Keller's Brand Equity Model FOR 5 STAR

RESONANCE: 4.RELATIONSHIP
1.LOYALTY. WHAT ABOUT YOU AND ME ?
2.CONSUMERS
FEEL
CONNECTED
3.RESPONSE
JUDGEMENT: FEELING: a) WHAT ABOUT YOU?
1- QUALITY HAPPINESS
2- GOOD
REPUTATION 2.MEANING
PERFORMANCE: Imagery: WHAT ARE YOU ?
1-AFFORDABLE a)TEENS
2-QUALITY b)ADULTS 1. IDENTITY
Salience- A CHCOLATE BAR FILLED WITH WHO ARE YOU ?
CARAMEL,FRUIT AND NUTS
 BRAND

 QUALITY: HIGH QUALITY CHCOLATE BAR

 POSITION: A CHCOLATE WHICH TAKES YOU TO A DIFFERENT

WORLD OF DREAMS

 REPOSTION:

 COMMUNICATION: JO KHAYE KHO JAYE

 FIRST MOVER ADVANTAGE: NO

Parent Company-Cadbury

Category-Chocolates

Tagline/ Slogan-Jo khaaye kho jaaye

USP-Bar of chocolate that is hard outside with soft caramel nougat inside
Segment-People looking to have a chocolate which is high in quality and moderately priced

Target Group-All age groups Lower, middle and upper class people

Positioning-A chocolate which takes you to a different world of dreams

STRENGTH
1. Big brand name Cadburys

2. Good advertising(Ramesh and Suresh)

3. Excellent reach and distribution

4. Distinct Taste
WEAKNESS
1. Food products have a limited shelf life
2. Not too many flavor Options
OPPORTUNITIES
1.Untapped rural markets

2.Better product packaging and preservation

3.Leverage Cadburys successful brand

THREATS
1.Other branded and local chocolate manufacturers

2.Sweets as substitutes

3.Imported Chocolates likes Mars and local threats as BarOne