Cadbury Case Study

Cadbury has been around people's life from decades now and it only becomes younger & younger. Be it their Communications, Content Marketing, Advertising or Public Relations, Cadbury seems to excel in everything they do. Here's what we, as students of Symbiosis School of Media & Communication, Bengaluru (Batch 2015-17) think of Cadbury.

*NOTE* This case study has been prepared for internal evaluations and thus references are taken from various case studies, articles, news publications and Cadbury's global website.

2. CADBURY’S
COMMUNICATION
Mission–Cadburymeansquality;
thisisourpromise.Ourreputationis
builtuponquality;ourcommitment
tocontinuousimprovement will
ensurethatourpromiseisdelivered
Vision-Workingtogethertocreate
brandspeoplelove
Tagline-RealTasteofLife

3. BRAND VALUES
Corporate values are rational:
Qualityand Reputation
Emotional values:
Cadburynessthroughout the product portfolio range

4. BRAND ARCHITECTURE
Cadbury is an umbrella brand
The family brand, Cadbury is linked with its famous sub brands, i.e. Cadbury Crème Egg,
Cadbury Roses and Cadbury Flake to name a few

5. BRAND ARCHITECTURE
The family brand identity is communicated by packaging with the Cadbury corporate
purple colour and the distinctive Cadbury logo
Incorporates the company’s mission, vision and values, representing them in a way that
is easily understood by consumers

6. SUB BRANDS LINE EXTENSIONS

7. SUB BRANDS & LINE EXTENSIONS
Cadbury has adopted numerous extension strategies on its core Dairy Milk brand over the
past two decades, and it is clear that due to the intensely competitive nature of the
chocolate confectionery market, those extension strategies are necessary in order to
extend the life of a brand and drive growth in this sector.

8. BCG

9. BCG
Chocolates are cash cows
as it has large assortments in chocolates worldwide & it is the world’s second
confectionary company having high market share in most of the markets.
Biscuits & cakes are stars
reason being that it doesn’t have extensive offerings in this product category for the
customers to choose from but the overall demand of biscuits is still positive.

10. BCG
Beverages business is question mark
although Cadbury’s Bournvitais very popular but their cold chocolates have very
low acceptance in the market & also due to the presence of players like
GlaxoSmithKline, Heinz etc. Cadbury is not able to grab the large chunk of the
market.
Ice-cream & Deserts business is question mark
that’s because of the fact that other players in the same segment have value for
money products & that too at low price. Like in India Amulbeing the leader in this
category is eating the business of the players in the market.

15. HENCE
Cadbury has a power house line-up of products. A company might have 1 or 2 cash cows,
but Cadbury has several with the lions share of the market.
They are
Chocolatebusiness: Dairy milk, Bournville, Five star, Perk, Cadbury eclairs.
In the biscuits segment is the premium Oreo.
In beverages there is Bournvitawhich again is one of the leaders in milk additives.
Halls as a mouth freshener as well as a remedy during cold is used across India.
Thus, with such a strong line of products, Cadbury is bound to lead the chocolates industry.
Due to its extensive range of products, Cadbury is the leading name of chocolates across
the world and has
presence in all 7 continents or 200 countries of the world.

16. SWOT

17. SWOTStrengths
Weakness
Opportunities
Threats
•Consumer Brand
•Strong brand icons
•Strong distribution
•Research and development
•High brand equity
•Problem in differentiating
•Lack of penetration in rural
markets
•Similar association between the
brand and the product.
•Diversification
•Franchising Cadbury brand
•New entrants (Rowntree’sYorkie)
•Dilution of Investment

18. Cadburyisthebiggest
brandnameinthe
chocolatemarketboth
byvolumeandvalue

19. Mass Market Approach
•Older consumers relate to the traditions and heritage of the brand and are more
thoughtful in their purchase decision.
Younger consumers indulge in impulse buying
Consumption depends on a balance of rational and emotional responses to the product
TARGETING

20. CADBURY’S
POSITIONING
STATEMENT
Previous Positioning of Cadbury:
‘Cadbury in every pocket’
Current Positioning of Cadbury:
‘Real taste of life’

21. GLOBAL
POSITIONING

22. Cadbury addresses the needs of each and every consumer, from childhood to maturity,
from impulse purchase to family treats. Cadbury designs products to coincide with
Christmas, Easter, Valentine’s, Mother’s and Father’s Day and other calendar landmarks.
Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a
link between chocolate and these events ensuring there is a Cadbury chocolate product
suitable and available for every occasion. The marketing communications over the years
as well the lovely taste of Cadbury and its consistence have given a fantastic brand
equity to the brand.
GLOBAL POSITIONING

23. INDIAN
POSITIONING

24. INDIAN POSITIONING
Indian connect –Cadbury is one of the few brands which connects so well with the Indian
diaspora. For Indians, family, friends and love are all important parts of their life.
Cadbury has always focused on emotional appeals to connect with the Indian audience.

25. CHALLENGES
Differentiate Cadbury Parent Brand
and Dairy Milk
Maintain a bridge between desired corporate
brand values and essential warmth, vitality i.e.
fundamental to successful growth
Ensure kids remain loyal to Cadbury even in
their 40s

26. CONSUMER BEHAVIOUR
Consumption is similar between boys
and girls
Young consumers are more likely to
impulse buy and purchase a broader
repertoire of products
Hence, the branding and marketing
strategies are heavily focused on the
younger audiences

27. COMMUNICATION
STRATEGY
Communicationstrategyhasmovedfrom
‘meantforkids’to‘kidsinallofus’soas
toappealnottothephysicalagebutthe
mentalageoftheconsumer.
Imposed core chocolate values
embodied in the brand.

28. GLOBAL
BRAND
STRATEGY
Acquisitions
Green-field
development
Local manufacturing

29. FUTURE
LOOKS
LIKE
•Competitively, Cadbury is well positioned
to continue to deliver good growth.
•Increased competition from the combined
Mars-Wrigley or smaller competitors are
looking to encroach on their strong
positions.

30. AartiRamakrishnanIyer
AishwaryaPadmanabhan
AngshumanBose
BhanushreeBrinda
Forum Gangar
Harsh Punmiya
KrunalMakwana
ManjuPillai