CADBURY

MARKETING ASSIGNMENT -II

BY ALISHA ASHISH
09PG244





INTRODUCTION
The Cadburys Inc has taken the opportunity to offer us a broader
view of chocolatecategory. The Cadburys Indias no.1 Chocolate is
able to share with their marketinsights based upon unparalleled breath
of chocolate experience.Cadbury has grown from strength to strength
with new technologies beingintroduced to make the Cadbury
confectionary business, one of the most efficient inthe world. The
merge in 1969 with Schweppes and the subsequent development ofthe
business have led to Cadbury Schweppes taking the led in both,
theconfectionary and soft drink market intech UK and becoming a
major force in theinternational market. Cadbury Schweppes today
manufactures product in 60countries and a trade in staggering 120.
The Cadbury story is a fascinating story of afamily business that grew
in one of the biggest, most loved chocolate brand in theworld. A story
that you will remember as the story of The taste of life.



OBJECTIVE OF THE PROJECT
My main objective of the study on this project is to demonstratethe
marketing strategies of Cadbury India Ltd.And to arrive at my
findings, I have done few analysis:-
(a) SWOT Analysis
(b) PEST Analysis And also 5 Ps of Marketing:-
Product Price Physical Distribution Promotion
RESEARCH METHODOLOGY
Achieving accuracy in any research requires in depth study regarding
the subject. As the prime objective of the project is to compare
Cadbury with the existing competitors in the market and the impact of
Nestle on Cadbury, the research methodology adopted is basically
based on primary data via which the most recent and accurate piece of
first hand information could be collected. Secondary data has been
used to support primary data wherever needed. Primary data was
collected using the following techniques

Questionnaire Method
Direct Interview Method and
Observation Method
The main tool used was, the questionnaire method. Further direct
interview method, where a face to face formal interview was taken.
Lastly observation method has been continuous with the questionnaire
method, as one continuously observes the surrounding environment
he works in Procedure of research methodology# Target geographic
area was Delhi. NCR.# To these geographical area questionnaire was
given, the questionnaire was a combination of both open ended and
closed ended questions.






Overview of the Company

Cadbury India is a food product company with interests in Chocolate
Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the
market leader in Chocolate Confectionery business with a market
share of over 70%. Some of the key brands of Cadbury are Cadbury
Dairy Milk, 5 Star, Perk, Eclairs, Celebrations, Temptations, and
Gems. In Milk Food drinks segment, Cadbury's main product -
Bournvita is the leading Malted Food Drink in the country.
Its heritage can be traced back in 1824 when John Cadbury opened a
shop in Birmingham selling cocoa and chocolate. Since then we have
expanded our business throughout the world by a program me of
organic and acquisition led growth. On 7 May 2008, the separation of
our confectionery and Americas Beverages businesses was completed
creating Cadbury plc with a vision to be the world's BIGGEST and
BEST confectionery company.
We make and sell three kinds of confectionery: chocolate, gum and
candy
We operate in over 60 countries
John Cadbury opened for business in 1824 - making us nearly 200
years young
We work with around 35,000 direct and indirect suppliers
We employ around 45,000 people
Every day millions of people around the world enjoy our brand
Cadbury is the world's largest confectionery company and its origins
can be traced back to 1783 when Jacob Schweppe perfected his
process for manufacturing carbonated mineral water in Geneva,
Switzerland. In 1824, John Cadbury opened in Birmingham selling
cocoa and chocolate. Cadbury and Schweppe merged in 1969 to form
Cadbury Schweppes plc. Milk chocolate for eating was first made by
Cadbury in 1897 by adding milk powder paste to the dark chocolate
recipe of cocoa mass, cocoa butter and sugar. In 1905, Cadbury's top
selling brand, Cadbury Dairy Milk, was launched. By 1913 Dairy
Milk had become Cadbury's best selling line and in the mid twenties
Cadbury's Dairy Milk gained its status as the brand leader. Cadbury
India began its operations in 1948 by importing chocolates and then
re-packing them before distribution in the Indian market. Today,
Cadbury has five company-owned manufacturing facilities at Thane,
Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi
(Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota
and Chennai). Its corporate office is in Mumbai. Worldwide, Cadbury
employs 60,000 people in over 200 countries.
WHAT IS BRAND?




A brand is a name sign symbol slogan or design or a combination of
these, intended to identify the goods and services of one seller and to
distinguish them from those of competitors". Branding helps
differentiate products and can be a powerful tool of competitive
strategy. While products can come and go over time, brands (if
properly managed) can live indefinitely. Brands have many benefits
for companies and consumers. For companies; strong brands add
value, and consumers develop positive associations with the brand and
are less likely to purchase competitors products. This means the brand
can act as a barrier to competition. For consumers, brands help them to
quickly identify products and make shopping easier. Strong brands
carry a guarantee of quality which consumers trust and are often
willing to pay more for. Consumers will pay a premium price for a
branded product if they believe they it provides a higher value.

Building strong brand is an important marketing strategy for
companies, enabling premium pricing and making widespread
distribution easier to achieve. Brand loyalty helps create and sustain
high sales and profit. Brand equity is the value of a brand based on the
extent to which its has brand loyalty, brand name awareness,
perceived quality and strong brand association.


DEVELOPING A BRAND

A brand identity is the message sent out by the brand through its
name, product shape and design, visual symbols (such as logos),
advertising etc. This identity needs to be planned by brand
management, as this is key to gaining market acceptance and
leadership.

The Brand Pyramid - Brand Meaning

Brand core

Brand proposition

Brand style

Brand themes

A brand pyramid can help managers plan and analyze a brands
The top tier of the pyramid consists of the br and core. Brand core
physical appear ance etc. Brand themes are flexible and change with
physical appear ance etc. Brand themes are flexible and change with
identity. The top tier of the pyramid consists of brand core. Brand
core values are the genetic code of the brand and remain the same
overtime. Closely related to these values is the brand proposition : the
promise the brand makes to the consumer. This proposition should be
easy to understand and appeal to the target market. The middle tier
represents the brands style or elements of the brands identity that
represents the self image of the brand of the brand and need to be
relatively stable over time. The base of the pyramid is formed by the
brand themes which are concerned with the brand currently
communicate through its advertising, packaging, fashion,
technological developments and changing consumer tastes.
.
The brand pyramid helps managers understand the strengths of the
brand and ensure consistency of its message. This also helps to
identify the opportunities for brand stretching and brand extensions. A
brand extension is the use of a well known brand name on a new
product category. We will discuss this in relation to the DAIRY MILK
brand. Brand starching is the use of an established brand name in
unrelated markets or product categories , e.g. using a well known
physical appear ance etc. Brand themes are flexible and change with
designer name on cosmetics, clothes, sunglasses etc, such as John
Rocha Waterford Crystal

CADBURY: THE BRAND


The brand CADBURY enjoys a high level of brand equity.
Researches show 90% of the people recognizes the brand while 74%
state that when it comes to chocolate only CADBURY will do.
There are three main brand name strategies:

Family brand names: The parent brand is also known as an
umbrella brand. This term is given to product ranges where the
family brand name is used for all products. The advantage of this
approach is the positive associations with the parent brand will transfer
to all sub brands. The risk however is that that if one brand is
unsuccessful or falls into disrepute, the reputation of the complete
family of brands can be tarnished. Cadbury is a family brand .\

Individual brand names (or multibrands): In this case each Individual brand names (or multibrands): In this case each
Individual brand names (multi brands): in this case each brand is
created and named separately and has separate identity. Using a family
brand may not be that suitable as brand values may be far apart.

Combination brand names: This approach allows for the optional
use of the corporate brand name, while allowing an individual brand to
be identified, e.g. Cadbury Dairy Milk.





Cadbury uses a combination of brand strategies. The family brand
,Cadbury is linked with its famous sub brands , i.e. Cadbury Crme
Egg, Cadbury Roses and Cadbury Flake to name a few. The family
brand identity is style communicated by packaging with the Cadbury
corporate purple color and the distinctive Cadbury script logo. The sub
brand is then distinguished by its own individual livery.





Recently marketers have identified particularly strong family or
corporate brands as MASTERBRANDS. Cadbury is such a brand.
However, a true Masterbrand is more than name of the company it
incorporates the companys mission, vision and values, representing
them in a way that is easily understood by consumers. IBM is another
example of MASTERBRAND.

Cadburys core brand values include "lifes everyday pleasures that
make us feel good and never let us down. As a reward or a pick me up,
we consumer s trust Cadbury chocolate to make us feel better

BUILDING A MEGABRAND: CADBURY DAIRY MILK












In the last year there has been a major development in brand strategy
at Cadbury y Ireland. The Cadbury Dairy y Milk brand has been
stretched to become a family brand in its own right. Of all the
successful Cadbury brands, the one with the greatest loyalty is
Cadbury Dairy y Milk. In 2002 more than 19 million Dairy y Milk
products were sold. Cadbury y made a strategic marketing decision to
leverage the value of the Dairy Milk brand (i.e. optimize the market
potential of the brand ) by elevating it to a Megabrand or range brand.

A Megabrand or range brand spans an entire range of products,
creating, relationships with products which may have been previously
unseen by customers.


Family brand names : The parent brand is also known as an

The rationale for a mega brand:
1. The Megabrand concept can help provide structure and unity to a
strategy.
2. A Megabrand strategy can add visibility to products and provide
greater credibility to consumer s for a variety of offers under the
brand. In addition, it is easier for consumer to try new offers from their
trusted brand.

Megabrands provide economies of scale as the fixed costs of
maintaining a brand name can be spread across the sales of numerous
product lines. Creating and maintaining brands has become very
expensive. Stand alone it increasingly difficult to compete with
Megabrands.
Other factor s leading to the emergence of the Megabrand include
growing
Pressures and greater global competition. Megabrands are better
resourced and have a greater chance of success than standalone
brands.

SCOPE OF THE MEGABRAND


When developing a Megabrand, products are chosen for inclusion on
the basis of their compatibility with the brands identity. For Cadbury,
the (blocks) chocolate brands were included as they were perceived as
variants of Dairy Milk. The core proposition of the new Dairy Milk
Megabrand could be described as delivering recipes for lives upbeat
occasions - i.e. no matter what your humor or the occasion, Cadbury
Dairy Milk will provide the perfect accompaniment
Two products in the Cadbury range created a dilemma: Wispa and
Caramel. Both were standalone products with distinctive identities.
Both had a loyal consumer base high should not be abandoned. To
incorporate these products into the Dairy Milk range called for a fresh
strategy.
Both were blocking chocolate and provided a fit with the Dairy Milk
Megabrand. Their inclusion provided the opportunity to further
leverage.
The Dairy Milk Megabrand without alienating loyal consumer s. The
new Dairy Milk Bubbly brand benefited from a new name which
better conveys the distinctive "mouth feel" of Wispa. The new aerated
chocolate product now in square form, which is also easier to break,
proved popular. Test showed that 85% of Wispa consumers were
likely to buy Dairy Milk showed that 85% of Wispa consumers were
likely to buy Dairy Milk, while 89% of Caramel customers indicated
their likelihood to buy the new Dairy Milk Caramel.

Other range refreshment initiatives involved deleting some products
such as Banoffi while incorporating new variants like Cadbury Dairy
Milk Orange Shots. This approach will keep the range fresh!!!!!!!

CADBURY AND ITS PRODUCTS

Cadbury Boost is a chocolate bar made by Cadbury Ireland in
the Republic of Ireland, and sold in the UK by Cadbury UK and also
sold in Australia and South Africa. Its wrapper says that it consists
of milk chocolate with caramel and biscuit filling. The wrapper also
states that Boost is "Charged with glucose."



Cadbury Brunch Bar is a bar of cereals (oats, bran flakes and
crispies) bound with honey and half covered in milk chocolate. They
come in a variety of flavours: Raisin, Hazelnut, Apricot & Almond,
Cranberry & Orange, Fruit & Nut, Mixed Berry, Chocolate Chip and
Toasted Coconut and is made by Cadbury UK.
They are breakfast type bars that are quick to eat in, and ideally as a
slightly healthier and more wholesome snack option to chocolate bars.
Cadbury Caramilk is a caramel-filled chocolate bar made
by Cadbury Adams in Canada. It was first sold in 1968.
[1]

Variations available, some of them limited editions, include Caramilk
made with dark chocolate maple, chocolate, or cappuccino. "Chunky"
(thicker) versions called Caramilk "Thick" and cylindrical versions
called "Caramilk Rolls" (similar to Rolo) have also been introduced.

Crispy Crunch is a hard chocolate bar with a crispy peanut flake
inside that is made by Cadbury. Crispy Crunch is sold in Canada.
Crispy Crunches were sold in the United States for a brief time in the
1990s by the food distribution arm of Pro Set, the collectible
card company. Pro Set went bankrupt, resulting in Crispy Crunch no
longer being available in the United States. A lower-calorie version of
Crispy Crunch was available for a limited time in the mid-1990s. The
original manufacturers, Neilson, sold all their chocolate brands to
Cadbury in 1996, though packaging continued to feature the Neilson
logo for a few years. Since Cadbury began manufacturing of the
chocolate bar, the recipe has changed in that it is less salty and more
sweet as it has a more of the crunchytopaz coloured candy coating
around the centre.


Bar and a Half
In June 2009 Cadbury launched the "Cadbury Dairy Milk Bar and a
Half" range as a replacement to the Cadbury Dairy Milk "8 chunk"
across several Dairy Milk variants. The concept is that the bar is to be
more "portionable", so parts of the bar can be "saved for later"
although the bar is the same as the old 8 chunk but in Fruit and Nut,
Whole Nut and Standard. This bar has the new logo and packaging.
A similar technique has been introduced with Cadbury Double Decker
and Cadbury Boost bars. However instead of larger bars, two separate
bars are packaged together and are called "Duo". Both brands
received a packaging refresh at the same time.


Cadbury Dairy Milk Caramel is a chocolate bar that is part of
the Cadbury Dairy Milk brand and is made by Cadbury
UK and Cadbury Ireland. The bar is sold in the United
Kingdom and Ireland. The bar was first launched in 1976, originally
called Cadbury Caramel until 2003, when it was renamed. In early
2009 it was relaunched, with the Caramel name re-emphasised as the
main on-pack brand, and the Dairy Milk brand reduced in size. he
product is a Cadbury Dairy Milk chocolate bar semi-divided into
blocks each of which has a caramel filling. The blocks vary in shape
and number according to the size of the bar, but on all bars, the blocks
are stamped with the word Cadbury on the top.


Cadbury celebrations :
Cadbury Celebrations was aimed at replacing traditional gifting
options like Mithai and dry- fruits during festive seasons.
Cadbury Celebrations is available in several assortments: An
assortment of chocolates like 5 Star, Perk, Gems, Dairy Milk and
Nutties and rich dry fruits enrobed in Cadbury dairy milk chocolate in
5 variants, Almond magic, raisin magic, cashew magic, nut
butterscotch and caramels.
The super premium Celebrations Rich Dry Fruit Collection which is a
festive offering is an exotic range of chocolate covered dry fruits and
nuts in various flavours and the premium dark chocolate range which
is exotic dark chocolate in luscious flavours.
Cadbury Celebrations has become a popular brand
on occasions such as Diwali, Rakhi, Dussera puja. It
is also a major success as a corporate gifting brand.
The communication is based on the emotional route and the tag line
says "rishte pakne do" which fits with the brand purpose of
strengthening your relationships with something sweet.


Cadbury five star
Cadbury 5 Star needed to introduce an element of surprise in its eat
experience to gain share among lapsed consumers. To do this the
variant Cadbury 5 Star Crunchy was launched- which still had the
richness of caramel, chewiness of nougat but also contained rice
crispies. In o rder to engage youth the campaign was executed
acrossTV, radio, internet, outdoor and print media.

Cadbury Perk:
A pretty teenager; a long line, and hunger! Rings a bell? That was
how Cadbury launched its new offering; Cadbury Perk in 1996. With
its light chocolate and wafer construct, Cadbury Perk targeted the
casual snacking space that was dominated primarily by chips &
wafers. With a catchy jingle and tongue in cheek advertising, this
'anytime, anywhere' snack zoomed right into the hearts of teenagers.
Raageshwari started the trend of advertising that featured
mischievous, bubbly teenagers getting out of their 'stuck and hungry'
situations by having a Cadbury Perk. Cadbury Perk became the new
mini snack in town and its proposition "Thodi si pet pooja" went on to
define its role in the category.
As the years progressed, so did the messaging, which changed with
changes in the consumers' way of life. To compliment Cadbury Perk's
values, the bubbly and vivacious Preity Zinta became the new face of
Perk with the 'hunger strike' commercial in the mid 90's.

Cadbury Gems :
The saying "Good things come in small packets" has been proven
right many a times and it couldn't have been truer for the pretty
chocolate buttons called Gems. Who can forget the unique, brightly
colored chocolate buttons with crispy shells, encased in a pack that's
as colorful as the product itself? Unrivalled in all these years,
Cadbury Gems has captured every consumer's fantasy for almost 4
decades. Little wonder that Cadbury Gems, the brand that came into
India in 1968 is still going strong.
Cadbury Gems brings happiness to the consumer's world. With this
promise in mind, Cadbury Gems has always had 'Masti' as the key
proposition in all its communication. In fact, Cadbury Gems is always
a willing ally for pranks and fun.

Cadbury Bournvita :
Cadbury was incorporated in India on July 19th, 1948 as a private
limited company under the name of Cadbury-Fry (India). Cadbury
Bournvita was launched during the same year.
It is among the oldest brands in the Malt Based Food / Malt Food
category with a rich heritage and has always been known to provide
the best nutrition to aid growth and all round development.
Throughout it's history, Cadbury Bournvita has continuously re-
invented itself in terms of product, packaging, promotion &
distribution. The Cadbury lineage and rich brand heritage has helped
the brand maintain its leadership position and image over the last 50
years.



INTRODUCING CADBURY AS AN AFTER DINNER SWEET
One of the biggest marketing strategy followed by Cadbury in India
was introducing Cadbury as an after dinner sweet. Indians are fond of
having dessert after their dinner. Cadbury aimed at replacing the
traditional sweets. Apart from its after dinner advertisement Cadbury
targeted adults rather than children. In most of its advertisements, the
brand is endorsed and advertised by adults rather than by children
even though it basically sells chocolate. Such type of advertisements
have created a very wide range of consumers for Cadbury. Its
products are not limited to children alone. Adults like the products of
Cadbury as much as children do.


Another reason for Cadbury being such a successful brand was that it
aimed at replacing the traditional sweet custom so prevalent in India.
Indians have the habit of carrying sweets as gifts when they visit a
friend or relatives. Cadbury items became the new sweets. It was not
only considered better but also superior to carry Cadbury instead of
the normal sweets. Cadbury also aimed at selling in bulk during
festive seasons such as diwali and rakhi.


Diwali and rakhi packs are designed to give a feel of the festivities
going on. They are exclusively indianised. The chocolate packs
contain special chocoloates such as dry fruits rich chocolates as
people normally serve dry fruits during diwali.


COMMUNICATING STRATEGY

To promote the new dairy milk megabrand , Cadbury implemented
comprehensive 360 degree support campaign. This involved a
highly coordinated set of promotional activities across various
communications channel each activity bearing the same message .
This approach is known as integrated marketing communications and
ensures that consumers receive a clear and consistent message about a
brand.
To promote the new Dairy Milk
Brand core: This is the creed or genetic code of the brand;
campaign. This involved a highly Megabrand, Cadbury implemented a
To promote the new Dairy Milk
Brand core: This is the creed or genetic code of the brand;
Megabrand, Cadbury implemented a



The 360 degree support campaign include a point of sale competition
to win a new look , new display units , a buy-two-get-one free
promotion on 100g bars, PR and advertisements in the trade press.
The result was that sales of the new Megabrand products exceeded
targets by 12 % !!






CONCLUSION

In todays competitive business environment brands have assumed a
role of growing importance. They can differentiate a companys
products and customer loyalty, helping to sustain profitability in the
long term. The Cadbury Dairy Milk brand has evolved into a
Megabrand incorporating a range of products each with their own
identity, but now under the Dairy Milk brand. This initiative is
intended to leverage the strength of the Cadbury Dairy Milk brand to
the full. The strategy involved a packaging and range refreshment
strategy which has resulted in a unified innovative Dairy Milk brand.
Having exceeded initial sales tar gets by a considerable margin, the
strategy can be considered a success!
Branding is one of the most important aspects of any business, large
or small, retail or B2B. An effective brand strategy gives you a major
edge in increasingly competitive markets. But what exactly does
"branding" mean? How does it affect a small business like yours?
Simply put, your brand is your promise to your customer. It tells them
what they can expect from your products and services, and it
differentiates your offering from your competitors'. Your brand is
derived from who you are, who you want to be and who people
perceive you to be.
Are you the innovative maverick in your industry? Or the
experienced, reliable one? Is your product the high-cost, high-quality
option, or the low-cost, high-value option? You can't be both, and you
can't be all things to all people. Who you are should be based to some
extent on who your target customers want and need you to be.
The foundation of your brand is your logo. Your website, packaging
and promotional materials--all of which should integrate your logo--
communicate your brand.
Branding is all important for those of use who want to be recognized
for their name, business idea, business or product. Like the big name
brands such as Sony, Amazon, Google, Yahoo, etc. business
professionals such as freelancers, product developers, writers, pro-
bloggers all need a brand to be instantly recognized by.
For most, the brand name is either their own name, or else the name
of the product they developed. Not only will others know who they
are dealing with, but if we brand ourselves properly, then our name
will be a synonym of quality further down the track.
We all know that big name bloggers such as ShoeMoney, John Chow,
Yaro Starak, Maki and Daren Rowse have managed to do just that.
They branded themselves through continuously using their own name
or that of their website.










BIBLIOGRAPHY




http://www.cadburyindia.com/home/index.asp
http://images.google.co.in/images
http://en.wikipedia.org/wiki/Cadbury_plc
http://www.cadburyindia.com/brands/choco1.asp








Family brand names : The parent brand is also known as an
opportunities for brand stretching and brand extensions . A br and extension opportunities for brand stretching and brand extensions . A br and extension opportunities for brand stretching and brand extensions . A br and extension
A brand pyramid can help manager s plan and analyse a brands
identity. The top tier of the pyramid consists of the br and core.
Brand core
Closely related to these values is the brand proposition : the promise Closely related to these values is the brand proposition : the promise Closely related to these values is the brand proposition : the promise Closely related to these values is the brand proposition : the promise
The top tier of the pyramid consists of the br and core. Brand core


CADBURY
MARKETING ASSIGNMENT