MARKETING MANAGEMENT
Case study
COMMUNICATION MIX
OF
CADBURY
Introduction
The Cadbury brand name has been in existence since 1824 when John Cadbury opened his first shop in Birmingham, England. The Cadbury brand is associated with best tasting chocolates. Key concepts of quality, taste and emotion underpin the Cadbury brand. These core values help to differentiate Cadbury from other brands and ensure its competitive advantage.
In the chocolate market the Cadbury brand has in excess of fifty per cent market share, selling 10 of the top 20 selling chocolate singles.
The Indian chocolate market is estimated to be worth Rs. 3.2 billion, with an annual growth rate of 10 percent. Per Capita Consumption levels are very low in India, as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for growth.
The Cadbury umbrella brand has endured in a highly competitive market, and has established the link, in the mind of the consumer, that Cadbury equals chocolate
The Indian chocolate market is estimated to be worth Rs. 3.2 billion, with an annual growth rate of 10 percent. Per Capita Consumption levels are very low in India, as compared to 8.7 kg per year in the U.K. The market therefore offers tremendous potential for growth. The Cadbury umbrella brand has endured in a highly competitive market, and has established the link, in the mind of the consumer, that Cadbury equals chocolate
Identifying Brand Values
We are all consciously and unconsciously affected by brands in our daily lives. When we go to purchase a pair of training shoes we rarely make a purely practical decision. There are numerous branded and non-branded options available. For many people, a pair of trainers must sport a brand logo because that will communicate certain values to other people.
Why Advertising is used to promote a Brand?
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IN-STORE POSITIONING
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Communicating the Strategy
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Controversy leading to Bad Publicity
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Cadbury transformed its brand image from children to adults
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Analysis of Advertisements
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Conclusion
Total pages of case study : 15 pages
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