Essay on Brand Audit of Cadburys

Essay on Brand Audit of Cadburys

1.0 Introduction

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

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

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

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

1.2 Cadbury Dairy Milk Brand

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

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

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

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

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