Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cad...Hypup Media
A simple but comprehensive presentation from Hypup on Cadbury India.
The presentation will take you through the product mix of Cadbury India as well as how they are segmenting, targeting and positioning the company in the minds of target consumers.
The presentation will be helpful to business people, entrepreneurs and students since it explains the different elements of marketing strategy followed by world leader in confectionery market
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.
*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.
Marketing Report: Segmentation, Targeting, Positioning and Product Mix of Cad...Hypup Media
A simple but comprehensive presentation from Hypup on Cadbury India.
The presentation will take you through the product mix of Cadbury India as well as how they are segmenting, targeting and positioning the company in the minds of target consumers.
The presentation will be helpful to business people, entrepreneurs and students since it explains the different elements of marketing strategy followed by world leader in confectionery market
This Presentation gives the information about how cadbury use their distribution channel as well as about their sales strategy and salesforce structure, how they give training etc
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
This presentation is about Cadbury Dairy Milk.onecan get idea of the history of cadbury. It's present market share, future projection of consumption including future growth of chocolate industry. It also includes the consumer behavior and their decision making process and ad campaigns with STP, BCG matrix of Cadbury Dairy Milk and also its PLC.Here you can find the porter's 5 Forces model for the Cadbury Dairy Milk and Critical success factors of the chocolate and the competitors analysis and also major distribution channel. You can get all information regarding Cadbury Dairy Milk market situation. You can get entire knowledge of their market situation
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
The presentation tries to cover the repositioning strategies adopted by Cadbury Dairy Milk since the 1990s to keep reinventing their image in the minds of the customers.
Performed category analysis of Chocolate Confectionery in India
• Conducted a primary survey on chocolate customers to know their consumption behaviour and perception of Cadbury Dairy Milk
• Analysed Cadbury Dairy Milk and its extensions, brand positioning, brand elements, brand communication strategies, signature stories, packaging evolution over the years, its competition in the Indian Chocolate confectionery market
• Recommended brand extension strategies
This presentation is about Cadbury Dairy Milk.onecan get idea of the history of cadbury. It's present market share, future projection of consumption including future growth of chocolate industry. It also includes the consumer behavior and their decision making process and ad campaigns with STP, BCG matrix of Cadbury Dairy Milk and also its PLC.Here you can find the porter's 5 Forces model for the Cadbury Dairy Milk and Critical success factors of the chocolate and the competitors analysis and also major distribution channel. You can get all information regarding Cadbury Dairy Milk market situation. You can get entire knowledge of their market situation
Marketing : Repositioning Strategies of Cadbury Dairy MilkRohan Bharaj
The presentation tries to cover the repositioning strategies adopted by Cadbury Dairy Milk since the 1990s to keep reinventing their image in the minds of the customers.
Strategic analysis of choclate in confectionary industryNITK
strategic analysis of chocolate in confectionary industry - Comparing Vision,Mission,Values,Objectives,SWOT analysis,STP,USP,Tagline of four major companies
Aim of this presentation is to analyse challenges, orientation, concepts, SWOT and related issues in respect of Cadbury’s operations in India.
A ppt by students of PGDM 2012-14 of Era Business School, New Delhi
Operation “Blue Star” is the only event in the history of Independent India where the state went into war with its own people. Even after about 40 years it is not clear if it was culmination of states anger over people of the region, a political game of power or start of dictatorial chapter in the democratic setup.
The people of Punjab felt alienated from main stream due to denial of their just demands during a long democratic struggle since independence. As it happen all over the word, it led to militant struggle with great loss of lives of military, police and civilian personnel. Killing of Indira Gandhi and massacre of innocent Sikhs in Delhi and other India cities was also associated with this movement.
We all have good and bad thoughts from time to time and situation to situation. We are bombarded daily with spiraling thoughts(both negative and positive) creating all-consuming feel , making us difficult to manage with associated suffering. Good thoughts are like our Mob Signal (Positive thought) amidst noise(negative thought) in the atmosphere. Negative thoughts like noise outweigh positive thoughts. These thoughts often create unwanted confusion, trouble, stress and frustration in our mind as well as chaos in our physical world. Negative thoughts are also known as “distorted thinking”.
Instructions for Submissions thorugh G- Classroom.pptxJheel Barad
This presentation provides a briefing on how to upload submissions and documents in Google Classroom. It was prepared as part of an orientation for new Sainik School in-service teacher trainees. As a training officer, my goal is to ensure that you are comfortable and proficient with this essential tool for managing assignments and fostering student engagement.
Read| The latest issue of The Challenger is here! We are thrilled to announce that our school paper has qualified for the NATIONAL SCHOOLS PRESS CONFERENCE (NSPC) 2024. Thank you for your unwavering support and trust. Dive into the stories that made us stand out!
2024.06.01 Introducing a competency framework for languag learning materials ...Sandy Millin
http://sandymillin.wordpress.com/iateflwebinar2024
Published classroom materials form the basis of syllabuses, drive teacher professional development, and have a potentially huge influence on learners, teachers and education systems. All teachers also create their own materials, whether a few sentences on a blackboard, a highly-structured fully-realised online course, or anything in between. Despite this, the knowledge and skills needed to create effective language learning materials are rarely part of teacher training, and are mostly learnt by trial and error.
Knowledge and skills frameworks, generally called competency frameworks, for ELT teachers, trainers and managers have existed for a few years now. However, until I created one for my MA dissertation, there wasn’t one drawing together what we need to know and do to be able to effectively produce language learning materials.
This webinar will introduce you to my framework, highlighting the key competencies I identified from my research. It will also show how anybody involved in language teaching (any language, not just English!), teacher training, managing schools or developing language learning materials can benefit from using the framework.
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
Andreas Schleicher presents at the OECD webinar ‘Digital devices in schools: detrimental distraction or secret to success?’ on 27 May 2024. The presentation was based on findings from PISA 2022 results and the webinar helped launch the PISA in Focus ‘Managing screen time: How to protect and equip students against distraction’ https://www.oecd-ilibrary.org/education/managing-screen-time_7c225af4-en and the OECD Education Policy Perspective ‘Students, digital devices and success’ can be found here - https://oe.cd/il/5yV
The Indian economy is classified into different sectors to simplify the analysis and understanding of economic activities. For Class 10, it's essential to grasp the sectors of the Indian economy, understand their characteristics, and recognize their importance. This guide will provide detailed notes on the Sectors of the Indian Economy Class 10, using specific long-tail keywords to enhance comprehension.
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Unit 8 - Information and Communication Technology (Paper I).pdfThiyagu K
This slides describes the basic concepts of ICT, basics of Email, Emerging Technology and Digital Initiatives in Education. This presentations aligns with the UGC Paper I syllabus.
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What is the purpose of the Sabbath Law in the Torah. It is interesting to compare how the context of the law shifts from Exodus to Deuteronomy. Who gets to rest, and why?
2. OBJECTIVES OF BRAND AUDIT
To analyze the strength of Cadbury Dairy
Milk in the chocolate segment.
To understand different branding and
marketing aspects of Dairy Milk
To have an detail analyses of customer’s
loyalty towards Dairy Milk
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3. SCOPE & APPROACH OF BRAND AUDIT
• Our group approached Cadbury Dairy Milk for Brand Audit to
understand:
Communication
Strategies
Innovative Ad
Campaigns
Emotional Connect
with Customers
Brand Positioning
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4. DIFFERENT ASPECTS COVERED FROM
BRAND AUDIT
Redefining of chocolate segment
Its journey from "meant for kids” to “meant for
everyone”
Its all time association with Milk
Its innovative & interesting Ad campaigns
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5. BACKGROUND OF CADBURY
• Established in 1824 in Birmingham by John Cadbury.
• Firstly Cadbury was involved in trading of tea and coffee.
• It came to India in 1948.
• It has been more than a half century, and till today Cadbury is
the most lovable brand in India.
• Cadbury India is a significant player in the impulse market
enjoying 70% share in chocolates & a substantial share of
sugar confectionery market.
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6. CONT…
• Its manufacturing in India is in:
Malanpur
Thane (Gwalior) Baddi
(Himanchal
Pradesh)
Induri(Pune) Bangalore
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7. BACKGROUND OF CONFECTIONERY INDUSTRY
• Sugar confectionery (candies and toffees) has the
largest share (50%), followed by
chocolate, (16%), and bubble gum, (10%).
• The chocolate segment is the fastest growing in value
terms (9.8% average annual growth rate)
• Cadbury India, Ltd. is by far the market
leader, followed by Perfetti Van Melle India, Ltd. and
Nestle India, Ltd.
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8. Cont…
Chocolates Lollipops
Hard Candies Chewing
Bubble Gums
Gums
Toffees Mint Toffees
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9. RESEARCH SAYS…
Total Confectionery
Market holds share
of Rs 41 Billion
Urban Consumption:
73%
Rural Consumption:
27%
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10. MARKET SEGMENTATION
Demographic Bases
Age & Life Cycle `
Gender Income
• Buyers come • Cadbury is • It is very
under the age meant for reasonable
group from 4 male as well and
to 50 as female affordable
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11. Behavioral Bases
• Dairy Milk has changed the scenario of
Occasions having chocolates from having it
casually to occasionally
Gifts • People now give Dairy Milk as gifts on
many occasions .
• There are mainly the regular users
User Status found in the user status of Cadbury
Dairy Milk.
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12. BRAND INVENTORY
Brand Elements
Brand Name Cadbury
Amitabh
Brand Ambassador Bacchhan
Kuch Meetha
Jingle Ho Jaye
Logo
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13. POP’s & POD’s
POP’s POD’s
• Good quality product • Goodwill
• Chocolate manufacturing • Emotional connect with Indian
legacy consumers
• Variants such as dark • Generic name in the Indian
chocolate, fruit and nut etc. chocolate segment
• Constant innovation in • Campaigns are directed at kids
marketing campaigns as much as at adults
• Excellent distribution
system, in India specifically
• 3 layer packaging
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14. 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.
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15. Distribution Strategy
• 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.
• The supply chain of Cadbury Dairy Milk is very good.
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16. Communication Strategy
• Cadbury has maintained the strong brand by constantly re-
inventing the brand and bombarding communication towards
the consumer consistently to maintain top of mind recall in
the confectionery segment.
• Dairy Milk has emerged as the No.1 most trusted brand in
Mumbai for the 2005 edition of Brand Equity's Most Trusted
Brands survey.
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17. Ad Campaigns
Campaign: The real taste of life with girl dancing
on cricket field.
Message: Dairy Milk is for enjoyment anywhere
& anytime.
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18. Campaign: Khane walo ko khane ka bahana
chahiye.
Target: Widening chocolate consumption among
the masses.
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19. `
Campaign: Kuch Meetha Ho Jaye
Message: Cadbury is not only a chocolate but also
means for celebrations on occasions.
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20. Campaign: Pappu Paas Ho Gaya
Target: Encourage those who have passes exams and
celebrate with Dairy Milk.
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26. Competitor’s Analysis
Company Founded in Brand Portfolio
Nestle 1860 Kitkat, Smarties
Ferrero 1940 Nutella, Rocher
Amul 1945 Amul Milk chocolate
Mars 1911 Snickers, Milky Way
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27. SWOT ANALYSIS
Strength Weakness
Dairy milk is owned by Cadbury which is a It has strong command over its brand
Globally established brand name. image in India and Europe But other
emerging markets are still lacking.
Clear and consistent Brand Image over Certain segment feel that price of Dairy
the years. Milk is high and compared to that Amul
Milk chocolate is preferred.
It offers quality product with innovations
with crafted communication campaign.
Dairy Milk has huge command over its
distribution network spanning across
India.
Dairy Milk also enjoys a great Brand Recall
value when comes to chocolates with
Milk.
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28. CONT…
Threats Opportunities
Increasing competition from To introduce sugar free category is
international brands is biggest threat biggest opportunity for Dairy Milk.
to Dairy Milk.
Highly price sensitive nature of the Dairy Milk can innovate more by
industry. bringing international flavors so that
is also gets an opportunity to
compete with this threat as well
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29. PACKAGING
1905 1930s
1970s
1960s
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30. AND NOW…
o ALUMINIUM FOIL
o PAPER COVER
o PLASTIC COVER
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31. BRAND EXPLORATORY
Customer Knowledge
Cadbury has been trying to get out of image of "Just another
chocolate”. They also have tried to position themselves as for all
and not only for kids. They are successful in doing so and now
customers believe that Dairy Milk is not only a chocolate but
means of celebrations on all occasions
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32. CADBURY DAIRY MILK
MENTAL MAP
Performance
People Image
Dairy Milk
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33. CONT…
Performance Image
People
Tasty Occasions
From age 4 Healthy Casually
to 50 Consistent Success
Quality
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34. SOURCES OF BRAND EQUITY OF CADBURY
Brand
Image
Emotional Consumer’s
Taste and
Connect
Preference
Brand
Awareness
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35. CBBE MODEL
OF CADBURY DAIRY MILK
High Brand Loyalty,
high no. of repeat
purchases
High quality
Well trusted
packaging,
brand, good
reasonably
gifting option
priced
Supreme taste All age groups,
and quality celebrations,
special
occasions,
history
Very High Awareness:
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36. Research Methodology
Method of Sampling
- Convenience sampling
Sample size : 50
Data source :
- Primary data : Questionnaire & Interview
Research instrument : Questionnaire
Data Interpretation & Analysis
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37. DATA ANALYSIS
1) Aware of Cadbury?
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38. 2) Source of awareness?
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39. 3) Which Cadbury chocolate do you purchase the most?
Consumption
Dairy milk (56%)
5 Star (18%)
Gems (8%)
Perk (6%)
Bournville (4%)
Dairy milk silk (4%)
Temptations (2%)
Celebrations (2%)
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40. 4) Other than Cadbury?
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41. 5) Which pack size?
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42. 6) How frequently do you purchase Cadbury chocolates?
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46. 10) Will you stop buying Cadbury, if new brand appears in Market?
Response
No, not at all (60%)
I may consider (24%)
Cant's say (16%)
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