CADBURY CBBE MODEL AND COMPETITORS

1. Practical assignment work on CADBURY
Subject: Advertising & Brand Management
Batch: 2015-18
Class: Semester V Marketing
Submitted by:
RAVI SANGANI[201503100310106]
RAHUL MALANI [201503100310110]
AXAY KEVADIYA [201503100310114]
Practical assignment work on CADBURY
Subject: Advertising & Brand Management
Batch: 2015-18
Class: Semester V Marketing
Submitted by:
RAVI SANGANI[201503100310106]
RAHUL MALANI [201503100310110]
AXAY KEVADIYA [201503100310114]
Practical assignment work on CADBURY
Subject: Advertising & Brand Management
Batch: 2015-18
Class: Semester V Marketing
Submitted by:
RAVI SANGANI[201503100310106]
RAHUL MALANI [201503100310110]
AXAY KEVADIYA [201503100310114]

2.  ABOUT COMPANY
Brand Name: CADBURY
Category: Chocolate
Sector: Food Products
Brand Logo:
Brand Tagline: Khane walo ko Khane ka Bahana Chahiye
: Kuchh Meetha Ho Jaye
: Pappu Paas ho Gaya
: Aaj Pehli Tareekh Hai
: Shubh Aarambh
Cadbury Product: Dairy Milk
5 Star
Gems
Perk
Silk
Bournville
Celebrations
USP: Biggest global brand name in the world of Chocolates.
 ABOUT COMPANY
Brand Name: CADBURY
Category: Chocolate
Sector: Food Products
Brand Logo:
Brand Tagline: Khane walo ko Khane ka Bahana Chahiye
: Kuchh Meetha Ho Jaye
: Pappu Paas ho Gaya
: Aaj Pehli Tareekh Hai
: Shubh Aarambh
Cadbury Product: Dairy Milk
5 Star
Gems
Perk
Silk
Bournville
Celebrations
USP: Biggest global brand name in the world of Chocolates.
 ABOUT COMPANY
Brand Name: CADBURY
Category: Chocolate
Sector: Food Products
Brand Logo:
Brand Tagline: Khane walo ko Khane ka Bahana Chahiye
: Kuchh Meetha Ho Jaye
: Pappu Paas ho Gaya
: Aaj Pehli Tareekh Hai
: Shubh Aarambh
Cadbury Product: Dairy Milk
5 Star
Gems
Perk
Silk
Bournville
Celebrations
USP: Biggest global brand name in the world of Chocolates.

3. Segment: People looking to have a chocolate which is high in quality and
moderately priced.
Target Group: All age groups Lower, Middle and Upper class people.
Positioning: Something Sweet after meals.
Brand Ambassadors: Amitabh Bacchhan

5.  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. Thoughts, Feelings,
Images, Perception & Attitudes 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 marketing
activities.

6. 1. BRAND SALIENCE
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 suggest 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 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
impulsetake 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.

7. 2. BRAND PERFORMANCE
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.
Cadbury’s world famous packaging is comprised of four key elements:
1. Distinctive packaging design
2. The Cadbury corporate purple color
3. The glass and a half full of full cream milk logo
4. 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.
3. BRAND IMAGERY
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

8. 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
brand.
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 cream
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.
4. BRAND JUDGMENTS
These are customer’s personal opinions about and evaluations of the brand, which
consumers form by putting together all the different brand performance and imagery
associations.
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 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 punch line ‘Kuch Meetha Ho Jaye’
justifies this. The campaign has been highly successful with the brand endorsement of Amitabh
Bachchan and consumers buy it for occasions like“Diwali” and “Raksha Bandhan”
Brand Superiority: The unique taste of chocolate which comes in a pure form.

9. 5. BRAND FEELINGS
These are customer’sspecial responses and reactions to the brand. The feelings that are evoked
by the marketing program or by other means.
Warmth
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.
Passion
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 togetherness.
Enthusiasm
The cricket match commercial also reflects the fun & the excitement. The brand makes the
consumers feel excited.
6. BRAND RESONANCE
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).

10. Attitudinal attachment
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. The“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 generated.
Behavioral loyalty
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.
 CADBURY STILL HAS CHALLENGES TO ADDRESS
When Cadbury Schweppes last week said it was closing its Keynsham factory near Bristol and
cutting jobs at its historic Bournville site, investors took it as a sign that the maker of Flake
chocolate bars and Maynards Wine Pastilles was shutting the door on its past.
And when the company on Wednesday announced the pending retirement of Sir John
Sunderland, a former chief executive who has been with the company almost 40 years, it
appeared that Cadbury was also saying goodbye to its old guard.
During the past decade, the company established by the Quaker John Cadbury in 1824 has been
somewhat painfully adapting to the modern world, transforming itself from a British chocolate

11. manufacturer, famous throughout the Commonwealth for the “glass and a half” of milk that goes
into its purple-packaged chocolate blocks, into a genuinely global confectionery company.
Cadbury has lost share in the UK chocolate market since it undertook a massive recall due to
salmonella contamination last year and has not yet fully recovered.
In recent months, Cadbury has found new ways to save money, announcing plans to shut
factories globally and move out of its expensive Mayfair headquarters.
 WHO ARE CADBURY'S MAIN COMPETITORS?
Cadbury is one of the most iconic confectionery brands in the world. The company, known for
its Dairy Milk Bar, is now a part of Mondelez International. Kraft acquired Cadbury for $18.9
billion, combining two strong food companies before spinning off some of the international
brands as Mondelez. Together with other Mondelez brands, Cadbury is part of the company that
has the leading global market share for chocolates.
Mondelez International had strong market share positions in 2014. Its number one overall global
market position was supported by strong number one market share in the Asia-Pacific region,
Middle East/Africa region and European region. In Latin America, Mondelez ranked second for
2014. The company's lowest market share came in North America, coming in at number five.
The company faces strong competition from many companies in North America and around the
world.
1. Mars/Wrigley’s:
Mars is a recognizable name, but as a private company, it hasn't been one investors can get
behind. In 2014, Mars had a market share of 29.5% in the United States for the chocolate market.
Some of its best-known brands are M&M's, Snickers, Starburst, Twix and Skittles.

12. Mars was the seventh-largest private company in America in 2014, with sales of $33 billion. The
company competes in six segments: chocolate, pet care, food, Wrigley’s (gum), drinks and
symbioscience.
Along with competing against Mars for the chocolate market share, Cadbury now competes
against the giant for share in the global gum market thanks to Mars' acquisition of Wrigley's in
2008. Mars' $23 billion acquisition gave it control of brands such as Extra, Orbit and Eclipse,
which helped produce sales of $5.4 billion prior to the sale. Cadbury has gum brands that include
Dentyne, Stride and Trident. Both companies have strong market share in a gum market that has
seen sales decline.
2. Hershey's:
In 2014, Hershey's had a market share of 44% in the U.S. for the chocolate industry. The
company has many well-known brands in the U.S., including Hershey's, Reese's, Jolly Rancher
and Twizzlers. Hershey's still gets more than 80% of its annual revenue from the North America
market.
The case of Hershey's and Cadbury being rivals took a big turn due to a licensing agreement set
back in 1988. In 1988, Hershey’s paid $300 million for the rights to Cadbury’s U.S. operations.
Cadbury agreed; at the time, it saw no chance to compete against Hershey's and Mars, which
controlled a combined 70% of the market.
Hershey's caused an uproar when it sued several importers of Cadbury products from the U.S.
Hershey's uses a different recipe than the British chocolatier, and many former British residents
want the authentic version. Cadbury's chocolate in the United Kingdom lists milk as the number
one ingredient, while the American version made by Hershey’s has sugar as the number one
ingredient.
Hershey's is in a unique position, as it is both a competitor and a distributor of Cadbury products.
The long-time rights deal led many to believe that Cadbury and Hershey's would eventually

13. merge, but that has not been the case. Nestle and Cadbury did at one time attempt a joint bid for
Hershey's, but it ultimately fell through.
3. Nestle:
Nestle is the largest food company in the world, covering many different subsectors of the
market. The company's chocolate market is one of its smallest, but it was good enough for a
5.8% market share in the U.S. Nestle has grown through many acquisitions that have given it
control of brands that include Kit Kat, Smarties and Gerber baby food.
Nestle's confectionery segment was its sixth-largest in 2014. With sales of $9.7 billion globally,
Nestle held the number three market share position. Sales of the company's chocolate products
totaled $7 billion, including $4 billion from the Americas.
Similar to its deal with Cadbury, Hershey's also licenses several brands from Nestle for U.S.
distribution rights. This includes Kit Kat and Rolo, two Nestle brands.
 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 ora 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 remained
etched in everyone's memory, as the most spontaneous & uninhibited expression of happiness.

14. 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 moments.
More recently, the 'Kuchh 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
ProductsCategory at the EFFIES 2006 (global benchmark for effective advertising campaigns)
awards.
Components of positioning
POD:
 Goodwill/ emotional connect with Indian consumers
 Generic name in the Indian chocolate segment
 Campaigns are directed at kids as much as at adults
 Excellent distribution system, in India specifically
 3 layer packaging
POP:
 Good quality product
 Chocolate manufacturing legacy
 Variants such as dark chocolate, fruit and nut etc.
 Constant innovation in marketing campaigns.

15.  BRAND AMBASSADOR
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 Raksha Bandhan, Diwali, Wedding, Birthdays
etc… Now people give Dairy Milk as token of love, care and affection to their friends and
family.
 STRATEGIC APPROACHES
Distribution strategy:
Cadbury Dairy Milk’s journey with chocolate lovers in India began in 1948. Today, Cadbury
Dairy Milk alone holds 30% value share of chocolate market 50% of molded chocolate segment.
One of the largest chocolate brands in the country
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. Still, the supply chain of Cadbury Dairy Milk is very good. Also it is

16. quality conscious. So the two main types of benefits given by Cadbury Dairy Milk are supply
and quality.
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.
Targeting:
The prospective customers of Cadburys’ Dairy Milk have changed from Kids to Adults –
including every family member to celebrate any occasion with Dairy Milk.
 BRAND BUILDING AND POSITIONING
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.
In Ireland, Cadbury has identified three key consumer segments of 'impulse', 'take home'
and 'gift'. These segments reflect consumers' decision-making processes.
Since its inception, Cadbury in India has stayed ahead thanks to their constant marketing
initiatives, that have at all points in time understood the needs of and opportunities in a changing
nation but Nestle had stood firm in second position resulting from their responsibilities and
providing quality products. Amul an Indian company has been able to create brand quality and
thus selling their product through their name.