1. STRATEGIC BRAND MANAGEMENT PRESENTATION
ON
Presented By:
Group 1
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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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21. Campaign: Miss Palanpur
Target: Focusing on rural people
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22. Campaign: Aaj Pehli Taarikh Hai
Target: To celebrate pay day/ salary day
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23. PRODUCT LIFE CYCLE
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24. MATURITY STAGE STRATEGY
• More emphasis on advertisement & promotion.
• Maximum innovation in their product
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25. BRAND PORTFOLIO
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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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43. 7) Availability?
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44. 8) Which of the factors affect your purchase?
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45. 9) Impulse purchase ?
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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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