Branding and Packaging

BRAND• A name, term, sign, symbol, or design

(or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings.

• Something used to show customers that one product is different than the products of another manufacturer.

BRAND NAME

Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors.

EXAMPLES OF BRAND

BRAND IMAGE

INITITAL IMAGE

• Foreign brand• Dint know what to

except• Discomforting• expensive

CURRENT IMAGE

• Friendly atmosphere• Inexpensive• Quick service• Value for money• Familiarity with brand

BRAND IMAGE SPEECH• At first people where rather sceptical about

this brand . It was A foreign brand and people dint know what to except.

• But clearly now this doesn’t seem to be that way. Now when we think about McDonalds, we think about a place to go and ‘hang out’ with our friends because it has very comfortable environment. At the same time it is not very expensive and gives quick service and value for money. And most of us have grown up having a meal in McDonalds with a cardboard crown on our head , a balloon in our hands , sitting in Ronald McDonalds lap and walking out with a toy in the end and also a big smile. And as we left the restaurant we could not wait to go back and enjoy the whole experience all over again

• It is things like this that create a certain kind of impression, a perception, an image in our head that lingers on for most of our lives.

BRAND PERSONALITY• Quick service• Quality products• Comfortable

Atmosphere• Value for Money• Innovative • Good Hospitality

BRAND POSITION• Quality service• Promoter of Indian values • Value for money• Friendly and comfortable environment

BRAND POSITION SPEECH

• McDonalds wanted itself to position itself as ‘Indian’ and a promoter of ‘family values and culture’ as well as being ‘comfortable and easy’ . Simultaneously the brand wanted to communicate that it was committed to maintaining a quality service, cleanliness and offering value for money.

• But at the end of it McDonalds means different things to different people and doesn’t have one brand position.

“One world, One Burger”- McDonald’s

BRAND STARTIGIES• Aggressive advertising• Various promotional

schemes• Sponsorships• Creating an overall

McDonalds experience

BRANDING STARTIGIES POINTS

• Collaboration with coke, Mtv , hungama.com & Sony music

• Co sponsor of inter-school science quiz competition

• Scratch card on large combo meals• Prizes-caps, t-shirts , CDs, Internet cards, free

ticket to lucky contestant

BRAND FATIGUE• Failure to introduce ‘Popular

Items’ on menu• Inappropriate pricing

strategies• Lack of understanding local

tastes• Infrastructure Inadequacies• Overestimation of demand• Recorded losses of $343.8

million in 2002• People opted for healthier

options

BRAND FATIGUE SPEECH• McDonalds faced many challenges while entering Indian market• Failure to introduce popular items – The brand McDonalds could not promote or even

introduce its two most popular items on the menu, “the big mac” and the “hamburger” because they contained beef and pork respectively and as we all know beef comes from cow which is sacred animal to the ‘Hindus’ and pork is from pig which has been prohibited to be eaten by ‘Muslims’. The brand did not want to hurt the religious sentiments of the people and so they removed this from menu

• Inappropriate pricing strategies –Most people considered McDonalds to be very expensive place to eat and they did not want to dispose off their income in a place that was new to the country

• Lack of understandings local tastes- The brand failed to understand the taste of the people in India. Most of us Indian would consider American food to be rather bland but it is how the Americans love it . Similarly Indians like their food to be spicy and this is what they failed to introduce

• Infrastructural inadequacies when McDonalds started off in India it has problem regarding buying land to start its chain of restaurants as and when they built their name in the market this problem was resolved

• Overestimation of demand – McDonalds have overestimated its demand and assumed that its demand would be in proportion of its demand in overseas and had not considered the various limitation it would face in India

• Recorded loss of $343.8 million in 2002 for the first time in 48 years of its business

BRAND RE-POSITION• Introduction of ‘value meals’• Introductions of healthier options• Analysis of Indian taste• Better planning strategies• Targeted younger as well as family crowds• Started home delivery service• Renovated its existing outlets and added more• Introduce the world with ‘I m lovin it’ campaign

BRAND RE-POSITIONING SPEECH• The brand re positioned itself by reducing its costs and introducing the ‘happy

price menu’• They introduced healthier options like salads into the menu• They analysed what kind of tastes Indian prefer and added the chatpata aloo

tikki burger and the veg pizza McPuff• McDonalds associated itself with the best supplier in India which adhered to all

the quality requirements• McDonalds started the home delivery service which was very convenient for

many customer although the service was not free

• The brand opened many more outlets in in India and plans to reach a goal of 200 this year

• A few month after they incurred losses McDonald responded with the new global marketing strategy that claims to rejuvenate its image and maintain its leadership in the fast food market

• McDonalds main hai kuch baat• Aaj McDonalds ho jaaye• What your bahaana is?• I’ m’lovin’it• Aap ke Zamane mein, Baap ke Zamane

ke DAAM• Food, Folks,& Fun• You deserve a break today, so get up &

get away- to McDonalds

Some of the most famous marketing campaigns of McDonalds are:-

PACKAGING

• The act, process, art or style of packing• Material used for making packages• The manner in which something such as a

proposal or product, or someone, such as a candidate or author, is presented in Public

• McDonald's uses packaging to ensure that food is fresh, hot, convenient and safe. McDonald's know it is their most visible means to demonstrate their commitment to the environment which is why they are working to identify ways to reduce the impact of their packaging.  

• Using less cardboard;- cardboard packaging is made of 72% recycled paper.

• Removing plastics;- Replacing plastic salad containers with a paper card base has substantially reduced the amount of plastic.

• 100% recycled;- Many of other non-food items such as drink carriers, bags and napkins - contain 100% recycled material.

• Going renewable;- In April 2008, the last polystyrene packaging was removed from the restaurants by replacing breakfast polystyrene clamshell with a paper card alternative.

• McDonald’s has come up with countless small ways to make a big impact: Switching to unbleached paper napkins made from recycled materials. Examining how our suppliers package raw materials and cleaning supplies.

• Currently, 82% of McDonald’s consumer packaging is made from renewable materials, and they are aiming for higher percentages in the future.

• In several countries, McDonalds are recycling their used cooking oil for re-use in a variety of products, including the creation of environmentally-friendly biodiesel. In some markets, McDonald’s delivery trucks use their own re-purposed cooking oil as fuel.

• McDonald’s restaurants inside WalMart stores saved an estimated 170 million napkins (equivalent to 497 tons of wood) in just one year through the “One Meal, One Napkin” campaign.

SOME PACKAGING DESIGNS

Not only are the packaging changes interesting from a stylistic point of view, but, perhaps more pertinent is the way in which they make visual the changing debate around fast foods and McDonald's attempts to address its many critics.First in terms of materials. From 1976 all the way until 1991, the burgers still came in brightly coloured foam boxes. As the environmentalist debate begins to kick in, McDonald's switches to paper and board, the visual language becomes more restrained, less overtly 'trashy'. Now, it says, all its bags, tray liners and cup carriers are made from 100 per cent recycled paper while packaging for hot foods is made from 72 per cent recycled paper

Thank You!!!

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. On 2nd February, 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.

BRAND ELEMENTS

• 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 core Branding Elements are as given below:

• 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 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.

BRAND POSITIONING

• The Brand Positioning of Cadbury Dairy Milk in mid 90’s was that chocolate is not only for kids but also for adults. And to prove this they immediately released the very popular” Real Taste of Life” campaign , shifting the focus from “just for kids” to “ kid in all of us”.

• Let us see the Brand Positioning of Dairy Milk on segmentation bases on two main bases. And they are:

• Demographic

Age and Life Cycle

• Buyers come under the age group of 4-50 years.

• Purchase of Dairy Milk is not affected by generation differences.

Gender

• Cadbury Dairy Milk is for all: Male as well as female.

• Gender does not affect the purchase of Dairy Milk.

Income

• Price of Dairy Milk is reasonable & affordable.

• Income does not affect the purchase of Dairy Milk of other than Silk.

Behavioural

• Dairy Milk has regular users. They do not have any particular occasion. They just have it.

User Status

• Children and youngsters play an important role in deciding when to have dairy milk. And now old age people also are slowly are in decision making.Decision Roles

• Dairy Milk has changed the scenario of having sweet sometimes. They say have it anytime including Diwali, Rakshabandhan, Wedding'sOccasions

• Dairy Milk have absolute loylaty status.

Loyalty Status

Brand Character

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from

shared values such as family togetherness (fun, wholesome,

reliable), to the personal values of individual enjoyment.

It stands for goodness.

Popular Brands in INDIA

Chocolates

Snacks

Beverages

CANDy’s

GUMS

BRAND PORTFOLIO

• Worldwide• In June 1905, Cadbury launched its first Dairy Milk bar, with a higher

proportion of milk and it became the best selling product of the company by 1913. Fruit and Nut was introduced in 1928.

• In 2003, Cadbury made Dairy Milk into a family brand by taking the brands like Caramel, Whole Nut, and Wispa and marketed them as the sub-brands of Dairy Milk. By 2006, there were 15 Dairy Milk sub-brands produced in UK including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies and Cream Egg. In following two years these brands were discontinued as they were not successful.

•  • Indian Market• The Dairy Milk Brand alone accounts for approximately 33% of total

Cadbury’s sales. It has made Cadbury the number one confectionery brand in the market.

BRAND ADVERTISMENTS

• Also the ad campaigns are also the important element of Dairy Milk. It made chocolate an eating habit among the consumers, especially the adults. It changed the trend of Sweets (Mithai) during the occasions like Diwali, New Year etc… Dairy Milk brought a new trend that whether any occasion, Dairy Milk is best for. They were also the core brand elements of Dairy Milk. Let us see them below

Khanewalo ko Khane ka Bahana Chahiye

Kuch Meetha Ho Jaye

Pappu Paas ho Gaya

Aaj Pehli Tareekh Hai

Shubh Aarambh

BRAND AMBASSADORS

• As we know that previously Dairy Milk was only considered as Chocolate, but their new campaign has changed this perception of consumers. As discussed above now Dairy Milk is considered as Traditional sweet of Indian culture(Mithai) which people give to their near and dear ones on the occasions and now they use Dairy Milk as sweet(Mithai). Brand Ambassador chosen for Dairy Milk is none other than Megastar Amitabh Bacchhan. He endorsed the brand so successfully that everyone loved the brand much more than they did. The endorsement has successfully captured the Indian festivals like Rakshabandhan, Diwali, Wedding, Birthdays etc… Now people give Dairy Milk as token of love, care and affection to their friends and family.

Cadbury believes that its business still has significant untapped potential- interms of

growth as well as returns. Between 2008- 2012 cadbury intends to –

*rope in new brand ambassador Deepika Padakone during the festive season.*introducing a new season of bournvita quiz contest.*introducing new seasonal flavours such as hazelnut, fudge, butterscotch etc.

Packaging Strategy of Cadbury India Ltd:

Cadbury India Ltd. is the leading chocolate manufacturer of India. The company maintains a large product range in the market. Major brands of the company are as followsCadbury Dairy Milk Dairy Milk is retailed in colourful primary packaging of HDPE over a thin aluminium foil. For different versions of Dairy Milk ‐ Fruit & Nut, Roast Almond, Crackle, and Desserts, the company is using different colour combinations retaining the brand name style common. The basic combination is blue and white with variations of red, yellow and brown.

PACKAGING OF DIFFERENT BRANDS OF CADBURY

5 STAR

5 Star was launched in India in the year 1969 and was distinct with its classic golden colour. It comes in different versions of Crunchy ,and Fruit Nut It is retailed primary packaging in HDPE

CADBURY 5 STAR

CADBURY PERK

It was launched in India in the year 1996. It is retailed in primary packaging of HDPE. It has a colour combination of blue, yellow, red and brown

CADBURY PERK

CADBURY CELEBRATIONS

This brand was aimed at replacing traditional gifting options like ‘Mithai’ and dry‐ fruits during festive seasons. These are marketed in different versions, each with beautiful attractive packaging of festive colour combinations. The retail package is of glazy light cardboard with a primary packaging of HDPE inside

CADBURY CELEBRATION

CADBURY TEMPTATION

Cadbury Temptations The Cadbury Temptations range is available in five delicious flavour variants ‐Roast almond coffee, Honey Apricot, Mint Crunch, Black Forest and Old Jamaica. Packaging of these versions is uniquely sombre and impressive. The retail packaging is made up of glazy paper with a primary packaging of thin aluminium foil inside

CADBURY TEMPTATION

CADBURY ECLAIRS

Cadbury Eclairs This is a toffee version of chocolate packed in primary packaging of HDPE with colour combination of blue and yellow

CADBURY ECLAIRS

CADBURY GEMS

Cadbury Gems This brand comes in brightly coloured packaging, especially attractive for the children. This brand was launched in India in the year 1968. It comes with a variation of Fruity Gems. There are three package types of gems. The regular brand is retailed in thin paper cardboard over a primary packaging of HDPE. The second type is retailed n primary packaging of HDPE only. The third packaging is in a cylindrical plastic container over a primary Packaging of HDPE  

CADBURY GEMS

PACKAGING OF DAIRY MILK FROM 1905-1999

PACKAGING OF CADBURY FROM 1905-1999

DIFFERENT TYPES OF PACKAGING IN CADBURY