strategic brand management of cadbury
TRANSCRIPT
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STRATEGIC BRAND MANAGEMENT PRESENTATION ON
Presented By:Group 1
Tolani Institute of Management Studies
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OBJECTIVES OF BRAND AUDIT
To analyze the strength of Cadbury Dairy Milk in the chocolate segment.
To understand different branding and marketing aspects of Dairy Milk
To have an detail analyses of customer’s loyalty towards Dairy Milk
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SCOPE & APPROACH OF BRAND AUDIT
• Our group approached Cadbury Dairy Milk for Brand Audit to understand:
Communication Strategies
Innovative Ad Campaigns
Emotional Connect with Customers
Brand Positioning
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DIFFERENT ASPECTS COVERED FROMBRAND AUDIT
Redefining of chocolate segment
Its journey from "meant for kids” to “meant for everyone”
Its all time association with Milk
Its innovative & interesting Ad campaigns
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BACKGROUND OF CADBURY
• Established in 1824 in Birmingham by John Cadbury.
• Firstly Cadbury was involved in trading of tea and coffee.
• It came to India in 1948.
• It has been more than a half century, and till today Cadbury is
the most lovable brand in India.
• Cadbury India is a significant player in the impulse market
enjoying 70% share in chocolates & a substantial share of sugar
confectionery market.
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CONT…
• Its manufacturing in India is in:
Thane
Induri(Pune) Bangalore
Malanpur(Gwalior) Baddi
(Himanchal Pradesh)
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• Sugar confectionery (candies and toffees) has the largest share (50%), followed by chocolate, (16%), and bubble gum, (10%).
• The chocolate segment is the fastest growing in value terms (9.8% average annual growth rate)
• Cadbury India, Ltd. is by far the market leader, followed by Perfetti Van Melle India, Ltd. and Nestle India, Ltd.
BACKGROUND OF CONFECTIONERY INDUSTRY
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Cont…
Chocolates
Hard Candies
Mint ToffeesToffees
Bubble GumsChewing Gums
Lollipops
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RESEARCH SAYS…
Total Confectionery Market holds share
of Rs 41 Billion
Urban Consumption: 73%
Rural Consumption: 27%
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MARKET SEGMENTATION
Demographic Bases
`Age & Life Cycle
• Buyers come under the age group from 4 to 50
Gender
• Cadbury is meant for male as well as female
Income
• It is very reasonable and affordable
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Behavioral Bases
• Dairy Milk has changed the scenario of having chocolates from having it casually to occasionallyOccasions
• People now give Dairy Milk as gifts on many occasions .
Gifts
• There are mainly the regular users found in the user status of Cadbury Dairy Milk.User Status
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BRAND INVENTORY
Brand Elements
Brand Name
Brand Ambassador
Jingle
Logo
Cadbury
Kuch Meetha Ho Jaye
Amitabh Bacchhan
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POP’s POD’s
• Good quality product • Chocolate manufacturing
legacy • Variants such as dark
chocolate, fruit and nut etc. • Constant innovation in
marketing campaigns
• 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
POP’s & POD’s
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Pricing Strategy• Since Dairy Milk is positioned towards a very large
audience from ages 4 – 50 years, the pricing strategy is extremely affordable and easily accessible to all categories.
• Hence prices range from Rs.5 to a Maximum of Rs.20 in different sizes. The only exception being Silk (its newest variant) which is a premium offering and is thus priced at Rs.50.
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Distribution Strategy• Indian market & specifically urban areas where the
penetration of chocolates is increasing, brings a need for efficiency in logistics & distribution.
• Cadbury Dairy Milk is easily available anywhere when we need it.
• The supply chain of Cadbury Dairy Milk is very good.
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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.
• Dairy Milk has emerged as the No.1 most trusted brand in Mumbai for the 2005 edition of Brand Equity's Most Trusted Brands survey.
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Ad Campaigns
Campaign: The real taste of life with girl dancing on cricket field.Message: Dairy Milk is for enjoyment anywhere & anytime.
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Campaign: Khane walo ko khane ka bahana chahiye.Target: Widening chocolate consumption among the masses.
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`Campaign: Kuch Meetha Ho JayeMessage: Cadbury is not only a chocolate but also means for celebrations on occasions.
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Campaign: Pappu Paas Ho GayaTarget: Encourage those who have passes exams and celebrate with Dairy Milk.
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Campaign: Miss PalanpurTarget: Focusing on rural people
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Campaign: Aaj Pehli Taarikh HaiTarget: To celebrate pay day/ salary day
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PRODUCT LIFE CYCLE
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MATURITY STAGE STRATEGY
• More emphasis on advertisement & promotion.
• Maximum innovation in their product
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BRAND PORTFOLIO
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Competitor’s Analysis
Company Founded in Brand Portfolio
Nestle 1860 Kitkat, Smarties
Ferrero 1940 Nutella, Rocher
Amul 1945 Amul Milk chocolate
Mars 1911 Snickers, Milky Way
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SWOT ANALYSIS
Strength WeaknessDairy milk is owned by Cadbury which is a Globally established brand name.
It has strong command over its brand image in India and Europe But other emerging markets are still lacking.
Clear and consistent Brand Image over the years.
Certain segment feel that price of Dairy Milk is high and compared to that Amul Milk chocolate is preferred.
It offers quality product with innovations with crafted communication campaign.Dairy Milk has huge command over its distribution network spanning across India.
Dairy Milk also enjoys a great Brand Recall value when comes to chocolates with Milk.
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CONT…
Threats Opportunities
Increasing competition from international brands is biggest threat to Dairy Milk.
To introduce sugar free category is biggest opportunity for Dairy Milk.
Highly price sensitive nature of the industry.
Dairy Milk can innovate more by bringing international flavors so that is also gets an opportunity to compete with this threat as well
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PACKAGING
1905 1930s
1960s1970s
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AND NOW…
o ALUMINIUM FOIL
o PAPER COVER
o PLASTIC COVER
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BRAND EXPLORATORY
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
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CADBURY DAIRY MILKMENTAL MAP
Dairy Milk
People
Performance
Image
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CONT…
From age 4 to 50
TastyHealthy
Consistent Quality
OccasionsCasuallySuccess
People Performance Image
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SOURCES OF BRAND EQUITY OF CADBURY
BrandImage
Consumer’s
Taste and
Preferenc
eBrand
Awareness
EmotionalConnect
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CBBE MODEL OF CADBURY DAIRY MILK
All age groups, celebrations,
special occasions,
history
Very High Awareness:
High Brand Loyalty, high no. of repeat purchases
High quality packaging, reasonably priced
Well trusted brand, good gifting option
Supreme taste and quality
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Research Methodology Method of Sampling - Convenience sampling
Sample size : 50
Data source :- Primary data : Questionnaire & Interview
Research instrument : Questionnaire
Data Interpretation & AnalysisTolani Institute of Management Studies
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DATA ANALYSIS
1) Aware of Cadbury?
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2) Source of awareness?
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Consumption
Dairy milk (56%)
5 Star (18%)
Gems (8%)
Perk (6%)
Bournville (4%)
Dairy milk silk (4%)
Temptations (2%)
Celebrations (2%)
3) Which Cadbury chocolate do you purchase the most?
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4) Other than Cadbury?
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5) Which pack size?
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6) How frequently do you purchase Cadbury chocolates?
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7) Availability?
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8) Which of the factors affect your purchase?
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9) Impulse purchase ?
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Response
No, not at all (60%)
I may consider (24%)
Cant's say (16%)
10) Will you stop buying Cadbury, if new brand appears in Market?
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THANK YOU