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INTRODUCTION

A brand is a name, term, sign, symbol or design or a combination of them, intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition Brand management is the application of marketing techniques to a specific product, product line, or brand. It seeks to increase a product's perceived value to the customer and thereby increase brand franchise and brand equity. Marketers see a brand as an implied promise that the level of quality people have come to expect from a brand will continue with future purchases of the same product. This may increase sales by making a comparison with competing products more favourable. It may also enable the manufacturer to charge more for the product. The value of the brand is determined by the amount of profit it generates for the manufacturer. A Brand Is more than a Product.Brands are perceptions. Brand is a virtual contract between a company and a customer Failure to deliver on a promise leads to dissatisfaction and so Customer expectations must be managed is integrated bundle of information and experiences, Identifies product and maker. Has associations and image and Brands transform products. Consumers use tangible attributes to decide whether two products are different. The brand equity is set of brand assets and liabilities linked to a brand, its name and symbol that add to or subtract from the value provided by a product or service to a firm and/or to that firms customers David Aaker The brand elements includes brand name, URLs, logos and symbols, characters, slogans, jingles and packaging. The strategic brand management process includes the following steps:

Identifying and establishing brand positioning and values Planning and implementing brand marketing programs Measuring and interpreting brand performance Growing and sustaining brand equity

The following report demonstrates the brand management process in Cadburys, a British confectionary with more emphasis on Cadburys dairy milk which is the market leader in chocolates in the Indian market.

ABOUT THE COMPANY:

Cadbury is a British confectionery company, the industry's secondlargest globally after the combined Mars-Wrigley. Headquartered in Cadbury House in the Uxbridge Business Park in Uxbridge, London Borough of Hillingdon, England and formerly listed on the London Stock Exchange, Cadbury was acquired by Kraft Foods in February 2010. The company was an ever-present constituent of the FTSE 100 from the index's 1984 inception until its 2010 takeover. The firm was known as "Cadbury Schweppes plc" from 1969 until a May 2008 demerger, which saw the separation of its global confectionery business from its U.S. beverage unit, which has been renamed Dr Pepper Snapple Group In. Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals. With annual revenues of approximately $50 billion, making delicious products for billions of consumers in more than 160 countries. It employ approximately 140,000 people and have operations in more than 70 countries. In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. Their core purpose "make today delicious" captures the spirit of what they are trying to achieve as a business. They make delicious foods one can feel good about. Whether watching the weight or preparing to celebrate, grabbing a quick bite or sitting down to family night, they pour our hearts into creating foods that are wholesome and delicious. Currently, Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands in India are Cadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations.

Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! The billion-dollar brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment the main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. They recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, they have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advise them on the cultivation aspects from planting to harvesting. They also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Their efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree! Today, as a combined company with an unmatched portfolio in confectionery, snacking and quick meals, it is poised in our leap towards quantum growth. Products Cadbury plc manufactures chocolates and sweets such as the popular Cadbury Dairy Milk. Notable product introductions include:

1865: Cocoa Essence 1875: Easter Eggs 1897: Milk Chocolate 1897: Cadbury Fingers 1905: Dairy Milk 1908: Bournville Chocolate 1915: Milk Tray
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1920: Flake 1923: Creme Egg 1929: Crunchie 1938: Roses 1948: Fudge 1960: Dairy Milk Buttons 1968: Picnic 1970: Curly Wurly 1983: Wispa (relaunched 2007) 1985: Boost 1987: Twirl 1992: Time Out 1996: Fuse 2001: Brunch Bar, Dream and Snowflake 2010: Cadbury dairy milk silk (richer, finer milk chocolate) and Wispa Gold

THE BRAND MANAGEMENT OF CADBURY DAIRY MILK


The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. The variants Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury.

BRAND ELEMENTS OF CADBURY DAIRY MILK


Brand name- Cadbury dairy milk Brand logo-

Brand ambassador- Cadbury India Ltd announced that mega star Amitabh Bachchan as the company's new brand ambassador. As brand ambassador, he will play a key role in brand and product communication on television, in print and outdoor media. The reason for choosing Mr, Amitabh Bachchan is the timelessness, and the love and trust they both share with the people across India, makes this an ideal partnership. Moreover, Mr Bachchan has a universal appeal that extends to everyone from 6 to 60, just as our chocolates do. We believe his endorsement of Cadbury Dairy Milk will go a long way towards our objective of increasing chocolate consumption among all ages of consumers."

Brand slogans and jingles "Pappu Pass Ho Gaya" 'Kuch Meetha Ho Jaaye'

Brand packaging Cadbury has launched a strengthened, new 'purity sealed' packaging for Cadbury Dairy Milk. The new packaging for 13g (Rs 5) is double wrapped for maximum protection. The chocolate is wrapped in aluminum foil and enclosed in a poly flow pack, which is completely sealed on all sides. In the second phase, the larger Cadbury Dairy Milk packs will come in poly-coated aluminium foil, which will be heat-sealed and then wrapped in the branded outer package. Both these steps are a 'first ever' in chocolate packaging in India.

BRAND EQUITY The dimensions of brand equity are as follows: Brand awareness- Cadburys enjoys a high brand awareness
among the Indian customers. The recognition and recall of the brand is easily observed. The vibrant purple colour of the Cadbury package design is easily recognized by the Indian consumer. Cadbury has achieved this brand awareness through the ever popular advertisements, promotion and the public relations.

Brand associations- Cadbury dairy milks high brand association


is due to its personal relevance with the customer. People want to have Cadbury dairy milk a sweet dessert when they are going to do something auspicious or when they have done something good. They associate the sweetness of the chocolate with good luck and celebration. Cadburys have made sure that this image of the brand is consistently presented over time with their strong advertising campaigns.

Brand attitudes- consumers has formed a brand attitude towards


Cadbury because it satisfy their needs and allow themselves to express their personality and emotions through the brand. The brand attitude of Cadbury is very favorable as people perceive the brand as a symbol of good luck and celebrations.

Brand attachment- consumers of Cadbury feels strong brand


attachment to towards the brand. The company has successfully achieved the brand attachment with their mass personalized approach. The packaging of the cadburys celebration offers and the advertisements showcasing the role of Cadburys in relationship building and enjoying the main essence of life has made the consumers more attached towards the brand.

Brand activity- with time Cadbury dairy milk has come up with
certain brand activities with direct interation with the consumers. The recent being the alliance with the reliance world. An 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. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed

BRAND POSITIONING
The Cadbury Dairy Milk brand accounts for 33% of Cadburys total chocolate sales. So Cadbury made a strategic marketing decision: to leverage the value of the Dairy Milk brand (i.e. optimize the market potential of the brand by elevating it to a Megabrand or range brand. Cadbury wished for The Cadbury Dairy Milk brand to be stretched to become its own family brand. Under the family brand the other variants were launched which included Fruit & Nut, Crackle and Roast Almond, combine the classic taste of Cadbury Dairy Milk with a variety of ingredients and are very popular amongst teens & adults. Recently, Cadbury Dairy Milk Desserts was launched, specifically to cater to the urge for 'something sweet' after meals. Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy Milk Wowie, chocolate with Disney characters embossed in it, and Cadbury Dairy Milk 2 in 1, a delightful combination of milk chocolate and white chocolate. Giving consumers an exciting reason to keep coming back into the fun filled world of Cadbury. Scope of the Megabrand Products chosen for inclusion based on compatibility with the brands identity. e.g. the moulded (blocks) chocolate brands were included as they were perceived as variants of Dairy Milk. The core proposition of the new Dairy Milk Megabrand could be described as: delivering recipes for lifes upbeat occasions - i.e. no matter what your humour or the occasion, Cadbury Dairy Milk will provide the perfect accompaniment! In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for children. In the Mid 90's the category was redefined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings' So the target market now included both the kids and the adults. The 'Real Taste of Life' campaign had many memorable executions, which people still fondly remember. However, the one with the "girl

dancing on the cricket field" has remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards. In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments. More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It has been adopted by consumers and today is used extensively to express joy in a moment of achievement success. The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The Strategy:

The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet eating or " muh meetha karna" moments The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the thought of celebrating a moment of delight with Dairy Milk A campaign was built around the idea of how "pappu" celebrated passing his exams with Dairy Milk

The Media:

A multi-media campaign was launched on TV, Internet, Radio and Outdoor The key was how do own the moment of " pappu passing his exams" in the media space An 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. If they passed a message congratulating them on their moment of delight from Dairy Milk was displayed

Two products in the Cadbury range created a dilemma: Wispa and Caramel. Both were standalone products with distinctive identities. Both had a loyal consumer base which should not be abandoned. To incorporate these products into the Dairy Milk range called for a fresh strategy. Cadbury uses a combination brand strategy. The family brand, Cadbury is linked with its famous sub-brands, i.e. Cadbury Crme Egg The family brand identity is firstly communicated by the packaging with the Cadbury corporate purple colour and the distinctive Cadbury script logo.The sub brand is then distinguished by its own individual script. The Cadburys dairy milk has come up with a new packaging design with the following objectives in mind: Swirls in new logo drawn on Cadbury milk goodness cues. Cadbury signature enlarged = stamp of quality. Dairy Milk brand endorsement across all variants. Colour coding ensures maximum impact and product differentiation. Increased Prominence of the Family Brand Use of Dairy Milk Umbrella Colour Coding for Differentiation Maintained Glass and Half Maintained Purpilisation

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The new product:

The new product has been positioned under the family name of Cadburys dairy milk. New CDM Silk is creamier, smoother and tastier and melts in the mouth more easier than ever before .Its bigger, chunkier and curvier cubes pack more taste and pleasure in every bite .CDM Silk is available in 3 variants Milk chocolate, Roast Almond and Fruit & Nut .provides the most divine Melt in the Mouth feel. CDM Silk is finer than the finest chocolates and comes in a premium, internationally developed packaging. Attractively priced at Rs. 49 for 69 gms and Rs. 99 for 160 gms bar the new CDM Silk will be available in Milk chocolate, Roast Almond and Fruit & Nut variants. smoother, creamier and chunkier the new CDM Silk chocolate has been formulated to provide superior eat experience. CDM Silk has been specially formulated to cater to the Indian consumers craving for smoother, creamier and finer chocolate available internationally. The initial consumer feedback during the test marketing has been very encouraging and many perceive CDM Silk to be superior to other international chocolate brands available in the country. CDM Silk is promoted extensively through a 3600 campaign created by Ogilvy & Mather Advertising. The marketing communication will encompass TV, print, outdoor and internet.

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The new campaign Cadburys Dairy Milk has recently launched a new campaign Shubh Aarambh ( meaning Auspicious Beginning ). The Shubh Aarambh campaign reinforces the occasion based positioning of Dairy Milk. The brand had a previous payday campaign in which it was shown that the daughter goes for shopping and buying chocolates when the father gets his salary on the first day of the month. Payday campaign evoked mixed response from the Ad analysts and consumers 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. Whether the activity is small like writing an exam or huge like starting a company, sharing of sweets is an integral part of the event. The belief is that good things happen when one starts a venture on a positive note (like sharing sweets).

Dairy Milk very cleverly captured this tradition and incorporated into its brand story. The new campaign takes the brand to the centre of this tradition linking Dairy Milk to Sweet and Auspicious Beginning. While the previous PayDay campaign was a narrow interpretation of the occasion based positioning , Shubh Aarambh has given the brand a broad playing ground. In my opinion, the brand has hit upon a really great Big Idea. The concept is very much Indian and offers huge opportunity for creatives to weave great stories for the brand. Watch the launch ad here : Shubh Aarambh The concept also gels with the brands tagline Kuchch Meetha Ho Jaye . The launch campaign is targeted at younger generation and hence the brand added a little humor and twist into the campaign. Shubh Aarambh is a great idea for this great brand. It will be interesting to see how Dairy Milk milks this idea to the fullest.

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CONCLUSION
Cadbury India's four factories in India churn out close to 8,000 tonnes of chocolate and the company sells a million bars every day.Cadbury as a brand has strongly positioned itself in the Indian market becoming the market leader in the chocolate segment. Their appeal has gained them target market for both the kids and the adults and thus a broader market segment. It enjoys very high brand equity. Consumers generally associate the brand with good luck and celebrations. The core purpose of the Cadbury plc is to work together to create brands that people love. Cadburys faced a controversy in 2004. There was a worm-infested batch that triggered a crisis for the company that had always prided itself on its squeaky clean image. As a result Cadbury improved the packaging and paid more attention to the way its chocolates were stored by nearly 650,000 retailers across the country. In the aftermath of the controversy, the company launched Project Vishwas, a retail education programme under which 190,000 retailers in key states were covered. The programme entailed generating awareness and providing assistance in improving storage quality.the other measures to tackle the controversy was through advertisements. One of the ads showed Bachchan visiting a Cadbury plant, inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that there's nothing wrong with the brand.The other ad featured Bachchan and his granddaughter to emphasise that the product was absolutely safe for children.

Cadbury's Indian operations are not just the largest in Asia but also the cheapest. In India, Cadbury has the largest market share anywhere in the world and has been the fastest growing FMCG Company in the last three years with a compound annual growth rate of 12.5 per cent with a strong brand presence.

By- PRIOM BISWAS, DOMS, NIT TRICHY

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