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CADBURY

MARKETING ASSIGNMENT -II
BY ALISHA ASHISH
09PG244

Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%. Cadbury's main product . Snacks. John Cadbury opened in Birmingham selling cocoa and chocolate. Switzerland. Temptations. Since then we have expanded our business throughout the world by a program me of organic and acquisition led growth. Milk Food Drinks. and Gems. and Candy. Cadbury and Schweppe merged in 1969 to form Cadbury Schweppes plc. Milk chocolate for eating was first made by Cadbury in 1897 by adding milk powder paste to the . Some of the key brands of Cadbury are Cadbury Dairy Milk. the separation of our confectionery and Americas Beverages businesses was completed creating Cadbury plc with a vision to be the world's BIGGEST and BEST confectionery company.Overview of the Company Cadbury India is a food product company with interests in Chocolate Confectionery. In Milk Food drinks segment.000 direct and indirect suppliers We employ around 45.making us nearly 200 years young We work with around 35. Eclairs.000 people Every day millions of people around the world enjoy our brand Cadbury is the world's largest confectionery company and its origins can be traced back to 1783 when Jacob Schweppe perfected his process for manufacturing carbonated mineral water in Geneva.Bournvita is the leading Malted Food Drink in the country. In 1824. Its heritage can be traced back in 1824 when John Cadbury opened a shop in Birmingham selling cocoa and chocolate. On 7 May 2008. Perk. 5 Star. • • • • • • We make and sell three kinds of confectionery: chocolate. Celebrations. gum and candy We operate in over 60 countries John Cadbury opened for business in 1824 .

Brands have many benefits for companies and consumers. Cadbury has five company-owned manufacturing facilities at Thane. Cadbury India began its operations in 1948 by importing chocolates and then re-packing them before distribution in the Indian market. Branding helps differentiate products and can be a powerful tool of competitive strategy. Cadbury Dairy Milk. In 1905. Mumbai. Its corporate office is in Mumbai. By 1913 Dairy Milk had become Cadbury's best selling line and in the mid twenties Cadbury's Dairy Milk gained its status as the brand leader. While products can come and go over time. brands (if properly managed) can live indefinitely. cocoa butter and sugar.dark chocolate recipe of cocoa mass.000 people in over 200 countries. enabling premium pricing and making widespread distribution easier to achieve. Cadbury employs 60. Brand loyalty helps create and . This means the brand can act as a barrier to competition. intended to identify the goods and services of one seller and to distinguish them from those of competitors". Strong brands carry a guarantee of quality which consumers trust and are often willing to pay more for. Kolkota and Chennai). Building strong brand is an important marketing strategy for companies. Today. Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. For companies. Induri (Pune) and Malanpur (Gwalior). For consumers. was launched. strong brands add value. Worldwide. brands help them to quickly identify products and make shopping easier. Consumers will pay a premium price for a branded product if they believe they it provides a higher value. and consumers develop positive associations with the brand and are less likely to purchase competitors’ products. Cadbury's top selling brand. WHAT IS BRAND? A brand is a name sign symbol slogan or design or a combination of these.

The brand pyramid helps managers understand the strengths of the brand and ensure .sustain high sales and profit. The middle tier represents the brands style or elements of the brands’ identity that represents the self image of the brand of physical appear ance etc. brand name awareness. packaging. Brand themes are flexible and change with the brand and need to be relatively stable over time. Brand core values are the genetic code of the brand and remain the same overtime. Closely related to these values is the brand proposition : the promise the brand makes to the consumer. Brand themes are flexible and change with tastes. fashion. This proposition should be easy to understand and appeal to the target market. The Brand Pyramid . technological developments and changing consumerphysical appear ance etc. perceived quality and strong brand association. . This identity needs to be planned by brand management. The top tier of the pyramid consists of brand core. product shape and design.Brand Meaning Brand core Brand proposition Brand style Brand themes A brand pyramid can help managers plan and analyze The top tier of the pyramid consists of the Brand core. br and core a brand’s identity. advertising etc. The base of the pyramid is formed by the brand themes which are concerned with the brand currently communicate through its advertising. visual symbols (such as logos). DEVELOPING A BRAND A brand identity is the message sent out by the brand through its name. Brand equity is the value of a brand based on the extent to which its has brand loyalty. as this is key to gaining market acceptance and leadership.

Cadbury is linked with its . e. A brand extension is the use of a well known brand name on a new product category. while allowing an individual brand to be identified.g. Brand starching is the use of an established brand name in unrelated markets or product categories .g. Cadbury is a family brand . sunglasses etc.\ Individual brand names (multi brands): in this case each brand is created and named separately and has separate identity. We will discuss this in relation to the DAIRY MILK brand.consistency of its message. e. The risk however is that that if one brand is unsuccessful or falls into disrepute. This term is given to product ranges where the family brand name is used for all products. such as “John Rocha Waterford Crystal” CADBURY: THE BRAND In this case each The brand CADBURY enjoys a high level of brand equity. Combination brand names: This approach allows for the optional use of the corporate brand name. using a well known designer name on cosmetics. There are three main brand name strategies: Family brand names: The parent brand is also known as an “umbrella” brand. This also helps to identify the opportunities for brand stretching and brand extensions. Cadbury Dairy Milk. Cadbury uses a combination of brand strategies.Individual brand names (or multibrands): Researches show 90% of the people recognizes the brand while 74% state that when it comes to chocolate only CADBURY will do. the reputation of the complete family of brands can be tarnished. The family brand . The advantage of this approach is the positive associations with the parent brand will transfer to all sub brands. Using a family brand may not be that suitable as brand values may be far apart. clothes.

representing them in a way that is easily understood by consumers. Cadbury is such a brand.e. The sub brand is then distinguished by its own individual livery. Recently marketers have identified particularly strong family or corporate brands as MASTERBRANDS. Cadbury Crème Egg. Cadbury Roses and Cadbury Flake to name a few. However. i.famous sub brands . As a reward or a pick me up. Cadbury’s core brand values include "life’s everyday pleasures that make us feel good and never let us down. IBM is another example of MASTERBRAND. vision and values. a true Masterbrand is more than name of the company – it incorporates the company’s mission. we consumer s trust Cadbury chocolate to make us feel better BUILDING A MEGABRAND: CADBURY DAIRY MILK . The family brand identity is style communicated by packaging with the Cadbury corporate purple color and the distinctive Cadbury script logo.

Both were standalone products with distinctive identities.In the last year there has been a major development in brand strategy at Cadbury y Ireland. no matter what your humor or the occasion. The rationale for a mega brand: 1. optimize the market potential of the brand ) by elevating it to a Megabrand or range brand. SCOPE OF THE MEGABRAND When developing a Megabrand. Stand alone it increasingly difficult to compete with Megabrands. Both had a loyal consumer base high should not The parent brand is also known as an Family brand names : . Creating and maintaining brands has become very expensive. A Megabrand or range brand spans an entire range of products.e. 2. In addition. Megabrands provide economies of scale as the fixed costs of maintaining a brand name can be spread across the sales of numerous product lines. Cadbury y made a strategic marketing decision to leverage the value of the Dairy Milk brand (i. the one with the greatest loyalty is Cadbury Dairy y Milk.e. The core proposition of the new Dairy Milk Megabrand could be described as ‘delivering recipes for lives upbeat occasions i. Other factor s leading to the emergence of the Megabrand include growing Pressures and greater global competition. products are chosen for inclusion on the basis of their compatibility with the brand’s identity. the (blocks) chocolate brands were included as they were perceived as variants of Dairy Milk. For Cadbury. creating. The Megabrand concept can help provide structure and unity to a strategy. The Cadbury Dairy y Milk brand has been stretched to become a family brand in its own right. relationships with products which may have been previously unseen by customers. Cadbury Dairy Milk will provide the perfect accompaniment’ Two products in the Cadbury range created a dilemma: Wispa and Caramel. Megabrands are better resourced and have a greater chance of success than standalone brands. In 2002 more than 19 million Dairy y Milk products were sold. it is easier for consumer to try new offers from their trusted brand. A Megabrand strategy can add visibility to products and provide greater credibility to consumer s for a variety of offers under the brand. Of all the successful Cadbury brands.

They are breakfast type bars that are quick to eat in. proved popular. The new Dairy Milk Bubbly brand benefited from a new name which better conveys the distinctive "mouth feel" of Wispa. The wrapper also states that Boost is "Charged with glucose. The Dairy Milk Megabrand without alienating loyal consumer s. and ideally as a slightly healthier and more wholesome snack option to chocolate bars. Its wrapper says that it consists of milk chocolate with caramel and biscuit filling. They come in a variety of flavours: Raisin. Mixed Berry. and sold in the UK by Cadbury UK and also sold in Australia and South Africa. while 89% of Caramel customers indicated their likelihood to buy the new Dairy Milk Caramel. bran flakes and crispies) bound with honey and half covered in milk chocolate. which is also easier to break. Apricot & Almond.be abandoned. Other range refreshment initiatives involved deleting some products such as Banoffi while incorporating new variants like Cadbury Dairy Milk Orange Shots. Their inclusion provided the opportunity to further leverage." Cadbury Brunch Bar is a bar of cereals (oats. Cranberry & Orange. To incorporate these products into the Dairy Milk range called for a fresh strategy. . Hazelnut. Fruit & Nut. Test showed that 85% of Wispa consumers were likely to buy Dairy Milk showed that 85% of Wispa consumers were likely to buy Dairy Milk. Chocolate Chip and Toasted Coconut and is made by Cadbury UK. The new aerated chocolate product now in square form. Both were blocking chocolate and provided a fit with the Dairy Milk Megabrand. This approach will keep the range fresh!!!!!!! CADBURY AND ITS PRODUCTS Cadbury Boost is a chocolate bar made by Cadbury Ireland in the Republic of Ireland.

Crispy Crunches were sold in the United States for a brief time in the 1990s by the food distribution arm of Pro Set. A lower-calorie version of Crispy Crunch was available for a limited time in the mid-1990s. . sold all their chocolate brands to Cadbury in 1996. so parts of the bar can be "saved for later" although the bar is the same as the old 8 chunk but in Fruit and Nut. include Caramilk made with dark chocolate maple. Pro Set went bankrupt. chocolate.[1] Variations available. It was first sold in 1968. or cappuccino. the collectible card company. though packaging continued to feature the Neilson logo for a few years. The original manufacturers. "Chunky" (thicker) versions called Caramilk "Thick" and cylindrical versions called "Caramilk Rolls" (similar to Rolo) have also been introduced. Crispy Crunch is sold in Canada. Crispy Crunch is a hard chocolate bar with a crispy peanut flake inside that is made by Cadbury. the recipe has changed in that it is less salty and more sweet as it has a more of the crunchytopaz coloured candy coating around the centre. Since Cadbury began manufacturing of the chocolate bar. resulting in Crispy Crunch no longer being available in the United States. However instead of larger bars. The concept is that the bar is to be more "portionable". Whole Nut and Standard. Neilson. A similar technique has been introduced with Cadbury Double Decker and Cadbury Boost bars. Both brands received a packaging refresh at the same time. two separate bars are packaged together and are called "Duo".Cadbury Caramilk is a caramel-filled chocolate bar made by Cadbury Adams in Canada. This bar has the new logo and packaging. Bar and a Half In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a Half" range as a replacement to the Cadbury Dairy Milk "8 chunk" across several Dairy Milk variants. some of them limited editions.

when it was renamed. It is also a major success as a corporate gifting brand.Cadbury Dairy Milk Caramel is a chocolate bar that is part of the Cadbury Dairy Milk brand and is made by Cadbury UK and Cadbury Ireland. The bar was first launched in 1976. The communication is based on the emotional route and the tag line says "rishte pakne do" which fits with the brand purpose of strengthening your relationships with something sweet. Cadbury Celebrations is available in several assortments: An assortment of chocolates like 5 Star. Cadbury Celebrations has become a popular brand on occasions such as Diwali. Almond magic. . In early 2009 it was relaunched. Gems. Rakhi. The bar is sold in the United Kingdom and Ireland. Cadbury celebrations : Cadbury Celebrations was aimed at replacing traditional gifting options like Mithai and dryfruits during festive seasons. the blocks are stamped with the word Cadbury on the top. cashew magic. The blocks vary in shape and number according to the size of the bar. raisin magic. nut butterscotch and caramels. Dussera puja. originally called Cadbury Caramel until 2003. The super premium Celebrations Rich Dry Fruit Collection which is a festive offering is an exotic range of chocolate covered dry fruits and nuts in various flavours and the premium dark chocolate range which is exotic dark chocolate in luscious flavours. Dairy Milk and Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in 5 variants. he product is a Cadbury Dairy Milk chocolate bar semi-divided into blocks each of which has a caramel filling. but on all bars. with the Caramel name re-emphasised as the main on-pack brand. and the Dairy Milk brand reduced in size. Perk.

a long line. In o rder to engage youth the campaign was executed acrossTV. and hunger! Rings a bell? That was how Cadbury launched its new offering. To do this the variant Cadbury 5 Star Crunchy was launchedwhich still had the richness of caramel. outdoor and print media. Raageshwari started the trend of advertising that featured mischievous. anywhere' snack zoomed right into the hearts of teenagers. Cadbury Perk: A pretty teenager. With its light chocolate and wafer construct. internet. Cadbury Perk in 1996. chewiness of nougat but also contained rice crispies. Cadbury Perk became the new mini snack in town and its proposition "Thodi si pet pooja" went on to define its role in the category. With a catchy jingle and tongue in cheek advertising. this 'anytime. bubbly teenagers getting out of their 'stuck and hungry' situations by having a Cadbury Perk. radio.Cadbury five star Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share among lapsed consumers. Cadbury Perk targeted the casual snacking space that was dominated primarily by chips & wafers. .

In fact. Who can forget the unique. Cadbury Gems : The saying "Good things come in small packets" has been proven right many a times and it couldn't have been truer for the pretty chocolate buttons called Gems. It is among the oldest brands in the Malt Based Food / Malt Food category with a rich heritage and has always been known to provide the best nutrition to aid growth and all round development.As the years progressed. Cadbury Bournvita has continuously re-invented itself in terms of product. so did the messaging. Cadbury Gems has captured every consumer's fantasy for almost 4 decades. Cadbury Gems has always had 'Masti' as the key proposition in all its communication. Cadbury Bournvita : Cadbury was incorporated in India on July 19th. which changed with changes in the consumers' way of life. Cadbury Gems brings happiness to the consumer's world. To compliment Cadbury Perk's values. The Cadbury lineage and rich brand heritage has helped the brand maintain its leadership position and image over the last 50 years. . encased in a pack that's as colorful as the product itself? Unrivalled in all these years. Throughout it's history. Cadbury Gems is always a willing ally for pranks and fun. With this promise in mind. the bubbly and vivacious Preity Zinta became the new face of Perk with the 'hunger strike' commercial in the mid 90's. packaging. Little wonder that Cadbury Gems. Cadbury Bournvita was launched during the same year. brightly colored chocolate buttons with crispy shells. promotion & distribution. the brand that came into India in 1968 is still going strong. 1948 as a private limited company under the name of Cadbury-Fry (India).

To promote the new Dairy Milk This is the creed or genetic code of the brand. This involved a highly coordinated set of promotional activities across various communications channel each activity bearing the same message . Adults like the products of Cadbury as much as children do. Cadbury aimed at replacing the traditional sweets. They are exclusively indianised. Indians are fond of having dessert after their dinner. It was not only considered better but also superior to carry Cadbury instead of the normal sweets. Cadbury implemented a INTRODUCING CADBURY AS AN AFTER DINNER SWEET One of the biggest marketing strategy followed by Cadbury in India was introducing Cadbury as an after dinner sweet. This approach is known as integrated marketing communications and ensures that consumers receive a clear and consistent message about a brand. Indians have the habit of carrying sweets as gifts when they visit a friend or relatives. Brand core: campaign. COMMUNICATING STRATEGY To promote the new dairy milk megabrand . Cadbury also aimed at selling in bulk during festive seasons such as diwali and rakhi. Such type of advertisements have created a very wide range of consumers for Cadbury. Another reason for Cadbury being such a successful brand was that it aimed at replacing the traditional sweet custom so prevalent in India. In most of its advertisements. Cadbury implemented comprehensive “360 degree support” campaign. . Its products are not limited to children alone. Diwali and rakhi packs are designed to give a feel of the festivities going on. This involved a highly Megabrand. the brand is endorsed and advertised by adults rather than by children even though it basically sells chocolate. Cadbury items became the new sweets. The chocolate packs contain special chocoloates such as dry fruits rich chocolates as people normally serve dry fruits during diwali. Apart from its after dinner advertisement Cadbury targeted adults rather than children.

Your website. PR and advertisements in the trade press. the strategy can be considered a success! Branding is one of the most important aspects of any business. high-quality option. The Cadbury Dairy Milk brand has evolved into a Megabrand incorporating a range of products each with their own identity. packaging and promotional materials--all of which should integrate your logo--communicate your brand. a buy-two-get-one free promotion on 100g bars. The result was that sales of the new Megabrand products exceeded targets by 12 % !! CONCLUSION In today’s competitive business environment brands have assumed a role of growing importance. But what exactly does "branding" mean? How does it affect a small business like yours? Simply put. but now under the Dairy Milk brand. high-value option? You can't be both. Who you are should be based to some extent on who your target customers want and need you to be. large or small. It tells them what they can expect from your products and services. This initiative is intended to leverage the strength of the Cadbury Dairy Milk brand to the full. reliable one? Is your product the high-cost. your brand is your promise to your customer. The foundation of your brand is your logo. Are you the innovative maverick in your industry? Or the experienced. and it differentiates your offering from your competitors'. helping to sustain profitability in the long term. and you can't be all things to all people. Your brand is derived from who you are. . They can differentiate a company’s products and customer loyalty. Having exceeded initial sales tar gets by a considerable margin. new display units .The 360 degree support campaign include a point of sale competition to win a new look . An effective brand strategy gives you a major edge in increasingly competitive markets. retail or B2B. or the low-cost. The strategy involved a packaging and range refreshment strategy which has resulted in a unified innovative Dairy Milk brand. who you want to be and who people perceive you to be.

com/brands/choco1. or else the name of the product they developed. Google. We all know that big name bloggers such as ShoeMoney. For most.com/home/index.co. They branded themselves through continuously using their own name or that of their website.• Theand tier of the Brand core • manager tier of the pyramid consists of the Brand core.org/wiki/Cadbury_plc A brand pyramid can help The top s plan and analyse a brand’s identity. br top core pyramid consists of the br and core. then our name will be a synonym of quality further down the track. business professionals such as freelancers. pro-bloggers all need a brand to be instantly recognized by.wikipedia. the brand name is either their own name. etc. business idea.asp http://images.asp .google. Maki and Daren Rowse have managed to do just that. Like the big name brands such as Sony. Not only will others know who they are dealing with.in/images http://en. Abrand extensions brand stretching opportunitiesand br and extension for The parent brand is also known as an Family brand names : .cadburyindia. business or product.Branding is all important for those of use who want to be recognized for their name. writers. Yahoo. Closely related to these:values is the brand proposition the promise http://www.cadburyindia. John Chow. product developers. but if we brand ourselves properly. Amazon. BIBLIOGRAPHY • • • • http://www. Yaro Starak.

CA DBURY .

MARKETING ASSIGNMENT -II .