STRATEGIC BRAND MANAGEMENT PRESENTATION ON

Presented By: Group 1

Tolani Institute of Management Studies

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 customers loyalty towards Dairy Milk

Tolani Institute of Management Studies

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

Tolani Institute of Management Studies

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

Tolani Institute of Management Studies

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.
Tolani Institute of Management Studies

CONT
Its manufacturing in India is in: Thane Malanpur (Gwalior)

Baddi (Himanchal Pradesh)

Induri(Pune)

Bangalore

Tolani Institute of Management Studies

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.
Tolani Institute of Management Studies

Cont

Chocolates

Lollipops

Hard Candies

Chewing Gums

Bubble Gums

Toffees

Mint Toffees

Tolani Institute of Management Studies

RESEARCH SAYS

Total Confectionery Market holds share of Rs 41 Billion

Urban Consumption: 73%

Rural Consumption: 27%

Tolani Institute of Management Studies

MARKET SEGMENTATION
Demographic Bases
Age & Life Cycle Buyers come under the age group from 4 to 50 Gender ` Cadbury is meant for male as well as female Income It is very reasonable and affordable

Tolani Institute of Management Studies

Behavioral Bases
Dairy Milk has changed the scenario of having chocolates from having it casually to occasionally

Occasions

Gifts

People now give Dairy Milk as gifts on many occasions .

User Status

There are mainly the regular users found in the user status of Cadbury Dairy Milk.

Tolani Institute of Management Studies

BRAND INVENTORY
Brand Elements Brand Name
Cadbury

Brand Ambassador

Amitabh Bacchhan

Jingle

Kuch Meetha Ho Jaye

Logo
Tolani Institute of Management Studies

POPs & PODs

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

Tolani Institute of Management Studies

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.

Tolani Institute of Management Studies

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.

Tolani Institute of Management Studies

Communication Strategy
Cadbury has maintained the strong brand 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.

Tolani Institute of Management Studies

Ad Campaigns

Campaign: The real taste of life with girl dancing on cricket field. Message: Dairy Milk is for enjoyment anywhere & anytime.

Tolani Institute of Management Studies

Campaign: Khane walo ko khane ka bahana chahiye. Target: Widening chocolate consumption among the masses.

Tolani Institute of Management Studies

`
Campaign: Kuch Meetha Ho Jaye Message: Cadbury is not only a chocolate but also means for celebrations on occasions.

Tolani Institute of Management Studies

Campaign: Pappu Paas Ho Gaya Target: Encourage those who have passes exams and celebrate with Dairy Milk.

Tolani Institute of Management Studies

Campaign: Miss Palanpur Target: Focusing on rural people

Tolani Institute of Management Studies

Campaign: Aaj Pehli Taarikh Hai Target: To celebrate pay day/ salary day

Tolani Institute of Management Studies

PRODUCT LIFE CYCLE

Tolani Institute of Management Studies

MATURITY STAGE STRATEGY

More emphasis on advertisement & promotion. Maximum innovation in their product

Tolani Institute of Management Studies

BRAND PORTFOLIO

Tolani Institute of Management Studies

Competitors Analysis
Company Nestle Ferrero Amul Mars Founded in 1860 1940 1945 1911 Brand Portfolio Kitkat, Smarties Nutella, Rocher Amul Milk chocolate Snickers, Milky Way

Tolani Institute of Management Studies

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. Tolani Institute of Management Studies

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

Tolani Institute of Management Studies

PACKAGING

1905

1930s

1970s 1960s
Tolani Institute of Management Studies

AND NOW

o ALUMINIUM FOIL
o PAPER COVER o PLASTIC COVER

Tolani Institute of Management Studies

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

Tolani Institute of Management Studies

CADBURY DAIRY MILK MENTAL MAP

Performance

People

Image

Dairy Milk

Tolani Institute of Management Studies

CONT

People

Performance

Image

From age 4 to 50

Tasty Healthy Consistent Quality

Occasions Casually Success

Tolani Institute of Management Studies

SOURCES OF BRAND EQUITY OF CADBURY

Brand Image

Emotional Connect

Consumers Taste and Preference

Brand Awareness
Tolani Institute of Management Studies

CBBE MODEL OF CADBURY DAIRY MILK

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:

Tolani Institute of Management Studies

Research Methodology
Method of Sampling - Convenience sampling Sample size : 50 Data source : - Primary data : Questionnaire & Interview

Research instrument : Questionnaire

Data Interpretation & Analysis
Tolani Institute of Management Studies

DATA ANALYSIS
1) Aware of Cadbury?

Tolani Institute of Management Studies

2) Source of awareness?

Tolani Institute of Management Studies

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%)

Tolani Institute of Management Studies

4) Other than Cadbury?

Tolani Institute of Management Studies

5) Which pack size?

Tolani Institute of Management Studies

6) How frequently do you purchase Cadbury chocolates?

Tolani Institute of Management Studies

7) Availability?

Tolani Institute of Management Studies

8) Which of the factors affect your purchase?

Tolani Institute of Management Studies

9) Impulse purchase ?

Tolani Institute of Management Studies

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%)

Tolani Institute of Management Studies