DAIRY MILK

BRAND MANAGEMENT
SUBMITTED TO: SHAH MUHAMMAD SALEEM

GROUP MEMBERS:

Joham Nasir – 24769

Ramsha Anwer -24573
Hamna Najam – 24205
Aliza Anees Khan – 25928
Mubashir --24161
 TABLE OF CONTENTS

1. COMPANY OVERVIEW HISTORY ………………………………….…………….. 3

2. MISSION ……………….…………………….. 4
3. VISION …………………….. 4

4. POSITIONING STATEMENT ……………………………………. 5

5. UNIQUE SELLING POINT ……………………… 5
6. PRODUCT PORTFOLIO ……………………………………..5
7. PRICING ……………………………………. 6

8. BRAND ELEMENTS ……………………………………………………….. 7

9. BRAND PORTFOLIO ………………………………………………. 8
10. CHANGING PERCEPTION …………………………………………………….. 8
11. BRAND EXPLORATORY ………………………………….. 8
12. BRAND MANTRA OF DAIRY MILK …………………………… 9

13. CUSTOMER-BASED BRAND EQUITY PYRAMID ……………………………………………. 9

I. RATIONALE OF CBBE MODEL ……………………………………….9
II. BRAND SALIENCE ……………………….. 9
III. DEPTH OF AWARENESS ………………………………………..9
IV. BREATH OF AWARENESS …………………………………………………. 10
V. BRAND PERFORMANCE …………………………………. 10
VI. BRAND IMAGERY ……………………………………………………………………. 11
VII. BRAND JUDGEMENTS ………………………………………………… 11
VIII. BRAND FEELINGS ………………………………………….. 12
IX. BRAND RESONACE ……………………………. 12

14. SWOT ANALYSIS ……………………………………………………………………………………13

15. COMPETION ANALYSIS OF DAIRYMILK …………………………………… 15
i. NOVELLA DAIRY MILK VS DAIRY MILK …………………………………. 15

16. COMMUNICATION OBJECIVES OF CADBURY ……………………………………………… 16

17. BRAND COMMUNICATION STRATEGIES ....................................... 17
18. MEDIA STRATEGY ………………..……….. 18
19. KEY STRATEGY ………………………………………………….. 18

20. RECOMMENDATIONS ……………………………………….………… 21

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 COMPANY OVERVIEW HISTORY (CADBURY)

In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in Tea &
Coffee was to be the foundation of Cadbury Limited. For over 100 years Cadbury was a family business.
In 1943 non family directors were appointed. In 1847, the enterprise had prospered to a large factory in
Bridge Street, Birmingham. John Cadbury took his brother Benjamin into partnership and the family
business became Cadbury Brothers Birmingham.

The business moved to Bourneville after outgrowing the Bridge Street Factory. The Workforce had risen
up to 200 after 32 years at Bridge Street. After the death of two brothers in 1899, the company was
privatized. It entered the era of scientific management; it introduced new ideas for their department
like: Advertisement & Cost Analytical Laboratories Sales Department Offices Education & Training for
Works Committee Medical Department employees On 2nd February, Kraft Foods took over 71% shares
of Cadbury. They acquired it totally. But still Cadbury was on top in the market.

This acquisition did not changed people’s mind and their craze for Cadbury Dairy Milk. Cadbury began its
operation in 1948 by importing chocolates and then re-packing them before distributing it in the Indian
market. The company’s main purpose is “Working together to create brands people love" capture the
spirit of what we are trying to achieve as a business.

The company collaborates and works as team to convert products into brand. Simply, “Dairy Milk
spread happiness”! Currently Cadbury India operates in three sectors viz. Chocolate Confectionery, Milk
Food Drinks and in the Candy category. In the Chocolate Confectionery business, Cadbury has
maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5
Star, Perk, Éclairs and Celebrations. Cadbury enjoys a value market share of over 70% - the highest
Cadbury brand share in the world! Cadbury is the "gold standard" for chocolates in India.

The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks
segment our main product is Bourn vita - the leading Malted Food Drink (MFD) in the country. Similarly
in the medicated candy category Halls is the undisputed leader. The Cadbury India Brand Strategy has
received consistent support through simple but imaginative extensions to product categories and
distribution. A good example of this is the development of Bytes. Crispy wafers filled with coca cream in
the form of a bagged snack, Bytes is positioned as "The new concept of sweet snacking".

MISSION

Cadbury Dairy Milk is one of the first companies that has launched chocolate products in the global food

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 market. The story of Cadbury dairy milk started from 1824 when John Cadbury opened its first
store in Birmingham, UK. After the success of his newly opened grocery store, he decided to take his
newly established business to the next level. He started production of dairy milk on commercial scale.
The company manufactured their first chocolate bar in 1847. The innovative use of techniques took the
brand to incredible heights and it became really popular even among the royal family. Cadbury is a very
popular name in the international market. The company is now officially a part of Mondelez
International. Cadbury’s mission statement is, “Cadbury means quality; this is our promise. Our
reputation is built upon quality; our commitment to continuous improvement will ensure that our
promise is delivered.” Cadbury’s mission is to provide the ultimate experience of cocoa to chocolate
lovers. They target quality over quantity and therefore their mission is to serve people with the best
quality chocolate. This is also one of the major reasons of Cadbury’s growth. As mentioned in their
mission statement quality and variety makes it the most loved chocolate brand. One of the major
missions of Cadbury is to maintain quality therefore they try to imitate the footsteps of the founder john
Cadbury to ensure people remain satisfied and loyal to the brand.

VISION

Cadbury’s vision statement is “Working together to create brands people love”. The main vision of the
company is to become close to people’s heart. The company’s vision statement highlights that they
value every individual that is associated with their product and our working every day to win their
consumer’s heart. It can be seen from its different advertisement and marketing campaigns that the
company just don’t only want love but they also want to spread happiness and love through their vast
variety of products. If you see majority of their advertisements are based on spreading happiness by
sharing Cadbury dairy milk with your loved ones. Cadbury gives more value to people over money. They
want to make a community where everyone lives with happiness and harmony whether it is their
employees or consumers, they value everyone. They believe in operating business ethically and works
with integrity so that they can remain people favorite brand.

POSITIONING STATEMENT

Cadbury Dairy milk mostly focuses on emotional advertisements because their main target is to capture
emotions of the people. They try to highlight happy moments like weddings, valentines and birthdays in
their ads and show people sharing dairy milk with each other to express affection and care. This is the
reason why it is positioned like that in consumers mind. To the chocolate lovers, Cadbury Dairy Milk is a
chocolate that provides you with premium quality and taste to people who like chocolate because it

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 spread happy ending to every occasion. They try to focus on “genuine acts of kindness and
generosity”.

UNIQUE SELLING POINT

Cadbury is a big player in the chocolate industry, with competitors such as Galaxy and others.

The richness of the milk chocolate in the Cadbury chocolate bar is its USP, as is the use of the finest
available ingredients to manufacture the product, ensuring that it is of the highest possible quality. They
also use cocoa beans from Africa and support African farmers to make their chocolate bars, so people
will want to buy the chocolate because they will be helping the farmers make a living.

Its slogan, "A glass and a half full of milk," aids in recalling the company and its products.

PRODUCT PORTFOLIO

Dairy milk targets variety of market segments. It targets children to adults ranging from the age (05- 60)
years. It targets both genders male and female. It targets people from upper class, upper middle class
and middle class which mostly falls in SEC A & B. Dairy milk is available in different sizes from 5g, 20g,
90g, etc. It is available in different prices starting from Rs. 10, Rs.20, Rs.200 etc. it available in a number
of different flavors and textures such nut, fruit, cracker, Oreo, and textures like silk and bubbly. Dairy
milk is also available in a number of packaging depending on the occasion. You can find different
packaging for valentines, Christmas and other festive occasions.

PRICING

Dairy milk is available in variety of packaging and prices according to your need. For some of its products
such as Cadbury Silk and Bournville, it uses the price skimming strategy whereby a higher price is
charged. Cadbury Dairy Milk is produced at different sizes; therefore, it is priced economically in order
to attract different customer segments. Cadbury dairy milk products are of high quality which is
reflected through its high product prices. Cadbury never compromises on quality therefore the quantity

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 is comparatively less than competitors but it is rich in taste as it has more milk content in its
chocolate than other brands. The company also provide different bundle offers at different festive
occasions which are comparatively low prices as compared to individual chocolate bought in same
amount as of bundle. This pricing strategy also helps them in boosting their sales.

BRAND ELEMENTS

Dairy Milk has been meticulously built around the world by Cadbury. It has been able to sustain a strong
position in the market. There are many branding elements which have resulted into consistent result of
its success. In India and across the world, the only chocolate wrapped in Purple with the logo of Cadbury
written on it. Color of all other products of Cadbury like Gems which is so colorful.

Packaging which introduces slight of milk splash shows the relation of milk with Cadbury. Insignia Logo
which comes on the packaging in bold vintage Dairy font in white which also shows the relation of milk
with the product. Logo Not only the above three, But there are many more elements due to which the

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 consistent Branding of Dairy Milk is so very popular. Its different Advertisements, its punch lines
etc… It has always kept a strong association with Milk, with slogans such as “a glass and half of full
cream milk in every half pound. And also advertisement which featured a glass of milk pouring out and
forming the Dairy Milk bar.

Also the ad campaigns are also the important element of Dairy Milk. It made chocolate an eating habit
among the consumers, especially the adults. Long back it was a belief that chocolate is only for kids. But
Dairy Milk changed this belief. Also they changed the trend of Sweets (Mithai) during the occasions like
Diwali, New Year etc… Dairy Milk brought a new trend that whether any occasion, Dairy Milk is best for
all. Tolani It also gave some famous dialogues from the ads which people remember always.

They were also the core brand elements of Dairy Milk. Let us see them below:

 The Real Taste of Life- A girl Dancing on Cricket Field

 Khane walo ko Khane ka Bahana Chahiye

 Kuch Meetha Ho Jaye

 Pappu Paas ho Gaya

 Aaj Pehli Tareekh Hai

 Shubh Aarambh

All these above dialogues were form the very famous and popular ad’s of Dairy Milk. By this ad they
wanted to covey to the people that for eating Dairy Milk they do not haveto wait for any occasion. They
can just have it. Whether they are happy or Sad, But Dairy Milk can be taken in any of the mood.

BRAND PORTFOLIO

Worldwide In June 1905, Cadbury launched its first Dairy Milk bar, with a higher proportion of milk and
it became the best selling product of the company by 1913. Fruit and Nut was introduced in 1928. In
2003, Cadbury made Dairy Milk into a family brand by taking the brands like Caramel, Whole Nut, and
Wispa and marketed them as the sub-brands of Dairy Milk. By2006, there were 15 Dairy Milk sub-brands
produced in UK including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies and Cream Egg. In
following two years these brands were discontinued as they were not successful.

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 Indian Market The Dairy Milk Brand alone accounts for approximately 33% of total Cadbury’s
sales. It has made Cadbury the number one confectionery brand in the market.

CHANGING PERCEPTION

Dairy Milk has regular users. They do not have any particular occasion. They just have it. Children and
youngsters play an important role Decision Roles in deciding when to have dairy milk. And now old age
people also are slowly are in decision making. Dairy Milk has changed the scenario of having Occasions
sweet sometimes. They say have it anytime including Diwali, Raksha bandhan, Weddings Dairy Milk have
absolute loylaty status.

Loyalty Status As we know that Dairy Milk is the only Brand who is the only one to promote chocolate as
an important part of Festivals as well as it changed the mind sets of the people that chocolate is not only
for kids but for all. The strategy to target adults was taken further with the help of a brand new
positioning “Kuch Meetha Ho Jaye”. For Indians occasions and festivals have utmost importance and
Dairy Milk rigorously focused on this point and set a new trend of having Dairy Milk in place of “Mithai”
during the occasions.

BRAND EXPLORATORY

Customer Knowledge Cadbury dairy Milk has been trying to get out of the image of” Just another
chocolate” and become something special in the minds of the people.

They have also been trying to position themselves as chocolates for all age groups and not just kids. The
campaign has successfully created a picture in the mind of the customers that Cadbury is not just a
chocolate but means of celebrations. 

BRAND MANTRA OF DAIRY MILK

Dairy Milk also enjoys a great - Brand Recall value when comes to chocolates with Milk. Dairy Milk has
huge command over - its distribution network pining across India. Certain segment feel that price of
innovations with crafted Dairy Milk is high and compared to other brands

It has Brand Image over the years. Strong command over its brand image in India and Europe But other
places it is lacking. Dairy Milk has been able to the recent acquisition of Cadbury which is a globally
established by Kraft Foods may result in brand name known for its somewhat negative effect on the
manufacturing competency and brand.

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 CUSTOMER-BASED BRAND EQUITY PYRAMID
Rationale of CBBE model:
Basic premise: The power of a brand resides in the minds of the customers. The challenge is to ensure
that the customers have the right kind of experiences with the products and services and their
marketing program to create the right brand knowledge structures i. e. Thoughts Feelings Images
Perception & Attitudes Building a strong brand involves a series of steps as part of a “branding ladder”.
It is characterized by a logically constructed set of brand “building blocks”. We need to identify the areas
of strength and weakness and to provide guidance to marketing activities.

BRAND SALIENCE
Brand Salience measures awareness of the brand, how often and how easily the brand is evoked under
various situations or circumstances. It is the same as brand identity i. e. Who are you?

DEPTH OF AWARENESS
It measures how likely it is for a brand element to come in 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 from 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 supports the Cadbury brand. Consumers know that they
can trust a chocolate bar that carries Cadbury branding. The swirling chocolate and glass and a half?
These are powerful images. They both portray a desire for chocolate while the half full glass suggests
core values of goodness and quality. The brand has been successful in establishing the link, in the mind
of the consumer, that Cadbury equals chocolate.

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. Now Dairy Milk
comes in Rs. 5 The campaigns of „Pappu pass ho gaya? and „Miss Palampur? aim to popularize Dairy
Milk connecting it to various usage situations. Three consumer segments of „impulse? , „take home?
and „gift? has been identified. Impulse purchases are usually products bought for immediate
consumption. Take Home confectionary is generally bought in supermarket and is often driven by
specific need.
The specific need or usage can be an occasion. The consumers make more rational decisions like brand

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 influence, price/value relationship. These areas are further subdivided for e. g. the gift sector
comprises special occasions (B?days or festivals) and token or spontaneous gift.

BRAND PERFORMANCE

It describes how well the product meets customers? more functional needs. It transcends the product?s
ingredients and features to include dimensions that differentiate the brand. The Cadbury brand name
has been existence since 1824 when John Cadbury opened his shop in Birmingham, England.

Over the years it has survived in a highly competitive market and developed its competitive advantage.
It is successful in communicating the customers that it is still the ultimate in chocolate pleasure. It has
shown the consistency in performance. The strength of the umbrella brand supports the brand value of
each chocolate bar, thus implying how reliable the brand is. Cadbury’s packaging on the functional level,
the pack was structurally sound to protect the product quality in distribution and storage conditions,
thus the consumers can acknowledge the durability of the product.

The economic life of the product was mentioned in the product as per the respective food regulatory
body. Cadbury’s world famous packaging is comprised of four key elements:

1. Distinctive packaging design.

2. The Cadbury corporate purple color.

3. The glass and a half full of full cream milk logo.

4. The Cadbury script logo.

These elements convey to consumers the memory, distinctiveness and high quality of Cadbury products.
The attractiveness of packaging alone can be instrumental in stimulating a purchase specially impulse
buyers. The brand also comes in various attractive packages for different occasions.

BRAND IMAGERY

It depends on the extrinsic properties of the product including the ways in which the brand attempts to
meet customer’ psychological or social needs. The intangible association to Cadbury includes family
experiences, childhood memories. The product could be bought from supermarket on the insistence of
the child to its parents or from department store or specialty store through impulse buying or for little
pleasures.

The Cadbury as a person is able to create a feeling of warmth, the togetherness of family & friends on
special occasions, to hold those relationships in life which are of prime importance and to savor the
sweet success of winning. The core values of quality, taste and emotion are the pillars of the brand. The
milk pouring on the chocolate bar, the icon represents the unique production process in Cadbury?s

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 Dairy Milk chocolate which uses a glass and a half of full cream Irish milk in every half-pound,
hence the unique taste of the chocolate.

It serves to identify the product, its contents and the manufacturer; The heritage that has been passed
down from the past.

BRAND JUDGMENTS

These are customer’s personal opinions about and evaluations of the brand, which consumers form by
putting together all the different brand performance and imagery associations. Brand Quality:
Consumers trust the brand because there is certain level of quality attached to it. The people buy
chocolates during the auspicious occasion as a token of their love tells the level of trust that the people
have.

Brand Credibility: The brands like Five Star, Perk derive benefit from the Cadbury parentage including
quality and taste credentials. The flagship chocolate brand, Cadbury Dairy Milk which is over 100 years
old, is the third largest largest chocolate brand globally with retail sales of $2 billion. Its revenue grew by
5% in the year 2007 and by further 9% in the first half. Brand Consideration: The brand has been
considered for possible purchase and use not only as a chocolate but it has become a substitute for
sweet. The punchline „Kuch Meetha Ho Jaye? justifies this.

The campaign has been highly successful with the brand endorsement of Amitabh Bachchan and
consumers buy it for occasions like “Diwali” and “Raksha Bandhan” Brand Superiority: The unique taste
of chocolate which comes in a pure form.

BRAND FEELINGS

These are customer’s special responses and reactions to the brand. These are thr feelings that are
evoked by the marketing program or by other means. Warmth The brand evokes a soothing type of
feeling. As the chocolate melts inside our mouths, a similar soothing effect is felt inside our hearts.

The commercial for the cricket match shows how sweet success of winning can be savored by the sweet
taste of Cadbury. It also depicts fun and excitement. Passion It is reflected in the impulse buying nature
of consumers. The commercial featuring a girl with mehndi put on her palms has a strong desire to have
chocolates and she is adamant to have it. Bond of love & relationships the brand provides the

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 consumers with an opportunity to express their love to their family and friends. It is a time to
celebrate and have few precious moments of togetherness.

Enthusiasm The cricket match commercial also reflects the fun & the excitement. The brand makes the
consumers feel excited.

BRAND RESONANCE

It describes the nature of this relationship and the extent to which customers feel that they are “in sync”
with the brand. It is characterized in terms of intensity, or the depth of psychological bond that
customers have with the brand, also the level of activity engendered by this loyalty ( repeat purchase
rates and extent to which customers seek out brand information). Attitudinal attachment

The level of attachment can be judged by the fact that the consumers feel that is a perfect gift for
special occasions. It could be used to express their token of love. The “little pleasures” that can be
derived from the moments of family get-together. The moment consumers think about celebration they
think about the brand. Sense of community The consumers feel a kinship or affiliation with other people
associated with the brand. The commercial in which BigB and his childhood friend exchange their gifts
they feel how much their choices resemble and automatically a feeling of kinship is developed.

The sense of belongingness to that particular brand is generated. Behavioral loyalty The repeat
purchases on various occasion be it Diwali, Christmas or to express their love or vote of thanks, only this
brand comes to the consumers mind. This is the level of loyalty that the Cadbury brand shares with it
consumers

SWOT ANALYSIS

STRENGTHS

 Highly Reputed Company.

Cadbury dairy milk belongs to mondelez international which is a very well-known company all
over the world. Mondelez Pakistan is leading the confectionary industry with major share in

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 Pakistan with 62.4% market share. This company is operating in different countries and dairy
milk is one of the most desired chocolates in the world.

 Aggressive Marketing - Top of the Mind Brand

Cadbury dairy milk is seen everywhere when it comes to marketing. They try to participate in
every campaign and event that are trending around the world. This is the reason why we see
their ads on social media like Facebook, Instagram, etc. they also participate actively in events
that are celebrated across the world like valentines, Eid, birthdays, etc.

 Strong Distribution Network - Excellent reach and accessibility

Cadbury dairy milk is available in almost every shop. Whether it is a super market or a small
shop in your neighborhood, we can always find a dairy milk to satisfy our sweet cravings. This
fact shows how much of a strong distribution does dairy milk follows.

 Offers lots of variants in flavors

since dairy milk is operating around the world, they have to cater different tastes of different
people. This is the reason why they have introduced not only milk chocolate flavor but also Fruit
& Nut, Crackle and Roast Almond, Silk, and many other flavors as well so people can choose
according to their desires. Recently dairy milk also collaborated with Oreo biscuit and formed a
new flavor which was a huge success.

WEAKNESSES

 Food products have a limited shelf life

Cadbury dairy milk is one of the FMCGs product and its downfall is limited shelf life. This is a
food product therefore food products have a faster expiry date than other products and this is
the reason why it is important that customers buy this product quickly due to limited shelf life.

 Lack of penetration in rural

In most of the rural areas, people prefer quantity over quality and since dairy milk is a bit
expensive than its competitors, people prefer to buy other chocolates that are less costly in a
greater quantity. This is the reason why it is hard for Cadbury dairy milk to enter in a rural area
and make successful sales.

 People avoid it for health reasons

Nowadays people are more health conscious than ever. They plan their diets according to
calories they are consuming per day. Due to this factor, many people avoid chocolates since
they are afraid to get fat and risk their fitness.

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 OPPORTUNITIES

 There is a lot of potential for growth

There is always a room to add more ideas and innovation in your product. Same goes for
Cadbury dairy milk as they can include a lot of new ideas in their product as well as packing. For
example, they can introduce new chocolate variants like Strawberry & Bounty and also
collaborate with other companies to form a new innovative product.

 Technological advancements to reduce packaging & shipping costs

since Cadbury is a huge company and their product is shipped all over the world, they can shift
their system more towards technological advancement so that the costs of shipping and
packaging reduces and hence it would lead to overall decrease in the cost of the product.

THREATS
 Social changes
A lot has been changed since past few years and people are becoming more educated and
concerned when it comes to their health and lifestyle. This is one of the negative aspects for
dairy milk because nutrition and healthier lifestyles doesn’t go hand in hand with chocolates and
is affecting demand for the product in the market.

 Brand loyalty is difficult to attain in chocolate market

Cadbury dairy milk falls under low involvement product category and people don’t think so
much before buying a single packet of chocolate. Therefore, this factor causes dairy milk hard to
achieve brand loyalty by its customer as they will easily switch to a new chocolate if they didn’t
find dairy milk in a shop.

COMPETITION ANALYSIS OF DAIRYMILK

Mondelez Pakistan is the parent company of Cadbury Dairy milk which is currently leading the
confectionary industry of Pakistan with 62.4% market share. Cadbury dairy milk is the oldest locally
produce chocolate therefore it has the first mover advantage over the other brands. It already has loyal
customers due to first mover which are hesitant in switching to any other brand due to the unique taste
and quality promised by the brand. It has high customer loyalty due to the hygienic ways followed by

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 the brand while producing different products of dairy milk. Besides this customer has high trust in
the brand due to uniqueness in its products and strong brand image which makes its superior from
other brands. Dairy milk has a really wide distribution network and is almost available everywhere
whether it is kiryana stores, departmental stores, general stores, super marts or petrol marts. The
availability of dairy milk also makes it a market leader and helps in differentiating form other brands.
Cadbury promises to bring continuous improvement in its products according to change in consumer
mindset and upcoming demands of people. this is also the reason why it has introduced a number of
different flavors. The company believes in quality simultaneously working on the growth of the company
as well.

NOVELLA VS DAIRY MILK

One of the competitors of dairy milk in Pakistani market is novella. We see novella as a competitor of
Dairy milk because it is the product of one of the well-known confectionary industries named Candy
Land. Besides this it is a milk chocolate made with premium cocoa. Novella has similar packing as dairy
milk even majority of its advertisement are based on emotional stories just as Cadbury’s. it is also
available in different sizes and price but still somehow it is not able to match the standard of dairy milk
and is only able to capture 4.4% of market share whereas dairy milk captures 30.3% of market share.
Moreover, through their advertisement they tend to target achievers and upper class but in reality, they
are only able to capture share from SEC B & C whereas dairy milk captures majority of their market
share from upper middle class and middle class.

COMMUNICATION OBJECTIVES OF CADBURY

Communication Objectives are - as the name suggests – the process of setting targets for
communication. They describe the target that you want to reach with your planned actions. By
formulating this in advance, it can ultimately be evaluated whether the desired target is reached.

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  Building Awareness
Building Awareness is important for new products and companies that are still unrecognised in a
market. The - often - initial promotion efforts are mainly directed to developing an identity. Aim
for the promotion:

- Effectively reach clients

- Communicating benefits (pointing out benefits for client)

 Providing information
In other situations, it is needed only to help clients in the seeking phase of the purchasing
process. By providing information, you help them in making a choice. There are various forms
depending on the competition in the market. With few competitors, you can keep it descriptive
and only explain what the benefits are. With many competitors, it is possible to compare against
competitors and thus making the advantages relative to the competitors clear.

 Creating interest
Sometimes a potential client is already familiar (aware of) with a certain product/service or
company but hasn’t bought anything (yet). Pushing a client from product awareness towards
making a purchase is an important challenge. Creating a need has a central role here. The
potential client must understand that he/she has a certain need, so that he/she considers
purchasing. Often fundamental human qualities such as emotions, anxiety, sex and humour are
used in order to persuade.

 Corroborating a brand
A purchase is not the highest aim; client satisfaction, and repeat purchases is where the
marketer aims for. After a purchase has been done the marketer can drive a promotion in order
to build a stronger relationship with the client. An example: many shops these days ask for e-
mail addresses for follow-up emails and use client cards for loyalty programmes.

BRAND COMMUNICATION STRATEGIES

ADVERTISING
Cadbury uses advertising to create a long-term image of the product; as a result, Cadbury must be the
market champion and carry the brand message through its media posture; television is the
recommended primary channel of communication due to its mass reach. Cadbury also advertises
through magazines, radio, promotions, online, and other media - Consumers may feel that an

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 extensively advertised brand must offer good value - Cadbury's chocolate has long been the centre
of Cadbury's advertising.

 Kuch meetha ho jaaye

A common theme across most of the ads and encourages to use it whenever there is a craving
forsomething sweet or on festive occasions. Pappu Pas ho gaya* and Badhti Dosti ke Naam' are
some of the more popular ones.

 Shubh Aarambh
it plays on the Indian custom of having something sweet before starting any major event in life.

 Meethe Mein Kuch Meetha Ho Jaaye"

Encourages people to use it as a dessert instead of ice-cream, sweets etc.

 Cadbury Silk #HowFarWillYouGoForLove?

Dairy Milk Silk focuses more on playful romance by showing chemistry between opposite sexes

SALES PROMOTIONS
It can be utilised to dramatize product proposals in the short term.

Customers can enter the ‘Go Another’ Cadbury promotion by purchasing promotionally marked Cadbury
products for a chance to win free chocolate bars. This is only one of Cadbury's many promotions.

PUBLIC RELATIONS
The idea behind public relations is that it delivers advertising to a large audience while also creating a
positive community perception of Cadbury. Cadbury is committed to a strategy of "creating community
value around the world," with a particular focus on investments in education, enterprise, health, and
welfare.

PERSONAL SELLING
Is the most powerful instrument at the end of the buying process, especially when it comes to
establishing consumer preference, conviction, and action. In Cadbury's case, this is primarily about
assisting clients, such as supermarkets, with the setup or organisation of promotions, displays, or
placement.

MEDIA STRATEGY

Regular competitions are held across their social media channels to win Cadbury’s products and tickets
to Cadbury World, which is a great way of engaging their followers and encourage users to contribute
their own content.

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 Cadbury’s have developed a series of their own hashtags that tie in with their running campaigns
and frequent content – for example #FreeTheJoy, which was altered to #UnwrapJoy around the
Christmas period and #JoyCabs, which took place in February and involved dishing out chocolate prizes
to those who took a picture of one of their Cadbury’s Joy Cabs.

They also get involved with trending hashtags, current events and holidays, which keeps their content
relevant and ensures that their tweets are seen when users browse the trending topics. Some recent
examples of this were #MayThe4thBeWithYou and #Easter:

Cadbury run regular competitions through Twitter to win their products, both in the form of interactive
games embedded into a tweet like the fruit machine style Vine below and those encouraging users to
contribute their own photographs in order to win prizes, such as the #JoyCabs campaign. Both methods
have received a lot of engagement from followers and are a great way to build loyalty among fans of the
brand, as well as attracting new consumers.

KEY STRATEGY

The target audience is well defined, and communication tactics, including media vehicles, cover a wide
range of possibilities. The primary focus is school-aged children, and while the advertising message of
milk's healthiness may tempt moms as customers, it is the children who serve as influencers and to
whom advertising and, as a result, the media must speak. The media, as a high-visibility, powerful
presence, and recall value brand, is once again supporting the advertising proposition.

Cadbury's marketing, like its brand personality, reflects the company's relationship with its customers.
Cadbury's Dairy Milk is the brand leader and, in effect, the mouthpiece of the Cadbury's line, attempting
to maintain its position as the almost generic leader of the category while establishing its own region
and sector.

Cadbury for every occasion

Cadbury's product line caters to the demands of all consumers, from children to adults, and from
impulsive purchases to family indulgences. An examination of the 'gift' sector, for example,
demonstrates the need of producing unique items to address niche consumers. Cadbury creates goods
to celebrate holidays such as Christmas, Easter, Valentine's Day, Mother's Day, and Father's Day, as well

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 as other milestones in the calendar. Cadbury uses marketing methods like the "Choose Cadbury"
campaign to promote a relationship between chocolate and certain events, guaranteeing that there is a
Cadbury chocolate product suitable and available for any occasion. There are a lot of brands competing
for our attention in the candy sector.

Choose Cadbury campaign

Cadbury launched a new worldwide marketing campaign titled Choose Cadbury earlier this year.
Extensive research into consumer behaviour and perception led to the development of this method. It's
a campaign that wonderfully exemplifies how a brand can grow and different messages may be
expressed without losing sight of the company's basic strength and values. The established glass and a
half icon serves as the fundamental statement of the Choose Cadbury strategy. Is it a half-full or half-
empty glass? Cadbury advises that we should always see the glass as half full, which appeals to our
emotions. As a result, by selecting Cadbury, we are choosing to embrace the positive.

Cadbury dairy milk OOH campaign

Cadbury's hottest three stars, Dairy Milk Chocolate, Dairy Milk Fruit & Nut, and Dairy Milk Roast
Almond, have blanketed Karachi. Cadbury has also unveiled a new delight shape for the chocolate bar,
which looks similar to the Cadbury bubbly bar. People will associate the sweeter taste of milk chocolate
with rounder curves when it comes to chocolate. Billboards, gantries, pole signs, and flyover pannels are
used in this outdoor campaign, which covers practically all of Karachi's important locations, including
Shara-e-Faisal and Rashid Minas Road. Nursery Flyover, Johar Flyover, Main Karsaz Road Shara-e-
Quaideen, Fairyal Signal Clifton Bridge, Shara-e-Faisal Natta Khan Bridge, Johar Road Johar Morr, Rashid
Minas Road Millennium Mall Nipa Flyover, Rashid Minas Road Millennium Mall Nipa Flyover, Shara-e-
Faisal Gora Qabristan FTC Flyover, KPT Underpass, Korangi road, Shara-e-Faisal PAF, Shaheed-

Over the years

With the passage of time, the brand's identity evolved into what we know today. Cadbury famously
adopted the trademark purple as its primary colour in the early 1900s. Cadbury began claiming exclusive
rights to a specific hue of purple in 1995, but lost those rights in 2013. Cadbury is now using the famous
colour under unregistered rights. Cadbury's Dairy Milk branding has changed over the years.

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 The first Cadbury script emblem emerged on the transport fleet in 1921, but it was not used
extensively until the 1950s. Because it was based on William Cadbury's signature, the script type is
intimately associated with the Cadbury family.

2021: Brighter colours and lower-case writing are used in the makeover, which is the 23rd in the brand's
108-year existence, to give the package more prominence on the shelf. The "Cadbury Glass and a Half"
logo has been retained, but the chocolate shots have been replaced with photos of each flavour after
rivals allegedly duplicated the styling.

RECOMMENDATIONS

• In order to maintain quality of chocolate brand should focus on why their chocolates melt
quickly.

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 • The brand should also target the segment of rural areas for penetration.

• Cadbury Dairy milk needs to position product with higher price properly. For instance, people
think of buying Toblerone not silk.

• They should launch new campaigns. For example, pitch their new flavors as they exist in market
and customization of chocolates.

• Maintain dominance in chocolate segment.

• Many new players are trying to enter Indian market so it should formulate new strategies so as

not to lose market share.

• New channels such as gifting, child connectivity and value for money offering to be the key

growth drives. Grow volume sales at least 20% p. a. over the next years.

• One new major product launch every year.

• FDI will bring in many new products and competitors so Cadbury will have to maintain there

strong market distribution channel so as not to lose market share.

• They need to maintain high standards and should be careful that there product remains sterile.

And is not effected by insects.

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