This document provides an analysis of Cadbury Dairy Milk (CDM) brand using two models: Young & Rubicam's Brand Asset Valuator® and the Zaltman Metaphor Elicitation Test. The Brand Asset Valuator® measures brand strength based on dimensions of Relevance, Differentiation, Knowledge, and Esteem. The Zaltman Metaphor Elicitation Test aims to understand consumers' unconscious perceptions of the brand. The analysis found that CDM has excellent brand positioning and marketing mix, which will allow it to remain the leader in the chocolate market.

1. PRAXIS BUSINESS SCHOOL
Brand Image Measurement -
‘Cadbury Dairy Milk’
Submitted To: Prof. Srinivas Govindrajan
Presented By:
Ankita Singh
Arunachalam Ramanathan
Gaurav Talwar
Zeeshan Mohammad

2. EXECUTIVE SUMMARY
Cadbury Dairy Milk is considered to be the „golden‟ brand under the corporate umbrella,
Cadbury (now acquired by Kraft), since its 107 years of existence. In its initial years in
India, this brand was a monopoly in the chocolate market due to less competition. This
gave the brand a big boost to be easily accepted by the consumers and thus, it was able to
charge a premium for its sheer quality and exceptional taste.
Cadbury Dairy Milk is a clear winner with respect to the market share in the chocolate
category in India. This gives us the past performance of the brand, but is uncertain about
the future growth. Thus, based on two models the brand audit was conducted:
Young & Rubicam’s Brand Asset Valuator®
This quantitative model gives the current strength and growth potential of the brand. It
also conveys whether the consumers‟ perception of the brand is same as the message
conveyed by the brand.
Zaltman Metaphor Elicitation Test
This qualitative model gives the consumers‟ inner values of the brand. It also conveys the
current perception of the brand.
Based on the analysis of both the models, Cadbury Dairy Milk will be the leader in the
chocolate market due to its excellent positioning and marketing mix.
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3. TABLE OF CONTENTS
S.NO TITLE PAGE NO
1 Timeline of Cadbury 4
2 Young & Rubicam‟s Brand 9
Asset Valuator®
3 Zaltman Metaphor 16
Elicitation Technique
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4. TIMELINE OF CADBURY
1824 - John Cadbury opened a shop in Birmingham in UK
1897 - The Cadbury Brothers first made milk chocolate
1900 - George Cadbury was determined to meet this challenge and,
together with the experts from the Bournville factory, started to
research new recipes and production methods
1904 - The recipe was perfected and a delicious new milk
chocolate was made with full cream milk
1905 - The chocolate was launched under the name
Cadbury Dairy Milk (CDM)
1948 - Cadbury India limited was set up as a wholly owned
subsidiary of the UK-based Cadbury Schweppes Overseas Limited
2010 – Kraft acquired Cadbury
Transformation of Cadbury Dairy Milk:
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5. Cadbury India Limited:
Cadbury has successfully differentiated CDM over the years by strategic brand building
in India. The company had realized that chocolates by itself do not satisfy any immediate
needs (soft drinks would satisfy thirst, ice cream would provide relief from heat), so they
would have to be associated with human feelings of romance, magic, love and affection.
So it had at one point of time employed emotional attachment as basis of differentiation.
Market Share of Chocolates in Market Share of Chocolates in
India (2011) India (2011)
(Rs.2500 crore) (Rs.2500 cr)
6% 30%
43% CDM
22% Cadbury 5 Star
Nestle 14% Munch
72% 5% 8%
Others Kit Kat
Others
On analyzing the market, the success of the company can be associated to:
The Pioneer Advantage (First Mover Advantage) – Cadbury was the first to enter the
Indian market in 1948. For a long time, it was practically the only dominant player in the
market. It, therefore, enjoyed a large share of both customer‟s heart and mind. So much
so that for an entire generation, chocolate was synonymous with Cadbury. It is only
recently that the company has started facing some threat from Nestle.
A Strong Endorser brand - Cadbury realized early that volumes would not be enough to
support all its brands with heavy advertisements. Hence they took CDM as the flagship
brand and advertised it heavily to popularize the brand name to help the flanker brands
around CDM.
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6. Right Product Formulation - The climatic conditions and the Indian taste were very
different from the western markets (where the company first started its operations).
Cadbury was able to successfully reformulate its product as per the Indian conditions,
while Nestle could not do so in its initial stage.
Presence in all segments – Cadbury has a presence in the entire range, starting from low
priced hard-boiled sweets and sugar confectionery to the premium range of chocolates.
The company also claims success in all these segments it has been entering recently.
BRAND POSITIONING:
Positioning is the space occupied by Cadbury Dairy Milk in the minds of the consumer.
For the chocolate market, Cadbury is pitted against competitors like Nestle, Amul and
substitutes like, chips, biscuits, mithai and other light snacks. Idea of positioning Cadbury
is to occupy a distinct space, which is differentiable, yet powerful.
Phase 1:
This ad firmly established awareness for CDM in the country. It brought
together cricket, youth and a simple catchy tune.
The most important aspect was that the Target Group (TG) was the
projected audience of the advertisement. The TG was No Longer limited
to kids. It was about every age group of life, from kids to adults. The
campaign positioned Cadbury to be associated with the „special quality‟
that all of us possess and are particularly proud of (kuch khaas hai ham
sabhi mein)
The efforts were focused on expanding the market pie
simultaneously with its share in it.
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7. Phase 2:
Cadbury wanted to increase the number of occasions for
chocolate consumption. They realized that CDM might be
an impulse buy, but it was not impulse consumption.
When the „impulse buy‟ to „impulse consumption‟ transition
takes place, the frequency as well as quantity of purchase goes
up. Hence, Cadbury gave the users more reasons to eat
chocolates through the following ad:
“Khane Waale Ko Khane ka Bahana Chahiye”
Phase 3:
Chocolate consumption is always seen as an act of indulgence and self-
pampering by the individual. This was followed up by positioning CDM as
the means to celebrate happiness in both small and big things in life. The
foundation was laid about CDM being the celebration mode, using the
famous „pappu paas ho gaya„ campaign with Amitabh Bacchan. This was
the first connect to CDM being usable as „sweets‟.
Phase 4:
They have now recently started positioning CDM as a sweet-
substitute. Bringing in occasions of sweet consumption, such as
beginning new endeavors (shubh aarambh), CDM has put itself as
a possible replacement for sweet. The campaign sticks to the
original backdrop of simple things in life that bring a smile to face.
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8. PROMOTION:
Cadbury’s Mishti Shera Shrishti- a creative Brand Campaign
A creative Brand campaign hit the streets of Kolkata on Monday, 9th January 2012.
Scenario: After Kuch Meetha Ho Jaye, (encouraging families to enjoy Cadbury‟s post
dinner) Cadbury moved one chain up. They conducted a competition amongst 9 Mishti
makers (such as KC Das) and the subject was to make sweets with CDM as an ingredient.
The best Mishti Maker Award was given based on the consumers‟ feedback.
Objective: To increase the consumption and to encourage the usage of CDM as an
integral part of sweets
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9. YOUNG & RUBICAM’S BRAND ASSET VALUATOR®
Young and Rubicam, a marketing communications agency, developed a quantitative tool
called Brand Asset Valuator® (BAV). It was developed to diagnose the power and value
of a brand. BAV uses two dimensions:
1. Brand Vitality (Strength): It is a combination of Differentiation (Distinction of
brand in the market) and Relevance (Brand‟s appropriateness to the customer)
2. Brand Stature: It is a combination of Esteem (Quality perception, Popularity and
regards for the brand in the mind of the consumers) and Knowledge (Recognition
and recall of the brand).
FOUR PILLARS OF BRAND ASSET VALUATOR®:
Relevance: It measures the personal appropriateness of a brand to a consumer and is
strongly tied to household penetration.
Differentiation: It is a technique that measures the strength of the brand‟s meaning and it
also helps the brand to stand apart from its competitors.
Knowledge: Brand knowledge is about the awareness and understanding of the brand‟s
characteristics. This gives the level of involvement shown by the consumer towards the
brand.
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10. Esteem: It is the extent to which consumers like a brand and hold it in his/her high
regards. It is driven by two factors: Perception of quality and popularity, which depends
upon the country and culture.
RESEARCH METHODOLOGY:
Sample Size: 40
Target Group: Consumers of Chocolate in the age group of 18-25
Sampling Technique: Simple Random Sampling
Data Collection: Computer Assisted Personal Interviewing
For this research, Cadbury 5 Star, Nestle Munch and Nestle Kit Kat were taken as
competitors of CDM.
The results of questions 1 – 6 gave the number of respondents who answered the
questions correctly. Each question was given a weightage (in their respective pillar i.e
Knowledge and Differentiation) and was multiplied with the number of correct answers.
The summation of the results (in each pillar) gave the brand‟s overall score, rank,
percentage.
The results of questions 7 - 8 gave the number of respondents who preferred a brand,
based on the personal characteristics and purchase parameters. Each question was given a
50% weightage and was multiplied with the number of responses for a particular brand.
The results of questions 9 - 10 gave the number of respondents who preferred a brand to
the others, based on their esteem factors. The respondents were told to rank the brands
from 1 to 4 and their weights were assigned from 4 to 1. The weights were multiplied
with their respective ranks. Each question was a given a 50% weightage.
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11. QUESTIONNAIRE DESIGN:
1. What are the visuals present on the package of the following chocolates (other
than package colour & name of chocolate)? [Brand Knowledge: 25%]
Correct Incorrect
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
2. Match the tagline with the respective brand [Brand Knowledge: 35%]
Dairy Milk 5 Star Munch Kit Kat
a) Jo Khaye, Kho Jaye
b) Have a Break, Have a ____
c) Big Bite, Light Inside
d) Kuch Meetha Ho Jaye
3. Identify the advertisement [Brand Knowledge: 45%]
Correct Incorrect
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
4. What is the colour of the package? [Brand Differentiation: 25%]
Blue Violet /Purple Gold Red
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
5. What is the design of the chocolate? [Brand Differentiation: 25%]
Correct Incorrect
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
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12. 6. Identify the chocolate after tasting it [Brand Differentiation: 50%]
Correct Incorrect
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
7. On what parameters, will you purchase the following chocolates?
[Brand Relevance: 50%]
Dairy Milk 5 Star Munch Kit Kat
a) Price
b) Chocolate taste
c) Variety
d) Grandness
e) Celebrations (Birthday, Achievements etc)
f) Emotional Connect (To say sorry, to convey
your love &care etc)
8. According to you, which characteristics represent the brand?
[Brand Relevance: 50%]
Dairy Milk 5 Star Munch Kit Kat
a) Enthusiastic
b) Affectionate
c) Friendly
d) Humble
e) Royal
9. When you gift the chocolate, which brand will you prefer? (Rank from 1 to 4)
[Brand Esteem: 50%]
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
10. Which brand do you associate yourself with? (Rank from 1 to 4)
[Brand Esteem: 50%]
a) Cadbury Dairy milk
b) Cadbury 5 Star
c) Nestle Munch
d) Nestle Kit Kat
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13. BAV ANALYSIS:
1) Cadbury Dairy Milk
Dairy Milk
100% 94% 94% 91%
80%
Percentage
58%
60%
40%
20%
0%
Brand Knowledge Brand Esteem Brand Relevance Brand Differentiation
Based on the percentages in all the four pillars, Cadbury Dairy Milk is a strong brand and
the leader in the chocolate market as it has high brand stature and brand vitality.
2) Cadbury 5 Star
5 Star
95%
100%
80% 74%
64%
Percentage
60%
40%
20%
20%
0%
Brand Knowledge Brand Esteem Brand Relevance Brand Differentiation
Cadbury 5 Star is a strong brand but has to be repositioned due to its low relevance and
high differentiation.
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14. 3) Nestle Munch
Munch
80% 74%
67%
60%
Percentage
39%
40%
20% 11%
0%
Brand Knowledge Brand Esteem Brand Relevance Brand Differentiation
Nestle Munch is on the verge of a declining brand. It is highly differentiated based on
taste. Due to its low relevance and high differentiation, it has to be repositioned. Due to
its high knowledge and low esteem, its brand personality has to be rectified.
4) Nestle Kit Kat
Kit Kat
100%
78% 74%
80%
Percentage
54%
60%
40%
20% 12%
0%
Brand Knowledge Brand Esteem Brand Relevance Brand Differentiation
Nestle Kit Kat is on the verge of a declining brand. This brand is highly differentiated
based on colour of the package and design of the chocolate, but not by taste. Since it has
very low relevance and high differentiation, the brand has to be repositioned.
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15. BAV Power Grid:
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16. ZALTMAN METAPHOR ELICITATION TECHNIQUE (ZMET)
ZMET is a qualitative research technique used to discover a person‟s
conscious and unconscious thoughts about a brand. It is conducted by
asking him/her to collect pictures of his/her mental representation of
the brand. These pictures act as metaphors that serve an entry point
into his/her feelings. Pictures are very important in a research
because some feelings can be missed out in the absence of it.
‘A picture is worth a thousand words’
ORIGIN OF ZMET
In 1990, Dr. Olson Zaltman (founder of ZMET) thought about the power of using
imagery in research while on a vacation in Nepal. Zaltman gave the local residents some
disposable cameras and asked them to take pictures that would explain „What life was
like in their villages‟.
After developing the pictures, Zaltman returned to the village to ask the residents
about what they meant in the photograph. For example, the photographers often cut off
people‟s feet in the photographs and this was intentional. In Nepal, bare foot is a sign of
poverty. Zaltman believed that the imagery tended to reveal ideas that would have been
difficult or unacceptable to put into words.
BRANDS THAT USE ZMET
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17. RESEARCH METHODOLOGY:
Sample Size: 8
Target Group: Consumers of chocolate in the age group of 18-25
Steps followed in ZMET:
1. Narrate an incident– The respondent was asked to narrate an incident where CDM
played a vital role
2. Images that were missed – The respondent was asked whether he missed a picture
that could have represented his/her feelings about CDM.
3. Sort pictures– The respondent was requested to collate the pictures (collected by
him/her) into groups
4. Construct Elicitation (Kelly Grid) - The interviewer randomly selected three pictures
and asked the respondent, „How were the two pictures similar and different from the third
one?‟. This gave an insight about their different perceptions about CDM.
5. Most Representative Image: The respondent was asked to select a picture from
his/her collage as the most representative image of CDM.
6. Opposite Image: The respondent was asked to describe the opposite feeling of CDM,
in order to understand his/her negative perception of the brand
7. Sensory Images: The respondent was asked to indicate the most important attribute in
a chocolate (i.e taste, colour etc)
8. Mental Map: The respondent was requested to collate all the pictures in one slide
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18. PICTORIAL ANALYSIS:
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19. The common perceptions of Cadbury Dairy Milk by 8 respondents:
Thus, from the above description, the common perception of the brand is
„Cadbury Dairy Milk is an universally accepted brand that instigates a child like
behavior and happiness amongst all the age groups due to its exceptional taste. It is
considered to be one of the best gifts in order to show your love and care for someone as
it looks royal, affordable and convenient to purchase.‟
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20. REFERENCES:
http://businesstoday.intoday.in/story/kraft-takes-over-cadbury-india-
changes/1/21920.html
http://www.cadburyindia.com/in/en/about/pages/ourbusinessinindia.aspx
http://www.4psbusinessandmarketing.com/05052011/storyd.asp?sid=4544&pagen
o=1
http://mediapanther.co.in/marketing/cadbury-expanding-the-market/
http://www.afaqs.com/news/story/26203_Cadbury-Dairy-Milk-Silk:-Coz-a-
chocolate-needs-to-be-savoured
http://market-simplified.blogspot.in/2010/09/cadbury-dairymilk-real-taste-of-
life.html
http://brandeed.blogspot.in/2010/08/cadbury-dairy-milks-shubh-aarambh-
happy.html
http://fnbnews.com/article/detnews.asp?articleid=30106&sectionid=4
http://www.acrwebsite.org/volumes/display.asp?id=7644
http://www.freepatentsonline.com/article/European-Journal-
Management/260874449.html
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