BRAND DOSSIER ON “CADBURY DAIRY MILK(CDM)”

Presented By:Santosh KoppadaRohit KumarSumit KumarMadhumita Ghosh

Agenda Early history & its evolution

Initial positioning and subsequent repositioning

Advertising

Sales promotion and segmentation strategy

Analysis of product and generic competition

Strategies adopted to tackle competition

Distribution strategy

Market Research analysis

Inference from the research

Early history & evolution

Birth of Cadbury

Schweppes merger & de-merger

Acquisition by Kraft Foods

Penetration of CDM in the Indian market

Evolution & transformation of CDM in India

Initial positioning & subsequent repositioning

Initial positioning: Mainly targeted children

Re-positioning: Appeal to people of all age groups Initiative to reach all classes with different

SKU’s Efforts to replace sweets

Advertising

“The real taste of life”

“Khaane wale ko khaane ka bahaana chahiye”

“Pappu pass ho gaya”

“Shubbh aarambh”

“Kuchh meetha ho jaye”

Sales promotion & segmentation strategy

Sales promotion Major chunk of its budget in Sales Promotion Leverage local preference of CDM as a substitute of sweets “Mishti”

Segmentation Geographic segment Impulse purchasers segment Gift segment Dessert segment

Analysis of product & generic competition to the brand

STRENGTHS:

• No.1 chocolate brand in India• Excellent reach, advertising and accessibility • High brand loyalty• Top of mind

WEAKNESS:

• Limited shelf life• Scandal a few years back

OPPORTUNITIES:

• Better product packaging and preservation • Untapped rural markets

THREATS:

• Other branded and local chocolate manufacturers• Sweets and substitutes

Competitors

PRODUCT

FEATURE

NESTLE AMUL CDM

MARKET

POSITION

2nd 3rd 1st

NO. OF

VARIANTS

Many Few Many

GIFT PACKS Yes No Yes

Strategies adopted to tackle competition

Price – Launching of different SKU’s

Product - Betterment of the product in terms of quality

Promotion – Famous personalities as brand ambassador & advertisements which targeted the sentiments of people

Placement – Widespread availability of the product

Distribution Strategy followed by the brand

Factory

Mother Godown

State Godown

Distributor

Modern Trade

Retailers

Direct Store

Market Research Analysis

Hypotheses :

1. Cadbury Dairy Milk is the favourite chocolate of India across all age groups

2. Cadbury Dairy Milk is a brand known to one and all

3. Cadbury Dairy Milk has strong distribution network

Research Analysis:

Q1. Do you consume chocolate?

Frequently Occasionally Rarely Not at all0

10

20

30

40

50

60

51

37

10

2

Response

Q2. When you think of chocolate what comes to your mind?

Out of a sample of 100, 77 prefer CDM over other brands of Chocolate

Q3.Which age group do you belong to?

Below 20

21 - 30

31 - 40

above 40

0 10 20 30 40 50 60

Age group analysis

Q.4 Name the brand corresponding to the taglines.

CDM 5 star Perk Munch0

102030405060708090

100

77 72

47 54

22 25

52 45

Wrong Right

Out of 99, 77 people are aware of the commercials for CDM

Q.5 Which brand has maximum number of advertisements ?

Out of 99, 77 people are aware of the commercials for CDM

Availability of CDM in different outlets

Out of 100, 62 people have never experienced the unavailability of CDM in any kind of outlets

Parameter – Taste (1- lowest,5-highest)

Out of 100, 66 have rated 5 to CDM on the basis of Taste

Parameter – Price (1- lowest,5-highest)

Out of 100, 42 people have rated 5 points on price

Parameter – Quality (1- lowest,5-highest)

Out of 100, 61 have rated 5 points to CDM on basis of Quality

Parameter – Packaging (1- lowest,5-highest)

Out of 100, 62 people have rated 5 points on packaging of CDM

Parameter – Availability (1- lowest,5-highest)

Out of 100, 77 people feel CDM is widely available

Inference from the research

Inference: 1. CDM is the most preferred chocolate across India

for all age groups

2. CDM’s advertisement strategy has been fruitful

3. CDM has a good distribution network