Cadbury Dairy Milk - Marketing Assignment

Misision, Vision, Values, Objectives, Major competitors, Brand elements,(logo, name, slogan, tagline,
color)
Brand inventory ( Brand attributes, Brand positioning, price and distribution, 4P’S, brand portfolio
(organigrama),
1. History
2. Operations
3. Consumer analysis
4. Brand inventory: brand elements (logo, name, slogan, tagline, color) / Product attributes
5. Marketing communication
6. Branding strategies (distribution, pricing, targeting, positioning)
7. Brand portfolio
8. Mental map
9. 4P’s
1. History
Cadbury chocolate is one of the world's most popular brands, with net sales of more than $3 billion
in 2016. But it did not become one of the most famous chocolate brands in the world overnight. It
has a nearly 200-year history, beginning in 1824 when John Cadbury opened a grocery store in
Birmingham, England, selling cocoa and drinking chocolate among other items.
The move from a production-based to a marketing-oriented approach, which includes improved
branding and innovative product appeals, is more in line with the perception of Britain's second
largest confectionery company.(p513)13
Cadbury unified its strengths in production, manufacturing, management, distribution, and
advertisement after several years of adaptation and experimentation, and gained control of the
British confectionery industry. (p513) The value it provided to customers convincingly emphasised
both price and quality, thus counteracting later market theorists' nostrums.(p513) 14
During the interwar era, Cadbury gained a significant lead over the confectionery industry. It was
able to undercut rivals, stimulate demand, and capture customer loyalty through mechanisation,
economies of scale, and internal efficiencies. (p517)
The consumer's desire for rounded, easy prices complicated Cadbury's focus on price reductions.
Purchases were often made on the spur of the moment and with ease of access to points of sale,
highlighting the company's focus on distribution channels and its relationships with wholesalers and
retailers. (p.522).
Greater product differentiation, shifting customer tastes, and the living standards all indicated that
the essence of British confectionery marketing would remain fluid. The benefits of standardisation
and lower costs had not vanished in the market for premium brands.
The commodity that drove the strategy of standardisation and operational productivity was Dairy
Milk. (p.526)
Cadbury's greatest achievement was to satisfy the need for better quality at lower prices. (p.527)

Cadbury's value proposition and Dairy Milk's accomplishments were dependent on the production
and marketing functions remaining central. (p.528)
Cadbury is a world-renowned confectionery company with a diverse range of chocolate, gum, and
candy labels.
2. Operations
In present Cadbury operates in 50 countries world-wide and it is the second largest in the
confectionery segment globally, after his main competitor Mars. Dairy milk is the most successful
product, it is a traditional sweet of Indian culture, very popular in festivals. For several years,
Cadbury Dairy Milk has dominated the chocolate industry. Today, it controls 30% of the Indian
chocolate market in terms of value. Cadbury Dairy Milk began in Bournville, England, in1905, but the
journey of chocolate lovers in India began in 1948. When most Indians think of Cadbury, they think
of the pure flavour of Cadbury Dairy Milk. In 2005- awarded NO.1 most trusted brand in
Mumbai.
3.
Cadbury Mind map
Performance People Image
4. Consumer analysis / Brand positioning
Motivation is characterised as the internal driving force that propels people to take action.
When people's needs, wants, and desires aren't met, they experience tension, according to the
model of motivation process (Schiffman et al, 2008).
Abraham Maslow developed one of the most well-known theories of human motivation,
which explains how customers experience satisfaction with goods and services at various
levels of need. Physiological needs, protection and security needs, social needs, ego needs,
and self-actualization are the five basic levels of needs, according to Maslow. According to
the theory, humans seek gratification from the lowest level (physiological) first, such as food,
Quality
Taste
Innovation
All ages
All social
categories
Usually
Celebration
Affordable

water, air, clothes, and sex. People will pursue higher level needs, such as safety and
protection, after the first level of needs is met.
Chocolate is associated with physiological needs, implying that it is a low-cost, competitive
commodity. As a result, it requires a good key to overtake Marks-Wrigley as the second
largest confectionary market (Conor Carroll 2009). This is a brand in and of itself because
when consumers try a product, they are still concerned about the brand name, which not only
assists customers in identifying their needs and satisfying them, but also assists advertisers in
standing out from their rivals. For this business, which has a strong brand and a long history
dating b ack to 1824 (Conor Carroll2009), it is more effective in gaining customers'
confidence and keeping them as loyal customers. As an example, when he goes to the store to
buy a bar of chocolate, he might consider Cadbury, despite the fact that the price may be
higher than other products, because of the high reputation and quality brand, customers
would pay a higher price for a branded product that they feel has a higher value.
Cadbury not only uses campaigns to promote social concern in their customers, but they also
have a special approach to stimulate their farmers and staff, such as providing more bonuses
and incentives to workers in Ghana and supporting the local community. (Conor Carroll2009)
This is significant because when consumers try Cadbury chocolate, they may believe they
have already paid a fair price for a product that helps workers and contributes a small part to
society's support.
When we consider Cadbury, we can see that they strive to meet the needs of their customers
as best as they can, even going above and beyond what they want, such as Cadbury
Celebrations, which was created to replace conventional gift choices during festival seasons
with a pretty box and nice packaging that is ideal for gifting.
Cadbury has also launched an after-dinner sweet that is aimed primarily at Indian consumers.
Since people in India have a habit of having a sweet dessert after dinner, this product can take
the place of traditional sweets, which are inconvenient and time consuming to prepare. The
commercial focuses on adults rather than children in this section. From this perspective, we
can see that Cadbury is segmenting and positioning their product not just for children, but
also for adults, who are referred to as potential customers.
Cadbury caters to a wide range of consumer segments, including milk chocolate, dark
chocolate, chocolate flakes, chocolate powder, chocolate drinks, and a variety of other items.
Cadbury seeks to offer a sense of convenience and choice within the same brand by targeting
a wide range of consumer segments, lending the strength of their overall brand value to all
Cadbury brands. Customers profit because they can now buy a variety of goods under the
same name, knowing that the consistency, packaging, and flavour will be consistent, rather
than risking trying different brands to buy different chocolate products.

Maslow's hierarchy of needs, model of motivation, and elaboration probability model were
used to see how they are applied to the business in terms of segmentation, targeting, and
positioning, enabling the company to gain significant market share and generate consumer
involvement in order to build greater confidence and brand familiarity through a fun and
casual approach to teaching corporate values to their customers.
Demographic – age: all group ages
- gender: male and female
- income: the price it is affordable; it is accessible for all categories
Behavioural – it is a chocolate that can be bought anytime, it is not just for special
occasion (even the brand it’s always doing special packaging with every special
occasion as: Mothers’ day, Valentin’s day, Easter, etc)
5. Brand inventory: brand elements (logo, name, slogan, tagline, color)/ Product attributes
Cadbury's iconic tagline evokes strong emotions in viewers, emphasising the importance of
eating dairy milk during happy occasions and family gatherings. The purple colour is very
appealing to children and draws their attention. Purple is a colour that goes well with other
colours associated with happiness and joy. It is easy to use in the countries it serves. Its
products are never in short supply, and it goes out of its way to ensure that consumers are
pleased with the quality and taste of its offerings. It changes its packaging on a regular basis
to keep consumers interested, as the same packaging might bore them. However, the colour
of the background is always purple. (Cadbury,2018; Bartleby, 2018).
Cadbury, 2018. About us [Online] Available at: https://www.cadbury.co.uk/products ,
Accessed on ...
Bartleby, 2018. Marketing Audit of Cadbury [online], Available at:
https://www.bartleby.com/essay/BRAND-AUDIT-OF-CADBURY-DAIRY-MILK-
FKL6N3EK6ZYA
Products attributes
Cherry Ripe-rich 'Old Gold' Dark Chocolate smothers ripe juicy cherries and moist coconut.
Crunchie-golden honeycomb smothered in Cadbury's Milk Chocolate 'Dairy Milk'
Flake-delicate, crumbly strands of Cadbury's 'Dairy Milk' chocolate
Picnic combines delicate crisp wafer fingers, chewy caramel temptation, and rice crisp
goodness, all generously encased in Cadbury chocolate.
Roses-a delectable combination of milk and dark chocolates, perfect as a token gesture for
any occasion.
Dairy Milk, Australia's favourite chocolate, contains the goodness of a glass and a half of rich
full cream milk in every 200g.