PRESENTED BY:BHUPENDER BHORA KINJAL TOLWANI KUNAL CHOUDHARY MADHULIKA RAI MANIKA MISHRA NIKHIL CHANDNA NIDHI MALHOTRA

To understand that a brand is more than a

product To examine the five steps in building a brand To consider the five strategic brand decisions that affect how marcoms are used To understand how IMC build relationships that create brand value To examine the anatomy of profitable brand relationships Cadbury Megabrand Case

Brands are perceptions

Integrated bundle of information and

experiences Identifies product and maker Has associations and image

Brands transform products

Consumers use tangible attributes to decide

whether two products are different Consumers use intangible attributes to decide how two products are different
Quality and value Brand image Perceptions of brand users

Intangible attributes Difficult for competitors to copy More likely to involve consumers emotionally

Brand promise
Brand is a virtual contract between a company

and a customer Failure to deliver on a promise dissatisfaction Customer expectations must be managed

Brand equity
Intangible value of a company beyond its

physical assets
Premium pricing method Royalty method

Elements
Brand-name awareness Brand associations Perceived quality Proprietary assets (patents, trademarks, etc.) Brand loyalty

Five steps
Select a name and symbol Create awareness and brand identity Position the brand Create a brand image Create trust

Choosing a brand name

Benefit description Association Distinction Pronounceability

Choosing a brand symbol

Logo
Visual elements Audio elements

Trademarks

Aim: To ensure that the image and perception

of a brand are maximized Family Brands Brand extensions Cooperative Branding Co-Branding Ingredient branding Private Brands

Customers Employees Government, communities, financial & investor community, special interest groups, suppliers,distribution channel members, the media, etc.

Customers

Media

Community

Suppliers Shareholders

Employees

Acquisition versus retention Trust

Satisfaction Consistency Accessibility Responsiveness Commitment Affinity Liking

 Awareness Identity Connected Community Advocacy

Managing expectations
Relationship exploitation Relationship = win-win

Number of relationships

Relationship intensity

Intensity

Loyalty
Share-of-wallet Heavy users Pareto Rule: 80/20

Impact on costs
Costs less to sell to current customers Relationships amortize costs of acquisition Loyal customers are brand advocates,

reducing marcom costs Satisfied customers take less handholding

Impact on sales and profits
Loyal customers buy more Loyalty increases long-term customer value Decreasing defections increase sales Disappointed customers spread negative

w.o.m.

Less risk Fewer decisions Fewer switching costs Greater buying efficiency Increased association

IMC can build trust IMC is communication

Affects both the quantity and quality of

relationships
Between the brand and customers Between the brand and other stakeholders

A brand is a special relationship Brand value is determined by brand

relationships Brands are built in steps There are several brand strategies Brand relationships are the net sum of stakeholder support Brand relationships can be analyzed in terms of trust, intensity, expectation gaps, and loyalty

Cadbury: The Brand

Leader since setting up in Ireland >70 years ago Undisputed market leader with a 48% SOM
The Cadbury Family Range

The Cadbury Dairy Milk brand accounts for

33% of Cadburys total chocolate sales Number one confectionery brand in the market 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.

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!

 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.

Identify:
Family Brand Names Individual Brand Names Combination Brand Names
How would you visually identify Cadbury

Dairy Milk as a Megabrand? How would you incorporate Wispa and Caramel?

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.

CDM brings new vibrant look! 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 Family Brand Use of Dairy Milk Umbrella Colour Coding for Differentiation Maintain Glass and Half Maintain Purpilisation

Range Refreshment Summary

Transitions

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