Brand Audit

Cadbury

Introduction

Cadbury is a British multinational confectionery company.

The second largest confectionery brand in the world after Wrigley's. Cadbury operates in more than 50 countries.

Cadbury is best known for its confectionery products including the Dairy Milk chocolate.

Cadbury was established in Birmingham, England in 1824, by John Cadbury who sold tea, coffee and drinking chocolate

Dairy Milk chocolate, introduced in 1905, used a higher proportion of milk within the recipe compared with rival products.

By 1914, the chocolate was the company's best-selling product.

Audit Methodology

Quantitative method- Survey form created and circulated among the target audience.

Sampling method: Handpicked and snowball method. (reason: specific target group)

Sample size: 30 people Sample includes respondents between 3 age groups, i.e.,

18-24, 25-34, 35-44. The sample includes both male and female

respondents, with no uniformity or equal distribution. The data has been collected over 2 weeks, via online

forms. All graphs represent statistically the data collected and

analyzed.

Prefer Chocolate

Yes81%

No10%

Sometimes9%

Respondents

Brand Association

0

2

4

6

8

10

12

14

16

Cadbury Hersheys Nestle others

Health Factor

Yes70%

No20%

other10%

Respondents

Advertisement Lover

100%

0%

Respondents

Yes No

Quality check

Age Effects

0

5

10

15

20

25

30

Kids &teenagers

Youngsters Adults old age All of theabove

Utility

Yes73%

No17%

Maybe10%

Value for money

Trust Chart

100%

0%

Respondents

Yes No

A to Z

0

5

10

15

20

25

30

Yes No

Dejavu

0

5

10

15

20

25

30

Yes No

Respondents

Logo Effectiveness

Reason Cadbury is

preferred

0

5

10

15

20

25

Taste Price Flavour Variety None All

Preference to brand

Series 1

Battleground

0

5

10

15

20

25

Nestle SA Mars Inc Hershey's Other

Competitors

Emotional Connect

Happiness80%

Love13%

Friendship7%

Emotions

Name It

0

5

10

15

20

25

30

Name 3 products

Tag It!!

Kuch meeta ho jaye

87%

Shubh arambh

6%

Don’t know7%

Tag-line

Innovation

0

0.5

1

1.5

2

2.5

3

3.5

4

4.5

5

chocalatespread

Cookies Pastries

New product line

new product line

Face of The Brand

0

5

10

15

20

25

30

Amitabhbachan

Ranbirkapoor

Don’t know

Brand ambassedor

Brand ambassedor

Long Term Relationships

Votes

10 Years & above 8-10 Years 6-8 Years 0-5 Years

Summary

Attributes: Tasty, reasonable,

Function: Quick sweet bite,

Rewards: alternate for sweets,

products have their individual brand

identity

Values: Love, Respect, sharing is

caring

Personality: kind hearted and

generous man who tries to better your

mood and share happiness.

STP

Segmenting: F&B — Packet food —

Chocolate Products

Targeting: Every age group,

SEC: A+ to C

Sex: Male, Female, Homo

Positioning: Pioneer in Chocolate

industry(overall)

Alternate to sweets (current campaign)

Conclusion

There have been problems in the past that

Cadbury has successfully overcome

No negative responses

Even after being the second largest after

Nestle, people think of Cadbury first

The sub-products have become a brand in

itself like 5 Star and Hide and Seek

People love the brand

Thank You

By: Shreya Kothari

MAPR, DCJ, Mumbai University