1. “Ensuring Brand Clarity & Consistency in today’s
Multi-channel world”
Brand : Cadbury
By,
Prajakta Kulkarni – PGDM 2nd
Year Marketing
Mandar Bhardwaj - PGDM 2nd
Year Marketing
2. Introduction:
Cadbury began its operations in 1948 by importing chocolates and then re-packing
them before distribution in the Indian market. After 59 years of existence, it today
has five company-owned manufacturing facilities at Thane, Induri (Pune) and
Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices
(New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. 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! Flagship brand Cadbury Dairy Milk is
considered the "gold standard" for chocolates in India. The pure taste of CDM
defines the chocolate taste for the Indian consumer.
Part A: Research Findings
From research of sample of 100 people for Brand Cadbury of Brand building we
found following key findings:
1) Brand recall is about 84 %.
2) Brand awareness is about 96 %
3) Around 90 % people believed that Brand Cadbury is Synonyms to
Chocolate & Sweetness.
4) 78 % of people believed that Brand Cadbury keeping consistently high
quality.
5) About 94 % people found Brand Cadbury available at convenience. If it is
not available in store 80 % people postponed or purchase it from other
store.
6) About 90 % people believed that Brand Cadbury gives Value for money.
7) About 92 % people having trust of the Cadbury producer.
3. Part B: How does Brand Cadbury ensure Brand Clarity & Consistency in
today’s Multi-channel world?
a) Through promotional Campaign:
Consistency in Brand message & Image: Cadbury
Snacking ka meetha funda:
Cadbury Bytes is positioned as the 'only sweet snack' in the world of salty snacks.
The proposition they have arrived at is "Snacking ka meetha funda", where they
take a pot-shot at other snacks, by saying `Har snack namkeen nahi hota'. The
product is all about breaking a cliché and teenagers identify with breaking
stereotypes. The new commercials- 'Tommy' and 'Villain', talk about breaking the
stereotype.
Kid in all of us:
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'.
'Real Taste of Life' campaign: 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 remained etched in everyone's memory,
as the most spontaneous & un-inhibited expression of happiness. This campaign
went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad
Club, Mumbai) awards.
Product of Mass:
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
moments.
4. Celebratory occasions- “Pappu Pass Ho Gaya”:
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 / 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 Sadvertising campaigns) awards.
5. Association with Cadbury:-
• Celebration
• Occasion
• Joy
• Spontaneity
• 'shared good feelings’
Some of the mediums which Cadbury uses for ensuring its brand clarity is as
given below
In-Store Positioning
It’s a key challenge to position a product in store. Cadbury decided to place the
products in the confectionery section alongside other confectionery products that are
for ‘in-home’ consumption.
For a product like Cadbury, the main objective of the marketing campaign was to
build awareness of the regarding the brand and ensure the message clarity. Cadbury
approached this mainly in three ways: advertising, sampling and PR.
Advertising:
A TV ad campaign is devised illustrating one of the important consumption
occasions (watching TV in the evening), it always has an emotional element because
of which consumers can relate to the brand.
Public Relations:
6. One of the most underestimated areas of the marketing mix, PR is invaluable for
awareness building of an intended usage occasion. PR can reach consumers when
they are least expecting it, and outside the normal forms of contact like in store, TV
etc.
Radio Promotions are used and the prizes consisted of hampers of Cadbury from
there product portfolio are distributed.
Product Placement:
Samples were sent to retailers for display in the shop.
Point of Sale (POS):
Naturally, given that the product is sold in retail outlets, in-store marketing support
was also developed. This consisted mainly of attractive floor units, shelf headers and
glorifiers to give standout in-store.
b) Rejuvenation of brand Cadbury :
Cadbury has faced a trough in 2004 because of the worm controversy, it then had to
rejuvenate the brand image.
To begin with, Cadbury had announced a three-step programme - Project Vishwas -
involving its distribution chain and retail channels. According to the company
statement, the programme entails a partnership with retailers on a war footing to
build awareness about storage requirements for Cadbury products. The programme
was implemented immediately in Maharashtra and extended nationwide thereafter.
Over the next two weeks, a team of quality control managers along with 300 sales
people carried out checks of over 50,000 retail outlets across Maharashtra which
stock and sell Cadbury products. The teams conducted visual checks on storage of
chocolates. As precautionary measures, they also replaced questionable stocks
reducing significantly the chances of damaged products.
7. Joy=Chocolate
=Cadbury
The perfect Creating an
Confectionery Impulse,
catering to an Occasion,
Indian Taste.. Moments to Cherish
A “Sweet” enclosing Means to Celebrate,
Cocoa & Caffeine used to to Express oneself in the
stimulate Nerve cells, most amiable manner!
Satisfy Hunger
A Chocolate…to roll in mouth!!
Who are you??
What are you?
What about you?
What about you & Me?
Customer based brand equity pyramid
Brand Salience:
Brand Salience relates to aspects of the Awareness of the brand, the ability to recall
and recognize the brand, indicating how often the brand is evoked under various
circumstances.
The basic category into which Cadbury falls is Chocolates (Confectionery).
However, instead of promoting itself as a mere chocolate, Cadbury has successfully
positioned itself as a “Sweet” to be consumed anytime, anywhere; in moments of joy,
ecstasy or celebration with the help of its evergreen campaign : “Kuch Meetha ho
jaye”
8. Brand Performance and Imagery:
Brand Performance relates to the way in which product or service attempts to meet
customer’s functional needs. It refers to the Intrinsic Properties of the brand in terms
of inherent product characteristics.
For Cadbury, the primary ingredients include Milk, Cocoa, Caffeine and Sugar. The
basic function of a chocolate is to Satisfy Hunger or Stimulate one’s Nerve cells.
However, more than perceiving as a mere quencher or stimulator, customers always
Imagine it to be a Sweet to Celebrate Success or Happiness.
Brand Judgments and Feelings:
Cadbury, with its consistent superior quality and taste aptly catering to the Indian
needs, has been always considered as the perfect confectionery for Indians.
Since, its launch in Indian confectionery market, Cadbury ha been always associated
with Happiness, Joy, Celebration, Temptation and Impulse buying.
Brand Resonance:
Brand Resonance refers to the Relationship any brand shares with its customers for
an extended period of time.
Cadbury has helped to maintain the customer relationship equation as:
Joy = Chocolate = ONLY Cadbury
From the sample of 50 college students, a whooping 98% voted as chocolate to be
synonymous with Cadbury.
Thus, As Photocopying = Xerox
So Chocolate = Cadbury
9. Brand Clarity and Consistency
Brand Clarity refers to communicating one’s brand in the best possible way and
positioning it in the minds of customers.
Maintaining Consistency and brand Clarity means ensuring Uniformity in the
message, spread through all the channels of communication.
Cadbury ensures consistency and clarity in branding by maintaining the uniform
message of “Kuch Meetha ho jaye” or “the Real Taste of Life”!
Ever since its launch in India, Cadbury has evolved a long way by promoting it self
firstly as a chocolate and now a alternative to sweets which can be consumed during
festvals.
Ensuring Clarity in communicating Different Offerings of Brand Cadbury:
• Cadbury Dairy Milk – “Expression of Feelings”
'something sweet' after meals
• Cadbury Perk/5-Star – enthusing the Youth
• Cadbury Temptations – ‘gift’ to a special someone
• Cadbury Celebrations – rejoicing moments of joy, success, occasion
• Cadbury Wowie/Gems – the favourite children confectionery
• Cadbury Bytes – a crispy chocolate ‘snack
Ensuring Consistency in communicating the Message of “sweetness”:
• “Kuch Meetha ho jaye”
• “Khanewalon Ko Khane ka Bahana chahiye”
• “Pappu Pass ho gaya”
• “Snacking ka meetha funda” - Cadbury Bytes
10. Cadbury India: Brand Architecture:
• Corporate Endorsements:
Cadbury's uses it name on all its confectionery products (Dairy Milk, Perk,
Fruit & Nut, et al). By doing so, it is using its stature in the form of corporate
endorsement. The consumers feel reassured because the endorsing company
already has an existing platform of visibility, image and equity. This way the
company can save on the investment required to build and promote multiple,
independent product brands.
• Brand Extensions:
In order to obtain cost economies, companies leverage the strength of the
existing brand to launch new variants and product lines. 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. Their flagship brand Cadbury
Dairy Milk is considered the "gold standard" for chocolates in India. The
pure taste of CDM defines the chocolate taste for the Indian consumer. In
the Milk Food drinks segment their main product is Bournvita - the leading
Malted Food Drink (MFD) in the country. Similarly in the medicated candy
category Halls is the undisputed leader. They recently entered the gums
category with the launch of our worldwide dominant bubble gum brand
Bubbaloo. Bubbaloo is sold in 25 countries worldwide.
Managing Brand Architecture:
After designing, it is important to manage the brands. Though it sometimes
becomes difficult to manage multiple brands, firms should identify their key
strategic international brands. For instance, Cadbury's has Cadbury's Dairy
Milk as its key brand. This will be the linchpin of the firm's global strategy
and also be a focus for building the firm's international position. These brands
will be critical for management to set up procedures to manage them ensuring
integrity, visibility, and value.
11. Appendix
Questionnaire
Q.1. Which brand do you recall when you think of “chocolate”?
a) Cadbury
b) Nestle
c) Amul
d) Other brands
84%
6%
4% 6%
a) Cadbury b) Nestle c) Amul d) other
Q.2. Relate the following brands to the various occasions.
a) Cadbury dairy milk 1) Festivals
b) Five star 2)Gifts
c) Celebrations 3)Joy
d) Temptations 4)Fun
Q.3. Which of the following words describes the brand Cadbury in the best way?
a) Real taste
b) Sweetness
c) Chocolate
d) Affection/Love for someone
12. 4%
43%
47%
6%
a) Real taste
b) Sweetness
c) Chocolate
d) Love
Q.4. To what extent do you relate Cadbury brand to your pleasant memory?
a) Low
b) Medium
c) High
24%
30%
46% a) Low
b) Medium
c) High
Q.5. Do you feel that you grew up with Cadbury brand?
a) Yes
b) No
Q.6. What perception do you have regarding the product quality of Cadbury?
a) Low quality
b) Moderate quality
c) High quality
13. 9%
13%
78%
a) Low quality
b) Moderate quality
c) High quality
Q.7. Do you think Cadbury is value for money?
a) Yes
b) No
c) Not sure
90%
4% 6%
a) Yes
b) No
c) Not sure
Q.8. Do you trust the makers of the Cadbury?
a) No
b) Sometimes
c) Yes
Q.9. What feeling do you get from Cadbury?
a) Excitement and fun
b) Emotional
c) Attachment
d) Confidence
14. 78%
7%
11%
4%
a) Excit ement and fun
b) Emot ional
c) At t achment
d) Conf idence
Q.10. Is Cadbury more than a product to you?
a) Yes
b) No
Q.11. What would you do if this brand is not available?
a) Switch to other brand
b) Go to other shop
c) Postpone the purchase
d) Won’t buy
a) Sw itch to other
brand
b) Go to other shop
c) Postponed the
purchase
Q.12. Which medium of communication helps brand recall the most?
a) T.V advertisement
b) Merchandising in shops
c) News paper
d) Radio
15. 82%
13%
5%
a) T.Vadvertisement
b) Merchandisinginshops
c) Newspaper
Bibliography:
BOOKS
Kevin Lane Keller, “Strategic Brand Management” Second edition, Pearson
Education (2003):104 – 140
Business 2000 Case Study,” Brand Development - Building the Dairy Milk Mega
brand: 2-4
Websites:
www.cadburyindia.com available online on 30th August, 2008
www.cadbury.com available online on 30th July, 2008
www.en.wikipedia.org available online on 2nd September, 2008
www.ibef.org available online on 2nd September, 2008
