sbm- group 7
DESCRIPTION
Brand Management pptTRANSCRIPT
Aditya Drogba – 211010 Ankit Raj – 211019 Ankita Agarwal - 211020 Anurag Chopra – 211026 Apoorv – 211029 Debashree - 211040
Brand Audit of
History of the Brand• Dates back to 1905• George Cadbury Junior , man responsible
for the bar• Differed from other cadbury bars with a
higher proportion of milk• Company’s best selling product by 1914• Gave Swiss Milk choclates a run for their
money• Highland Milk, Jersey and Dairy Maid were
some of the names initially suggested.
Brand Evolution
CDM in India• Entered the market in 1948• Has always remained at the top in
the Indian chocolate market• Encapsulates breath of emotion
and shared values besides being tasty and delicious
• Remained as a moment of magic and goodness
• Become a megabrand and replaced “mithai”
POP & POD
POP•Good quality product •Chocolate manufacturing legacy •Variants such as dark chocolate, fruit and nut etc. •Constant innovation in marketing campaigns
POD•Goodwill/ emotional connect with Indian consumers •Generic name in the Indian chocolate segment •Campaigns are directed at kids as much as at adults •Excellent distribution system, in India specifically•3 layer packaging
PRODUCT RELATED
ATTRIBUTES
Functional- Taste, Emotional- Happiness
PACKAGING-ASSURANCE OF
SAFETY AND PURITY
“GLASS AND A HALF” IMAGE PACKAGING
BLOCKS OF CHOCOLATE ENHANCES THE IDEA OF
SHARING AND TOGETHERNESS
Brand Portfolio of Cadbury
Cadbury
Chocolate Bars
Beverages
Biscuits
Bags and
Boxes
Chocolate
Beverages
Biscuits
Bags and
Boxes
Celebrations
Rich Dry Fruit
Shots
Eclairs
Cadbury DairyMilk
• Accounts for 30% sales of Cadbury.• Offers a huge variety.
Product portfolio of CDM• Dairy Milk• Dairy Milk Crackle• Dairy Milk Fruit & Nut• Dairy Milk Roast Almond• Dairy Milk Silk• Dairy Milk Silk Fruit & Nut• Dairy Milk Orange Peel• Dairy Milk Silk Roast Almond
Major Competitors(in terms of Chocolate)
• Nestle• Amul
Market Share
67
23.5
5 4
CadburyNestleAmulOthers
Nestle• Like Cadbury, it also offers variety in terms of
sizes , design, flavors.• E.g. Kitkat, Milkybar, Munch, Bar-one and candies
like Nestle Eclairs. • Has come up with good advertisements as a part
of marketing strategy.• Will launch premium chocolates in next few
months.• Increasing distribution of Kitkat and Munch.
Amul• Fewer Variants.
• Lack of advertisements & promotion.
• Lack of Awareness.
• Lack of availability.
CUSTOMER KNOWLEDGE
Cadbury has been trying to get out of image of "Just another chocolate”. They also have tried to position themselves as for all
and not only for kids. They are successful in doing so and now customers believe that Dairy Milk is not only a chocolate but
means of celebrations on all occasions
Communication Strategy
• Cadbury has maintained the strong brand by constantly re-inventing the brand and bombarding communication towards the consumer consistently to maintain top of mind recall in the confectionery segment.
Interesting Facts• Dairy Milk emerged as the No.1 most trusted brand in
Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.
• Cadbury Dairy Milk and Bournvita declared “Consumer Superbrands” in 2006 – 2007 by Superbrands India.
Campaign: The real taste of life with girl dancing on cricket field.
Message: For the “Kid in all of us”. Dairy Milk is for enjoyment anywhere & anytime. It appealed to the child in every adult.
Impact: “The Campaign of The Century” by Abby (Ad Club Mumbai)
The Real Taste of Life
Campaign: Khane walo ko khane ka bahana chahiye.Target: Widening chocolate consumption among the masses. Social acceptance for chocolate consumption.Shared & Collectivemoments
Khanewalon ka Bahana
`Campaign: Kuch Meetha Ho JayeMessage: Cadbury is not only a chocolate but also means for celebrations on occasions.Target: Positioning Dairy Milk as an alternative for sweets (especially targeting the Indian “Mithai” lovers).
Campaign: Pappu Paas Ho GayaTarget: To express joy in moments of achievements & success. Impact: Became part of street language.The interactive campaign bagged Bronze Lion at Cannes Advertising Festival 2006. Silver for best Integrated Marketing Campaign & Gold in consumer products category at EFFIES 2006.
Campaign: Miss PalanpurTarget: Focusing on rural people.
Campaign: Aaj Pehli Taarikh HaiTarget: To celebrate pay day/ salary day
Campaign: Shubh AarambhMessage: Have something sweet before an auspicious or good task.
Shubh Aarambh
Sources of Brand Equity
Depth of
Awareness
Recall valueBest
tasting ChocolateSwirling
chocolate + glass
and a halfEMOTINAL Connect
Breath of
Awareness
Range of PurchasesImpulse
Take HomeGift
Brand Performa
nceCustomers functional
needsPackagingQuality of Product
Attractiveness
Festival Based
Brand Imager
yIntangible Association
of brandFamily
Experiences
Childhood memoriesImpulse
pleasure
Brand Ambassador(s)
Brand Ambassador• His brilliance, made every campaign believable.• During the time crisis, AB’s campaign reinstated
public’s trust.
BRAND MANTRA MENTAL MAP
“Spreading sweetness and happiness for life”
SalienceHigh Recognition and Recall
Directly associated with best tasting chocolate
Many people buying chocolate= buying Cadbury
Core values of Quality, Taste, Emotion resonates with consumers through its Glass and half of milk symbol
Highly preferred as a snack & for impulse buying
World Association Map
ImagePerceived as down to earth, cheerful, with warmth, togetherness n family and friends on special occasions
Easily available at all shops to facilitate buying due to impulsive nature of children
Despite evolution, keeps many attributes same- A a mark of a solid brand
PerformanceVery high on quality & reliability due to long history and expertise in chocolates
Has 3 layer packing to maintain quality and to protect it during storage & distribution. Also, the packaging with the logo and purple colour conveys distinctiveness & memorability
Easily available in all localities with a reasonable price compared to competition
Huge variety of flavours like Roast Almond, Fruit n nut, etc.
Feelings• Evokes feelings of warmth, happiness and a
celebration time
• Warmth is in contrast of its global feelings of ‘fun’
• Relevant for individuals aw well as family
JudgementBrand Quality: Attached quality perception and is the main reason of buying
Brand Credibility: Due to rich and experienced parentage and successful track record
Brand Consideration: Considered for purchase and use even as sweets and gifts replacing traditional mithai
Negative judgments: Less price promotions & considered sometimes as too informal as a gift
ResonanceAttitudinal attachment as a family member with whom special occasions have to be celebrated
Sense of community attachment due to Big B,s ads
Very high Behavioural Loyalty by brand loyals and even a high level for switchers
Recommendations• Should prepare to tackle new competition due to
FDI, etc. like Mars, Hershey• Launch products in health segment due to
growing youth consumption of chocolates• Point of sale displays and special Chocolate
Boutiques