Brand Elements of Cadbury
Autor: iammehlicious • November 7, 2016 • Case Study • 3,402 Words (14 Pages) • 1,759 Views
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Cadbury Dairy Milk
Brand Analysis and Recommendations Report
23 July 2016
15150127 Shanna Ang Shi En
Content
1. Cadbury Dairy Milk’s CBBE 1.1 Brand Equity | 3 5 |
2. Points of Difference (POD) and Points of Parity (POP) 2.1 Points of Parity 2.2 Points of Difference | 6 7 7 |
3. Cadbury’s Milk Line Extension Analysis | 8 |
4. References | 12 |
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The customer-based brand equity model looks at brand equity through a customer’s perspective, giving Cadbury insights on how the brand can continue to improve, manage and build themselves (Keller, 2013).
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Salience:
There is high brand awareness, brand recognition and brand recall (Lin, 2013). Their iconic Pantone 2685C purple shade is highly recognized worldwide and has been in use since 1914 (Gosling, 2012; Nieburg, 2016; Lighthouse Independent Media, 2013). In fact, in the legal battle ensued between Cadbury and Nestle, the Judge ruled that there is evidence with the purple shade being associated with Cadbury (Bloomberg, 2012).
Imagery:
Cadbury targets all age groups and is associated with celebrations and joyous occasions. Cadbury’s marketing campaigns encompasses the idea of ‘joy’ such as the Joyville campaign (Ward, 2014). Cadbury has a classic image with a rich brand history with the brand being establish in 1824. Cadbury has always maintained their brand commitment and slogan of “A glass and a half of milk in every bar” since 1928 (Kattan, 2013).
Performance:
Brand performance defines how well Cadbury meets their customer’s needs.
Cadbury has disappointed fans with its performance by cutting down the size of their chocolate bars, yet keeping the price the same (Milman, 2015; Dean, 2015). This has greatly impacted the consumer’s view of Cadbury in terms of product reliability.
The difference in chocolate used in Cadbury’s crème eggs have left fans disappointed. It costed Cadbury a loss of £6m in sales for it (Wallop, 2016; Moore, 2016)
Cadbury has redesigned a reclose feature on their chocolate bar to protect the freshness of the chocolate after the consumer has opened it. They have also altered the shape of the chocolate bar to a rounder one as it promotes smoothness and melting in the mouth. It won them a gold award at Global Design Pentawards 2013 (Nieburg, 2013)
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