The journey of Cadbury started way back in the year 1905 from Bourneville, UK. But it came to Indian market in 1948. From the time it was introduced in India, Dairy Milk has been the market leader in the confectionery segment. It has average daily sales of 1 Million bars.
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BRAND AUDIT OF CADBURY DAIRY MILK
Submitted To:
Dr. Bhavesh Vanparia
Submitted By:
Group 1:
Sonia Dadlani (10022)
Leena Chellani (11015)
Pallavi Vats (10116)
Chandan Pahelwani (11047)
Nikunj Gajara (11046)
Atirek Sharma (11074)
Neeraj Parihar (11052)
Yashwant Vaishnav (11093)
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TABLE OF CONTENTS
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Chapter
No.
Title Page No.
1. Objectives, Scope & Approach of Brand Audit 4
2. Brand History of Cadbury Dairy Milk 6
3. Introduction to Confectionary Industry 8
4. Consumer Analysis 9
5. Brand Inventory
5.1 Brand Elements, POP & POD, Marketing
Programs
11
5.2 Branding Strategies 16
5.3 Brand Portfolio 18
5.4 Competitor’s brand inventory 19
6. Brand Exploratory
6.1 Customer Knowledge, Sources of Brand
Equity, Mental map
20
6.2 Brand Positioning 24
7. Summary of Competitor Analysis 25
8. SWOT Analysis 26
9. Brand Equity Evaluation 28
10. Recommendations & Conclusion 35
Appendix (Questionnaire) 36
ABSTRACT
The journey of Cadbury started way back in the year 1905 from Bourneville, UK.
But it came to Indian market in 1948. From the time it was introduced in India,
Dairy Milk has been the market leader in the confectionery segment. It has
average daily sales of 1 Million bars.
The reason that our group chose Cadbury Dairy Milk for the Brand Audit is that it
provides us with ample scope to study the various aspects of Branding like
Communication Strategies, Innovative Ad Campaigns, and Emotional Connect
with Consumers, Brand Repositioning, and Rebranding etc.
We will study the evolution of Cadbury Dairy Milk by focusing on following
Aspects:
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Redefining of chocolate segment
Its journey from "meant for kids” to “meant for everyone”
Its all time association with Milk
Its innovative & interesting Ad campaigns
CHAPTER 1
OBJECTIVES OF BRAND AUDIT
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To analyze the strength of Cadbury in the chocolate segment.
To understand different branding and marketing aspects of Dairy Milk
To have an detail analyses of customer’s loyalty towards Dairy Milk
SCOPE & APPROACH OF BRAND AUDIT
Scope & approach of Brand Audit of Cadbury Dairy Milk is to understand:
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Communication Strategies
Innovative Ad Campaigns
Emotional Connect with Customers
Brand Positioning
CHAPTER 2
BRAND HISTORY
In 1824, John Cadbury opened a shop in Birmingham. This one-man business,
trading mainly in Tea & Coffee was to be the foundation of Cadbury Limited. For
over 100 years Cadbury was a family business. In 1943 non family directors were
appointed. In 1847, the enterprise had prospered to a large factory in Bridge Street,
Birmingham. John Cadbury took his brother Benjamin into partnership and the
family business became Cadbury Brothers Birmingham.
The business moved to Bourneville after outgrowing the Bridge Street Factory.
The Workforce had risen up to 200 after 32 years at Bridge Street. After the death
of two brothers in 1899, the company was privatized. It entered the era of scientific
management; it introduced new ideas for their department like:
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Analytical Laboratories
Advertisement & Cost Offices Sales Department
Works Committee
Medical Department
Education & Training for employees
On 2nd February, 2010 Kraft Foods took over 71% shares of Cadbury. They
acquired it totally. But still Cadbury was on top in the market. This acquisition did
not changed people’s mind and their craze for Cadbury Dairy Milk.
OPERATIONS
Cadbury’s operations are carried out in many countries. Few of them are:
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United Kingdom
Canada
Ireland
United States
Australia
New Zealand
India
CHAPTER 3
INTRODUCTION TO CONFECTIONARY INDUSTRY
• Sugar confectionery (candies and toffees) has the largest share (50%),
followed by chocolate, (16%), and bubble gum, (10%).
• The chocolate segment is the fastest growing in value terms (9.8% average
annual growth rate)
• Cadbury India, Ltd. is by far the market leader, followed by Perfetti Van
Melle India, Ltd. and Nestle India, Ltd.
• The confectionary industry contains the following products:
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Chocolates
Hard Candies
Mint ToffeesToffees
Bubble GumsChewing Gums
Lollipops
CHAPTER 4
CONSUMER ANALYSIS
Market Segmentation:
Demographic:
Age and Life Cycle: Buyers who mostly prefer Cadbury’s Dairy Milk come under
the age group of 4-50 years. Cadbury dairy milk is not affected by the generation
differences. All types of peoples like to purchase the Cadbury dairy milk when
they want to buy it.
Gender: Gender doesn’t matter. Cadbury Dairy Milk is for all types of persons
whether male or female.
Income: The price of Cadbury dairy milk is reasonable and affordable. So a person
does not need to think much before purchasing it. They can easily buy it any time
when they want to buy. The income of a person does not play an important role in
it except for Silk.
Behavioral:
Decision Roles: The decision role is played by the children and youngsters. They
play an important role in taking the decision of when to buy the Cadbury Dairy
Milk.
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Occasions: For purchasing the Cadbury Dairy Milk no special occasions are
required. People can easily purchase it on regular basis also if they need it. Also
occasions such as Diwali, Rakshabandhan has witnessed increase in sales of dairy
milk.
User Status: There are mainly the regular users found in the user status of Cadbury
Dairy Milk.
Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury
Dairy Milk.
Attitude: There is an enthusiastic type of attitude of the buyers.
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CHAPTER 5
BRAND INVENTORY
BRAND ELEMENTS:
Brand Name
Brand Ambassador
Jingle
Logo `
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Cadbury
Amitabh Bachchan
Kuch Meetha Ho Jaye
Dairy Milk has been meticulously built around the world by Cadbury. It has been
able to sustain a strong position in the market. There are many branding elements
which have resulted into consistent result of its success. Few more Branding
Elements are as given below:
MARKETING PROGRAMS OVER THE YEARS
70% of market share is held by Cadbury alone in chocolate industry till 2002 (Out
of which 30% is held by Dairy milk alone). It has maintained this by constantly re-
inventing the brand and bombarding communication towards the consumer
consistently to maintain top of mind recall in the confectionery segment. Dairy
Milk has emerged as the No.1 most trusted brand in Mumbai for the 2005 edition
of Brand Equity's Most Trusted Brands survey. Here are some of the Innovative
Ad campaigns of Cadbury Dairy Milk:
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Color
In India and across the world, the only choclate wrapped in Purple with the logo of Cadbury written on it.All other products of Cadbury like Gems which is also so colorful.
Insignia
Packaging which introduces slight of milk splash shows the relation of milk with Cadbury.
Logo
Logo which comes on the packaging in bold vintage Dairy font in white which also shows the relatio of milk with the product.
Real Taste of Life Campaign
Promotion in the early 90's, chocolates were seen as 'meant for kids‘. In the Mid
90's the category was re-defined by the very popular `Real Taste of Life' campaign,
shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child
in every adult. And Cadbury Dairy Milk became the perfect expression of
'spontaneity' and 'shared good feelings'. The 'Real Taste of Life' campaign which
people still fondly remember was that of a girl dancing on the cricket field which
remained etched in everyone's memory, as the most spontaneous & un-inhibited
expression of happiness. This campaign went on to be awarded 'The Campaign of
the Century', in India at the Abby (Ad Club, Mumbai) awards.
Khanewalon Ko Khane Ka Bahana Chahiye Campaign
In the late 90's, to further expand the category, the focus shifted towards widening
chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane
Ka Bahana Chahiye' campaign. This campaign built social acceptance for
chocolate consumption amongst adults, by showcasing collective and shared
moments.
Pappu Pass Ho Gaya & Miss Palampur Campaign:
Here, the campaign associated Cadbury Dairy Milk with celebratory occasions and
the phrase "Pappu Pass Ho Gaya" became part of street language help to hold the
market share by segmenting the kids as well as Younger people despite the bitter
moments, hoping that the future will be much sweeter. Similar thoughts went into
the Miss Palampur campaign aligned to ‘Pappu’ wherein Dairy Milk becomes a
part of the big celebrations in life even with strangers.
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Payday Campaign
PayDay campaign was a rather narrow interpretation of the occasion based
positioning; Cadbury India unveiled a new campaign that continued with the
brand's 'Kucch Meetha Ho Jaye' positioning. The campaign revolved around the
theme of 'Pay Day', which is associated with happiness by most people. This new
campaign takes the concept of celebrations to yet another level. The commercial
kept the core promise of happiness while introducing another 'moment of joy' in
one’s life. Cadbury highlights the celebratory occasion of pay day, which is an
important event in the life of every middle class Indian.