DNYANASADHANA SR, COLLEGE, THANE

TYBMM-V-SEMESTER (ADVERTISING)-2011-2012 Individual Project Work Brand Building

Roll Name of Students No. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Amberkar Shrutika Sharad Arya Utkarsh Sameer Bagawe Rohit Sunil Bandiwadekar Priyanka Rajendra Chouare Girish Ganpat Desai Kaustubh Jairaj Dhas Snusha Jayprakash Ganta Gaurav Istari Gondhalekar Kaustubh Nandakumar Kaintura Aarti Sohan Kale Rajendra Ravindra Khilari Sumit Vijay Kulkarni Omkar Narendra More Bhushan Anand Mulya Sairaj Krishna Nair Sanal Muralidharan Phadtare Sachin Dinesh Pirankar Omkar Parshuram Pradhan Takshit Ninad Ramchandani Mohit Vijay Rane Prathamesh Dayanand Sanganeria Ankit Bimal Sharma Suriyakant Shrikant Shere Sushant Gautam Shetty Sachin Shekhar Shinde Laveena Jayant Singh Rishikumar Vinaykumar Ver Rayon Syndney Yerunkar Pratik Prakash Topics Branding Process Brand Equity Brand Loyalty Brand Building Blocks Advantages & Limitations of Branding Brand Awareness Brand Re-positioning Entering New Markets Product V/s Corporate Branding Creating Brands Multi Product Branding Strategies Brand Licensing Brand Product Matrix Brand Extension Developing Brand Identity & Personality Enhancing Brand Image through Promotions Protecting Brands in Competitive Environment Brand V/s Product Brand Leveraging Brand Hierarchy Branding Strategies Brand Positioning Brand Management Brand Associations Multi Branding Strategies Brand Personality Moving the Brand Up Moving the Brand Down Brand Leadership

Case Study CADBURY DAIRY MILK CHOCOLATES How Celebrity Influences and Changes Consumer Perception

Brand History It all started in 1905 when Cadburys top selling brand, Cadbury Dairy Milk was launched in Bournville, UK. By 1913, Dairy Milk had become Cadburys best selling chocolate, and in the mid twenties it became a brand leader. Cadbury India began its operations in 1948 by importing chocolates and then repacking them before distribution in the Indian market. With its delicious smooth texture and unique creamy taste, Cadbury Dairy Milk made an immediate on Indian Customers. At the point of entering the Indian market in 1948, Cadbury faced quite a few challenges. It had to get people accustomed to chocolates, primarily seen as western taste. Cadbury had to sell these products by reaching out to the masses in a country with a lot of diversity and varied interests. However, the company recognized the importance of the chocolate brand as a means of expressing parental affection for their children. In the 1980s, the company positioned Cadbury Dairy Milk as The perfect expression of parental love. Cadbury markets chocolates like - 5-Star, Perk, Temptations (five variants), Crackle, Fruit and Nut, Dairy Milk Eclairs (toffee), Gems etc., This case study focuses on the normal Dairy Milk Chocolates. PACKAGING DESIGN Cadbury had always focused on the taste of its chocolate to be its USP, and hence the advertisement of the chocolate had a picture of milk pouring into the Cadburys Dairy Milk Chocolate block This image has become an integral part of the packaging design and has been featured in magazines, buses, trains, billboards, and television. AS a result of good positioning and branding, Cadbury Dairy Milk made inroads into the Urban market and established as a product that childrens love to have. SHIFT IN FOCUS This strategy worked extremely well till the 1990s. Cadbury faced some new difficulties through the consumers perception about the product itself. Chocolate was considered to be for children alone and as a result the brand could not be targeted at the adult audience which resulted in brand stagnation. Extensive market research revealed that Cadbury Dairy Milk can be associated with different moods and moments of people and Cadbury redefined the communication by bringing on the Real Taste of Life campaign, shifting the focus from just for kids to the kid in all of us i.e. it appealed to the child in every adult. COMPETITORS

During the 1990s, Nestle emerged as a strong competitor by bringing in Kit Kat which trendy and exciting, Amul Chocolates, Swiss Chocolates To face competitions Cadbury Chocolate Dairy Milk Home Pack for those consumers who likes to consume at home with their family. Cadbury introduced variants of Dairy Milk such as Fruit and Nut, Crackle and Roast Almond to cater the taste buds of the consumers. Knowing the importance of Indians attach to consumption of sweets and giving them as gifts to relatives and friends during important festivals like Deepawali, Holi, Raksha Bandhan, Cadbury in 2005 came out with the Celebrations concept. RECENT SHAKE-UP/CRISES In 2003, Cadbury faced a major controversy when some packets of Cadbury Dairy Milk were found to be infected with worm. It created panic in market and led to loss of sales to 5%. A case was registered against Cadbury, which ultimately led to some compensation being provided to the customer who had bought the worm-infected chocolate. Later Cadbury introduced a double packaging for Cadbury Dairy Milk Chocolate by wrapping in aluminum foil and enclosed in a poly-flow pack, which is sealed from all sides. The larger Cadbury Dairy Milk Packs were kept in poly-coated aluminum foil, which were heat-sealed and then wrapped in the outer package. Apart from these protections, Cadbury sought to get a Brand Ambassador to help it overcome the controversy and provide a fresh thrust to its brand image. Cadbury roped in Amitabh Bachchan, the biggest film celebrity in India, as their Brand Ambassador. Questions: [a] As a brand manager of Cadbury Dairy Milk, you have been asked to change the consumers perception about eating chocolate on a regular basis. What recommendations would you make? [b] Most celebrities act in the capacity of persuasive role models and, that too, they usually appear in television commercials. Discuss the effectiveness of deploying a celebrity such as Amitabh Bachchan as its brand ambassador. [c] Do you think the campaign of Real Taste of Life would be effective in the Indian Rural Market? Discuss.