Presented By: Santosh Koppada Rohit Kumar Sumit Kumar Madhumita Ghosh.
Transcript of Presented By: Santosh Koppada Rohit Kumar Sumit Kumar Madhumita Ghosh.
BRAND DOSSIER ON “CADBURY DAIRY MILK(CDM)”
Presented By:Santosh KoppadaRohit KumarSumit KumarMadhumita Ghosh
Agenda Early history & its evolution
Initial positioning and subsequent repositioning
Advertising
Sales promotion and segmentation strategy
Analysis of product and generic competition
Strategies adopted to tackle competition
Distribution strategy
Market Research analysis
Inference from the research
Early history & evolution
Birth of Cadbury
Schweppes merger & de-merger
Acquisition by Kraft Foods
Penetration of CDM in the Indian market
Evolution & transformation of CDM in India
Initial positioning & subsequent repositioning
Initial positioning: Mainly targeted children
Re-positioning: Appeal to people of all age groups Initiative to reach all classes with different
SKU’s Efforts to replace sweets
Advertising
“The real taste of life”
“Khaane wale ko khaane ka bahaana chahiye”
“Pappu pass ho gaya”
“Shubbh aarambh”
“Kuchh meetha ho jaye”
Sales promotion & segmentation strategy
Sales promotion Major chunk of its budget in Sales Promotion Leverage local preference of CDM as a substitute of sweets “Mishti”
Segmentation Geographic segment Impulse purchasers segment Gift segment Dessert segment
Analysis of product & generic competition to the brand
STRENGTHS:
• No.1 chocolate brand in India• Excellent reach, advertising and accessibility • High brand loyalty• Top of mind
WEAKNESS:
• Limited shelf life• Scandal a few years back
OPPORTUNITIES:
• Better product packaging and preservation • Untapped rural markets
THREATS:
• Other branded and local chocolate manufacturers• Sweets and substitutes
Competitors
PRODUCT
FEATURE
NESTLE AMUL CDM
MARKET
POSITION
2nd 3rd 1st
NO. OF
VARIANTS
Many Few Many
GIFT PACKS Yes No Yes
Strategies adopted to tackle competition
Price – Launching of different SKU’s
Product - Betterment of the product in terms of quality
Promotion – Famous personalities as brand ambassador & advertisements which targeted the sentiments of people
Placement – Widespread availability of the product
Distribution Strategy followed by the brand
Factory
Mother Godown
State Godown
Distributor
Modern Trade
Retailers
Direct Store
Market Research Analysis
Hypotheses :
1. Cadbury Dairy Milk is the favourite chocolate of India across all age groups
2. Cadbury Dairy Milk is a brand known to one and all
3. Cadbury Dairy Milk has strong distribution network
Research Analysis:
Q1. Do you consume chocolate?
Frequently Occasionally Rarely Not at all0
10
20
30
40
50
60
51
37
10
2
Response
Q2. When you think of chocolate what comes to your mind?
Out of a sample of 100, 77 prefer CDM over other brands of Chocolate
Q3.Which age group do you belong to?
Below 20
21 - 30
31 - 40
above 40
0 10 20 30 40 50 60
Age group analysis
Q.4 Name the brand corresponding to the taglines.
CDM 5 star Perk Munch0
102030405060708090
100
77 72
47 54
22 25
52 45
Wrong Right
Out of 99, 77 people are aware of the commercials for CDM
Q.5 Which brand has maximum number of advertisements ?
Out of 99, 77 people are aware of the commercials for CDM
Availability of CDM in different outlets
Out of 100, 62 people have never experienced the unavailability of CDM in any kind of outlets
Parameter – Quality (1- lowest,5-highest)
Out of 100, 61 have rated 5 points to CDM on basis of Quality
Parameter – Packaging (1- lowest,5-highest)
Out of 100, 62 people have rated 5 points on packaging of CDM
Inference from the research
Inference: 1. CDM is the most preferred chocolate across India
for all age groups
2. CDM’s advertisement strategy has been fruitful
3. CDM has a good distribution network