brand analysis of cadbury dairymik

1. Department of Fashion Communication
Institute Of Fashion Technology
The Maharaja Sayajirao University
Second Year
Subject :- Fashion Retailing and Consumer Behaviour
Topic:- Advertisement and Brand Analysis
Submitted to :- Ms. Nazish Campwala
Presented By:- Janvi Gandhi
Kashish Kanjani
Yashvi Parikh

3. INTRODUCTION TO THE COMPANY-
CADBURY
Cadbury was invented by John Cadbury in 1824.
It is a British multinational confectionery company
wholly owned by Mondelez
International (originally Kraft Foods) since 2010.
It is the second-largest confectionery brand in the
world after Wrigley's.
It is famous for its Dairy Milk chocolate, the Creme
Egg and Roses selection box, and many other
confectionery products.

4. COLLABORATION WITH INDIAN MARKET
In 1948, Cadbury India began its operations in India by
importing chocolates.
On 19 July 1948, Cadbury was incorporated in India. The
corporate head office is in Mumbai.
Cadbury India operates in five categories – Chocolate
confectionery, Beverages, Biscuits, Gum and Candy.
Its products include Cadbury Dairy Milk, Dairy Milk
Silk, Bournville, 5-Star, Temptations,
Perk, Eclairs, Bournvita, Celebrations, Gems, Bubbaloo,
Cadbury Dairy Milk Shots, Toblerone, Halls,
Bilkul, Tang, and Oreo.
With the passing time India bcame one of the largest
selling market for cadbury products.

5. POPULAR VARIATIONS OF CADBURY PRODUCTS
IN INDIA

7. THE PRODUCT- CADBURY DAIRY MILK
Dairy Milk chocolate, introduced in 1905, used a
higher proportion of milk.
By 1914, the chocolate was the company's best-
selling product.
Every product in the Dairy Milk line is made with
exclusively milk chocolate.
In 2014, Dairy Milk was ranked the best-selling
chocolate bar in the UK.
It has been more than 200 years since it has started.

8. VARIATION IN DAIRY MILK

9. PRICE
Product Weight(gms) Price(Rs.)
Dairy Milk 9.5 5
Dairy Milk 20 10
Dairy Milk 38 20
Dairy Milk Crackle, Roast
Almonds
42 35
Dairy Milk Wowie 17 10
Dairy Milk(silk) 95 60
PRICE MENTIONED ABOVE ARE SAME ALL OVER
INDIA.
DUE TO PRICE HIKE IN RAW MATERIAL AND LABOUR
COST COMPANY HAD NOT INCREASED THE COST OF
PRODUCT BUT REDUCED THE WEIGHT OF PRODUCT.
EG. 5 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm

10. ADVERTISEMENTS

11. CRITERIA AD1 AD2 AD3 AD4 AD5 AD6 AD7
PRODUCT Chocolate Bar Chocolate Bar Chocolate
Bar
Chocolate
Bar
Chocolat
e Bar
Chocolate
Bar
Chocolate
Bar
TARGET
AUDIENCE
Pre Adults ADULTS Mass
Audience
Youngsters
Adults Youngsters
and Adults
Youngsters
TAGLINE The ‘Real Taste
of Life’ with the
girl dancing on
the cricket field
‘Khanewalon
ko khane ka
bahana
chahiye’
‘kuch metha
ho jaye’.
‘pappu pass
ho gaya’.
‘Miss
Palampur
’
‘AAJ PAHLI
TARIK HAI’
Kiss me
Close Your
Eyes
BENEFITS Antioxidant and
contain
saturated fat
which is
beneficial to
arties
Antioxidant
and contain
saturated fat
which is
beneficial to
arties
Antioxidant
and contain
saturated fat
which is
beneficial to
arties
Antioxidant
and contain
saturated
fat which is
beneficial
to arties
Antioxida
nt and
contain
saturated
fat which
is
beneficial
to arties
Antioxidant
and contain
saturated
fat which is
beneficial
to arties
Antioxidant
and contain
saturated
fat which is
beneficial
to arties
PERSONALI
TY
ID SUPER-
EGO,EGO
EGO EGO,ID EGO SUPER-EGO ID

12. MARKET SEGMENT OF CADBURY
DAIRYMILK
A Market segment consists of a customers who share
similar set of needs and wants.
Cadbury dairy milk also divides the market into different
group of customers.
Dairy milk is the megabrand of the Cadbury Family
focusing on consumers of all ages.
One notable form of customer segmentation that Cadbury
utilizes is behavioural segmentation, which is based on
actual customer decision-making processes towards
Cadbury’s products. We can understand it by following
discussion.

13. DEMOGRAPHIC SEGMENTATION
Generation: Little girls and boys,
be advised to keep your
chocolates and toffees safe...or
your parents may bite into them!
Income: Cadbury pricing strategy
is low costing, availing any one
can afford.
Gender: For purchasing Cadbury
dairy milk gender does not matter.
Cadbury dairy milk are for all type
of persons whether male or
female.
13 -
19
29%
20 -
25
22%
26 -
30
19%
30 -
40
30%
Age Group

14. BEHAVIORAL SEGMENTATION
Decision roles: The decision role is played by the children
and youngsters when to buy the Cadbury dairy milk.
Occasion: For purchasing the Cadbury dairy milk no specific
occasion are required.
Benefits: Cadbury dairy milk is easily available everywhere
when we need it.
User status: There are mainly the Impulse users found in the
user status of Cadbury dairy milk.
Loyalty status: There is mainly the absolute loyal customers.
Attitude: There is an enthusiastic type of attitude seen in
buyers.

15. TARGETING THE AUDIENCES
The prospective customers of Cadbury Dairy Milk have
changed have changed from kids to adults-including
every family member to celebrate any occasion with
Dairy Milk.
We can also see the distinct ad campaigns for particular
one type of segment.
Further, the ads campaign are being differentiated on the
basis of targeted audience

16. Campaigns Targeted Market
Kid In all of us, Real
Taste of Life ,Kuch
khas hai Zindegi main,
No Umar far Lalach.
Psychology ( there
is a kid in all of
us).
Higher age people
can eat chocolate
without fear.
Khane walo ko khane
ka bahana chahiye.
Replacing “mithai” on
the Family Occation.
Behavioral(usag
e based)Mass
marketing.
Kuch Mitha ho jae(all
ads).
Behavioral(Speci
al Moments) and
ceremoney.
Middle age group.
Segments
Targeting

17. Mitha hai Khana aaj
peheli tarikh hai.
All family members in
a middle class nuclear
family.
Psychology on the
basis of Family life
style and status.
Kiss me and
Miss me.
Youth and Middle
age group and little
high standard of
living.
Behavioral (Loyal) as
well as Psychology (a
child in everyone),
(Premium segment).
Dairy Milk Silk
Miss PalamPur. Rural market with
lntroduction of Rs 5/-
Dairy Milk.
Villages(Geographic
segment)
Pappu Pass Ho gaya. All types of Students. Behavioral(User
status or Happy
moments).
Campaigns Targeted Market Segments
Targeting

18. POSITIONING
 Basically positioning is image of
product in the mind of audience.
 Youth and kids see Cadbury as a
synonym for chocolate
 In the initial stage it positioned itself
as “spontaneous, special, carefree,
real moments (‘Mazza aa gaya’).
 Later it tried to position itself as
brand that is synonymous with sweet
(‘Kuch meetha ho jaye’).
 Dessert after meals.
 The most recent campaign (‘Shubh
Aarambh’) tries to position as
auspicious as the sweet which is
generally offered as ‘bhog’ to gods.
IMPULSE PURCHASES
AND CHOCOLATES

19. CONSUMER PHYCOLOGY
 Motivation
o Maslow’s Hierarchy of Needs: Need for chocolates is social in India
o Others’ happiness, light snack, hunger, sweet craving are some of
the motivations
 Perception
o Perceived as sweet, warm & delightful
o Screening mostly through ‘selective attention’
 Learning
o Taste largely determines whether consumer will repeat or not
 Memory
o Words associated with chocolates : warmth, love, sweet, tasty,
happiness, presents, birthdays
o Memory encoding attributed to taste & advertising

20. CONSUMER PHYCOLOGY
Buying Decision Process
 Relatively quick
 Impulsive purchase depending on availability and
taste preference
 Easily switching among brands
 Post Purchase Actions-largely governed by
consumer’s liking or disliking of taste

21. CUSTOMER RETENTION STRATEGIES
Vast variety of products variation in dairymilk chocolate
from nuts to fruits.
Priced according to Indian mind set.
Their campaing for ‘kuch metha ho jaye’ was successful
as India because large number of festivals are celebrated
every other months.
The advertisement are used to create in an emotional
bonding with customers.

22. SWOT ANALYSIS
• Number 1 chocolate brand in
India with lot of variants like Fruit
& Nut, Crackle and Roast
Almond, Éclairs
• Celebrity brand ambassadors
• Excellent advertising, reach and
accessibility
• High brand loyalty
Strengths
• Rural Distribution penetration is less.
• Quality control need to be
strengthened.
Weakness

23. • Untapped rural markets
• Better product packaging and
preservation
• Sugar free category
Opportunities
• Other brand and local chocolate
Manufacturers, like merger of
mars and Wrigley in 2008.
• Obesity concern, Sweets as
substitutes
Threats
SWOT ANALYSIS

24. TAGLINE
In 1998 –”Khaane Waalon ko khaane ka Bahana
Chhayie”.
In 2004, the `Kuch Meetha Ho Jaaye’ , `Pappu Pass Ho
Gaya’ ,’Miss Palampur’ .
In the year 2010, the `Shubh Aarambh’.
In 2003 cadbury dairymilk came up with ‘khush ho
khamakha’ and ‘maza aa gaya’
Later it cameup with taglines‘pehli tareek’ and ‘shubh
aarambh’ and it is current running under ‘kuch meetha
ho jaye’.

25. TAGLINE BY THE OCASSIONS
The Cadbury Celebrations journey began in 1997
With the 1999 campaign that surprised families with
`Diwali Ki Meethi Shubhkaamnaaye’ and the `Har Pal
Bane Ek Utsav’ campaign in 2000
In 2000, Cadbury positioned Celebrations as the new
`Rakhi Par Ek Meetha Sa Uphar’ .
In 2002, With Gulzar’s heartwarming lyrics `Rishtey
Pakne Do’, `Aankhon Se Chakne Do’, the age-old
custom of tying a Rakhi was followed by gifting a box of
Celebrations.

26. COMPETITORS
INTRODUCTION
NESTLE originated in 1905 by the name of Anglo- Swiss Milk
Company.
It was founded by Henri Nestle in 1866.
Established in 1867 by brothers George Page and Charles
Page.
Nestle has many branches in foreign countries.
It is in United States, United Kingdom, Germany & Spain.
Nestle

27. NESTLE PRODUCTS
Nestle has some 6,000 projects.
The products name are below:
1) ‘Nescafe’ it is a coffee
2) Chocolate such as Milky Bar, Munch etc.
3) Soups & Sauces such as Maggi, Buitoni etc.

28. SWOT ANALYSIS
• Unmatched product and brand
portfolio
• R&D capabilities
• Distribution channels and
geographic presence
• Brand reputation valued at $7
billion
Strength
• Inability to provide consistent
quality in food products
• Weak implementation of corporate
self-regulation
Weakness

29. • Increasing demand for healthier
food products
• Acquiring startups specializing in
producing well-being products
• Establishing new joint ventures
Opportunities
• Food contamination
• Trend towards healthy eating
• Growth of private labels
• Rising raw food prices
Threats

30. SUGGESTIONS
Bring out new products for health concious people.
Continue to promote itself as substitute to mithai.
Choco-biscuits should be introduced.
Should use Indian ads and avoid global ads in India.
Consider attractive display or it owns ‘chocolate boutique’.
Speacial chocolates for occasions should be introduced
example rum flavour, champange flavour etc.
New flavours like strawberry, orange, vanilla, etc should be
also introduced.

31. PRODUCT LIFE CYCLE