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INTRODUCTION

A brand is a name, term, sign, symbol or design or a combination ofthem, intended to identify the goods and services of one seller or group of

sellers and to differentiate them from those of competitionBrand management is the application ofmarketing techniques to aspecificproduct,product line, orbrand. It seeks to increase a product's

perceived value to the customer and thereby increase brand franchiseandbrand equity. Marketers see a brand as an implied promise that thelevel ofquality people have come to expect from a brand will continuewith future purchases of the same product. This may increase sales bymaking a comparison with competing products more favourable. It may

also enable the manufacturer to charge more for the product. The value ofthe brand is determined by the amount of profit it generates for themanufacturer. A Brand Is more than a Product.Brands are perceptions.Brand is a virtual contract between a company and a customerFailure todeliver on a promise leads to dissatisfaction and so Customerexpectations must be managed is integrated bundle of information andexperiences, Identifies product and maker. Has associations and imageand Brands transform products. Consumers use tangible attributes todecide whether two products are different.

The brand equity is set of brand assets and liabilities linked to a brand, itsname and symbol that add to or subtract from the value provided by a

product or service to a firm and/or to that firms customers David Aaker

The brand elements includes brand name, URLs, logos and symbols,characters, slogans, jingles and packaging.

The strategic brand management process includes the following steps:

Identifying and establishing brand positioning and values Planning and implementing brand marketing programs Measuring and interpreting brand performance Growing and sustaining brand equity

The following report demonstrates the brand management process inCadburys, a British confectionary with more emphasis on Cadburys dairymilk which is the market leader in chocolates in the Indian market.

ABOUT THE COMPANY:

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Cadbury is a British confectionery company, the industry's second-largest globally after the combined Mars-Wrigley. Headquartered inCadbury House in the Uxbridge Business Park in Uxbridge, LondonBorough of Hillingdon, England and formerly listed on the London Stock

Exchange, Cadbury was acquired by Kraft Foods in February 2010. Thecompany was an ever-present constituent of the FTSE 100 from theindex's 1984 inception until its 2010 takeover.

The firm was known as "Cadbury Schweppes plc" from 1969 until a May2008 demerger, which saw the separation of its global confectionery

business from its U.S. beverage unit, which has been renamed Dr PepperSnapple Group In.

Cadbury India is a fully owned subsidy of Kraft Foods Inc. Thecombination of Kraft Foods and Cadbury creates a global powerhouse insnacks, confectionery and quick meals.

With annual revenues of approximately $50 billion, making deliciousproducts for billions of consumers in more than 160 countries. It employapproximately 140,000 people and have operations in more than 70countries.

In India, Cadbury began its operations in 1948 by importing chocolates.After 60 years of existence, it today has five company-ownedmanufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior),Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.

Their core purpose "make today delicious" captures the spirit of whatthey are trying to achieve as a business. They make delicious foods onecan feel good about. Whether watching the weight or preparing tocelebrate, grabbing a quick bite or sitting down to family night, they pourour hearts into creating foods that are wholesome and delicious.

Currently, Cadbury India operates in four categories viz. ChocolateConfectionery, Milk Food Drinks, Candy and Gum category. In theChocolate Confectionery business, Cadbury has maintained itsundisputed leadership over the years. Some of the key brands in India areCadbury Dairy Milk, 5 Star, Perk, clairs and Celebrations.

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Cadbury enjoys a value market share of over 70% - the highest Cadburybrand share in the world! The billion-dollar brand Cadbury Dairy Milk isconsidered the "gold standard" for chocolates in India. The pure taste ofCDM defines the chocolate taste for the Indian consumer.

In the Milk Food drinks segment the main product is Bournvita - theleading Malted Food Drink (MFD) in the country. Similarly in themedicated candy category Halls is the undisputed leader. They recentlyentered the gums category with the launch of our worldwide dominant

bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countriesworldwide.

Since 1965 Cadbury has also pioneered the development of cocoacultivation in India. For over two decades, they have worked with theKerala Agriculture University to undertake cocoa research and releasedclones, hybrids that improve the cocoa yield. Our Cocoa team visitsfarmers and advise them on the cultivation aspects from planting toharvesting. They also conduct farmers meetings & seminars to educatethem on Cocoa cultivation aspects. Their efforts have increased cocoa

productivity and touched the lives of thousands of farmers. Hardly

surprising then that the Cocoa tree is called the Cadbury tree!

Today, as a combined company with an unmatched portfolio inconfectionery, snacking and quick meals, it is poised in our leap towardsquantum growth.

ProductsCadbury plc manufactures chocolates and sweets such as the

popularCadbury Dairy Milk.

Notable product introductions include:

1865: Cocoa Essence 1875: Easter Eggs 1897: Milk Chocolate 1897: Cadbury Fingers 1905: Dairy Milk

1908: Bournville Chocolate 1915: Milk Tray

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1920: Flake 1923: Creme Egg 1929: Crunchie 1938: Roses 1948: Fudge 1960: Dairy Milk Buttons 1968: Picnic 1970: Curly Wurly 1983: Wispa (relaunched 2007) 1985: Boost 1987: Twirl

1992: Time Out 1996: Fuse 2001: Brunch Bar, Dream and Snowflake 2010: Cadbury dairy milk silk(richer, finer milk chocolate)and Wispa Gold

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THE BRAND MANAGEMENT OF

CADBURY DAIRY MILK

The story of Cadbury Dairy Milk started way back in 1905

at Bournville, U.K., but the journey with chocolate lovers inIndia began in 1948.

The variants Fruit & Nut, Crackle and Roast Almond,combine the classic taste of Cadbury Dairy Milk with a variety ofingredients and are very popular amongst teens & adults.

Cadbury Dairy Milk has exciting products on offer - Cadbury Dairy MilkWowie, chocolate with Disney characters embossed in it, and Cadbury

Dairy Milk 2 in 1, a delightful combination of milk chocolate and whitechocolate. Giving consumers an exciting reason to keep coming back intothe fun filled world of Cadbury.

BRAND ELEMENTS OF CADBURY DAIRY MILK

Brand name- Cadbury dairy milk

Brand logo-

Brand ambassador- Cadbury India Ltd announced that mega starAmitabh Bachchan as the company's new brand ambassador. As brandambassador, he will play a key role in brand and product communicationon television, in print and outdoor media.The reason for choosing Mr,Amitabh Bachchan is the timelessness, and the love and trust they both

share with the people across India, makes this an ideal partnership.Moreover, Mr Bachchan has a universal appeal that extends to everyonefrom 6 to 60, just as our chocolates do. We believe his endorsement ofCadbury Dairy Milk will go a long way towards our objective ofincreasing chocolate consumption among all ages of consumers."

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Brand slogans and jingles

"Pappu Pass Ho Gaya"

'Kuch Meetha Ho Jaaye'

Brand packaging

Cadbury has launched a strengthened, new 'purity sealed' packaging forCadbury Dairy Milk. The new packaging for 13g (Rs 5) is doublewrapped for maximum protection. The chocolate is wrapped in aluminumfoil and enclosed in a poly flow pack, which is completely sealed on allsides. In the second phase, the larger Cadbury Dairy Milk packs willcome in poly-coated aluminium foil, which will be heat-sealed and thenwrapped in the branded outer package. Both these steps are a 'first ever' inchocolate packaging in India.

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BRAND EQUITY

The dimensions of brand equity are as follows:

Brand awareness- Cadburys enjoys a high brand awarenessamong the Indian customers. The recognition and recall of the brand iseasily observed. The vibrant purple colour of the Cadbury packagedesign is easily recognized by the Indian consumer. Cadbury hasachieved this brand awareness through the ever popularadvertisements, promotion and the public relations.

Brand associations- Cadbury dairy milks high brand associationis due to its personal relevance with the customer. People want to haveCadbury dairy milk a sweet dessert when they are going to dosomething auspicious or when they have done something good. Theyassociate the sweetness of the chocolate with good luck andcelebration. Cadburys have made sure that this image of the brand isconsistently presented over time with their strong advertisingcampaigns.

Brand attitudes- consumers has formed a brand attitude towardsCadbury because it satisfy their needs and allow themselves to expresstheir personality and emotions through the brand. The brand attitudeof Cadbury is very favorable as people perceive the brand as a symbolof good luck and celebrations.

Brand attachment- consumers of Cadbury feels strong brandattachment to towards the brand. The company has successfullyachieved the brand attachment with their mass personalized approach.The packaging of the cadburys celebration offers and theadvertisements showcasing the role of Cadburys in relationship

building and enjoying the main essence of life has made theconsumers more attached towards the brand.

Brand activity- with time Cadbury dairy milk has come up withcertain brand activities with direct interation with the consumers. Therecent being the alliance with the reliance world. An innovative tie -upwith Reliance webworld was executed, wherein students across 66examination boards across the company could access their results onRworld through their Reliance mobiles. If they passed a messagecongratulating them on their moment of delight from Dairy Milk was

displayed

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dancing on the cricket field" has remained etched in everyone's memory,as the most spontaneous & un-inhibited expression of happiness.

This campaign went on to be awarded 'The Campaign of the Century', in

India at the Abby (Ad Club, Mumbai) awards.In the late 90's, to further expand the category, the focus shifted towardswidening chocolate consumption amongst the masses, through the'Khanewalon Ko Khane Ka Bahana Chahiye' campaign. This campaign

built social acceptance for chocolate consumption amongst adults, byshowcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated CadburyDairy Milk with celebratory occasions and the phrase "Pappu Pass Ho

Gaya" became part of street language. It has been adopted by consumersand today is used extensively to express joy in a moment of achievementsuccess.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a BronzeLion at the prestigious Cannes Advertising Festival 2006 for 'Best use ofinternet and new media'.

The Strategy:

The task was to get the youth audience to adopt Cadbury DairyMilk in the sweet eating or " muh meetha karna" moments

The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye"captured the thought of celebrating a moment of delight with DairyMilk

A campaign was built around the idea of how "pappu" celebratedpassing his exams with Dairy Milk

The Media:

A multi-media campaign was launched on TV, Internet, Radio andOutdoor

The key was how do own the moment of " pappu passing hisexams" in the media space

An innovative tie -up with Reliance webworld was executed,wherein students across 66 examination boards across the companycould access their results on Rworld through their Reliancemobiles. If they passed a message congratulating them on their

moment of delight from Dairy Milk was displayed

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Two products in the Cadbury range created a dilemma: Wispa andCaramel. Both were standalone products with distinctive identities. Bothhad a loyal consumer base which should not be abandoned.To incorporate these products into the Dairy Milk range called for a fresh

strategy.Cadbury uses a combination brand strategy. The family brand,Cadbury is linked with its famous sub-brands, i.e. Cadbury Crme EggThe family brand identity is firstly communicated by the packaging withthe Cadbury corporate purple colour and the distinctive Cadbury scriptlogo.The sub brand is then distinguished by its own individual script.

The Cadburys dairy milk has come up with a new packaging design with

the following objectives in mind:

Swirls in new logo drawn on Cadbury milk goodness cues.

Cadbury signature enlarged = stamp of quality.

Dairy Milk brand endorsement across all variants.

Colour coding ensures maximum impact and product

differentiation.

Increased Prominence of the Family Brand

Use of Dairy Milk Umbrella

Colour Coding for Differentiation

Maintained Glass and Half Maintained Purpilisation

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The new product:

The new product has been positioned under the family name ofCadburys dairy milk.New CDM Silk is creamier, smoother and tastierand melts in the mouth more easier than ever before .Its bigger, chunkierand curvier cubes pack more taste and pleasure in every bite .CDM Silkis available in 3 variants Milk chocolate, Roast Almond and Fruit &

Nut .provides the most divine Melt in the Mouth feel. CDM Silk is finer

than the finest chocolates and comes in a premium, internationallydeveloped packaging. Attractively priced at Rs. 49 for 69 gms and Rs.99 for 160 gms bar the new CDM Silk will be available in Milkchocolate, Roast Almond and Fruit & Nut variants. smoother, creamierand chunkier the new CDM Silk chocolate has been formulated to

provide superior eat experience. CDM Silk has been speciallyformulated to cater to the Indian consumers craving for smoother,creamier and finer chocolate available internationally. The initialconsumer feedback during the test marketing has been very encouragingand many perceive CDM Silk to be superior to other internationalchocolate brands available in the country.CDM Silk is promoted extensively through a 3600 campaign created byOgilvy & Mather Advertising. The marketing communication willencompass TV, print, outdoor and internet.

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The new campaign

Cadburys Dairy Milk has recently launched a new campaign Shubh

Aarambh ( meaning Auspicious Beginning ). The Shubh Aarambhcampaign reinforces the occasion based positioning of Dairy Milk. The

brand had a previous payday campaign in which it was shown that the

daughter goes for shopping and buying chocolates when the father gets

his salary on the first day of the month. Paydaycampaign evoked mixed

response from the Ad analysts and consumers

The brand has been trying to position itself as a symbol of enjoyment and

celebrations. Indians have the tradition of sharing sweets on auspicious

occasions and also when one initiates a venture/activity. Whether theactivity is small like writing an exam or huge like starting a company,

sharing of sweets is an integral part of the event. The belief is that good

things happen when one starts a venture on a positive note (like sharing

sweets).

Dairy Milk very cleverly captured this tradition and incorporated into its

brand story. The new campaign takes the brand to the centre of this

tradition linking Dairy Milk to Sweet and Auspicious Beginning.

While the previous PayDay campaign was a narrow interpretation of the

occasion based positioning , Shubh Aarambh has given the brand a broad

playing ground. In my opinion, the brand has hit upon a really great BigIdea. The concept is very much Indian and offers huge opportunity for

creatives to weave great stories for the brand.

Watch the launch ad here : Shubh Aarambh

The concept also gels with the brands tagline Kuchch Meetha Ho Jaye

. The launch campaign is targeted at youngergeneration and hence the

brand added a little humor and twist into the campaign.

Shubh Aarambh is a great idea for this great brand. It will

be interesting to see how Dairy Milk milks this idea to the fullest.

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CONCLUSION

Cadbury India's four factories in India churn out close to 8,000 tonnes ofchocolate and the company sells a million bars every day.Cadbury as a

brand has strongly positioned itself in the Indian market becoming themarket leader in the chocolate segment. Their appeal has gained themtarget market for both the kids and the adults and thus a broader marketsegment. It enjoys very high brand equity. Consumers generally associatethe brand with good luck and celebrations. The core purpose of theCadbury plc is to work together to create brands that people love.Cadburys faced a controversy in 2004. There was a worm-infested batchthat triggered a crisis for the company that had always prided itself on itssqueaky clean image. As a result Cadbury improved the packaging and

paid more attention to the way its chocolates were stored by nearly650,000 retailers across the country.

In the aftermath of the controversy, the company launched ProjectVishwas, a retail education programme under which 190,000 retailers inkey states were covered. The programme entailed generating awarenessand providing assistance in improving storage quality.the other measuresto tackle the controversy was through advertisements. One of the adsshowed Bachchan visiting a Cadbury plant, inspecting the systems and

processes and finally consuming a bar of chocolate to be convinced thatthere's nothing wrong with the brand.The other ad featured Bachchan andhis granddaughter to emphasise that the product was absolutely safe forchildren.

Cadbury's Indian operations are not just the largest in Asia but also thecheapest. In India, Cadbury has the largest market share anywhere in the

world and has been the fastest growing FMCG Company in the last threeyears with a compound annual growth rate of 12.5 per cent with a strong

brand presence.

By- PRIOM BISWAS, DOMS, NIT TRICHY

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