contest with gift hampers to be won. Twitter users were invited to tweet funny and witty messages to their best friends using the hashtag #SayItWithSilk.

‘Say it with Silk’ sees an innovative launch

The buildup to the launch of the ‘Say it with Silk’ feature on social media is a cool one. Building up a mystery around a strange machine, asking fans to guess about its purpose and coupling it with cool teaser updates to eventually unravel the possibility of a customized Silk, has not only spread excitement but it has also got the community engaged and involved in the new offering by the brand. In one word, I’d say the campaign is ‘awesome!’

‘Say it with Silk’ has made good use of social media platforms to introduce the new feature, especially when it has 2.8 million fans on Facebook and more than 6K followers on Twitter. The use of Facebook for the visual storytelling bit and Twitter for getting people to gossip, is creative and clever.

You can say it with Silk only today and tomorrow and that too only at Matunga in Mumbai, however, until the Silk machine is available at a store near you, you could buy the regular Silk and say it with a greeting card!

Distribution

Successful value creation needs successful value delivery 

Channel Member functions

• Gather information about potential and current customers, competitors, and other actors and forces in the marketing environment.

- Cadbury keeps a tab of all the foreign chocolate brands which enter the market. It also keeps an eye out for its major competitors Amul and Nestle in the competitor category.

   Silk keeps a watch on the in-house competition which is Dairy Milk.

• Develop and disseminate persuasive communications to stimulate purchasing

- Cadbury Silk has launched successful ad campaigns which helps to stimulate purchase.

They also have an android app called Silk a little which influences post-purchase behavior.

• Provide for successive storage and movement of physical products

- Cadbury provides Chocolate Dispensers for the careful handling of its chocolates. In case of Silk, refrigeration is a must.

Channel Levels

Cadbury follows a 1-level consumer marketing channel. 

Product Pricing

Steps in Setting a Pricing Policy

Step 1 :- Selecting the pricing objective

For Cadbury Dairy Milk Silk their major pricing objective has been PRODUCT-QUALITY LEADERSHIP.

With Cadbury Dairy Milk already a market leader, Silk aimed to target the luxury market segment. Hence it strives to be affordable luxury as it is known by its:

Perceived Quality -  Rich, creamy and smooth 
Taste - Gives a melt in the mouth experience
Status - It has achieved this status by pricing it just high enough not to be out of consumers reach.

Step 2 :- Determining Demand

The higher the price, the lower the demand.
Price Sensitivity: Customers are less price sensitive to items they buy infrequently.
Hence the demand curve for Silk will be 

Step 3 :- Estimating Costs

Variable cost of Silk varies as per the price of Cocoa, milk and butter. It varies directly with the level of production.


Step 4 :- Analyzing Competitors Costs, Prices and Offers

As there are only foreign brands which compete with Cadbury Silk, So the competitor cost hardly affects the price of Silk.


They recently came up with an offer in order to sell both Cadbury Silk and Bournville.

Step 5 :- Selecting a Pricing Method

Cadbury Silk adopts a PERCEIVED-VALUE PRICING.
They base their price on customers perceived value of the product.

Step 6 :- Selecting the Final Price

Estimating the production cost clubbed with high image benefit that it portrays in the consumers mind, is the way how Cadbury Silk decides its price.

Link Price with Consumer Decision making process elements

Customer value component




Competition/identity factor

As Cadbury Silk does not have any major competitor in India as far as its pricing is concerned, so the price of any other chocolate does not directly affect Cadbury Silk.

Industry Life Cycle Stages

The chocolate industry life cycle is in the maturity stage. But the introduction of Silk has started a new trend of premium chocolates in India. Due to this, Cadbury Silk is still in the growth stage. Pricing thus has a huge effect on the chocolate industry.  

Product Features

Silk is creamier, smoother, and tastier and gives a melt in the mouth experience to the customer. It is chunkier, with a soft center and so is priced heavily as compared to other chocolates. It is high on the image benefit. The image that Silk portrays is that it targets only the high-end consumer. Hence it is deemed as a premium product.

Product Systems and Mixes

A product system is a group of diverse but related items that function in a compatible manner. 
A product mix also called a product assortment is the set of all products and items a particular seller offers for sale. A product mix consists of various product lines. Here is where the company creates different brands and variants.

A company's product mix has certain width, length, depth and consistency.

Width refers to how many different product lines Cadbury carries : 5
Length refers to total no. of items in the mix : 15
Depth refers to how many variants are offered of each product in the line : 
Consistency describes how closely related the various product lines are in end use.

Product Hierarchy

Each product is related to other products to ensure that a firm is offering and marketing the optimal set of products.

Product Levels

A product is anything that can be offered to a consumers to satisfy a requirement. If there is no requirement, the product creates a requirement. Cadbury Silk is one such product. The chocolate industry is already saturated with all kinds and varieties of chocolates. There was no need as such for this product. But this product was created because Dairy Milk had reached its maturity stage in its Product Life Cycle. How long can a marketeer offer the same product to the consumer? Today customers want more and expect more from a brand. Hence the launch of Cadbury Silk.

To create a sub-brand of Cadbury Dairy Milk that sells at 11 times the price was an onerous task for the company. Fortunately premiumisation gathering steam over the last few years with more affluent shoppers helped its case. In a lot of ways the legacy of the successful parent brand has been a double-edged sword, according to market experts. However, a major challenge that such a sub-brand of an existing successful brand has to tackle is how not to alienate lovers of the base product, who have a palate memory that is as old as their childhood. Or how not to vacate a very large and precious space occupied currently by Cadbury Dairy Milk. 

"Cadbury Dairy Milk extended chocolate consumption to firstly, the adult segment, and secondly, to all the different occasions for which meetha (sweets) used to be consumed in the Indian context, in a sense "re-positioning" chocolate in the mind of the consumer." With such a successful core brand, it is indeed a challenge to sufficiently differentiate an extension in the same category, price it at a premium point, and make it a success.

5 Product Levels of Cadbury Dairy Milk Silk

• Core Benefit: The benefit the customer is really buying. Silk provides the core benefit of satisfying hunger and cravings for a chocolate.

• Basic Product: The core benefit of hunger and craving is transformed into the ingredients the chocolate- Silk  includes: milk solids, cocoa, butter etc.

• Expected Product: The minimum set of expectations and attributes which a consumer expects when he purchases the product. It should be tasty, heavy and creamy chocolate.

• Augmented Product:  The marketeer prepares a product that exceeds expectations. They have differentiated the product from the competitors as well as Dairy Milk itself by making it a rich, smooth and creamy chocolate which gives a melt in the mouth experience to the consumer. They have also added variants such as roasted almonds, fruit n nut and orange peel.

•  Potential Product: This encompasses all the possible augmentations and transformations the product or offering might undergo in the future. Here companies search for new ways to satisfy customers and distinguish their offering.     

Linkage between 3 C's model and 5 Product Levels

Customer: Core benefit and Basic product falls into this category. The core benefit of the chocolate is to satisfy hunger and provide taste to the customer. The basic product chocolate includes milk solids, cocoa, butter etc. which helps in providing energy that satisfies hunger of a consumer. 

Company: Expected Product and Augmented Product falls into this category. The company formulates the product in such a way as  to cater to the customers expectations.
The consumer expects the product to be creamy, tasty, yummy, heavy and well-packaged.
Augmented Product exceeds the customers expectations. It differentiates itself from others by its different brand positioning. Silk was positioned as a Melt in the mouth experience chocolate. The ad in itself created a craving for consuming that chocolate in the customers mind.

Competitor: Augmented and Potential product falls into this category. Augmented product differentiates itself from its competitors by positioning the brand differently. Galaxy is offering a similar silky smooth chocolate at a cheaper price which can pose a stiff competition to Cadbury Silk. Potential products when created by competitors poses a stiff competition to the core brand.

Product Mix

Cadbury Dairy Milk Silk

4P's and 4A's of Silk

Product -> Acceptability

A product is a tangible good which arrives from a requirement. Cadbury Silk creates a requirement. Any consumer purchases a chocolate only when he craves for it.

The marketeer creates a product, but it is on the consumer whether he wants to accept it or not. Here it is the seekers requirement who wants to buy or consume the product. But in this case there was absolutely no demand for Silk as Dairy Milk had already satisfied the need for a chocolate. But, the introduction of a smooth rich and creamy chocolate has created a requirement in the consumers mind. Cadbury Silk helps in fulfilling this requirement.

Price -> Affordability

Silk is a variation or a modification of the Original Cadbury Dairy Milk. It is made by mixing more amounts of milk solids to arrive at a creamier texture and softness. Due to large amounts of milk solids present in Silk, it is priced higher and targets the high-end consumer.

Hence it is not easily affordable.

The marketeer has priced the product at Rs. 55 for 65 gms and it is now on the consumer/buyer who purchases it whether the product is affordable or not. Usually the buyer looks for a product that fits his price range. Silk, though priced higher commands price which is worth its value. It provides the buyer an image benefit which is luxury.

Promotion -> Awareness

Cadbury spends a lot on the promotions of its products. The awareness created for Silk was so high, that it created a very strong urge in the consumers mind to try the product. As it was a premium product its introductory ad  The first ad that was launched of Silk created a very strong urge in the consumers mind to purchase the product.

Purchase deals in India today are driven by 'in-store behavior' that is an offshoot of the role of the category in the life of the shopper. The impact of deals and promotions varies with the consumer's involvement in the category. In high involvement-high connect categories, the brand's equity heavily outweighs promotion/price off's. Although deals and promotions are important footfall drivers for certain key value items, when in a store, shoppers tend to purchase non promoted stocks. This is also because across categories the promoted range is well within 1/5th of the overall sales. A good amount of ad spend goes on in-store kiosks.

Place -> Availability

For Silk, retail factor plays an important role. It can only be offered in places that have an air conditioner or a refrigerator. As a result, the company has targeted only the top 35 cities and about 30,000 outlets. It caters to a different type of audience. Which leads to the conclusion that Silk is not targeting the masses but only the SEC A and SEC B shoppers who are especially seeking premium products. As a result, for the set of premium offerings, the demand for Cadbury Silk has grown constantly.

Life Cycle

Because economic conditions change and competitive activity varies, companies must normally reformulate their marketing strategy several times during a products life cycle. Technologies, product forms, and brands also exhibit life cycles with distinct stages. The stages are usually introduction, growth, maturity and decline. Most products today are in their maturity stage.

Brand Life Cycle

Cadbury as a brand had saturated the market with its Shubh Arambh ads and Kuch Meetha ho jaye. The consumer was asking for more. In order to bring a variation in the product range and to drive sales, Cadbury decided to launch Silk. As cadbury had not ventured into the premium range and all its products were targeted at the cost-conscious consumer, Silk was the perfect solution.

Product Life Cycle

Cadbury Silk is still in in its growth stage. It was launched in 2010 with just one variant the plain old chocolate flavour. as consumers started accepting the product, they launched a wide array of three variants - roasted almonds, fruit n nut and Orange peel.



Industry Life Cycle

Th chocolate industry has reached its maturity stage. this is the main reason why many foreign brands are being launched in India every month. With a great influx of variety in this segment, the Indian consumer has a huge array of choices.

Competition

The emerging Indian shopper is posing a huge challenge to the marketers. Brands are grappling on how best to reach this emerging and evolving Indian market.  While retailers are working on modifying formats, offerings and positioning, the shopper is seeking more value in everything he purchases. This has led to the emergence of specialty formats at the top end, in the form of gourmet stores. Additionally, relatively premium retailers are formulating innovative deals and promotions to drive purchases.

Shoppers today are more aware and willing to experiment. The SEC A and SEC B shoppers are especially seeking premium products. Cadbury India, the chocolate and confectionery major is cracking the code of the emerging shopper. As a result, for our set of premium offerings, the demand for Cadbury Silk has grown constantly.

Customer Decision Making Process

Customer Perceived Value

Customer Perceived Value

Customer perceived value is the difference between the prospective customer’s evaluation of all the benefits and all the costs of an offering and the perceived alternatives. - Kotler

Total Customer Benefit:

Total Customer Cost:

Cadbury's Silk Route

Marketing in the layman’s language is the process of communicating the value and features of a product to the consumers. But American Marketing Association (AMA) defines marketing as, “Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”

Marketing in the world today has changed the consumer mindset. It has learnt to create a need for a product where there is no need. It is like selling a chocolate to a diabetic patient. With such a huge choice in brands the consumer has a large variety to choose from. All products are distinct from each other through its various features which helps the consumer to distinguish from the brand. Today the products are a part of the consumer’s personality. 

Cadbury Dairy Milk, a dominant leader in the volume segment, decided to strengthen its presence in the value market as well. The new initiative was in the premium segment with the launch of Cadbury Dairy Milk Silk, a brand priced at Rs 49 for 69 grams and Rs 99 for 160 grams available in Milk chocolate, Roast Almond and Fruit & Nut variants. The company aimed to position Silk as ‘smoother, creamier and chunkier.’

The rationale for the launch was simple: distinct products add to growth. To instill distinctiveness in Silk, the company paid keen attention to the recipe. Typically in India, Dairy Milk contains more cocoa-butter than milk-butter as the latter melts at higher temperatures thus making it more conducive for India . The reverse is true in other markets, where milk-butter helps give the chocolate a smoother taste. With the quality of the retail environment changing in India, they could offer smoother creamier dairy milk. If a person chooses Silk it shows that he prefers the premium product as compared to the other brands in that range. Silk commands smoothness and richness in taste.

Silk, the way it has been positioned, has the ability to stand alone today, basically due to the very different product delivery it offers. While Silk is smooth and 'melty' Dairy Milk is hard and chunky. However, at the same time, Dairy milk and its base equity remains. However, a major challenge that such a sub-brand of an existing successful brand has to tackle is how not to alienate lovers of the base product, who have a palate memory that is as old as their childhood.

Cadbury Dairy Milk Silk

Kiss me, Close your eyes
Miss me, Close your eyes
Kiss me
I can read your lips,
on your fingertips,
I can feel your smile, 
come on my lips, 
and happiness in your eyes... 

Kiss me, close your eyes

Miss me, Close your eyes

Have you felt silk lately
Rich creamy smooth
Cadbury Dairy Milk Silk

Smoother, Creamier and more curvy for the divine melt-in-mouth experience

On January 27, 2009, Cadbury India Ltd. announced the launch of Cadbury Dairy Milk Silk, its premium offering under the Cadbury Dairy Milk brand. Smoother, creamier and chunkier, the new Silk chocolate has been formulated to provide superior 'eat' experience.

Developed especially for the Indian consumer, the new Silk provides the most divine 'Melt in the Mouth' feel. Silk is creamier, smoother and tastier and melts in the mouth easier than ever before. Its bigger, chunkier and curvier cubes pack more taste and pleasure in every bite. Silk is finer than the finest chocolates and comes in a premium, internationally developed packaging. It is available in Milk chocolate, Roast Almond, Fruit & Nut and Orange Peel variants.

The chocolate market in India is estimated at Rs. 2000 crores. Since its launch in 1948, Dairy Milk has been Cadbury's flagship brand in India. Cadbury India is the market leader with over 70% market share in the chocolate segment. Dairy Milk is the gold standard for chocolates and stands for the best tasting chocolate among all consumers. Over the years, Dairy Milk has successfully built a unique relationship with consumers across age groups.

Introduction

Greetings and welcome to my website. I have made a Marketing web journal of one of my most loved sustenance items, "Chocolate". 

Anything is good if it's made of chocolate

Chocolate is similar to one of the most seasoned items on the planet today. It was prior served as a beverage and now is accessible fit as a fiddle of robust 3d squares. Its delightful smooth rich tan and velvety surface makes it a mouth watering offering to pleasure a lot of people. Also which preferred brand over Cadbury, the most established and the biggest chocolate mark on the planet to choose for my promoting journal item. 

Cadbury was established nearly 200 years prior. In 1824, John Cadbury opened a food merchant's shop in Birmingham and sold cocoa and drinking chocolate, which he arranged himself. In 1875, propelled by the Swiss makers, Cadbury made their first chocolate bar. In 1905, Cadbury Dairy Milk was dispatched and has turned into what's known as a 'megabrand', immensely famous and accessible in numerous diverse mixed bags, everywhere throughout the world. 

Cadbury was fused in India on 19 July 1948. It started its operations by importing chocolates and after that re-pressing them before appropriation in the Indian market. It is the business sector pioneer in the chocolate confectionery business with a piece of the pie of in excess of 70%. 

Presently, Cadbury India works in five classes – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. A percentage of the key brands are Cadbury Dairy Milk, Bournvita, 5 Star, Perk, Bournville, Celebrations, Gems, Halls, Éclairs, Bubbaloo, Tang and Oreo. Its items incorporate Cadbury Dairy Milk, Dairy Milk Silk, Bournville, 5-Star, Temptations, Perk, Gems, Eclairs, Bournvita, Celebrations, Cadbury Dairy Milk Shots, Toblerone, Halls, Tang and Oreo. 

Out of this wide cluster of Cadbury items, I have picked Cadbury Dairy Milk Silk