Amity Global Business School, Paniaguta, Hyderabad, India
*Corresponding author email: srani@hyd.amity.edu, and thisissuchitra@gmail.com
Online published on 30 May, 2021.
Cadbury, Nestle, Amul, Ferrero and Hershey are the five major chocolate brands in India with 12.8% growth in the year 2020. Cadbury changed its name to Mondeleza India foods and stands as a market leader in the organized chocolate sector. While, the lower end of the chocolate industry is totally fragmented with many local players with no dominant player. Dairy Milk, Five Star, Gems, Perk and Bourneville are famous brands under the brand Cadbury T.here are three types of chocolates: white, dark and milk. Cadbury's journey from a simple kid brand to a brand for every occasion was successful largely due to positioning strategy used by the company through its remarkably penetrating advertisements.1980’s advertisement “The Real Taste of Life Campaign” was the beginning of the transition for Dairy Milk from kids brand to youth brand. Ads like “Girl Dancing on the Cricked Field, ” “Pappu Pass Ho Gaya, ” “KuchMeetha Ho Jaaye, ” to “KuchAccha Ho Jaaye” all have paved way for the brand to grow to chocolate for every occasion. The latest advertisement “Madbury” advertisement witnessed the consumer engagement which was like never before with 800k entries for the participation of this ad in 2019. In 2020 “Madbury” 2.0 has come up for creating a next level brand engagement.
