BRAND AUDIT ON CADBURY DAIRY MILK

MBA (2011-13) Group 7

Compiled by
Lingaraj kar - 11202081 Biswaranjan Rath - 11202082 Satyaki Das - 11202109 Ravi Ranjan - 11202125 Sneha kumari - 11202112 Hrudananda Meher - 11202130

Acknowledgement

I sincerely express my gratitude to those who generously helped me to color the mosaic of this Brand Audit Report with their knowledge, skills and expertise. I convey my special thanks to Mr. Arvind Tripathy for giving me an opportunity to do Brand Audit Report and for all the support that he has extended throughout this period.

I am indebted to my friends who spared their valuable time and taught me a great deal by extending their constant encouragement and support which guided me throughout the process and without whose help; the report could not have taken the present shape. They provided me an enlightened perspective and a very friendly and cordial environment to work in. This has made the task of preparing the report enjoyable and rewarding.

Table of Content Sl no. 1 2 3 4 5 6 7 8 Particulars Introduction Objective of the report Methodology and procedure of work Analysis of data and interpretation Findings, inferences and recommendations Limitations Conclusion Annexure Questionnaire Page no. 4 9 10 11 26 27 28 29

Introduction Cadbury Dairy Milk (CDM) entered the Indian market in 1948, and since then for consumers across India, the word Cadbury has become synonymous with chocolate. CDM remains at the top of the Indian chocolate market not only because of its most delicious, best tasting chocolate but also because of its memorable communication. Cadbury Dairy Milk encapsulates an enormous breath of emotions, from shared values such as family togetherness, to the personal values of individual enjoyment. It stands for goodness. A moment of pure magic! In the early days, the brand had a huge fan following among kids. In order to build stronger appeal among older age groups, the brand re-positioned itself through the classic Real Taste of Life campaign in 1994. The campaign positioned Cadbury Dairy Milk as the chocolate that awakened the little child in every grown up and very soon, both teenagers and adults, were hooked on to this bar of pure magic. With the launch of the Rs. 5 pack in 1998, CDM became more affordable and hence more accessible for the masses. The ensuing positioning of Khaane Waalon ko Khaane ka Bahana Chhayie made consumption into a joyful, social occasion. In 2004, the `Kuch Meetha Ho Jaaye campaign was launched, seeking to increase CDM consumption by making it synonymous with traditional sweets (Mithai). With Amitabh Bachchan as the face and voice of the brand, the campaign went on to become a huge success. People could relate to the commercials that were aired to promote Cadbury Dairy Milk. How many can forget the `Pappu Pass Ho Gaya commercial? The country cheered on as Pappu fell in love in the Pappu Love Test commercial. Then came`Miss Palampur and the country celebrated the beauty pageant with a difference. The`Kenya commercial that was aired in 2008 celebrated the spirit of cricket and that of true sportsmanship. In 2009, we aired another commercial under the `Kuch Meetha Ho Jaaye platform, called the `Pay Day commercial. In the year 2010, the `Shubh Aarambh campaign was launched, drawing lines from the traditional Indian custom of having something sweet before embarking on something new. With `Shubh Aarambh, Cadbury took the Dairy Milk journey a step further into the hearts of its million lovers. With the current campaign Khaane Ke Baad Meetha Mein Kuch Meetha Ho Jaaye, our aim is to introduce the thought of having a CDM as a post dinner meetha (dessert).

BRAND AWARENESS
Consumer familiarity with the cadbury dairy milks attributes, features and uses is quite strong, which indicates deep and broad awareness of the cadbury dairy milk and thus, high brand awareness overall.

Depth of Brand Awareness Depth of awareness was measured through brand recognition and brand recall of the cadbury dairy milk within the sample population. Strong brand recognition and recall indicate that the cadbury dairy milk is strongly embedded in the knowledge structures of consumers. Brand recall was found to be very strong; consumers ability to retrieve the cadbury dairy milk from memory was high. For example, when asked for chocolate brands in their immediate consideration set, the cadbury dairy milk was the most mentioned brand by all respondents. Although for chocolates, the cadbury dairy milk was only mentioned within the top 4 brands for most of all respondents .Thus, it can be observed the cadbury dairy milk possesses top-of-the mind awareness when it comes to general chocolate.

Brand recognition was found to be strong. It is very easy for consumers to identify the cadbury dairy milk . Almost of all respondents knew the cadbury dairy milk is delicious in eating. Most of all respondents have either seen an cadbury dairy milk advertisement, or walked past an cadbury dairy milk store promotion in the past month. Most of all respondents currently consume cadbury dairy milk, maximum number of all respondents recognized cadbury dairy milk user imagery to be of young and unique in its advertisement. Further, all respondents were aware of the cadbury dairy milk. About 51% respondents consistently connected several key associations with the cadbury dairy milk, i.e. price, taste, packaging, availability and variants in products.

Breadth of Brand Awareness Breadth of brand awareness of the cadbury dairy milk was also found to be high as respondents associated the cadbury dairy milk with a broad range of purchase and consumption situations:

Purchase situations: Consumers associate the cadbury dairy milk with a broad range of purchase situations. The cadbury dairy milk was named amongst the immediate consideration set for 85% of all respondents when asked which general phone brands they would consider should they require a new phone. Roughly 55% of all respondents mentioned the cadbury dairy milk as their first choice when purchasing a chocolate.

Consumption Situations: Consumers are also broadly aware of how the cadbury dairy milk can be utilized. 67% respondents mentioned they would use the cadbury dairy milk as it is sincere about its quality.

BRAND PERSONALITY
A brand personality is something to which the consumer can relate, and an effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits. There are five main types of brand personalities: price, taste, packaging, availability and variants in products.

In respect of cadbury dairy milk it has more of a sophisticated personality as said by 51% of the total sample size followed by excitement having 49%. Sincerity and competence as a personality has not been reflected significantly but still has been recognized. Ruggedness as a personality trait for cadbury dairy milk is negligible.

When we talk of upperclass as a personality for e cadbury dairy milk which they associate with themselves about 65% of the respondents could identify with it followed by imaginative to which 40% respondents connected to along with imaginative having said by 38% respondents.
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BRAND IMAGE
The cadbury dairy milks brand image was found to be strong amongst consumers by price, taste, packaging, availability and uniqueness in advertising. It was found that most of the respondents responded positively to these associations. Differences in responses mainly depended on whether respondents were users or non-users of the cadbury dairy milk. Thus, differing evaluations of the cadbury dairy milks attributes and features could be explained by whether or not consumers use the cadbury dairy milk. But the overall image as derived from the questionnaire about cadbury dairy milk was classy.

BRAND ASSOCIATION
Although consumers generally have the same perceptions as to what are the cadbury dairy milks points of parity, what makes the cadbury dairy milk unique to non-users and users are different due to different attitudes regarding the cadbury dairy milks unique advertising. However, this indicates consumers do perceive the cadbury dairy milk to possess unique brand associations that differentiate the cadbury dairy milk from competitors. Based on the high quantitative scores gathered, it can be observed those unique associations are strong. Points of Parity: The cadbury dairy milks attributes found to be points of parity are product quality, price, taste, packaging, availability, which were common amongst almost all the respondents. Around 75% of the respondents had the same view.

Points of Differentiation: Amongst non-users the main point of differentiation would be the cadbury dairy milks touch-screen, as on average. Thus, different attitudes to the same attributes have led to different perceptions as to what constitute the cadbury dairy milks points of differentiation between users and non-users. Another point of difference was the affordability as different class of people had different opinion. Around only 30% of the respondents said that cadbury dairy milk was expensive.

Associations:
When assessment was done regarding the association of cadbury dairy milk with the attributes, usage situation when purchasing the phone, satisfaction level in terms of attributes and comparison with other phones like sleek, simple, looks big, heavy, fragile, battery life, affordable, cool, innovative and easy to use most of the respondents (37%) referred to cadbury dairy milk being sweet and crunchy (33%) and chew (30.5%). These attributes were given highest rating by the respondents. So these factors were considered in the analysis.

Objective of the report

Scope
Focus Group Users- Male as well as Female Age- 18 years onward

METHODOLOGY
Our research is based on primary data that is collected in and around KIIT University. So our sample includes mostly youngsters. We have randomly selected 200 respondents and collected feedbacks through questionnaire. Questionnaire contains close ended questions in questionnaire. Data analysis method We have used the standard software SPSS to compute various statistical techniques through which I calculated frequency and regration.

Methodology and Procedure of Work The research has been designed keeping in view its key objectives and the need of the report. Both descriptive and analytical type of research design is used for this report. It mainly involves surveys and fact finding enquires of different kinds. The analytical research design aid in analysing the existing facts from the data collected from the employees. Area of study: the area of study is confined to the people of Bhubaneswar, Odisha. Research instrument: structured questionnaire is used as research instrument for the study. Questionnaire design: the questionnaire framed for the research study is a structured questionnaire which was pre determined before conducting the survey. The scale used to evaluate the questions: Likert five point scale (strongly disagree, disagree, somewhat agree, agree, and strongly agree). The questionnaire for the research was framed in a clear manner such that it enables the respondents to understand and answer the question easily. Sample size: sample size=200 Sampling technique: the researcher has adopted simple random sampling for the study. Data collection method: (a) Primary data: it is the new or fresh data collected from the respondents through structured scheduled questionnaire, informal interviews and observation. (b) Secondary data: these are collected from internet and intranet.

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Analysis of data and interpretation

Gender

Age

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Occupation

When you think of Cadbury, which chocolate comes to your mind?

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Which form of chocolate do you like?

How often do you purchase chocolates?

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From which of the following resources, you have come to know about Cadbury Dairy Milk ?

14

When do you like to consume Cadbury Dairy Milk?

Price

Taste
15

Packaging

Availability

16

Variants

17

Cadbury Dairy Milk is sincere about its quality

Cadbury Dairy Milk brand represent feminity

18

Cadbury Dairy Milk is delicious

Cadbury Dairy Milk is easily available

19

Cadbury Dairy Milk is a premium product

20

Cadbury Dairy Milk is unique when it comes to advertising

Cadbury Dairy Milk is attractive in terms of its packaging

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If you see an advertisement of Cadbury Dairy Milk do you feel like purchasing and trying?

What is the tag line of Cadbury Dairy Milk?

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Do you believe that now people have become more health conscious that the need for chocolate has declined?

Do you think sugar free Cadbury chocolates should be introduced to attract health conscious people?

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Will you recommend Cadbury Dairy Milk to other people?

Why our recomend Cadbury dairy milk to other people

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Identify Cadbury dairy milk advertisement

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Findings
76.5% respondent uses Cadbury Dairy Milk and most of them is male respondent. This shows that Cadbury Dairy Milk has good number of user and image of Cadbury Dairy Milk is male oriented. 40% of respondent buy Cadbury Dairy Milk once a month. 32.5% of respondent buy once in two months. 14% respondent buys Cadbury Dairy Milk at every purchasing occasion. Remaining 13.5% correspondents buy Cadbury Dairy Milk once in more than three months. These findings shows that those who buys at greater frequencies are either buy small chocolate or they use Cadbury Dairy Milk very often. Those who prefer large chocolate of Cadbury Dairy Milk buy at lesser frequencies. 74% of respondent influenced to use Cadbury Dairy Milk via advertisement which shows that active promotion helped Cadbury Dairy Milk to place itself at TOM of customers. 16% of respondent get influenced by fame and reputation of brand which describe strong brand equity of Cadbury Dairy Milk. 6% get influenced by friends recommendation as good words of mouth. 72% respondent came across advertisement of Cadbury Dairy Milk on TV. 19% from magazine. 3%from newspapers. 94.5% of our respondent observed good words of mouth rest didnt experienced the same. 39% of respondents use Cadbury Dairy Milk when they are happy. 37.5% respondents use when they are celebrating. 10.5% respondents use when they are sad. Rest uses it as they feel more confident after using it. 84% of respondent feel that Cadbury Dairy Milk is male oriented product and rest 16% feel that Cadbury Dairy Milk is meant for females. 29% of respondents use soft variant of Cadbury Dairy Milk. 25.5% respondent uses nutties of Cadbury Dairy Milk. 25% respondent use crunchy variant Cadbury Dairy Milk and 19.5% of respondent use chew variant.0.5% respondents use lemon fresh variant. 85% of respondent feel that Cadbury Dairy Milk is very impressive and convincing. 8.5% feel that Cadbury Dairy Milk is impressive. And rest feels it is somewhat impressive. 75.5% correspondents feel Cadbury Dairy Milk makes them feel cool, young and trendy. 43% correspondents feel Cadbury Dairy Milk is premium brand and 52.2% feels Cadbury Dairy Milk is close to premium brands. Rest differs in their opinion. Only 2.5% respondents feel that Cadbury Dairy Milk makes them feel confident in social gathering Cadbury Dairy Milk. 35% feels Cadbury Dairy Milk some what makes them feel confident in social events. Rest do not consider Cadbury Dairy Milk as confidence builder .

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Limitation This study suffers from following limitation: The scope of the study is limited. As the survey is limited only to people of Bhubaneswar, Odisha. So, the result cannot be generalized to the whole company. The sample size taken for the survey is small. The questionnaire did not consist of all factors which affect the brand Cadbury Dairy Milk. The responses given by the respondent might suffer from different biases.

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Conclusion
This brand audit finds that the cadbury dairy milks brand equity is high overall. Brand awareness is quite high meaning consumers are very familiar with the cadbury dairy milk. This is due to high awareness depth and breadth: strong brand recall and recognition exists amongst all respondents, which is indicated by the ease by which consumers can retrieve the cadbury dairy milk from memory, as well as identify the cadbury dairy milk and discuss its attributes and benefits. In addition, consumers connect the cadbury dairy milk to a wide range of purchase situations and consumption possibilities. The cadbury dairy milks brand image is also quite strong. Consumers in general perceive it to be an innovative, i.e. in packaging and promotion. It also soared high in its personality that was analyzed in the report. Favorability of associations differed between users and non-users. This could be due to different lifestyles and needs, which result in different evaluations of the cadbury dairy milks attributes and benefits. Thus, although brand salience of the cadbury dairy milk is high, differences exist regarding perceptions of brand performance and brand imagery, resulting in different brand judgement and feelings. This could be due to an influx of new rival chocolates over the past year that offer consumer more choice and sets the bar higher for the cadbury dairy milk. Thus, the cadbury dairy milk needs to continue focusing on its key value drivers of product innovation and branding efforts to compete effectively in an increasingly competitive chocolate market in future.

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Annexure: Questionnaire

Questionnaire on Cadbury Dairy Milk Gender Age group Male [ ] 15-25 years [ ] 35-45 years [ ] Occupation 1. Service [ ] Female [ ] 25-35 years [ ] 45 years and above [ ] Business [ ] Student [ ] Others [ ]

When you think of Cadbury, which chocolate comes to your mind? Dairy Milk [ ] Five star [ ] Bournville Nutties [ ] Any other[ ] Which form of chocolate do you like? Soft [ ] Nutties Crunchy [ ] Chew How often do you purchase chocolates? Daily [ ] Fortnightly [ ] Weekly [ ] Monthly [ ]

[ ]

2.

[ ] [ ]

3.

4.

From which of the following resources, you have come to know about Cadbury Dairy Milk ? Television [ ] Hoarding [ ] Newspapers [ ] Display [ ] Brochures [ ] Internet [ ]

5.

When do you like to consume Cadbury Dairy Milk? When you are happy [ ] When you are sad [ ] When you are celebrating [ ] Others [ ]

6.

When purchasing Cadbury Dairy Milk, how important is following factors to you? 1.Completely satisfied 2. Satisfied Particulars Price Taste Packaging Availability Variants 3.Neutral 4. Dissatisfied Completely satisfied Satisfied 5.Completely dissatisfied Neutral Dissatisfied Completely dissatisfied

7.

Complete the following brand PE_K 5_TA_

M_NCH

DAI_ Y M_LK

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8.

Rate the following: 1. Strongly Disagree 2. Disagree 3.Neutral 4.Agree 5.Strongly Agree Particulars Strongly Disagree Neutral Disagree Cadbury Dairy Milk is sincere about its quality. Cadbury Dairy Milk brand represent feminity. Cadbury Dairy Milk is delicious. Cadbury Dairy Milk is easily available. Cadbury Dairy Milk is a premium product. Cadbury Dairy Milk is unique when it comes to advertising. Cadbury Dairy Milk is attractive in terms of its packaging.

Agree

Strongly Agree

9.

If you see an advertisement of Cadbury Dairy Milk do you feel like purchasing and trying? Yes [ ] No [ ] Maybe [ ]

10. What is the tag line of Cadbury Dairy Milk? Jo Khaye Kho Jaye [ ] You have to earn it [ ]

Kuch meetha ho jae [ ] Mera crunch mahan [ ]

11. Do you believe that now people have become more health conscious that the need for chocolate has declined? Yes [ ] No [ ] Maybe [ ] 12. Do you think sugar free Cadbury chocolates should be introduced to attract health conscious people? Yes [ ] No [ ] Maybe [ ] 13. Will you recommend Cadbury Dairy Milk to other people? Yes [ ] No [ ] 14. Identify Cadbury Dairy Milk advertisement (TICK THE APPROPRIATE ONE)

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Thank you

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