Cadbury as a brand is so well known that it requires no introduction. Cadbury was established in Birmingham, England in 1824, by john Cadbury, who sold tea, coffee and drinking chocolate. Dairy Milk Chocolate , introduced in 1905,used a higher proportion of milk used a higher proportion of milk within the recipe compared within the recipe compared with the rival products. By 1914, the chocolate was the company’s best-selling product.
Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, Cadbury India Limited targeted adults with their advertising since the early 1990s. Most, if not all, of Cadbury’s advertisements in India feature people over 18 years of age. In India Cadbury’s products are:

1. Bars,
2. Bags & boxes,
3. Beverages &
4. Biscuits.

Chocolates are something people prefer having during anytime of the day/night. There are several brands in the chocolate category. But Cadbury as a brand through its creative advertising strategies and marketing plans was able to tap the market. The major competitors of Cadbury have always been religion, culture, traditions and other normal gifts. This is because Cadbury wanted to position itself as a chocolate brand which could be consumed anywhere and anytime. For example Cadbury introduced “celebrations” which plays a major during the festival of Rakshabandhan. It was extremely successful in tapping the “festival”