STRATEGIC BRAND MANAGEMENT PRESENTATION

ON

Presented By:
Group 1
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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 customers
loyalty towards Dairy Milk
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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
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DIFFERENT ASPECTS COVERED FROM
BRAND 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
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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.


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CONT

Its manufacturing in India is in:


Thane
Induri(Pune)
Bangalore
Malanpur
(Gwalior)
Baddi
(Himanchal
Pradesh)
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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
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Cont

Chocolates
Hard Candies
Mint Toffees
Toffees
Bubble Gums
Chewing
Gums
Lollipops
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RESEARCH SAYS


Total Confectionery
Market holds share
of Rs 41 Billion
Urban Consumption:
73%
Rural Consumption:
27%
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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
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Behavioral Bases
Dairy Milk has changed the scenario of
having chocolates from having it
casually to occasionally
Occasions

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
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BRAND INVENTORY
Brand Elements

Brand Name


Brand Ambassador


Jingle


Logo
Cadbury
Kuch Meetha
Ho Jaye
Amitabh
Bacchhan
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POPs

PODs

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

POPs & PODs
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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.
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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.
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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.
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Ad Campaigns
Campaign: The real taste of life with girl dancing
on cricket field.
Message: Dairy Milk is for enjoyment anywhere
& anytime.
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Campaign: Khane walo ko khane ka bahana
chahiye.
Target: Widening chocolate consumption among
the masses.
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`
Campaign: Kuch Meetha Ho Jaye
Message: Cadbury is not only a chocolate but also
means for celebrations on occasions.
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Campaign: Pappu Paas Ho Gaya
Target: Encourage those who have passes exams and
celebrate with Dairy Milk.
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Campaign: Miss Palanpur
Target: Focusing on rural people
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Campaign: Aaj Pehli Taarikh Hai
Target: To celebrate pay day/ salary day
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PRODUCT LIFE CYCLE

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MATURITY STAGE STRATEGY
More emphasis on advertisement & promotion.
Maximum innovation in their product
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BRAND PORTFOLIO
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Competitors Analysis
Company Founded in Brand Portfolio
Nestle 1860 Kitkat, Smarties
Ferrero 1940 Nutella, Rocher
Amul 1945 Amul Milk chocolate
Mars 1911 Snickers, Milky Way

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SWOT ANALYSIS
Strength Weakness
Dairy 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.
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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
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PACKAGING
1905
1930s
1960s
1970s
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AND NOW
o ALUMINIUM FOIL

o PAPER COVER
o PLASTIC COVER
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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

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CADBURY DAIRY MILK
MENTAL MAP
Dairy Milk
People
Performance
Image
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CONT

From age 4
to 50
Tasty
Healthy
Consistent
Quality
Occasions
Casually
Success
People
Performance
Image
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SOURCES OF BRAND EQUITY OF CADBURY
Brand
Image
Consumers
Taste and
Preference
Brand
Awareness
Emotional
Connect
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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
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Research Methodology
Method of Sampling
- Convenience sampling

Sample size : 50

Data source :
- Primary data : Questionnaire & Interview

Research instrument : Questionnaire

Data Interpretation & Analysis


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DATA ANALYSIS
1) Aware of Cadbury?
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2) Source of awareness?
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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?
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4) Other than Cadbury?
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5) Which pack size?
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6) How frequently do you purchase Cadbury chocolates?
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7) Availability?
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8) Which of the factors affect your purchase?
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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?
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