Cadbury dairy milk is cadbury india’s biggest brand and is synonymous with chocolates in india cdm is the largest chocolate brand in india according to the acnielsen org-marg retail audit, it is the undisputed leader by a huge margin its strategy of focussing on power brands and. Brand audit - free download as word doc (doc / docx), pdf file (pdf), text file (txt) or read online for free scribd es red social de lectura y publicación más importante del mundo buscar buscar. Over the horizon 2016: samsung galaxy brand sound by dirty loops - duration: 4:14 삼성전자 뉴스룸 [samsung newsroom] 4,673,288 views.
Cadbury is the first of the uk’s major confectionery companies to add a standard dark milk chocolate option and it follows innovative brands such montezuma’s and divine chocolate who recently introduced premium 54% and 45% cocoa variants, respectively. Brand audit of cadbury dairy milk presented by: group 1: sonia dadlani leena chellani pallavi vats chandan pahelwani nikunj gajara atirek neeraj yashwant table of contents list of figures abstract the journey of cadbury started way back in the year 1905 from bourneville, uk. Cadbury, formerly cadbury's and cadbury schweppes, is a british multinational confectionery company wholly owned by mondelez international (originally kraft foods) since 2010it 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.
Cadbury is the market leader in the indian marketintroduction • • • cadbury dairy milk is a brand of chocolate bar made by the cadbury unit of kraft foods out of which the billion-dollar brand cadbury dairy milk is considered the gold standard for chocolates in india. Karnataka co-operative milk producer’s federation, producing milk, curd, pedhas and paneer under the brand name nandini brittannia ,with lines in biscuits, bread, cake and dairy including products like milk bikis, good day, nutrichoice, milk, yoghurt, cheese and cheese spreads. For someone who wouldn’t have ever tasted a chocolate, the brand feels it was a great idea to showcase aliens getting immersed in the taste of cadbury dairy milk and freeing their inner joy.
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, and emotional connect with consumers, brand repositioning, and rebranding etc. Brand audit of cadbury based on survey analysis and suggestions accordingly. However, with the current economic scenario, cadbury gives special deals, for example cadbury dairy milk bars 20% more (means bigger size) at the same selling price without reducing the price and affecting the brand image.
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 by 2006, there were 15 dairy milk sub-brands produced in uk including shortcake biscuit, wafer, orange chips, mint chips, crispies and cream egg. The journey of cadbury started way back in the year 1905 from bourneville, uk but it came to indian market in 1948 from the time it was introduced in india, dairy milk has been the market leader in the confectionery segment. (mondelez international reports, 2013) mondelez international inc is selling its products in 165 countries, and it is a leader in the world in selling candy, coffee, chocolate, biscuits, etc, with brands such as milka chocolate, cadbury dairy milk, cadbury, lu, jacobs coffee, oreo biscuits and nabisco, trident gum and tang. Scope & approach of brand auditscope & approach of brand audit of cadbury dairy milk is to understand: communication strategies innovative ad campaigns emotional connect with customers brand positioningtolani institute of management studies page 5.
Cadbury dairy milk chocolates how celebrity influences and changes consumer perception cadbury dairy milk-the background sweetest of them alii it all started in 1905 when cadbury's top selling brand, cadbury dairy milk was launched in bournville, uk. Brand audit contents 1 abstract 1 2 introduction 1 21 brand history 1 3 brand audit 2 31 external influences 2 311 pest analysis 2 312 segmentation, targeting and positioning 3 313 marketing mix 3 4 customer based brand equity. Brand equity in the marketing strategy of cadbury cadbury addresses the needs of each and every consumer, from childhood to maturity, from impulse purchase to family treats cadbury designs products to coincide with christmas, easter, valentine’s, mother’s and father’s day and other calendar landmarks.