BRAND AUDIT OF CADBURY DAIRY MILK

As kids just about everybody enjoyed that sweet tasting drink, chocolate milk. Today even adults enjoy the drink. Why do so many people of all ages appreciate the taste? Probably because its chocolate and milk combined, so whats not to like! Chocolate milk has been around since the early 1700s when it first saw the light of day in Jamaica, but Purity’s brand has been around since 1946 with its headquarters being in Nashville Tennessee. The time between the 1700s to 2016 the taste has not changed very much, but the products ingredients have changed. Although Purity's chocolate milk is a tasty drink, the ingredients in the packaging as well as the milk itself may raise suspicion, or concern, if one is following Michael Pollan’s food rules

The target market is easily seen as young kids because of the adventurous flavours they have. However, anyone can easily be a part of their market, anyone who has a sweet tooth for ice cream.

Chocolate was first discovered in the 18th century and every child’s dream came true all over

We all encounter chocolate in our daily life, and whether we want to admit it or not, chocolate has been a major part of history, and it is still seen today.

Cadbury is a British multinational confectionery company wholly owned by Mondelez International since 2010. It is the second-largest confectionery brand in the world after Wrigley's. Cadbury is internationally headquartered in Uxbridge, West London, and operates in more than 50 countries worldwide. It is famous for its Dairy Milk chocolate, the Creme Egg and Roses selection box, and many other confectionery products. Cadbury was established in Birmingham, England 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, alongside Rowntree's and Fry, were the big three British confectionery manufacturers throughout much of the nineteenth and twentieth centuries.

The CMAB promotes to its target market, including a population already interested in cheese; retail, food service, and food manufacturing. The "Happy Cows" campaign was successful because as the article described repeatedly, it developed an emotional bond, created a recognizable brand, along with relating and bringing awareness to its target market gaining customer loyalty. They did this through developing a well-recognized sticker that reinforced the message they were trying to send and comical characters

The Alaska Milk Corporation is already on its 44th year in the market and Filipinos grew up with this brand of quality milk products. It cannot survived throughout the 4 decades if they didn’t have the strong brand equity that they built all over the years.

Cadbury uses market penetration strategies to keep people aware of their brand. They do this all in their current market. They do this by selling more to existing customers, like selling their products in multi-packs. This means that the customers can buy their products in larger quantities and it will encourage them to do so as they can have more of the product instead of buying it individually. They also use product development strategies such as selling new products in an existing market.

The problem is that many of those people only think and talk about the brands with way more sugar, food coloring, and less protein, and almost no vitamin A, D, and E. The better brands have lots of protein almost no added sugar, lots of protein, vitamin A, D, and E . As I already said, chocolate milk is like a sports drink improve. I believe that chocolate milk will be the new generations creamy chocolaty delicious sports drink/vitamin drink. Chocolate milk is truly full of vitamins.Dietist Ms.Dobbins calls chocolate milk “Nutrition In Disguise” She calls it so for the nutrients in it. Chocolate milk was once known as a highly unhealthy drink. That is changing quickly. people are drinking chocolate milk more than ever because many people found out about its benefits. People know that chocolate milk contains sugar but what they don't know it the tiny amount of it, most people think there is a lot of sugar in chocolate milk. Chocolate milk helps with getting children to drink milk, muscle recovery and getting children the vitamins that children

Quaker Oats emerged from a turn of the century merger of three milling companies over 130 years ago. It grew to become one of the top companies in the world by providing reliable quality to its first customers. Quaker Oats has been able to build a reputation of offering healthy, wholesome breakfast foods by targeting female supermarket customers. Although advertising has gone from a “warm, healthy breakfast” to delivering messages about “vitamins and minerals essential to a female metabolism” (Standaert, 2003), the target market is the same. Quaker is also hoping to reach nutrition professionals and health-food retailers. According to Indra Nooyi, Chief Executive Officer of Pepsico (parent company of Quaker Oats), they “…do not market to kids under 12…” since they “…do not have a nutritious product…” they feel comfortable marketing to young kids (Farey-Jones, 2010).

This factor can be critically evaluated. Whereas, Apple mainly relies on factors related to technological innovations and development, Cadbury's main focus is on the taste of the chocolate. Thus, Cadbury often faces challenging situations because consumers can deal with the exclusion of technological advancements to some extent but they never compromise in the case of the taste of food. But, most experts agree on the fact that these companies have hardly ever taken or implemented a wrong decision. This is the reason why Apple and Cadbury are the leaders in their respective segments.

The case focuses on Kellogg’s Special K brand and considers how the marketing of this has changed over time. Marketing is not static – it must be developed as market conditions and customer expectations change.

Cadburys worked out with amul to make mithai and add chocolate like Indo Western style but it did not attract customers so Cadbury did intensive research and started promoting through different media and hit the slogan “just for kids in 90s”. Later on they shifted to the campaign for teenagers who shared the real taste of life, memorable instances which stayed in everyone’s life” like a girl dancing in the cricket field” this campaign was awarded the “campaign of century in India.” From here they targeted the campaign of consumption of chocolates amongst adults which was portrayed by Mr. Amitabh Bachan were different relations, special moments, festive occasions, reunions were showed with happiest moments with a slogan “kuch meeta ho jaya” this is an excellent technique of reaching the Indian cultural barrier of mithai the promotion of Cadbury cleverly put up to equalize a chocolate and a mithai.

This report focuses on how the company innocent drinks developed their marketing strategy in terms of brand positioning and marketing mix and with the help of SWOT analysis,

There are a couple different themes that become very important when analyzing the Nestle Crunch Bar case. During the case, many research channels were used to find various themes and feelings residing within the consumer, conscious and subconscious. Between pages twelve and fourteen, multiple feelings/themes are presented. A couple of these have stuck out in comparison to the others, emotional comfort and enjoyment. These two themes seem to be present in the mind of the consumer through all of the consumer testing studies and also within the consumer throughout the entire purchasing experience.