CASE 10
Cadbury Dairy Milk — Positioning to Strengthen Human Bonds
The year 2017 was tough for the chocolate industry. The twelve biggest UK chocolate brands lost £78m in value sales in the UK. Cadbury Dairy Milk suffered a 4.2 percent slump in value, equating to £19.9m. Nielsen data reported that total Cadbury sales increased by 1.9 percent year-on-year in 2017, which was much lower than what Cadbury was used to. Mondelez, the maker of Cadbury, reported its worst performance in India in almost a decade. Revenues dipped from 
6,562.7 crore in 2015 to 5,698.7 crore in 2016, while profits fell over 60 percent.Between 2015–2017 witnessed chocolate ...
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