cadbury report final.docx

7/24/2019 cadbury report final.docx

1/21

CONTENTS

1. EXECUTIVE SUMMERY.................................................................................................2

2. COMPANY OVERVIEW...................................................................................................3

2.1. HISTORY (CADBURY).............................................................................................3

2.1.2. CADBURY MILESTONES.........................................................................................4

Visio..................................................................................................................................4

Missio................................................................................................................................!

2.1.3. CADBURY PRODUCTS.............................................................................................!3. BRAND ELEMENTS.........................................................................................................!

4. BRAND POSITIONIN" AND REPOSITIONIN"...........................................................#

!. CHAN"IN" PERCEPTION..............................................................................................$

!.1. CHAN"IN" PERCEPTION OVERTIME THROU"H ADVERTISEMENT...........$

#. POINT O% PARITY (POP) & POINT O% DI%%ERENCE (POD) POPs PODs..............1'

#.1. POPs & PODs O% CADBURY DAIRY MIL.......................................................11

*. BRAND EXPLORATORY...............................................................................................11

$. BRAND MANTRA O% DAIRY MIL............................................................................12

+. CUSTOMER,BASED BRAND E-UITY PYRAMID....................................................12

+.1. RATIONALE O% CBBE MODEL...........................................................................12

+.2. BRAND SALIENCE.................................................................................................13

+.3. DEPTH O% AWARENESS........................................................................................13

+.4. BREADTH O% AWARENESS..................................................................................14

+.!. BRAND PER%ORMANCE.......................................................................................14

+.#. BRAND IMA"ERY..................................................................................................1!

+.*. BRAND /UD"MENTS............................................................................................1!

+.$. BRAND %EELIN"S.................................................................................................1#

+.+. BRAND RESONANCE............................................................................................1*

1


2/21

1'. !C A0sis...................................................................................................................1*

11. IMPULSIVE CHOCOLATE BUYIN" BEHAVIOR AND PRICIN".............................1+

12 Biio5067.................................................................................................................2'

2


3/21


4/21

2. COMPANY OVERVIEW

2.1. HISTORY (CADBURY)

I 1$24 /o7 C0;


5/21

2.1.2. CADBURY MILESTONES

T78 C0;


6/21

3. BRAND ELEMENTS

D0i5 Mi= 70s 88 89i?


7/21

&. BRAND POSITIONIN' AND REPOSITIONIN'

C0;858 s88 0s K809 :o5 =i;sK


8/21


9/21

so?i89 978 >7858 978 ?7i;58 ;i;9 70@8 o8 >i97 978s8@8s 9o 889s 0;

?7o?o098s. Wi97 97is C0;0s 08 9o ?0698; 9709 988085s 9oo ?0 8o

978 C0;&:809


10/21


11/21

. POINT O* PARITY (POP) + POINT O* DI**ERENCE (POD) POPs PODs

Poi9 o: P05i9 Poi9 o: Di::858?8

A995i7i?7 058 s95o o9


12/21

. BRAND EXPLORATORY

C8;8 C0;


13/21

0. CUSTOMERBASED BRAND EUITY PYRAMID

(>>>.978?0;o5;658ss.?o .;.)

0.1. RATIONALE O* CBBE MODEL

B0si? 658is8 T78 6o>85 o: 0 50; 58si;8s i 978 i;s o: 978 ?


14/21

0.2. BRAND SALIENCE

B50; S0i8?8 80s0588ss o: 978 50; 7o> o:98 0; 7o> 80si 978 50; is

8@o=8;


15/21

0.. BRAND PER*ORMANCE

I9 ;8s?5i8s 7o> >8 978 65o;


16/21

C0;0597 978 9o897858ss o: :0i &

:5i8;s o s68?i0 o??0sios 9o 7o; 97os8 5809ios7i6s i i:8 >7i?7 058 o: 65i8 i6o590?8

0; 9o s0@o5 978 s>889 s


17/21

0./. BRAND *EELIN'S

T78s8 058 ?$

T78 50; 8@o=8s 0 soo97i 968 o: :88i. As 978 ?7o?o098 89s isi;8 o889 s


18/21

S%ns% o? !o>>7ni$8

T78 ?osi97 o9785 68o68 0sso?i098; >i97 978 50;. T78

?o85?i0 i >7i?7 Bi B 0; 7is ?7i;7oo; :5i8; 8?708 978i5 i:9s 978 :88 7o>


19/21

io@09ios ?oi


20/21

11. IMPULSIVE CHOCOLATE BUYIN' BEHAVIOR AND

PRICIN'

I6


21/21

12 Bi9"io5#=8

1. Ao. .;. ca"ury. [Oi8\ A@0i08 09 7996s>>>.?0;s P./. 2'12.(nter)enerational Bran"in) y Bran" o* Ca"ury. /0i6

cadbury report final.docx

Documents

Transcript of cadbury report final.docx