A Study of the Indian Chocolate Market with Special Reference to Cadbury

Chocolate" - the mere mention of the word revives all our senses. There would be a very few people who would actually turn away from a bar of chocolate. India has its very own sweet association with this most loved sweet in the world. Since the time of its inception in Indian market, chocolate has gone through phases of non-acceptance to acceptance to finally establishing itself as a mass product. From being a luxury product, meant for elite and urbane consumers, chocolate has metamorphosed the psyche of the Indian consumer from self-denial to affordable indulgence and has finally succeeded in positioning itself from a dairy to a daily product.

Cadbury came to India at a time when chocolate was meant to be purchased by adults to be gifted to their children in the family. From there on, Cadbury, slowly and steadily, established itself in the Indian confectionery market wooing the Indian Customers. Cadbury, in a way, has unified this country of huge diversity through a common product called Chocolate. Cadbury has transcended to people of all age groups by effectively positioning and then repositioning its brand at different point of time. For this Cadbury, has introduced new products and followed them up with appealing advertisement and promotional campaigns that made a connection with the Indian Customer. Cadbury, after wooing the Indian kids, targeted the youth of India with the evergreen advertisement of a young girl having a bite of Cadbury Dairy Milk and dancing on the cricket field. This campaign immediately connected with the Youth and overnight, it was "Cool" to have chocolate. Now, the kids had competition! Then, was the turn of the grownups and the middle age people who always hesitated to eat a chocolate in public and did not wanted to be seen eating it. But all the apprehensions disappeared after the "Pehli Tareekh" Campaign. Finally, all the senior citizens in our country discovered the kid in them with the "Kuch Meetha Ho Jaye" Campaign & Mr. Amitabh Bhachan relishing and enjoying chocolates.

Cadbury's "Taste of Life" campaign gave a whole new dimension to chocolate & chocolate lovers across India, to the extent that Chocolate & Cadbury became synonymous, now when someone says chocolate, he means Cadbury.

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