1. BRAND
• A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive offerings.
• Something used to show customers that one
product is different than the products of
another manufacturer.
2. BRAND NAME
Words, letters, or symbols that make up a name used
to identify and distinguish the firm’s offerings from
those of its competitors.
5. BRAND IMAGE
INITITAL IMAGE
• Foreign brand
• Dint know what to
except
• Discomforting
• expensive
CURRENT IMAGE
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Friendly atmosphere
Inexpensive
Quick service
Value for money
Familiarity with brand
6. BRAND IMAGE SPEECH
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At first people where rather sceptical about this
brand . It was A foreign brand and people dint
know what to except.
But clearly now this doesn‟t seem to be that
way. Now when we think about McDonalds, we
think about a place to go and „hang out‟ with
our friends because it has very comfortable
environment. At the same time it is not very
expensive and gives quick service and value
for money. And most of us have grown up
having a meal in McDonalds with a cardboard
crown on our head , a balloon in our hands ,
sitting in Ronald McDonalds lap and walking
out with a toy in the end and also a big smile.
And as we left the restaurant we could not wait
to go back and enjoy the whole experience all
over again
It is things like this that create a certain kind of
impression, a perception, an image in our head
that lingers on for most of our lives.
7. BRAND PERSONALITY
• Quick service
• Quality products
• Comfortable
Atmosphere
• Value for Money
• Innovative
• Good Hospitality
9. BRAND POSITION SPEECH
“One world, One Burger”- McDonald’s
• McDonalds wanted itself to
position itself as „Indian‟ and a
promoter of „family values and
culture‟ as well as being
„comfortable and easy‟ .
Simultaneously the brand
wanted to communicate that it
was committed to maintaining a
quality service, cleanliness and
offering value for money.
• But at the end of it McDonalds
means different things to
different people and doesn‟t
have one brand position.
10. BRAND STARTIGIES
• Aggressive advertising
• Various promotional
schemes
• Sponsorships
• Creating an overall
McDonalds experience
11. BRANDING STARTIGIES POINTS
• Collaboration with coke, Mtv , hungama.com
& Sony music
• Co sponsor of inter-school science quiz
competition
• Scratch card on large combo meals
• Prizes-caps, t-shirts , CDs, Internet cards, free
ticket to lucky contestant
12. BRAND FATIGUE
• Failure to introduce „Popular
Items‟ on menu
• Inappropriate pricing strategies
• Lack of understanding local
tastes
• Infrastructure Inadequacies
• Overestimation of demand
• Recorded losses of $343.8
million in 2002
• People opted for healthier options
13. BRAND FATIGUE SPEECH
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McDonalds faced many challenges while entering Indian market
Failure to introduce popular items – The brand McDonalds could not promote or even
introduce its two most popular items on the menu, “the big mac” and the “hamburger”
because they contained beef and pork respectively and as we all know beef comes from cow
which is sacred animal to the ‘Hindus’ and pork is from pig which has been prohibited to be
eaten by ‘Muslims’. The brand did not want to hurt the religious sentiments of the people
and so they removed this from menu
Inappropriate pricing strategies –Most people considered McDonalds to be very expensive
place to eat and they did not want to dispose off their income in a place that was new to the
country
Lack of understandings local tastes- The brand failed to understand the taste of the people in
India. Most of us Indian would consider American food to be rather bland but it is how the
Americans love it . Similarly Indians like their food to be spicy and this is what they failed to
introduce
Infrastructural inadequacies when McDonalds started off in India it has problem regarding
buying land to start its chain of restaurants as and when they built their name in the market
this problem was resolved
Overestimation of demand – McDonalds have overestimated its demand and assumed that
its demand would be in proportion of its demand in overseas and had not considered the
various limitation it would face in India
Recorded loss of $343.8 million in 2002 for the first time in 48 years of its business
14. BRAND RE-POSITION
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Introduction of „value meals‟
Introductions of healthier options
Analysis of Indian taste
Better planning strategies
Targeted younger as well as family crowds
Started home delivery service
Renovated its existing outlets and added more
Introduce the world with „I m lovin it‟ campaign
15. BRAND RE-POSITIONING SPEECH
• The brand re positioned itself by reducing its costs and introducing the
‘happy price menu’
• They introduced healthier options like salads into the menu
• They analysed what kind of tastes Indian prefer and added the chatpata
aloo tikki burger and the veg pizza McPuff
• McDonalds associated itself with the best supplier in India which adhered
to all the quality requirements
• McDonalds started the home delivery service which was very convenient
for many customer although the service was not free
• The brand opened many more outlets in in India and plans to reach a goal
of 200 this year
• A few month after they incurred losses McDonald responded with the new
global marketing strategy that claims to rejuvenate its image and maintain
its leadership in the fast food market
16. Some of the most famous marketing
campaigns of McDonalds are:McDonalds main hai kuch baat
Aaj McDonalds ho jaaye
What your bahaana is?
I‟ m‟lovin‟it
Aap ke Zamane mein, Baap ke Zamane ke
DAAM
• Food, Folks,& Fun
• You deserve a break today, so get up & get
away- to McDonalds
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17. PACKAGING
• The act, process, art or style of packing
• Material used for making packages
• The manner in which something such as a
proposal or product, or someone, such as a
candidate or author, is presented in Public
18. • McDonald's uses packaging to ensure that
food is fresh, hot, convenient and safe.
McDonald's know it is their most visible
means to demonstrate their commitment to
the environment which is why they are
working to identify ways to reduce the
impact of their packaging.
19. • Using less cardboard;- cardboard packaging is made of
72% recycled paper.
• Removing plastics;- Replacing plastic salad containers
with a paper card base has substantially reduced the
amount of plastic.
• 100% recycled;- Many of other non-food items such as
drink carriers, bags and napkins - contain 100% recycled
material.
• Going renewable;- In April 2008, the last polystyrene
packaging was removed from the restaurants by
replacing breakfast polystyrene clamshell with a paper
card alternative.
20. • McDonald‟s has come up with countless small ways to make a big
impact: Switching to unbleached paper napkins made from recycled
materials. Examining how our suppliers package raw materials and
cleaning supplies.
• Currently, 82% of McDonald‟s consumer packaging is made from
renewable materials, and they are aiming for higher percentages in
the future.
• In several countries, McDonalds are recycling their used cooking oil
for re-use in a variety of products, including the creation of
environmentally-friendly biodiesel. In some markets, McDonald‟s
delivery trucks use their own re-purposed cooking oil as fuel.
• McDonald‟s restaurants inside WalMart stores saved an estimated
170 million napkins (equivalent to 497 tons of wood) in just one year
through the “One Meal, One Napkin” campaign.
25. Not only are the packaging changes interesting
from a stylistic point of view, but, perhaps
more pertinent is the way in which they make
visual the changing debate around fast foods
and McDonald's attempts to address its many
critics.
First in terms of materials. From 1976 all the
way until 1991, the burgers still came in
brightly coloured foam boxes. As the
environmentalist debate begins to kick in,
McDonald's switches to paper and board, the
visual language becomes more restrained, less
overtly 'trashy'. Now, it says, all its bags, tray
liners and cup carriers are made from 100 per
cent recycled paper while packaging for hot
foods is made from 72 per cent recycled paper
28. BRAND HISTORY
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In 1824, John Cadbury opened a shop in Birmingham. This oneman 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. 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.
29. BRAND ELEMENTS
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Dairy Milk has been meticulously built around the world by Cadbury. It
has been able to sustain a strong position in the market. There are
many branding elements which have resulted into consistent result of
its success. Few core Branding Elements are as given below:
Color
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• In India and across the world, the only choclate wrapped in Purple with
the logo of Cadbury written on it.
• All other products of Cadbury like Gems which is so colorful.
• Packaging which introduces slight of milk splash shows the relation of
milk with Cadbury.
Insignia
Logo
• Logo which comes on the packaging in bold vintage Dairy font in white
which also shows the relatio of milk with the product.
30. BRAND POSITIONING
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The Brand Positioning of Cadbury Dairy Milk in mid 90’s was that
chocolate is not only for kids but also for adults. And to prove this
they immediately released the very popular” Real Taste of Life”
campaign , shifting the focus from “just for kids” to “ kid in all of us”.
Let us see the Brand Positioning of Dairy Milk on segmentation
bases on two main bases. And they are:
Demographic
Age and Life Cycle
Gender
Income
• Buyers
come
under the age
group of 4-50
years.
• Purchase
of
Dairy Milk is not
affected
by
generation
differences.
• Cadbury Dairy
Milk is for all:
Male as well as
female.
• Gender does not
affect
the
purchase
of
Dairy Milk.
• Price of Dairy
Milk
is
reasonable
&
affordable.
• Income does not
affect
the
purchase
of
Dairy Milk of
other than Silk.
31. Behavioural
User Status
• Dairy Milk has regular users. They do not have any particular
occasion. They just have it.
Decision Roles
• Children and youngsters play an important role in deciding
when to have dairy milk. And now old age people also are
slowly are in decision making.
Occasions
• Dairy Milk has changed the scenario of having sweet
sometimes. They say have it anytime including Diwali,
Rakshabandhan, Wedding's
• Dairy Milk have absolute loylaty status.
Loyalty Status
32. Brand Character
Cadbury Dairy Milk encapsulates an
enormous breath of emotions, from
shared values such as family
togetherness (fun, wholesome,
reliable), to the personal values of
individual enjoyment.
It stands for goodness.
33. Popular Brands in INDIA
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CANDy’s
34. BRAND PORTFOLIO
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Worldwide
In June 1905, Cadbury launched its first Dairy Milk bar, with a
higher proportion of milk and it became the best selling product of
the company by 1913. Fruit and Nut was introduced in 1928.
In 2003, Cadbury made Dairy Milk into a family brand by taking the
brands like Caramel, Whole Nut, and Wispa and marketed them as
the sub-brands of Dairy Milk. By 2006, there were 15 Dairy Milk
sub-brands produced in UK including Shortcake Biscuit, Wafer,
Orange Chips, Mint Chips, Crispies and Cream Egg. In following
two years these brands were discontinued as they were not
successful.
Indian Market
The Dairy Milk Brand alone accounts for approximately 33% of
total Cadbury’s sales. It has made Cadbury the number one
confectionery brand in the market.
35. BRAND ADVERTISMENTS
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Also the ad campaigns are also the important element of Dairy
Milk. It made chocolate an eating habit among the consumers,
especially the adults. It changed the trend of Sweets (Mithai) during
the occasions like Diwali, New Year etc… Dairy Milk brought a new
trend that whether any occasion, Dairy Milk is best for. They were
also the core brand elements of Dairy Milk. Let us see them below
Khanewalo ko Khane ka Bahana Chahiye
Kuch Meetha Ho Jaye
Pappu Paas ho Gaya
Aaj Pehli Tareekh Hai
Shubh Aarambh
36. BRAND AMBASSADORS
•
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 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
Rakshabandhan, Diwali, Wedding, Birthdays
etc… Now people give Dairy Milk as token of
love, care and affection to their friends and
family.
37. Cadbury believes that its business still has
significant untapped potential- interms of growth
as well as returns. Between 2008- 2012 cadbury
intends to –
*rope in new brand ambassador Deepika Padakone
during the festive season.
*introducing a new season of bournvita quiz
contest.
*introducing new seasonal flavours such as
hazelnut, fudge, butterscotch etc.
38. Packaging Strategy of Cadbury India
PACKAGING OF DIFFERENT BRANDS OF
Ltd:
CADBURY
Cadbury India Ltd. is the leading chocolate manufacturer of India. The company
maintains a large product range in the market. Major brands of the company are
as follows
Cadbury Dairy Milk
Dairy Milk is retailed in colourful primary packaging of HDPE over a thin
aluminium foil.
For different versions of Dairy Milk ‐ Fruit & Nut, Roast Almond, Crackle, and
Desserts, the company is using different colour combinations retaining the
brand name style common. The basic combination is blue and white with
variations of red, yellow and brown.
39. 5 STAR
CADBURY 5 STAR
5 Star was launched in India in the year
1969 and was distinct with its classic golden
colour. It comes in different versions of
Crunchy ,and Fruit Nut It is retailed primary
packaging in HDPE
40. CADBURY PERK
CADBURY PERK
It was launched in India in the year 1996. It
is retailed in primary packaging of HDPE. It
has a colour combination of blue, yellow, red
and brown
41. CADBURY CELEBRATIONS
CADBURY CELEBRATION
This brand was aimed at replacing traditional gifting options
like „Mithai‟ and dry‐ fruits during festive seasons. These
are marketed in different versions, each with beautiful
attractive packaging of festive colour combinations. The
retail package is of glazy light cardboard with a primary
packaging of HDPE inside
42. CADBURY TEMPTATION
CADBURY TEMPTATION
Cadbury Temptations The Cadbury Temptations range is
available in five delicious flavour variants ‐Roast almond
coffee, Honey Apricot, Mint Crunch, Black Forest and Old
Jamaica. Packaging of these versions is uniquely sombre
and impressive. The retail packaging is made up of glazy
paper with a primary packaging of thin aluminium foil inside
43. CADBURY ECLAIRS
CADBURY ECLAIRS
Cadbury Eclairs This is a toffee version of
chocolate packed in primary packaging of
HDPE with colour combination of blue and
yellow
44. CADBURY GEMS
CADBURY GEMS
Cadbury Gems This brand comes in brightly coloured packaging,
especially attractive for the children. This brand was launched in India
in the year 1968. It comes with a variation of Fruity Gems. There are
three package types of gems. The regular brand is retailed in thin paper
cardboard over a primary packaging of HDPE. The second type is
retailed n primary packaging of HDPE only. The third packaging is in a
cylindrical plastic container over a primary Packaging of HDPE
45. PACKAGING OF DAIRY MILK FROM
PACKAGING OF CADBURY FROM 1905-1999
1905-1999
