Cadbury Brand Management: A Comprehensive Analysis

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Brand Management

TABLE OF CONTENTS
Introduction......................................................................................................................................1
Task 1...............................................................................................................................................2
Introduction..................................................................................................................................2
Main body....................................................................................................................................2
Strengthening strategy of brand equity (M1)...........................................................................4
Some validate and Appropriate examples in context of organization (M2)............................4
Conclusion...................................................................................................................................4
Task 2...............................................................................................................................................6
1. Analyze the organization’s brand portfolio strategy...............................................................6
2. Provide an illustration of the hierarchy management of brands within organization’s
portfolio.......................................................................................................................................7
3. Analyze strategies used for managing the equity of the brands within the organization’s
portfolio.......................................................................................................................................7
Portfolio management, brand hierarchies and brand equity using appropriate theories,
models and frameworks (M3)..................................................................................................8
Task 3...............................................................................................................................................9
1. Strengths of the brand that can be leveraged...........................................................................9
2. Weaknesses that may need attention providing some possible suggestions............................9
3. Collaborative and partnership agreements.............................................................................10
Task 4.............................................................................................................................................12
1. Different types of techniques for measuring and managing brand value..............................12
Conclusion.....................................................................................................................................14
References......................................................................................................................................15

Introduction
Brand management is important part of marketing, the overall process of brand management
includes different processes of effective market analysing and making planning accordingly for
promoting the brand among customers. Brand management is effective in developing healthy
relations between customers and organization. The report currently discusses about essence of
brand management considering Cadbury. Cadbury is a famous International organisation of UK
offering different food products. The report will be discussing about different business elements
for supporting brand management considering price, product, and packaging and distribution
channel. The report discusses about different strategies for managing brand equity.
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Task 1
Introduction
In the current study, the concept of effective brand management and its importance will be
discussed considering a very renowned international organisation named Cadbury. Presently,
each and every business organization is effective responsible for effective brand management.
Thus, business organisation sometimes prefers to outsource organisation like Optimum
Impression Ltd’ this function of management function for developing strategies to increasing the
overall customers base.
Main body
Overview of Branding and Brand equity
Brand in marketing term is referred to a mechanism that indicates taglines, signage, slogans for
developing effective connections between the organisation and customers by the offered
products (Aaker, and Biel, 2013). For branding, the organisation conducts different marketing
activities to develop strong customer base and the results of the activities are indicated by
enhanced customer demands and product preferences.
However, brand equity is very effective element in brand management; this will be supportive in
raising interest of the customers for the products and services by the organisation. In case of
Cadbury, product branding through marketing activities of the organisation supports in
enhancing overall customer base by making effective changes in the current programs to
determine various components to achieve branding equity (Aaker,. and Biel, 2013. ).
Brand development through brand pyramid
Different product that has been introduced by Cadbury in the current, market already has a huge
customer base for attainment of high product quality and taste developing higher level of
satisfaction among the customer. However, the main focus of the organisation is to maintain the
same reputation among the customers towards the offered products (Beverland, 2018).
Therefore, the business organisation effectively implement brand pyramid. For strengthening a
brand name, the marketing department and the team needs to consider several stages including
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product advertisement to offer customers with suitable information. Customers of an
organisation is analysed that are attracted and prone to a single brand only. Different stages of
the brand pyramid are discussed below:
Product features, Cadbury has introduced various products in the market and the products have
some common characteristics as well. Thus, a very large number of customers are drawn towards
the product successful belong to different age group. Functional benefits, the main purpose of the
brand is to offer high quality of products without any kind of compromise. This also supports in
maintaining the business cost. Emotional benefits, Along with fulfilment of the customer needs,
the main purpose of branding is to fill the gap between the organisation and customers by
offering high quality and tastier products (Beverland, 2018). The branding of Cadbury is
supported by emotional touch. Core value: The organisation effectively identify the needs and
craving of customer of different age group so that effective business and marketing strategies are
developed determining business value on the basis of team work, leadership, integrity and
experience. Branding idea, The product price offered by Cadbury is quite reasonable that is
easily affordable by customer of middle class and different age group. This is very much
supportive in the business expansion and developing a strong customer base.
Role of marketing department in brand equity
The important element of brand equity is mainly to raise the overall brand value of the
organisation in terms of marketing. Incremented equity will support marketing strategies for
increasing brand awareness and for developing brand picture among different customer. In case
of Cadbury, the department of marketing uses several channels of distributions and strategies of
pricing to attract more customers (Cuneo, et al 2012).
Marketing team plays a significant role for developing different marketing strategies, to spread
awareness among the customers regarding the offered products and to meet customers demand.
Awareness of the customers regarding the brand and product supports in developing customer
relationship. This also supports in achieved customer attention, market demands and increasing
the product value. And thus, the price dynamics and customer attention must be managed
equally. Product innovation does not play a major role, however the department of marketing
supports in R&D function before innovation (Feng, et al 2015.).
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Strengthening strategy of brand equity (M1)
With the support of Keller’s model the organisation can conduct Brand equity increment.
According to this approach, core focus is brand identification. Thus, the organisation need to
perform market research effectively for identifying and addressing need and desires of the
customer and to spread knowledge regarding different products offer by Cadbury considering
similar products available in the current market (Heding, et al2015). As per this model, it can be
stated that for every organisation it is very mush needed to communicate regarding uniqueness in
brand performance through visualization of different products of Cadbury. Brand response is
mostly to signify proper medium of communication must be considered for indicating product
innovation that is very much different from the products offered by competitors. The wide
picture indicates relationship between customer significance by identifying regular purchases,
real inclusion, and attitude links.
Some validate and Appropriate examples in context of organization (M2)
For the current study simple assessment along with simple comparison has been conducted. The
overall products and services offered bt Cadbury is influenced by different international
organisation offering similar products to the customers. With the supports of Keller’s model the
organisation effectively can reflect their necessary outcomes. Strong customer base can be
achieved on the basis of their loyalty towards the brand and for the same Cadbury is expected to
collect regular feedbacks and accordingly the demands and expectation of the customers must be
solved as soon as possible (Dwivedi, et al 2015). By increasing the brand awareness among the
customer the overall market base expansion can be increased effectively. To develop the loyalty
among the customers trust must be enhanced by offering high quality of product and services
through innovation and creativity.
Conclusion
From the above analysis, conclusion can be drawn that effective marketing tools in the
organisation for enhancing the brand and to spread awareness among public. Marketing tools are
effective in supporting the organisation while introducing a very new product in the current
market most preferably by reflecting different traits of the product. Branding in case of Cadbury
will be effective in indicating transparency and visibility of the overall business performances.
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Brand of a product effectively reflects about its identification that supports in developing trust
and loyalty among customers.
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Task 2
1. Analyze the organization’s brand portfolio strategy
Brand portfolio strategy can be reoffered to as integrations of brand with business aims and
objective for satisfying the needs of various target customers. Supportive strategy as per its name
indicates various helpful policies and plans designed for attaining high revenue with involvement
of some unavoidable challenges (Dwivedi, et al 2015). Cadbury can consider brand expansion
through framework development to offer good and healthy products to the customers considering
its quality and taste. The two strategies of brand in Cadbury are:
Branded house: In this strategy, main focus is given upon the parental brand along with subsets
for integrating different customer satisfactory product and services to enhance the brand value
and image. In case of Cadbury, the main brand also its subset is affiliated with a common name
Cadbury only.
House of brands: Product branding is done on the basis of brand subset instead of organization
brand. Cadbury focus on development and motivation of different sub brands rather the
considering the parental brand. In organization like Cadbury, investment is mainly done in
promoting in product and subsets for making effective sale and profits. The product branding
strategy is supportive in enhancing the brand value through proper functional management.
Figure 1: Confectionery product of Cadbury
(Source: www.kisspng.com, 2019)
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2. Provide an illustration of the hierarchy management of brands within organization’s portfolio
Brand hierarchy management is effective designing and development of brands by offering
distinctive products and services. In broad sense, Brand hierarchy management is the link
between or coordination between different strategies of brand management (Keller, 2013). In
case of hierarchy structure of the organisation, the process of decision making is positioned upon
the management of sub brand. Some of the branding level are listed and defined below:
Umbrella branding: In this approach, the organisation choses to apply one single brand name to
retail all the offered products. Organisation with brand equity uses the approach of umbrella
branding for enhancing the brand recognition of the business (Keller, 2016.). Organisational
hierarchy structure is managed and maintained with proper communication and interaction
between customers and different level of employees. In context of marketing, raise in sales of the
products is effective in increasing the parent brand name.
Endorse branding: Brand structure of an organisation can also be developed by offering
different product ranges merging with main brand name. Endorse branding is effective in
attaining customer loyalty, commitment and trust for offered products and services. This
technique is similar to branded house with main driver parent brand. Brand endorsement focuses
on given importance to sub branding.
Product branding: Different products of the organisation are not sold without inclusion of main
or parent brand. In case of Cadbury, chocolates, cookies, beverages, spreads etc. are sold
considering the same brand name.
3. Analyze strategies used for managing the equity of the brands within the organization’s
portfolio
For managing brand equity Cadbury effectively use different strategies as discussed below:
Focus: Main focus of Cadbury is aligning brand elements and developing brand equity for
proper brand management. Focus is on the basis of brand awareness and brand recall. For
instance, Cadbury offers products at low prices to customers to attract them and also focuses on
advertising and promotion to gain high customers attention (Nguyen, et al 2018.). But, according
to the model of brand equity, for a business the brand equity can effectively be enhanced by
spreading brand awareness, through communication regarding product value etc.
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Continuous differentiation: Brand is formed on the basis of some strong pillars considering the
differentiation needs of customers to support the altering business environment (Babatunde, and
Adebisi, 2012). Cadbury must introduce product differentiation to target many customers to gain
competitive benefits for attaining sustainability and profit. This strategy includes endearing new
market share, developing new product, new product taste and changing product packaging for
enhancing product value.
Building brand awareness: Cadbury need to design effective policies and programs for
enhancing the brand awareness and for developing business portfolio (Batra, et al 2012). The
organisation need to focus effectively upon product promotion to attract more number of
customers in new or existing new market through different channels including social media
platform for increasing brand equity (Schultz et al 2015).
The discussed strategies will be very supportive to organisation like Cadbury for managing brand
equity and to increase brand value.
Portfolio management, brand hierarchies and brand equity using appropriate theories,
models and frameworks (M3)
Branding is important marketing strategy tool that is effectively applied by different business
organisation for gaining customer’s attention. Branding will also be effective in supporting and
meeting needs of different customers. For an organisation like Cadbury, for enhancing overall
market share the organisation implement strategy of product differentiate for attaining
competitive success in terms of various national and international competitors that offer product
similar products (Singh, 2012). Portfolio management is matching the business investment with
organisational objectives by effective management of human resources and by balancing
business risks with overall performance. It is expected that Cadbury need to focus on
implementing different business strategies of brand equity to sustain in the current competitive
market. Moreover, Cadbury currently has high customer base with high market position, thus the
main focus of the organisation must be over product differentiation along with enhancement
product quality in affordable price.
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Task 3
1. Strengths of the brand that can be leveraged
The Brand leveraging is a business strategy adopted by organisation by using power of current
brand name for supporting the entry of business with new product and services. Brand leveraging
supports in establishing communication with customers about information of products offered
(Wheeler, 2017). For Cadbury, brand leveraging by changing product quality, adding new
flavours, and packaging etc. For example, Cadbury is protruding among different geographical
locations around the globe. The main brand name used by the organisation like “Cadbury’s Dairy
Milk” has become famous and identifiable among target customers. The product packaging is
simple and the colour used from the initial phases has made the product identification easy
among customers. Currently, Cadbury successfully offers a wide range of product including
chocolate bars, desserts, milkshake etc. Even after having a diversified product Portfolio,
Cadbury effectively endorses its brand among the customers by offering effective information to
consumers.
Brand Leveraging in Cadbury can be considered to be effective as in developing a strong brand
image among target customers supporting in increasing revenues, business expansion at local,
national and global level. Thus, Cadbury is currently offered a range differentiated products
under the name of Cadbury Dairy milk for attracting more customers (Nguyen, et al 2018).
Cadbury is effectively reaching wide customers at global level of about 60 countries through its
strong and wide distribution channel. Additionally, Cadbury also have strong position
considering Brand equity, Brand loyalty, and Brand name’s expansion. Currently, Cadbury has a
very strong portfolio including Bournvita, dairy milk, Five star, Oreo, etc. Because of strong
branding and marketing, Cadbury also has developed premium product with strong brand equity.
Moreover, in terms of competitive benefit, Cadbury offers higher range of product differentiation
to attract more number of customers.
2. Weaknesses that may need attention providing some possible suggestions
One of the most effective decisions of a business organisation is growth and extension of brand.
However, every business comes across various challenges and threats that must be effectively
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mitigated with effective implemtation of strategies with prior identification (Keller, 2013).
Failure of business strategy is found in product quality, and the significance of the brand will be
reduced is the quality is not maintained effectively. Latest innovation is the product and services
offered by the organisation might have either positive or negative impact upon overall reputation
of the brand. The marketing team of the organisation need to perform market research to
understand strength, weakness, opportunity and threats before entering into a new market or
developing a new product (Singh, 2012). Analysis of the current market with proper tools and
technology will support the organisation to understand the needs and expectations of the
customers so that effective business or marketing strategies can be implemented accordingly.
The brand name and strong customer can be considered to be the major strength of Cadbury,
while improper distribution channels in rural or new markets can be considered to be its
weakness. In developing countries, Cadbury fails to attract the customers due to high product
cost that makes the organisation to operate insignificantly. The brand awareness and brand value
of the organisation can be reduced with complaints of customers regarding product quality.
Therefore, Cadbury needs to focus on enhance the product quality and taste along with emphasis
on brand awareness among target customers through effective tools and techniques of promotion
and advertisement.
3. Collaborative and partnership agreements
Business organisation need to develop collaborative relationships with different brand and
espouse partnership with different stakeholders for raising overall market demand of offered
products. Collaboration and partnership is considered to be effective strategies that can be
undertaken by organisation like Cadbury for effective business expansion and brand extension to
increase sales and revenue by operating in wider locations (Chicksand, 2015). In 2018, Cadbury
as an expansion strategy has effectively collaborated and established partnerships by sponsoring
Premier League for attracting more customers by promoting the brands. Cadbury with this
partnership will influence the mind-set of the Football fans. Cadbury chooses to offer free tickets
to customers in case of bulk purchases of chocolate. This type of partnership is considered to be
healthy to attract customers and for enhancing brand name. Agreement of partnership between
brands will be supportive in promoting both the brands at the same instance minimising the
operational cost and time.
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