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Brand Management: Analysis of

Rinoy Babu ManakkalethuResearch Scholar Department of Commerce Sree Narayana Guru College, K.K. Chavadi, P.O., Coimbatore

Dr.D.MahilaVasanthiThangam Associate Professor of Commerce Karunya Institute of Technology and Sciences Coimbatore-114

Abstract This study is conceptual in nature, covers a detailed description and analysis of the Brand Elements, Brand Loyalty, Brand Architecture, Positioning, repositioning, Brand Image, Brand Awareness etc. The objective of this research was to breakdown and analyses the strategic brand management process of Cadbury, a subsidiary of . As we all know, Cadbury is a brand that enjoys much Brand Equity owing to its high Brand Awareness, Brand Loyalty, and perceived quality. The Brand Elements of Cadbury has played a major role in its branding over the years. It is because of the high popularity of the brand elements of Cadbury that even after its acquisition by Mondelez International, they have not altered the name or any other aspect of the Brand Elements. In this project, we analyse various dimensions of the strategic brand management process of Cadbury. Also tried to analyse the Brand Image and Awareness for Cadbury. Various Frameworks and examples have been applied for this study.

Introduction Cadbury, formerly known as Cadbury’s and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft ) since 2010. It is the second largest confectionery brand in the world after Mars. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is known for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. One of the best-known British brands, in 2013 The Daily Telegraph named Cadbury among Britain’s most successful exports. Cadbury was established in Birmingham, England, in 1824, by John Cadbury. Initially, John sold tea, coffee and drinking chocolate. Soon his brother Benjamin Cadbury also joined his business, followed by his sons Richard and George. George developed the Bournville estate, a model village designed to give the company’s workers improved living conditions. Dairy Milk chocolate was introduced in the year 1905 by Cadbury. It used a higher proportion of milk within the recipe compared with rival products. By 1914, chocolate was the company’s best-selling product. Cadbury, alongside Rowntree’s and Fry’s, were the big three British confectionery manufacturers throughout much of the 19th and 20th centuries.

In 1948, Cadbury began its operations in India by importing chocolates. On 19 July 1948, Cadbury was incorporated in India. It now has manufacturing facilities in Thane, Induri (Pune) and Malanpur (Gwalior), Hyderabad, Bangalore and Baddi (Himachal Pradesh) and sales offices in New Delhi, Mumbai, Kolkata and Chennai. The head office is presently situated at Pedder Road, Mumbai, under “Cadbury House”. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, Cadbury has worked with the Kerala Agricultural University to undertake cocoa research.

Currently, Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Its products include , Dairy Milk Silk, Bournville, 5-Star, Temptations, Perk, Eclairs, , Celebrations, Gems, , Cadbury Dairy Milk Shots, , , Bilkul, , and . It is the market leader in the chocolate confectionery business, with a market share of over 70%. On 21 April 2014, Cadbury India changed its name to Mondelez India Foods Limited.

Cadbury is a brand that enjoys much Brand Equity owing to its high Brand Awareness, Brand Loyalty, and perceived quality. The Brand Elements of Cadbury has played a major role in its branding over the years. It is

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because of the high popularity of the brand elements of Cadbury that even after its acquisition by Mondelez International, they have not altered the name or any other aspect of the Brand Elements

Cadbury Brand Name & URLs

Logos/Symbols

KuchhMeethaHojaye,ShubhArambh, Free TheJoy, Tastes Like This Feels SILK – Kiss me Close Your Eyes, Miss Me, I Can Read Your Lips, On My Fingertips, Happiness InYour Eyes Slogans/Jingles

Amitabh Bachan, Positive Vibes, Cherishing the Bonds Characters Caramel Bunny (UK)

The fine purple and gold packaging is meant to portray the rich and creamy taste of Cadbury chocolate. Packaging and Signage Similarly, The new Dairy Milk logo against the purple backdrop helps reinstate the goodness of milk in Cadbury Dairy Milk.

Research Methodology

This study is conceptual in nature, covers a detailed description and analysis of the Brand Elements, Brand Loyalty, Brand Architecture, Positioning, repositioning, Brand Image, Brand Awareness etc. The data collected from the official website of Cadbury and other allied reliable secondary sources.

Theoretical Background and Analysis

Cadbury has many loyal customers from every age group because it positioned itself for kids and adults. The huge loyal customers are mainly for dairy milk. Cadbury innovates and brings new flavours with dairy milk for retaining and attracting a new customer base. For proofing the fact of targeting all facts, it started a campaign of ‘real taste of life’. It targets the main festivals and events. Its quality never disappoints people and helps in retaining the customers.

Consumer perception towards Cadbury dairy milk chocolates was affected by Brand, Quality, Flavor, Taste and Source of awareness upon the consumer perception factors. Cadbury Dairy Milk is the quintessentially Indian brand that is not Indian. Born in England in 1905, Cadbury Dairy Milk has embedded itself so deep in the hearts and minds of Indians that if you ask anyone on the street, they will say it is as Indian as it gets. The Mondelez-owned Cadbury Dairy Milk is the most trusted brand in the country, according to The Economic Time’s Most Trusted Brands annual report. Consistently defining the taste of chocolates, in other words, the taste of the category has been one of the key cornerstones of investments in the brand.

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Brand Advocacy Campaigns

Cadbury has launched a new campaign, ‘Donate your words’, focusing on old-aged people in the UK. As part of the campaign, the brand removed all the words from its packet and replaced it with its iconic image of a one-and-a-half glass of milk. Further, it rolled out of the limited edition of chocolate bars. Through the campaign, Cadbury aims to raise awareness about loneliness among older people. It has partnered with Age UK, an NGO. For each bar sold, 30 pence will be donated to Age UK, thereby helping to fund vital services and a life support system.

Cadbury has also created a video for the campaign, which showcases three case studies where people aged over 65 years shared their plight and how they spend their day. With the roll-out of the limited-edition bar, Cadbury hopes to encourage the UK’s citizens to ‘donate their words’ by pledging to reach out and have a chat with older people in their communities.

Cadbury, as a chocolate brand, is popular for innovations. For example, it recently launched a special edition bar called the ‘Unity Bar’ to celebrate Independence Day, 15 August. It combined four different flavours, including dark, blended, milk and white.

The brand, furthermore, launched a campaign on the frontpage in the Delhi, Mumbai, and Bengaluru edition of The Economic Times. The uniqueness of the ad was that it had used Kannada headline in the Mumbai edition, Telugu headline in the Delhi edition and Marathi headline in the Delhi edition.’KuchMeetha Ho Jaaye’, ‘Asli SwaadZindagi Ka’, ‘ShubhAarambh’, and ‘Feels Like a Lot More’, are some of the other campaigns of the brand.

Brand Architecture

The words that you use to describe your business but you have to respect that you might have a business name and you might have a portfolio of services but you might actually name them like you might actually decide that it is not just one company we make many things right in a really simple example of this is what Apple does they donot just say everything is Apple there is Apple and then they have the iPhone product line which has multiple variations or the iPod right iPod has been around a long time there is hundreds of iterations colors and shapes there was the u2 iPod shuffle multiple colors right but because they have got a master brand called Apple and a sub-brand called iPod and then they have multiple versions of it makes it very easy for you and I to have this conversation that is science that architectural structure that defines how these products and services are related to one another is actually called brand architecture it is the way in which you manage what products and services you provide so it makes it as easy as possible for people to understand.

It is not about Microsoft Word or Microsoft Photoshop;it is about Microsoft Office.It is not about Adobe Photoshop, Adobe Illustrator, and Adobe InDesign;it is about Adobe Creative Suite.Itsimplifies the related products and services so that consumers can build a relationship with multiple things at the same time and brand architecture is simply the mapping of what your intentions are, how many products and services are you going to offer, how are they related to one another and how are they not related right. BMW owns Mini they intentionally keep separate right the mini owner wants to drive a mini the BMW owner wants to drive BMWs and if you even look at the BMW brand architecture you’ll notice that it is not just BMW right there is the three series the five series the seven series you see how they have created like an alphanumeric system to make it as easy as possible for you to understand what model is right for you how to upgrade how do you represent your personal character, I am sporty and young I am going to drive a 3-series right you get that context while that framing of those products and services makes them easier for people to find buy and then ultimately advocate for like literally explain it to their friends and say I bought the M5 because right and that makes people more proud of their associations and they tend to upgrade faster so again we call that brand architecture the way in which you manage your portfolio of brand assets so that they feel related to one another so that consumers can make the easiest choice possible be proud of what they have chosen and know exactly how to sustain their relationship with you.

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Brand Architecture of Cadbury

In the field of brand management, brand architecture is the structure of brands within an organisational entity. It is how brands within a company’s portfolio are related to and differentiated from one another.

A successful Brand Architecture enables consumers to form opinions and preferences for an entire family of brands by interacting or learning about only one brand in that family.

● Cadbury is an umbrella brand. ● The family brand identity is communicated by packaging with the Cadbury corporate purple colour and the distinctive Cadbury logo and ● It incorporates the company’s mission, vision, and values, representing them so that consumers easily understand. ● The family brand Cadbury is linked with its famous sub-brands, i.e. Cadbury Crème Egg, and Cadbury , to name a few. ● Cadbury has adopted numerous extension strategies on its core Dairy Milk brand over the past two decades. Due to the intensely competitive nature of the chocolate confectionery market, those extension strategies are necessary to extend the life of a brand and drive growth in this sector. ● Cadbury/ Kraft brand architecture is even more important in that the brand architecture models of the two firms reflect the two ends of the continuum. In all Cadbury chocolate goods, from Chocolate Buttons to Cadbury’s Dairy Milk tablet, cakes, sweets, drinks and even Cadbury Universe, Cadbury has the “parent brand” brand architecture model, the Cadbury brand name is present, even if only in a minor role. Because of the Quaker “caring family” corporate culture, Cadbury introduced this brand architecture paradigm of mutual brand equity. ● On the other hand, Kraft is a perfect example of the “individual product brand” brand architecture paradigm”. Each brand has no obvious ties in branding and contact with the parent or corporate brand, but probably with a limited brand family of its own. Apart from Kraft and Kraft Philadelphia, which have traditionally had Kraft as part of the logo, Kraft’s UK brands, including Toblerone, and Kenco coffee, have no visible inter-brand ties. Each brand achieves its success or failure through this model. ● All brand architecture models have their own merits and drawbacks, and in conversation, they appear to be more apparent. Contact effectiveness for one company also has “spin-off” advantages for other family members of the parent brand model, with the “Gorilla” commercial being an excellent example. Its iconic notoriety had spin-off recognition and sales advantages across the whole spectrum of Cadbury. ● For business analysts seeking to disentangle the monitoring findings, the only flip side of this advantage will be linked to awareness delivered with a range of Cadbury’s contact inputs (a challenge, but not impossible!). That is when the paradigm of the parent brand dominates in the arena of contact. But it can also be a ‘watch out’ for eight Cadbury contlines. Back in 2006, a leaking pipe in a Cadbury factory in Leominster triggered a salmonella warning. Beyond the particular lines affected, the headlines “Cadbury’s recall-health concerns” had an although the short-term negative effect on perceptions. ● Another watch-out for the parent company model in interactions is that the parent brand has the same identity as the business company, so operation at the corporate level may impact customer products. Their product brand model in the recent Kraft takeover meant that it was arguably unlikely that most UK customers knew instantly that Kraft meant Terry’s Chocolate Orange, Toblerone, Kenco or Ritz Crackers, as well as Dairylea and Philadelphia. ● With the Individual product brand model, the benefits are mainly an absence of possible negatives – no great fear of negative news about a parent or sibling brand affecting them – in 2007, when an ad claim for Dairylea’s Lunchables – “packed with good stuff” was declared misleading by the Advertising Standards Authority, this would have had little impact on the other Kraft brands in the market. ● Both models of brand architecture demand different skills – arguably, the parent brand is the one that requires the most experience – managing a portfolio of hundreds of contlines with Cadbury’s brand equity on them, appealing to many different audiences, is a bigger task than the management of several discrete brands using the individual product brand model. ● It has taken a different way of working – for example, greater transparency (any corporate moves will instantly impact the brand) and a different payback model (communications investments will work across a wider range.

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Brand Positioning

Cadbury had planned to create a distinct positioning strategy when it entered the Indian market. During its inception, Cadbury’s primary challenges were to break into the Indian consumer habit. Indians were already satisfied with their usual dessert habits like rasagula, gulab jamun etc. Cadbury India operates in five categories – Chocolate confectionery, Beverages, Biscuits, Gum and Candy. Segmentation of Cadbury is based on demographics and psychographics.

Different advertisements show people of different age and demography enjoying Cadbury products. Cadbury had the following Points of Parity – quality products, quality packaging, variants in its flavours etc. They focused on the following Points of Difference –emotionally connect with customers, campaigns targeted at different groups etc.

Different advertisements show people of different age and demography enjoying Cadbury products. In its early days, The Cadbury chocolates had a huge fan following among kids. As shown in the figure, one of the first campaigns of Cadbury was the ‘Real Taste of Life’ campaign in 1994. This campaign had positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up.

Another campaign was the positioning of ‘KhaaneWaalonKo KhaaneKa BahanaChhayie’. This campaign had made the occasion for consumption into a joyful one.

In 2004, Cadbury started positioning the chocolate synonymous with other Indian sweets through the “KuchMeetha Ho Jaaye” campaign. This campaign was again reinforced through the ‘KhaaneKeBaadMeethe Mein KuchMeetha Ho Jaaye’. The objective was to position the Cadbury dairy milk as a dessert that could be consumed after a meal.

Later in 2010, the `ShubhAarambh’ campaign was launched, where Cadbury was positioned as a sweet that marked a fresh start before embarking on something new.

Another Campaign named “RahoUmarless” positioned itself to celebrate the kid in people. This ad talks about two friends exchanging gifts.

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To summarise, Cadbury had positioned itself as a brand associated with happiness, enjoying joyous occasions, building friendships, dessert etc. They had succeeded in updating their positioning strategies over time and made sure they stay relevant in Indian consumers’ minds.

Customer and the Brand: Awareness, Image

Brand Salience:Brand Salience measures brand awareness, how often and how easily the brand is evoked under various situations or circumstances.

Depth of Awareness:It measures how likely it is for a brand to come to mind, i.e., ease of recognition and the ease with which it does so, i.e., recall value. The Cadbury brand is associated with best tasting chocolate which includes everything from solid blocks to chocolate filled bars and novelties. For many people, chocolate is Cadbury, and no other brand will do. The core values of quality taste and emotion support the brand. Consumers know that they can trust a chocolate bar that carries Cadbury branding. The ‘swirling chocolate’ and ‘a glass and a half of milk’are powerful images.

The breadth of Awareness:It measures the range of purchase and usage situations in which the brand element comes to mind.Branded products command premium prices. Consumers are willing to pay the premium if they believe that the brand offers levels of quality and satisfaction that competing brands do not.

Brand Imagery:The intangible association to Cadbury includes family experiences, childhood memories, etc. The product could be brought from a supermarket on the child’s insistence to its parents or speciality store through impulse buying or for little pleasures. Cadbury can create a feeling of warmth, the togetherness of family and friends on special occasions, to hold those relationships in life that are of prime importance andsavour the sweet success of winning. The core values of quality, taste and emotion are the pillars of the brand. It has also been associated with romance, and the youth consider the Cadbury chocolates, especially the diary milk, as an expression of love and happiness. It can be observed that Cadbury has tried to impart the same emotions and relationships through their different advertisements and campaigns.

Brand Equity of Cadbury

Brand Awareness: Brand equity refers to the premium charged from the consumers when a brand name is added to the product. Talking about brand awareness, Cadbury as a brand has a long history of 200 years to tell its customers. It has been continuously innovating to provide different and new taste to people who love chocolates. It has numerous marketing campaigns, and people aware of the brand through its communication through television, newspapers, radio, online media, etc.

Brand Association:The most famous and popular product from Cadbury is Dairy milk. Dairy milk advertisements always try to connect with the audience emotionally. These are designed so that Dairy milk will be associated with happy moments in people’s lives. Even small kids know Dairy milk. So, Cadbury is high in brand association also.

Brand Asset:Cadbury has a large and successful product portfolio, but the major chunk of the revenue is obtained from Dairy milk. Its products lie across jellies, chocolates, chocolate drinks, etc. The high revenues aided by the marketing campaigns make the brand asset high for Cadbury.

Brand Loyalty:Cadbury products are positioned to cater to different age groups. Even though Dairy milk has the most loyal customers, Cadbury always innovates in Dairy milk in terms of its taste, packaging, etc. The famous Dairy milk Silk, hazelnuts, almonds are some among the few variants of Dairy milk. Cadbury always targets major events and festivals. Successful quality maintenance helped the brand to retain its customers over the years.

Brand Elements: Cadbury pays special attention to connect with the viewers emotionally. It can be seen from its tagline of ‘KuchMeethaHojaye’ to its television advertisements. A message of Dairy milk associating with happy moments and family events will always be conveyed in their messages. Its packaging in the eye-catching

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purple colour easily attracts children. The colour stands for happiness and go well with other colours too. Cadburys has a strong distribution framework which makes sure it hardly goes out of stock. Even though the colour remains purple, Cadbury always changes its packaging to give freshness to the customers. The emotional connection is brought with warmth, passion, the bond of love and relationships and enthusiasm.

Brand Reinforcement:Brand reinforcement refers to the regular monitoring of products at all the levels of PLC to keep in tab the changes in the tastes and preferences of customers. Brand reinforcement reminds customers about the brand and its long-lasting benefits. There is an obvious way to keep the brand in the minds of customers- innovations and research. In addition to these, marketing programs also have to be undertaken to enhance brand awareness and image. Let us see how Cadbury accomplishes brand reinforcement.

Product Line Extension

Cadbury has introduced a variety of products in its chocolate bar category. Different flavours, forms, packaging, and added ingredients contribute to this wide variety of products. This extension has helped Cadbury to add variety to its existing product base and reach a more diverse customer base to entice existing customers with new options.

Promotions

Cadbury has managed to stay at the forefront of consumers’ minds by the constant stream of creative marketing efforts. From adverts such as “Mom’s Birthday” and personalised marketing campaigns such as “Flavourism” to experiential marketing pieces such as “Crème egg café” and “A Glass &A Half Pop-up Shop”, the brand has done it all to capture hearts.

Cadbury World Events

Cadbury conducts a host of fun-filled entertainment events primarily targeted at its young audience. The company has even created a fictional character called , which has become a mascot of sorts for the many events conducted by Cadbury. Some of the prominent events in the UK are Freddo’s Big Top Live Show, Halloween Spooktacular, etc. The above mentioned promotional, event-based, and product line-based strategies have helped the Cadbury brand to retain its brand equity and reinforce the brand in the minds of its consumers.

Brand Revitalisation

Although quite inventive, the “Joy” Campaign, which began in 2012, although quite inventive, was excessively focused on “freshness.” It ignored the major sources of brand equity: generosity of spirit and the classic, well-loved chocolate taste, supported by the product truth of “A Glass and a Half of Milk.” Cadbury’s brand index fell from 44 to a meagre 26. The “Joy” Position was abandoned by 2016. The Cadbury brand rediscovered its roots with the iconic ‘There is a glass of and half inside everyone’ campaign. The adorable “Mom’s Birthday” advert produced as part of the campaign was watched by millions and brought back the generosity, emotion, and love associated with Cadbury. The company followed this up with more quietly emotive and real-life focused ads.

Revitalisation 2020

Cadbury’s new brand revitalisation drive began introducing a new font and a new typeface for the logo and more pronounced designs. The new identity is set to go worldwide by the first quarter of 2021. This massive revitalisation was undertaken by a branding agency named Bulletproof. The newlook aims to reinforce the Cadbury assets when customers look for more natural, authentic, and higher-quality offerings. The beautiful handwriting now has a more contemporary feel; the logotype has been recrafted, the iconic ‘glass and a half of milk’logo of Dairy Milk has been redesigned to emphasise the quality of the ingredients and the classic creamy taste of Dairy Milk. Cadbury, in addition, has also embraced sustainability with its training of employees to look after the environment and helping to plant a million trees in cocoa regions across the world.

Conclusion

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A detailed analysis of the strategic brand management process of Cadbury was done. Taking a glance at the way the brand has positioned and identified itself among customers, it was impressive how Cadbury successfully created such an impact. The core values of quality, taste, and emotion, combined with some brilliant advertisements and campaigns, took place in the customers’ minds. Delivering utilitarian and hedonic value for the customers have deepened how consumers relate to Cadbury. While chocolate means Cadbury for some, others find Cadbury equivalent to love, relationships, and happiness. Cadbury established its brand and presence among the customers’ is an insightful lesson for all businesses and all those to come.

References

Brand Management of Cadbury—PHDessay.com. (2016, 6 December). Retrieved 19 February, 2020, from Free Essays—PhDessay.com website: https://phdessay.com/brand-management-of-cadbury/ Branding and brand management: Cadbury. (n.d.). Retrieved 19 February, 2020, from Bartleby website: https://www.bartleby.com/essay/Branding-and-brand-management-Cadbury-P3TBFSD38RVA Cadbury Chocolate | Cadbury.co.uk. (n.d.). Retrieved 19 February, 2020, from Cadbury Chocolate website: https://www.cadbury.co.uk/ Cadbury UK (@CadburyUK) / Twitter. (n.d.). Retrieved February 19, 2020, from Twitter website: https://twitter.com/CadburyUK Chamat, R. (2015, 7 September). Branding Strategies we can Learn from Cadbury. Retrieved 19 February, 2020, from 8ways website: https://www.8ways.ch/en/digital-news/branding-strategies-we-can-learn-cadbury Premium Chocolate Bars and Candy from CADBURY. (n.d.). Retrieved 19 February, 2020, from https://www.cadburyusa.com/en_us/home.html

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