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Strategic Brand Management of Cadbury

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  • 1. STRATEGIC BRAND MANAGEMENT PRESENTATION ON Presented By: Group 1 Tolani Institute of Management Studies
  • 2. OBJECTIVES OF BRAND AUDITTo analyze the strength of Cadbury Dairy Milk in the chocolate segment. To understand different branding and marketing aspects of Dairy MilkTo have an detail analyses of customer’s loyalty towards Dairy Milk Tolani Institute of Management Studies
  • 3. 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 Tolani Institute of Management Studies
  • 4. DIFFERENT ASPECTS COVERED FROM BRAND AUDIT Redefining of chocolate segmentIts journey from "meant for kids” to “meant for everyone” Its all time association with Milk Its innovative & interesting Ad campaigns Tolani Institute of Management Studies
  • 5. 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. Tolani Institute of Management Studies
  • 6. CONT…• Its manufacturing in India is in: Malanpur Thane (Gwalior) Baddi (Himanchal Pradesh) Induri(Pune) Bangalore Tolani Institute of Management Studies
  • 7. BACKGROUND OF CONFECTIONERY INDUSTRY• 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. Tolani Institute of Management Studies
  • 8. Cont…Chocolates LollipopsHard Candies Chewing Bubble Gums Gums Toffees Mint Toffees Tolani Institute of Management Studies
  • 9. RESEARCH SAYS… Total Confectionery Market holds share of Rs 41 Billion Urban Consumption: 73% Rural Consumption: 27%Tolani Institute of Management Studies
  • 10. MARKET SEGMENTATION Demographic BasesAge & Life Cycle ` Gender Income• Buyers come • Cadbury is • It is very under the age meant for reasonable group from 4 male as well and to 50 as female affordable Tolani Institute of Management Studies
  • 11. Behavioral Bases • Dairy Milk has changed the scenario ofOccasions having chocolates from having it casually to occasionally Gifts • People now give Dairy Milk as gifts on many occasions . • There are mainly the regular usersUser Status found in the user status of Cadbury Dairy Milk. Tolani Institute of Management Studies
  • 12. BRAND INVENTORY Brand ElementsBrand Name Cadbury AmitabhBrand Ambassador Bacchhan Kuch MeethaJingle Ho JayeLogo Tolani Institute of Management Studies
  • 13. POP’s & POD’s POP’s POD’s• Good quality product • Goodwill• Chocolate manufacturing • Emotional connect with Indian legacy consumers• Variants such as dark • Generic name in the Indian chocolate, fruit and nut etc. chocolate segment• Constant innovation in • Campaigns are directed at kids marketing campaigns as much as at adults • Excellent distribution system, in India specifically • 3 layer packaging Tolani Institute of Management Studies
  • 14. 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. Tolani Institute of Management Studies
  • 15. 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. Tolani Institute of Management Studies
  • 16. 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 Equitys Most Trusted Brands survey. Tolani Institute of Management Studies
  • 17. Ad CampaignsCampaign: The real taste of life with girl dancingon cricket field.Message: Dairy Milk is for enjoyment anywhere& anytime. Tolani Institute of Management Studies
  • 18. Campaign: Khane walo ko khane ka bahanachahiye.Target: Widening chocolate consumption amongthe masses. Tolani Institute of Management Studies
  • 19. `Campaign: Kuch Meetha Ho JayeMessage: Cadbury is not only a chocolate but alsomeans for celebrations on occasions. Tolani Institute of Management Studies
  • 20. Campaign: Pappu Paas Ho GayaTarget: Encourage those who have passes exams andcelebrate with Dairy Milk. Tolani Institute of Management Studies
  • 21. Campaign: Miss PalanpurTarget: Focusing on rural people Tolani Institute of Management Studies
  • 22. Campaign: Aaj Pehli Taarikh HaiTarget: To celebrate pay day/ salary day Tolani Institute of Management Studies
  • 23. PRODUCT LIFE CYCLETolani Institute of Management Studies
  • 24. MATURITY STAGE STRATEGY• More emphasis on advertisement & promotion.• Maximum innovation in their product Tolani Institute of Management Studies
  • 25. BRAND PORTFOLIOTolani Institute of Management Studies
  • 26. Competitor’s AnalysisCompany Founded in Brand Portfolio Nestle 1860 Kitkat, SmartiesFerrero 1940 Nutella, Rocher Amul 1945 Amul Milk chocolate Mars 1911 Snickers, Milky Way Tolani Institute of Management Studies
  • 27. SWOT ANALYSIS Strength WeaknessDairy milk is owned by Cadbury which is a It has strong command over its brandGlobally established brand name. image in India and Europe But other emerging markets are still lacking.Clear and consistent Brand Image over Certain segment feel that price of Dairythe years. Milk is high and compared to that Amul Milk chocolate is preferred.It offers quality product with innovationswith crafted communication campaign.Dairy Milk has huge command over itsdistribution network spanning acrossIndia.Dairy Milk also enjoys a great Brand Recallvalue when comes to chocolates withMilk. Tolani Institute of Management Studies
  • 28. CONT… Threats OpportunitiesIncreasing competition from To introduce sugar free category isinternational brands is biggest threat biggest opportunity for Dairy Milk.to Dairy Milk.Highly price sensitive nature of the Dairy Milk can innovate more byindustry. bringing international flavors so that is also gets an opportunity to compete with this threat as well Tolani Institute of Management Studies
  • 29. PACKAGING1905 1930s 1970s 1960s Tolani Institute of Management Studies
  • 30. AND NOW…o ALUMINIUM FOILo PAPER COVERo PLASTIC COVER Tolani Institute of Management Studies
  • 31. BRAND EXPLORATORY Customer Knowledge Cadbury has been trying to get out of image of "Just anotherchocolate”. 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 Tolani Institute of Management Studies
  • 32. CADBURY DAIRY MILK MENTAL MAP PerformancePeople Image Dairy Milk Tolani Institute of Management Studies
  • 33. CONT… Performance Image People Tasty OccasionsFrom age 4 Healthy Casually to 50 Consistent Success Quality Tolani Institute of Management Studies
  • 34. SOURCES OF BRAND EQUITY OF CADBURY Brand ImageEmotional Consumer’s Taste andConnect Preference Brand Awareness Tolani Institute of Management Studies
  • 35. CBBE MODEL OF CADBURY DAIRY MILK High Brand Loyalty, high no. of repeat purchasesHigh quality Well trustedpackaging, brand, goodreasonably gifting optionpricedSupreme taste All age groups,and quality celebrations, special occasions, history Very High Awareness: Tolani Institute of Management Studies
  • 36. Research MethodologyMethod of Sampling - Convenience sampling Sample size : 50Data source :- Primary data : Questionnaire & InterviewResearch instrument : QuestionnaireData Interpretation & Analysis Tolani Institute of Management Studies
  • 37. DATA ANALYSIS 1) Aware of Cadbury?Tolani Institute of Management Studies
  • 38. 2) Source of awareness? Tolani Institute of Management Studies
  • 39. 3) Which Cadbury chocolate do you purchase the most? Consumption Dairy milk (56%) 5 Star (18%) Gems (8%) Perk (6%) Bournville (4%) Dairy milk silk (4%) Temptations (2%) Celebrations (2%) Tolani Institute of Management Studies
  • 40. 4) Other than Cadbury? Tolani Institute of Management Studies
  • 41. 5) Which pack size?Tolani Institute of Management Studies
  • 42. 6) How frequently do you purchase Cadbury chocolates? Tolani Institute of Management Studies
  • 43. 7) Availability?Tolani Institute of Management Studies
  • 44. 8) Which of the factors affect your purchase? Tolani Institute of Management Studies
  • 45. 9) Impulse purchase ?Tolani Institute of Management Studies
  • 46. 10) Will you stop buying Cadbury, if new brand appears in Market? Response No, not at all (60%) I may consider (24%) Cants say (16%) Tolani Institute of Management Studies