09-01-2014, 03:18 PM
Brand Audit - Detailed brand audit on Cadbury Dairy Milk
Detailed brand audit .docx (Size: 391.24 KB / Downloads: 52)
Abstract
The journey of Cadbury Dairy Milk started way back in the year 1905 from Bournville, UK but it came to the Indian market in 1948. From the time it was introduced in India, Dairy Milk has been the market leader in the confectionery segment commanding a 30% market share and average daily sales of 1 million bars.
The reason that our group chose Cadbury dairy milk for the brand audit is that it provides us with ample scope to study the various aspects of branding like communication strategies, innovative ad campaigns, establishing an emotional connect with consumers, brand repositioning, rebranding etc.
Introduction
Brand history:
OWNERSHIP:
In 1824 a young Quaker, John Cadbury, opened a shop at 93 Bull shop in a fashionable part of Birmingham. This one-man business, trading mainly tea and coffee, was to be the foundation of Cadbury limited- ' THE FIRST NAME IN CHOCOLATE', today one of the world's largest producers of chocolate. For over 100 years Cadbury was essentially a family business and although non-family directors were appointed for the first time in1943, the company retained many features of a family business until 1962 to form Cadbury Schweppes plc. Cadbury Limited is the confectionary division of this international company.
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.
Branding elements:
The Dairy Milk brand has been meticulously built around the world by Cadbury and it has been able to sustain a strong position in the market, thanks to a strong product (in the form of quality milk chocolate) backed by a clear and consistent branding effect. The core branding elements which have been associated with Dairy milk are discussed below one by one.
Colors
In India and across the world, a chocolate wrapped in purple & gold packaging can be none other than Cadbury Dairy Milk.
Insignia
The ‘Glass and Half of fresh liquid milk’ is the most recognizable graphic associated with Dairy Milk brand. The latest packaging also introduces a slight splash at the end of the falling milk flow. The reasons for using and retaining this graphic design over the years are as follows:
One reason is to graphically depict the functional characteristic of Dairy Milk chocolates – Each pound of Dairy Milk chocolates contains one and a half glass of fresh dairy milk.
The other benefits are built over this and are related to the common association of health and purity with milk. The glass and half represent not only health but also good constituents which go into the making of this chocolate.
Finally these stand for the brand promise of Dairy Milk which is that of quality product through pure and healthy ingredients.
Packaging
The colors and insignia discussed above constitute the packaging of Dairy Milk which now comes in a tamper proof pack.
Finally certain observations associated with the latest Cadbury Dairy Milk packaging are mentioned below
The Cadbury logo now has swirls representing ‘Milk Goodness’ cues
The Cadbury logo is more prominent than ever so as to depict a stamp of quality along with the Dairy Milk brand.
There’s prominent endorsement of the Dairy Milk brand across all variants. This is done by retaining the Purple color scheme and glass and half insignia.
The variants are differentiated by color coding (Red in this case) resulting in product differentiation and maximum impact.
In all, the new package has a more contemporary, functional as well as vibrant look!
Brand portfolio:
WORLDWIDE:
In June 1905, Cadbury's launched its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1913. Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933.
In 2003 Cadbury made Dairy Milk into a family brand by taking existing brands — Caramel, Wispa, Fruit & Nut, and Whole Nut — and marketing them as Dairy Milk sub-brands. The Dairy Milk brand was also introduced as an endorsement brand on children's products such as Cadbury Buttons and Freddo.
By 2006 there were fifteen Dairy Milk sub-brands produced in the UK, including Shortcake Biscuit, Wafer, Orange Chips, Mint Chips, Crispies, and Crème Egg. In the subsequent two years, however, the majority of these new sub-brands proved unsuccessful and were discontinued. In 2008 "Apricot Crumble Crunch" and "Cranberry and Granola" were released as new Dairy Milk variants.
INDIAN MARKET:
The Dairy Milk brand alone accounts for approximately 33% of Cadbury's total chocolate blocks (moulded) and bars sales, making it the number one confectionery brand in the market. The continued success of the Dairy Milk brand is testament to the quality of its brand management.
Real Taste of Life Campaign
Promotion in the early 90's, chocolates were seen as 'meant for kids‘. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life' campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings'. The 'Real Taste of Life' campaign which people still fondly remember was that of a girl dancing on the cricket field which remained etched in everyone's memory, as the most spontaneous & un-inhibited expression of happiness. This campaign went on to be awarded 'The Campaign of the Century', in India at the Abby (Ad Club, Mumbai) awards.