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brand audit

brand audit

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Published by Tina Mittal

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Published by: Tina Mittal on Apr 14, 2011
Copyright:Attribution Non-commercial

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07/16/2013

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1
Brand Audit
Detailed brand audit on Cadbury Dairy Milk
Submitted By: Group No: 8
 
Avinash Hegde (014)Shruti Kapoor (024)Priyadarsh Sharma (051)Michelle Chandy (107)Saanya Nangia (112)
 
2
 
Table of Contents
Abstract
.................................................................................................................................................. 3
Introduction
............................................................................................................................................ 5Brand history: ...................................................................................................................................... 5Branding elements: .............................................................................................................................. 6Brand portfolio: .................................................................................................................................... 8Brand positioning: ................................................................................................................................ 9Communication strategy .................................................................................................................... 10Distribution strategy: ......................................................................................................................... 17Pricing strategy: ................................................................................................................................. 18
Competitor Analysis
.............................................................................................................................. 19POP AND POD: ...................................................................................................................................
2
1
Brand Exploratory
.................................................................................................................................
2
1Customer - Brand Knowledge Structure: .............................................................................................
2
1CBBE pyramid:....................................................................................................................................
2
3Research Methodology: .....................................................................................................................
24
 Questionnaire Analysis: ......................................................................................................................
24
 Sources of Brand Equity: ....................................................................................................................
2
8
Brand strategies
....................................................................................................................................
2
9Based on external environment:.........................................................................................................
2
9Segmentation, targeting, positioning: ................................................................................................. 3
2
 SWOT analysis: ................................................................................................................................... 36
Results:
................................................................................................................................................. 39
Recommendations
: ............................................................................................................................... 39
Conclusion
: ...........................................................................................................................................
4
0
Appendix
...............................................................................................................................................
4
1
 
3
 Abstract 
The journey of Cadbury Dairy Milk started way back in the year 1905 fromBournville, UK but it came to the Indian market in 1948. From the time it wasintroduced in India, Dairy Milk has been the market leader in the confectionerysegment commanding a 30% market share and average daily sales of 1 millionbars.The reason that our group chose Cadbury dairy milk for the brand audit is thatit provides us with ample scope to study the various aspects of branding likecommunication strategies, innovative ad campaigns, establishing an emotionalconnect with consumers, brand repositioning, rebranding etc.We·ll be studying the evolution of Cadbury dairy Milk by concentrating on thefollowing aspects:
y
 
H
ow dairy milk redefined the chocolate segment from being seen as´meant for kidsµ to a thing to be enjoyed by everyone in moments of joyand celebration by targeting the adult segment.
y
 
Dairy Milk has always tried to keep a strong association with milk, withslogans such as "a glass and a half of full cream milk in every half pound"and advertisements that feature a glass of milk pouring out and formingthe bar.
y
 
Its use of innovative and interesting ad campaigns to make chocolateeating a habit among the consumers, especially the adults. Some of thefamous ads being:
o
 
The Real Taste of Life ² girl dancing on the cricket field
o
 
Khanewalon ko Khane ka bahaana chahiye, which said thatchocolates are consumed not only when someone is happy, but

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