BRAND MANAGEMENT

ASSIGNMENT 1

POP , POD – Mc Donald’s And KFC

Brand Elements – Mc Donald’s
Brand Resonance Model – Burger King

ASSIGNMENT 2
Repositioning Of Cadbury India Ltd ( Case In 2003)

Submitted To
Prof. Avadhanam Ramesh

Submitted By
M.Srilekha
181135
SEC : A
 ASSIGNMENT 1 – BRAND REFLECTIONS
Brand selected : Mc Donald’s
POP of Mc Donald’s and KFC:
 Both serve fast food.
 Both are hazards to health.
 Found to be oily and fatty.
 Have been criticized by the people about it and is a public debate.
 Both are global fast food chains.
 Both originated in USA.
 Both have been involved in lawsuits over trademark disputes.

POD of Mc Donald’s
 Family-friendly
 Children targeted
 Dinner and breakfast menu
 Packaging
 24 hour drive thru’s
 Cheapest fast food
 McD's focus is primarily on hamburgers and fried chicken .
 Majority of McDonalds outlets are owned by franchises
 McDonalds is a large company by revenue
 In India positioning of McDonalds has been directed as a Family restaurant.
There would be differences in packaging, of course.

POD of KFC:
 Children and youth from middle and upper class targeted
 Popular KFC's famous paper bucket.
 KFC has a wider range of ways to prepare chicken.
  KFC does wraps, salads and pieces (ala Popcorn Chicken) or sometimes even pies and
kebabs.
 Number of differences in their own menu.
 KFC Focused on Chicken But McDonalds offer more variety
 KFC has a several very large franchise group

BRAND ELEMENTS OF MC DONALD’S

Brand name : Mc Donald’s

Logo : Brand Colour :

Slogan: Packaging :

Character : Jingle: ” I’m lovin’ it “by Justin Timberlake

BRAND RESONANCE MODEL FOR BURGER KING:

Salience:
 Who are you? Burger King is a global chain of hamburger fast-food restaurant started in
1953 and headquartered in Florida, United States. Burger King reported it had over 13,000
outlets in 79 countries in 2013.
 The main objective is willingness to tailor each and every hamburger ordered to ‘have it
your way’.
 Characteristics of the service are quick-service with mobile delivery.
 Distinctive sighs: The famous slogan ‘have it your way’ and The king.

Performance:
 Primary characteristic: offering reasonable priced quality food, served quickly, in
attractive, clean surroundings.
 Secondary characteristic: rapid service, mobile delivery, motorway service, drive thru, kids
area, oder machine.
 Efficiency: Burger King always try to improve efficiency with new technology such as a Two-
Phase Kitchen Upgrade and use renewable energy.
 Price: BK will reverse its course over the last year and embrace a new ‘value-pricing’
strategy. The new menu will be three-tiered and attempt to combat chains that have used
value pricing to boost sales and customer counts.

Imagery:
 User profile: Burger King try to reach everyone in each category with low price food and
quick service. The brand make efforts especially to communicate with children and family.
 Purchases and usages: At the end of September 2012, Burger King reported it had 12,667
restaurants in 73 countries which 66 percent are in the United States. The brand also
ranked the 5th in Top 100 Global Franchises rankings. Burger King is second only to
McDonalds and holds a 15% share of the United States among fast food restaurant chains.
 Personality and values: Compared to McDonald, Burger King is more family-oriented and
customer-focused. It created a unique niche and allows customer to make their own
burgers.
 Experiences: Once established, expansion and growth happened quickly for the Burger
King restaurant chain. The brand believes improving the customer experience in “each and
every” restaurant is a key aim for the business. Burger King improved the speed of service
and quality of food at restaurants by rolling out a nationwide customer insight program.
 Judgement
 Quality: Burger king is perceived as one of the best fast food restaurant in term of quality.
People usually remember the good quality of the steak and the singular fries’ taste. Also
Burger king put the accent on the fact that it is committed to quality and the freshness of
the products.
 Credibility: Burger Kings has a good credibility regarding the quality of the food but less in
term of healthy food for young population despite big advertising campaigns. This does
not look sincere and decrease its credibility for future advertisings. Moreover, recent
scandals about burgers containing horse meat decreased significantly its credibility
regarding the provenance of its products.
 Consideration: Burger King is second on the market behind McDonald’s and there are more
than 13000 restaurants dispatched in 89 countries. 11 millions of people eat Burger King
every day and more than 56 millions of fries portions are served daily. Consideration is
lower for Burger King than McDonalds but Burger King’s fries and whopper are a significant
advantage to attract people.
 Superiority: Burger King is catching up with a strategy of differentiation and increases its
presence around the world by penetrating new markets or by reinvesting where it had
failed (France)

Feelings
 Warmth, fun: Young, colourful, cosy and playful.
 Excitement: People like spending time at Burger King because they offer very often new
products (seasonal or permanent) and lot of promotion, especially for people with the
Crown Card.
 Security: People used to feel secure regarding the provenance of products and the quality.
However, Burger King went through several legal issues with food composition and
especially this year during the horse meat scandal in the UK. Despite of two weeks of
denials, Burger King admitted that it has been selling burger and whopper containing horse
meat This had a huge consequence on the security perception of consumers.
 Social approval, self-respect: Burger king is approved and recommended by its consumers
and especially by the “burger’s experts”.

Resonance:
 Loyalty: Strong loyalty of the fans. Burger King advertises massively to keep its best
consumers and attract people that can make the difference among all burgers because
they are potential future fans.
 Attachment: Burger king is number two on the market and increases its presence around
the world. There is a visible attachment in France for example regarding the level of
excitement for the reopening.
 Community: Burger King has an increasing community but does not interact enough with
its consumers. Consequently the Facebook page is mainly for advertising but there is a lack
of two-way communication. Today the number of Burger King’s Facebook likers is 5 times
less than McDonalds and its has 3 times less followers on Twitter. However, burger King
started to engage with consumers via Instagram so they can post pictures if they are
satisfied.
 Engagement: Burger king uses the loyalty card system (Crown Card) to reward its
consumers and encourage them to come back more often. This offer leads to a strong
engagement from consumers because they can get products for free or discount on menu.

ASSIGNMENT 2 - REPOSITIONING OF CADBURY INDIA LTD

History of Cadbury India Ltd

Cadbury India Ltd now named, Mondelez India Foods Pvt. Ltd) is the largest chocolate
brand in the country. They began its operations in 1948 and have pioneered cocoa cultivation
in India. Currently the brand operates in five categories such as Chocolate confectionery,
Beverages, Biscuits, Gum and Candy.
The Company was Incorporated on 19th July 1948, as a private limited company
under the name of Cadbury – Fry (India) and there after commence business thereafter and
manufacturing units were set up gradually. In 1964 the company undertook at its own cost
and responsibility in development of cocoa growing in the country. A specialist cocoa advisory
service and cocoa research center was also created together with seeding nurseries and
distribution centers.
Through it’s subsidiary Induri Farms Ltd , the company has set up facilities near Pune
to breed cattle the would give improved yield of milk and economic feeding costs. Cadbury
introduced “Fivestar and gems” in the year 1967 and 1968 respectively. The name of company
was changed from Cadbury – Fry (India) pvt.ltd to Cadbury India Pvt Ltd. In 1977. Cadbury
India has a share of over 70% in the market, which is the highest Cadbury brand share globally.

Lawsuit Against Cadbury in 2006

Cadbury's found itself in the eye of a storm, when a few instances of worms in
its Dairy Milk bars were reported in Maharashtra. In less than two weeks, the company
launched a PR campaign for the trade. And three months later, came an ad campaign
featuring Big B and a revamped poly-flow packaging . Marketing and communications experts
brought together by AICAR and the Subhash Ghoshal Foundation say that Cadbury moved
quickly to bear the cost of damage. And thanks to its equity with the consumers, Cadbury's
won back consumer confidence, with hit on sales notwithstanding.
In October 2003, just a month before Diwali, customers in Mumbai complained about finding
worms in Cadbury Dairy Milk chocolates. Quick to respond, the Maharashtra Food and Drug
Administration seized the chocolate stocks manufactured at Cadbury's Pune plant. In
defense, Cadbury issued a statement that the infestation was not possible at the
manufacturing stage and poor storage at the retailers was the most likely cause of the
reported case of worms.
But the FDA didn't buy that. FDA commissioner, Uttam Khobragade told CNBC-TV18,
"It was presumed that worms got into it at the storage level, but then what about the packing
- packaging was not proper or airtight, either ways it's a manufacturing defect with unhygienic
conditions or improper packaging."

The Crisis
The heat of negative publicity melted Cadbury's sales by 30 per cent, at a time when it sees a
festive spike of 15 per cent. For the first time, Cadbury's advertising went off air for a month
and a half after Diwali, following the controversy. Consumers seemed to ignore their
chocolate cravings .As a brand under fire, in October itself, Cadbury's launched project
'Vishwas' - a education initiative covering 190,000 retailers in key states. But what the
company did in January 2004 is what really helped de-worm the brand.

Immediate Action by Cadbury India Pvt Ltd ( Leveraging secondary sources to

gain back its brand equity )
By investing up to Rs 15 crore (Rs 150 million) on imported machinery, Cadbury's revamped
the packaging of Dairy Milk. Cadbury introduced “purity-sealed” packaging in January 2004 .
Three-layer packaging was introduced .The metallic poly-flow, was costlier by 10-15 per cent,
but Cadbury didn't hike the pack price. Bharat Puri, managing director, Cadbury's India says,
"While we're talking about a few bars of the 30 million we sell every month - we believe that
to be a responsible company, consumers need to have complete faith in products. So even if
it calls for substantial investment and change, one must not let the consumers confidence
erode."
Project Vishwas - In a damage-control exercise, appropriately called Project Vishwas, Cadbury
India on announced a three-step strategic programme involving its packaging, distribution
chain and retail channels.
As part of the exercise, the company reduced its bulk packaging from 60 bars to 22 bars with
immediate effect. Each bulk pack will be shrink-wrapped, which is expected to minimise sale
of loose packs to the retail trade. As a precautionary measure, Cadbury also replaced
questionable stocks immediately, significantly reducing the chances of damaged products
reaching the consumers .

Over the next two weeks, a team of hand-picked and trained quality control managers, along
with over 300 sales people, completed a thorough check of over 50,000 retail outlets that
stock and sell Cadbury products across Maharashtra. The project involves building awareness
amongst retailers about storage requirements for Cadbury products, and assistance in
improving storage conditions at the retail end. The programme will be implemented
immediately in the state and extended nation-wide.

Facts about Cadbury,” released in 55 publications in 11 languages

RETAIL MONITORING implementation of a retail monitoring and education program to
address storage problems

Simultaneously, Cadbury's roped in brand ambassador Amitabh Bachchan to do some

heavy duty endorsement putting his personal equity on the line for the brand. He is chosen
because he embodied the values of Cadbury as a brand and connected with all of India:
mothers, teenagers, children, media persons and business partners.
Cadbury India Ltd Comeback

The company upped ad spends for the Jan-March quarter by over 15 per cent. The
recovery began in May 2004, and by June, Cadbury's claimed that consumer confidence was
back. These experts believe that the reason for Cadbury's success was that it took crisis head-
on. And the consumers were more forgiving, because the brand enjoyed an emotional equity
in India. Santosh Desai, former president, McCann-Erickson says, "The nature of the
relationship that Cadbury's has built with the consumer is responsible for latitude the
consumers are giving it.
They are seeing it as a lapse, not a breach of trust - this difference is key. What Cadbury's
set out to deliver, it goofed up once but it seemed to be very sincere in its intent to get things
right." Even so, other experts felt Cadbury's was itself to blame for the worm crisis.
Mahnaz Curmally, PR counsel, explains, "Cadbury's had known for a long time that
packaging needed change, so in a sense, they waited for something to happen before they
made that change and perhaps in hindsight, they could have made that change voluntarily."

The Result
Cadbury's could be case study of a sweet recovery from a crisis. It continues to lead the Indian
chocolate market with over 70 per cent market share. However, the experts feel that today's
constantly changing environment should keep the company on guard.

https://economictimes.indiatimes.com/brand-equity/marketing/cadbury-unveils-project-
vishwas/articleshow/235890.cms