Cadbury started in business in Bournville, England, in the middle of the nineteenth century.

It is now a global organisation which manufactures, markets and distributes branded products in over 200 countries. It employs over 40,000 people worldwide and is the fourth largest supplier of chocolate and sugar confectionery in the world. Cadbury Ireland Ltd has been in existence since 1932, and Cadbury products have been available in Ireland since the 1890s. It is the leading confectionery manufacturer in Ireland and employs almost 1,600 people. Cadbury is one of the best known brands of chocolate throughout the world and many products produced by Cadbury Ireland are now truly global brands and include Flake, TimeOut and Twirl. When consumers think of the Cadbury company and its many brands of chocolate, certain images are conjured up in their minds. The colour purple, the glass and a half symbol, the Cadbury script and the packaging of the brands are usually what consumers remember most after, of course, the unique chocolate taste of the products themselves! This is not something that has happened by chance. The Cadbury organisation invests millions of pounds every year on product packaging. This investment ensures that when consumers see the packaging of a Cadbury product they will instantly associate it with one of the worlds favourite brands of chocolate. Product packaging plays a critical role in communicating the brand identity of the Cadbury products. This business study will examine the role that packaging has played in the creation and communication of the identity of the brand in the marketplace. It will examine the separate elements of Cadburys packaging namely the Cadbury script, packaging design, the corporate colour purple and the glass and a half symbol. Finally, the study will describe how these elements must be managed and developed to ensure that Cadburys brands remain leaders in their various target markets.

The emergence of commercial brands

For centuries brands have been used as a means of distinguishing the goods of one producer from those of another. However, modern commercial usage of branding only began to emerge at the end of the nineteenth century. The arrival of mass manufacturing meant that for the first time consumers had an array of products from which to choose. This brought with it the battle among manufacturers for market share. Manufacturers were quick to recognise the value of developing strong brand identities for their products as a means of securing a competitive advantage in the marketplace. And so it was within this context that the era of the brand was born.

Brands are very valuable assets

Brands are therefore highly valuable intangible assets, particularly for companies producing consumer goods such as: confectionery, food products, washing detergents etc. Intangible assets cannot be held, tasted or heard. However, when the name Cadbury is mentioned there is immediate recognition because the consumer is aware of the brand name. Companies invest significantly in their brands in a bid to achieve strong brand equity. Brands with strong brand equity are those which consumers will select over all others. They command higher levels of brand loyalty, brand name awareness and are perceived as being higher in quality by consumers. It is not surprising then that during the lifetime of a brand a company will make many changes and updates to its design, advertising and packaging, to ensure the brand remains relevant and up-to-date in the highly turbulent consumer marketplace.

Distinctive packaging design

From the outset, the packaging of Cadbury products was considered a highly important marketing tool. Cadbury now has a large team of designers working on every aspect of the companys design requirements: packaging design, brochures, point of sale material and overall corporate identity elements. The designs of all Cadbury products reflect the overall quality image that is synonymous with the name Cadbury. However, each new line has its own packaging which is developed to give an individual look to a product whilst it is still evident that it belongs to Cadbury. Two good examples of this are the packaging for Crunchie and TimeOut. This policy has helped to ensure that brands remain relevant to the current marketplace and sets them apart from their competitors products.

Luxury Victorian chocolate boxes.

Brand development through packaging

A brand is much more than a product

According to the American Marketing Association, a brand is a: name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller and to differentiate them from those of competition. Essentially a brand represents much more than purely a physical product. It also embodies a whole set of emotional associations that are built up in the minds of consumers over time. These emotional associations or the brand's identity are developed by using a combination of the five elements of the marketing mix (product, price, place, promotion and packaging). A strong brand identity in the marketplace helps to differentiate a product from its competitors and thus provide a source of competitive advantage for the company.

company. For instance the packaging design of Cadburys Easter eggs is almost as important as the chocolate product itself. This is especially crucial in the teenage market where an Easter egg with too juvenile a cartoon design would have no appeal and a more up-market design for a much older generation may be considered too sophisticated. Legislation requires that wrappers must include information on ingredients, weights, etc. Commercial requirements dictate the inclusion of bar coding. These elements must be taken into account by the designers when creating a new wrapper.

The Branding Elements of Cadburys Packaging

Design of packaging can be divided into two levels which, for Cadbury, go together corporate design and brand promotion. Every brand has its individual design style and colour that depends on the market position and consumer perception. However, without exception the Cadbury house name in its familiar and unique script is always included so that the individual product gains from the overall company reputation. Cadburys world famous packaging is comprised of four key elements:
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The Cadbury corporate colour purple

Crunchie and TimeOut.

In the early years, chocolate for eating was a novelty and the packaging was primarily functional to ensure freshness and hygiene. Richard Cadbury himself was responsible for creating the first designs for the beautifully illustrated chocolate assortment boxes of the Victorian era. Elaborate chocolate boxes were designed with an after use very much in mind. The packaging in the 1880s and 1890s ranged from the pastoral to the romantic, and from the floral to the opulent silk-lined caskets and rich velvet jewelry boxes. The Victorians delighted in these elaborate chocolate boxes and their popularity continued until their disappearance during the Second World War. Today, the product and its target market influence the packaging material, its design and its shape. The psychology of matching the packaging design with particular consumers expectations is a major consideration for the

In a product display, consumers will notice the packaging colour first, then the shape and finally the detail of a product. The distinct Cadbury corporate colour of purple is thus a key selling feature. This colour is now synonymous with Cadburys milk chocolate and as such provides the company with a distinct competitive advantage in the marketplace.

distinctive packaging design the Cadbury corporate purple colour the glass and a half of full cream milk logo the Cadbury script logo.

Business 2000

A range of Cadbury branded products.

These elements are designed to convey to consumers the memorability, distinctiveness and high quality of Cadbury products. They are communicated on the product itself, and on its promotional campaigns and at the products point of sale. As such they represent an integral part of the Cadbury brand identity. The style in which these elements are presented has evolved over the years in line with market tastes and requirements.

Cadbury purple across various packs.

The Cadbury purple house colour was introduced at the beginning of the century. When Milk Tray was launched in 1915, the purple colour was used for the brand packaging. It was not until 1920 that the purple colour was used in the pack design for Cadburys flagship brand Dairy milk. The Dairy Milk purple was firmly established as Cadburys corporate colour by the early 1920s. Not all Cadburys products have purple on them. However, flagship brands such as Cadburys Dairy Milk and Milk Tray do.

Today the endorsement of the Cadbury name is an important feature of all the brands. The Cadbury house name in its familiar and unique script now features prominently on all its products. The script remains unchanged the world over demonstrating a truly global brand of confectionery.

TASKS AND ACTIVITIES

Describe why a brand is means more to customers than the product it represents.

How packaging helps to establish the Cadbury brand identity

The earliest evidence of creating a brand identity for Cadburys products can be traced back to 1841 when eating chocolate was first introduced by the company. Previously Cadburys had produced only chocolate for drinking. Chocolate for eating was a novelty and the company used attractive packaging design to tempt customers to taste the new product.

(a) Explain what is meant by brand identity. (b) Examine how a strong brand identity helps a company compete in the marketplace.

The glass and a half of full cream milk logo

Logos have two major roles to play in the marketing of a product:
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At a functional level they serve to identify the product, its contents and the manufacturer. They also play an increasingly important role of attracting the customer to purchase a product.

(a) Describe the functional role that packaging plays for Cadbury products. (b) Describe the marketing role that packaging plays for Cadbury brands.

Early marketing campaign emphasising the quality of Cadburys Dairy Milk.

The unique Cadbury script logo

The Cadbury script logo is based on the original signature of William A. Cadbury, and was initially used in sales catalogues and seal designs on special boxes and stationery. The logo script has been modified over the years making it less fussy and more relevant to the modern marketplace whilst remaining faithful to the original signature.

The role of Cadburys packaging

Cadburys packaging must be able to perform both a functional and marketing role:
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Examine the role that packaging plays in the communication of a brand identity for a product.

The early Cadbury labels were clear and dignified. Their designs reflected the quality and superior style that marked the Cadbury approach to business. The glass and a half of full cream milk in every half pound slogan with the picture of milk pouring into the chocolate bar was first introduced in 1928 as a poster and press campaign. This icon represents the unique production process in Cadburys Dairy Milk chocolate which uses a glass and a half of full cream Irish milk in every half-pound, hence the unique taste of the chocolate. The symbol and message has since been extended to television advertisements and is now an integral part of the wrapper design.

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Cadburys Dairy Milk as appears today in three sizes.

On a functional level the pack must be structurally sound to protect the product quality in distribution and storage conditions. At a marketing level, however, it should be attractive to look at and handle, communicating to consumers the essence of the Cadbury brand identity. This marketing role has become increasingly important in the self-service arena of modern retailing, particularly so in confectionery where so much is purchased by consumers on impulse. The attractiveness of packaging alone can be instrumental in stimulating a purchase.

process involves close liaison between a number of departments: marketing, design, packaging development, product engineering, quality control, buying and outside suppliers. In addition to the attractive primary packaging (i.e. the box or wrapper in which a product is sold) there is the all-important secondary packaging required for distribution. Secondary packaging is required to keep the product physically in good condition from point of distribution to point of sale. This includes the shrink-wrapped outer cartons made from corrugated boards and the stretch wrapping used for pallet loads on vehicles.

The Cadbury design and packaging development teams keep abreast of the latest technology and its implication on future possibilities. In selecting confectionery packaging, the team look for the most suitable materials available at competitive prices. Materials must be attractive in appearance and be able to protect from odour and moisture transfer. Wherever possible, the materials also need to be recyclable and biodegradable.

(a) List the main components of Cadburys packaging. (b) Examine the role that each element plays in communicating the Cadbury brand identity.

Take a brand of your choice and describe how the packaging, brand name, script, advertising and any other relevant elements communicate its brand identity.

Cadburys investment in packaging

Packaging represents a significant investment for Cadbury. Amazingly, a 500g box of Cadburys Roses chocolates has 71 packaging elements, all of which are essential to present this popular assortment to the consumer with the highest possible standards of quality and appearance. At any one time, the Cadbury team is working on around 70-80 packaging developments for new products, new presentations and product relaunches. This

The future of packaging design for Cadburys products

Design is very important in all areas of life. Consumers are becoming more design conscious and expect a box of chocolates to look as good as it tastes! Cadbury has always been at the forefront of packaging design and brand development and recognizes only too well the importance of this in retaining its leading position in its marketplace. Consumers can continue to observe its ongoing investment in innovative packaging design with each new product launch and each new change made to the packaging of existing design.

Explain the following terms s Marketing mix s Brand equity s Intangible asset s Global brands.

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Examine the role that wrappers play in the marketing of a product.

What lessons can be learnt from the Cadbury business study which would enable another business to manage its brands identity more effectively?
While every effort has been made to ensure the accuracy of information contained in this case study, no liability shall attach to either The Irish Times Ltd or Woodgrange Consultants Ltd for any errors or omissions in this case study.

The glass and a half of full cream milk logo.

Cadburys Dairy Milk in Ireland over the years.

A one pound box of Cadburys Roses has 71 packaging elements.

Business 2000