Cadbury Essay

1463 Words Dec 5th, 2012 6 Pages
PRODUCT AND BRAND MANAGEMENT
CADBURY

Rationale of CBBE model: Basic premise: The power of a brand resides in the minds of the customers. The challenge is to ensure that the customers have the right kind of experiences with the products and services and their marketing program to create the right brand knowledge structures i.e. Thoughts Feelings Images Perception & Attitudes

Building a strong brand involves a series of steps as part of a “branding ladder”. It is characterized by a logically constructed set of brand “building blocks”. We need to identify the areas of strength and weakness and to provide guidance to marketing activities.

BRAND SALIENCE
Brand Salience measures awareness of the brand, how often and how easily the
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5 The campaigns of „Pappu pass ho gaya‟ and „Miss Palampur‟ aim to popularize Dairy Milk connecting it to various usage situations. Three consumer segments of „impulse‟ , „take home‟ and „gift‟ has been identified. Impulse purchases are usually products bought for immediate consumption. Take Home confectionary is generally bought in supermarket and is often driven by specific need. The specific need or usage can be an occasion. The consumers make more rational decisions like brand influence, price/value relationship. These areas are further subdivided for e.g. the gift sector comprises special occasions (B‟days or festivals) and token or spontaneous gift.

BRAND PERFORMANCE
It describes how well the product meets customers‟ more functional needs. It transcends the product‟s ingredients and features to include dimensions that differentiate the brand. The Cadbury brand name has been existence since 1824 when John Cadbury opened his shop in Birmingham, England. Over the years it has survived in a highly competitive market and developed its competitive advantage. It is successful in communicating the customers that it is still the ultimate in chocolate pleasure. It has shown the consistency in performance. The strength of the umbrella brand supports the brand value of each chocolate bar, thus implying how reliable the brand is. Cadbury‟s packaging on the functional level, the pack was structurally sound to protect the product quality in

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