SWOT ANALYSIS
Strenght
- Strong manufacturing competences established brand name and leader in innovation
- Cadbury Dairy’s milk: Number 1 chocolate brand in the world with lot of variants like Fruit & Nut, Crackle and Roast Almond, Eclairs.
- Cadbury Dairy’s milk: The most consumed chocolate in India. Cadburry is a well establish name in India and there is big awareness for the brand because it has been present for more than 1 century.
- All age targets: from childhood to maturity.
- By using popular models like Cyrus Brocha, Preety Zinta and others Cadburys has managed to portray a young and sporty image leading to more loyalty from our Customer.
- Cadbury rely mainly on the sales of chocolate, because the others segments (gum, sweets, beverage) are not profitable enough in their own category. At the opposite, Nestlé has got profit with other product than chocolate.
- Instability of the supply of Cocoa because most of it comes from Ivory cost. If the country is under political tensions, the supply of cocoa is uncertain.
-The group have been taken over by Kraft foods group in 2010
- New emerging market where the demand is growing because of more population
- Distribution by doing partnership with airplanes, shopping centers
- Reduce the cost of production by producing in cheap labor price country
- In Fast moving consumer good company, possibility to innovate to respond to consumer changes in tastes
- Cadbury’s dairy milk : launching of sugar free range
Threats
- Reallocation of budget to environmental friendly process of production : packaging, transport, energy, sugar
- Competitive market with war of prices (special promotions…)
- More interest for healthier products
TARGET
- Male are women are concerned without distinction
- No matter the income revenue, the price of one chocolate slab is not expensive therefore everybody can afford to purchase it.
BRAND POSITIONNING
Before 2007, the communication around Cadbury was too focused on the traditional category model : Describe the chocolate/ show somenone enjoying it in a engaging way.
But the sales went down and they had to review their communication process by trying to give people a feeling and not anymore a message.
Since 2007 there is a new communication with new slogan « Glass and a half full productions”.
The “Glass and half of milk” give this chocolate its unique taste and texture. But it evokes also something about the company, a spirit of generosity that traces right back to Cadbury’s social pioneer founders: CDM is a glass and half full brand.
The new communication concept is to create fame out of love. The product is chocolate, something we love because of the pleasure it brings us. The idea was to give people the same feeling when they watch the tv commercial than when eating the chocolate : happiness and relaxation time. The objective is also to create a brand that people love.
The first revolutionary ad was a Gorrila playing the battery on the famous “In the air tonight” melody from Phil Collins. The purpose was to raise a smile, making people feel like they feel when they eat our chocolate.
After 3 weeks on the air, Gorilla had achieved 38% coverage but 60% recognition: it was the 3rd most viewed of any Youtube clip during September 2007. The Gorilla appeared every where: press (The Independent), radio (Kerrang Radio)…
Cadbury’s Gorilla drummed home the power of viral advertising. The popular ad initially aired on TV but then had 600 different postings on YouTube and was viewed over 10 million times online. Its soundtrack, ‘In the Air tonight’ by Phil Collins returned to the charts in 2007, 16 years after its first hit, at number 17. It won the award of International advertising campaign in 2008 in Cannes :
Cadbury's brand positionning is really different from other chocolate's brand in the way that it aims to play on impressive, funny and unexpected situation always based on music interpretation.
In December 2008 : Another advertising is the one called “Eyebrows”. You could see 2 child playing with their eyebrows following a melody. 125000 people downloaded the ring-tone in 11 days and it’s been a success.
Source : “Cadbury Dairy Milk : How a new model for communications has turned decline into growth for Britain’s biggest chocolate brand”
I
This one is based on a music from MichealJackson and we can see clothes dancing on their own without anybody inside. quite impressive :
Cadbury brand is highly differentiated from other brands with consumers. Brand equity is the value consumer loyalty brings to a brand, and reflects the likelihood that a consumer will repeat purchase. This is a major source of competitive advantage.The Cadbury umbrella brand has endured a highly competitive market, and has established the link, in the mind of the consumer, that Cadbury equals chocolate.An umbrella brand is a parent brand that appears on a number of products that may each have separate brand images.The Cadbury umbrella brand image consists of four icons namely the Cadbury script, the glass and a half, dark purple colour and the swirling chocolate image.These elements create a visual identity for Cadbury that communicates the ultimate in chocolate pleasure. Consumer research is conducted regularly so managers can learn more about how the market perceives the brand. This research has confirmed that the swirling chocolate and ‘glass and a half’ are powerful images. Both clearly portray a desire for chocolate while the half full glass suggests core values of goodness and quality.
Source : “Business 2000”.
CADBURY WORLD EXPERIENCE
What is it?
Seen as a new venture into the leisure industry when it opened in 1990, Cadbury World began its life principally as a public relations tool, but quickly became a popular half-day venue for people of all ages looking for quality leisure time.
Cadbury World has grown to be a family attraction of much bigger dimensions.
It has maintained visitor numbers comfortably in excess of half a million annually, and returns a healthy paper profit back into Cadbury UK as well as bringing value to the company in terms of public interface and direct communication to the consumer.
The goal was of this opening was To significantly enhance consumers ‘perceptions of Cadbury and develop long term brand loyalty by:
-Giving the visitor a memorable enjoyable, and unique Cadbury chocolate experience
-Offering high quality and good value for money
-Delivering Cadbury values of fun and quality, whilst achieving a break-even cost target for Cadbury Limited (at the time the UK chocolate operation of Cadbury Schweppes plc).
CADBURY AND OLYMPIC GAMES
Cadbury's new campaign in the U.K. is titled Spots v. Stripes in a competitive nod to becoming "official treat provider" for the London 2012 Olympics :
At this occasion, Cadbury's launched a special game both online and on TV, winners get free entrance to the olympic games. Take a look to the website dedicated to it :http://www.spotsvstripes.com/win
In order to push the Spots V Stripes product the brand have partnered with ITV and ITV2 channels. The shows will be based on the Minute to Win It program that was launched by NBC in the US last year and the format is in production in 30 countries.The strategy was and is to encourage people to become involved in playing games. This branding is seen everywhere and has been a huge investment for Cadbury involving a substantial lead time running up to the Olympics. Take a look at the the TV program :
The wider gaming format of Minute to Win It will be rolled out at Cadbury Spots v Stripes events. Hopefully the timing of the ITV game program will tie in nicely with the lead up to the Olympics and therefore give Cadbury the exposure it needs to ensure sales continue long after the events of 2012.
