Cadbury brand management case study analysis

1. Case Study Analysis
Brand Management
Presented By, Joyal George

2. Cadbury India Product Mix
Chocolate Bags
& Boxes
• Celebrations
• Gems
• Home Treats
• Chocolairs
• Dairy Milk Shots
Chocolate Bars &
Candies
• 5 Star
• Dairy Milk
• Bourneville
• Perk
• Temptations
• Eclairs
• Halls
Biscuits
• Oreo
Beverages
• Bournvita
• Tang

3. Case in Brief
• Cadbury India has operates in the categories of Chocolate,
Confectionery, Beverages, Biscuits and Candy
• In 2003, Cadbury came across a problem of worms
• Adversely affected the sales
• Customers started to ignore
• Cadbury took many crucial decisions for revamping its brand image

4. • Launched project 'Vishwas' - an education initiative
• Improved their packaging
• Roped in brand ambassador Amitabh Bachchan
• Got back their brand image
• Currently leading the market in the chocolates segment.
Case in Brief

5. Problems
• Decreased brand image and credibility of Dairy Milk
• Low quality of packaging
• Lack of confidence of the key stakeholders of Cadbury
• Decreased sales

6. Solutions
• Unique brand color
• Invested up to Rs 15 crore (Rs 150 million) on imported machinery
• Launched a new double packaging
• New packaging was launched in a media conference
• Comparison kits were distributed
Packaging

7. Solutions
• To restore the confidence of the consumers and stakeholders
• Assured about the safety and quality standards
Integrated Marketing Communication

8. Solutions
• To restore the confidence of the consumers and stakeholders
• Assured about the safety and quality standards
Integrated Marketing Communication
• Associated with Amitabh Bachchan as a brand ambassador
• Featured him in Ad campaigns
• Public Trust increased
Brand Ambassador

9. Solutions
• Cadbury focused in increasing brand awareness, educating potential
customers about a new product, increasing seasonal purchases
• Highlight the positive emotional value of the brand
• Expanded their focus from “ just for kids” to “the kid in all of us”
• Did differentiation by launching chocolates in gift packs
Brand Building and Positioning

10. Solutions
• Launched the Public Relations (PR) campaign ‘Vishwas’
• Posters and leaflets are also distributed to retailers
• Response cell through a toll-free number
Value Chain Support Programs

11. Conclusion
• Through effective revamping activities, they get back their brand image
and market share
⚬ Ad Campaigns
⚬ Improved Packaging
⚬ Brand Ambassador
• Currently leading the market in the chocolates segment.
• Cadbury Dairy Milk is regarded as the “gold standard” setting a
benchmark for other chocolates in India

12. Thank You