STRATEGIC BRAND MANAGEMENT

PRESENTATION ON

Presented By:
Group 1
Tolani Institute of Management Studies

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:
Malanp
ur(Gwal
ior)

Thane

Induri(Pun
e)

Bangalo
re

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Baddi
(Himanch
al
Pradesh)

BACKGROUND OF CONFECTIONERY
INDUSTRY
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.
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Cont
Chocolate
s

Hard
Candies

Lollipops

Chewing
Gums

Toffees

Bubble
Gums

Mint Toffees

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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

Income

Cadbury is
meant for
male as
well as
female

It is very
reasonable
and
affordable

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Behavioral Bases

Occasions

Dairy Milk has changed the

scenario of having chocolates
from having it casually to
occasionally

People now give Dairy Milk as

gifts on many occasions .

Gifts

User Status

There are mainly the regular

users found in the user status of
Cadbury Dairy Milk.

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BRAND INVENTORY
Brand Elements
Brand Name

Brand Ambassador

Jingle

Cadbury

Amitabh
Bacchhan
Kuch
Meetha Ho
Jaye

Logo
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POPs & PODs

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

PODs
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

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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
anywhere when we need it.

available

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 It has strong command over its

which is a Globally established brand image in India and Europe
brand name.
But other emerging markets are
still lacking.
Clear and consistent Brand Image Certain segment feel that price of
over the years.
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 To

introduce
sugar
free
international brands is biggest category
is
biggest
threat to Dairy Milk.
opportunity for Dairy Milk.
Highly price sensitive nature Dairy Milk can innovate more
of the industry.
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
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1970s

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
Performa
nce
People

Image

Dairy
Milk

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CONT

People

From age
4 to 50

Performa
nce

Tasty
Healthy
Consistent
Quality

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Image

Occasions
Casually
Success

SOURCES OF BRAND EQUITY OF CADBURY

Brand
Image

Consumers
Taste and
Preference

Emotional
Connect

Brand
Awarene
ss
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CBBE MODEL
OF CADBURY DAIRY MILK

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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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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 ?

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10) Will you stop buying Cadbury, if new brand

appears in Market?

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T
H
A
N
K
Y
O
U