cadbury report final.docx
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Transcript of cadbury report final.docx
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CONTENTS
1. EXECUTIVE SUMMERY.................................................................................................2
2. COMPANY OVERVIEW...................................................................................................3
2.1. HISTORY (CADBURY).............................................................................................3
2.1.2. CADBURY MILESTONES.........................................................................................4
Visio..................................................................................................................................4
Missio................................................................................................................................!
2.1.3. CADBURY PRODUCTS.............................................................................................!3. BRAND ELEMENTS.........................................................................................................!
4. BRAND POSITIONIN" AND REPOSITIONIN"...........................................................#
!. CHAN"IN" PERCEPTION..............................................................................................$
!.1. CHAN"IN" PERCEPTION OVERTIME THROU"H ADVERTISEMENT...........$
#. POINT O% PARITY (POP) & POINT O% DI%%ERENCE (POD) POPs PODs..............1'
#.1. POPs & PODs O% CADBURY DAIRY MIL.......................................................11
*. BRAND EXPLORATORY...............................................................................................11
$. BRAND MANTRA O% DAIRY MIL............................................................................12
+. CUSTOMER,BASED BRAND E-UITY PYRAMID....................................................12
+.1. RATIONALE O% CBBE MODEL...........................................................................12
+.2. BRAND SALIENCE.................................................................................................13
+.3. DEPTH O% AWARENESS........................................................................................13
+.4. BREADTH O% AWARENESS..................................................................................14
+.!. BRAND PER%ORMANCE.......................................................................................14
+.#. BRAND IMA"ERY..................................................................................................1!
+.*. BRAND /UD"MENTS............................................................................................1!
+.$. BRAND %EELIN"S.................................................................................................1#
+.+. BRAND RESONANCE............................................................................................1*
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1'. !C A0sis...................................................................................................................1*
11. IMPULSIVE CHOCOLATE BUYIN" BEHAVIOR AND PRICIN".............................1+
12 Biio5067.................................................................................................................2'
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2. COMPANY OVERVIEW
2.1. HISTORY (CADBURY)
I 1$24 /o7 C0;
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2.1.2. CADBURY MILESTONES
T78 C0;
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3. BRAND ELEMENTS
D0i5 Mi= 70s 88 89i?
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&. BRAND POSITIONIN' AND REPOSITIONIN'
C0;858 s88 0s K809 :o5 =i;sK
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so?i89 978 >7858 978 ?7i;58 ;i;9 70@8 o8 >i97 978s8@8s 9o 889s 0;
?7o?o098s. Wi97 97is C0;0s 08 9o ?0698; 9709 988085s 9oo ?0 8o
978 C0;&:809
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. POINT O* PARITY (POP) + POINT O* DI**ERENCE (POD) POPs PODs
Poi9 o: P05i9 Poi9 o: Di::858?8
A995i7i?7 058 s95o o9
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. BRAND EXPLORATORY
C8;8 C0;
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0. CUSTOMERBASED BRAND EUITY PYRAMID
(>>>.978?0;o5;658ss.?o .;.)
0.1. RATIONALE O* CBBE MODEL
B0si? 658is8 T78 6o>85 o: 0 50; 58si;8s i 978 i;s o: 978 ?
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0.2. BRAND SALIENCE
B50; S0i8?8 80s0588ss o: 978 50; 7o> o:98 0; 7o> 80si 978 50; is
8@o=8;
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0.. BRAND PER*ORMANCE
I9 ;8s?5i8s 7o> >8 978 65o;
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C0;0597 978 9o897858ss o: :0i &
:5i8;s o s68?i0 o??0sios 9o 7o; 97os8 5809ios7i6s i i:8 >7i?7 058 o: 65i8 i6o590?8
0; 9o s0@o5 978 s>889 s
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0./. BRAND *EELIN'S
T78s8 058 ?$
T78 50; 8@o=8s 0 soo97i 968 o: :88i. As 978 ?7o?o098 89s isi;8 o889 s
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S%ns% o? !o>>7ni$8
T78 ?osi97 o9785 68o68 0sso?i098; >i97 978 50;. T78
?o85?i0 i >7i?7 Bi B 0; 7is ?7i;7oo; :5i8; 8?708 978i5 i:9s 978 :88 7o>
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io@09ios ?oi
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11. IMPULSIVE CHOCOLATE BUYIN' BEHAVIOR AND
PRICIN'
I6
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12 Bi9"io5#=8
1. Ao. .;. ca"ury. [Oi8\ A@0i08 09 7996s>>>.?0;s P./. 2'12.(nter)enerational Bran"in) y Bran" o* Ca"ury. /0i6