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    Cadbury Brand

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    ravirajrana
    Cadbury is a British confectionery company known for its chocolate products like Dairy Milk. A brand audit of Cadbury found that most respondents prefer Cadbury to other chocolate brands due to its taste. Key associations with Cadbury included taste, price, and variety of products. The brand has high levels of trust and elicits emotions of happiness. Dairy Milk, Kuch Meeta Ho Jaye, and Amitabh Bachchan were commonly identified brand elements. The analysis found no negative perceptions of Cadbury.

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    Cadbury Brand

    Uploaded by

    ravirajrana
    94 views25 pages
    Cadbury is a British confectionery company known for its chocolate products like Dairy Milk. A brand audit of Cadbury found that most respondents prefer Cadbury to other chocolate brands due to its taste. Key associations with Cadbury included taste, price, and variety of products. The brand has high levels of trust and elicits emotions of happiness. Dairy Milk, Kuch Meeta Ho Jaye, and Amitabh Bachchan were commonly identified brand elements. The analysis found no negative perceptions of Cadbury.

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    cadbury brand

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    Cadbury is a British confectionery company known for its chocolate products like Dairy Milk. A brand audit of Cadbury found that most respondents prefer Cadbury to other chocolate brands due to its taste. Key associations with Cadbury included taste, price, and variety of products. The brand has high levels of trust and elicits emotions of happiness. Dairy Milk, Kuch Meeta Ho Jaye, and Amitabh Bachchan were commonly identified brand elements. The analysis found no negative perceptions of Cadbury.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    94 views25 pages

    Cadbury Brand

    Uploaded by

    ravirajrana
    Cadbury is a British confectionery company known for its chocolate products like Dairy Milk. A brand audit of Cadbury found that most respondents prefer Cadbury to other chocolate brands due to its taste. Key associations with Cadbury included taste, price, and variety of products. The brand has high levels of trust and elicits emotions of happiness. Dairy Milk, Kuch Meeta Ho Jaye, and Amitabh Bachchan were commonly identified brand elements. The analysis found no negative perceptions of Cadbury.

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    Brand Audit

    Cadbury
    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.
    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.
    Prefer Chocolate
    Respondents
    Sometimes
    9%

    No
    10%

    Yes
    81%
    Brand Association
    16

    14

    12

    10

    0
    Cadbury Hersheys Nestle others
    Health Factor
    Respondents

    other
    10%

    No
    20%

    Yes
    70%
    Advertisement Lover
    Respondents
    Yes No
    0%

    100%
    Quality check
    Age Effects
    30

    25

    20

    15

    10

    0
    Kids & Youngsters Adults old age All of the
    teenagers above
    Utility
    Value for money

    Maybe
    10%
    No
    17%

    Yes
    73%
    Trust Chart
    Respondents
    Yes No
    0%

    100%
    A to Z

    30

    25

    20

    15

    10

    0
    Yes No
    Dejavu
    Respondents

    30

    25

    20

    15 Logo Effectiveness

    10

    0
    Yes No
    Reason Cadbury is
    preferred
    Preference to brand

    25

    20

    15
    Series 1
    10

    0
    Taste Price Flavour Variety None All
    Battleground
    25

    20

    15

    Competitors
    10

    0
    Nestle SA Mars Inc Hershey's Other
    Emotional Connect
    Emotions

    Friendship
    7%
    Love
    13%

    Happiness
    80%
    Name It
    30

    25

    20

    15
    Name 3 products
    10

    0
    Tag It!!
    Tag-line
    Shubh Don’t know
    arambh 7%
    6%

    Kuch meeta
    ho jaye
    87%
    Innovation
    New product line
    5
    4.5
    4
    3.5
    3
    2.5
    2 new product line
    1.5
    1
    0.5
    0
    chocalate Cookies Pastries
    spread
    Face of The Brand
    Brand ambassedor

    30

    25

    20

    15 Brand ambassedor
    10

    0
    Amitabh Ranbir Don’t know
    bachan kapoor
    Long Term Relationships
    Votes

    10 Years & above 8-10 Years 6-8 Years 0-5 Years


    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.
    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)
    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
    Thank You

    By: Shreya Kothari


    MAPR, DCJ, Mumbai University

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