Strategic Brand Management of Cadbury

STRATEGIC BRAND MANAGEMENT PRESENTATION ON

Presented By:Group 1

Tolani Institute of Management Studies

OBJECTIVES OF BRAND AUDIT

To analyze the strength of Cadbury Dairy Milk 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

• Our group approached Cadbury Dairy Milk for Brand Audit to understand:

Communication Strategies

Innovative Ad Campaigns

Emotional Connect with Customers

Brand Positioning


DIFFERENT ASPECTS COVERED FROMBRAND AUDIT

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


BACKGROUND OF CADBURY

• Established in 1824 in Birmingham by John Cadbury.

• Firstly Cadbury was involved in trading of tea and coffee.

• It came to India in 1948.

• It has been more than a half century, and till today Cadbury is

the most lovable brand in India.

• Cadbury India is a significant player in the impulse market

enjoying 70% share in chocolates & a substantial share of sugar

confectionery market.


CONT…

• Its manufacturing in India is in:

Thane

Induri(Pune) Bangalore

Malanpur(Gwalior) Baddi

(Himanchal Pradesh)


• 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.

BACKGROUND OF CONFECTIONERY INDUSTRY


Cont…

Chocolates

Hard Candies

Mint ToffeesToffees

Bubble GumsChewing Gums

Lollipops


RESEARCH SAYS…

Total Confectionery Market holds share

of Rs 41 Billion

Urban Consumption: 73%

Rural Consumption: 27%


MARKET SEGMENTATION

Demographic Bases

`Age & Life Cycle

• Buyers come under the age group from 4 to 50

Gender

• Cadbury is meant for male as well as female

Income

• It is very reasonable and affordable


Behavioral Bases

• Dairy Milk has changed the scenario of having chocolates from having it casually to occasionallyOccasions

• People now give Dairy Milk as gifts on many occasions .

Gifts

• There are mainly the regular users found in the user status of Cadbury Dairy Milk.User Status


BRAND INVENTORY

Brand Elements

Brand Name

Brand Ambassador

Jingle

Logo

Cadbury

Kuch Meetha Ho Jaye

Amitabh Bacchhan


POP’s POD’s

• Good quality product • Chocolate manufacturing

legacy • Variants such as dark

chocolate, fruit and nut etc. • Constant innovation in

marketing campaigns

• Goodwill• Emotional connect with Indian

consumers • Generic name in the Indian

chocolate segment • Campaigns are directed at kids

as much as at adults • Excellent distribution system,

in India specifically • 3 layer packaging

POP’s & POD’s


Pricing Strategy• Since Dairy Milk is positioned towards a very large

audience from ages 4 – 50 years, the pricing strategy is extremely affordable and easily accessible to all categories.

• Hence prices range from Rs.5 to a Maximum of Rs.20 in different sizes. The only exception being Silk (its newest variant) which is a premium offering and is thus priced at Rs.50.


Distribution Strategy• Indian market & specifically urban areas where the

penetration of chocolates is increasing, brings a need for efficiency in logistics & distribution.

• Cadbury Dairy Milk is easily available anywhere when we need it.

• The supply chain of Cadbury Dairy Milk is very good.


Communication Strategy

• Cadbury has maintained the strong brand 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.


Ad Campaigns

Campaign: The real taste of life with girl dancing on cricket field.Message: Dairy Milk is for enjoyment anywhere & anytime.


Campaign: Khane walo ko khane ka bahana chahiye.Target: Widening chocolate consumption among the masses.


`Campaign: Kuch Meetha Ho JayeMessage: Cadbury is not only a chocolate but also means for celebrations on occasions.


Campaign: Pappu Paas Ho GayaTarget: Encourage those who have passes exams and celebrate with Dairy Milk.


Campaign: Miss PalanpurTarget: Focusing on rural people


Campaign: Aaj Pehli Taarikh HaiTarget: To celebrate pay day/ salary day


PRODUCT LIFE CYCLE


MATURITY STAGE STRATEGY

• More emphasis on advertisement & promotion.

• Maximum innovation in their product


BRAND PORTFOLIO


Competitor’s Analysis

Company Founded in Brand Portfolio

Nestle 1860 Kitkat, Smarties

Ferrero 1940 Nutella, Rocher

Amul 1945 Amul Milk chocolate

Mars 1911 Snickers, Milky Way


SWOT ANALYSIS

Strength WeaknessDairy milk is owned by Cadbury which is a Globally established brand name.

It has strong command over its brand image in India and Europe But other emerging markets are still lacking.

Clear and consistent Brand Image over the years.

Certain segment feel that price of Dairy Milk is high and compared to that Amul Milk chocolate is preferred.

It offers quality product with innovations with crafted communication campaign.Dairy Milk has huge command over its distribution network spanning across India.

Dairy Milk also enjoys a great Brand Recall value when comes to chocolates with Milk.


CONT…

Threats Opportunities

Increasing competition from international brands is biggest threat to Dairy Milk.

To introduce sugar free category is biggest opportunity for Dairy Milk.

Highly price sensitive nature of the industry.

Dairy Milk can innovate more by bringing international flavors so that is also gets an opportunity to compete with this threat as well


PACKAGING

1905 1930s

1960s1970s


AND NOW…

o ALUMINIUM FOIL

o PAPER COVER

o PLASTIC COVER


BRAND EXPLORATORY

Customer Knowledge

Cadbury has been trying to get out of image of "Just another chocolate”. They also have tried to position themselves as for all

and not only for kids. They are successful in doing so and now customers believe that Dairy Milk is not only a chocolate but

means of celebrations on all occasions


CADBURY DAIRY MILKMENTAL MAP

Dairy Milk

People

Performance

Image


CONT…

From age 4 to 50

TastyHealthy

Consistent Quality

OccasionsCasuallySuccess

People Performance Image


SOURCES OF BRAND EQUITY OF CADBURY

BrandImage

Consumer’s

Taste and

Preferenc

eBrand

Awareness

EmotionalConnect


CBBE MODEL OF CADBURY DAIRY MILK

All age groups, celebrations,

special occasions,

history

Very High Awareness:

High Brand Loyalty, high no. of repeat purchases

High quality packaging, reasonably priced

Well trusted brand, good gifting option

Supreme taste and quality


Research Methodology Method of Sampling - Convenience sampling

Sample size : 50

Data source :- Primary data : Questionnaire & Interview

Research instrument : Questionnaire

Data Interpretation & AnalysisTolani Institute of Management Studies

DATA ANALYSIS

1) Aware of Cadbury?


2) Source of awareness?


Consumption

Dairy milk (56%)

5 Star (18%)

Gems (8%)

Perk (6%)

Bournville (4%)

Dairy milk silk (4%)

Temptations (2%)

Celebrations (2%)

3) Which Cadbury chocolate do you purchase the most?


4) Other than Cadbury?


5) Which pack size?


6) How frequently do you purchase Cadbury chocolates?


7) Availability?


8) Which of the factors affect your purchase?



9) Impulse purchase ?

Response

No, not at all (60%)

I may consider (24%)

Cant's say (16%)

10) Will you stop buying Cadbury, if new brand appears in Market?


THANK YOU

Strategic Brand Management of Cadbury

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