Cadbury's Dairy Milk, Brand Equity Measurement
Praxis Business School
Brand Equity Measurement of Cadbury Dairy Milk
A report submitted to
Prof. S. Govindrajan
In partial fulfilment of the requirements of the course
Product and Brand Management
On 3-09-09 By Abhishek Das (B08002)
Nabila Azmatulla (B08018) Parikshit Ghoshal (B08021) Somnath Roy
~1~
(B08032)
Executive Summary
Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. The brand equity model that we have developed is BrandWagon Brand Equity Model. This model addresses the short-term and long-term robustness of the brand. For testing the short-term robustness, we have taken 2 parameters: ― Loyalty index (Net Promoter Score model & share tier-behaviour) ― Loyalty driver (Multi attribute attitude model) For testing the long-term robustness, we have taken 2 parameters: ― Brand Malleability-tests the consistency and the insulation of the brand from trends (Share Tier approach & Psycho Social Connect) ― Brand Leveragability-tests the brand’s ability to perform well over the PLC (an adaptation of Millward Brown & a correlation test) Findings: ü Chocolate category has nearly 33% impulse purchase consumers. Of the remaining, Cadbury Dairy Milk fares the best on loyalty ü Cadbury Dairy Milk & 5 Star have a higher net promoter score compared to other brands. Hence, a more loyal customer base ü The loyalty drivers for Cadbury Dairy Milk are ease of availability, sweetness, softness and hygiene. ü The current brand ambassador and advertisements are not providing much value to the consumers. ü To a certain extent consumers are price sensitive. Cadbury Dairy Milk has a high market share (40%) and equity share (54.08%) mainly because of the superior quality perception. However, Bourneville on the other hand has a low share because of the high price. ü Contribution of loyal customers towards the chocolate category is 49.93% ü
Brand Equity Measurement of Cadbury Dairy Milk
A report submitted to
Prof. S. Govindrajan
In partial fulfilment of the requirements of the course
Product and Brand Management
On 3-09-09 By Abhishek Das (B08002)
Nabila Azmatulla (B08018) Parikshit Ghoshal (B08021) Somnath Roy
~1~
(B08032)
Executive Summary
Brand equity refers to the marketing effects or outcomes that accrue to a product with its brand name compared with those that would accrue if the same product did not have the brand name. The brand equity model that we have developed is BrandWagon Brand Equity Model. This model addresses the short-term and long-term robustness of the brand. For testing the short-term robustness, we have taken 2 parameters: ― Loyalty index (Net Promoter Score model & share tier-behaviour) ― Loyalty driver (Multi attribute attitude model) For testing the long-term robustness, we have taken 2 parameters: ― Brand Malleability-tests the consistency and the insulation of the brand from trends (Share Tier approach & Psycho Social Connect) ― Brand Leveragability-tests the brand’s ability to perform well over the PLC (an adaptation of Millward Brown & a correlation test) Findings: ü Chocolate category has nearly 33% impulse purchase consumers. Of the remaining, Cadbury Dairy Milk fares the best on loyalty ü Cadbury Dairy Milk & 5 Star have a higher net promoter score compared to other brands. Hence, a more loyal customer base ü The loyalty drivers for Cadbury Dairy Milk are ease of availability, sweetness, softness and hygiene. ü The current brand ambassador and advertisements are not providing much value to the consumers. ü To a certain extent consumers are price sensitive. Cadbury Dairy Milk has a high market share (40%) and equity share (54.08%) mainly because of the superior quality perception. However, Bourneville on the other hand has a low share because of the high price. ü Contribution of loyal customers towards the chocolate category is 49.93% ü
Bibliography: à Does your brand mean enough to diversify?-Page & Farr à In Search of True Brand Equity Metrics: All Market Share Ain’t Created Equal- Reynolds & Phillips à Brand Guide-The Chartered Institute of Marketers 2003 http://www.cadburyindia.com/brands/choco1.asp http://en.wikipedia.org/wiki/Brand_equity http://www.zibs.com/knowles.shtml http://www.satmetrix.com/satmetrix/netpromoter.php?page=1 http://customerthink.com/blog/customer_loyalty_2_0_part_5_measureme nt_and_m à http://www.customermanufacturing.com/customerloyalty.shtml à http://api.ning.com/files/IMR7R9Mz2mj2Ui1qE77hqYCr2-AxyIEE917SuqldNqKRQ9TGTSDka8rn6DxL5qoK3yYGAMztDqdIO2SgrkOpYB tjcgyFc1/B.EquityModels.htm à à à à à ~ 27 ~