BRAND AUDIT ON CADBURY DAIRY MILK

MBA (2011-13)

Group 7

Date: 5th Oct, 12

Compiled by

Lingaraj kar - 11202081

Biswaranjan Rath - 11202082

Satyaki Das - 11202109

Ravi Ranjan - 11202125

Sneha kumari - 11202112

Hrudananda Meher - 11202130

Acknowledgement

I sincerely express my gratitude to those who generously helped me to color the mosaic of this

Brand Audit Report with their knowledge, skills and expertise. I convey my special thanks to

Mr. Arvind Tripathy for giving me an opportunity to do Brand Audit Report and for all the

support that he has extended throughout this period.

I am indebted to my friends who spared their valuable time and taught me a great deal by

extending their constant encouragement and support which guided me throughout the process

and without whose help; the report could not have taken the present shape. They provided me an

enlightened perspective and a very friendly and cordial environment to work in. This has made

the task of preparing the report enjoyable and rewarding.

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Table of Content

Sl no.

Particulars Page no.

1 Introduction 42 Objective of the report 93 Methodology and procedure of work 104 Analysis of data and interpretation 115 Findings, inferences and recommendations 266 Limitations 277 Conclusion 288 Annexure Questionnaire

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Introduction

Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication. 

Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic!

In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic ‘Real Taste of Life’ campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic.

With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of ‘Khaane Waalon ko Khaane ka Bahana Chhayie’ made consumption into a joyful, social occasion.

In 2004, the `Kuch Meetha Ho Jaaye’ campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya’ commercial? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss Palampur’ and the country celebrated the beauty pageant with a difference. The`Kenya’ commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye’ platform, called the `Pay Day’ commercial.

In the year 2010, the `Shubh Aarambh’ campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh’, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers.

With the current campaign ‘Khaane Ke Baad Meetha Mein Kuch Meetha Ho Jaaye’, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

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BRAND AWARENESS

Consumer familiarity with the cadbury dairy milk’s attributes, features and uses is quite strong,

which indicates deep and broad awareness of the cadbury dairy milk and thus, high brand

awareness overall.

Depth of Brand Awareness

Depth of awareness was measured through brand recognition and brand recall of the cadbury

dairy milk within the sample population. Strong brand recognition and recall indicate that the

cadbury dairy milk is strongly embedded in the knowledge structures of consumers.

Brand recall was found to be very strong; consumers’ ability to retrieve the cadbury dairy

milk from memory was high. For example, when asked for chocolate brands in their

immediate consideration set, the cadbury dairy milk was the most mentioned brand by all

respondents. Although for chocolates, the cadbury dairy milk was only mentioned within the

top 4 brands for most of all respondents .Thus, it can be observed the cadbury dairy milk

possesses top-of-the mind awareness when it comes to general chocolate.

Brand recognition was found to be strong. It is very easy for consumers to identify the

cadbury dairy milk . Almost of all respondents knew the cadbury dairy milk is delicious in

eating. Most of all respondents have either seen an cadbury dairy milk advertisement, or

walked past an cadbury dairy milk store promotion in the past month. Most of all respondents

currently consume cadbury dairy milk, maximum number of all respondents recognized

cadbury dairy milk user imagery to be of young and unique in its advertisement. Further, all

respondents were aware of the cadbury dairy milk. About 51% respondents consistently

connected several key associations with the cadbury dairy milk, i.e. price, taste, packaging,

availability and variants in products.

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Breadth of Brand Awareness

Breadth of brand awareness of the cadbury dairy milk was also found to be high as respondents

associated the cadbury dairy milk with a broad range of purchase and consumption situations:

Purchase situations: Consumers associate the cadbury dairy milk with a broad range of

purchase situations. The cadbury dairy milk was named amongst the immediate consideration

set for 85% of all respondents when asked which general phone brands they would consider

should they require a new phone. Roughly 55% of all respondents mentioned the cadbury

dairy milk as their first choice when purchasing a chocolate.

Consumption Situations: Consumers are also broadly aware of how the cadbury dairy milk

can be utilized. 67% respondents mentioned they would use the cadbury dairy milk as it is

sincere about its quality.

BRAND PERSONALITY

A brand personality is something to which the consumer can relate, and an effective brand will

increase its brand equity by having a consistent set of traits. This is the added-value that a brand

gains, aside from its functional benefits. There are five main types of brand personalities:

price, taste, packaging, availability and variants in products.

In respect of cadbury dairy milk it has more of a sophisticated personality as said by 51% of the

total sample size followed by excitement having 49%. Sincerity and competence as a personality

has not been reflected significantly but still has been recognized. Ruggedness as a personality

trait for cadbury dairy milk is negligible.

When we talk of upperclass as a personality for e cadbury dairy milk which they associate with

themselves about 65% of the respondents could identify with it followed by imaginative to which

40% respondents connected to along with imaginative having said by 38% respondents.

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BRAND IMAGE

The cadbury dairy milk’s brand image was found to be strong amongst consumers by price, taste,

packaging, availability and uniqueness in advertising. It was found that most of the respondents

responded positively to these associations. Differences in responses mainly depended on whether

respondents were users or non-users of the cadbury dairy milk. Thus, differing evaluations of the

cadbury dairy milk’s attributes and features could be explained by whether or not consumers use

the cadbury dairy milk. But the overall image as derived from the questionnaire about cadbury

dairy milk was classy.

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BRAND ASSOCIATION

Although consumers generally have the same perceptions as to what are the cadbury dairy milk’s

points of parity, what makes the cadbury dairy milk unique to non-users and users are different

due to different attitudes regarding the cadbury dairy milk’s unique advertising. However, this

indicates consumers do perceive the cadbury dairy milk to possess unique brand associations that

differentiate the cadbury dairy milk from competitors. Based on the high quantitative scores

gathered, it can be observed those unique associations are strong.

Points of Parity: The cadbury dairy milk’s attributes found to be points of parity are

product quality, price, taste, packaging, availability, which were common amongst almost

all the respondents. Around 75% of the respondents had the same view.

Points of Differentiation: Amongst non-users the main point of differentiation would be

the cadbury dairy milk’s touch-screen, as on average. Thus, different attitudes to the same

attributes have led to different perceptions as to what constitute the cadbury dairy milk’s

points of differentiation between users and non-users. Another point of difference was

the affordability as different class of people had different opinion. Around only 30% of

the respondents said that cadbury dairy milk was expensive.

Associations:

When assessment was done regarding the association of cadbury dairy milk with the attributes,

usage situation when purchasing the phone, satisfaction level in terms of attributes and

comparison with other phones like sleek, simple, looks big, heavy, fragile, battery life,

affordable, cool, innovative and easy to use most of the respondents (37%) referred to cadbury

dairy milk being sweet and crunchy (33%) and chew (30.5%). These attributes were given

highest rating by the respondents. So these factors were considered in the analysis.

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Objective of the report

The primary objective is to study the awareness of Cadbury Dairy Milk  among consumer and the image it has created upon them

The main reason for studying Cadbury Dairy Milk  is to understand the customer perception and why they prefer Cadbury Dairy Milk 

To study the positioning and factor differentiator

Scope

Focus Group Users- Male as well as Female Age- 18 years onward

METHODOLOGY

Our research is based on primary data that is collected in and around KIIT University. So our sample includes mostly youngsters.

We have randomly selected 200 respondents and collected feedbacks through questionnaire. Questionnaire contains close ended questions in questionnaire.

Data analysis method

We have used the standard software SPSS to compute various statistical techniques through which I calculated frequency and regration.

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Methodology and Procedure of Work

The research has been designed keeping in view its key objectives and the need of the report. Both descriptive and analytical type of research design is used for this report. It mainly involves surveys and fact finding enquires of different kinds. The analytical research design aid in analysing the existing facts from the data collected from the employees.

Area of study: the area of study is confined to the people of Bhubaneswar, Odisha.

Research instrument: structured questionnaire is used as research instrument for the study.

Questionnaire design: the questionnaire framed for the research study is a structured questionnaire which was pre determined before conducting the survey.

The scale used to evaluate the questions: Likert five point scale (strongly disagree, disagree, somewhat agree, agree, and strongly agree). The questionnaire for the research was framed in a clear manner such that it enables the respondents to understand and answer the question easily.

Sample size: sample size=200

Sampling technique: the researcher has adopted simple random sampling for the study.

Data collection method: (a) Primary data: it is the new or fresh data collected from the respondents through

structured scheduled questionnaire, informal interviews and observation.(b) Secondary data: these are collected from internet and intranet.

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Analysis of data and interpretation

Gender

Age

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Occupation

When you think of Cadbury, which chocolate comes to your mind?

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Which form of chocolate do you like?

How often do you purchase chocolates?

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From which of the following resources, you have come to know about Cadbury Dairy Milk ?

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When do you like to consume Cadbury Dairy Milk?

Price

Taste

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Packaging

Availability

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Variants

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Cadbury Dairy Milk is sincere about its quality

Cadbury Dairy Milk brand represent feminity

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Cadbury Dairy Milk is delicious

Cadbury Dairy Milk is easily available

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Cadbury Dairy Milk is a premium product

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Cadbury Dairy Milk is unique when it comes to advertising

Cadbury Dairy Milk is attractive in terms of its packaging

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If you see an advertisement of Cadbury Dairy Milk do you feel like purchasing and trying?

What is the tag line of Cadbury Dairy Milk?

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Do you believe that now people have become more health conscious that the need for chocolate has declined?

Do you think sugar free Cadbury chocolates should be introduced to attract health conscious people?

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Will you recommend Cadbury Dairy Milk to other people?

Why our recomend Cadbury dairy milk to other people

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Identify Cadbury dairy milk advertisement

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Findings

76.5% respondent uses Cadbury Dairy Milk and most of them is male respondent. This shows that Cadbury Dairy Milk has good number of user and image of Cadbury Dairy Milk is male oriented.

40% of respondent buy Cadbury Dairy Milk once a month. 32.5% of respondent buy once in two months. 14% respondent buys Cadbury Dairy Milk at every purchasing occasion. Remaining 13.5% correspondents buy Cadbury Dairy Milk once in more than three months.These findings shows that those who buys at greater frequencies are either buy small chocolate or they use Cadbury Dairy Milk very often. Those who prefer large chocolate of Cadbury Dairy Milk buy at lesser frequencies.

74% of respondent influenced to use Cadbury Dairy Milk via advertisement which shows that active promotion helped Cadbury Dairy Milk to place itself at TOM of customers. 16% of respondent get influenced by fame and reputation of brand which describe strong brand equity of Cadbury Dairy Milk. 6% get influenced by friend’s recommendation as good words of mouth.

72% respondent came across advertisement of Cadbury Dairy Milk on TV. 19% from magazine. 3%from newspapers.

94.5% of our respondent observed good words of mouth rest didn’t experienced the same.

39% of respondents use Cadbury Dairy Milk when they are happy. 37.5% respondents use when they are celebrating. 10.5% respondents use when they are sad. Rest uses it as they feel more confident after using it.

84% of respondent feel that Cadbury Dairy Milk is male oriented product and rest 16% feel that Cadbury Dairy Milk is meant for females.

29% of respondents use soft variant of Cadbury Dairy Milk. 25.5% respondent uses nutties of Cadbury Dairy Milk. 25% respondent use crunchy variant Cadbury Dairy Milk and 19.5% of respondent use chew variant.0.5% respondents use lemon fresh variant.

85% of respondent feel that Cadbury Dairy Milk is very impressive and convincing. 8.5% feel that Cadbury Dairy Milk is impressive. And rest feels it is somewhat impressive.

75.5% correspondents feel Cadbury Dairy Milk makes them feel cool, young and trendy. 43% correspondents feel Cadbury Dairy Milk is premium brand and 52.2% feels Cadbury

Dairy Milk is close to premium brands. Rest differs in their opinion. Only 2.5% respondents feel that Cadbury Dairy Milk makes them feel confident in social

gathering Cadbury Dairy Milk. 35% feels Cadbury Dairy Milk some what makes them feel confident in social events. Rest do not consider Cadbury Dairy Milk as confidence builder .

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Limitation

This study suffers from following limitation:-

The scope of the study is limited. As the survey is limited only to people of

Bhubaneswar, Odisha. So, the result cannot be generalized to the whole company.

The sample size taken for the survey is small.

The questionnaire did not consist of all factors which affect the brand Cadbury Dairy

Milk.

The responses given by the respondent might suffer from different biases.

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Conclusion

This brand audit finds that the cadbury dairy milk’s brand equity is high overall. Brand

awareness is quite high meaning consumers are very familiar with the cadbury dairy milk. This is

due to high awareness depth and breadth: strong brand recall and recognition exists amongst all

respondents, which is indicated by the ease by which consumers can retrieve the cadbury dairy

milk from memory, as well as identify the cadbury dairy milk and discuss its attributes and

benefits. In addition, consumers connect the cadbury dairy milk to a wide range of purchase

situations and consumption possibilities. The cadbury dairy milk’s brand image is also quite

strong. Consumers in general perceive it to be an “innovative”, i.e. in packaging and promotion.

It also soared high in its personality that was analyzed in the report. Favorability of associations

differed between users and non-users. This could be due to different lifestyles and needs, which

result in different evaluations of the cadbury dairy milks attributes and benefits.

Thus, although brand salience of the cadbury dairy milk is high, differences exist regarding

perceptions of brand performance and brand imagery, resulting in different brand judgement and

feelings. This could be due to an influx of new rival chocolates over the past year that offer

consumer more choice and sets the bar higher for the cadbury dairy milk. Thus, the cadbury

dairy milk needs to continue focusing on its key value drivers of product innovation and

branding efforts to compete effectively in an increasingly competitive chocolate market in future.

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Annexure: Questionnaire

Questionnaire on Cadbury Dairy Milk

Gender - Male [ ] Female [ ]

Age group - 15-25 years [ ] 25-35 years [ ]

35-45 years [ ] 45 years and above [ ]

Occupation - Service [ ] Business [ ] Student [ ] Others [ ]

1. When you think of Cadbury, which chocolate comes to your mind?Dairy Milk [ ] Five star [ ] Bournville [ ]Nutties [ ] Any other[ ]

2. Which form of chocolate do you like?Soft [ ] Nutties [ ]Crunchy [ ] Chew [ ]

3. How often do you purchase chocolates?

Daily [ ] Weekly [ ]

Fortnightly [ ] Monthly [ ]

4. From which of the following resources, you have come to know about Cadbury Dairy Milk ?

Television [ ] Newspapers [ ] Brochures [ ]

Hoarding [ ] Display [ ] Internet [ ]

5. When do you like to consume Cadbury Dairy Milk?

When you are happy [ ] When you are celebrating [ ]

When you are sad [ ] Others [ ]

6. When purchasing Cadbury Dairy Milk, how important is following factors to you?

1.Completely satisfied 2. Satisfied 3.Neutral 4. Dissatisfied 5.Completely dissatisfied

Particulars Completely satisfied

Satisfied Neutral DissatisfiedCompletely dissatisfied

Price

Taste

Packaging

Availability

Variants

7. Complete the following brandPE_K 5_TA_ M_NCH DAI_ Y M_LK

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8. Rate the following: 1. Strongly Disagree 2. Disagree 3.Neutral 4.Agree 5.Strongly Agree

Particulars Strongly Disagree

Disagree Neutral AgreeStrongly Agree

Cadbury Dairy Milk is sincere about its quality.

Cadbury Dairy Milk brand represent feminity.

Cadbury Dairy Milk is delicious.

Cadbury Dairy Milk is easily available.

Cadbury Dairy Milk is a premium product.

Cadbury Dairy Milk is unique when it comes to advertising.

Cadbury Dairy Milk is attractive in terms of its packaging.

9. If you see an advertisement of Cadbury Dairy Milk do you feel like purchasing and trying?Yes [ ] No [ ] Maybe [ ]

10. What is the tag line of Cadbury Dairy Milk? Jo Khaye Kho Jaye [ ] Kuch meetha ho jae [ ]You have to earn it [ ] Mera crunch mahan [ ]

11. Do you believe that now people have become more health conscious that the need for chocolate has declined?Yes [ ] No [ ] Maybe [ ]

12. Do you think sugar free Cadbury chocolates should be introduced to attract health conscious people?Yes [ ] No [ ] Maybe [ ]

13. Will you recommend Cadbury Dairy Milk to other people?Yes [ ] No [ ]

14. Identify Cadbury Dairy Milk advertisement (TICK THE APPROPRIATE ONE)

[ ] [ ] [ ]

Thank you

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