Aditya Drogba – 211010 Ankit Raj – 211019 Ankita Agarwal - 211020 Anurag Chopra – 211026 Apoorv – 211029 Debashree - 211040

Brand Audit of

History of the Brand• Dates back to 1905• George Cadbury Junior , man responsible

for the bar• Differed from other cadbury bars with a

higher proportion of milk• Company’s best selling product by 1914• Gave Swiss Milk choclates a run for their

money• Highland Milk, Jersey and Dairy Maid were

some of the names initially suggested.

Brand Evolution

CDM in India• Entered the market in 1948• Has always remained at the top in

the Indian chocolate market• Encapsulates breath of emotion

and shared values besides being tasty and delicious

• Remained as a moment of magic and goodness

• Become a megabrand and replaced “mithai”

POP & POD

POP•Good quality product •Chocolate manufacturing legacy •Variants such as dark chocolate, fruit and nut etc. •Constant innovation in marketing campaigns

POD•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

PRODUCT RELATED

ATTRIBUTES

Functional- Taste, Emotional- Happiness

PACKAGING-ASSURANCE OF

SAFETY AND PURITY

“GLASS AND A HALF” IMAGE PACKAGING

BLOCKS OF CHOCOLATE ENHANCES THE IDEA OF

SHARING AND TOGETHERNESS

Brand Portfolio of Cadbury

Cadbury

Chocolate Bars

Beverages

Biscuits

Bags and

Boxes

Chocolate

Beverages

Biscuits

Bags and

Boxes

Celebrations

Rich Dry Fruit

Shots

Eclairs

Cadbury DairyMilk

• Accounts for 30% sales of Cadbury.• Offers a huge variety.

Product portfolio of CDM• Dairy Milk• Dairy Milk Crackle• Dairy Milk Fruit & Nut• Dairy Milk Roast Almond• Dairy Milk Silk• Dairy Milk Silk Fruit & Nut• Dairy Milk Orange Peel• Dairy Milk Silk Roast Almond

Major Competitors(in terms of Chocolate)

• Nestle• Amul

Market Share

67

23.5

5 4

CadburyNestleAmulOthers

Nestle• Like Cadbury, it also offers variety in terms of

sizes , design, flavors.• E.g. Kitkat, Milkybar, Munch, Bar-one and candies

like Nestle Eclairs. • Has come up with good advertisements as a part

of marketing strategy.• Will launch premium chocolates in next few

months.• Increasing distribution of Kitkat and Munch.

Amul• Fewer Variants.

• Lack of advertisements & promotion.

• Lack of Awareness.

• Lack of availability.

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

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.

Interesting Facts• Dairy Milk emerged as the No.1 most trusted brand in

Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.

• Cadbury Dairy Milk and Bournvita declared “Consumer Superbrands” in 2006 – 2007 by Superbrands India.

Campaign: The real taste of life with girl dancing on cricket field.

Message: For the “Kid in all of us”. Dairy Milk is for enjoyment anywhere & anytime. It appealed to the child in every adult.

Impact: “The Campaign of The Century” by Abby (Ad Club Mumbai)

The Real Taste of Life

Campaign: Khane walo ko khane ka bahana chahiye.Target: Widening chocolate consumption among the masses. Social acceptance for chocolate consumption.Shared & Collectivemoments

Khanewalon ka Bahana

`Campaign: Kuch Meetha Ho JayeMessage: Cadbury is not only a chocolate but also means for celebrations on occasions.Target: Positioning Dairy Milk as an alternative for sweets (especially targeting the Indian “Mithai” lovers).

Campaign: Pappu Paas Ho GayaTarget: To express joy in moments of achievements & success. Impact: Became part of street language.The interactive campaign bagged Bronze Lion at Cannes Advertising Festival 2006. Silver for best Integrated Marketing Campaign & Gold in consumer products category at EFFIES 2006.

Campaign: Miss PalanpurTarget: Focusing on rural people.

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

Campaign: Shubh AarambhMessage: Have something sweet before an auspicious or good task.

Shubh Aarambh

Sources of Brand Equity

Depth of

Awareness

Recall valueBest

tasting ChocolateSwirling

chocolate + glass

and a halfEMOTINAL Connect

Breath of

Awareness

Range of PurchasesImpulse

Take HomeGift

Brand Performa

nceCustomers functional

needsPackagingQuality of Product

Attractiveness

Festival Based

Brand Imager

yIntangible Association

of brandFamily

Experiences

Childhood memoriesImpulse

pleasure

Brand Ambassador(s)

Brand Ambassador• His brilliance, made every campaign believable.• During the time crisis, AB’s campaign reinstated

public’s trust.

BRAND MANTRA MENTAL MAP

“Spreading sweetness and happiness for life”

SalienceHigh Recognition and Recall

Directly associated with best tasting chocolate

Many people buying chocolate= buying Cadbury

Core values of Quality, Taste, Emotion resonates with consumers through its Glass and half of milk symbol

Highly preferred as a snack & for impulse buying

World Association Map

ImagePerceived as down to earth, cheerful, with warmth, togetherness n family and friends on special occasions

Easily available at all shops to facilitate buying due to impulsive nature of children

Despite evolution, keeps many attributes same- A a mark of a solid brand

PerformanceVery high on quality & reliability due to long history and expertise in chocolates

Has 3 layer packing to maintain quality and to protect it during storage & distribution. Also, the packaging with the logo and purple colour conveys distinctiveness & memorability

Easily available in all localities with a reasonable price compared to competition

Huge variety of flavours like Roast Almond, Fruit n nut, etc.

Feelings• Evokes feelings of warmth, happiness and a

celebration time

• Warmth is in contrast of its global feelings of ‘fun’

• Relevant for individuals aw well as family

JudgementBrand Quality: Attached quality perception and is the main reason of buying

Brand Credibility: Due to rich and experienced parentage and successful track record

Brand Consideration: Considered for purchase and use even as sweets and gifts replacing traditional mithai

Negative judgments: Less price promotions & considered sometimes as too informal as a gift

ResonanceAttitudinal attachment as a family member with whom special occasions have to be celebrated

Sense of community attachment due to Big B,s ads

Very high Behavioural Loyalty by brand loyals and even a high level for switchers

Recommendations• Should prepare to tackle new competition due to

FDI, etc. like Mars, Hershey• Launch products in health segment due to

growing youth consumption of chocolates• Point of sale displays and special Chocolate

Boutiques