Brand Audit

Detailed brand audit on Cadbury Dairy Milk

Submitted By: Avinash Hegde Shruti Kapoor

Group No: 8 (014) (024) (051) (107) (112)

Priyadarsh Sharma Michelle Chandy Saanya Nangia

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Table of Contents
Abstract .................................................................................................................................................. 3 Introduction ............................................................................................................................................ 5 Brand history: ...................................................................................................................................... 5 Branding elements: .............................................................................................................................. 6 Brand portfolio:.................................................................................................................................... 8 Brand positioning: ................................................................................................................................ 9 Communication strategy .................................................................................................................... 10 Distribution strategy: ......................................................................................................................... 17 Pricing strategy: ................................................................................................................................. 18 Competitor Analysis .............................................................................................................................. 19 POP AND POD: ................................................................................................................................... 21 Brand Exploratory ................................................................................................................................. 21 Customer - Brand Knowledge Structure: ............................................................................................. 21 CBBE pyramid:.................................................................................................................................... 23 Research Methodology: ..................................................................................................................... 24 Questionnaire Analysis: ...................................................................................................................... 24 Sources of Brand Equity: .................................................................................................................... 28 Brand strategies .................................................................................................................................... 29 Based on external environment:......................................................................................................... 29 Segmentation, targeting, positioning:................................................................................................. 32 SWOT analysis: ................................................................................................................................... 36 Results: ................................................................................................................................................. 39 Recommendations: ............................................................................................................................... 39 Conclusion: ........................................................................................................................................... 40 Appendix............................................................................................................................................... 41

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Abstract
The journey of Cadbury Dairy Milk started way back in the year 1905 from Bournville, UK but it came to the Indian market in 1948. From the time it was introduced in India, Dairy Milk has been the market leader in the confectionery segment commanding a 30% market share and average daily sales of 1 million bars. The reason that our group chose Cadbury dairy milk for the brand audit is that it provides us with ample scope to study the various aspects of branding like communication strategies, innovative ad campaigns, establishing an emotional connect with consumers, brand repositioning, rebranding etc. We·ll be studying the evolution of Cadbury dairy Milk by concentrating on the following aspects: y How dairy milk redefined the chocolate segment from being seen as ´meant for kidsµ to a thing to be enjoyed by everyone in moments of joy and celebration by targeting the adult segment. y Dairy Milk has always tried to keep a strong association with milk, with slogans 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 forming the bar. y Its use of innovative and interesting ad campaigns to make chocolate eating a habit among the consumers, especially the adults. Some of the famous ads being: o The Real Taste of Life ² girl dancing on the cricket field o Khanewalon ko Khane ka bahaana chahiye, which said that chocolates are consumed not only when someone is happy, but
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under diverse conditions and moods - when people are anxious, when they are sad, when happy - a whole range of emotions. o Kuch Meetha ho Jaaye - Pappu paas ho gaya, which contacted 20 MN students across the country and was awarded a Bronze Lion at the Cannes Media awards in 2005. o Aaj Pehli tareekh hai, which conveys that with these recessionary times, pay day sure is a time for celebration!!! y The worm-infestation controversy in the year 2003 and how Dairy Milk bounced back from it by introducing new, better packaging as a tool to communicate quality. y The recent acquisition of Cadbury by Kraft Foods and its implications. Having gone through many changes over the years, we have chosen this brand to study its transition, various brand strategies, the level of brand recall among consumers, the brand perception and image in their minds and its customer based brand equity in the market. This will help us gauge Cadbury·s Dairy Milk·s brand position in the market vis-à-vis competitors.

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a sales department. opened a shop at 93 Bull shop in a fashionable part of Birmingham. Due to the formation of the private limited company.analytical laboratories.' THE FIRST NAME IN CHOCOLATE'. Birmingham. In 1847 the enterprise had prospered to a large factory in Bridge Street. today one of the world's largest producers of chocolate. education and training for employees. by 1899 the business ad almost trebled in size. the business became a private limited. Cadbury Limited is the confectionary division of this international company. employing over 2. trading mainly tea and coffee. was to be the foundation of Cadbury limited. For over 100 years Cadbury was essentially a family business and although nonfamily directors were appointed for the first time in1943.Introduction Brand history: OWNERSHIP: In 1824 a young Quaker. works committee.600 employees. Bournville entered an era of scientific management. the company retained many features of a family business until 1962 to form Cadbury Schweppes plc. This one-man business. medical department. advertising and cost offices. The business moved to Bournville after outgrowing the Bridge Street factory. 5 . introducing new ideas . the work force had risen to 200 after 32years at Bridge Street. pension funds. John Cadbury took his brother Benjamin into partnership and the family business became Cadbury Brothers Birmingham. John Cadbury. Following the two brothers death in 1899.

Cadburys expanded more. a chocolate wrapped in purple & gold packaging can be none other than Cadbury Dairy Milk. Due to this. In 1919 Cadburys Brothers merged with J S Fry & sons of Bristol whose product range complemented that of Cadbury. processing efficiency and lower transport costs.raw materials cost. the Bournville factory was rebuilt and equipped for mass production and the luxury of chocolate became well within the financial reach of the majority of the population. Colors In India and across the world.After WW1. The reasons for using and retaining this graphic design over the years are as follows: y One reason is to graphically depict the functional characteristic of Dairy Milk chocolates ² Each pound of Dairy Milk chocolates contains one and a half glass of fresh dairy milk. Several factors led to reduction of process for chocolate. a factory in Bournville and now in Somerdale near Bristol. Insignia The ¶Glass and Half of fresh liquid milk· is the most recognizable graphic associated with Dairy Milk brand. y The other benefits are built over this and are related to the common association of health and purity with milk. Branding elements: The Dairy Milk brand has been meticulously built around the world by Cadbury and it has been able to sustain a strong position in the market. there was a rapid change in industrial technology. The glass and half represent 6 . The latest packaging also introduces a slight splash at the end of the falling milk flow. thanks to a strong product (in the form of quality milk chocolate) backed by a clear and consistent branding effect. The core branding elements which have been associated with Dairy milk are discussed below one by one.

y The variants are differentiated by color coding (Red in this case) resulting in product differentiation and maximum impact. ¶Cadbury Dairy Milk· The Cadbury logo comes at top of the package followed by the Dairy Milk text in a bold vintage Dairy font usually on a white colored strip. Packaging The colors and insignia discussed above constitute the packaging of Dairy Milk which now comes in a tamper proof pack. y There·s prominent endorsement of the Dairy Milk brand across all variants. This is done by retaining the Purple color scheme and glass and half insignia. functional as well as vibrant look! 7 . y Finally these stand for the brand promise of Dairy Milk which is that of quality product through pure and healthy ingredients. the graphics have been modified so that now the milk from the two glasses ends in a piece of Dairy Milk chocolate. the new package has a more contemporary. y The newly introduced splash tries to make the entire image more vibrant as well as give a more refreshing look to the entire package. The latest packaging tries to give more prominence to the Cadbury logo while maintaining the other branding elements like color. insignia etc. Finally certain observations associated with the latest Cadbury Dairy Milk packaging are mentioned below y The Cadbury logo now has swirls representing ¶Milk Goodness· cues y The Cadbury logo is more prominent than ever so as to depict a stamp of quality along with the Dairy Milk brand. The reason for this modification is just to make the points discussed above more obvious to the customer (who now has far more choices than before). In all new Dairy Milk packages.not only health but also good constituents which go into the making of this chocolate. y In all.

with a higher proportion of milk than previous chocolate bars. making it the number one confectionery brand in the market. The Dairy Milk sub-brands available in India are: y y y y Cadbury Dairy Milk Cadbury Dairy Milk Crackle Cadbury Dairy Milk Roasted Almond Cadbury Dairy Milk Fruit and Nut 8 . Wafer. The continued success of the Dairy Milk brand is testament to the quality of its brand management. soon followed by Whole Nut in 1933. Fruit and Nut was introduced as part of the Dairy Milk line in 1928. Crispies. and Crème Egg. and it became the company's best selling product by 1913. however. including Shortcake Biscuit. the majority of these new sub-brands proved unsuccessful and were discontinued. Wispa. INDIAN MARKET: The Dairy Milk brand alone accounts for approximately 33% of Cadbury's total chocolate blocks (moulded) and bars sales. The Dairy Milk brand was also introduced as an endorsement brand on children's products such as Cadbury Buttons and Freddo. and Whole Nut ³ and marketing them as Dairy Milk sub-brands. Orange Chips. Mint Chips. Fruit & Nut. By 2006 there were fifteen Dairy Milk sub-brands produced in the UK. In 2003 Cadbury made Dairy Milk into a family brand by taking existing brands ³ Caramel.Brand portfolio: WORLDWIDE: In June 1905. In 2008 "Apricot Crumble Crunch" and "Cranberry and Granola" were released as new Dairy Milk variants. In the subsequent two years. Cadbury's launched its first Dairy Milk bar.

Cadbury Dairy Milk are for all types of persons whether male or female. Gender: Gender doesn·t matter. Behavioral: Decision Roles: The decision role is played by the children·s and youngsters.y Cadbury Dairy Milk Shots y Cadbury Dairy Milk Silk y Cadbury Dairy Milk Wowie Brand positioning: The Brand Positioning of Cadbury Dairy Milk in Mid 90·s was that chocolate is not for only kids but also for adults. shifting the focus from `just for kids' to the `kid in all of us'. Cadbury dairy milk is not affected by the generation differences. The company also released various range of dairy milk chocolates in stylist packets. So a person does not need to think much before purchasing it. 9 . The income of a person does not play an important role in it except for Silk. Immediately they released the very popular ¶Real Taste of Life' campaign. All types of peoples like to purchase the Cadbury dairy milk when they want to buy it.. Income: The price of Cadbury dairy milk is reasonable and affordable. Demographic: Age and Life Cycle: Buyers who mostly prefer Cadbury·s Dairy Milk come under the age group of 4-50 years. They can easily buy it any time when they want to buy. The company mainly target the young people by showing this romantic advertisement campaign.

People can easily purchase it on regular basis also if they need it. Rakshabandhan has witnessed increase in sales of dairy milk. Since Indians focus tremendously on occasions and sweets become an integral part of it. User Status: There are mainly the regular users found in the user status of Cadbury Dairy Milk. Occasions: For purchasing the Cadbury Dairy Milk no special occasions are required. The strategy to target adults was taken further with the help of a brand new positioning ¶Kuch Meetha Ho Jaye·. this was the thinking adopted which was a success and continues to be a theme across the various below mentioned campaigns. Attitude: There is an enthusiastic type of attitude of the buyers. Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury dairy milk. Buyer-Readiness: There is mainly the intending to buy type of readiness status. Loyalty Status: There is mainly the absolute loyalty status.They play an important role in taking the decision of when to buy the Cadbury Dairy Milk. Communication strategy 10 . Also occasions such as Diwali.

Real Taste of Life Campaign Promotion in the early 90's. It appealed to the child in every adult. as the most spontaneous & un-inhibited expression of happiness. This campaign built social acceptance for chocolate consumption amongst adults. in India at the Abby (Ad Club. through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. The 'Real Taste of Life' campaign which people still fondly remember was that of a girl dancing on the cricket field which remained etched in everyone's memory. to further expand the category. It has maintained this by constantly re-inventing the brand and bombarding communication towards the consumer consistently to maintain top of mind recall in the confectionery segment. This campaign went on to be awarded 'The Campaign of the Century'. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. by showcasing collective and shared moments 11 . In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign. Dairy Milk has emerged as the No. chocolates were seen as 'meant for kids¶. shifting the focus from `just for kids' to the `kid in all of us'.1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey. Khanewalon Ko Khane Ka Bahana Chahiye Campaign In the late 90's. Mumbai) awards. the focus shifted towards widening chocolate consumption amongst the masses.70% of market share held by Cadburys alone in chocolate industry till 2002 (Out of which 30% is hold by Dairy milk alone).

Amul and other local players. the company launched Project Vishwas. It was targeted at the 8-13 year old consumers and is priced at Rs 10 per pack of 22 grams Launch of Dairy Milk ¶Silk·: Cadbury India recently launched Cadbury Dairy Milk Silk. In the after-month of the controversy. Pluto. Cadbury Dairy made efforts pro-actively to win back the trust of consumers.000 retailers in key states were covered. which was a chocolate delight with Disney characters Mickey. Wowie Launch: Cadbury launched 'Cadbury Daily Milk Wowie' with Disney characters. As a result the company lost market share (69% to 53%) and this turned out to be a blessing for competitors like Nestlé. Similar thoughts went into the Miss Palampur campaign aligned to ¶Pappu· wherein Dairy Milk becomes a part of the big celebrations in life even with strangers. The company aims to position Silk as 12 . the campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language help to hold the market share by segmenting the kids as well as Younger people despite the bitter moments. Goofy and Donald.The Controversy: Cadbury's chocolate bars tainted with salmonella may have poisoned up to 40 people. hoping that the future will be much sweeter. Cadbury Dairy milk improved the packaging and paid more attention to the way its chocolates were stored by nearly 650.000 retailers across the country. its premium offering under the Cadbury Dairy Milk brand. The Programme entailed generating awareness and providing assistance in improving storage quality. a retail education Programme under which 190. Pappu Pass Ho Gaya & Miss Palampur Campaign: Here. Insects found in dairy milk bar.

print and Internet. Cadbury India went all out to promote the new variant and rolled out a TV-led 360 degree integrated communication campaign including outdoor.'smoother. 13 . creamier and chunkier. O&M is the creative agency on the account.

this framework became the perfect platform to extol the virtues of this fine chocolate within the boundaries set by Cadbury Dairy Milk. But molten chocolate is really extremely tasty and molten Silk is something to die for. Fact is. The challenge was to launch a new brand which had its unique product attributes. Payday Campaign 14 . yet doesn·t deviate from Cadbury Dairy Milk's values. which makes it refreshing. habits don·t change after a few commercials. Now that's a perfect setting for turning a weakness into strength. Another challenge was that in India people don't eat chocolate outside their homes because chocolates melt and create a rather messy affair. Yet. Normally. creamier and finer chocolate available internationally and many perceive Cadbury Dairy Added it's about blissfully losing yourself in the smoothness of the chocolate. indulgence is peddled in a sinful way but this campaign takes an innocent look at it.Product Attributes: Silk has been specially formulated to cater to Indian consumers' craving for smoother.

" We realised that while celebrations have been done for various occasions. Cadbury automatically lends itself to the celebrations. Shubh Aarambh Campaign (meaning Auspicious Beginning) Cadbury's Dairy Milk has recently launched this campaign which is the refined version of the earlier Payday campaign which evoked mixed response from the Ad analysts and consumers. This new campaign takes the concept of celebrations to yet another level. Cadbury India unveiled a new campaign that continued with the brand's 'Kucch Meetha Ho Jaye' positioning. Pay day makes you feel as rich as a king or as rich as a crorepati.PayDay campaign was a rather narrow interpretation of the occasion based positioning.The commercial. The commercial kept the core promise of happiness while introducing another 'moment of joy' in one·s life. which is associated with happiness by most people. the celebration for ¶pay day· was not done. The campaign revolved around the theme of 'Pay Day'.The 50s' Kishore Kumar song that brings the pay day story idea together beautifully. The TVC highlights the celebratory occasion of pay day. depicts the many things that typically happen on payday. which is an important event in the life of every middleclass-Indian. Pay day emotes feelings that are naturally celebratory in nature.This is the moment that CDM captures in the new CDM campaign. 15 .

gone all out with Mobile2win for their first-ever wireless activity in India. mobile and online. Shubh Aarambh has given the brand a broad playing ground. outdoor. Cadbury·s Dairy Milk has over the years. on-ground (multiplexes and malls). print. The concept is very much Indian and offers huge opportunity for creatives to weave great stories for the brand. It will be interesting to see how Dairy Milk milks this idea to the fullest. sharing of sweets is an integral part of the event. In my opinion. the brand has hit upon a really great Big Idea. The launch campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign.The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The idea was to not only bring in interactivity via SMS promotion with the desired target group of kids and teens in India. Internet and radio. The brand has been trying to position itself as a symbol of enjoyment and celebrations. Indians have the tradition of sharing sweets on auspicious occasions and also when one initiates a venture/activity. the TV commercial is supported by a 360 campaign to intensify the engagement with the consumers through radio. but also reach out to a large number of people in the most costeffective manner. Shubh Aarambh is a great idea for this great brand. As it has become a trademark with Cadbury Dairy Milk. In addition they have special on ground promotions at Food 16 . Promotion integrated communication strategy where a mix of mass & consumer contact activities help build on the brand. Whether the activity is small like writing an exam or huge like starting a company. The new campaign takes the brand to the center of this tradition linking Dairy Milk to Sweet and Auspicious Beginnings. Media Mix & Promotions: The media mix for the campaign generally comprises TV. Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The concept also gels with the brand's tagline "Kuch Meetha Ho Jaye". The belief is that good things happen when one starts a venture on a positive note (like sharing sweets).

Cadbury Dairy Milk is easily available anywhere when we need it. One innovative tie -up with Reliance webworld was executed. wherein students across 66 examination boards across the company could access their results on Rworld through their Reliance mobiles. T-shirts and 1000 VCDs. Bangalore and Hyderabad as well as at Big Bazaar and Food Bazaars. One of the largest chocolate brands in the country Indian market & specifically urban areas where the penetration of chocolates is increasing. Cadbury Dairy Milk alone holds 30% value share of chocolate market 50% of molded chocolate segment. Distribution strategy: Cadbury Dairy Milk·s journey with chocolate lovers in India began in 1948. Inorbit Mall in Mumbai. Other pull activities have been executed simultaneously linked to the TVC's broadcast on various networks like SMS viral campaigns following the TVC and contest/sweepstakes gratifying winners with Sony Play stations. cocoa butter. So the two main types of benefits given by Cadbury Dairy Milk are supply and quality. mainly on account of import of cocoa beans. Today. If these students passed a message congratulating them on their moment of delight. Also it is quality conscious. Still. Dairy Milk was displayed on the message. 17 . There is stiff competition in the confectionery market due to large exposure of foreign currency rate risk. the supply chain of Cadbury Dairy Milk is very good. brings a need for efficiency in logistics & distribution.Malls especially in Chennai.

the pricing strategy is extremely affordable and easily accessible to all categories. 18 . The only exception being Silk (its newest variant) which is a premium offering and is thus priced at Rs.50.Pricing strategy: Since Dairy Milk is positioned towards a very large audience from ages 4 ² 50 years. Hence prices range from Rs.20 in different sizes.5 to a Maximum of Rs.

Nestle.COMPETITOR ANALYSIS COMPANY Kraft Foods Lindt & Sprüngli Nestle Ferrero Mars Amul Hershey·s FOUNDED IN 1903 1845 1860s 1940s 1911 1945 1894 1997 Candico Perfetti Van Melle ITC Parle 2001. Smarties. the main players in the confectionery industry are Cadbury (Kraft Foods). Icebreakers etc Loco poco gum. Parle and Godrej Hershey 1) Candico 19 . Fruit & Nut chocolate Hershey·s milk chocolate. Candico. when Perfetti and Van melle merged 2002(confectionery Minto and Candyman segment) 1929 Melody. Elaichi roll. Kisses. Milk duds. M&M·s etc Milk chocolate. Mon Cheri. Lindt Excellence. Big bubble etc Alpenliebe. Centerfresh. Kinder. Mars. éclair. Raffaello. Tic Tac. mango bite. Pot of gold. Milky Way. Snickers. éclairs. Wonka Rocher. Wrigley·s. Mentos In the Indian context. Nutella Bounty.Lindor Kit Kat.Toblerone Lindt Classic. mazelo. orange candy BRAND PORTFOLIO (confectionery products) Cadbury Dairy Milk and variants. éclairs. ITC. Milka. Galaxy. Perfetti Van Melle. golgappa. Reese·s. kismi toffee. poppins. xhale. Chlormint. parle lites. Happydent. Trident Gum.

www.no holeµ .Minto and Candyman y Notable marketing campaign. kismi toffee.Happydent ´City lighting upµ campaign 3) ITC y Brand portfolio. downloads and other fun activities targeted at young children 4) Godrej Hershey (joint venture between The Hershey Company and Godrej Group in 2007) y Brand portfolio. Fruitella. Happydent.mycandymanclub.Maha Lacto and Choco and Nutrine (12 variants) y Notable marketing campaign. Polo. éclair. quizzes. golgappa.Dhoni is the brand ambassador 5) Nestle India y Brand portfolio. Milky bar.com. Munch. xhale.Melody. Alpenliebe.y Brand portfolio ² It has 3 broad categories: Gums( 8 varieties). poppins.Minto.Mango bite ´kache aam ka copyµ 20 . a website with games. which positioned itself against Nestle·s Polo (Minto was acquired by ITC in 2002) 2) Perfetti Van Melle India y Brand portfolio. Center Fresh y Notable marketing campaign. parle lites. Chlormint. Big Babol. Eclairs y Notable marketing campaign ² Rani mukherjee is the brand ambassador for Munch 6) Parle y Brand Portfolio.Mentos. the ´all mint. Toffees(6 varieties) and Candies (6 varieties) y Notable marketing campaign.Kit kat. orange candy y Notable marketing campaign. Chocoliebe. mazelo. mango bite. Bar one.

Brand Knowledge Structure: Cadbury Dairy Milk has been trying to get out of the image of ´Just another Chocolateµ and become something special in the minds of the customer.POP AND POD: POD: y y y y y POP: y y y y Good quality product Chocolate manufacturing legacy Variants such as dark chocolate. Constant innovation in marketing campaigns Goodwill/ emotional connect with Indian consumers Almost generic name in the Indian chocolate segment Campaigns are directed at kids as much as at adults Excellent distribution system. They have also been trying to position themselves as chocolates for all age groups and not just kids. fruit and nut etc. The results of the survey shows that more than half of the sample thinks that Cadbury Dairy Milk is more than just a chocolate for them and it·s a means of celebration. Results also indicate that most of the people think of Cadbury Dairy Milk as something for all age groups and not just kids. in India specifically 2 layer packaging BRAND EXPLORATORY Customer . 21 .

Image: Means of Celebration Performance: Tasty Safe to eat People: For all age groups Cadbury Dairy Milk So. based on the results obtained. the mental mapping of Cadbury Dairy Milk would look something like this in the minds of the customer! 22 .

high no. packaging was high priority for the brand. good gifting option Supreme taste and quality All age groups. history Very High Awareness: Cadburys· Dairy Milk has not only built a strong level of awareness but it has been supported on all levels of the Pyramid. reasonably priced Well trusted brand. celebrations.CBBE pyramid: High Brand Loyalty. This was introduced by 23 . It is known for its brand performance for its superior and unique taste for an Indian chocolate. The recognizable quality of its taste is well complemented by the imagery the brand stands for. of repeat purchases High quality packaging. Post the worm incident. special occasions.

24 . toblerone etc but they had poor recall value. such as snickers. 22% mentioned Lindt and 20% mentioned 20%. being a low involvement purchase in the confectionery segment. BRAND RECALL Brand Recall 82% 54% 52% 22% 20% Cadbury Nestle Amul Lindt Hershey Out of the 150 respondents. Some other brands were also recalled by customers . Questionnaire Analysis: 1. Cadbury·s Dairy Milk isn·t positioned towards any particular demographic segment. So Cadbury enjoys the highest brand recall. the methodology that was used for research was that of a questionnaire with a sample size of 100 incumbents of all age groups. Only the top 5 brands have been analysed. 82% mentioned Cadbury as one of the 5 chocolate brands they remembered at that point of time. 54 % mentioned Nestle.Research Methodology: In order to gauge the brand recall. 52% mentioned Amul. brand perception vis-à-vis competition and the consumption patterns.

CONSUMPTION PATTERN a) Consumption Frequency 0% 23% 19% More than once a day Once a day Once a week Once a month 58% None of the respondents consumed Cadburys· Dairy Milk more than once a day. 58% consumed it once a week and 34% consumed it once a month. 19% consumed it once a day.2.just pick it up 25 . b) Reason for Consumption 99% 41% 19% 18% Whenever Whenever sad happy Want to celebrate Don't know.

19% of the respondents consumed it when they were happy. 41% consumed it when celebrating something and 99% had no particular reason. None thought it was bad or the worst which reflects well on the brand equity. 3. 26 . Cadbury·s Dairy Milk is either excellent or good in quality. Many respondents chose more than one occasion. 18% consumed it when they were sad. BRAND PERCEPTION a) Brand Perception 57% 41% 2% means to celebrate just another chocolate other 41 % perceive it as a means to celebrate while 57% perceive it as just another chocolate. b) Brand Perception vis a vis competition 42% 41% 17% 0% excellent good average bad 0% worst The majority of the respondents thought that as compared to competition.

availability was the most highly values. followed by packaging and finally price.c) Important Attributes 50% 35% 29% 33% Taste Price Packaging Availability While the attributes . on the whole considering the highest valued attributes. then was taste. d) Trust 56% 44% Completely Partially 27 . This indicates that such products are usually close substitutes so unavailability of one leads to purchase of another without much regard to taste or brand loyalty. Packaging and Availability were ranked in order of importance from 1 (lowest) to 5 (highest) by each respondent. Price.Taste.

Emotional Connect 2.56% trust the brand completely. favourable brand associations in the minds of the consumers which is commendable. These associations based on the Brand Perception segment in the analysis. despite the baggage the brand has carried for the worm controversy. Other sources of Brand Equity for Dairy Milk are: 1. Majority even trust this brand completely. Sources of Brand Equity: The main sources of Brand Equity are Brand Awareness and Brand Image. This level of recall is generated when Dairy Milk enjoys the Top of the Mind effect. This product has built such a brand image that it has attracted the consumers so they will not like to switch over to other brands especially since they are competitively priced which aids consumer preference even more. which speaks in favour of the brand and its equity. Cadburys· Dairy Milk not only enjoys high levels of Brand Awareness but Unaided Brand Recall. Consumer·s taste and preferences 28 . Cadburys· Dairy Milk has managed to create strong. The brand image of Cadburys· Dairy Milk plays an important role in building the Brand Equity of Dairy Milk through the medium if unique brand associations. Right from the Kuch Meetha Ho Jaaye campaign to the recent Shubh Aarambh. are favourable as consumers relate to it as a chocolate for every occasion/ celebration. To assist its brand recall and brand image are strong supports that Dairy Milk receives from the robust distribution system (availability) and memorable packaging which only adds to the brand associations for Dairy Milk and help build its brand equity. unique. Basis the research. while 44% trust it partially.

However marketing strategies are not always secondary to corporate objectives. These strategies must therefore be consistent with the wider corporate objectives of the organisation.BRAND STRATEGIES Based on external environment: The marketing strategy that a business uses must reflect the objectives of the business as a whole. and the selling of the finished products. and their possible constraints on strategy. These external factors can affect everything Cadburys do with advertisement. Such attitudes are influenced not only by the environment within which a business operates but also by the views of managers and directors and the culture of the business itself. design products. 29 . Strategies are likely to be influenced by the attitudes of decision-makers towards matters such as the desirability of risk and change. It can provide a quick and visual representation of the external pressures facing the business. to the press right up to the health and safety laws. EXTERNAL INFLUENCES: External influences can range from the consumers. PEST ANALYSIS: The PEST analysis will examine the external environment and the global factors that may affect Dairy Milk·s business.

their spending patterns and willingness to spend can all depend on interest rates. This is an international Law which all businesses have to adhere to. Regional factors can come from just environmental acts. prices will go up for raw materials and production but customers won·t want prices to increase in the final product. both regionally. For instance Cadburys will have to look at the Weights and Measures Act which makes it compulsory for the product to have on the labelling of the package a roundabout weight of the final product. Does a new product have the need to come on the market? Economic variables can change the way a customer needs apply. and this will affect the strategy by having prices rising and falling and income monthly being vary. The company will 30 . For instance due to inflation.POLITICAL: There are many political developments Cadburys will have to look at when producing the final marketing strategy. Consumer activity can change throughout seasons in the year. where their factories are built and whether it is built on an environmentally stable area. and nationally and also internationally. Also will the government increase financial support to such a large company if rising costs do occur? ECONOMIC: The marketing strategy will have to involve economic factors and their effect on the business.

Due to fashion and taste people change their minds every month to want the rich and the famous eat and wear. SOCIAL: If there is a social change taking place outside Cadbury then it might affect the way a strategy may be run or even designed. this therefore means that the demand for chocolate will have fallen as more people will want a healthier option rather than a chocolate bar. then people will be living longer and this will then cause a larger demand on confectionary for the elderly and middle aged consumers rather than the younger population.need to make a balanced price in case inflation does increase by a lot to stop there being a loss. But if there was an increase in birth rates and a decrease in life expectancy then there would be a greater demand for confectionary within the younger population. Although chocolate is not directly involved. for example if there was a fall in birth rate and the life expectancy increased. 31 . if the company is situated in a low unemployment level area then it would be harder to find people willing to work the areas of Cadburys Company but if unemployment levels are high then there may not be a need for more staff. Statistics in the last few years have shown that obesity has increased. People dieting will also cause a big problem. Unemployment levels can also affect a company. Adverts and promotions can also affect the way people spend their money. it will still affect the choice people make on which brand consumers will buy. if there is a famous actress on a Cadburys advert then people are more likely to want to buy that product if they think someone the admire is consuming it.

positioning: SEGMENTATION: Geographic Segment: For CDM. CDM has further classified itself into: Impulse Segment: (Khaanewalon ko khaane ka bahana chahiye). low involvement product. technology has changed dramatically. This will help with the strategy as it will be easier to promote the product to the consumers. Communication has improved as well as marketing the product through word of mouth has now changed to advertising in magazines. From this if extra demand is wanted from consumers then it will be easier to produce the product quicker than the original handmade chocolates. this is the segment that is targeted very strongly by CDM for the consumers who would consume the chocolate based on pure impulse as it is after all an impulse. newspapers. Segmentation. television and even the internet. the product reaches across the entire nation having a wide distribution in the market ² having manufacturing facilities and sales offices located pan India in all the 4 zones in a strong way. bill boards. Gift Segment: Purchased to gift someone (occasion based) TARGETING: 32 . Being a traditionally mass product. there is first of all the Geographic Segment that plays the largest role for its consumers. It has become quicker and more efficient to this day.TECHNOLOGICAL: From the early days of Cadburys. Production lines have been swopped for machines which can produce the whole product in one quick easy procedure. targeting.

A 49g bar of Dairy milk has 1080 KJ of energy. cocoa butter. Across the various campaigns CDM is positioned as a spontaneous brand that is carefree. . PRODUCT Cadbury Dairy Milk is a chocolate made out of cocoa. powered or condensed milk. 33 . sugar and flavouring.7 g of protein. In fact Cadburys is synonymous worldover with chocolates and hence the marketing program always focuses on the positioning in order to be a part of the consumers regular consumption at any given point in time to include as many occasions as possible. Below are the strategies that could further enhance the equity of the brand and help it gain leverage for its various offerings. for special as well as real moments in life. Marketing mix: Cadburys has still consistently emerged as one of the top 5 most trusted brands in the Brand Equity completion hosted by ET.3g of fibre. This only goes to prove that Cadburys is like no other in the confectionery segment and has created a distinct mark for itself in this category in the FMCG sector.6g of total fat. friends. traces of sodium and 255 calories. POSITIONING: Positioned nationwide as the perfect expression of love ² family.The prospective customers of Cadburys· Dairy Milk have changed from Kids to Adults ² including every family member to celebrate any occasion with Dairy Milk. 27. There is no over the top exaggeration but the positioning has always been to connect with consumer on a personal yet relatable level. 14. etc.9g of carbohydrate. 3.

. it rates higher than almost all other brands on this parameter.000 retailers and hence availability 34 . PLACE: Availability is a crucial aspect to Cadbury·s success and according to the survey. b) Contains many vitamins including B1. U. It should also innovate to cater to the calorie conscious. providing over 15% of the recommended daily requirement in a 49g bar of Cadbury's Dairy Milk. adults and the elderly as well. Roast Almond. Crackle. magnesium. and E as well as minerals including potassium.Fruit & Nut. Benefits:a) Cocoa contains high levels of naturally occurring compounds called flavanols and a range of other polyphenols that have been shown to reduce blood pressure helping to improve heart health. Cadbury Dairy Milk Desserts. mood enhancing chemicals produced by the brain. copper. Cadbury Chunky. Cadbury Dairy Milk Wowie and Cadbury Dairy Milk 2 in 1. as well as the caffeine in chocolate may increase alertness and mental performance. manganese and by far the most important. c) Theobromine and phenylethylamine.K. zinc. B2. It comes in various sizes and targets children.First manufactured in 1905 at Bournville. calcium. phosphorus. it became available in India in 1948.  Recommendations: Cadbury should seriously consider focussing on the energy/ health bar segment for the Indian market. d) Eating chocolate triggers the release of endorphins. CDMs are sold directly to wholesalers and Retailers over a distribution network that encompasses over 2100 distributors and 450. sodium. These produce feelings of pleasure. Cadbury Dairy Milk has several variants .

which seems to be pretty healthy for the chocolate category. The availability aspect has already been taken care of in the Place segment. Cadbury is known for its distribution system and should continue focussing on grocery stores. which has been its strength. etc and is not perceived as a chocolate only for occasions but the consumption patterns and brand perception indicate it is considered a chocolate for any time of the day or week. easy availability and frequent restocking are important so that the consumer doesn·t end up consuming a rival brand·s product for lack of availability. In store visibility and easy access are also important. pan wallahs and canteens of schools and colleges. PRICE: Based on the questionnaire research findings. Dairy Milk has always had different SKUs at different price points.e.is evidently the strongest find in the consumer perception findings in the research. The brand is perceived as an above average chocolate in terms of quality taste. The majority of the respondents said they buy dairy milk from grocery stores. it has been noted that Cadbury·s Dairy Milk consumption for 58% of consumers· i. Had pricing of the chocolate been an issue. the brand wouldn·t have been received so well by the consumers. This concludes that Cadbury·s Dairy Milk pricing strategies in the chocolate segment are received well by the target audience. taste and packaging score higher on the consumers· list of important attributes and priorities rather than pricing. To corroborate the consumer comfort with pricing. Attractive displays at the payment counter will induce impulse buying. the issue of Dairy Milk Silk·s 35 . majority of them consume it once a week. especially to entice children. given the positioning of the brand (auspicious beginnings/occasions).  Recommendations: From the small pan wallahs to the big supermarkets. There is however. one of the research question findings further indicates that availability. supermarkets.

Pay Day and Shubh Aarambh all in an effort to increase usage which has worked well for the brand and generates brand recall as well. Wowie. the Dairy Milk Shubh Aarambh and Éclairs.pricing to be considered. Outdoor. Almost 80% of chocolate purchases are made on impulse. CDM has successfully transitioned from being a kid·s chocolate brand to a mass consumer product. Fruit & Nut. the campaigns reflected the widening of chocolate consumption among the target audience which not only includes children. 35-42 (range) PROMOTION: The current promotions strategy for Cadbury·s Dairy Milk products are restricted to aggressive campaigns for Silk.50 to Rs. Desserts and Temptations. The other offerings for the variants under the Cadburys· Dairy Milk brand are Crackle. Miss Palampur. SWOT analysis: 36 . During the 90s. Pappu Pass ho Gaya. hence the media mix for the campaigns comprise of TV. Internet & Radio with more concentrated focus on television advertising with the use of emotional appeals. the pricing of the chocolate could be brought down from a Rs. Then came the various occasions like Kuch Meetha ho Jaaye. Cadburys· Dairy Milk Silk is a premium offering and hence is priced at that level (a niche audience) but in order to increase the consumption of the brand Silk in the future.

Such to consumers through an extensive segments are already been tapped distribution network spanning by companies like Amul (Amul across India. The price point of Dairy Milk well crafted communication products deters it from generating campaign. One may safely say that Brand Elements associated with Cadbury Dairy Milk occupy a unique position in customers mind. Silk. to establish a clear & consistent Lack of experience in tackling Brand Image over the years emerging markets is a major through quality product offerings. Dairy Milk also enjoys a great recall value (inferred from the Brand Survey) when comes to milk chocolates. This recall value is not just limited to kids but also to people belonging to middle aged groups. Shots etc) ensures that the brand is present across all related product categories. 2. Milk chocolate). Dairy Milk has also been able to create clear connections of its brand elements with it over the years. The recent acquisition of Cadbury which is a globally established by Kraft Foods Inc. additions to the brand as well as a 3. Apart from India. 2. 3. 4. the brand has Cadbury Dairy Milk has been able traditionally been strong in Europe. leadership in innovation. The presence of Dairy Milk in form of multiple variants (Crackle. 6.1. 5. weakness of Cadbury & this also careful yet innovative product shows in the brand Dairy Milk. significant sales in certain segments Dairy Milk commands a great reach which find the prices too high. Strengths Weaknesses Dairy Milk is owned by Cadbury 1. proving that this chocolate 37 . may result in brand name known for its Dairy Milk getting side-lined as a manufacturing competency and brand.

is not just seen as a product offering for kids. Sugar Free category is a major opportunity for Cadbury Dairy Milk. Opportunities 1. Increasing competition from international front is one of the biggest threats to Cadbury Dairy Milk. Threats 1. This is a threat to Cadbury Dairy Milk. The Dairy Milk brand may also try innovating in taste by introducing more international flavors. 3. The highly price sensitive nature of the industry is also a threat for the Dairy Milk brand. Rapid innovation and introduction of several snacks in the market (Kurkure. 38 . 2. 2. Hippo etc) also increases the consumer propensity to switch.

RECOMMENDATIONS: y Cadbury should seriously consider focussing on the energy/ health bar segment for the Indian market. easy availability and frequent restocking are important so that the consumer doesn·t end up consuming a rival brand·s product for lack of availability. It is aiming to replace traditional gifting options like mithais and dry fruits. They can also consider coming up with their exclusive ¶Chocolate Boutiques·. 39 . It should also innovate to cater to the calorie conscious. and is synonymous with the word chocolate in India with a very high brand recall and high number of repeat purchases which indicates high brand loyalty.RESULTS: The following are the key findings of the research that was undertaken: y Cadbury Dairy Milk is the flagship brand of Cadbury India Ltd. y From the small pan wallahs to the big supermarkets. y Dairy Milk has positioned itself as an item for all occasions and to be enjoyed by all irrespective of their age. None thought it was bad or the worst which reflects well on the brand equity. y Cadbury Dairy Milk has a very good brand image among the consumers with majority of respondents finding it either excellent or good in quality as compared to competition. y Attractive displays at the payment counter will induce impulse buying. Even the packing is considered to be of very high quality. y Dairy Milk also enjoys very favourable brand associations with majority of the respondents associating it with supreme quality and flavour.

CONCLUSION: The confectionery market in India is huge with immense scope for the chocolate industry.y In store visibility and easy access are also important. attitudes. 40 . y For festivals like Christmas Dairy milk can introduce special chocolates like rum and champagne flavoured chocolates. CDM should introduce promo offers of loose CDM individual chocolates with their other Cadburys· brands like Silk to increase purchase of the premium brand and push the other less expensive brands in the same basket. while the campaigns have generated recall. CDM focuses on few of the Dairy Milk offerings as mentioned above. y In terms of communication. This is generally done during festivals but should be done throughout the year highlighting brands like Crackle & Fruit & Nut which are of superior quality and a higher pricing point. y For the current festival season. Economic distribution using proper supply chain is necessary and so is maintaining a high brand loyalty. Perhaps the change in strategy could be to have a separate campaign that highlights all the Dairy Milk brands as a combined offering from CDM in the market. Cadbury dairy milk scores on all these accounts and therefore has maintained its position as the market leader since the time it was introduced in the Indian market. especially to entice children. other than having the large family packs for the consumers. Understanding consumer preferences and needs is the key to growth in this industry. This will do for the section of the Target Group which finds Cadbury·s Celebrations and Temptations expensive for purchase. This also is a time to promote the other products in the CDM/or even the Cadburys· segment alone towards the consumer in the celebration packs at reasonable price points. The Indian chocolate industry is a unique mix with extreme consumption patterns. beliefs. income level and spending.

Mumbai and are conducting this survey as a part of our Brand Management curriculum. e.Appendix QUESTIONNAIRE: BRAND TRACKING Dear Sir/Mam We are second year students of K. d. d. No 3) If yes. Once a day More than once a day Once a week More than once a week Less than once a week 41 . f. c. c. Your answers and views would be kept strictly confidential and would be collectively analyzed along with other responses in the survey.J. 1) Name the top 5 brands of chocolates you can think of: 2) Have you tried any of the Cadbury Dairy Milk chocolates? a. e. what sub-brands of Cadbury Dairy Milk have you tried? a. b. We shall be grateful if you could spare 10 minutes of your valuable time to fill this questionnaire. Cadbury Dairy Milk Cadbury Dairy Milk Crackle Cadbury Dairy Milk Roasted Almond Cadbury Dairy Milk Fruit and Nut Cadbury Dairy Milk Shots Cadbury Dairy Milk Silk Cadbury Dairy Milk Wowie 4) What is your frequency of consumption of Cadbury Dairy Milk? a. SIMSR. g. We thank you in advance for your cooperation. Yes b. b.

b. e. c. c. Just pick up. d. c. c. 6) What do you think of Cadbury Dairy Milk? a. d. b. d.5) When do you have Cadbury Dairy Milk: a. b. c. Whenever I want to celebrate. Other:_________________________ 7) Which Ad of Cadbury Dairy Milk do you remember? a. b. Meeta hai khana. d. b. Whenever I feel happy. c. Just another chocolate. Excellent Good Average Bad Worst 9) You perceive Cadbury Dairy Milk as a chocolate for the age group? a. Taste Price Packaging Availability 42 . 5 highest) a. d. Less than 10 10-15yrs 16-30yrs Any age 10) How do you rate Cadbury Dairy Milk on the following parameters? (1 Lowest. Means to celebrate. aaj pehli tareekh hai Shubh Aarambh Khanewalon Ko Khane Ka Bahana Chahiye Campaign Real Taste of Life Campaign Pappu Pass Ho Gaya & Miss Palampur Campaign 8) What do you think of Cadbury Dairy Milk products in comparison to its competitors? a. e. b. Whenever I feel sad.

e. where do you buy Cadbury Dairy milk from? a. b. No. Availability a. Grocery store Supermarket Canteen Others 43 . if similar brand appears in the market? a.11) Do you trust Cadbury Dairy Milk brand: a. No 12) Will you stop buying Cadbury Dairy Milk. Partially c. Completely b. Packaging. b. not at all b. d. I may consider c. Price. Nestle s Milky Bar Nestle s KitKat Mars Bar Amul Milk Chocolate Toblerone 14) Generally. d. Can t say 13) Rate the following on the basis of the characteristics mentioned: (scale of 1-5) Taste. c. c.

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