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The journey of Cadbury started way back in the year 1905 from Bourneville, UK.
But it came to Indian market in 1948. From the time it was introduced in India,
Dairy Milk has been the market leader in the confectionery segment. It has
average daily sales of 1 Million bars.
The reason that our group chose Cadbury Dairy Milk for the Brand Audit is that it
provides us with ample scope to study the various aspects of Branding like
Communication Strategies, Innovative Ad Campaigns, and Emotional Connect
with Consumers, Brand Repositioning, and Rebranding etc.
Communication
Strategies
Innovative Ad
Campaigns
Brand Positioning
BRAND HISTORY
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. It entered the era of scientific
management; it introduced new ideas for their department like:
Education &
Medical
Works Committee Training for
Department
employees
OPERATIONS
Cadbury‟s operations are carried out in many countries. Few of them are:
United Kingdom
Canada
Ireland
United States
Australia
New Zealand
India
• 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.
Chocolates Lollipops
CONSUMER ANALYSIS
Market Segmentation:
Demographic:
Age and Life Cycle: Buyers who mostly prefer Cadbury‟s Dairy Milk come under
the age group of 4-50 years. Cadbury dairy milk is not affected by the generation
differences. All types of peoples like to purchase the Cadbury dairy milk when
they want to buy it.
Gender: Gender doesn‟t matter. Cadbury Dairy Milk is for all types of persons
whether male or female.
Income: The price of Cadbury dairy milk is reasonable and affordable. So a person
does not need to think much before purchasing it. They can easily buy it any time
when they want to buy. The income of a person does not play an important role in
it except for Silk.
Behavioral:
Decision Roles: The decision role is played by the children and youngsters. They
play an important role in taking the decision of when to buy the Cadbury Dairy
Milk.
User Status: There are mainly the regular users found in the user status of Cadbury
Dairy Milk.
Usage Rate: The user rate is heavy in the behavioral segmentation of Cadbury
Dairy Milk.
Attitude: There is an enthusiastic type of attitude of the buyers.
BRAND INVENTORY
BRAND ELEMENTS:
Amitabh
Brand Ambassador
Bachchan
Kuch Meetha
Jingle
Ho Jaye
Logo `
• In India and across the world, the only choclate wrapped in Purple with
the logo of Cadbury written on it.
Color • All other products of Cadbury like Gems which is also so colorful.
• Logo which comes on the packaging in bold vintage Dairy font in white
which also shows the relatio of milk with the product.
Logo
70% of market share is held by Cadbury alone in chocolate industry till 2002 (Out
of which 30% is held by Dairy milk alone). It has maintained this 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. Here are some of the Innovative
Ad campaigns of Cadbury Dairy Milk:
Promotion in the early 90's, chocolates were seen as 'meant for kids„. 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 which
people still fondly remember was that of a girl dancing on the cricket field which
remained etched in everyone's memory, as the most spontaneous & un-inhibited
expression of happiness. This campaign went on to be awarded 'The Campaign of
the Century', in India at the Abby (Ad Club, Mumbai) awards.
Cadbury's Dairy Milk has recently launched this campaign which is the refined
version of the earlier Payday campaign which evoked mixed response from the Ad
analysts and consumers.The Shubh Aarambh campaign reinforces the occasion
based positioning of Dairy Milk. The brand has been trying to position itself as a
symbol of enjoyment and celebrations.
Indians have the tradition of sharing sweets on auspicious occasions and also when
one initiates a venture/activity. Whether the activity is small like writing an exam
or huge like starting a company, sharing of sweets is an integral part of the event.
The belief is that good things happen when one starts a venture on a positive note
(like sharing sweets). Dairy Milk very cleverly captured this tradition and
incorporated into its brand story. The new campaign takes the brand to the center
of this tradition linking Dairy Milk to Sweet and Auspicious Beginnings. Shubh
Aarambh has given the brand a broad playing ground.
POD:
POP:
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 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.
The prospective customers of Cadburys‟ Dairy Milk have changed from Kids to
Adults – including every family member to celebrate any occasion with Dairy
Milk.
The Dairy Milk Brand alone accounts for approximately 30% of total Cadbury‟s
sales. It has made Cadbury the number one confectionery brand in the market.
Currently in India, Dairy Milk has many sub-brands under its name. They are;
2) ITC
3) Nestle India
Brand portfolio- Kit kat, Munch, Milky bar, Bar one, Polo, Eclairs
Notable marketing campaign – Rani mukherjee is the brand
ambassador for Munch.
4) Parle
BRAND EXPLORATORY
Customer Knowledge
Cadbury dairy Milk has been trying to get out of the image of” Just another
chocolate” and become something special in the minds of the people. They have
also been trying to position themselves as chocolates for all age groups and not just
kids. The campaign has successfully created a picture in the mind of the customers
that Cadbury is not just a chocolate but means of celebrations.
Brand
Image
Emotional Consumer’s
Taste and
Connect
Preference
Brand
Awareness
Cadburys‟ Dairy Milk not only enjoys high levels of Brand Awareness but
Unaided Brand Recall. This level of recall is generated when Dairy Milk enjoys
the Top of the Mind effect. The brand image of Cadburys‟ Dairy Milk plays an
important role in building the Brand Equity of Dairy Milk through the medium if
unique brand associations.
These associations based on the Brand Perception segment in the analysis, are
favourable as consumers relate to it as a chocolate for every occasion/ celebration.
Right from the Kuch Meetha Ho Jaaye campaign to the recent Shubh Aarambh,
Cadburys‟ Dairy Milk has managed to create strong, unique, favourable brand
associations in the minds of the consumers which is commendable.
To assist its brand recall and brand image are strong supports that Dairy Milk
receives from the robust distribution system (availability) and memorable
packaging which only adds to the brand associations for Dairy Milk and help build
its brand equity. This product has built such a brand image that it has attracted the
consumers so they will not like to switch over to other brands especially since they
are competitively priced which aids consumer preference even more.
1. Emotional Connect
2. Consumer‟s taste and preferences
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.
Image:
Means of
Celebration
Performance:
Tasty
People:
Consistent
For all age groups
Quality
Healthy
Cadbury Dairy
Milk
Cadbury Dairy Milk has smartly positioned itself keeping in mind all 4 P’s of
marketing:
• Product
• Price
• Place
• Promotion
Means of celebration
Consistent taste
Consistent quality
Healthy
Sharing happiness with the dear ones
Occasional product
SWOT ANALYSIS
Strength Weakness
Dairy milk is owned by Certain segment feel that price
Cadbury which is a globally of Dairy Milk is high and
established brand name known compared to that Amul Milk
for its manufacturing chocolate is preferred.
competency and leadership in
innovation.
Dairy Milk has been able to Dairy Milk is somewhat
establish a clear and consistent lacking in other emerging
Brand Image over the years. markets. It has strong
command over its brand image
in India and Europe But other
places it is lacking.
It offers quality product with
innovations with innovative
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.
CBBE pyramid:
High quality
Well trusted
packaging,
brand, good
reasonably
gifting option
priced
1) Aware of Cadbury?
2) Source of awareness?
Consumption
Dairy milk (56%)
5 Star (18%)
Gems (8%)
Perk (6%)
10) Will you stop buying Cadbury, if new brand appears in Market?
Response
RECOMMENDATIONS
CONCLUSION
Cadbury Dairy Milk even though a foreign brand, has wonderfully understood the
Indian Chocolate Industry as a unique mix with extreme consumption patterns,
attitudes, beliefs, income level and spending of the money. Understanding
consumer preferences and need is the key to growth in this industry. Economic
distribution using proper supply chain is necessary and so is maintaining a high
brand loyalty. Cadbury Dairy Milk has scored on all these parameters and therefore
has maintained its position on Global Market as No 1 Chocolate
Questionnaire
9) Impulse Purchase?
a. Yes
b. No
10) Will you stop buying Cadbury Dairy Milk, if similar brand appears in
the market?
a. No, not at all
b. I may consider
c. Can‟t say