BRAND AUDIT OF CADBURY DAIRY MILK

Submitted To: Dr. Bhavesh Vanparia

Submitted By: Group 1: Sonia Dadlani (10022) Leena Chellani (11015) Pallavi Vats (10116) Chandan Pahelwani (11047) Nikunj Gajara (11046) Atirek Sharma (11074) Neeraj Parihar (11052) Yashwant Vaishnav (11093)

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TABLE OF CONTENTS

Chapter No. 1. 2. 3. 4. 5.

Title

Page No.

Objectives, Scope & Approach of Brand Audit Brand History of Cadbury Dairy Milk Introduction to Confectionary Industry Consumer Analysis Brand Inventory 5.1 Brand Elements, POP & POD, Marketing Programs 5.2 Branding Strategies 5.3 Brand Portfolio 5.4 Competitors brand inventory

4 6 8 9

11

16 18 19

6.

Brand Exploratory 6.1 Customer Knowledge, Sources of Brand Equity, Mental map 6.2 Brand Positioning 24 25 26 28 35 36 20

7. 8. 9. 10.

Summary of Competitor Analysis SWOT Analysis Brand Equity Evaluation Recommendations & Conclusion Appendix (Questionnaire)

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ABSTRACT 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.

We will study the evolution of Cadbury Dairy Milk by focusing on following Aspects:

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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CHAPTER 1 OBJECTIVES OF BRAND AUDIT

To analyze the strength of Cadbury in the chocolate segment.

To understand different branding and marketing aspects of Dairy Milk

To have an detail analyses of customers loyalty towards Dairy Milk

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SCOPE & APPROACH OF BRAND AUDIT

Scope & approach of Brand Audit of Cadbury Dairy Milk is to understand:

Communication Strategies Innovative Ad Campaigns

Emotional Connect with Customers

Brand Positioning

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CHAPTER 2 BRAND HISTORY

In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in Tea & Coffee was to be the foundation of Cadbury Limited. For over 100 years Cadbury was a family business. In 1943 non family directors were appointed. In 1847, the enterprise had prospered to a large factory in Bridge Street, Birmingham. John Cadbury took his brother Benjamin into partnership and the family business became Cadbury Brothers Birmingham.

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:

Analytical Laboratories

Advertisement & Cost Offices

Sales Department

Works Committee

Medical Department

Education & Training for employees

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On 2nd February, 2010 Kraft Foods took over 71% shares of Cadbury. They acquired it totally. But still Cadbury was on top in the market. This acquisition did not changed peoples mind and their craze for Cadbury Dairy Milk.

OPERATIONS

Cadburys operations are carried out in many countries. Few of them are:

United Kingdom Canada Ireland United States Australia New Zealand India

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CHAPTER 3 INTRODUCTION TO CONFECTIONARY 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. The confectionary industry contains the following products:

Chocolates

Lollipops

Hard Candies

Chewing Gums

Bubble Gums

Toffees

Mint Toffees
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CHAPTER 4 CONSUMER ANALYSIS

Market Segmentation: Demographic: Age and Life Cycle: Buyers who mostly prefer Cadburys 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 doesnt 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.

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Occasions: For purchasing the Cadbury Dairy Milk no special occasions are required. People can easily purchase it on regular basis also if they need it. Also occasions such as Diwali, Rakshabandhan has witnessed increase in sales of 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.

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CHAPTER 5 BRAND INVENTORY

BRAND ELEMENTS:

Brand Name

Cadbury

Brand Ambassador

Amitabh Bachchan

Jingle

Kuch Meetha Ho Jaye

Logo

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Dairy Milk has been meticulously built around the world by Cadbury. It has been able to sustain a strong position in the market. There are many branding elements which have resulted into consistent result of its success. Few more Branding Elements are as given below:
In India and across the world, the only choclate wrapped in Purple with the logo of Cadbury written on it. All other products of Cadbury like Gems which is also so colorful.

Color

Packaging which introduces slight of milk splash shows the relation of milk with Cadbury. Insignia

Logo

Logo which comes on the packaging in bold vintage Dairy font in white which also shows the relatio of milk with the product.

MARKETING PROGRAMS OVER THE YEARS 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 reinventing 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:

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Real Taste of Life Campaign 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.

Khanewalon Ko Khane Ka Bahana Chahiye Campaign In the late 90's, to further expand the category, the focus shifted towards widening chocolate consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign built social acceptance for chocolate consumption amongst adults, by showcasing collective and shared moments.

Pappu

Pass

Ho

Gaya

&

Miss

Palampur

Campaign:

Here, the campaign associated Cadbury Dairy Milk with celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language help to hold the market share by segmenting the kids as well as Younger people despite the bitter moments, hoping that the future will be much sweeter. Similar thoughts went into the Miss Palampur campaign aligned to Pappu wherein Dairy Milk becomes a part of the big celebrations in life even with strangers.
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Payday Campaign PayDay campaign was a rather narrow interpretation of the occasion based positioning; Cadbury India unveiled a new campaign that continued with the brand's 'Kucch Meetha Ho Jaye' positioning. The campaign revolved around the theme of 'Pay Day', which is associated with happiness by most people. This new campaign takes the concept of celebrations to yet another level. The commercial kept the core promise of happiness while introducing another 'moment of joy' in ones life. Cadbury highlights the celebratory occasion of pay day, which is an important event in the life of every middle class Indian.

Shubh Aarambh Campaign (meaning Auspicious Beginning) 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.
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POP AND POD:

POD: Goodwill/ emotional connect with Indian consumers Generic name in the Indian chocolate segment Campaigns are directed at kids as much as at adults Excellent distribution system, in India specifically 3 layer packaging

POP: Good quality product Chocolate manufacturing legacy Variants such as dark chocolate, fruit and nut etc. Constant innovation in marketing campaigns

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BRANDING STRATEGIES

Distribution strategy:

Cadbury Dairy Milks 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.

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Targeting: The prospective customers of Cadburys Dairy Milk have changed from Kids to Adults including every family member to celebrate any occasion with Dairy Milk.

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BRAND PORTFOLIO

The Dairy Milk Brand alone accounts for approximately 30% of total Cadburys 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;

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COMPETITORS BRAND INVENTORY

1) Perfetti Van Melle India

Brand

portfolio-

Mentos,

Fruitella,

Alpenliebe,

Chocoliebe,

Happydent, Big Babol, Chlormint, Center Fresh Notable marketing campaign- Happydent City lighting up campaign

2) ITC

Brand portfolio- Minto and Candyman Notable marketing campaign- www.mycandymanclub.com, a website with games, quizzes, downloads and other fun activities targeted at young children

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 Portfolio- Melody, mango bite, poppins, kismi toffee, mazelo, xhale, clair, golgappa, parle lites, orange candy Notable marketing campaign- Mango bite kache aam ka copy

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CHAPTER 6 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.

Sources of Brand Equity:

Brand
Image

Emotional Connect

Consumers Taste and Preference

Brand Awareness

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The main sources of Brand Equity are Brand Awareness and Brand Image. 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.

Other sources of Brand Equity for Dairy Milk are: 1. Emotional Connect 2. Consumers taste and preferences

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Brand Ambassadors 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.

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Mental Map

Image: Means of Celebration Performance: Tasty Consistent Quality Healthy

People: For all age groups

Cadbury Dairy Milk

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BRAND POSITIONING Cadbury Dairy Milk positioned nationwide as the perfect expression of love family, friends, etc. Across the various campaigns Cadbury Dairy Milk is positioned as a spontaneous brand that is carefree, for special as well as real moments in life. There is no over the top exaggeration but the positioning has always been to connect with consumer. In fact Cadbury is synonymous world over with chocolates and hence the marketing program always focuses on the positioning in order to be a part of the consumers regular consumption at any given point in time to include as many occasions as possible.

Cadbury Dairy Milk has smartly positioned itself keeping in mind all 4 Ps of marketing: Product Price Place Promotion

Constituents of Brand positioning of Cadbury Dairy Milk: Means of celebration Consistent taste Consistent quality Healthy Sharing happiness with the dear ones Occasional product

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CHAPTER 7 SUMMARY OF COMPETITOR ANALYSIS

COMPANY Nestle Ferrero Mars Amul Hersheys Perfetti Van Melle ITC Parle

FOUNDED IN 1860s 1940s 1911 1945 1894 2001, when Perfetti and Van melle merged 2002(confectionery segment) 1929

BRAND PORTFOLIO (confectionery products) Kit Kat, Smarties, Wonka Rocher, Raffaello, Kinder, Tic Tac, Mon Cheri, Nutella Bounty, Galaxy, Mars, Snickers, Milky Way, Wrigleys, M&Ms etc Milk chocolate, Fruit & Nut chocolate Hersheys milk chocolate, Kisses, Pot of gold, Milk duds, Reeses, Icebreakers etc Alpenliebe, Chlormint, Centerfresh, Happydent, Mentos Minto and Candyman Melody, mango bite, poppins, kismi toffee, mazelo, xhale, clair, golgappa, parle lites, orange candy

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Chapter 8 SWOT ANALYSIS Strength Dairy milk is owned by Weakness Certain segment feel that price of Dairy Milk is high and compared to that Amul Milk chocolate is preferred.

Cadbury which is a globally established brand name known for its manufacturing

competency and leadership in innovation. Dairy Milk has been able to establish a clear and consistent Brand Image over the years. Dairy Milk is somewhat

lacking in other emerging 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 comes Milk. Recall to value when with -

chocolates

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Threats Increasing international competition brands is from biggest

Opportunities To introduce sugar free category is biggest opportunity for Dairy Milk. Dairy Milk can innovate more by bringing international flavors so that is also gets an opportunity to compete with this threat as well.

threat to Dairy Milk Highly price sensitive nature of the industry.

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CHAPTER 9 BRAND EQUITY EVALUATION

CBBE pyramid:

High Brand Loyalty, high no. of repeat purchases

High quality packaging, reasonably priced

Well trusted brand, good gifting option

Supreme taste and quality

All age groups, celebrations, special occasions, history

Very High Awareness:

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BRAND MANTRA OF DAIRY MILK

Adding Sweetness to your life

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Data Analysis
1) Aware of Cadbury?

2) Source of awareness?

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3) Which Cadbury chocolate do you purchase the most?

Consumption
Dairy milk (56%) 5 Star (18%) Gems (8%)

Perk (6%)

4) Other than Cadbury?

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5) Which pack size?

6) How frequently do you purchase Cadbury chocolates?

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7) Availability?

8) Which of the factors affect your purchase?

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9) Impulse purchase?

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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CHAPTER 10

RECOMMENDATIONS Cadbury should seriously consider focussing on the energy/ health bar segment for the Indian market. It should also innovate to cater to the calorie conscious. Attractive displays at the payment counter will induce impulse buying. They can also consider coming up with their exclusive Chocolate Boutiques. For festivals like Christmas Dairy milk can introduce special chocolates like rum and champagne flavoured chocolates.

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

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Appendix Questionnaire 1) Are you aware of Cadbury? a. Yes b. No

2) What is the source of awareness? a. Ads b. Word of Mouth c. Saw in shops

3) Which Cadbury chocolate do you purchase the most? a. Dairy Milk b. 5-star c. Gems d. Perk e. Bournville f. Dairy milk Silk g. Temptations h. Celebrations

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4) Other than Cadbury which brands are you aware of? a. Nestle b. International Brands c. Home-Made d. AMUL

5) Which Pack Size do you purchase? a. Medium b. Small c. Family Pack

6) How frequently do you purchase Cadbury chocolates? a. Weekly b. Daily c. Monthly d. Once in a fortnight

7) Are Cadbury chocolates easily available? a. Very Much b. Quite c. Hardly

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8) Which of the factors affect your purchase? a. Ads b. Attractive Display c. Occasion d. Suggestion from friends e. Brand Ambassadors f. Ingredients

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. Cant say

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