Brand and Dairy Milk
PROJECT REPORT ON CADBURY
INTERGENERATIONAL BRANDING BY BRAND
SUBMITTED TO:
Prof. Jone Mathews
SUBMITTED BY:
APURV SINGH (PGFA1108)
NIKITA KHANNA (PGFA1130)
PAARIJAT (PGFA1131)
PAYAL GUPTA (PGFA1132)
SANCHI MALHOTRA (PGFA1140)
SHOBHIT MITTAL (PGFA1144)
Executive Summary
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. Currently Cadbury India operates in five categories, which are Chocolate Confectionery, Milk Food Drinks,
Candy, Gum and Snacks category.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5
Star, Perk, Éclairs, Celebrations, Temptations and Gems. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.
Earlier Cadbury Dairy Milk had positioned itself as a chocolate for kids . Later it was repositioned as a chocolate meant for all age groups emphasizing on the children hidden in us.
The model that we have used is Customer Based Brand Equity Model and with the help of this model we have analyzed that how Cadbury Dairy milk has evolved since years and its perception has changed in the minds of consumer overtime.
Cadbury Dairy Milk has done this perception evolving process with the help of aggressive advertising and they have been very successful in achieving their target.
COMPANY OVERVIEW HISTORY (CADBURY)
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
INTERGENERATIONAL BRANDING BY BRAND
SUBMITTED TO:
Prof. Jone Mathews
SUBMITTED BY:
APURV SINGH (PGFA1108)
NIKITA KHANNA (PGFA1130)
PAARIJAT (PGFA1131)
PAYAL GUPTA (PGFA1132)
SANCHI MALHOTRA (PGFA1140)
SHOBHIT MITTAL (PGFA1144)
Executive Summary
The story of Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with chocolate lovers in India began in 1948. Currently Cadbury India operates in five categories, which are Chocolate Confectionery, Milk Food Drinks,
Candy, Gum and Snacks category.
In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5
Star, Perk, Éclairs, Celebrations, Temptations and Gems. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Their flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer.
Earlier Cadbury Dairy Milk had positioned itself as a chocolate for kids . Later it was repositioned as a chocolate meant for all age groups emphasizing on the children hidden in us.
The model that we have used is Customer Based Brand Equity Model and with the help of this model we have analyzed that how Cadbury Dairy milk has evolved since years and its perception has changed in the minds of consumer overtime.
Cadbury Dairy Milk has done this perception evolving process with the help of aggressive advertising and they have been very successful in achieving their target.
COMPANY OVERVIEW HISTORY (CADBURY)
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
Bibliography: * www.google.com * www.wikipedia.com * www.cadburyindia.com * www.asnwers.com * www.youtube.com