B

BRAND AUDIT OF
CADBURY DAIRY
MILK
To: Sir. Amir Saeed
Institute of Business Management
Korangi Creek, Karachi

Submitted by:
Amna Saleem Khan (13115)
Ahsan Afzal (12970)
Maryam Saya (12774)
Zainab Lakhani (12971)
Zohaib Sohail (13099)

Submission Date: 27th March, 2015

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CONTENTS
................................................................................................................................... 1
Letter of Transmittal.............................................................................................. 2
Letter of Acknowledgement.................................................................................. 2
Brief History and Introduction of Cadbury and Dairy Milk...............................3
Brand Audit.............................................................................................................. 5
Brands direct competitiors.................................................................................. 9
Brands INdirect competitiors............................................................................. 10
CADBURYS MARKET SHARE ..........................................................................11
BRAND AWARENESS ......................................................................................... 13
Brand Awareness AND VISIBILITY......................................................................14
BrandS Competitive advantage.........................................................................15
Brand Compared with others.............................................................................. 17
Private Labels........................................................................................................ 22

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LETTER OF TRANSMITTAL
Sir. Amir Saeed,
Faculty,
Institute of Business Management (IoBM),
Karachi.
April 28th, 2014
Dear Mr. Saeed:
Please accept our Brand Management report on Brand Audit of Cadbury
Dairy Milk.
The purpose of writing this report is to understand the important concepts
which highlight Brand Management. The brand audit of Cadbury Dairy Milk
allowed us to understand and learn the efforts required to establish a brand
in the market while at the same time make it endearing to the consumers.
We would like to acknowledge your guidance and support and would also like
to express our heartfelt gratitude for giving us the opportunity to learn which
we feel would be greatly helpful in our future endeavors.
Your intelligence and good judgment is highly appreciated that has helped us
in compiling the information in the form of a report.
Sincerely,
Amna Saleem Khan
Ahsun Afzal
Maryam Saya
Zainab Lakhani
Zohaib Sohail

LETTER OF ACKNOWLEDGEMENT
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First and foremost we'd like to thank Almighty Allah who gave us the strength
and knowledge to complete this report.
We would also like to thank our course instructor Sir. Saeed, for assigning
such an interesting project which has enhanced our analytical skills. We
really want to appreciate her efforts for teaching us Brand Management, like
we have never been taught before, for making every class interesting and for
her valuable support and guidance.
We have made our best effort to cover all aspects required to compile this
report and hope that all information is relevant and comprehensive.

BRIEF HISTORY AND

INTRODUCTION OF CADBURY AND
DAIRY MILK
Cadbury
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Cadbury is a British multinational confectionery company owned by Mondelz

International. It is the second largest confectionery brand in the world after
Wrigley's. Cadbury is headquartered in Uxbridge, London, and operates in more
than fifty countries worldwide.
Cadbury is best known for its confectionery products including the Dairy Milk
chocolate, the Creme Egg, and the Roses selection box.
Cadbury was established in Birmingham in 1824, by John Cadbury who sold tea,
coffee and drinking chocolate. Cadbury developed the business with his brother
Benjamin, followed by his sons Richard and George. George developed the
Bournville estate, a model village designed to give the company's workers improved
living conditions. Dairy Milk chocolate, introduced in 1905, used a higher proportion
of milk within the recipe compared with rival products. By 1914, the chocolate was
the company's best-selling product.
Cadbury merged with J. S. Fry & Sons in 1919 and Schweppes in 1969. Cadbury was
a constant constituent of the FTSE 100 from the index's 1984 inception until the
company was bought by Kraft Foods in 2010

Dairy Milk
Cadbury Dairy Milk is a brand of milk chocolate currently manufactured by Cadbury,
except in the United States where it is made by Mondelz International. It was
introduced in the United Kingdom in 1905 and now consists of a number of
products. Every product in the Dairy Milk line is made with exclusively milk
chocolate.
In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher
proportion of milk than previous chocolate bars, and it became the company's bestselling product by 1914. George Cadbury Junior, responsible for the development of
the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and
Dairy Maid. But when a customers daughter suggested Dairy Milk, the name stuck."
Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by
Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United
Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany
the Dairy Milk bar, to advertise the bar's higher milk content. In September 2012,
Cadbury made the decision to change the shape of the bar chunks to a more
circular shape in order to reduce the weight. The bar had not seen such a significant
change in shape since 1905.
Cadbury Pakistan has grown consistently since its exception in 1993. It has a
manufacturing plant in Hub and enjoys a strong presence in the Pakistani
confectionary market with products including Dairy Milk, clairs, Chocki, Bubbly and
Perk.

Vision and Mission:

Cadburys vision statement is Working together to create bonds, people
loveand its mission is to commit to long term developmentof the chocolate

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industry in Pakistan through substantial foreign capital

management, local infrastructure and talent development.

infusion,

category

Product Line:

BRAND AUDIT
Chocolates which were considered expensive once have now become affordable by
one and all. Most of the chocolate brands in Pakistan produce chocolates in different
sizes that are priced according to their sizes. Dairy Milk in Pakistan has slowly and
steadily tried to provide itself as a substitute to Mitthai or traditional sweets. Due to
the increasing levels of social consciousness, people prefer gifting well wrapped
chocolate packets rather than sweets on occasions and festivals. Taking advantage
of this situation, Dairy Milk in Pakistan has concentrated on changing its packaging
giving the chocolate a premium look for specific occasions.

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With socio-economic changes rapidly taking place, the young and not so young
population led a new life style and chocolate eating is definitely expected to be
widespread and acceptable. There has been a significant growth in the middle class,
with 5.8 million people having upgraded to the quoted middle class which are the
potential consumers of the lifestyle confectionery products.
Therefore, more than 75 per cent of chocolate purchases are impulse. Chocolate
consumption in India and Pakistan has changed since 2005. The conclusion can be
drawn that chocolates are for all and its consumption depends on the perception of
the consumers who consume chocolates. Cadbury and Nestle are the leading
chocolate companies that are present in the market with giant percentage share.
A project was undertaken in the subcontinent region to understand the perception
and behavior of consumers, retail outlet personnel and corporate for the competing
confectionery companies: Cadbury and Nestle. The project hypothesis was
conceived as Cadbury brands are perceived better than Nestle brands. Bourneville
is considered as a luxury product, Dairy Milk is to enjoy a moment and Kit Kat is for
taking a break to the consumers. The study is based on the primary as well as
secondary data. The secondary data was gathered to understand and conclude on
the perception on the social networks and the factual market analysis. The study
depended mainly on the primary data collected through a well-framed and
structured questionnaire to elicit the well-considered opinions of the respondents.
The sample population includes 60 consumers, 35 retail shops and 35 corporate.
The consumers were given 2 sections in questionnaire; General section and Nestle
and Cadbury comparison. Retail shop personnel were not given questionnaire but
interviewed to obtain their insights on the brand perception. Questionnaire method
for retail personnel was not used because they did not had time, many were not
literate but they had market knowledge and Interview method was precise and
accurate to obtain the market insights. Corporate opinion and views on the
confectionery brands were obtained from their blogs, newsletters and online portals
like LinkedIn. The observations and data obtained were analyzed to obtain market
insights and strategy of the company to create such perception among the
stakeholders.
In this study the problem pertains among the variable i.e.; what is general
behavior of consumer and the extent of brand loyalty and influence of one variable
of from the data. As the study is related to the study of consumer behavior and
perception toward chocolates so the research design used was descriptive
study with use of both qualitative and quantitative design. All the respondents were
approached on the basis of simple random sampling in convenient market place to
ensure the accuracy & precision of results. The corporate opinions and views were
collected from online portals LinkedIn and the blogs. The information gathered
through the questionnaires was analyzed and inferred to understand the perception
of chocolate industry.
The observations from the consumer questionnaire concluded that Cadbury brands
are on the top of the respondents mind. Cadbury is well known brand and perceived
as better chocolate brand even after the worm issue that had negative impact on
the brand image for long period. Nestle brand is known but not on the top of the
mind. Kit Kat is a well-known brand among other in Nestle.
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The respondents feed-back provided the insight that chocolate purchase behavior is
impulsive or event-based. The consumers do watch advertisements and get
influenced to buy for some time but the impulse purchase is more often than the
advertisement trigger for chocolate. The brands known or perceived as better
quality are more often bought based on the events. Habitual chocolate consumers
do buy same chocolates where the brands play an important role. Cadbury brands
have more visibility and advertisements that influence the consumers to buy
chocolates. Dairy Milk is the most common brand purchased by the respondents.

Chocolate taste, quality and availability were the major factors influencing the
buying behavior of the chocolates. Consumers mostly go for the chocolates that
have sweet cocoa taste that is mostly in the Dairy Milk. Bourneville is a dark
chocolate and mostly preferred by females during particular occasions. Bourneville
is also used to present as gift for some well-achieved occasion in schools and
colleges. 50% respondents agreed that flavor do influence their purchase behavior
of chocolate. Kit Kat having crunchy wafer inside is also preferred by many
respondents as it is perceived as just a treat product that can be consumed for fun.

The important influencers to buy new chocolates apart from impulse were
advertisements and personality of the consumer who experiments the features of
chocolates. Friends, colleagues or neighbor consumption in peer influence are the
most common influencer to buy chocolates. Apart from these shape, color and
packaging of chocolates also have impact on the consumption of the chocolates.
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Consumers perceive the chocolates should be creative but have taste that is
familiar. This is one reason for the success of Dairy Milk in the market.
The interview from retail outlet personnel was accurate in getting a perfect
understanding of the industry. Based on the interview it was inferred that the
consumers usually buy chocolates when they see them or in exchange of the
unavailable coins. Cadbury and Nestle chocolates were mostly bought by the female
adults or students. During festivals the Celebrations pack of Cadbury was mostly
purchased, so they say that Cadbury had successfully replaced the mithai during
festival. The Cadbury Celebrations pack was mostly used as gifts. Bourneville is said
to be perceived as a chocolate that has to be earned and consumed. Many students
or children and adults buy Dairy milk on a regular basis. Perk and Kitkat both were
purchased by the consumers to consume themselves.

Total 35 blogs and online portals were used to collect data and infer the corporate
insights on the chocolate market and the consumer perception. The reviews inferred
Cadbury as undoubted market leader in Indian chocolate industry. Nestle is
perceived to be as an alternative to Cadbury and not as a separate brand. The
consumers were well informed on the Cadbury chocolates and brand that Cadbury
is perceived as the only chocolate available. Cadburys Dairy Milk has become
acronym for chocolates in Pakistan. The brand communication and image of
Cadbury in Pakistan is much stronger than Nestle. Nestle is slowly building its brand
presence and communicating by advertisement that has achieved much success
but still its a long way for Nestle to truly become a competitor of Cadbury in
Pakistan.
Consumers perceive that the chocolates should be creative but have taste that is
familiar. This was one major reason for the success of Dairy Milk in the market.
Cadbury brand Dairy Milk has maximum visibility on the counter that influences the
purchase. Loyal consumers in chocolates however are rare as consumers do buy
new chocolates but not as frequently as their earlier brands.
Cadbury Dairy Milk in Pakistan has different varieties catering to different tastes. Its
improved glossy/shiny packaging, extensive distribution system, range of pricing for
different sizes and a brand personality of being sincere and competent has
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contributed towards creating a perception that Dairy Milk is a leader in the

confectionary market and therefore a high quality brand.

BRANDS DIRECT COMPETITIORS

Cadbury Dairy Milk is primarily associated in Pakistan with relationships. Be it
husband/wife, brother/sister, fianc/fiance, the chocolate brand is associated with
interactions, affiliations and celebrating moments. It is that chocolate which
enhances a moment/occasion be it by declaring love or amending relations.
Enforcing timeless family values such as being caring, emotional, togetherness and
sharing happiness, Dairy Milk is associated with the good times.
Other than that a survey conducted in Pakistan amongst university students
provided the following words which they though associated with Dairy Milk:

The words that stand out are the color purple which is strongly associated with
Dairy Milk alone because of its unique packaging. Milk is another word which stands
out along with Dairy, as Dairy Milk is produced with a specific proportion of milk.
Other than that the brand proclaims to produce chocolate containing more milk
other than any other milk chocolate.

\\
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BRANDS INDIRECT COMPETITIORS

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CADBURYS MARKET SHARE

Cadbury Dairy Milk is the market leader in the chocolate category. This brand has
been winning the hearts of consumers worldwide for 200 years simply by exceeding
their expectations. Cadbury Dairy Milk has been established as the smoothest,
creamiest, milk chocolate in Pakistan, with a glass and a half of milk in every half
pound. Our consumers get more out of Cadbury Dairy Milk and when that happens,
your perspective on life shifts even if it is for a moment everything looks and feels
different, better and more positive. That is what Cadbury Dairy Milk is all about; that
life is better experienced as a glass and a half full.

The confectionery market in Pakistan had been built around low price points;
chocolates and candies were seen as pre-teen products and adult consumption was
much lower than it was in the affinity markets. Cadbury has played a significant role
in changing these market dynamics and establishing consumption especially that of
chocolate in the adult segment and at higher price points like Rs .10 and above. We
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still have a long way to go but we have taken leaps and bounds in the right
direction.
Cadbury Dairy Milk in Pakistan is made from the same 200-year-old brand recipe
using the highest quality ingredients. The company takes pride in the fact that
Pakistani Cadbury Dairy Milk is as good as that made in any other country.

BRAND AWARENESS

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Brand awareness is the ability of consumers to recognize a brand when they see
your product, packaging or logo. For example when you see that chocolate in purple
packaging, you think of Cadbury Dairy Milk. Cadbury Dairy Milk enjoys a high level
of brand awareness amongst the masses with unaided recall. Therefore the brand
relishes the position of top of mind in the consumers mind.
Brand recognition is so important because people buy from brands they know and
trust. Given the choice between a Cadburys chocolate bar and an unheard of brand
of chocolate, most people would choose Cadburys, as they know the brand and
they know what theyll get.

While people are cautious with their money nowadays, sometimes they would
rather spend more money buying from a brand they trust, rather than spending less
on a brand theyve never used before. The brand theyve never used before may
not live up to their expectations or provide the results they were after, which would
be viewed as a waste of money.
When you see that shade of purple, you automatically think of Cadburys, you dont
have to think about it, you recognize the color and associate it with Cadburys
automatically.

Over the past few years weve seen many supermarket own-brands imitating well
known and established brands. Similar packaging can fool consumers into
purchasing a supermarket brand product rather than the genuine brand product
that they actually intended to buy.
Whether consumers are genuinely fooled by copycat packaging, or are fully aware
that they arent the same brand but choose to buy it because it looks the same yet
its cheaper is irrelevant because established brands are losing out on sales. Being
able to secure their own shade of purple reduces the chance of Cadburys losing
sales to copycat brands.
Apart from that consistent logos displayed on all consumer touch points of Cadbury
and Dairy Milk has resulted in the consumers being highly aware of the brand.

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B RAND AWARENESS AND

VISIBILITY

Brand awareness is the ability of consumers to recognize a brand when they see
your product, packaging or logo. For example when you see that chocolate in purple
packaging, you think of Cadbury Dairy Milk. Cadbury Dairy Milk enjoys a high level
of brand awareness amongst the masses with unaided recall. Therefore the brand
relishes the position of top of mind in the consumers mind.
Brand recognition is so important because people buy from brands they know and
trust. Given the choice between a Cadburys chocolate bar and an unheard of brand
of chocolate, most people would choose Cadburys, as they know the brand and
they know what theyll get.

While people are cautious with their money nowadays, sometimes they would
rather spend more money buying from a brand they trust, rather than spending less
on a brand theyve never used before. The brand theyve never used before may
not live up to their expectations or provide the results they were after, which would
be viewed as a waste of money.
When you see that shade of purple, you automatically think of Cadburys, you dont
have to think about it, you recognize the color and associate it with Cadburys
automatically.

Over the past few years weve seen many supermarket own-brands imitating well
known and established brands. Similar packaging can fool consumers into
purchasing a supermarket brand product rather than the genuine brand product
that they actually intended to buy.

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oNPFeaCusnScvmithwyLd-rl
Whether consumers are genuinely fooled by copycat packaging, or are fully aware
that they arent the same brand but choose to buy it because it looks the same yet
its cheaper is irrelevant because established brands are losing out on sales. Being
able to secure their own shade of purple reduces the chance of Cadburys losing
sales to copycat brands.
Apart from that consistent logos displayed on all consumer touch points of Cadbury
and Dairy Milk has resulted in the consumers being highly aware of the brand.

BRANDS COMPETITIVE
ADVANTAGE

Cadbury Dairy Milk is primarily associated in Pakistan with relationships. Be it

husband/wife, brother/sister, fianc/fiance, the chocolate brand is associated with
interactions, affiliations and celebrating moments. It is that chocolate which
enhances a moment/occasion be it by declaring love or amending relations.
Enforcing timeless family values such as being caring, emotional, togetherness and
sharing happiness, Dairy Milk is associated with the good times. Brand awareness is
the ability of consumers to recognize a brand when they see your product,
packaging or logo.

Dairy Milk being the most popular chocolate brand in Pakistan has highly loyal
consumers falling firmly in the categories of committed and passively loyal
on the brand loyalty hierarchy. Being a market leader in terms of value and volume,
Dairy Milk has been able to retain its core customers over the years.
Cadbury falls under the class of confectionary items and is one of the leading
companies in the confectionary item industry with its reach in more than 50
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countries globally. It is widely recognized for its competitive edge in this particular
industry and how it differentiates itself from its competitors by using innovative and
heart-warming strategies that connect to the consumers.
The main essence behind the success story of Cadbury is by providing their
customers with functional benefits such as richness and creaminess and emotional
elements of joy and happiness. The campaigns revolve around both of these
elements that connect to their consumers. Cadbury uses the #FreeTheJoy tagline
with Dairy milk to give an idea of the attribute given by the consumption of Cadbury
Dairy milk. The consumers can connect to the brand by using both these elements
as positive associations.
Cadbury uses its quality as its core identity which is also stated in its mission
statement. The mission statement focuses on delivering quality with a promise of
delivering the required quality. The further extension of the mission statement
focuses on the commitment of fulfilling the promise or delivering quality along with
price.
Cadbury focuses on occasions where Dairy Milk is used as a platform to enhance an
occasion. The main perception of the use of Dairy Milk is on special occasions. This
is also reflected through their previous campaigns. The Taglines of Kuch Meetha
Hojaye & Khaney Walo ko Khaney ka Bahana Chahiye emphasize on this essence.
Many of their TVCs including the Eid Homecoming, Valentines and Anniversary are
examples of their use occasions.

The visual imagery of Cadbury focuses on slogans and pictures that enhance the
creamy, milky aspect of Cadbury. The use of the color Pantone 2685c is also used
vastly in its visual imagery.

Protection
Dairy Milk being the most popular chocolate brand in Pakistan has highly loyal
consumers falling firmly in the categories of committed and passively loyal
on the brand loyalty hierarchy. Being a market leader in terms of value and volume,
Dairy Milk has been able to retain its core customers over the years.

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BRAND COMPARED WITH OTHERS

Price:
Since dairy milk is positioned towards a very large audience from ages 4 50 years,
the pricing strategy is extremely affordable and easily accessible to all categories.
Hence price range from Rs.10 to Rs.35 in different sizes. The exceptions being Silk,
Crackle, Fruit & Nuts and Bubbly (the new variants) are a premium offering and
therefore they are priced high.
Weight (gm)
10.5
22
40
42 Crackle
95
80 Fruit & Nut
165

Price
10
20
35
40
60
75
120

The price of its competitors is high as compared to Cadbury, Dairy milk because no
competitor offers such a low price for the high quality they are offering. Examples:
Ferrero rocher, Galaxy, Mars, etc

Production Facilities:
Mondelez International, Inc. is a global snacking powerhouse, with 2013 revenue of
$35 billion. Creating delicious moments of joy in 165 countries, Mondelez
International is a world leader in biscuits, chocolate, gum, candy, coffee and
powdered beverages, with billion-dollar brands such as Oreo, LU and Nabisco
biscuits; Cadbury, Cadbury Dairy Milk and Milka chocolate; Trident gum; Jacobs
coffee and Tang powdered beverages.
Mondelez International plans to invest $24 Million to Expand Confectionery Plant in
Turkey
- Investment will support growth of global confectionery business
- Part of company's supply-chain reinvention plan
- Plant production capacity will increase by 20 percent

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These forward-looking statements are subject to a number of risks and

uncertainties, many of which are beyond our control, which could cause our actual
results to differ materially from those indicated in our forward-looking statements

Life expectancy:
More than a third of UK consumers buy chocolate bars or blocks at least once a
week, with almost half (48%) purchasing these products on impulse. Chocolate is
also assuming increasing significance during social occasions, since up to 70% of
consumption is now believed to occur in the company of other people.
In terms of segmentation, countlines represent the largest sector within the total
market, accounting for almost 40% of sales by volume. Almost 45% of all countlines
are purchased on impulse, which highlights their strong position within the snacking
market. Boxed chocolates and assortments account for an additional 23% of overall
market value, falling to 17% for moulded bars and blocks and 14% for bagged
selflines. Milk chocolate has long been the UKs preferred variety, and accounts for
over 90% of total market value.
Chocolate confectionery sales are falling in the UK as consumers move to lower
priced products and take advantage of promotions following price hikes, says an
analyst at IRI.
Chocolate retail value sales in the UK declined 2.8% in the first half year (28 weeks
up to 12 July) to $2.2bm while the overall confectionery market was stagnant.
Cadbury Dairy Milk Marvellous Jelly Popping Candy by Mondelez and Mars Maltesers
Teasers were two products launched last year that were performing above the
market average

Product Scope
The main purpose of the product scope is to establish a link between the brand and
its product class. It helps differentiate the main purpose of the brand strategy where
it decides on what category to market and bank on that leads to positive
associations and brand equity of the brand. It also defines with what product the
brand is actually associated with. Our main focus is on what category Cadbury falls
under. Cadbury falls under the class of confectionary items and is one of the leading
companies in the confectionary item industry with its reach in more than 50
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countries globally. It is widely recognized for its competitive edge in this particular
industry and how it differentiates itself from its competitors by using innovative and
heart-warming strategies that connect to the consumers.

Product Related Attributes

The main essence behind the success story of Cadbury is by providing their
customers with functional benefits such as richness and creaminess and emotional
elements of joy and happiness. The campaigns revolve around both of these
elements that connect to their consumers. Cadbury uses the #FreeTheJoy tagline
with Dairy milk to give an idea of the attribute given by the consumption of Cadbury
Dairy milk. The consumers can connect to the brand by using both these elements
as positive associations.

Quality/Value
Cadbury uses its quality as its core identity which is also stated in its mission
statement. The mission statement focuses on delivering quality with a promise of
delivering the required quality. The further extension of the mission statement
focuses on the commitment of fulfilling the promise or delivering quality along with
price. The price dimensions offered by Cadbury also complement this promise of
quality and value where quality and value are closely related.

Use Occasions
Cadbury focuses on occasions where Dairy Milk is used as a platform to enhance an
occasion. The main perception of the use of Dairy Milk is on special occasions. This
is also reflected through their previous campaigns. The Taglines of
KuchMeethaHojaye & KhaneyWalokoKhaneykaBahanaChahiye emphasize on this
essence. Many of their TVCs including the Eid Homecoming, Valentines and
Anniversary are examples of their use occasions.

Association with the User

Cadbury includes associations with its users that have done something different and
extraordinary.
Examples
include
the
widely
recognized
campaign
of
PappuPaasHogaya that gained tremendous applause from the target market. The
campaigns also focus on children, cricket fans and family orientations.

Brand as an Organization
Cadbury was founded almost 200 years ago. The fascinating history along with its
rich heritage presents a wealth of interesting facts on subjects including advertising,
the Cadbury family, past and present products and philanthropy. Cadbury as an
organization focuses on cultures and values that integrate with the elements of joy

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and happiness. The atmosphere with the organizational cultures and values makes
it one of the most comfortable and exciting places to be associated with.

Brand as a Person
Cadbury falls under a sincere and competent trait on Brand Personality Scale (BPS).
The reason for this is that Cadbury has been producing quality Chocolates from
19thCentury and was also endorsed as the Chocolate of the Queen by being
approved by Queen Victoria herself in the 1940s. Cadbury has also positioned itself
as the sincere makers of chocolates that stand out and deliver what has been
promised. Competency against Hersheys Chocolate is a good example of the
competence of Cadbury. This element also shows how Cadbury is good at what it
does and there is no possible substitute to it with the quality and value it promises
to deliver

Brand as a Symbol
The visual imagery of Cadbury focuses on slogans and pictures that enhance the
creamy, milky aspect of Cadbury. The use of the color Pantone 2685c is also used
vastly in its visual imagery.

The metaphor of Dairy Milk also has a great effect on the symbol aspect of the
brand. The metaphors used by Cadbury make it easier for consumers to recognize
and easily distinctive.

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The Identity Structure

Core Identity
The core identity of Cadbury focuses on:

Value Offering:

Quality:Consistent quality all over the world.

User:Chocolate lovers, families, children, teens and adults.

Cadbury provides value as defined by the product

elements of joy and happiness.

Extended identity

Relationships:The

Brand Personality:Sincere and Competent

Product Scope:Confectionery

Sub Brands:Eclairs, Silk, Bubbly and Perk

Slogan:Free the Joy

Endorsements:By famous television actors such as Danish Taimoor and

fun associations are inclusive and Cadbury is a part

of good memories of individuals

Sanam Jang.

Value Proposition

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Functional Benefits:Quality

chocolates that provide superior customer

value for the price paid. Cadbury strives on its promise of quality and value that is
reflected through its pricing strategies.

Emotional Benefits: Use of Cadbury gives the consumer a positive feeling of

happiness and belonging that occurs at special occasions. Cadbury connects to its
consumers by enhancing these elements.

Self-Expressive Benefits:Cadbury

provide a medium and platform for

individuals to treasure moments. The valentines and anniversary campaigns show a
true reflection of this benefit. A hesitant person can use Cadbury to express
themselves in difficult situation

PRIVATE LABELS
To the budding teens and young adults of today Dairy Milk is a brand of pure
chocolates out of many others that has been proudly providing the purest,
smoothest and creamiest chocolate experience for over a hundred years and now
promises to do so even better.
In the past Dairy Milk prospective customers were kids alone. However, now Dairy
Milk has started focusing on Young Adults too. As Narmeen Khan, former Marketing
Director Cadbury Pakistan and current Category Manager, Cadbury Chocolate Multicountry Innovation and Equity, EEMEA at Mondelz International formerly Kraft
Foodst puts it The core customers of Dairy Millk are teens and young adults.

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