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 Title Page No.

No.
1. Objectives, Scope & Approach of Brand Audit 4
2. Brand History of Cadbury Dairy Milk 6
3. Introduction to Confectionary Industry 8
4. Consumer Analysis 9
5. Brand Inventory
5.1 Brand Elements, POP & POD, Marketing 11
Programs
5.2 Branding Strategies 16
5.3 Brand Portfolio 18
5.4 Competitor’s brand inventory 19
6. Brand Exploratory
6.1 Customer Knowledge, Sources of Brand 20
Equity, Mental map
6.2 Brand Positioning 24
7. Summary of Competitor Analysis 25
8. SWOT Analysis 26
9. Brand Equity Evaluation 28
10. Recommendations & Conclusion 35
Appendix (Questionnaire) 36

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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 customer’s

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 Advertisement &

Sales Department
Laboratories Cost Offices

Education &
Medical
Works Committee Training for
Department
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 people’s mind and their craze for Cadbury Dairy Milk.

OPERATIONS

Cadbury’s 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 Bubble Gums

Gums

Toffees Mint Toffees

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 CHAPTER 4

CONSUMER ANALYSIS

Market Segmentation:

Demographic:

Age and Life Cycle: Buyers who mostly prefer Cadbury’s 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 doesn’t 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

Amitabh
Brand Ambassador
Bachchan

Kuch Meetha
Jingle
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.
Color • All other products of Cadbury like Gems which is also so colorful.

• Packaging which introduces slight of milk splash shows the relation of

milk with Cadbury.
Insignia

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

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 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. 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
one’s 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 Milk’s 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 Cadbury’s
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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 COMPETITOR’S 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, éclair, 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 Consumer’s
Taste and
Connect
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. Consumer’s 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
People:
Consistent
For all age groups
Quality
Healthy

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 P’s 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 FOUNDED IN BRAND PORTFOLIO

(confectionery products)
Nestle 1860s Kit Kat, Smarties, Wonka
Ferrero 1940s Rocher, Raffaello, Kinder, Tic Tac,
Mon Cheri, Nutella
Mars 1911 Bounty, Galaxy, Mars, Snickers,
Milky Way, Wrigley’s, M&M’s etc
Amul 1945 Milk chocolate, Fruit & Nut chocolate
Hershey’s 1894 Hershey’s milk chocolate, Kisses, Pot
of gold, Milk duds, Reese’s,
Icebreakers etc
Perfetti Van 2001, when Alpenliebe, Chlormint, Centerfresh,
Melle Perfetti and Van Happydent, Mentos
melle merged
ITC 2002(confectionery Minto and Candyman
segment)
Parle 1929 Melody, mango bite, poppins, kismi
toffee, mazelo, xhale, éclair, golgappa,
parle lites, orange candy

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 Chapter 8

SWOT ANALYSIS

Strength Weakness
 Dairy milk is owned by  Certain segment feel that price
Cadbury which is a globally of Dairy Milk is high and
established brand name known compared to that Amul Milk
for its manufacturing chocolate is preferred.
competency and leadership in
innovation.
 Dairy Milk has been able to  Dairy Milk is somewhat
establish a clear and consistent lacking in other emerging
Brand Image over the years. 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 Recall value when
comes to chocolates with
Milk.

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 Threats Opportunities
 Increasing competition from  To introduce sugar free category is
international brands is biggest biggest opportunity for Dairy Milk.
threat 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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 CHAPTER 9

BRAND EQUITY EVALUATION

CBBE pyramid:

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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 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. Can’t say

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