Cadbury -Brand Audit
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Transcript of Cadbury -Brand Audit
Introduction
Cadbury is a British multinational confectionery company.
The second largest confectionery brand in the world after Wrigley's. Cadbury operates in more than 50 countries.
Cadbury is best known for its confectionery products including the Dairy Milk chocolate.
Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate
Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products.
By 1914, the chocolate was the company's best-selling product.
Audit Methodology
Quantitative method- Survey form created and circulated among the target audience.
Sampling method: Handpicked and snowball method. (reason: specific target group)
Sample size: 30 people Sample includes respondents between 3 age groups, i.e.,
18-24, 25-34, 35-44. The sample includes both male and female
respondents, with no uniformity or equal distribution. The data has been collected over 2 weeks, via online
forms. All graphs represent statistically the data collected and
analyzed.
Reason Cadbury is
preferred
0
5
10
15
20
25
Taste Price Flavour Variety None All
Preference to brand
Series 1
Innovation
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
chocalatespread
Cookies Pastries
New product line
new product line
Face of The Brand
0
5
10
15
20
25
30
Amitabhbachan
Ranbirkapoor
Don’t know
Brand ambassedor
Brand ambassedor
Summary
Attributes: Tasty, reasonable,
Function: Quick sweet bite,
Rewards: alternate for sweets,
products have their individual brand
identity
Values: Love, Respect, sharing is
caring
Personality: kind hearted and
generous man who tries to better your
mood and share happiness.
STP
Segmenting: F&B — Packet food —
Chocolate Products
Targeting: Every age group,
SEC: A+ to C
Sex: Male, Female, Homo
Positioning: Pioneer in Chocolate
industry(overall)
Alternate to sweets (current campaign)
Conclusion
There have been problems in the past that
Cadbury has successfully overcome
No negative responses
Even after being the second largest after
Nestle, people think of Cadbury first
The sub-products have become a brand in
itself like 5 Star and Hide and Seek
People love the brand