Brand Audit of Cadbury Dairy Milk

BRAND AUDIT OF CADBURY DAIRY MILK

Presented By:

Group 1:

Sonia Dadlani

Leena Chellani

Pallavi Vats

Chandan Pahelwani

Nikunj Gajara

Atirek

Neeraj

Yashwant

TABLE OF CONTENTS

LIST OF FIGURES

ABSTRACT

The journey of Cadbury started way back in the year 1905 from Bourneville, UK. But it came to Indian market in 1948. From the time it was introduced in India, Dairy Milk has been the market leader in the confectionery segment. It has average daily sales of 1 Million bars.

The reason that our group chose Cadbury Dairy Milk for the Brand Audit is that it provides us with ample scope to study the various aspects of Branding like Communication Strategies, Innovative Ad Campaigns, and Emotional Connect with Consumers, Brand Repositioning, and Rebranding etc…

We will study the evolution of Cadbury Dairy Milk by focusing on following Aspects:

BRAND HISTORY

In 1824, John Cadbury opened a shop in Birmingham. This one-man business, trading mainly in Tea & Coffee was to be the foundation of Cadbury Limited. For over 100 years Cadbury was a family business. In 1943 non family directors were appointed. In 1847, the enterprise had prospered to a large factory in Bridge Street, Birmingham. John Cadbury took his brother Benjamin into partnership and the family business became Cadbury Brothers Birmingham.

The business moved to Bourneville after outgrowing the Bridge Street Factory. The Workforce had risen up to 200 after 32 years at Bridge Street. After the death of two brothers in 1899, the company was privatized. It entered the era of scientific management; it introduced new ideas for their department like:

On 2nd February, Kraft Foods took over 71% shares of Cadbury. They acquired it totally. But still Cadbury was on top in the market. This acquisition did not changed people’s mind and their craze for Cadbury Dairy Milk.

OPERATIONS

Cadbury’s operations are carried out in many countries. Few of them are:...