Dairy Milk Silk

Pragna.S.PPGP30384

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Parent Company

Parent Company- Mondelez International

$35 billion company

Brands marketed In 165

countries

110,000 employeesworldwide

9 billion dollarbrands

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Brand: Cadbury Dairy Milk

Cadbury Dairy Milk is a milk chocolate bar made with fresh liquid milk. It quickly became the market leader in the UK after it was launched in the early 1900s. 

Dairy Milk bars are now enjoyed in 33 countries and available in more than 23 varieties, like Fruit & Nut, WholeNut, Snack, Caramello and Breakaway. 

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Extension: Cadbury Dairy Milk SilkSilk is a premium chocolate offering launched as a sub brand of Cadbury Dairy Milk in 2010 with 3 variants – Milk Chocolate, Fruit & Nut and Roast Almond.

Silk stands for the best tasting chocolate with its appeal lying in its softness, smoothness and easier melt in the mouth

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Contribution of the category

Product Category- Chocolate

Operating Segment Category Contribution

Latin America 3.1% Asia Pacific 4.5%

EEMEA 3.1%

Europe 15.8%

North America 0.9%

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This category contributes to 27.4% of Mondelez’s revenue, right after

the biscuit category which contributes to 33.6% of their

revenue

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Chocolate Category Growth

2011 2012 2013 201425.6

25.8

26

26.2

26.4

26.6

26.8

27

27.2

27.4

27.6

Chart Title

Contribution

From the graph it is clearly

seen that that the chocolate

category has been growing

since the past 4 years

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Market Performance of Dairy Milk Silk

The chocolate category in India has a market of 2,000 crores

Cadbury accounted for 55.5% of the total chocolate sales in India during 2014. Dairy Milk is the flagship brand of Cadbury

Cadbury Silk has a market share of 7.5% of the total chocolate market and 52% of the total premium market in India (according to Nielsen figures for 2012) 

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Silk Advertisements

https://www.youtube.com/watch?v=sryPvL8019w

https://youtu.be/le8p9bD8z68

https://youtu.be/_CrbO82pb10

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Thank You!!