JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 14, 2020 Brand Management: Analysis of Cadbury 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 Mondelez International. 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 Foods) 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 India 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 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. 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 4288 JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 14, 2020 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. 4289 JOURNAL OF CRITICAL REVIEWS ISSN- 2394-5125 VOL 7, ISSUE 14, 2020 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