A PROJECT REPORT ON:

BRANDING OF FMCG PRODUCTS

CASE STUDY ON CADBURY

SUBMITTED BY:
KIRAN BHAMBHANI
T.Y.B.M.S (SEMESTER V)

PROJECT GUIDE:
MS. MEGHA MADNANI

UNIVERSITY OF MUMBAI

H.R. COLLEGE OF COMMERCE AND ECONOMICS

123, DINSHAW WATCHHA ROAD,
CHURCHGATE, MUMBAI 400 020

ACADEMIC YEAR
2011 - 2012

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 A PROJECT REPORT ON:
BRANDING OF FMCG PRODUCTS
CASE STUDY ON CADBURY

SUBMITTED BY:
KIRAN BHAMBHANI
T.Y.B.M.S (SEMESTER V)
1, DEVASHISH, VAKOLA, SANTACRUZ (EAST)
MUMBAI 400 055

H.R. COLLEGE OF COMMERCE AND ECONOMICS

CHURCHGATE, MUMBAI - 20

SUBMITTED TO:

UNIVERSITY OF MUMBAI
ACADEMIC YEAR
2011 - 2012

PROJECT GUIDE:
MS.MEGHA MADNANI

SUBMISSION DATE: 3RD JANUARY, 2012

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 D E C LAR AT I O N

I, KIRAN BHAMBHANI, student of T.Y.B.M.S (Semester V) at H.R.

College of Commerce and Economics, hereby declare that I have completed
the project on BRANDING OF FMCG PRODUCTS-CASE STUDY ON
CADBURY in the Academic Year 2011-12.

The information submitted is true and original to the best of my

knowledge.

KIRAN BHAMBHANI
Student, H.R. College of
Commerce and Economics

Date:

Place: Mumbai

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 C E R T I F I C AT E

I, Ms. Megha Madnani, hereby certify that Kiran Bhambhani, student

of T.Y.B.M.S (Semester V) of H.R. College of Commerce and Economics
has completed the project on BRANDING OF FMCG PRODUCTS-CASE
STUDY ON CADBURY in the Academic Year 2011-12.

The information submitted is true and original to the best of my

knowledge.

Ms. Megha Madnani Principal

Project Guide H.R. College of Commerce and
Economics

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Product is something that is made in a factory; a brand is something
that is bought by a customer. A product can be copied by a competitor;
a brand is unique. A product can be quickly outdated; a successful
brand is timeless

Stephen King
WPP GROUP, LONDON

Executive Summary

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 In todays world of commerce, the concept of marketing is one regarded as highly important.
Since publicizing ones business is at the core of business success, it is truly essential for the
health and growth of a company. We have seen the likes of Starbucks, Apple and McDonalds go
from no-name constructs into empires of success. These accomplishments are due largely in part
to branding. Effective branding has the potential to transform a virtually unknown idea into an
immediately recognized icon. Since the demand for this service is so great, many website design
companies, marketing firms, and the like employ custom sects inside their business to satisfy these
career needs.

According to the American Marketing Association (AMA), brand is a "name, term, sign, symbol,
or design, or a combination of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition."

A brand is a company's face to the world. It is the company's name, how that name is visually
expressed through a logo, and how that name and logo are extended throughout an organization's
communications. A brand is also how the company is perceived by its customers -- the
associations and inherent value they place on your business.

A brand is a kind of promise. It is a set of fundamental principles as understood by anyone who

comes into contact with a company. A brand is an organization's reason for being and how that
reason is expressed through its various communications media to its key audiences, including
customers, shareholders, employees and analysts. A brand can also describe these same attributes
for a company's products, services, and initiatives.

With the advent of FMCG (Fast Moving Consumer goods) and the competitive market the
marketing of these products plays a major role in the success of the company. The Indian
FMCG sector is the fourth largest in the economy and has a market size of US$13.1 billion.
Well-established distribution networks, as well as intense competition between the organized
and unorganized segments are the characteristics of this sector. FMCG in India has a strong and
competitive MNC presence across the entire value chain. It has been predicted that the FMCG
market will reach to US$ 33.4 billion in 2015 from US $ billion 11.6 in 2003. The middle class
and the rural segments of the Indian population are the most promising market for FMCG, and

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give brand makers the opportunity to convert them to branded products. Most of the product
categories like jams, toothpaste, skin care, shampoos, etc, in India, have low per capita
consumption as well as low penetration level, but the potential for growth is huge.

My project focuses on the Branding of FMCG products in India taking the top ten FMCG
companies of India into consideration. I have focused on one company from the list of the top
ten FMCG companies of India which is Cadbury thereby preparing a case study on the same.

There is a huge growth potential for all the FMCG companies as the per capita consumption of
almost all products in the country is amongst the lowest in the world. Again the demand or
prospect could be increased further if these companies can change the consumer's mindset and
offer new generation products. Earlier, Indian consumers were using non-branded apparel, but
today, clothes of different brands are available and the same consumers are willing to pay more
for branded quality clothes. It's the quality, promotion and innovation of products, which can
drive many sectors.

Thus, my project aims at understanding the importance of branding for FMCG products and
also focuses on understanding the response of people towards the brand Cadbury.

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 INDEX
Sr. No. Topic Pg. No.
1. Branding
1.1 Introduction
1.2 Objectives of a good brand

2. Brand Management
2.1 Introduction
2.2 Different Approaches to Brand Management

3. Brand Equity
3.1 Introduction
3.2 Examples of FMCG Companies
3.3 Three Perspectives to view Brand Equity
3.4 Categories of Brand Equity

4. Brand Image
4.1 Introduction
4.2 Factors affecting brand image
4.3 Importance
4.4 Brand Positioning

5. Brand Personality
5.1 Introduction
5.2 Importance
5.3 Brand identity

6. Brand Assets
6.1 Trademarks
6.2 Patents
6.3 Copyrights

7. Case Study-Proctor and Gamble

7.1 Introduction of the Company
7.2 Competitive advantage in branding
7.3 Global Branding strategy

8. Research Study-Cadbury

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 8.1 History
8.2 Merger
8.3 Brands
8.4 Growth of the company
8.5 Brand Strategies
8.6 Advertisements for promotion
8.7 Research
8.7.1 Research problem
8.7.2 Research objectives
8.7.3 Information required
8.7.4 Research instrument used
8.7.5 Sampling
8.7.6 Empirial Analysis
8.7.7 Graphs
8.7.8 Findings
8.7.9 Suggestions

9. Conclusion

10. Future of brand equity

11. Newspaper Articles

12. Acknowledgement

13. Bibliography

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 Branding

Almost every business has a trading name, from the smallest market trader to the largest multi-
national corporation. Only a minority of those businesses however, have what could be classed
as a brand or a brand name.

Branding is a word commonly referred to by advertisers and marketing people, but what does it
actually mean, how can you get it, and most importantly; how will it benefit your business?

According to the American Marketing Association (AMA), brand is a "name, term, sign, symbol,
or design, or a combination of them, intended to identify the goods and services of one seller or
group of sellers and to differentiate them from those of competition."

There are many different definitions of a brand, the most effective description however, is that a
brand is a name or symbol that is commonly known to identify a company or its products and
separate them from the competition.

Branding gives independent status and identity to a product. The concept of branding is very old
and is similar to a family practice in which a newly born baby is given some name by which the
baby will be identified. In this sense, branding is similar to our popular social/ family function
called naming ceremony. Once a brand is used, it becomes an internal part of the product
itself.

A well-known brand is generally regarded as one that people will recognize, often even if they
do not know about the company or its products/services. These are usually the businesses name
or the name of a product, although it can also include the name of a feature or style of a product.

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The overall branding of a company or product can also stretch to a logo, symbol, or even design
features (E.g.: Regularly used colors or layouts, such as red and white for Coca Cola.) that
identify the company or its products/services.

For example:

The Nike brand name is known throughout the world, people can identify the name and logo
even if they have never bought any of their products.

However, not only is the company name a brand, but the logo (The tick symbol) is also a strong
piece of branding in its own right. The majority of people that are aware of the company can also
identify it (or its products) from this symbol alone.

The clothing and running shoe company Adidas is well known for using three stripes on its
range of products. This design feature branding allows people to identify their products, even if
the Adidas brand name and logo is not present.

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Technically speaking, whenever a marketer creates a new name, logo, or symbol for a new
product or service, he or she has created a brand.

The brand may also be associated with tunes, celebrities, catchphrases and so on.

For example:

Airtel has its own tune. Once we hear the tune we recollect the brand name AIRTEL

Nokia has a catchphrase CONNECTING PEOPLE

Sprite bujhaye pyas baaki sab bakwaas

Tata uses different brand ambassadors for its different products- Amir Khan for Tata, Kajol for
Tata Indicom.

Therefore it makes sense to understand that branding is not about getting your target market to
choose you over the competition, but it is about getting your prospects to see you as the only one
that provides a solution to their problem.

THE OBJECTIVES THAT A GOOD BRAND WILL ACHIEVE INCLUDE:

Delivers the message clearly.

Confirms your credibility.
Connects your target prospects emotionally.
Motivates the buyer.
Concretes User Loyalty.
To succeed in branding you must understand the needs and wants of your customers and
prospects.
You do this by integrating your brand strategies through your company at every point of
public contact.

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Your brand resides within the hearts and minds of customers, clients, and prospects. It is the
sum total of their experiences and perceptions, some of which you can influence, and some that
you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to
spend time investing in researching, defining, and building your brand. After all your brand is the
source of a promise to your consumer. It's a foundational piece in your marketing communication
and one you do not want to be without.

Meaning:

Everything and everyone is a brand.

If you get down to the detail, everything is a brand, because we build our understanding of the
world by creating associations about everything. A tree has an implied promise of beauty and
shade. Even words are brands. When I say 'speed', you will conjure up images of fast cars, etc.

People are brands, too. When people see you, or even hear your name, they will recall the image
they have of you, (which is something you can actively manage or 'let happen'). In a company
where people are visible to customers, such as a service business, the people are very much a
part the brand.

"A brand for a company is like a reputation for a person. You earn reputation by trying
to do hard things well."

Jeff Bezos

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TOP TEN FMCG COMPANIES IN INDIA

S. NO. Companies

1. Hindustan Unilever Ltd.

2. ITC (Indian Tobacco Company)

3. Nestl India

4. GCMMF (AMUL)

5. Dabur India

6. Asian Paints (India)

7. Cadbury India

8 Britannia Industries

Procter & Gamble Hygiene and Health

9.
Care

10. Marico Industries

BRAND MANAGEMENT

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Brand management is the application of marketing techniques to a specific product, product
line, or brand. It seeks to increase the product's perceived value to the customer and thereby
increase brand franchise and brand equity.

Brand management is:

The total approach.

Creating the promise.

Making the promise.

Keeping the promise.

The total approach:

Brand management starts with understanding what 'brand' really means. This starts with the
leaders of the company who define the brand and control its management. It also reaches all the
way down the company and especially to the people who interface with customers or who create
the products which customers use.

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Brand management performed to its full extent means starting and ending the management of the
whole company through the brand. It is simply far too important to leave to the marketing
department. The CEO should be (and, in fact, always is) the brand leader of the company.

Creating the promise:

Creating the promise means defining the brand. A good brand promise is memorable and
desirable. It cannot be effective if nobody remembers it, and is no good either if nobody wants it!

A good brand promise evokes feelings, because feelings drive actions. Volvo offers feelings of
safety. Mustang offers feelings of excitement.

The promise must be unique and identified with you alone. Within an industry, promises can be
very close, but if you want any hope of success, you must stake out the very specific territory of
your promise and know clearly how it is different from the promises of other firms.

The right promise is not just something you make up on a Friday afternoon. It comes through a
deep understanding of your marketplace and your customers. It also comes from a deep
understanding of the capabilities and motivations of the people in your company. Creating a
promise you cannot consistently keep, year after year, is plain suicide.

Making the promise:

Once you have created the promise, the next (and not so trivial) step is to somehow inject it into
the minds of your customers, your staff and everyone who receives anything from you or has any
impact on what you deliver.

This is where marketing people come into their own. Although it is still not their sole preserve, a
large part of marketing, which includes advertising and PR, is about positioning the company
and its products in the minds of customers and against your competitors.

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 Keeping the promise:

Creating and making the right promise is one thing, but then you have to keep it. If you do not,
you brand will still exist, but now the promise will be of slipshod products and inconsistent
delivery.

Keeping promises means managing capability. It means consistent processes that are capable of
delivering what is required. It means technology and systems which are reliable and usable. It
means motivated people who are willing and able to deliver the goods.

In brief, while forming a brand company has to go through certain procedures:-

Establishing a set of Brand policies

Identifying Brand promise
Implement measurement of Brand equity

Brand management has undergone a lot of development in recent times.

For example:

HUL and Proctor and Gamble these companies concentrate on particular set of brands. When a
firm position a brand by giving it someone cultural, actual, and historical relevance people start
looking at the brand with curiosity, ensuring that the brand never loses its shine. Brand never
bored the audience and will keep its freshness for years together.

Brand management is necessary in all aspects of the brand that is:-

-- Developing the Brand
-- Maintaining and Extending the Brand
-- Protecting the Brand

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 BRAND EQUITY

A brand is a name or symbol used to identify the source of a product. When developing a new
product, branding is an important decision. The brand can add significant value when it is well
recognized and has positive Associations in the mind of the consumer. This concept is referred to
as brand equity.

It is defined in terms of the marketing effects uniquely attributable to the brand. The brand equity
concept stresses the importance of the brand in marketing strategies. It is the combination of
assets and liabilities associated with a brand that enhances or depreciates the value of the brand.
The brand equity has five major determinates are awareness, quality perception, loyalty, patents,
trademark.

For example, Parle-G, the biscuits major which caters to the mass market, is hoping the brand
equity of biscuits in wheat flour (atta) market. Parle is selling atta under the same brand name as
its biscuits. Parle-G has launched the atta under the same name to gain advantage from the brand
equity of biscuits.

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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.
And, at the root of these marketing effects is consumers' knowledge. In other words, consumers'
knowledge about a brand makes consumers respond differently to the marketing of the brand.
There are many ways to measure a brand. Some measurements approaches are at the firm level,
some at the product level and still others are at the consumer level.

Examples,

a) Lux Soaps:-
This brand has maintained its unique features as beauty soap bar of the films stars. This brand
is making good contribution in the marketing due to its popularity among consumers which is a
result of various factors such as attractive packages, quality, price, easy availability.

b) Goderej Storewel:-
The company is popular among consumer even when many identical cupboards and competitors
in the market.
Brand equity is the incremental value of business over and above physical assets resulted from
bringing together various elements such as brand name, packaging, advertisement, pricing and so
on.

Brand equity is an intangible asset that depends on associations made by the consumer. There are
at least three perspectives from which to view brand equity:

Financial - One way to measure brand equity is to determine the price premium that a brand
commands over a generic product. For example, if consumers are willing to pay $100 more for a
branded television over the same unbranded television, this premium provides important
information about the value of the brand. However, expenses such as promotional costs must be
taken into account when using this method to measure brand equity.

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Brand extensions - A successful brand can be used as a platform to launch related products. The
benefits of brand extensions are the averaging of existing brand awareness thus reducing
advertising expenditures, and a lower risk from the perspective of the consumer. Furthermore,
appropriate brand extensions can enhance the core brand. However, the value of brand
extensions is more difficult to quantify than are direct financial erasures of brand equity.

Extending brand name is extended to a product being launched in a new product category. If new
product is not satisfactory in performance, it might affect the reputation of the companys other
products. Most of the times, brand name may not be appropriate for the new product category.
Brand extension advisable to see how the associations of the parent brand are consistent with the
extended brand.
For example, Bajaj is a brand name in the field of Scooters. The company used the same brand
name for Electronics appliances, Motor cycles, Tempos.

1. Extending the brand: - Colgate is available in both toothpaste and toothpowder. Similarly
Vim bar extended to the powder.

2. Product line extension: - additional product is added under same brand name. For
example, HLL extended its Flora brand of Sunflower oil to the gingelly oil segment of the
edible oil category.
3. Reaching out to the new category: - when the brand has potential of providing benefit in
another category either through chosen brand name or through its wide acceptance in a
category, this form of extension is followed.

Consumer-based - A strong brand increases the consumer's attitude strength toward the product
associated with the brand. Attitude strength is built by experience with a product. This
importance of actual experience by the customer implies that trial samples are more effective
than advertising in the early stages of building a strong brand. The consumer's awareness and
associations lead to perceived quality, inferred attributes, and eventually, brand loyalty.

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 CATEGORIES OF BRAND EQUITY

The assets and liabilities on which brand equity is based will differ from context to context.
However they can be usefully grouped into five categories:

They are:

1) Brand loyalty.
2) Name awareness.

3) Perceived quality.

4) Brand associations in addition to perceived quality.

5) Other proprietary brand assets- patents, trademarks, copyrights etc.

1) Brand Loyalty/customer loyalty:

It can be considered as conscious or unconscious decision of consumers that is reflected in his
expressed intent or behavior to purchase and repurchase it on a continuous basis. Consumer
loyalty towards a brand can be attributed to his perception about the brand that it provides the
right mix of features and quality. Behavioral scientists argue that brand loyalty occurs because of
reinforcement. Cognitive scientist states that brand loyalty is a problem solving behavior. It is
aspects of marketers.

Brand loyalty has been proclaimed by some to be the ultimate goal of marketing. In marketing,
brand loyalty consists of a consumer's commitment to repurchase the brand and can be
demonstrated by repeated buying of a product or service or other positive behaviors such as word
of mouth advocacy. True brand loyalty implies that the consumer is willing, at least on occasion,
to put aside their own desires in the interest of the brand.

Brand loyalty is more than simple repurchasing, however. Customers may repurchase a brand
due to situational constraints, a lack of viable alternatives, or out of convenience. Such loyalty is
referred to as "spurious loyalty". True brand loyalty exists when customers have a high relative
attitude toward the brand which is then exhibited through repurchase behavior. This type of
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loyalty can be a great asset to the firm: customers are willing to pay higher prices, they may cost
less to serve, and can bring new customers to the firm. For example, if Joe has brand loyalty to
Company A he will purchase Company A's products even if Company B's are cheaper and/or of a
higher quality. Philip Kotler, again, defines four patterns of behavior:

Hard Core Loyal - who buy the brand all the time.

Soft Core Loyal - loyal to two or three brands.

Shifting Loyal - moving from one brand to another.

Switchers - with no loyalty they are switching their brand constantly.

More than Customer Satisfaction

"Both the front-line salesperson concerned with a single customer and the senior manager
responsible for the organization-wide sales and marketing strategy are responsible for building a
base of consistently profitable customers."

While satisfied customers are essential, it is the loyal customer who resists a competitor's
discount offers, saves a company advertising and promotion dollars, recommends a product or
service to others, and boosts a company's internal morale.

Companies need to optimize both the loyalty and value of their customers. Customers can be
internal (staff), intermediate (such as distribution channels, and the like), or external.

For many years, it had been assumed that customer satisfaction was the way to describe customer
behavior, i.e., loyalty and continued purchase. This assumed relationship between what
customers say about their satisfaction with supplier performance and what they do about
continuing their relationship has, in fact, been repeatedly disproved for most businesses.

Instead of merely evaluating customer satisfaction, which will likely be misleading at the
minimum, customer retention and loyalty examines those delivery attributes and issues that most

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relate to customer market action and commitment - a reflection of their perception of value - to
their suppliers.

Companies should identify, prioritize, and improve the areas of performance which have the
greatest leveraging impact on loyalty.

Many companies, and many consulting organizations as well, still believe they can drive
customer loyalty through creating ever higher levels of customer satisfaction. They profess that
true loyalty, a customer's commitment to/advocacy of a supplier and investment in that supplier
more than, or instead of, a competitor, comes from a combination of attitudes and behaviors.

Customer opinions and attitudes, though useful, are much too changeable to be reliable and
actionable. Customer satisfaction principally measures attitudes; and it has been determined, in
the vast majority of industries studied, that satisfaction levels are not well correlated with
customer loyalty.

Perceived value, the customer's own assessment of a supplier's performance and level of belief in
that supplier's ability to provide benefit is the true barometer of loyalty.

It is, ultimately, a vastly different concept than customer satisfaction; and the creation of
customer loyalty needs different, more proactive approaches for a company to be successful at it.
This begins with identifying and prioritizing what creates and drives value for customers.

This can only be achieved by providing a path to customer retention and advocacy.

Customer loyalty is the result of well-managed customer retention programs; customers who
are targeted by a retention program demonstrate higher loyalty to a business. All customer
retention programs rely on communicating with customers, giving them encouragement to
remain active and choosing to do business with a company.

You want customers to do something, to take action. You want them to visit your website, make
a purchase, sign up for a newsletter. And once they do it for the first time, you want them to

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continue doing business with you, especially since you probably paid big money to get them to
do business with you the first time. You dont want to pay big money the second time. You want
to create a "loyal" customer who engages in profitable behavior.

Customer data and models based on this data can tell you which customers are most likely to
respond and become loyal, no matter what kind of front-end marketing program you are running
or how you "wrap it up" and present it to the customer. The data will tell you who to promote to,
and how to save precious marketing dollars in the process of creating customers who are loyal to
you longer.

Understanding customers

To influence what customers spend, a company must generally dig deeper than merely finding
out whether they like the product or service on offer. A broad measure of satisfaction can tell a
company how likely customers are to defect.

Example: Mobile-phone customers continually switch providers because of customer service

problems. But satisfaction alone doesnt tell a company what makes Customers loyal: the
product or the difficulty of finding a replacement, for example. Nor does a gauging satisfaction
level tell a company how susceptible its customers are to changing their spending patterns
variations that more often come about as a result of changes in their lives, in the companys offer,
or in its competitors offers. Understanding the other drivers of loyalty, our research showed, is
crucial to having an influence on migration.

By learning to understand why customers exhibit different degrees of loyalty, and combining that
knowledge with data on current spending patterns, companies can develop loyalty profiles that
define and quantify six customer segments. Three of them can be viewed as loyalists; that is,
they are maintaining or increasing their expenditures. These customers are loyal because they are
emotionally attached to their current provider, have rationally chosen it as their best option, or
dont regard switching as worth the trouble. The remaining segmentsthe downward migrators
have one of three reasons for spending less: their lifestyle has changed (as a result, say, of
moving or having babies), so they have developed new needs that the company isnt meeting;

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 they continually reassess their options and have found a better one; or they are actively
dissatisfied, often because of a single bad experience, with a rude sales clerk.

The importance of creating and maintaining customer loyalty is not new. Most corporate leaders
live by the mantra it costs more to find a new customer than to keep and grow an existing one.
However, despite heavy investments in customer satisfaction efforts, rewards programs, and
CRM initiatives and infrastructure, loyalty remains an elusive goal in almost every industry.

2) Awareness of the brand name and symbols:

Brand awareness is the starting point in the development of brand equity. It represents the
consumer's ability to recall a brand name when given a product category (Aaker, 1991). For
example, when a person is asked to name a brand of basketball shoes, they are more likely to
mention Nike, Reebok, Converse or Adidas than they are to name LA Gear or Spalding.

According to Keller (1998), brand awareness is important to brand strategy for two reasons.
First, awareness of the brand ensures the brand enters the consumer's consideration set when
looking to make a purchase. Second, brand awareness can affect choices within the consideration
set. If one brand has a larger presence through advertising, it may be considered more favorably.
Third, awareness can impact the development and salience of associations with the brand. For
example, when anyone says, about Computer Company you remember about IBM. When
anyone says, about detergent u remember popular brand like Tide, Surf, Airel and so on.

There is no disagreement that effective branding through use of a name, term, symbol or design,
or a combination of these can create brand awareness and recognition in the quickest manner.
Companies use different kinds of Brand Name, that is, a word, letter or a group of words such
as AOL, Intel Pentium III etc to project their companies. Sometimes such words, symbols or
marks are legally registered and copy righted to a single company known as trademarks ( for
FMCG companies)

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However in any form, branding can be used to create brand familiarity among consumers in
terms of brand recognition and brand preference .The advantage of using branding effectively is
both for consumers as well as marketers. For instance it becomes easy for a customer to choose
preferred brand among 1000s of other items just because of famous well recognized symbol,
word or trade mark that can not be possible with out effective branding .

For instance imagine you are driving down the road with hunger and suddenly you see a symbol
M on a sign board with red background and yellow font. It is not difficult to realize that
McDonalds is waiting for you, easily manifest effective projection of
McDonalds through brand symbol M. Similarly imagine buying a computer
accessory and among thousands of unknown brands, suddenly you observe
Intel sign. A quick reminder will prompt that its a well known brand
symbol that you observe common everywhere in media and at your
own computer.

Now keeping these examples in mind, it is obvious that marketers can cash in such advantages as
well. One best way to use word and symbols is while launching new products under same brand
names. For instance, as every one is aware of Coca Cola , any new soft drink introduced
under this brand name has highly probable chance to achieve awareness and
attention of coca cola lovers. Similarly it is quite often that no matter IBM
entered in so many IT related services after initially famous for IBM computers
but whenever you observe its trade mark of IBM written in horizontal lines,
consumer is not bothered about checking the background of the company. So as a result it also
saves huge promotion costs that a company with less famous brand names and symbols needs to
incur.

To conclude discussion, the outcome of effective branding can be seen in terms of brand equity
that is the value of a brand in terms of its perceived brand awareness, recognition, loyalty and
associations from customers. To give the advantage of effective branding, the brand equity of the

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Coca Cola brand is valued $ 43 Billion, IBM brand at $ 18 billion and Kodaks at $ 12 billion
(Kotler & Armstrong, 1999).

3) Perceived Quality:

Definition

Consumer's opinion of a product's (or a brand's) ability to fulfill his or her expectations. It may
have little or nothing to do with the actual excellence of the product, and is based on the firm's
(or brand's) current public image (see corporate image), consumer's experience with the firm's
other products, and the influence of the opinion leaders, consumer's peer group, and others.

Perceived quality represents a consumer's judgments of a product's overall excellence relative to

its intended purpose. For example, given its rich heritage with the sport of football Adidas is
commonly perceived to produce a high-quality football shoes. Because it has been shown to
drive financial performance (return-on-investment), perceived quality is often the focal point of
corporate strategy. Besides the actual make-up of the product, pricing strategies may impact a
consumer's perception of quality. Therefore, in athletic footwear, as in many other industries,
higher price may connote higher quality.

4)A SET OF ASSOCIATIONS:

It is the Degree to which a particular brand is associated with the general product category in
the mind of the consumer (share of mind). Often a consumer will ask for a product by the

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specific brand name rather than the general name-for example, a person wanting facial tissues
may ask for Kleenex. When this happens, the consumer is making a brand association.

It is associate brand with certain tangible and intangible attributes, a celebrity endorser or a
visual symbol. Most of this association are derived from brand identity and brand image. Each
organization has to carve a brand identity and develop it further to build strong brands.

Brand associations are what your public knows about your brand and how you feel about buying
it. Associations are more than company/product feature, benefits, or attributes. They are the
essence of how we order that we know about company or product .That order, which is a
rational/emotional construct, can be changed. it can be enhanced or diminished , and the order of
importance of that knowledge can be altered, to the extend that people who will never consider
themselves prospects could turn into clients, we call these constructs associations. The
association concept closely matches with how our brains file & remember information.

BRAND IMAGE:-

A unique set of associations in the minds of customers concerning what a

brand stands for and the implied promises the brand makes. The sum of all
tangible & intangible traits. It represents all internal & external
characteristics. It's anything & everything that influences how brand or a
company is perceived by its target constituencies. It is the best, single marketable investment a
company can make. Ideas, beliefs, values, culture, name, symbol, packaging, advertising, sales
materials.

For example, when we hear taste of India, we recollect the name amul.

And when we see the logo of the amul mascot girl, we remember amul butter.

When you listen to the song of U and I and when you see the red color you remember the brand
Vodafone. Thats the brand image created by Vodafone on their customer.

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 Factors affecting Brand Image:-
I. Contents of Advertisement:-
The quality of contents i.e. headlines, the color combination, words can give indented image to
the brand. For example, if cheap humor is used in the ad, the brand may get cheap image.
II. Media used:-
The quality of media or programmes sponsors also affects the brand image. For example, Reid
and Taylor advertised in business.
III. Price:-
The price factor can generate image for the brands. For example, the premium pricing for
Toyota has developed a rich image not only for company but for brand.
IV. Packaging:-
The package must be properly designed in order to give a rich image to the brand as package is
the face of the product.
V. Distribution:-
The type of distribution by a company may affect the image of the brand. For example,
companies enjoy goodwill in the market can generate favorable
image for their brands.

The Importance Of Image:-.

1. Image communicates expectations

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 2. Image is a filter influencing perceptions of the performance of the firm

3. Image is a function of expectations and experiences

4. Image has an internal impact on employees

Brand Positioning:
Positioning is a process for getting your point of differentiation seen and heard in a
crowded marketplace and for establishing a place in your customers mind that is perceived to be
superior to your competitors. Long a mainstay of successful public relations programs, the
positioning process helps a company develop a short, one-to two- sentence description of its
products unique benefits. If you articulate, from customers point of view, just what problem
your product is solving, customers can more easily identify themselves as your customers.

Focus groups with current customers, competitors customers, and selected non
customers are the easiest and least expensive way to evaluate brand positioning and strategies.
The optimal way to segment customers and target messages is through quantitative surveys. Such
a survey begins with identification of your target audiences and customers.

Then, a statistically project able sample is interviewed, usually by telephone. The

questionnaire begins by qualifying the project. The goal is to find the people with the power to
purchase and to find out which attributes are most important to them when making their purchase
decision. A long list of attributes, features, and brand messages, usually developed and culled
from a serious focus groups done before the quantitative survey, are read to the person, who is
asked to rate how important they are in the purchase decision. Its that simple, although both the
formatting and wording of the questionnaire and the interviewing are best left to professionals in
order to get reliable data. From the results, cross tabulations can be done to reveal what different
target groups are looking for and help sell to them more effectively.

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Brand Personality:

The term Brand Personality is also used along with the term brand image. Sometimes,
both the terms are used as synonymous. However, there is some difference between two. The
term personality is a narrow one as compared to the term image. Image brings picture before our
eyes. Good personality creates good image.

Branding develops a specific personality to the product and the brand personality
corresponds to their target market personalities. For example, the brand personality of Dettol
soap is that of a person who is clean and sensible. Its user is hygiene conscious. Similarly,
Colgate has a personality of the clean teeth in the consumer eye. A well established brand has a
clear brand personality and plays a strategic role in brand wars.

Many brands have created their own personalities. Baby products of Johnson and
Johnson create the personality of loving and caring mother. Raymonds suiting creates
personality of a well-built up distinctive male. Lux soap creates personality of a beautiful woman
with silky skin and Lifebuoy soap creates personality of a middle class male with interest in
tough sports such as football. Brand personality is useful for special sales promotion in one or
two segments of the market.

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Importance of Brand Personality:
1. Favorable brand personality facilitates sale promotion in specific segments or in the
whole market available for the product.
2. Brand Personality creates favorable brand image of a product.
3. It enables the advertiser to introduce impressive ad copy, illustration and appeal.
4. It helps the advertiser to face market competition and brand wars effectively.
5. It provides psychological satisfaction to the users of that brand. This happens in the
case of soaps, toothpaste, cosmetics and so on.
6. Favourable brand personality acts as a positive selling point. It creates favourable
impact on the target consumers.
7. Brand personality facilitates selection of appropriate advertising media/sponsoring
TV programme.

Pepsi- Brand Personality:-

Pepsi built youth, spontaneity and irreverence as key elements of the brand personality. Sachin
was shown smashing a windscreen and Azhar swiping a Pepsi. Coke has still a define a
personality for itself.

MRF Tyres:-
Up market, sporty, powerful.

Cellular Phone Personality:-

Nokia:-
The charming European. A widely travelled global citizen, with a sense of humor. Practical
technology. Likes to interact with the people, and explore what they expect, and fulfill those
expectations.
Motorola:-
The live-wire America executives. Powerful as well as resourceful. He believes in hard sell.
Command over technology.

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Brand Identity:-
Brand Identity is the unique set of brand associations that the brand strategist aspires to create or
maintain. These associations represent what the brand stands for and imply a promise to
customers for the organization members.
It is much more comprehensive than brand positioning which communicate to the consumer
relevant value to the brand to distinguish from competitors brand.

Brand Identity For Close Up Tooth Paste

Core Identity : - Oral freshness which allows young people to come closer to
each other
Extended Identity : - quality products from unilever
Value Proposition : - It is a sweet gel, having bright colors. It is not only cleanness but also
freshness of the mouth

Brand Identity For Nycil

Core Identity : - A powder which takes care of prickly heat in summer
Extended Identity : - It is a sweat fighter. It is life style products.
Value Proposition : - Relief from prickly heat in tropical climate and summer. Make life
comfortable.

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5) BRAND ASSETS:

Brand assets include patents, trademarks, copyrights, etc.

These assets will be most valuable if they inhibit or prevent competitors from eroding a
customer base and loyalty. They can take several forms.

For example: a trademark will protect brand equity from competitors who might want to
confuse customers by using a similar name, symbol, or package.

A patent, if strong and relevant to customers choice, can prevent direct competition

TRADE MARKS

Trademarks have been defined as any sign, or any combination of signs capable of distinguishing
the goods or services of one undertaking from those of other undertakings. Such distinguishing
marks constitute protectable subject matter under the
provisions of the TRIPS Agreement. The Agreement provides that
initial registration and each renewal of registration shall be for a
term of not less than 7 years and the registration shall be
renewable indefinitely. Compulsory licensing of trademarks is not
permitted.

Keeping in view the changes in trade and commercial practices, globalization of trade, need for
simplification and harmonization of trademarks registration systems etc., a comprehensive
review of the Trade and Merchandise Marks Act, 1958 was made and a Bill to repeal and replace
the 1958 Act has since been passed by Parliament and notified in the Gazette on 30.12.1999.

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EXAMPLE:

The green tree is a trademark for DABUR

U is the trademark for HINDUSTAN UNILEVER

M with a leaf is a trademark for MARICO INDUSTRIES

Birds in the nest is the trademark for NESTLE

The flower is a trademark for WIPRO.

A round ball with latitudes and longitudinal lines is the trademark for PEPSICO

Tony the tiger is the trademark or mascot for KELLOGS

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PATENTS

The term patent usually refers to a right granted to anyone who invents or discovers any new and
useful process, machine, article of manufacture, or composition of matter, or any new and useful
improvement thereof. A patent is not a right to practice or use the invention. Rather, a patent
provides the right to exclude others from making, using, selling, offering for sale, or importing
the patented invention for the term of the patent. A patent is, in effect, a limited property right
that the government offers to inventors in exchange for their agreement to share the details of
their inventions with the public. Like any other property right, it may be sold, licensed,
mortgaged, assigned or transferred, given away, or simply abandoned.

A patent being an exclusionary right does not, however, necessarily give the owner of the patent
the right to exploit the patent.

COPYRIGHTS:

Indias copyright law, laid down in the Indian Copyright Act, 1957 as
amended by Copyright (Amendment) Act, 1999, fully reflects the
Berne Convention on Copyrights, to which India is a party. Additionally, India is party to the
Geneva Convention for the Protection of rights of Producers of Phonograms and to the Universal
Copyright Convention. India is also an active member of the World Intellectual Property
Organization (WIPO), Geneva and UNESCO.

The copyright law has been amended periodically to keep pace with changing requirements. The
recent amendment to the copyright law, which came into force in May 1995, has ushered in
comprehensive changes and brought the copyright law in line with the developments in satellite
broadcasting, computer software and digital technology. The amended law has made provisions
for the first time, to protect performers rights as envisaged in the Rome Convention.

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 CASE STUDY

Company Name: - Proctor and Gamble

"Our brand is our bond with consumers. When we succeed, we convert a trademark into a trust
mark, and another P&G brand becomes a valued and trusted member of the household."

John Lafley, President & CEO, P&G.

Background Note:-
Proctor and Gamble was established in 1937. William Proctor and James Gambled started a
small business and set up their business in Cincinnati. A pioneer in introducing a formalized
brand management system way back in the 1930s, P&G constantly modified its brand
management strategies as and when the company expanded its product & brand portfolio and its
business operations globally.

Introduction:-
Based in Cincinnati, US, Procter & Gamble (P&G) was one of the largest manufacturers of fast
moving consumer goods (FMCG) in the world. The company was ranked 31st among the
Fortune 500 companies. P&G had operations in 80 countries globally, with an employee-strength
of around 1, 38,000 worldwide.
It is amongst the top 10 FMCG companies in India.
The company introduced the category management model in the 1980s, focused on the 'glocal'
branding strategy in the early 1990s and made changes in its brand management system under
the Organization 2005 restructuring exercise in the late 1990s. In 2000, P&G introduced the
'cohort management strategy' for managing brands. The strategy involved grouping of brands to
appeal to similar consumer groups. P&G encouraged the promotion of rival brands within the

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company to complete against one another. They comprised full color print ads in national
magazines.

P&Gs Competitive Advantage in Branding:-

P&Gs core strength is its ability to build big leadership brands. The companys goal is to
continue to doing that better and more consistency that any other company in the world. There
are three factors on which P&GS success based upon these are:-
a. Understanding consumer needs: - P&G talks more than 5.5 million consumers
worldwide everywhere. The companies use a variety of approach, from in-home visits to
concepts and product testing via the internet. In this way they discover new customer
needs.

b. Inventing new product technology: - P&G call connecting whats needed with
whats possible. The company has more than 27,000 patented technologies and they can
simply find the more number of innovative way to turn its best ideas into improved
products that meet consumer needs better.

c. Commercializing and expanding new products globally: - P&G marketing and

distributing partnership, the company can introduce big, new ideas faster than ever before.
These capabilities have helped it win consumers around the world.

The global branding strategy:-

P&G was known as the one page memo company. The brand manager of P&G were asked to
offer their ideas, suggestion, business plan in just one page. The plan was communicated to
respective functional unit heads and the top management, who reviewed the document and
returned it back for necessary changes. This process continued until the memo was finally
accepted
By the end of 1990, P&G had established global strategic planning groups (GSPG) that
constituted of 3 to 20 individuals, for each of its product categories. Each GSPG was assigned
several tasks. They develop global manufacturing & sourcing strategic and gathered data about
the country specific marketing strategies. The GSPG were also responsible to developing global

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and local brand policy that involved decision making on the element of brand strategy that had to
be standardized across the world.
GSPG were responsible for developing brand strategies, the implementation of these strategies
was carried out by a global category team (GCT) each of the product of P&G was handled by
GCT which was headed by an executive vice president. The GCT constituted the top
management executive handling different line of responsibilities like production, marketing, and
research and development. The country specific brand management implemented the branding
strategy in local market.
P&G encouraged branding team at the country level to develop their own brand building
program. When branding program was highly successful in the country, it was tested in the other
market also.

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 INDUSTRY
PROFILE-

RESEARCH COMPANY

The Cadbury story is a fascinating study of industrial and social development, covering well
over a century and a half. It shows how a small family business developed into an international
company combining the most sophisticated technology with the highest standards of quality,
technical skills and innovation.

History:-

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In 1824, John Cadbury began vending tea, coffee, and (later) chocolate at Bull Street in
Birmingham in the UK and sometimes in India. The company was later known as Cadbury
brothers. Richard and George, opened a major new factory at Bournville, five miles south of the
city.

Cadbury, a subsidiary of Cadbury Schweppes is a dominating player in the Indian chocolate

market with strong brands like Dairy Milk, Five Star, Perk, and Gems etc. Dairy milk is the
largest chocolate brand in India. Chocolates & Confectionery contribute to 75% of Cadburys
turnover.

Merger:-

Cadbury's merged with drinks company Schweppes to form Cadbury Schweppes in 1969.
Snapple, Mistic and Stewart's (formerly Cable Car Beverage) was sold by the Triarc to Cadbury
Schweppes in 2000 for $1.45 billion . In October of that same year, Cadbury Schweppes
purchased Royal Crown from Triarc.

Cadbury Dairy Milk:-

Cadbury Dairy Milk started way back in 1905 at Bournville, U.K., but the journey with
chocolate lovers in India began in 1948.

The variants Fruit & Nut, Crackle and Roast Almond, combine the
classic taste of Cadbury Dairy Milk with a variety of ingredients and are
very popular amongst teens & adults.

Recently, Cadbury Dairy Milk Desserts

was launched specifically to cater
to the urge f or 'something sweet after meals.

Cadbury is known for:-

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Purpose:- Vision:-

Brands:-

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Marketplace:-

Cadbury operates in the global confectionery market. The market is large, growing and has
attractive dynamics. The global confectionery market is the worlds fourth largest packaged food
market. It represents 9% of that market, and has a value at retail of US$141 billion. Chocolate is
the largest category, accounting for over half of the global confectionery market by value. Gum
is the fastest growing confectionery category.

Profitable Growth:-

Between 2004 and 2007, Cadburys organic revenue growth averaged 6% a year, a significant
increase on the previous four years, when Cadburys confectionery growth averaged less than
3%, and the Adams business, which we brought in 2003, barely grew. We have significantly
accelerated our growth since 2004 by unlocking the potential of the Adams business and by
substantially increasing our investment in innovation, marketing and sales.

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Revenue ambition of between 4% and 6% annual organic growth for the 2009-2011 is
underpinned by:

The strength of our brands and market positions;

The increased investment we have made in innovation, marketing and sales;

Greater exposure to faster growing categories (such as gum) and markets (such as
emerging markets); and

Healthy demand for confectionery: the market has grown consistently at around 5% every
year for the last four years.

Competition:-

Chocolate share is built on regional strengths as is the case for the other top five chocolate
groups. They command strong positions in the UK, Ireland, Australia, New Zealand, South
Africa and India.

Number two position in gum is built on strong market shares throughout the Americas, in parts
of Europe (including France, Spain and Turkey), and in Japan, Thailand and South Africa.
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In candy, Cadbury have a number one position. Halls is our largest brand in candy and our
position is supported by other significant regional and local brands.

Cadbury have number one and number two confectionery market positions in 20 of the worlds
50 largest confectionery markets by retail sales value. These markets accounted for around three
quarters of our revenue in 2007.

In India competitors for Cadbury is Amul chocolate. But the main product of Amul is Milk and
company firstly wants to capture maximum market share in milk market which is approx. 66%,
after it Amul is concentrating upon butter & cheese which has market share of approx. 88%, so it
is not concentrating upon chocolates. Cadbury is main competitor and strategically better
performer then Amul.

Brand Power In India:-

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Quality Assurance:-

Cadbury, quality has always been an integral part of how they operate and who there ur core
purpose of working together to create brands people love is founded on a commitment to quality.

Active management of quality is vital to not only ensure the integrity of our brands and the
creation of value for our shareowners, but also the strengthening of the bond they share with
consumers. Commitment to quality through the application of rigorous quality standards within
business and the wider environment in which we operate.

1. Market high quality products that consistently meet specifications and comply with local
regulatory requirements.

2. Actively listen and regularly respond to the quality expectations of consumers at the points of
purchase and consumption.

3. Ensure that representations of company image, including our trademarks, meet approved
standards and reinforce our commitment to quality.

4. Encourage a "right first time" culture in which employees are appropriately trained and
accountable for quality.

5. Operate audited quality management systems that deliver the policy.

6. Assign clear management accountability for setting and meeting measurable quality targets.

7. Work with our supply chain and business partners to drive compliance to our quality policy
and systems.

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 CADBURYS BRAND STRATEGIES

The 'glass and a half', corporate purple and flowing script has become synonymous with
Cadbury. Cadburys use a line extension brand strategy. Line extension is a strategy in which
companies is introducing their new products in the same product category. Cadbury came with
the many chocolate like Dairy milk, 5star, gems, Perk, Temptation and one of the snacks is
Bytes. Now it has come up with bournville and Cadbury shots.

In the early 90's, chocolates were seen as 'meant for kids', usually a reward or a bribe for
children. In the Mid 90's the category was re-defined by the very popular `Real Taste of Life'
campaign, shifting the focus from `just for kids' to the `kid in all of us'. It appealed to the child in
every adult. And Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared
good feelings'.

In the late 90's, to further expand the category, the focus shifted towards widening chocolate
consumption amongst the masses, through the 'Khanewalon Ko Khane Ka Bahana Chahiye'
campaign. This campaign built social acceptance for chocolate consumption amongst adults, by
showcasing collective and shared moments.

More recently, the 'Kuch Meetha Ho Jaaye' campaign associated Cadbury Dairy Milk with
celebratory occasions and the phrase "Pappu Pass Ho Gaya" became part of street language. It
has been adopted by consumers and today is used extensively to express joy in a moment of
achievement / success.

The interactive campaign for "Pappu Pass Ho Gaya" bagged a Bronze Lion at the prestigious
Cannes Advertising Festival 2006 for 'Best use of internet and new media'. The idea involved a
tie-up with Reliance India Mobile service and allowed students to check their exam results using

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their mobile service and encouraged those who passed their examinations to celebrate with
Cadbury Dairy Milk.

The 'Pappu Pass Ho Gaya' campaign also went on to win Silver for The Best Integrated
Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global
benchmark for effective advertising campaigns) awards.

Every time they are coming with the some new advertisement and in every advertisement are
giving new reason to buy dairy milk. About their cost strategy, from so many years their price
has not changed only they are launching new products under the same brand name Cadbury.

Amitabh bachchan was a brand ambassador for Cadbury.

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Now cadbury has launched a new advertisement.The agency chose the theme of Pehli Taarik as
pay day emotes feelings that are naturally celebratory in nature. Pay day makes you feel as rich
as a king or as rich as a crorepati. This is the moment that CDM captures in its ad. pehli tarikh.
the agency chose the theme of Pehli Taarik as pay day emotes feelings that are naturally
celebratory in nature. Pay day makes you feel as rich as a king or as rich as a crorepati. This is
the moment that CDM captures in its ad.

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition of
Brand Equity's Most Trusted Brands survey.

During the 1st World War, Cadbury Dairy Milk supported the war effort. Over 2,000 male
employees joined the armed forces and Cadbury sent books, warm clothes and chocolates to the
front.

Cadbury Dairy Milk

Background:
Cadbury dominates the chocolate market in India with a 70%
share of the market.

Cadbury Dairy Milk is its largest chocolate brand which

accounts for a third of every chocolate bar consumed.

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The Task:
In 2005 the task before Cadbury Dairy Milk was to increase its consumer franchise.

The Strategy:

The task was to get the youth audience to adopt Cadbury Dairy Milk in the sweet
eating or " muh meetha karna" moments
The campaign of " Jab Pappu Pass Ho jaye, Kuch Meetha Ho jaye" captured the
thought of celebrating a moment of delight with Dairy Milk
A campaign was built around the idea of how "pappu" celebrated passing his
exams with Dairy Milk.
Now the most recent idea is of Pehli Tarikh- that u get your salary on 1 st day of
the month, so celebrate happiness with dairy milk
Cadbury launches new products, that is, it changes the packaging of its
celebrations for every occasion.

Example: the celebrations Raksha Bandhan pack.

The Media:

A multi-media campaign was launched on TV, Internet, Radio and Outdoor

The key was how do own the moment of " pappu passing his exams" in the media
space

The Results:
The activity contacted 20 MN students across the country
and was awarded a Bronze Lion at the Cannes Media
awards in 2005

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Cadbury 5 Star Crunchy

Market Background:
Cadbury is the market leader in the chocolates category, with Cadbury 5 Star
being its second largest brand. Cadbury 5 Star which is unique bar of nougat
and caramel enrobed in Cadbury Dairy Milk Chocolate provides one of the
most distinctive and involving chocolate eat experiences. However in recent
years the Cadbury 5 Star franchise was in decline.

Competition
The brand was under threat from other more offerings in the market.

The Brand
Cadbury 5 Star needed to introduce an element of surprise in its eat experience to gain share
among lapsed consumers. To do this the variant Cadbury 5 Star Crunchy was launched- which
still had the richness of caramel, chewiness of nougat but also contained rice crispies.

The Strategy
The campaign was built around the proposition of an unexpected
surprise" which had a surprise in every bit. This was creatively
expressed as Naya Five Star Crunchy... Ab har bite main Arrey!"

The campaign targeted at youth was executed in a lighthearted

vein built around a boy-girl relationship.

In order to engage youth the campaign was executed across TV, radio, internet, outdoor and print
media.

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Recent advertisements for promotion:

Over the last six decades, Cadbury Dairy Milk (CDM) has always been a part of every Indian's
moments of happiness, joy and celebration. Its many successful campaigns right from
Sometimes Cadburys can say it better than words to Kuchh meetha ho jaye - have not just
been instrumental in building the brand but have also helped achieve phenomenal penetration
into various markets. CDM is taking this journey forward by crafting yet another approach - the
theme for which revolves around 'Payday' - Yet another moment of happiness that life has to
offer!

Sanjay Purohit, Executive Director - Marketing, Cadbury IndiaLtd said, This new
campaign takes the concept of celebrations to yet another level. With Pappu and Miss Palampur
campaign, CDM created a space for itself during the big, community celebration moments. This
commercial keeps the core promise of happiness while introducing another 'moment of joy' in

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ones life. The new commercial highlights the celebratory occasion of payday, which is an
important event in the life of every middle-class Indian.

, May 2009, Cadbury Dairy Milk clairs the deliciously creamy caramel filled with a rich
Cadbury Dairy Milk chocolate center
recently launched a new TVC with the
theme "Chocolate ka MeethaBomb".

The TVC aims to showcase the new and

improved Cadbury Dairy Milk clairs
which boasts a greater gush & and a richer
chocolaty center. In order to communicate
this, the burning wick and chocolate head
explosions has been brought to play. The
burning wick is used to demonstrate the melting caramel and the chocolate center hit is depicted
by the chocolate head explosions.

The new TVC opens with a young boy on an escalator. As the camera zooms in, you notice a
wick burning on the corner of his mouth. Similar wicks are noticed on a young girl in a mall, a
couple in a park sitting on a bench and a boy in a parking lot. Suddenly the parking lot boys'
head blasts into chocolate. This is followed by the couples head blasting into chocolate, followed
by the chocolate head blast of the girl in the mall. Cut to the chocolate head blast of the boy on
the escalator. Cut to a boy at a zebra crossing. He removes a Cadbury Dairy Milk clairs from
his pocket, which he unwraps and puts in his mouth. The burning wick appears on the corner of
his mouth. As the wick completely burns out the boys head blasts into chocolate. This is
followed by a series of chocolate head blasting of the people who are crossing. Cut to the product

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window the new Cadbury Dairy Milk clairs, which explodes. Cut back to the boy at the zebra
crossing. We see a bit of chocolate seeping out of the corner of his mouth, his smile still intact.

The 360 marketing campaign, apart from the TVC will also feature outdoors, sampling and free
goodies.

New TVC for Cadbury Halls Thandi Saans Ka Blast launched

,August 2009, Cadbury India Limited, Indias leading Confectionery Company today announced
the launch of a new marketing campaign for its leading mints brand Halls. The new TVC
revolves around the theme Thandi Saans Ka Blast to demonstrate the Intense cooling leading
to a feeling of rejuvenation.

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Halls is one of the major brands in the Indian mint market. It is a Mint with strong cooling agents
such as Menthol and Eucalyptus. It cools your throat and gives you an intense cooling experience
- akin to a deep breath of fresh air. The key benefit delivered by Halls is that it leaves the
consumer feeling refreshed. It was repositioned as a cooling candy in 2008, when it was
relaunched with an improved product recipe as well as entertaining airplane commercial starring
Vinay Pathak. Post re-launch in 2008, Halls has experienced healthy sales growth; in excess of
thirty percent in a highly competitive mints market. The 2008 Aeroplane campaign worked well
to establish the product benefit of intense cooling and strengthen the Halls franchise.

The current advertising on Halls aims to build on the earlier one. The strategy in the new TVC
was to promote the new Halls, which depicts the intense cooling that the brand provides using
bizarre or unexpected situations. Consumer Insight state that there are times in the day when they
feel sluggish-while working or traveling - but do not want to slow down. Halls, with its Menthol
and Eucalyptus cooling agents, delivers an intense cooling experience, refreshing them. In order
to achieve that, a polar bear has been used which symbolizes the icy feeling in the TVC. The
intense cooling that the new Halls provides, leads to a feeling of rejuvenation.

Commenting on the launch, Sanjay Purohit, Executive Director - Marketing, Cadbury India Ltd
said, "Currently, the Mints category is growing at a rapid pace. The enhanced product offering
supported by the advertising campaign will augment a fresh appeal to brand Halls."

Halls has also launched new variant Lime Menthol as well as a unique shareable Pocket
Pack which further aims to strengthen the brand franchise. The New Halls offers a superior
tasting formulation & the dual benefit of cooling the throat. The product has been redesigned to
create a rounded eating experience for consumers.
Contract Advertising has conceptualized the campaign with the communication strategy, "Thandi
Saans Ka Blast".

The all-new Halls is available in all major retail outlets across the country. Special Halls Jar with
a blue tinge will be placed to increase visibility for the brand.

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Page | 57
 PROCEDURE OF RESEARCH
1. RESEARCH PROBLEM

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 Seek the general perception of consumer towards CADBURY CHOCOLATE.

To find the performance of CADBURY CHOCOLATE vis--vis other Brands.

To know the consumer psyche and their behavior towards CADBURY CHOCOLATE.

2. RESEARCH OBJECTIVES

To know the relationship of sales with the advertisement.

To know in which segment chocolates are mostly like/preferred.

To know the preference of Cadbury chocolates with comparison to

other competitive brands.

To know the factors which affects consumers buying behavior to purchase chocolates.

3. INFORMATION REQUIREMENT
First, I had to know about all the competitors present in the chocolate segment (Reputed and
well established brands as well as Local brands).

Before going for the survey I had to know the comparative packs and prices of all the
competitors existing in the market.

Since chocolate is a product that attracts children and youngsters hence I had to trace the
market and segment it, which mainly deals with people of various age groups.

4. RESEARCH INSTRUMENT USED

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 Multiple choice questions: Questions of this type offer the respondents an alternative to
choose the right answer among others. It is faster, time saving and less biased. It also simplifies
the tabulating process.

Open end questions: In this type respondents are free to answer in their own words and
express the ideas they think are relevant, such questions are good as first questions or opening
questions. They introduce the subject and obtain general reaction.

Dicthomus: These are the questions which are boolean in nature. These answers are
straightforward and respondents have to answer them in a straight way. That means the answer
can only be either yes or no.

5. SAMPLING

Sample size : 150 respondents

Method : Direct interview through questionnaire.

Data analysis method : Graphical method.

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6. FIELD WORK- METHOD USED FOR DATA COLLECTION

Questionnaire was prepared keeping the objective of research in mind.

Questions were asked to respondents as regards to their willingness to purchase

Chocolates.

The help of questionnaires conducted direct interviews, in order to get accurate

information.

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 EMPIRIAL ANALYSIS

A questionnaire is simply a formalized set of questions for eliciting information. As such its
function is measurement and it represents the most common form of measurement in marketing
research. Although the questionnaire is generally associated with survey research, it is also
frequently the measurement instrument in experimental design as well. When the questionnaire is
administered by the means of telephone or by a personal interview it often is termed an
interview schedule or simply schedule. This questionnaire can be used to measure:
Behavior Past, Present or Intended.
Demographic characteristics Age, Sex, Income, Occupation.
Level of knowledge
Attitudes and Opinions.

All of these four areas are frequently measure by questionnaire and often on the same
questionnaire.
Factors considered while preparing the questionnaire:
Age group of the respondents
Simplicity of language.
Informational needs require.

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ACTUAL QUESTIONNAIRE:
Our questionnaire comprises of 11 simple questions. I have included all the three types of
questions namely open ended, close ended and multiple questions. Information desired form the
questionnaire:
Popularity of the Cadburys product.
Knowledge about the Cadbury Dessert.
Consumers reaction towards Brand.

1.Do you like chocolates?

a) Yes
b) No

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2. What kind of Chocolate do you eat?

a. Branded
b. Non branded

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3. Which type of chocolates you like?
a) Cookies
b) Bar
c) Wafer
d) Other

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4. If ask, to name top three brands of chocolates would you prefer to include Cadbury in that?
a) Yes
b) No

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5. If yes, why do you prefer Cadbury over other chocolate?
a) Quality
b) Price
c) Advertisement
d) All of three

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6. How different is the style of expressing information in the ad comparing with other brands?
a) Not at all different
b) Quite different
c) Very different

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7. Have you seen our latest advertisement of Cadbury (aaj pehli tarikh hai)?
a) Yes
b) No

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8. The first thing that comes in your mind, when you see this ad?
______________________________________________________________________________
__________________________________________________________________

9. You purchased Cadbury product because; _______________________________________

a) Cadbury ad is influencing
b) Its Cadburys product
c) Both

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10. Do you prefer sweets after a meal?
a) Yes
b) No

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11. If yes, would you like to add Cadbury Desserts in that?
a) Yes
b) No

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12. How do you scale your Chocolate?

ATTRIBUTE POOR AVERAGE GOOD EXCELLENT

PRICE 48% 22% 23% 07%

SWEETNESS 20% 14% 20% 46%

PACKAGING 33% 18% 12% 37%

SOFTNESS 12% 16% 23% 49%

AVAILABILITY 12% 15% 23% 50%

13. Could you suggest anything for Cadbury brand?

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 FINDINGS

Findings constitute the core part of the body of the report. The findings section
constitutes the Meat of the report. Findings are the results of the study. This section makes up
the bulk of the reports. The specific objectives of the study should be kept in mind and findings
presented with them in view. The list of information needed to achieve the objectives, which was
prepared in the problem formulation step, should limit the scope of the findings presented.
Research has suggested that,
Nearly 90% of the sample prefers chocolates of brand Cadbury.
Cadbury products are well known for their taste and quality as compared to other products.
I find the main thing that is Cadbury brand name has very good image in consumers
mind and they consider it as Pure & Good Product.
Almost 95% says, Cadbury chocolate is among the top 3 brand in the market
However the advertisement has created a new aspect of enjoying sweets after meal.
Pricing strategy of Cadbury is also influence the customer to purchase the product.

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 SUGGESTION
Company should launch chocolate in new attractive packing to change image of Cadbury
chocolate in consumers mind.

Company should introduce sales promotion schemes like pranky, tattoo, contest, free gifts
etc.

Advertisement can be done with the help of animations that attracts children and
teenagers because chocolates are consumed largely in this segment.

Whenever Cadbury is coming with any new product they are doing promotional activity
at good level but they are not coming with the product at the same time. They are coming
with the product after very long gap period.

Company should launch chocolates in new flavors like

Strawberry
Elaichi
Mango
Pineapple

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 CONCLUSION

Brand management play vital role for any company weather it is services or product industry.
It differ one companys product to other and it create value for the customer.

Cadbury Dairy Milk emerged as the No. 1 most trusted brand in Mumbai for the 2005 edition
of Brand Equity's Most Trusted Brands survey.

Quality is the dominating aspect which influences consumer to purchase the product. In the
90s Cadbury face many problems but they cope with the problem and now they are the leaders
in the market. Cadbury is having maximum market share compare to other brand.

The Cadbury brand has proven itself to be a leader in a highly volatile and competitive market
because it has successfully established, nurtured and developed its brand and growing portfolio
of products.

FUTURE OF BRAND EQUITY:

To conclude:

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 WHY IS BRAND MANAGEMENT IMPORTANT FOR FMCG
COMPANIES?BENEFITS OF BRANDING FOR FMCG
COMPANIES:

(i) Recognition and Loyalty

The main benefit of branding is that customers are much more likely to remember your business.
A strong brand name and logo/image helps to keep your company image in the mind of your
potential customers.

If your business sells products that are often bought on impulse, a customer recognising your
brand could mean the difference between no-sale and a sale. Even if the customer was not aware
that you sell a particular product, if they trust your brand, they are likely to trust you with
unfamiliar products. If a customer is happy with your products or services, a brand helps to build
customer loyalty across your business.

(ii) Image of Size

A strong brand will project an image of a large and established business to your potential
customers. People usually associate branding with larger businesses that have the money to
spend on advertising and promotion. If you can create effective branding, then it can make your
business appear to be much bigger than it really is.

An image of size and establishment can be especially important when a customer wants
reassurance that you will still be around in a few years time.

(iii) Image of Quality

A strong brand projects an image of quality in your business, many people see the brand as a part
of a product or service that helps to show its quality and value.

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It is commonly said that if you show a person two identical products, only one of which is
branded; they will almost always believe the branded item is higher quality.

If you can create effective branding, then over time the image of quality in your business will
usually go up. Of course, branding cannot replace good quality, and bad publicity will damage a
brand (and your businesses image), especially if it continues over a long period of time.

For example:

The Sunny Delight drinks brand was one of the biggest in the UK just a year after its launch.
However, constant bad publicity about the quality of the product has severely damaged the image
of the brand, and sales have dropped for each of the past several years.

(iv) Image of Experience and Reliability

A strong brand creates an image of an established business that has been around for long enough
to become well known. A branded business is more likely to be seen as experienced in their
products or services, and will generally be seen as more reliable and trustworthy than an
unbranded business.
Most people will believe that a business would be hesitant to put their brand name on something
that was of poor quality.
(v) Multiple Products

If your business has a strong brand, it allows you to link together several different products or
ranges. You can put your brand name on every product or service you sell, meaning that
customers for one product will be more likely to buy another product from you.
For Example:

Sony sells televisions, music equipment, consoles, camcorders, DVD players, video players, and
etc all under the Sony brand name.

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 SONY

Television Music
Camcorders Dvd players
equipment

You can also create separate brand names for your product ranges, allowing people to see your
brand name, and then use the range brand name to work out what they wish to buy.

For Example:
Cadburys makes a range of confectionary under many different sub-brand names such as Dairy
Milk, Boost, Flake, and Time Out. All of these are sold under the product brand, but all feature
the Cadburys brand name on the packaging.

CADBURY

boost flake Dairy milk timeout

ARTICLES

Rural markets provide solace to FMCG companies

25 Mar 2009, 0655 hrs IST, Rajiv Banerjee, ET Bureau

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In the cyberspace, Sangeeta Bhabhi has successfully managed to attract eyeballs. Offline, it
could soon be Sangeeta Bhabhi. To be sure, Sangeeta
Bhabhi is no relation to her infamous online character, but an icon created by consumer goods
major Procter & Gamble to hardsell its stuff in rural India.

After a two year long push into the hinterland, P&G has come up with a new addition to its
marketing strategy in the form of a character called Sangeeta Bhabhi, a dedicated housewife. The
personality was conceived to push P&Gs leading brands, Tide and Head & Shoulders as a dual
proposition called kamyab jodi in rural areas of the country. After much deliberation over the
eight to nine categories that P&G operates in, marketers picked the detergent brand Tide and
shampoo Head & Shoulders as the focus in this particular rural initiative.

Last March, more than 100 villages in central UP were covered as part of the pilot stage of the
kamyab jodi initiative. The exercise involved teams narrating Sangeeta Bhabhis story, an
educated married woman, who highlights the benefits of using the two brands. Sandeep Bansal,
country head - Xpanse, the agency handling the particular rural activation, says the particular
style was used to communicate the value add proposition of the brands. Tide is a value added
brand priced higher than the regular brands. The challenge was to communicate it to the target
audience on the benefits of using a brand superior in quality, explains Bansal.

Considering that the rural markets has been a battle field with national players like HUL, Dabur
and even regional players like Ghari looking to penetrate further, P&G has its task cut out. When
contacted, Sumeet Vohra, marketing director, P&G India says that the companys endeavour has
always been to not only improve lives but also continue to touch as many more lives as possible.
Ours is a consumption driven economy and we are cognisant of the importance of the growing
rural segment in that context, says Vohra, adding P&G is constantly evaluating growth
opportunities not just in this segment, but across India and will use the right brand portfolio and
marketing techniques to do so. The move underscores the point that rural market is important
considering rural India comprises 12.2 % of the world population.

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 Through this initiative, P&G is attempting to generate user
trials for both SKU pack size as well as satchets. While Vohra
refused to comment on future plans citing company policy, it
is understood that after studying the initial response to the
pilot programme, the company is planning to roll the initiative
further to cover nearly 5,000 villages across the state of UP.
Also, to ride on the demand generated from this exercise,
P&G is simultaneously beefing up its distribution network to
ensure reach and availability of the products. But P&Gs rural
march takes on established rivals like Hindustan Unilever that has over the years added to its
rural distribution muscle through dedicated programmes like Project Shakti.

Similarly, cigarette major ITC through its echoupal network has been able to create a network to
further its FMCG ambition by pushing brands like Superia soaps and shampoos in smaller SKU
pack-sizes. Anand Shah, FMCG analyst from Angel Broking says P&G has been a late entrant in
the Indian market and its only in the last two years that the company is looking to probe further.
The company is playing catch up given that rural markets for categories like shampoos has been
a huge growth driver, says Shah. Surely, P&Gs hoping Sangeeta Bhabhi will tide over the
competition. And also keep her head firmly over her shoulders.

To stay relevant and entrenched, brands must act as social anchors: Shantanu Khosla, MD, P&G
India

17 Jun 2009, 0020 hrs IST,

Over the long course of consumer history, different factors have weighed in on the relationship

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between brands, consumers, and society. For most
part, brands have focused primarily on the consumer, relegating societal linkages to the
periphery. In the 60s, 70s and 80s this was appropriate as consumers had no real access to what
was happening in the world or what issues were shaping the future and how brands they
purchased were involved. Accordingly, the purchases made at the store had no connection, in
their mind, to anything else taking place in the broader society. Cable television, 24x7 news
media and the internet has changed this paradigm.

Consumers became increasingly conscious of the linkages between the issues that face society
and their consumption practices. They worried that rain forests were being depleted, children
were being left uneducated, oil spills were killing marine life, millions were dying of cancer and
HIV AIDS, children in Africa did not have access to basic medicines and a myriad other issues.
At the same time, lifestyles became more hectic, time more precious and personal resources
limited.

There seemed to be no resolution to this dichotomy of 'I care' and 'I can't do anything about it.
This 'consumer need' to feel involved and yet not being able to, defined an important gap and,
therefore, an opportunity for brands to act as a social anchor. Enter Cause Related Marketing
(CRM). There are many definitions but essentially, CRM is an enabling mechanism for
consumers to participate and engage with their environment within their existing means. It is a
win-win arrangement between the enabler and the enabled. It is important to note that CRM is
not CSR or corporate philanthropy.

In fact, it is distinct in 3 important ways:

1.CSR is focused on creating a show and tell of the corporate conscience, while CRM is all
about consumer conscience. It is therefore more inclusive (not what 'I' am doing but what 'we'
can do).

2.CSR is dependent on corporate largesse while CRM is driven by consumer participation. This

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 has two implications. One, the cause has to resonate with
consumers and two, it is more sustainable.

3.CSR programs are linked to the corporate brand (the

company) whereas CRM programs are directly linked to
product brands. As product brands have a continuous pipeline
of consumer communication (as compared to corporate
brands), the equity rub off on the brand is tangible and
immediate. P&G's experience in Cause Related Marketing is
substantial.

We have conceived, designed and implemented literally

hundreds of hugely successful CRM programs. Our learnings
show that the most effective CRM programs are able to build
the brand and impact the chosen cause in equal measure. In
my mind there are 4 key principles - the 4Cs of CRM if you
will - that are fundamental to an effective CRM program.

The Cause: Identifying the right cause is the first and the most critical step. The key here is that
the chosen cause should appeal to your
target consumers. Before we launched Shiksha, P&G's
signature cause in India that helps educate underprivileged children via contribution of sales
proceeds of our brands, we conducted extensive consumer research that established 'Children's
Education' was top of mind for our consumers (across multiple brands). Now in its 5th year,
Shiksha continues to inspire consumers and has become a national movement that has improved
the lives of 87,000 children.

2. The Collaboration: CRM programs are by definition a collaborative process. It is collaboration

between Cause and Marketing. While we as manufacturers are the experts on marketing, we need
to have the right partner for executing the cause element.

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Choosing the right collaborator for your cause is important for 3 key reasons. These are
credibility for the chosen cause, consumer confidence in implementing the program on ground
and endorsement of your brand. One of most successful CRM programs run by P&G is a
partnership between Pampers and Unicef. Here for every pack of Pampers that a consumer buys,
we contribute 1 tetanus vaccine to developing countries.

The collaboration has helped raise awareness for the need for tetanus vaccines in developing
countries as well as reassured consumers that we have partners with the requisite expertise to
execute this. Further, the Unicef association underlines Pampers equity as a brand that cares
about babies.

3. The Commitment: Once you have narrowed down on the right cause and right collaborator, to
really reap the benefits of the program, brands should commit to building the program year on
year. In India, with Shiksha, we have stayed committed to educating underprivileged children for
5 years now and I can confidently say that we will continue to do so.

From a brand standpoint, we have seen awareness for Shiksha steadily going up with consumers
helping them make a definite choice in terms of purchase.

4. The Campaign: The difference that we can make to the cause as marketers is by bringing the
same rigour that goes into building our brands in building the cause. For Shiksha, like for any
other P&G brand, we have a multi functional team that looks into each element including
creating engaging ATL and BTL programs, designing effective in store communication, creating
mnemonics like brand characters etc.

In an integrated society where brands have become an expression of both the individual and
society, it is critical that we take a broader view of how we as marketers respond. Providing not
just superior products but social anchorage via genuine cause marketing can truly elevate your
brand to the next level.

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 Acknowledgement

I would like to express sincere gratitude to my Project Guide, Ms.

Megha Madnani for her valuable support in making this project.

I wish to thank the participants of my primary research who took an

effort to give me some of their valuable time that helped me complete my
research work.

I would also like to acknowledge the support of the staff of H.R.

College of Commerce and Economics, my professors and teachers who
helped me take this project forward and encouraged me at every step.

Lastly, I would like to thank my family and friends who have been
extremely cooperative and helpful.

Thank you.

Kiran Bhambhani

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 Bibliography
Books
1. Kelogg on Marketing; by Bobby J. Calder and Alice M. Tybout,
2. Managing Corporate Brands by Marcos Omeno

Websites
1. www.timesofindia.indiatimes.com
2. http://marketing.about.com/od/marketingglossary/g/brandiddef.htm
3. http://manifestedmarketing.com/2010/12/31/proctor-and-gamble-corporate-
branding-vs-multi-branding/
4. http://fmcgmarketers.blogspot.com/
5. http://www.branddriveninnovation.com/wp-content/brand%20driven
%20innovation.pdf
6. http://www.launchengineering.com/fmcg.htm
7. http://www.chillibreeze.com/articles_various/fmcg-in-india.asp
8. http://www.nytimes.com/allbusiness/AB4019474_primary.html
9. http://marketing.about.com/cs/brandmktg/a/whatisbranding.htm
10.http://www.businessweek.com/magazine/content/05_07/b3920042_mz011.ht
m

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