Brand Audit of Cadbury based on survey analysis and suggestions accordingly.

1. Brand Audit
Cadbury

2. Introduction
 Cadbury is a British multinational confectionery company.
 The second largest confectionery brand in the world
after Wrigley's. Cadbury operates in more than 50 countries.
 Cadbury is best known for its confectionery products
including the Dairy Milk chocolate.
 Cadbury was established in Birmingham, England in 1824,
by John Cadbury who sold tea, coffee and drinking chocolate
 Dairy Milk chocolate, introduced in 1905, used a higher
proportion of milk within the recipe compared with rival
products.
 By 1914, the chocolate was the company's best-selling
product.

3. Audit Methodology
 Quantitative method- Survey form created and
circulated among the target audience.
 Sampling method: Handpicked and snowball method.
(reason: specific target group)
 Sample size: 30 people
 Sample includes respondents between 3 age groups, i.e.,
18-24, 25-34, 35-44.
 The sample includes both male and female
respondents, with no uniformity or equal distribution.
 The data has been collected over 2 weeks, via online
forms.
 All graphs represent statistically the data collected and
analyzed.

4. Prefer Chocolate
Yes
81%
No
10%
Sometimes
9%
Respondents

5. Brand Association
0
2
4
6
8
10
12
14
16
Cadbury Hersheys Nestle others

6. Health Factor
Yes
70%
No
20%
other
10%
Respondents

7. Advertisement Lover
100%
0%
Respondents
Yes No

8. Quality check

9. Age Effects
0
5
10
15
20
25
30
Kids &
teenagers
Youngsters Adults old age All of the
above

10. Utility
Yes
73%
No
17%
Maybe
10%
Value for money

11. Trust Chart
100%
0%
Respondents
Yes No

12. A to Z
0
5
10
15
20
25
30
Yes No

13. Dejavu
0
5
10
15
20
25
30
Yes No
Respondents
Logo Effectiveness

14. Reason Cadbury is
preferred
0
5
10
15
20
25
Taste Price Flavour Variety None All
Preference to brand
Series 1

15. Battleground
0
5
10
15
20
25
Nestle SA Mars Inc Hershey's Other
Competitors

16. Emotional Connect
Happiness
80%
Love
13%
Friendship
7%
Emotions

17. Name It
0
5
10
15
20
25
30
Name 3 products

18. Tag It!!
Kuch meeta
ho jaye
87%
Shubh
arambh
6%
Don’t know
7%
Tag-line

19. Innovation
0
0.5
1
1.5
2
2.5
3
3.5
4
4.5
5
chocalate
spread
Cookies Pastries
New product line
new product line

20. Face of The Brand
0
5
10
15
20
25
30
Amitabh
bachan
Ranbir
kapoor
Don’t know
Brand ambassedor
Brand ambassedor

21. Long Term Relationships
Votes
10 Years & above 8-10 Years 6-8 Years 0-5 Years

22. Summary
 Attributes: Tasty, reasonable,
 Function: Quick sweet bite,
 Rewards: alternate for sweets,
products have their individual brand
identity
 Values: Love, Respect, sharing is
caring
 Personality: kind hearted and
generous man who tries to better your
mood and share happiness.

23. STP
 Segmenting: F&B — Packet food —
Chocolate Products
 Targeting: Every age group,
SEC: A+ to C
Sex: Male, Female, Homo
 Positioning: Pioneer in Chocolate
industry(overall)
Alternate to sweets (current campaign)

24. Conclusion
 There have been problems in the past that
Cadbury has successfully overcome
 No negative responses
 Even after being the second largest after
Nestle, people think of Cadbury first
 The sub-products have become a brand in
itself like 5 Star and Hide and Seek
 People love the brand

25. Thank You
By: Shreya Kothari
MAPR, DCJ, Mumbai University