Building the image of CADBURY: A case study By VISHAL
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BANARAS HINDU UNIVERSITY
DEPARTMENT OF JOURNALISM AND MASS
“MASTERS IN CORPORATE COMMUNICATIONS
MANAGEMENT (IIIRD Sem)”
CC-16: SEMINAR: CORPORATE IMAGE BUILDING
TOPIC OF RESEARCH
“Building the image of CADBURY: A case study”
“Masters In Corporate Communications
Management” Banaras Hindu University
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The Indian market has lot of potential to expand; it is very hard to survive in this
kind of market. The Indian market has cut throat competition may it be in FMCG
sector or consumer durables. Increasing growth can be achieved at the expense of
competitors. This results in companies trying to gain competitive edge through
increasing differentiation in their brands emphasizing how they meet the needs of
A brand is a name, term, sign, symbol or design, or a combination of them,
intended to identify the goods or services of one seller or group of sellers and to
differentiate them from those of the competitors”. In other words we can say that, a
brand is a distinguishing identity and promise which benefits the customer
Brand Image is a set of feelings, emotions and experiences that are linked to the
brand. It is developed over time through advertising campaigns with a consistent
theme, and is authenticated through the consumers' direct experience. Brand image
can deviate from the brand identity due to different perceptions, unexpected events,
and different interpretation of communicated messages.
Cadbury India is a food product company with interests in Chocolate
Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market
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leader in Chocolate Confectionery business with a market share of over 70%.
Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Éclairs,
Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's
main product - Bournvita is the leading Malted Food
Drink in the country.
In 1824, John Cadbury opened a shop in Birmingham. This one-man business,
trading mainly in Tea & Coffee was to be the foundation of Cadbury Limited. For
over 100 years Cadbury was a family business. In 1943 non family directors were
appointed. In 1847, the enterprise had prospered to a large factory in Bridge Street,
Birmingham. John Cadbury took his brother Benjamin into partnership and the
family business became Cadbury Brothers Birmingham. The business moved to
Bourneville after outgrowing the Bridge Street Factory. The Workforce had risen
up to 200 after 32 years at Bridge Street. After the death of two brothers in 1899,
the company was privatized. It entered the era of scientific management; it
introduced new ideas for their department like: Advertisement & Cost Analytical
Laboratories Sales Department Offices Education & Training for Works
Committee Medical Department employees on 2nd February, Kraft Foods took
over 71% shares of Cadbury. They acquired it totally. But still Cadbury was on top
in the market. This acquisition did not changed people’s mind and their craze for
Cadbury Dairy Milk.
Cadbury began its operation in 1948 by importing chocolates and then re-packing
them before distributing it in the Indian market. After 62 years, it is having five
companies at Thane, Induri (Pune), Malanpur
(Himachal Pradesh) and 4 sales offices in (New Delhi, Mumbai, Kolkata and
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Chennai). The corporate office is in Mumbai. Worldwide, Cadbury employs
60,000 people in over 200 countries.
Cadbury's distribution network used to encompasses 2100 distributors and 450,000
retailers. To avoid cannibalization of its higher priced products from lower priced
ones, Cadbury is setting up two separate distribution channels – one for Core
business & other for Mass markets, with different stockists, wholesalers and
retailers. But today, Cadbury's distribution network reaches out to six lakh outlets
each for its chocolate & confectionery brands (i.e. total reaching12 lakh outlets).
The total confectionery market is valued at Rupees 41 billion with a volume
turnover of about 223500 tonnes per annum. The category is largely consumed in
urban areas with a 73% skew to urban markets and a 27% to rural markets. Hard
boiled candy accounts for 18%, Éclairs and Toffees accounts for 18%, Gums and
Mints and lozenges are at par and account for 13%. Digestive Candies and
Lollipops account for 2.0% share respectively. Overall industry growth is
estimated at 23% in the chocolates segment and sugar confectionery segment has
declined by 19%. The Milk Beverages industry is valued at Rupees 16.1 billion
with an annual turnover of approx 63,000 tonnes. As per Nielsen estimates the
industry is growing at 10.1%.
The company’s main purpose is “Working together to create brands people love"
capture the spirit of what we are trying to achieve as a business. We collaborate
and work as team to convert products into brand.
Simply, “we spread happiness”!
Currently Cadbury India operates in three sectors viz. Chocolate Confectionery,
Milk Food Drinks and in the Candy category.
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In the Chocolate Confectionery business, Cadbury has maintained its undisputed
leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star,
Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% the highest Cadbury brand share in the world! Cadbury is the "gold standard" for
chocolates in India. The pure taste of CDM defines the chocolate taste for the
In the Milk Food drinks segment Cadbury’s main product is Bourn vita - the
leading Malted Food Drink (MFD) in the country. Similarly in the medicated
candy category Halls is the undisputed leader.
The Cadbury India Brand Strategy has received consistent support through simple
but imaginative extensions to product categories and distribution. A good example
of this is the development of Bytes. Crispy wafers filled with coca cream in the
form of a bagged snack, Bytes is positioned as "The new concept of sweet
snacking". It delivers the taste of chocolate in the form of a light snack, and thus
heralds the entry of Cadbury India into the growing bagged Snack Market, which
has been dominated until now by Salted Bagged Snack Brands. Byte was first
launched in South India in 2003.
Since 1965 Cadbury has also pioneered the development of cocoa cultivation in
India. For over two decades, Cadbury have worked with the Kerala Agriculture
University to undertake cocoa research and released clones, hybrids that improve
the cocoa yield. Cadbury Cocoa team visits farmers and advises them on the
cultivation aspects from planting to harvesting. Cadbury also conduct farmers
meetings & seminars to educate them on Cocoa cultivation aspects. Cadbury
efforts have increased cocoa productivity and touched the lives of thousands of
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CADBURY PRODUCTS: Chocolate
• Cadbury Dairy Milk
• Cadbury Celebrations
• 5 Star
The Cadbury brand has a profound impact on individual product brands. Brands
have individual personalities aimed at specific target markets for specific needs
e.g. Timeout, for example, is an ideal snack to have with a cup of tea. These brands
derive benefit from the Cadbury parentage, including quality and taste credentials.
To ensure the success of product brands every aspect of the parent brand is focused
on. A Flake, Crunchy or Timeout are clearly different and are manufactured to
appeal to a variety of consumer segments. However the strength of the umbrella
brand supports the brand value of each chocolate bar. Consumers know they can
trust a chocolate bar that carries Cadbury branding. The relationship between
Cadbury and individual brands is symbiotic with some brands benefiting more
from the Cadbury relationship, i.e. pure chocolate brands such as Dairy Milk.
Other brands have a more distant relationship, as the consumer motivation to
purchase is ingredients other than chocolate, e.g. Crunchy. Similarly issues such as
specific advertising or product quality of a packet of Cadbury biscuits or a single
Crème Egg will, in turn, impact on the perception of the parent brand. Similarly the
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umbrella brand has a strong brand value and a reputation that must be supported by
its individual brands
AIM: The aim of this study is to analyze the brand building strategies adopted by
OBJECTIVES: The objectives of this study are to:
• Identify the communication strategies adopted by Cadbury for image
• Find out the innovative advertising campaigns of Cadbury
• Identify the brand positioning strategies of Cadbury
The research is carried out on secondary data so the degree of validity and
reliability is completely depends upon the data used from different sources.
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The design would be descriptive research design because this study focuses on
image building of the Cadbury. The research relies on the secondary source of
Descriptive Research Major Objective: the description of something - usually
market characteristics or functions. It includes studies on the market, market share,
sales analysis, image, product usage, distribution, pricing, advertising
VARIABLES & MEASURES:
a) Communications methods
b) Advertising Campaigns
c) Brand positioning strategies
For the purpose of this study, secondary data is collected and analyzed from
various sources such as websites, annual reports, books, journals, articles,
newspapers, magazines, case studies etc.
The data gathering is aimed at extracting the information regarding image building
strategies/ communications strategies adopted by Cadbury to become a successful
Methods of Descriptive Research:
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• Secondary data
• Observational and other data
FINDINGS & DISCUSSIONS
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Total Confectionery Market holds share of Rs 41 Billion
Urban Consumption: 73%
Rural Consumption: 27%
The respondents feed-back provided the insight that chocolate purchase behavior is
impulsive or event-based. The consumers do watch advertisements and get
influenced to buy for sometime but the impulse purchase is more often than the
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advertisement trigger for chocolate. The brands known or perceived as better
quality are more often bought based on the events. Habitual chocolate consumers
do buy same chocolates where the brands play an important role. Cadbury brands
have more visibility and advertisements that influence the consumers to buy
chocolates. Dairy milk is the most common brand purchased by the respondents.
Chocolate taste, quality and availability were the major factors influencing the
buying behavior of the chocolates. Consumers mostly go for the chocolates that
have sweet cocoa taste that is mostly in the Dairy Milk. Bourville is a dark
chocolate and mostly preferred by females during particular occasions. Bournville
is also used to present as gift for some well-achieved occasion in schools and
colleges. 50% respondents agreed that flavor do influence their purchase behavior
of chocolate. Kitkat having crunchy wafer inside is also preferred by many
respondents as it is perceived as just a treat product that can be consumed for fun.
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Total 35 blogs and online portals were used to collect data and infer the corporate
insights on the chocolate market and the consumer perception. The reviews
inferred Cadbury as undoubted market leader in Indian chocolate industry. Nestle
is perceived to be as an alternative to Cadbury and not as a separate brand. The
consumers were well informed on the Cadbury chocolates and brand that Cadbury
is perceived as the only chocolate available. Cadbury has become acronym for
chocolates in India. The brand communication and image of Cadbury in India is
much stronger than Nestle. Nestle is slowly building its brand presence and
communicating by advertisement that has achieved much success but still it’s a
long way for Nestle to truly become a competitor of Cadbury in India.
Consumers perceive that the chocolates should be creative but have taste that is
familiar. This was one major reason for the success of Dairy Milk or Silk brand in
the market. Cadbury brand Dairy Milk has maximum visibility on the counter that
influences the purchase. Loyal consumers in chocolates however are rare as
consumers do buy new chocolates but not as frequently as their earlier brands.
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Chocolate taste, quality and availability were the major factors influencing the
buying behavior of the chocolates. Bourville is a dark chocolate and mostly
preferred by females during particular occasions. Bournville is also used to present
as gift for some well-achieved occasion in schools and colleges. Kitkat having
crunchy wafer inside is also preferred by many respondents as it is perceived as
just a treat product that can be consumed for fun.
Table No. 2: Awareness about Cadbury Product
No. of Respondent
Interpretation:• 100% are aware about the Cadbury.
It means the entire consumers are aware about the Cadbury product.
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Table No. 3: Consumption of chocolate
No of respondent
CONSUMPTION OF CHOCOLATE
• 64 % consumes Cadbury chocolate.
• 17% consumes Nestle.
• 12% consumes other brands.
• 7% consumes foreign brands.
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It means consumption of Cadbury is more, and then comes Nestle, then other
brands and foreign brands.
Table No.4: Discovery of Cadbury
No of respondent
Saw in the shop
DISCOVERY OF CADBURY
Saw in the Shop
Interpretation:• 67% consumer gets to know by Advertisement.
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• 17% consumer gets to know by seeing them in shop.
It means most of the consumers come to know about Cadbury from Advertisement,
then by window display in shops, then by the other sources.
• On an average more than 90% People Like Cadbury Products , moreover
60%of the people like Dairy Milk, 20% like Gems, 15% like Eclairs and
only 5%like Bytes.
• Packing of Cadbury products also satisfies 90% people. T a s t e
Q ua lit y w is e C a d b ury s a tis fie s mo re tha n 7 0 % o f the
c o n s u m e r base.
• Public opinion for future product launch of Cadbury is Biscuits 40%Muffins
50%, Cereals 10%
• More than 70% people say that Cadbury must launch sugar free products.
• Around 50% People are satisfied with the product pricing of the Cadbury
• Products and 60% people like to buy the International Products of the
• Especial Celebration packs of Cadbury attract a lot of people more than
90%are satisfied with them.
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Cadbury has regular users. They do not have any particular occasion. They just
have it. Children and youngsters play an important role Decision Roles in deciding
when to have dairy milk. And now old age people also are slowly are in decision
making. Dairy Milk has changed the scenario of having Occasions sweet
sometimes. They say have it anytime including Diwali, Raksha bandhan,
Weddings Dairy Milk have absolute loyalty status. Loyalty Status As we know that
Dairy Milk is the only Brand who is the only one to promote chocolate as an
important part of Festivals as well as it changed the mind sets of the people that
chocolate is not only for kids but for all. The strategy to target adults was taken
further with the help of a brand new positioning “Kuch Meetha Ho Jaye”. For
Indians occasions and festivals have utmost importance and Dairy Milk rigorously
focused on this point and set a new trend of having Dairy Milk in place of “Mithai”
during the occasions.
Cadbury is a brand that all of us have literally grown up with. Though it has been
immensely successful in its operations in the USA, UK, Australia, etc. from the
1800s, it entered the Indian market only in 1948. Since then, it has used a variety
of strategies and a string of ad campaigns to reach out to the Indian consumer.
Initially, Cadbury ads targeted children – they showed a loving father bringing
chocolates home for the children as a surprise. The ads were formulated keeping
in mind the Indian society then, where the children didn’t have money with
themselves to buy sweets and chocolates. With this, Cadbury was able to capture a
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substantial part of its target segment – the kids. Next, it launched its famous ad
where a teenage girl watches her friend play cricket and jumps into the cricket
field, eating a Cadbury chocolate as soon as he hits a century. Another
advertisement showed a prospective bride with mehndi on her hands, prying open
the wrapping of Cadbury chocolate with her elbows. It showed that teenagers too
can enjoy the Cadbury chocolate.
Next came the much talked about ad featuring Cyrus Broacha. It showed people
from all age groups – a housewife in her 40s, a couple well into their 60s, and a
teenager – enjoying the chocolate as Cyrus sang in the background “Khaane walon
ko khaane ka bahaana chahiye”. In this way, Cadbury created inroads into all
possible age groups.
The basic purpose of promotion and advertising by Cadbury is to make Cadbury
synonymous with chocolate and • Educate the market
• Build brand awareness
• Increase consumption
• Encourage seasonal purchases
A. CADBURY DAIRY MILK:
Cadbury’s multi-award winning campaign - ‘The Real Taste of Life’ launched in the 90’s attempts to capture the child like spontaneity in every
adult. From the old man offering his wife a Dairy Milk chocolate to the
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dancing girl in a crowded stadium, all reflect the impulsiveness and the
spontaneity of the child in the adult.
This campaign went on to be awarded 'The Campaign of the Century', in
India at the Abby (Ad Club, Mumbai) awards.
In the late 90's, to further expand the category, the focus shifted towards
widening chocolate consumption amongst the masses, through the
'Khanewalon KO KhaneKaBahanaChahiye' campaign. This campaign built
social acceptance for chocolate consumption amongst adults, by showcasing
collective and shared moments.
More recently, the 'KuchMeethaHoJaaye' campaign associated Cadbury
Dairy Milk with celebratory occasions and the phrase "PappuThe interactive
campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet and new media'.
-The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best
Integrated Marketing Campaign and Gold in the Consumer Products category
at the EFFIES 2006 (global benchmark for effective advertising campaigns)
-The idea involved a tie-up with Reliance India Mobile service and allowed
students to check their exam results using their mobile service and
encouraged those who passed their examinations to celebrate with Cadbury
“Pappu Pass Ho Gaya" became part of street language. It has been adopted by
consumers and today is used extensively to express joy in a moment of
achievement / success.
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B. CADBURY PERK:
1) 360-degree campaign with mix of television, consumer contact activities, etc.
2) Tie up with leading coffee chain Café Coffee Day for direct sampling.
3) Product sampling for first two months across 25 towns.
C. CADBURY 5 STAR:
Cadbury India uses the outdoor medium as an integral part of its advertising
campaigns. The 360-degree marketing campaign for the re-invented 5-Star, apart
from the TVC and brand micro site, also features a theme-based outdoor and fun
sampling and tasting sessions about the ‘right way to taste a 5-Star’.
D. CADBURY CELEBRATION:
Radio constitutes 10 per cent of the overall spends for the Rakhi campaign for
Cadbury Celebrations. Besides radio, outdoor constitutes 15-20 per cent of the
spends, while TV continues to dominate the media plan at 70 per cent. For a
campaign relying so heavily on television, there is no new TV commercial. The
company is airing last year's TVC this year as well, the rationale being that the ad –
an emotional one about a brother in a hostel being surprised by his sister – still
generates high recall.
However for the outdoor campaign, the brand targets brothers under the age of 18
years, is spread across billboards and bus shelters with creative such as, "Your
sister thinks you are a six-pack superstar", "Your sister thinks you are Mumbai's
coolest dude", or "Your sister thinks you are the real hero"; followed by: "This
Rakhi, express your love with pyaar ka shagun" and "Special Rich Dry fruit
collection for your sister".
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The insight for the outdoor campaign was that sisters hero-worship their brothers.
The campaign uses this insight as a hook to initiate gifting by the brothers.
‘Cadbury’s Celebrations’ aims to propagate this very thought through its latest
Diwali Campaign - “Iss Diwali AapKiseKhushKarengey? KuchMithaas ho jaaye”.
The idea behind the campaign is to seed the thought of sharing & spreading
happiness to bring a spark into people’s lives this festive season.
Cadbury’s has extended its marketing strategy to the internet space and has
launched an innovative & interactive website www.meethamoments.com wherein
one can experience the meetha thought via sending of personalized e-greetings to
Cadbury has created a complete 360 degree campaign to involve & engage the TG
by promoting the big thought of “Iss Diwali aapkisekhushkarengey?” This
integrated communication strategy will be rolled out to intensify the engagement
with the consumers. The mediums of communication will include television, print,
radio, online, and outdoor activities.”
E. CADBURY DAIRY MILK ECLAIRS:
Cadbury Dairy Milk Éclairs – the deliciously creamy caramel filled with a rich
Cadbury Dairy Milk chocolate center recently launched a new TVC with the theme
"Chocolate kaMeetha Bomb". The TVC aims to showcase the new and improved
Cadbury Dairy Milk Éclairs which boasts a greater gush & and a richer chocolaty
center. In order to communicate this, the burning wick and chocolate head
explosions has been brought to play.
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The 360 marketing campaign, apart from the TVC will also feature outdoors,
sampling and free goodies.Cadbury Dairy Milk Éclairs Crunch is being supported
heavily through a new TV campaign, coupled with radio in select cities.
CADBURY’S PRODUCT DEVELOPMENT
Cadbury launches ‘Perk with Glucose Energy’ in 2009:
A first for India, Cadbury Perk with Glucose Energy is a new innovation that is
aimed to appeal to consumers’ taste buds. Targeted at 14-18 year olds, it is a fun
treat which combines energy giving glucose with great taste.
This new offer will be backed by significant advertising created by Ogilvy &
Mather Advertising centered around the theme of “Naya Perk with Glucose
Energy.” An integrated marketing campaign will be launched to create awareness
around the product. The 360-degree marketing communication will encompass TV,
Outdoor, tie-ups and sampling activities. Perk with Glucose Energy will offer two
pieces in each pack affordably priced at Rs.5/- for 21 gms. And as singles at Rs.2/for 7.5 gms. It will be available at all retail outlets across cities in the country.
Cadbury launches new TVC for Bournvita++ in 2009:
Two separate TVCs have been created to capture the audiences’ interest, the first
aimed at the kids and the other at their mothers.
The communication objective of campaign for mothers is to tell them that
Bournvita ++ offers the benefits of nature and science which helps your child to
keep going with all the physically and mentally demanding activities of the day, so
that your kid is confident in whatever he does.
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There is a separate TVC for kids which hinges on the same idea- nonstop action
from nature’s goodness and the power of science. The TVC for kids has a complete
video game look & feel to it and is the first of its kind in this category. This unique
treatment has been chosen with the intent of increasing the brand appeal amongst
On the digital platform, a micro site, www.readytoplay.in, has been launched
where kids can play a game.
it’s new `Cup of Confidence’ for little champions:
Tennis Ace Sania Mirza conducts a master class for mother’s on the
art of making champions at the launch eventMumbai, February 27, 2009:Cadbury
India Ltd. today launched Cadbury BournvitaLi’l Champs its latest offering for
young children at an unique event with tennis ace SaniaMirza and an excited group
of children and their mother’s at their corporate office.
BournvitaLi’l Champs is a specially created nutrition supplement for 2 to 5 year
olds with the goodness of natural ingredients and the power of 20 scientific
nutrients. It contains DHA, which is vital for brain and vision development in the
formative years of a child. In addition, it is also supplemented with Whey protein
concentrate that not only increases the over-all protein content, but also enhances
muscle development and immunity necessary for children.
The core proposition of BournvitaLi’l Champs is to provide mental alertness and
physical fitness for children in the age group of 2-5 years. This offering has milder
cocoa content and with the great Cadbury Bournvita taste will help children realize
their innate potential.”
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The company has roped in tennis ace SaniaMirza for the brand communication that
shows her transformation from a young toddler to a tennis champ. The new TV
commercial will be aired in the first week of March and other mediums like
outdoor, Internet and radio will be leveraged extensively for
Cadbury BournvitaLi’l Champs will be available in two pack sizes – 200 gms
priced at Rs.90/- and 500 gms at Rs.175/- at all modern retail outlets across major
QUIZ & CONTESTS ORGANISED BY CADBURY:1. India's first Teachers v/s students' quiz show launched:
For the first time in India, Cadbury Bournvita brings the guru &shishya Jodi’s to
quiz it out on India's favourite quizzing show 'Bournvita Quiz Contest'.
The contest intends to explore the interesting aspects of 'Confidence' in the young
consumer's life-space. Each episode brings together 2 teams - one teacher’s team
and one student’s team to compete on an experience v/s eagerness platform teacher's experience and student's eagerness. The teachers are asked questions like
'What's Shahrukh's new hairstyle? & the students 'Which city in India has the
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Mediums changed, channels changed, but the Bournvita Quiz Contest remains to
this day, the longest running quiz show of India. The Bournvita Quiz Contest
(BQC) has succeeded in making quizzing one of the nation's most popular events
after one-day cricket. But, more importantly, BQC had occupied a very special
The contest opened by inviting schools from across India and Gulf to send in
nominations for students from classes VII and VIII. Initiations were sent to
teachers from reputed schools across the country and were then selected through
rounds of personal interviews conducted by Derek O' Brien.
2.Cadbury Perk presents ZapakGameplex Premiere League India’s 1st National
Mumbai, November 3, 2008: Zapak Digital Entertainment Ltd, India’s largest
online gaming portal, a Reliance ADA Group Venture today launches India’s
biggest gaming tournament – Cadbury Perk ZapakGameplex Premiere League.
This mega tournament will be activated in 35 ZapakGameplexes in cities like
Chennai, Bangalore, Jamshedpur, Bhopal, Bhubaneswar, Cochin, Coimbatore,
DehraDun, Hyderabad, Indore, Lucknow, Ludhiana, Delhi, Ranchi, Mumbai,
Secunderabad, Siliguri, Baroda, Trivandrum, Chandigarh, Jaipur, Ahmedabad,
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The tournament will showcase world’s most popular games like - Counter Strike,
FIFA 08 and Crazy Kart- Worlds Craziest Online Racing Game. This tournament
will be a league based format where gamers across the country will play each other
in the most competitive format ever.
ZapakGameplex will rank & felicitate India’s top 100 gamers in Counter Strike,
FIFA 08 and Crazy Kart, along with cash prizes of uptoRs. 5 lakhs to be won.
This event is being promoted by AXN, BIG Fm, and Living Digital along with
online media and Zapak.com themselves. The league will also be promoted
extensively across all youth hot spots by way of Banner and Poster activation.
Leaflets announcing tournament also to be distributed across these hot spots.
BRAND POSITIONING AND REPOSITIONING
Cadbury Dairy Milk has been the market leader in the chocolate category for years
and has participated and been a part of every Indian's moments of happiness, joy
and celebration. Today, Cadbury Dairy Milk alone holds 30% value share of the
Indian chocolate market.
In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a
bribe for children. In the Mid 90's the category was re-defined by the very popular
`Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in
all of us'. It appealed to the child in every adult and Cadbury Dairy Milk became
the perfect expression of 'spontaneity' and 'shared good feelings'. The 'Real Taste
of Life' campaign had many memorable executions, which people still fondly
remember. However, the one with the "girl dancing on the cricket field" has
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remained etched in everyone's memory, as the most spontaneous & uninhibited
expression of happiness. This campaign went on to be awarded 'The Campaign of
the Century', in India at the Abby (Ad Club, Mumbai) awards.
In the late 90's, to further expand the category, the focus shifted towards widening
chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane
Ka Bahana Chahiye' campaign. This campaign built social acceptance for
chocolate consumption amongst adults, by showcasing collective and shared
More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy
Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part
of street language. It has been adopted by consumers and today is used extensively
to express joy in a moment of achievement and success. The interactive campaign
for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious Cannes
Advertising Festival 2006 for 'Best use of internet and new media'. The idea
involved a tie-up with Reliance India Mobile service and allowed students to check
their exam results using their mobile service and encouraged those who passed
their examinations to celebrate with Cadbury Dairy Milk. The 'Pappu Pass Ho
Gaya' campaign also went on to win Silver for The Best Integrated Marketing
Campaign and Gold in the Consumer Products category at the EFFIES 2006
(global benchmark for effective advertising campaigns) awards.
Post this, Cadbury changed its strategy. Having tapped all age-groups, it wanted
to project Cadbury chocolates as a meetha – thereby trying to eat into the market
showing Cadbury chocolate being enjoyed at every possible instance- before a
good task (Shubh kaam ke aarambh se pehle), after dinner (Khaane ke baad
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meethe mein kya hai), on payday (Khush hai zamaana aaj pehli taariq hai), after
passing exams (Pappu pass ho gaya) or while just having a good day (Main khush
hun aaj khamakha). Apart from this, Cadbury always comes out with special
advertisements before important festivals like Diwali (toh iss Diwali aap kise
shagun). Cadbury was projected as the chocolate to eat on important as well as
• Kuch meetha ho jaaye
• Shubh Aarambh
• Khaane ke baad
• Khush hai zamana
• Pappu pass ho gaya
• Main khush hun
It is because of such intelligent and innovative marketing strategies that Cadbury is
the most successful chocolate brand in the India. Even now it posts a revenue
growth of 30% annually, which is amazing.
COMMUNICATION STRATEGY FOR IMAGE BUILDING
Cadbury was the one having 70 % market shares in chocolate industry. Out of
which 30% was the Dairy Milk alone. This is because of constant re-invention of
the brand & bombarding communication towards the consumers consistently to
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maintain the top position in mind recall in confectionery segment. Dairy Milk was
awarded as No.1most trusted brand in Mumbai 2005 for the edition of Brand
Equity’s most trusted Brand Survey. Dairy Milk targeted all the aspects as possible
to get into the heart of all the people, of all age groups. For this they communicated
with people through different Ad’s &Campaigns. Let us see few of them below:
Khane walo KO Khane ka Bahana Chahiye Pappu Paas Ho Gaya Shubh Aarambh
was one of successful campaigns of Dairy Milk. This means Auspicious
Beginning. With this campaign they said that for whatever you start, start it with
Dairy Milk and it will be successful. For this they chose the best to advertise:
TOOLS FOR COMMUNICATION
Dairy Milk used different media options to communicate different campaigns and
promote Dairy milk. They are Outdoor Television Radio Internet TV Advertisements
is the most popular method for Dairy Milk to show their new campaigns to people so
that they can more and more relate it with their personal lives. They also have ground
promotions in different malls. They arrange some contests also to promote their
As we know that Dairy Milk holds 30% value share of chocolate market. The
demand of chocolate is increasing day by day. And Dairy Milk is no. 1 in that race.
Indian market &specifically where the penetration of chocolates is increasing,
brings a need for efficiency in logistics and distribution. There is stiff competition
in the confectionery market due to large exposure of foreign currency rate risk,
mainly on account of import of cocoa beans, cocoa butter. Cadbury Dairy Milk is
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easily available anywhere in the market. Cadbury’ success of proper distribution is
Dairy Milk is positioned towards age group of 4-50, and thus the price is
accordingly kept affordable. Also it is easily accessible to all categories. Price
range starts from Rs.5to Rs.20 in different sizes. Cadbury Dairy Milk fruit and nut
starts from Rs.30. Dairy Milk Silk is a premium brand and thus the price of it is
little higher that is Rs.50.
Cadbury Dairy Milk has launched some very creative advertisements in India over
the years. More than innovative, the ads have been very relevant to the Indian
ethos. The ‘shubh aarambh’ ads which captured the Indian tradition of having
something sweet before an important occasion or ‘kuch meetha ho jaye’ which
associated Cadbury Dairy Milk with celebratory occasions. Recently, Cadbury
Dairy Milk has been airing the ‘meethe mein kuch meetha ho jaye’ campaigns
which have found a lot of favor with the audience. The ads, in typical Cadbury
style, are very heartwarming and creative.
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If we look through the years, we can clearly see that Cadbury is doing everything
possible to maintain a strong hold on the Indian chocolate market. While it remains
a dominant leader with over 70% of the market share, this has eroded over the
years as competitors like Nestle, Amul and CAMPCO have made strong forays.
There was a time before and during the early 90s when Cadbury’s enjoyed an even
higher market share. This was the time when chocolates were very clearly
positioned for children. However, with the entry of global giant Nestle, two things
happened. Firstly, there was a sudden spurt of competition for Cadbury. But more
importantly, the market began to grow at a faster pace. Cadbury seized this
opportunity and started creating advertisements that were targeted towards the
‘kids in all of us’. This was a very smart move as they already had the children’s
segment all tied up. Moreover, the children of the 90s have now grown up, and
Cadbury still offers them reasons to eat Dairy Milk.
Hence, while their market share has eroded by a few points, Cadbury has
significantly improved its revenues in absolute terms by evolving a long term
advertising plan and one that is very relevant to the Indian context. With
predominantly Indian themes, special moments (remember the girl dancing on the
cricket field) and soulful music, Cadbury has really managed to connect with the
audience. The recent ‘meethe mein kuch meetha ho jaye’ campaign is simply a
continuation of this strategy to expand the market. In conclusion, Cadbury Dairy
Milk has managed to take a simple chocolate bar and create numerous associations
with it over the years. It has built up different audiences over the years, and to
every audience it offers a different meaning but one that is very relevant.
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In Indian Market, the main players in the confectionery market are Cadbury,
Nestle, Candico, ITC and Parle. Let us see the competitors of Cadbury Dairy Milk
in detail below Company Founded in Brand Portfolio Kraft Foods 1903 Cadbury
Dairy Milk & Variants, Éclairs, Bourn vita etc…Nestle 1860 Kitkat, Smarties
Ferrero 1940 Rocher, Raffaelo, Nutella Amul 1945 Milk Chocolate, Fruit and Nut
chocolate Candico 1997 Loco Poco Gum, Big Bubble ITC 2002(Confectionery
Minto and Candy man Segment)Parle 1929 Melody, Mango Bite, Poppins, Kismi,
Cadbury dairy Milk has been trying to get out of the image of “Just another
chocolate” and become something special in the minds of the people. They have
also been trying to position themselves as chocolates for all age groups and not just
kids. The campaign has successfully created a picture in the mind of the customers
that Cadbury is not just a chocolate but means of celebrations. There are two main
sources of Brand Equity and they are: Brand Image and Brand Awareness. Brand
Image is the perception of the customers about that product or service they are
using. Brand Awareness is the knowledge of the customers about that product or
As we know that previously Dairy Milk was only considered as Chocolate, but
their new campaign has changed this perception of consumers. As discussed
above now Dairy Milk is considered as Traditional sweet of Indian
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culture(Mithai) which people give to their near and dear ones on the occasions
and now they use Dairy Milk as sweet (Mithai).Brand Ambassador chosen for
Dairy Milk is none other than Megastar Amitabh Bacchhan. He endorsed the
brand so successfully that everyone loved the brand much more than they did.
The endorsement has successfully captured the Indian festivals like Raksha
bandhan, Diwali, Wedding, Birthdays etc… Now people give Dairy Milk as
token of love, care and affection to their friends and family.
BRAND MANTRA OF DAIRY MILK
Dairy Milk also enjoys a great - Brand Recall value when comes to chocolates with
Milk. Dairy Milk has huge command over - its distribution network spanning
across India. Certain segment feel that price of innovations with crafted Dairy Milk
is high and compared to communication campaign that Amul Milk chocolate is
It offers quality product with Dairy Milk is somewhat lacking in
establish a clear and consistent other emerging markets. It has Brand Image over
the years. Strong commands over its brand image in India and Europe But other
places it is lacking. Dairy Milk has been able to the recent acquisition of Cadbury
which is a globally established by Kraft Foods may result in brand name known for
its somewhat negative effect on the manufacturing competency and brand.
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CUSTOMER-BASED BRAND EQUITY PYRAMID
Rationale of CBBE model:
Basic premise: The power of a brand resides in the minds of the customers. The
challenge is to ensure that the customers have the right kind of experiences with
the products and services and their marketing program to create the right brand
knowledge structures i.e.
• Perception & Attitudes
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Building a strong brand involves a series of steps as part of a “branding ladder”. It
is characterized by a logically constructed set of brand “building blocks”.
We need to identify the areas of strength and weakness and to provide guidance to
Brand Salience measures awareness of the brand, how often and how easily the
brand is evoked under various situations or circumstances. It is the same as brand
identity i.e. who are you?
DEPTH OF AWARENESS
It measures how likely it is for a brand element to come in mind i.e. ease of
recognition and the ease with which it does so i.e. recall value.
The Cadbury brand is associated with best tasting chocolate which includes from
everything from solid blocks to chocolate filled bars and novelties. For many
people, chocolate is Cadbury and no other brand will do. The core values of
quality, taste and emotion supports the Cadbury brand. Consumers know that they
can trust a chocolate bar that carries Cadbury branding. The swirling chocolate and
„glass and a half are powerful images. They both portray a desire for chocolate
while the half full glass suggests core values of goodness and quality. The brand
has been successful in establishing the link, in the mind of the consumer, that
Cadbury equals chocolate.
BREADTH OF AWARENESS
It measures the range of purchase and usage situations in which the brand element
comes to mind.
Branded products command premium prices. Consumers are willing to pay the
premium if they believe that the brand offers levels of quality and satisfaction that
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competing brands do not. Now Dairy Milk comes in Rs. 5 the campaigns of
„Pappu pass ho gaya‟ and „Miss Palampur‟ aim to popularize Dairy Milk
connecting it to various usage situations. Three consumer segments of „impulse‟,
„take home‟ and „gift‟ has been identified. Impulse purchases are usually products
bought for immediate consumption. Take Home confectionary is generally bought
in supermarket and is often driven by specific need. The specific need or usage can
be an occasion. The consumers make more rational decisions like brand influence,
price/value relationship. These areas are further subdivided for e.g. the gift sector
comprises special occasions (B‟days or festivals) and token or spontaneous gift.
It describes how well the product meets customers‟ more functional needs. It
transcends the product’s ingredients and features to include dimensions that
differentiate the brand.
The Cadbury brand name has been existence since 1824 when John Cadbury
opened his shop in Birmingham, England. Over the years it has survived in a
highly competitive market and developed its competitive advantage. It is
successful in communicating the customers that it is still the ultimate in chocolate
pleasure. It has shown the consistency in performance. The strength of the
umbrella brand supports the brand value of each chocolate bar, thus implying how
reliable the brand is.
Cadbury’s packaging on the functional level, the pack was structurally sound to
protect the product quality in distribution and storage conditions, thus the
consumers can acknowledge the durability of the product. The economic life of the
product was mentioned in the product as per the respective food regulatory body.
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Cadbury’s world famous packaging is comprised of four key elements:
Distinctive packaging design
The Cadbury corporate purple color
The glass and a half full of full cream milk logo
The Cadbury script logo
These elements convey to consumers the memorability, distinctiveness and high
quality of Cadbury products. The attractiveness of packaging alone can be
instrumental in stimulating a purchase specially impulse buyers.
The brand also comes in various attractive packages for different occasion like
„Diwali‟, „Raksha Bandhan‟, „Christmas‟ etc.
It depends on the extrinsic properties of the product including the ways in which
the brand attempts to meet customer’s psychological or social needs.
The intangible association to Cadbury includes family experiences, childhood
memories. The product could be bought from supermarket on the insistence of the
child to its parents or from department store or specialty store through impulse
buying or for little pleasures. The Cadbury as a person is able to create a feeling of
warmth, the togetherness of family & friends on special occasions, to hold those
relationships in life which are of prime importance and to savor the sweet success
of winning. The core values of quality, taste and emotion are the pillars of the
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The milk pouring on the chocolate bar, the icon represents the unique production
process in Cadbury’s Dairy Milk chocolate which uses a glass and a half of full
Irish milk in every half-pound, hence the unique taste of the chocolate. It serves to
identify the product, its contents and the manufacturer. The heritage that has been
passed down from the past.
These are customer’s personal opinions about and evaluations of the brand, which
consumers form by putting together all the different brand performance and
Brand Quality: Consumers trust the brand because there is certain level of quality
attached to it. The people buy chocolates during the auspicious occasion as a token
of their love tells the level of trust that the people have.
Brand Credibility: The brands like Five Star, Perk derive benefit from the
Cadbury parentage including quality and taste credentials. The flagship chocolate
brand, Cadbury Dairy Milk which is over 100 years old, is the third largest largest
chocolate brand globally with retail sales of $2 billion. Its revenue grew by 5% in
the year 2007 and by further 9% in the first half.
Brand Consideration: The brand has been considered for possible purchase and
use not only as a chocolate but it has become a substitute for sweet. The punchline
„Kuch Meetha Ho Jaye‟ justifies this. The campaign has been highly successful
with the brand endorsement of Amitabh Bachchan and consumers buy it for
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“Diwali” and “Raksha Bandhan”
Brand Superiority: The unique taste of chocolate which comes in a pure form.
These are customers‟ special responses and reactions to the brand. The feelings
that are evoked by the marketing program or by other means.
The brand evokes a soothing type of feeling. As the chocolate melts inside our
mouths, a similar soothing effect is felt inside our hearts. The commercial for the
cricket match shows how sweet success of winning can be savored by the sweet
taste of Cadbury. It also depicts fun and excitement.
It is reflected in the impulse buying nature of consumers. The commercial
featuring a girl with „mehndi‟ put on her palms has a strong desire to have
chocolates and she is adamant to have it.
Bond of love & relationships
The brand provides the consumers with an opportunity to express their love to their
family and friends. It is a time to celebrate and have few precious moments of
The cricket match commercial also reflects the fun & the excitement. The brand
makes the consumers feel excited.
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It describes the nature of this relationship and the extent to which customers feel
that they are “in sync” with the brand. It is characterized in terms of intensity, or
the depth of psychological bond that customers have with the brand, also the level
of activity engendered by this loyalty ( repeat purchase rates and extent to which
customers seek out brand information).
The level of attachment can be judged by the fact that the consumers feel that is a
perfect gift for special occasions. It could be used to express their token of love.
“little pleasures” that can be derived from the moments of family get-together.
The moment consumers think about celebration they think about the brand.
Sense of community
The consumers feel a kinship or affiliation with other people associated with the
brand. The commercial in which BigB and his childhood friend exchange their
gifts they feel how much their choices resemble and automatically a feeling of
kinship is developed. The sense of belongingness to that particular brand is
The repeat purchases on various occasion be it Diwali, Christmas or to express
their love or vote of thanks, only this brand comes to the consumers mind. This is
the level of loyalty that the Cadbury brand shares with it consumers.
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The study reveals that we are all consciously and unconsciously affected by brands
in our daily lives. When we go to purchase a pair of training shoes we rarely make
a purely practical decision. There are numerous branded and non-branded options
available. For many people, a pair of trainers must sport a brand logo because that
will communicate certain values to other people. The confectionery market elicits
similar conscious and unconscious feelings of passion, loyalty and enthusiasm. For
many people, chocolate is Cadbury, and no other brand will do. This consumer
loyalty is critical because of the value of the chocolate confectionery market and
Because, in all markets, a small number of consumers account for a large
proportion of sales. Loyal customers are the most valuable customers to have
because they will buy your product over and over again. Branded products
command premium prices. Consumers will happily pay that premium if they
believe that the brand offers levels of quality and satisfaction that competing
products do not. The most enduring brands have become associated with both
tangible and intangible properties over time. The most successful provoke a series
of emotional or aspirational associations and values in our minds that go way
beyond the physical product.
Cadburys has identified these brand values and adjusts its advertising strategies to
reflect these values in different markets. Its strategy can vary from increasing
brand awareness, educating potential customers about a new product, increasing
seasonal purchases, or as is currently the case in the ‘Choose Cadbury’ campaign
to highlight the positive emotional value of the brand. After identifying brand
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values the marketing manager must match these to the specific market. For this
reason it is important to identify possible segments that have specific needs, and to
highlight appropriate brand values that will promote the brand in that market.
CONSUMPTION & CONSUMER LIFESTYLES
Cadbury’s core markets are currently in the UK, Ireland, Australia and New
Zealand. The Cadbury brand is very well known in these markets and consumers
have established patterns of chocolate consumption. Ireland has one of the largest
consumption rates in the world along with Switzerland. In Ireland alone, the
average person eats 8kg of chocolate and 6kg of sweets each year. In key areas
such as these, the Cadbury brand has secured significant brand status. In Ireland,
Cadbury has identified three key consumer segments of ‘impulse’, ‘take home’ and
‘gift’. These segments reflect consumers’ decision-making processes. For example,
impulse purchases are typically products bought for immediate consumption, e.g.
single bars. Take Home confectionery is generally bought in a supermarket and is
most often driven by a specific need. A specific need or usage can be an occasion,
e.g. ‘I need something for the lunchbox’. Here consumers make more rational
decisions, e.g. brand influence, price/value relationship. These areas are further
subdivided, for example the ‘gift’ sector comprises special occasions (birthdays,
Christmas, etc.) and token or spontaneous gifts. If marketers successfully identify
and isolate consumer segments in this way, it becomes easier to target products and
Advertising is a more meaningful way to increase consumption.
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Hence, on the basis of study it can be concluded that the success of the Cadbury
brand can be seen in how its image is continually maintained over time. Identifying
brand values and matching these to consumer lifestyles in specific market
segments can help develop a clear advertising message. In previous advertising
messages quality and taste were emphasized. Cadbury is now building on this
through its ‘Choose Cadbury’ strategy to underline the feeling a premium brand
can bring to its customers. The Cadbury brand has proven itself to be a leader in a
highly volatile and competitive market because it has successfully established,
nurtured and developed its umbrella brand and growing portfolio of products.
Research data shows that the Cadbury brand equity is highly differentiated from
other brands with consumers. Brand equity is the value consumer loyalty brings to
a brand, and reflects the likelihood that a consumer will repeat purchase. This is a
major source of competitive advantage. The Cadbury umbrella brand has endured
in a highly competitive market, and has established the link, in the mind of the
consumer, that Cadbury equals chocolate. An umbrella brand is a parent brand
that appears on a number of products that may each have separate brand images.
The Cadbury umbrella brand image consists of four icons namely the Cadbury
script, the glass and a half, dark purple color and the swirling chocolate image.
These elements create a visual identity for Cadbury that communicates the ultimate
in chocolate pleasure. Consumer research is conducted regularly so managers can
learn more about how the market perceives the brand. This research has confirmed
that the swirling chocolate and ‘glass and a half’ are powerful images. Both clearly
portray a desire for chocolate while the half full glass suggests core values of
goodness and quality.
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WHY COMMUNICATION IS USED TO PROMOTE A BRAND?
On the basis of the facts that revealed from the study and from analysis of data, it
is recommended that as the confectionery market is full of brands that need to fight
for our attention. The role of communication is to keep a brand in the mind of the
consumer. We are constantly presented with countless brand images and messages
on a daily basis. During the lifetime of a brand, companies will develop marketing
strategies that communicate brand identity and core values to gain our attention. In
order to keep its product competitive and contemporary, these messages need to
change over time. Cadbury provides one of the most successful examples of how
Message can be modified from one campaign to the next to attribute new values to
a brand giving consumers more reasons to buy Cadburys. Healthy brand equity or
brand strength is critical in an impulse-driven, competitive market. Advertising
plays a key role in maintaining this strength. Cadbury employs all types of
advertising from the internet to posters, from TV, radio and cinema to print media.
This same creative message is then communicated through point of sale,
merchandising, package design and public relations.
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Maintain dominance in chocolate segment.
Many new players are trying to enter Indian market so it should formulate
new strategies so as not to lose market share.
New channels such as gifting, child connectivity and value for money
offering to be the key growth drives.
One new major product launch every year.
Cadbury should bring out new products for health conscious people
FDI will bring in many new products and competitors so Cadbury will have
to maintain their strong market distribution channel so as not to lose market
They need to maintain high standards and should be careful that there
product remains sterile. And is not effected by insects.
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