Cadbury Plc :
Cadbury Plc Cadbury Plc now the subsidiary of the Kraft foods Inc was founded in 1824, It operated in the confectionery industry . It is headquartered in Cadbury house, Uxbridge, UK. The group manufactures over 100 different products under different brand names. One of the popular brand of the group is dairy milk which is milky chocolates, there are various products under this brand name. One of which is the latest chocolate introduces by the group, Dairy Milk Silk.
Cadbury Dairy MilkCadbury Dairy Milk is a brand of chocolate bar made by the Cadbury plc unit of Kraft Foods and sold in several countries around the world. It first went on sale in the United Kingdom in 1905. : Cadbury Dairy MilkCadbury Dairy Milk is a brand of chocolate bar made by the Cadbury plc unit of Kraft Foods and sold in several countries around the world. It first went on sale in the United Kingdom in 1905.
Situation Analysis :
Situation Analysis . The Cadbury dairy milk silk is launched by the Kraft foods Inc which is the largest confectionery, food, and beverage corporation headquartered in the US. The Kraft foods Inc take over Cadbury in 2010 which is the a British confectionery company, the industry’s second-largest globally. This new product is launched globally. . This presentation include the situation analysis of the launch of this new product including SWOT analysis.
PESTEL Analysis :
PESTEL Analysis Let us examine the macro environment of the group using PESTEL analysis. Political factors that will affect the launch of the dairy milk silk chocolates are health and safety laws, employment laws of different countries where Kraft group operates. Socio-cultural factors that may affect include life styles of people, health and fitness awareness and perception, different cultures, spending patterns, aging populations.
.Technological factors that will affect the brand are the internet as the product will be promoted using web marketing. The robotic manufacturing will also help in quick production.. Economic factors that will affect it are interest and inflation rates as it will affect production, world economic growth and current recession will also effect it. . There will be also some environmental factors that will affect like energy and environment and recycling of the plastic and other products like chocolate can be packed in completely recyclable packet. . Legal/ Educational factors will also influence like perception of people and what people think about the richer milk chocolates. : .Technological factors that will affect the brand are the internet as the product will be promoted using web marketing. The robotic manufacturing will also help in quick production.. Economic factors that will affect it are interest and inflation rates as it will affect production, world economic growth and current recession will also effect it. . There will be also some environmental factors that will affect like energy and environment and recycling of the plastic and other products like chocolate can be packed in completely recyclable packet. . Legal/ Educational factors will also influence like perception of people and what people think about the richer milk chocolates.
Micro environmental analysis :
Micro environmental analysis The group is the leader in the industry and enjoys a good support of the suppliers therefore the dairy milk silk will get benefits from this close supplier ties. The dairy milk series is trusted in the market and it enjoys public loyalty therefore the dairy milk silk will get this advantage. The industry enjoys a force of raw competition and dairy milk silk will have to compete to get the market share as there is price war. Dairy milk series enjoys customer loyalty which will benefit the dairy milk silk.
Internal factor analysis :
Internal factor analysis Men and Money: The group has sufficient financial and human resources and these factors help the dairy milk brand and the other brand of the group as well. Machines and Material: The group also have state of the art machines and enjoys a close relationship with the supplier and have sufficient material which help the brand. Management and Management information: The management of the group is highly qualified and skilled and the information system is up to date which provide timely information to make decisions. This help the brand.
Porter’s five forces analysis :
Porter’s five forces analysis Competitive rivalry in the industry: there is a huge rivalry in the industry and this rivalry in the industry make it attractive. Threat of substitute product: chocolate is a established product and million of people love it round the globe therefore there is not much threat of the substitute. Threat of new entrants: the confectionery industry has no barrier to entry and this make this industry open to competition and make it attractive. Bargaining power of supplier: the bargaining power is low due to large no of supplier which make it attractive. Bargaining power of customer: there is almost no bargaining power of customer which make this industry attractive.
SWOT analysis :
SWOT analysis Strengths of the brand: As Cadbury dairy milk is a established brand which enjoys good customer perception therefore it is the strength of the brand and the dairy milk silk will get benefit of it. The resources that the group have is also one of its strength and the no of products that it make will help in achieving economies of scale is also one of the strength of the brand. The acquisition of Cadbury by Kraft food Inc which make the group the leader in the confectionery industry is also a strength of the brand. Millions of customers around the globe is also one of the strength of the brand
. Weakness: The biggest weakness is the size of the group which make it difficult to innovate as the Kraft foods Inc has recently acquired the Cadbury so the group will focus to get the return and little or no focus will be given to the innovation. Large group size also make increase the time to make crucial decisions. Timing to implement the decision will also increase because of the group size which is also a weakness.
Opportunities: There are various opportunities for the brand and for the group as the group is one of the leading confectionery producers therefore it can increase its market share by reducing price and as it has sufficient resources which it can used to purchase other producers and increase its market share. There is also an opportunity to make new products as the group can afford it and with the two brand names it can market it. The combination of the US and the British manufacturer create an opportunity for the group as it has now presence in the biggest part of the world and it can get best workers and best people to manage the company. Offering different products under one brand name make it easy to market the product and to attract the customers. Large size bring economies of scale and synergies which help the brand the whole group as well.
Threats: large size is the biggest threat as if the acquisition does not work that it will affect all the brands including the dairy milk. Confectionery industry is open to competition which is a threat to the brand and for the group. Improved chocolate by some other producer will affect the brand and it create threats as the producers are always in search of something new. The industry is highly price sensitive and increase in price or decrease in income of people will result in decrease in demand for the product and will affect the brand. Combination of the British culture with a US, open the brand and group to a threat.
Audit of the strategy :
Audit of the strategy The dairy milk brand is marketed using market penetration strategy. As there is huge competition in the industry therefore the brand is marketed at low profit margin in order to win market share and to maximize profit by increasing sales volume. In my view the marketing strategy used to market the brand is fair enough because this attract s the right people at the right place and probably at the right time.
This strategy takes into account all the factors that is essential in promoting a brand like this and it pay close attention to market demand and customer expectation. That is why the dairy milk brand is that much popular that even a non chocolate lover know at least something about it. This shows the popularity of the brand and it is somewhat because of the successful marketing plan. The expenditure on the marketing of the brand also seem to be fair enough by comparing it with the competitors . In my view, some more effort is required to promote the brand like some sort of unique promotion techniques should be used in order to make the marketing strategy more successful. But on the whole, the strategy is good and it is working nicely.
Profile of target customers :
Profile of target customers Cadbury dairy milk is a fine rich chocolate which is specially produced for the chocolate lovers who like to eat finer chocolates and who love highly milky chocolates, therefore the target customers will be the existing chocolate eaters because it is unlikely that non chocolate eaters will try it. If I try to segment the target customers by life stages than it will be students, young adults and young families which will mainly be focused because these people are mostly tend to eat chocolates. Since chocolate is not an up market product therefore if we try to segment the target customers according to what they buy than it will be in the group of market (traditional, convenience and mainstream).
Current position of the dairy milk :
Current position of the dairy milk As stated earlier dairy milk is one of the renowned chocolate brands and it is sold globally. The brand enjoys a good reputation in the public and enjoys customer loyalty. It is affordable chocolate that provide somewhat different taste than others which is liked by its customers. That’s why the brand has the presence of over 100 years (since 1905). The brand is one of the most successful brands of the Cadbury (recently Kraft Foods Inc). Its richness in milk make this brand different from others and the new product dairy milk silk (more rich in milk and finer) will get benefit from the brand reputation and it will also perform well like the other products of the brands.
Cadbury Dairy Milk
Cadbury has launched a new variant of Dairy Milk branded as Dairy Milk Silk. The brand is currently running two TVCs for this variant
Watch the tvc here : Dairy Milk Silk Dance
: Dairy Milk Silk Conference
The brand has been moving away from the celebrity endorsed approach it was following in the last few years. The new campaign is refreshing and brings back the memories of its earlier iconic campaign ” Asli Swaad zindagi ka ” . I liked the conference one than the dance one.
As I understand , Cadbury Dairy Milk Silk is a smooth and silky version of the original Dairy Milk. The brand is priced at a premium over the Diary Milk which makes it an Upmarket Stretch in marketing terms.
The ads are spot on the brand’s core positioning of ” enjoying the moments”. The agency has conveyed the message in such a captivating manner that many adults who has forgotten about the original brand promise and experience will be attracted back to the brand. I hope that the brand will scale new positioning heights and it is a learning experience to watch this brand evolving itself.
Cadbury Dairy Milk Silk: ‘Coz a chocolate needs to be savoured By Neha Kalra, afaqs!, New Delhi,
February 05, 2010 Section: News Category: Advertising
Seeing the way women and kids eat chocolate, Cadbury realises that justice can be done to communication for chocolate only by depicting the way it is eaten Have you seen a baby eating chocolate, enjoying unselfconsciously not only what’s going inside the mouth, but also what is smeared everywhere else – hands, lips, clothes, et al? Get ready for another visually lip-smacking experience. For its new premium range, Dairy Milk Silk, Cadbury Dairy Milk (CDM) has introduced two TVCs, which highlight that the chocolate is smoother and richer than the original Dairy Milk. And they do it by showing what it’s like to consume a bar of chocolate with the purest form of joy. afaqs! samples the communication. The creative bite
In the first commercial, a man takes some time off in office, to relish a bar of Dairy Milk Silk at the end of a tiring day. While he enjoys the chocolate, nothing else seems to hold his attention, not even his wife’s call. The second piece of communication has two women losing out on giving their Arangetram performance (debut performance in Bharatanatyam), in the pleasure of gratifying themselves with a bar of Dairy Milk Silk. Nikhil Rao, assistant vice-president – marketing, Cadbury India explains that the original brand, Dairy Milk has been customised to suit the seasons in India, and has also been made widely available, even in remoter parts of the country. According to him, with 100 per cent awareness and 90 per cent preference, Dairy Milk, as a brand, is well-established.
“Kids and women how to eat chocolate best – they microwave it, wait for it to melt and savour it a bit; as compared to a 35-year old who simply finishes off the entire bar in a jiffy. The creative brief was to bring the long, indulgent process to life,” reveals Rao. As per Manoj Shetty, executive creative director, Ogilvy, the product is essentially a smoother and ‘silkier’ version of CDM, and that is what the communication depicts visually. He adds that the values of CDM’s Kucch Meetha Ho Jaaye, and the happiness involved with the brand, were consciously kept very much intact. The music score has been given by Amar Mangrulkar, and the films have been shot in Mumbai over a period of two days. They have been directed by Vinil Matthew and produced by Footcandles. The not-so-silky way
This is the first time Cadbury has launched a premium range of Dairy Milk, the 60-year old brand which contributes to about 35 per cent of the company’s revenues (out of the total 70 per cent that comes from chocolates). CDM has had various taste variants, including Dairy Milk Fruit& Nut, Roasted Almond and Crackle, which are themselves 20-30-year-old brands. A variant for kids, CDM Wowie, is a relatively recent entrant. Besides, CDM Shots is the smaller-sized, more affordable variant of the original chocolate brand. For CDM, the Kucch meetha ho jaaye proposition is about great occasions, such as passing the 12th standard (Pappu paas ho gaya).
CDM Silk has been positioned to be about ‘moments’ — moments when the chocolate is enjoyed, moments which are like silk. CDM has about 35 per cent share of the Indian chocolate market. Nestlé with its brands, Munch, KitKat, Bar One and Milkybar, has about 25 per cent. Cadbury 5-Star has about 14 per cent; while Perk and Gems have seven per cent each. Cadbury Celebrations has 5 per cent, and Cadbury Bournville has about 1 per cent market share. According to AdEx estimates, the chocolate category spends about Rs 135 crore on television advertising. Given that Cadbury has 35 per cent market share, its spends would be approximately Rs 45 crore. ‘Silk’ily sliding through?
Shivanand Mohanty aka Doc, creative head, Dentsu Communications, likes the casting and the use of music. He, however, feels that the new product ‘news’ could have been much stronger, and the creative idea more impactful. “The new product ‘news’ isn’t nailed as strongly as it could have been. What makes Silk special?” he questions. About comparing the communication for CDM Silk with other brands in the Cadbury stable, he feels that brand Cadbury’s bordering-on-bizarre work for Bournville was highly memorable. “Internationally, Cadbury has made waves with a gorilla drummer. Even here in India, with Amitabh or without, most Cadbury commercials have either a powerful image or a strong message (sometimes both) to stand out. This set, however, seems a little thanda on that score,” Doc concludes. Attempting to understand the strategy, Challapalli Kalyan Ram, national head of disruption practice and head of strategic planning — Mumbai, TBWA India, slots the evolution of Cadbury’s communication in phases.
“Meetha chase (take market share from ‘mithai’, and hence, grow by eating into traditionally non-chocolate occasions) — the communication right from Miss Palampur is strategically built to unlock this task. Gifting with the Cadbury Celebrations portfolio has been another way of achieving the same task.” “Up-ageing is the third leg by which Cadbury wants to grow the category. Adult chocolate consumption in India is very low…the famous Cadbury ad, ‘kuchh khaas hai hum sabhi mein’ aimed to do this.” About the communication for CDM Silk, he says, “The obvious part of the communication is the self-indulgent product and the irresistibility of it (shown in the way people gobble up the chocolate, unmindful of other important things or how they look while consuming it). The subtle part is the cueing towards adult consumption as a personal, indulgent eating experience.” Kalyan feels that the strategy for this particular creative definitely delivers on one thing — provoking quite a few chocolate lovers to try this chocolate. “But is it strong in achieving the desirable task of targeting the young adult/adult consumers and bringing in less frequent chocolate eaters into the fold? I have my doubts.”
* 1. PRAXIS BUSINESS SCHOOL Brand Image Measurement – ‘Cadbury Dairy Milk’Submitted To: Prof. Srinivas GovindrajanPresented By: Ankita Singh Arunachalam Ramanathan Gaurav Talwar Zeeshan Mohammad * 2. EXECUTIVE SUMMARYCadbury Dairy Milk is considered to be the „golden‟ brand under the corporate umbrella,Cadbury (now acquired by Kraft), since its 107 years of existence. In its initial years inIndia, this brand was a monopoly in the chocolate market due to less competition. Thisgave the brand a big boost to be easily accepted by the consumers and thus, it was able tocharge a premium for its sheer quality and exceptional taste.Cadbury Dairy Milk is a clear
winner with respect to the market share in the chocolatecategory in India. This gives us the past performance of the brand, but is uncertain aboutthe future growth. Thus, based on two models the brand audit was conducted:Young & Rubicam’s Brand Asset Valuator®This quantitative model gives the current strength and growth potential of the brand.
Italso conveys whether the consumers‟ perception of the brand is same as the messageconveyed by the brand.Zaltman Metaphor Elicitation TestThis qualitative model gives the consumers‟ inner values of the brand. It also conveys thecurrent perception of the brand.Based on the analysis of both the models, Cadbury Dairy Milk will be the leader in thechocolate market due to its excellent positioning and marketing mix. 2 * 3. TABLE OF CONTENTSS.NO TITLE PAGE NO 1 Timeline of Cadbury 4 2 Young & Rubicam‟s Brand 9 Asset Valuator® 3 Zaltman Metaphor 16 Elicitation Technique 3 * 4. TIMELINE OF CADBURY 1824 – John Cadbury opened a shop in Birmingham in UK 1897 – The Cadbury Brothers first made milk chocolate 1900 – George Cadbury was determined to meet this challenge and, together with the experts from the Bournville factory, started to research new recipes and production methods 1904 – The recipe was perfected and a delicious new milk chocolate was made with full cream milk 1905 – The chocolate was launched under the name Cadbury Dairy Milk (CDM) 1948 – Cadbury India limited was set up as a wholly owned subsidiary of the UK-based Cadbury Schweppes Overseas Limited 2010 – Kraft acquired CadburyTransformation of Cadbury Dairy Milk: 4 * 5. Cadbury India Limited:Cadbury has successfully differentiated CDM over the years by strategic brand buildingin India.
The company had realized that chocolates by itself do not satisfy any immediateneeds (soft drinks would satisfy thirst, ice cream would provide relief from heat), so theywould have to be associated with human feelings of romance, magic, love and affection.So it had at one point of time employed emotional attachment as basis of differentiation. Market Share of Chocolates in Market Share of Chocolates in India (2011) India (2011) (Rs.2500 crore) (Rs.2500 cr) 6% 30% 43% CDM 22% Cadbury 5 Star Nestle 14% Munch 72% 5% 8% Others Kit Kat OthersOn analyzing the market, the success of the company can be associated to:The Pioneer Advantage (First Mover Advantage) – Cadbury was the first to enter theIndian market in 1948. For a long time, it was practically the only dominant player in themarket. It, therefore, enjoyed a large share of both customer‟s heart and mind. So muchso that for an entire generation, chocolate was synonymous with Cadbury. It is onlyrecently that the company has started facing some threat from Nestle.A Strong Endorser brand – Cadbury realized early that volumes would not be enough tosupport all its brands with heavy advertisements.
Hence they took CDM as the flagshipbrand and advertised it heavily to popularize the brand name to help the flanker brandsaround CDM. 5 * 6. Right Product Formulation – The climatic conditions and the Indian taste were verydifferent from the western markets (where the company first started its operations).Cadbury was able to successfully reformulate its product as per the Indian conditions,while Nestle could not do so in its initial stage.Presence in all segments – Cadbury has a presence in the entire range, starting from lowpriced hard-boiled sweets and sugar confectionery to the premium range of chocolates.The company also claims success in all these segments it has been entering recently.BRAND POSITIONING:Positioning is the space occupied by Cadbury Dairy Milk in the minds of the consumer.For the chocolate market, Cadbury is pitted against competitors like Nestle, Amul andsubstitutes like, chips, biscuits, mithai and other light snacks. Idea of positioning Cadburyis to occupy a distinct space, which is differentiable, yet powerful.Phase 1:This ad firmly established awareness for CDM in the country. It broughttogether cricket, youth and a simple catchy tune.
The most important aspect was that the Target Group (TG) was theprojected audience of the advertisement. The TG was No Longer limitedto kids. It was about every age group of life, from kids to adults. Thecampaign positioned Cadbury to be associated with the „special quality‟that all of us possess and are particularly proud of (kuch khaas hai hamsabhi mein)The efforts were focused on expanding the market piesimultaneously with its share in it. 6 * 7. Phase 2: Cadbury wanted to increase the number of occasions for chocolate consumption. They realized that CDM might be an impulse buy, but it was not impulse consumption. When the „impulse buy‟ to „impulse consumption‟ transition takes place, the frequency as well as quantity of purchase goes up. Hence, Cadbury gave the users more reasons to eat chocolates through the following ad: “Khane Waale Ko Khane ka Bahana Chahiye”Phase 3:Chocolate consumption is always seen as an act of indulgence and self-pampering by the individual. This was followed up by positioning CDM asthe means to celebrate happiness in both small and big things in life.
Thefoundation was laid about CDM being the celebration mode, using thefamous „pappu paas ho gaya„ campaign with Amitabh Bacchan. This wasthe first connect to CDM being usable as „sweets‟.Phase 4: They have now recently started positioning CDM as a sweet- substitute. Bringing in occasions of sweet consumption, such as beginning new endeavors (shubh aarambh), CDM has put itself as a possible replacement for sweet. The campaign sticks to the original backdrop of simple things in life that bring a smile to face. 7 * 8. PROMOTION:Cadbury’s Mishti Shera Shrishti- a creative Brand CampaignA creative Brand campaign hit the streets of Kolkata on Monday, 9th January 2012.Scenario: After Kuch Meetha Ho Jaye, (encouraging families to enjoy Cadbury‟s postdinner) Cadbury moved one chain up. They conducted a competition amongst 9 Mishtimakers (such as KC Das) and the subject was to make sweets with CDM as an ingredient.
The best Mishti Maker Award was given based on the consumers‟ feedback.Objective: To increase the consumption and to encourage the usage of CDM as anintegral part of sweets 8 * 9. YOUNG & RUBICAM’S BRAND ASSET VALUATOR®Young and Rubicam, a marketing communications agency, developed a quantitative toolcalled Brand Asset Valuator® (BAV). It was developed to diagnose the power and valueof a brand. BAV uses two dimensions: 1. Brand Vitality (Strength): It is a combination of Differentiation (Distinction of brand in the market) and Relevance (Brand‟s appropriateness to the customer) 2. Brand Stature: It is a combination of Esteem (Quality perception, Popularity and regards for the brand in the mind of the consumers) and Knowledge (Recognition and recall of the brand).FOUR PILLARS OF BRAND ASSET VALUATOR®:Relevance: It measures the personal appropriateness of a brand to a consumer and isstrongly tied to household penetration.
Differentiation: It is a technique that measures the strength of the brand‟s meaning and italso helps the brand to stand apart from its competitors.Knowledge: Brand knowledge is about the awareness and understanding of the brand‟scharacteristics. This gives the level of involvement shown by the consumer towards thebrand. 9 * 10. Esteem: It is the extent to which consumers like a brand and hold it in his/her highregards. It is driven by two factors: Perception of quality and popularity, which dependsupon the country and culture.RESEARCH METHODOLOGY: Sample Size: 40 Target Group: Consumers of Chocolate in the age group of 18-25 Sampling Technique: Simple Random Sampling Data Collection: Computer Assisted Personal InterviewingFor this research, Cadbury 5 Star, Nestle Munch and Nestle Kit Kat were taken ascompetitors of CDM.The results of questions 1 – 6 gave the number of respondents who answered thequestions correctly. Each question was given a weightage (in their respective pillar i.eKnowledge and Differentiation) and was multiplied with the number of correct answers.
The summation of the results (in each pillar) gave the brand‟s overall score, rank,percentage.The results of questions 7 – 8 gave the number of respondents who preferred a brand,based on the personal characteristics and purchase parameters. Each question was given a50% weightage and was multiplied with the number of responses for a particular brand.The results of questions 9 – 10 gave the number of respondents who preferred a brand tothe others, based on their esteem factors. The respondents were told to rank the brandsfrom 1 to 4 and their weights were assigned from 4 to 1. The weights were multipliedwith their respective ranks. Each question was a given a 50% weightage. 10 * 11. QUESTIONNAIRE DESIGN: 1. What are the visuals present on the package of the following chocolates (other than package colour & name of chocolate)? [Brand Knowledge: 25%] Correct Incorrect a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat 2. Match the tagline with the respective brand [Brand Knowledge: 35%] Dairy Milk 5 Star Munch Kit Kat a) Jo Khaye, Kho Jaye b) Have a Break, Have a ____ c) Big Bite, Light Inside d) Kuch Meetha Ho Jaye 3.
Identify the advertisement [Brand Knowledge: 45%] Correct Incorrect a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat4. What is the colour of the package? [Brand Differentiation: 25%] Blue Violet /Purple Gold Red a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat5. What is the design of the chocolate? [Brand Differentiation: 25%] Correct Incorrect a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat 11 * 12. 6. Identify the chocolate after tasting it [Brand Differentiation: 50%] Correct Incorrect a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat7. On what parameters, will you purchase the following chocolates? [Brand Relevance: 50%] Dairy Milk 5 Star Munch Kit Kat a) Price b) Chocolate taste c) Variety d) Grandness e) Celebrations (Birthday, Achievements etc) f) Emotional Connect (To say sorry, to convey your love &care etc)8. According to you, which characteristics represent the brand?[Brand Relevance: 50%] Dairy Milk 5 Star Munch Kit Kat a) Enthusiastic b) Affectionate c) Friendly d) Humble e) Royal9. When you gift the chocolate, which brand will you prefer? (Rank from 1 to 4)[Brand Esteem: 50%] a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat10.
Which brand do you associate yourself with? (Rank from 1 to 4)[Brand Esteem: 50%] a) Cadbury Dairy milk b) Cadbury 5 Star c) Nestle Munch d) Nestle Kit Kat 12 * 13. BAV ANALYSIS: 1) Cadbury Dairy Milk Dairy Milk 100% 94% 94% 91% 80% Percentage 58% 60% 40% 20% 0% Brand Knowledge Brand Esteem Brand Relevance Brand DifferentiationBased on the percentages in all the four pillars, Cadbury Dairy Milk is a strong brand andthe leader in the chocolate market as it has high brand stature and brand vitality. 2) Cadbury 5 Star 5 Star 95% 100% 80% 74% 64% Percentage 60% 40% 20% 20% 0% Brand Knowledge Brand Esteem Brand Relevance Brand DifferentiationCadbury 5 Star is a strong brand but has to be repositioned due to its low relevance andhigh differentiation. 13 * 14. 3)
Nestle Munch Munch 80% 74% 67% 60% Percentage 39% 40% 20% 11% 0% Brand Knowledge Brand Esteem Brand Relevance Brand DifferentiationNestle Munch is on the verge of a declining brand. It is highly differentiated based ontaste. Due to its low relevance and high differentiation, it has to be repositioned. Due toits high knowledge and low esteem, its brand personality has to be rectified. 4) Nestle Kit Kat Kit Kat 100% 78% 74% 80% Percentage 54% 60% 40% 20% 12% 0% Brand Knowledge Brand Esteem Brand Relevance Brand DifferentiationNestle Kit Kat is on the verge of a declining brand. This brand is highly differentiatedbased on colour of the package and design of the chocolate, but not by taste. Since it hasvery low relevance and high differentiation, the brand has to be repositioned. 14 * 15. BAV Power Grid: 15
* 16. ZALTMAN METAPHOR ELICITATION TECHNIQUE (ZMET) ZMET is a qualitative research technique used to discover a person‟s conscious and unconscious thoughts about a brand. It is conducted by asking him/her to collect pictures of his/her mental representation of the brand. These pictures act as metaphors that serve an entry point into his/her feelings. Pictures are very important in a research because some feelings can be missed out in the absence of it. ‘A picture is worth a thousand words’ORIGIN OF ZMET In 1990, Dr. Olson Zaltman (founder of ZMET) thought about the power of usingimagery in research while on a vacation in Nepal. Zaltman gave the local residents somedisposable cameras and asked them to take pictures that would explain „What life waslike in their villages‟. After developing the pictures, Zaltman returned to the village to ask the residentsabout what they meant in the photograph. For example, the photographers often cut offpeople‟s feet in the photographs and this was intentional. In Nepal, bare foot is a sign ofpoverty. Zaltman believed that the imagery tended to reveal ideas that would have beendifficult or unacceptable to put into words.
BRANDS THAT USE ZMET 16 * 17. RESEARCH METHODOLOGY:Sample Size: 8Target Group: Consumers of chocolate in the age group of 18-25Steps followed in ZMET:1. Narrate an incident– The respondent was asked to narrate an incident where CDMplayed a vital role2. Images that were missed – The respondent was asked whether he missed a picturethat could have represented his/her feelings about CDM.3. Sort pictures– The respondent was requested to collate the pictures (collected byhim/her) into groups4. Construct Elicitation (Kelly Grid) – The interviewer randomly selected three picturesand asked the respondent, „How were the two pictures similar and different from the thirdone?‟. This gave an insight about their different perceptions about CDM.5. Most Representative Image: The respondent was asked to select a picture fromhis/her collage as the most representative image of CDM.6. Opposite Image: The respondent was asked to describe the opposite feeling of CDM,in order to understand his/her negative perception of the brand7. Sensory Images: The respondent was asked to indicate the most important attribute ina chocolate (i.e taste, colour etc)8. Mental Map: The respondent was requested to collate all the pictures in one slide 17 * 18. PICTORIAL ANALYSIS: 18
* 19. The common perceptions of Cadbury Dairy Milk by 8 respondents:Thus, from the above description, the common perception of the brand is„Cadbury Dairy Milk is an universally accepted brand that instigates a child likebehavior and happiness amongst all the age groups due to its exceptional taste. It isconsidered to be one of the best gifts in order to show your love and care for someone asit looks royal, affordable and convenient to purchase.‟