Consumer Behavior Report: Cadbury Dairy Milk Brand Marketing Analysis

This report provides a comprehensive analysis of Cadbury Dairy Milk, exploring its brand history, advertising strategies, and impact on consumer behavior. It delves into the use of classical conditioning in Cadbury's advertisements, examining how these techniques influence consumer perception and p...Read More

CONSUMER BEHAVIOR

Table of Contents
INTRODUCTION...........................................................................................................................1
Detailed description of the brand and it's historically advertised...............................................1
Use of Classical conditioning in the brand advertisement..........................................................2
Impact of the brands advertising characteristics on consumer behaviour and in relation to rival
brands in the same category........................................................................................................3
Effectiveness of classical conditioning for Cadbury...................................................................4
Recommendation.............................................................................................................................4
CONCLUSION................................................................................................................................5
REFERENCES................................................................................................................................6

INTRODUCTION
Consumer behaviour is very important concept for marketers to conduct study program.
In this way, the business is very well known about their consumer and their purchasing power at
workplace. Different people have diverse set of perception towards the products and there is
positive impact over the same when companies made of advertisement (Malik, Ghafoor and
Ahmad, 2013). With assessment of behaviour of consumer, the organisation can achieve their
experience and satisfy wants in effective way. In this context, present report is based on Cadbury
which was founded in the year 1824 and it is a British multinational firm. With this respect,
Dairy Milk which is one of the brand which represents Cadbury. This report covers detailed
description of the brand and initial way that was started by the firm for advertisement. Further, it
covers impact of brands advertising characteristics on consumer behaviour, with relation with
rival brands in the same category.
Detailed description of the brand and it's historically advertised
Cadbury Dairy Milk can be determined as one of the major successful product and it can
also be stated to be the most famous chocolate brands. It was in the year 1905 when this product
was launched. During this year, Swiss manufacturers were leaders in market in the field of milk
chocolate. It was George Cadbury who focused on develop a product that consist of more milk
when compared with any think else that actually existed. In June 1905, Dairy Milk was
introduced (Cadbury Dairy Milk is Launched, 2014). At the initial stage, it was sold in
unwrapped blocks and they were easy enough to break down into penny bars. It became will
known during the type of First World War. Further, by the time 1920, it took over UK market
and stating it to be the most preferred milk products. The advertisement of Dairy Milk started in
the year 1928 when cited firm developed a campaign called “glass and a half.” At that time milk
was considered to be highly nutritious and this type of advertisement enables to grab attention of
customers and it also developed sense of healthy food. During the period of 1920's and 1930's,
there were advertisements in which it depicted children's, this was helpful enough to raise the
sales by focusing on children's. During the time of 1950's and 1960's main focus was made on
children's and then Cadbury started to market their product as a gift that can be exchanged to
family, during any type of occasion or festivals. During the 1950's, cited firm started using
television as a major source of advertisement.
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Further, there were many changes that took place in the taste of the products as they
understood on determining the preference of customers and delivering them products
accordingly (Baig and Batavia, 2014). When advertisements on television were helpful enough
to raise the sales and people around the world started knowing about the product. Further,
newspapers were used and in this modern world, cited firm make use of social media that is
helpful enough to understand the requirement of customers. Further, it also allows to have direct
interaction with customers and to know the type of issues that are being faced by them.
Accordingly, steps are taken with the help of which customers satisfaction level is raised.
Use of Classical conditioning in the brand advertisement
In order to make an effective advertisement, it is essential to make sure that there is
consideration that has to be made in which individuals are able to get attracted to the products
and make purchases. It was in the year 1936 when classical conditioning was introduced. The
research focused on understanding the reasons and the time when mammals used to salivate
(Durrani, Godil and Sajid, 2015). It is essential for the firm to develop stimuli and one should get
encouraged to get respond towards stimuli. In an advertisement, it should be able to convey
individuals about the type of products that are being delivered. Further, it should consist of
benefits that the person will get when they will make use of the product that is being advertised.
Association with the product should be made so that customers tent to make purchases for the
product. In such context, there are different type of strategies that are included and these are
helpful enough to raise the profitability and sales. In this context, one of the strategy is making
use of celebrity, this is helpful enough to create unconditional stimuli and this is helpful enough
to develop positive perception within the mind of customers (Maehle and Supphellen, 2015). As
per this approach, there are four different type of stimuli which are as follows:
Unconditioned stimulus: It is a type of response that does not requires the firm to make
their extra efforts to develop stimulus. It occurs naturally, automatically and unconditionally.
Unconditioned response: This is a type of unlearned response which naturally occurs
with respect to unconditional stimulus.
Conditioned stimulus: It is important to make sure that customers are identified and they
are being target in accordance with the type of preferences that they have towards the product.
Conditioned response: This is a type of learned response to previously neutral stimuli.
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In accordance with the study, it can be stated that firm need to include all the required
factors that are helpful enough to develop stimuli for the products that is being advertised (Baum,
Schäfer and Kabst, 2016). With this respect, the advertisements that are shown includes
celebrities and they are helpful to deliver positive impact over the products. This way the rate of
sales and profitability is raised.
Impact of the brands advertising characteristics on consumer behaviour and in relation to rival
brands in the same category
There are different type of characteristics for brand advertising. In this context, the
advertisement is only beneficial when all these characteristics are satisfied. With this respect,
below given are the impact of brand advertising characteristic:
Awareness: This can be determined as one of the characteristic in which advertisement
should such that is helpful to deliver adequate information about the type of products that are
being delivered. With this respect, when customers get to know about Dairy Milk, then it is
favourable enough to make sure that customers are being attracted (Landers, Beattyand
Mothersbaugh, 2015). There are different type of strategies through which awareness can be
raised. With this respect, it includes through television, social media, etc.
Consistency: It is essential that the brand is consistent starting from the purchase of
products till it is being consumed. There are different type of promises that are being made by
other firms and they are not fulfilled. It is important to make sure that the promises that are made
by Dairy Milk should be satisfied.
Loyalty: Customers need to be loyal in order to have regular purchases. Individuals who
are not loyal will not have regular consumption and this only happens when the type of products
that are delivered by the firm is able to satisfied their needs and requirements (Chan, Leung Ng
and Luk, 2013). During the time of festivals, individuals prefer to exchange chocolates like
Dairy Milk. This is a type of costume that is being created by cited firm and people have
accordingly developed their perception.
There are many firms that deliver their customers with similar products and services. In
order to be better from others they make use of strategies that help in raising the customers
purchase rate. With this respect, Cadbury has many competitors. In this context, some of the
main competitors are Mars, Hershey's, Nestle, etc. They different type of product line that are
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delivered by these firms and with the type of quality services that are delivered by them for their
product line is helpful enough to attract customers. In this context, it can be stated that Cadbury
should deliver their customers with high quality services so that they will be able to continue
attracting service users.
Effectiveness of classical conditioning for Cadbury
Use of classical conditioning has been highly beneficial for the current case. It is being
identified that advertisement enables to develop positive perception within the mind of customers
(Malik, Ghafoor and Ahmad, 2013). They are able to develop their understanding towards the
type of products and services that are delivered by the firm. As per the type of effect that has on
consumer behaviour, it can be stated that different people have diverse set of perception for the
advertisement that are present when there is relevant information available and when customers
are able to list out the benefits that they will get through the product, then they will tent to make
purchase. Further, there are strategies that are applied in advertisement in which celebrities make
the sale for the product. It is highly beneficial for the firm as they are able to develop positive
perception within the mind of customers (Baig and Batavia, 2014). In accordance with the
classical conditioning, there are four different type of stimulus, service users can develop their
own stimulus automatically. Some of the stimulus is developed when firm understands the
preference of customers and deliver their products and services.
RECOMMENDATION
In accordance with the analysis made, it can be stated that there a certain
recommendation that can be made for Cadbury Dairy Milk. With this respect, below given are
some of them:
Training: Employees are the face of organisation as they have direct interaction with
customers, they are the in who present the products and services. When employees do not have
proper information about the type of roles and responsibilities that has to be played, then it has a
negative impact on the firm. With this respect, advertisement can be effective when workers put
on their full efforts to support the firm.
Social media: There are many social sites that are available that can be used in order to
make advertisement. There is a negative impact for the firm when the use of advertisement is
high. In order to make advertisement, it involves high cost and so Cadbury should take steps so
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that they will be able to reduce the cost that they incur in advertisements. In this context, social
media should be used more than this can be determined to be the most effective source in order
to raise the sales and cost effective tool.
Meaningful advertisement: Firm should develop advertisement in such a way that they
are able to develop positive impact. Further, with time there are changes in the taste and
preference of customers. It is essential to conduct market research so that they are able needs and
requirement of service users and accordingly changes are made within the products.
Competitive analysis: There are different set of strategies that are being used by the other
firms that deliver their customers with similar set of products and services. It is essential to
conduct frequent analysis for the strategies that are applied by competitors so that cited firm will
be able to make changes in their strategies and customers can be attracted when compared with
its competitors.
Considering customers feedback: There different type of preference that individuals
have for the type of products that are being consumed by them. Considerations should be made
for the type of issues or problems that are being faced by individuals so that product will be able
to be satisfied. Further, the taste and preference changes frequently and so innovations should be
made in order to attract more and more customers.
CONCLUSION
From this report, it can be concluded that firm need to focus on develop their brand
impact. There are certain set of perception that individuals have when they get to listen about any
company. This happens when the rate of information that they have for particular product or
service is high. Further, firm, should conduct frequent market research so that they are able to
understand the taste and preference of customers. As per the findings, changes can be made for
the products and services as per preference of customers.
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REFERENCES
Books and Journals
Baig, A. J. and Batavia, A. R., 2014. Impacts of Customer Satisfaction, Brand Image and
Advertisement on Brand Loyalty of ‘‘Sting (Energy drink)’’with special focus on
Karachi. European Journal of Business and Journalism. 6(37). pp.3.
Baum, M., Schäfer, M. and Kabst, R., 2016. Modeling the Impact of Advertisement‐Image
Congruity on Applicant Attraction. Human Resource Management. 55(1). pp.7-24.
Chan, K., Leung Ng, Y. and Luk, E. K., 2013. Impact of celebrity endorsement in advertising on
brand image among Chinese adolescents. Young Consumers. 14(2). pp.167-179.
Durrani, B. A., Godil, D. I. and Sajid, S., 2015. Impact of brand image on buying behaviour
among teenagers. European Scientific Journal. 11(5).
Landers, V. M., Beatty, S. E. and Mothersbaugh, D. L., 2015. The Effect of Online versus
Offline Retailer-Brand Image Incongruity on the Flow Experience. Journal of Marketing
Theory and Practice. 23(4). pp.370-387.
Maehle, N. and Supphellen, M., 2015. Advertising strategies for brand image repair: The
effectiveness of advertising alliances. Journal of Marketing Communications. 21(6).
pp.450-462.
Malik, M. E., Ghafoor, M. M. and Ahmad, B., 2013. Impact of brand image and advertisement
on consumer buying behavior. World Applied Sciences Journal. 23(1). pp.117-122.
Online
Cadbury Dairy Milk is Launched. 2014. [Online]. Available through:
<https://www.cadbury.co.uk/the-story#cadbury-dairy-milk-is-launched>. [Accesseed on
31st May 2017].
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