Essay on Brand Audit of Cadburys

Published: 2022/01/10
Number of words: 2994

1.0 Introduction

Cadburys brand is a product of a Multinational Confectionery company. Mondelēz international owns the brand name and control. The brand’s origin is in Britain while one would be thrilled to experience its presence all over the world. By market capitalization, the company hold the second position worldwide in the field of confectioneries manufacturing. Its headquarters is the United Kingdom in London (Pecoriello, & Black, 1996). A closer look at the level of operation of the company on a global level reveals that Cadburys operations are wide.

The company boasts of teams and areas of operations in almost fifty countries. In relation to the types of co products the company offers the company, one realises that the company produces Dairy Milk and crème Egg chocolate. These are perhaps some of the most important products for the organization. In relation to Cadburys inception, the company began operation in 1824. The company invention’s credit lies on John Cadbury. Cadbury carries the credit of the company, which originates from when he sold drinking chocolate, tea, coffee and other products (Hollis, 2008). The company further made a leap when the brother of John became a shareholder.

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The next business progression came when his sons joined in the business. The company’s brand on the other hand, developed a premise for its production (Pennington & Ball, 2009). The management of the organization additionally made the working condition of workers favourable thus improving the Brand name. Over the years, the brand has undergone various transformations with various mergers taking root. The company records of mergers with Schweppes and other organizations (Morgan & Rego, 2009).

In relation to its revenues, records on their 2011 balance sheet reveal that the company makes over 11billion pounds. The company additionally boasts of over 70,000 workers as shown by company records of 2008. In relation to its popular markets, Cadburys is popular among citizens in Ireland, United Kingdom the United States of America and other markets (Fitzgerald, 2005).

1.2 Cadbury Dairy Milk Brand

Cadbury Dairy Milk became a brand in the United Kingdom in the year 1905. The brand has taken root among many customers in the region and in international markets. It has been the company’s wish to utilize various marketing and advertisement strategies to meet market demands. The brand markets itself in the market as the only product whose material come from exclusive milk chocolate (Keller, Parameswaran, & Jacob, 2011). The brand bars of Dairy Milk are popular due to its distinctive packing features. The Chocolate bars are sold in packaged with purple and white coloured features.

The brand popularity began from its inception in the year 1914. From that year to the present production period Cadbury Dairy, milk brands have increased in number. Various brands on the product with fruit and Nut feature have become popular in the market. The company went to the extent in the year 1928 to post a slogan “Glass and a Half”. The slogans intention was to communicate to consumers that the product had a lot of milk in its constituents (Bradley, 2011). The company’s bars on the other hand, received a change of shape in the year 2012.

The company’s strategic team concerned with branding saw the need reshape the bars. In that year, the company changed its brand shape from chunks into circular bars. The trademark of Cadburys by the year 2008 had a purple colour on the wrappers of its bars. However this was a wrong move in terms of branding since nestle succeeded in discouraging the use of Purple wrappers.

In relation to brand advertising Cadburys Dairy Milk brand, the company has kept a strong slogan on milk’s use. The company has ventured in marketing the product in other countries of the world. The company say the need to advertise its products in India. Since India has a huge population of over 1bilion citizens, the company say a thriving market. In respect to marketing Cadbury products in India Cadbury Dairy Milk is a leader.

The company has a market sale ranging to 1 million on a daily basis. The company branding strategies borders on various aspects of the environment and forces in the market (Hollis, 2008). One of the important features of Cadburys Dairy Milk lies on its communication strategies. Other factor to a successful branding procedure for the company lies on its innovation on advertising campaigns. Rebranding, repositioning in the market as well as emotional connection with customers makes Cadbury Dairy Milk popular.

1.3 Marketing of Cadbury

Cadbury product has been product has been profitable in the market due to its marketing strategies. The actions of marketing for the organization border on its marketing teams. It is true that the marketing teams of Cadbury Milk brand understand their responsibilities. The same class of employees understand all the issues related to the safety of the foods produced. The company’s brand successes are pegged on the influence of specialised employees. The company is marketing mix takes the shape of varied aspects. The marketing mix refers to all the processes that lead to the product (Keller et al 2011). For the Dairy milk brand, the marketing mix revolves around the planning, processing and marketing phases. The company’s brand satisfied the essence of having an efficient marketing strategy. The strategy of the brand in terms of marketing ensures that the four marketing “P’s” come to fulfilment. These aspects include the product, pricing, promotion and place.

1.4 Market Sustainability and communication


In respect to the product aspect of Cadbury brand, the company is under the ownership of a major manufacturer. On the other hand, the manufacturer stimulates its presence in the world through operating a service industry. The organization’s products transcend over vast countries and nationalities (PR, 2013). The company is a special competitor in the market. Its products vary in great depth.

Its own products earn a huge market in the United Kingdom and in other regions. For example, the organization owns a huge chunk of the chocolate market. In respect to the market, the company specializes in the production of various products that meet consumers’ needs (Harris, 2013). Some of the products that Cadburys brand concentrate on includes Dairy milk. Other products in the industry include éclairs and other beverage products. Further, the company has been a leader due to its strength in the production line. Due to the variety of products present in the organization, the brand has been successful all over the world.


As a marketing mix strategy Cadburys Dairy, milk brand cuts across ranges of consumers. In respect to price, the organizational marketing mix implies that price relates to the quality products. As the quality of the products range high so does the price. In respect to Cadburys, products Oreo and beverages products price range high. The company’s marketing strategy targets all categories of customers. The pricing strategy covers the needs of consumers of high priced products. It is also an organizational policy that the pricing provides reasonable charges for products. Other products such as éclairs range low in the market. Of all of the brands of the organization Dairy Milk brand takes the premium position (Fill & Roper, 2012). This positioning of the product relates to its position in the target market.

The products price is reasonable and therefore cuts across various marketing segments. Pricing of the Chocolate products is different depending on the needs of consumers in the market (Harris, 2013). The positioning of the Cadburys Dairy Milk brand makes it a leader in the market. The company position the product on the position of gifting products. This positioning has made the product fetch high price levels and sales volumes. It is imperative to note that the product’s sell level seem to be high on the festive seasons.


In relation to aspects that consider the placing of Dairy Milk products in the market certain perspective influence Cadbury brand. These marketing strategies influence the distribution channels of the product. In respect to distribution of Cadburys Dairy Milk products, the network is widespread. The distribution networks mostly target urban market areas. However, it is also imperative to note that the company targets other markets in their quest. Cadburys distribution networks follow the same as FMCG designs (Keller et al 2011). These marketing designs follow the principle of breaking bulk distribution.

In contextual framework representation, the bulk is broken through a number of steps. The breaking of the bulk begins at the company. The company distributes huge volumes of products to various agents around the market. The next step of the product movement is from the agents to the Distributors. The distributors then break the bulk by providing the product to the end consumer (Joseph, 2014).


In respect to the promotional activities of Cadburys products, the firm uses different strategies for different products. The promotional approaches of the organization cover diverse perspectives. In relation to this perspective, the organization positions some of its products to capture certain market needs. For example the firm understands that youngster love sweet products. To capture this market demand the firm specializes in producing sweet products. One needs to understand the structure the organization employs in promotional activities. The organization combines the use of ATL and BTL methods of marketing (Joseph, 2014). The organization has strong presence due to its hoarding values. On the other hand, the farm has been instrumental in using Flex banners in hotels corners and in Shops.

1.5 Consumer Analysis

In relation to consumer analysis of the brand in the market, Cadbury dairy milk utilizes various perspectives. The organization utilizes the influence of demographics, genders, income of consumers and income. Other aspects of importance in relation to consumer analysis relates to the attitude of customers, rate of usage and the level of status of customers. The other aspect that provide occasion for analysis is the influence of festivities (Laforet & Saunders, 2005). In respect to the users’ status, Cadburys has the ability to interact with users’ status. This ability to detect the status of users lies with the organization tracking of consumers’ actions.

The aspect related to attitude of consumers, the organizations analysis reveals that the firm has enthusiastic users. An analysis on the importance of occasions and festivities on the sell volume reveals that consumers purchase products on a regular basis. Further studies reveal that sell volumes rise during festivities. Another behavioural aspect of analysis is the decision roles of consumers of Cadburys products (Fill & Roper, 2012). It is true that the young population as well as children serve as important consumers in the market.

Their decision role towards the purchase of Cadburys products reveals a huge market. In respect to the influence of demographics on the consumer analysis, age group 4-50 years are important consumer group. The interpretation of this marketing aspect reveals that age is not a hindrance to Cadburys product purchasing. Age is not a discouraging factor; members of diverse age groups purchase Dairy products at almost constant rates (Fill & Roper, 2012). In respect to the influence of gender, Cadburys product consumption does not respect gender.

Consumption of the firms’ products captures all gender in equal measure (Kazemi & Esmaeili, 2010. Income levels are another important aspect in the analysis of consumer influences. In respect to income, the firm produces products that are reasonably affordable in the market. Individuals with diverse income levels have the opportunity to purchase Cadburys products easily. Studies reveal that the income level of consumers does not affect their consumption.

1.6 Brand Features

The brand features of Cadburys include various details. Some of the brand details include the name of the brand. For this product, the brand name is Cadbury. The brand’s ambassadors in respective market have the influence over the performance of products (Douglas, Craig, & Nijssen,2001). Another feature of the brand lies on its logo the company utilizes a specific logo is all of its products. A closer look at the Dairy Milk brand reveals the use of many brand elements. The usage of these branding elements in the market makes the firm have a strong market position. The branding element for the firm includes the use of colour, insignia. Another aspect of the brand elements are the use of logo (Bradley, 2011).

In respect to insignia employed by the firm, the organization packages its products with representing milk. Milk is represented in the packaging materials of the product as a splash. In respect to colour, the organization has been instrumental in wrapping products in purple. The logo on the firm further provides a relationship of Dairy to the product the firm produces.

1.7 Cadburys Branding Strategies

The branding strategies of the firm capture aspects related to distribution, pricing and targeting. The pricing strategy lays emphasis on the age of its consumers. The firm understands that its consumers base capture individuals from 4-50 years. The capturing of these classes of consumers ensures that the products are affordable over the age difference. In respect to this strategy, the firm ensures that its products range from 5 to 20Rs depending on the size of products. However, a new product in the market “silk” fetches huge price offering. While one considers the influence of the targeting strategy, certain aspects surface (Keller et al 2011). Cadburys Dairy Milk products offer to capture the needs of Adults and children alike.

The firm further captures the need of consumer having special occasion events. The next important Branding strategy for the organization concentrates on branding. The distribution channel of the product captures various markets on diverse regions. Concentration need to be scaled on the usage of various channels to the consumers. The various channels emerge from the distributing team in the organization to the retailer.

1.8 Conclusions

In today’s competitive market, organizations need to transform its management styles. In marketing of products, new fronts have an influence on the strategic implication of brands. The new strategies provide guidelines for business and brand building activities. It lays emphasis on the influence of various challenges on the current modern market (Bradley, 2011). Organizations need to consider to great extent the influence of new rules on the management of brand.

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The aspect of consideration in the redevelopment of brands is the positioning and identity. Of importance to such strategies is the challenge in markets. Firms need to have formidable launching plans for brands (Laforet & Saunders, 2005). Sustainability of brands in the market is another important aspect. Brands need to be sustainable to the needs of consumer. Cadburys success lies on its strategy of brand building and on business building. The products of the organization are effective in improving organization’s market share. On the other side of the coin, these products have been effective in meeting consumer needs.

1.9 Recommendation

Caldburys uses its Brand name as a conditional asset. It uses its trademark and brand position to maintain a market share within the market. The employment of various influences of branding reveals that certain aspects need consideration for future deals. The aspect of consideration by the organization includes differentiating between strength, value and assets of the organization. The other aspect of importance for the firm is the tracking of brand equity aspects. Brand equity values reveal the branding power of the firms’ products. Such activities have an influence in improving the number of buyers. It is also imperative that the organization provides a differentiation measure between finance and marketing (PR, 2014). This strategy needs to provide a convergence between marketing strategies and finance. The integrations of the two fields provide bases for the return on investment evaluations. Cadburys needs to develop its marketing strategies to capture industrial policies and conditions.

Reference Lists

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Fill, C., & Roper, S. 2012. Corporate reputation: brand and communication. Pearson.

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