Cadbury

Strategies for enhancement of CBBE

BRAND SALIENCE

BRAND SALIENCE
Brand Recognition- Which brand are you reminded of?

77% of the sample responded as Cadbury Diary Milk

Brand Recall
Only 56% of the sample recall Cadbury when they feel the urge to have a Chocolate Not a sweet supplement Cadbury couldnt reach higher levels in the product hierarchy

41% or less recall Cadbury in festive occasions, celebration of achievements, having fun with friends, romantic moments
Depth and Breadth of Brand Awareness are low

Improve Brand Salience

Brand Recall: Adding a caption Choco ecstasy indicating ultimate pleasure of having a chocolate A jingle on the similar lines A more catchy and visible shelf space at all stores Breadth of Brand Awareness: Depicting more usage situations through ads viz. overcoming sadness and creating a positive mood swing Depth of Brand Awareness: Place in sweet shops, bakeries, etc. to increase association with sweets Communication Strategies: TV, Magazines, Social Media, Youtube commercials, mobile ringtones for jingles

BRAND MEANING

Brand Performance
Taste - 87% of the sample feels Cadbury is superior to other brands in taste Packaging - 95% feel Cadbury has sufficient packaging to withstand any condition Variants 66% feel it has sufficient variants Price 71% feel Cadbury is priced on par with other brands

Brand Image

Brand Image

Weakest- Health

 Most appropriate place to buy Kiosks Suggests

Easy availability Not a very upscale brand Not a gifting brand

Brand Personality
Innovative vs. Cautious Only 36% feel brand is innovative Organized vs. Careless 92% feel it is organized Energetic vs. Reserved Only 36% feel it is energetic due to weaker associations with adventures etc Friendly vs. Unkind Majority feel friendly Confident vs. Nervous 75% feels brand is confident

Strategies for Brand Meaning

Brand Performance: Weakest Association with health Introduce sugar free/ low-calorie versions for health conscious segment

Brand Imagery: Principle of Differentiation Look and feel of each variant Different positioning statement for each variant

BRAND RESPONSE

Brand Judgement
Quality Smoothness Shiny Brown Hard enough and not greasy at room temperature Breaking cleanly Melts in mouth Quality ranging between average and high

Consideration: Though it is not THE first brand for purchase of a chocolate, it still is in the consideration set of the consumers

Brand Feelings
Warmth Weak Fun High Security (Health and Reliability) Weak

Brand Resonance
Behavioral Loyalty 75% are ready to switch to other brands if Cadbury isnt available Attachment 85% would miss Diary Milk if it left. Since loyalty is low, the feeling wouldnt last long Community 44% feel brand allows to connect with other Diary milk lovers Engagement - Majority of the sample not interested in sharing Diary Milk related experiences with others. Hence Engagement is low

Improve Brand Resonance

Dominating shelf space from smallest to biggest retail stores Since ease of availability is the strongest association Events in malls and public places involving Cadbury lovers