Creating Local Brands Globally Marketing Essay


Today ‘s epoch is characterized by quickly altering consumer gustatory sensations and penchants. In this scenario, sellers strive to please the clients, instead than simply fulfilling them, by presenting more than the consumer can anticipate. This survey aims to analyse the effectivity of the stigmatization & A ; marketing schemes of the top confectionery trade name in the UK – Cadbury Plc, and the competitory advantage that accrues to Cadbury, because of its distinction scheme, in this oligopoly market.

Cadbury has been ranked as the fifth most popular trade name in the UK as per a study conducted by Nielsen ( 2010 ) . It operates in more than 60 markets, and occupies the top or the 2nd slot in more than a mark of the universe ‘s confectionery markets. This study is focused on the UK market and utilizes primary research informations to derive penetrations about the properties of the trade name which make it a popular family name.

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Table of Contentss


Landscape of UK ‘s confectionery market

The Journey of Cadbury Plc

Aims & A ; Aims

Dissertation Structure

Literature Review

Specifying Brand

Dimensions of Brand

Benefits of Branding

Capitalizing Brand Equity through Brand Extensions

3. Research Methodology

1. Introduction

Landscape of UK ‘s Confectionery Market

The UK Confectionery market is said to be the largest in the European Union, and research has shown that Britons devour more cocoas than any other state of the EU block ( Barnett, 2006 ) . Even in the disruptive times of recession and worsening disposable incomes, this market has managed to time a nice growing rate, due to the demand for dainties and the in-between-meal snacking wonts of Britons. Chocolate continues to be a major section of the confectionery market. Between 2007 and 2009, the nominal growing rate of cocoa confectionery was 11.7 % and its value stood at GBP 2.3 billion ( CC, 2010 ) .

The cocoa confectionery market is an oligopoly wherein the top 5 participants account for about 90 % of the market gross revenues and Cadbury, Mars and Nestle continue to be the dominant participants ( UK Confectionery, 2007 ) . However, the focal point on new merchandise invention has been on a diminution in this sector and the companies are emphasizing chiefly on trade name extensions.

The increasing wellness consciousness among the consumers coupled with debut of healthier nutrient options by rival sectors like biscuits, bars, etc. present a menace to the sector and calls for advanced schemes to battle the same.

The Journey of Cadbury Plc

Cadbury Plc is the taking participant in the UK market with its flagship trade name “ Dairy Milk ” being systematically ranked as the most preferable cocoa trade name by consumers since clip immemorial. Headquartered in Cadbury House in the Uxbridge Business Park in Uxbridge, London Borough of Hillingdon, England, it is present in over 60 states and has entree to 35000 direct & A ; indirect providers. It is the maker and marketer of assorted confectioneries like chocolate pulverization, cocoa saloon, confects, cough beads, masticating gum, and breath fresheners. ( Refer Appendix – Merchandise Map of Cadbury ) . Its merchandise scope is marketed under popular trade names such as Cadbury, Trident, Creme Egg, Halls, Green and Black ‘s, Bassett ‘s, Hollywood, Dentyne, Bubbaloo, Cadbury Eclairs, and Natural Confectionery. The company ‘s fabrication installations are located in South Africa, Kenya, Swaziland, Ghana, Botswana, Namibia, Egypt, Lebanon, Morocco, and Nigeria ( Global Data, 2010 ) .

Its beginning day of the months back to 1824 when its laminitis John Cadbury started it by selling tea, java and imbibing cocoa at Bull Street in Birmingham. Since so, there has been no looking back for it. In 1905, it launched the ‘Dairy Milk ‘ cocoa saloon which shortly became the company ‘s best merchandising merchandise. In 1969, it merged with Schweppes to make an international trade name Cadbury Schweppes. Cadbury had followed both the organic and inorganic path to make a planetary trade name until 2010, when it was acquired by Kraft Foods Ltd. in a hostile coup d’etat command ( Reuters, 2010 ) .

On 2nd February, 2010, Kraft Foods successfully acquired 71 % interest in the company and by 5th February, reached the relevant 75 % interest ownership demand, which resulted in delisting of the company from London Stock Exchange and FTSE 100 Index ( BBC News, 2010 ) . The company was a component of the index since the index ‘s origin in 1984. The trade was valued at a whooping $ 18.9 billion.

Today the combined Cadbury-Kraft entity is the 2nd largest confectionery giant globally after Mars – Wrigley ( Kraft Foods, 2010 ) . Kraft has retained the Cadbury trade name and is taking to capitalise on the interactive benefits of the trade and the Cadbury trade name.

Aims & A ; Aims

This survey aims to look into the grounds and the properties which have contributed to the success of the Cadbury trade name. It is based on primary research informations collected through the questionnaire method, and seeks to accomplish the undermentioned aims:

Compare the stigmatization scheme of Cadbury with its rivals.

Derive penetrations into the selling and branding schemes of Cadbury.

Analyze the stigmatization schemes of Cadburys utilizing bing theoretical accounts and theories on stigmatization.

Besides these, it besides seeks to analyse the effectivity of its trade name publicity attempts by deriving an penetration into the trade name acknowledgment tools used by its consumers.

Dissertation Structure

The study has been divided into 5 subdivisions. The 2nd subdivision presents a brief literature reappraisal of the stigmatization constructs and briefly introduces the popular theoretical accounts of stigmatization.

The 3rd chapter discusses the methodological analysis adopted to roll up informations and provides the principle for utilizing the same.

The 4th chapter presents the informations and analyses the same to derive cognition about Cadburys schemes vis-a-vis rivals.

The 5th chapter concludes the study with a brief sum-up of the findings and provides a base for future research by sketching the restrictions of this analysis.

2. Literature Reappraisal

2.1 Specifying ‘Brand ‘

Several practicians have put frontward different definitions of the construct – trade name. Trade names have been in being since 1000s of old ages ( Moore and Reid 2008 ) , but the modern thought of trade names got operationalized in the late nineteenth century when hallmarks and attractive packaging were introduced, ( Fullerton 1988 ; McCrum 2000 ) , positioned as ‘a warrant of genuineness ‘ ( Feldwick, 1991 ) . The American Marketing Association ( AMA, 1995 ) defined trade names, concentrating on the touchable trade name properties as points of distinction:

“ A name, term, mark, symbol or design, or a combination of them, intended to place the goods or services of one marketer or group of Sellerss and to distinguish them from those of the rivals ” ( Wood, 2000 ) .

Simply put, a trade name is a separating individuality and promise which benefits the client. Branding is an exercising conducted with a position to pull strings the perceptual experience a peculiar goods/services creates in a consumer ‘s head, as to whether it induces a sense of value creative activity in his/her head, so the consumer sees the merchandise as being “ worth ” and finally Acts of the Apostless in footings of traveling for existent buying the merchandise. If the trade name experience and individuality are strategically managed, it goes without stating that a consumer can be convinced to pay a differential monetary value premium for tie ining himself/herself with the trade name. ( Glenn Sasscer, 2009 )

2.2 Dimensions of Brand

Experts have classified trade name definitions under six headers:

1. Ocular,

2. Perceptual,

3. Placement,

4. Image,

5. Added Value, and

6. Personality. ( Hankinson and Cowking, 1993 ) .

Consequently, there are assorted theoretical accounts of branding. One such theoretical account has been developed by Leo Burnett Brand Consultancy as shown in Figure 1. The Brand ‘s kernel is the centre-point or the chief thrust country of the stigmatization attempts. This kernel is a map of the integrating of four dimensions as shown: Functions of the product/service, Source, Personality/ Image of the Company and Differentiation from rivals. Brand ‘s kernel would be strong and trade name power high when all the dimensions systematically back up and complement each other. A individual weak nexus in the full model can take to confusion and improper communicating to consumers ‘ heads ( Randall Geoffrey, 2001 ) .

Figure 1: Burnett theoretical account of Brand Dimensions

Functions Personality/Image


What is it

Differences Beginning

What is it?

What is it for?

What does it make?


How is it better?

How is it different?

How do people experience about it?

Do they like/respect it?

User Imagery

What does the company base for?

What are its purposes?

Beginning: Leo Burnett Brand Consultancy

Another popular theoretical account is the 3i Model, proposed by the selling bookman Philip Kotler. It is a recent development in the field of selling, and it footings Positioning, Branding and Differentiation as the pillars of the selling schemes. The 3i ‘s refer to Brand Integrity, Image and Identity as demonstrated in the undermentioned figure:

Figure 2: The 3i Model

Beginning: hypertext transfer protocol: //

Brand individuality refers to the placement of the trade name in the heads of the consumer. The placement should be alone so as to hold a noticeable impact on the heads of the consumers.

Brand Image refers to the acquisition of a portion in the consumer ‘s heads. The trade name value should be such that it should appeal to the consumer ‘s demands and aspirations beyond the traditional constructs of merchandise characteristics and functionalities.

Brand Integrity is a type of trial of genuineness which develops as the trade name fulfills what it had communicated to carry through. It refers to credibleness and honestness of the trade name. It targets the spirit of the client and aims to transfuse trust and religion in it for the company ‘s trade name ( Kotler, 2010 ) .

2.3 Benefits of Branding

The benefits of stigmatization can be discussed under two wide caputs: fiscal benefits and societal benefits.

Peter Doyle ( 1990 ) gathered several groundss of trade name popularity and profitableness which have been discussed underneath:

Trade names that have a market portion of 40 % have been found to bring forth three times greater return on investing than those with a market portion of merely 10 % .

In UK food market market, the top trade name generates six times return on gross revenues of the 2nd leader trade name, while the 3rd and 4th trade names are unprofitable.

Trade names are an plus to their proprietors. It is an of import intangible plus in the company ‘s balance sheet which can harvest important benefits. It helps make a niche for the company ‘s merchandises in the consumer ‘s heads and assures of high gross revenues on history of trade name trueness and trade name acknowledgment. Besides these, it besides aids in entire quality direction procedures of the organisation through its purpose to accomplish zero-defect end product and bring forth high quality end product on a consistent and sustainable footing.

2.4 Capitalizing Brand Equity through Brand Extensions

The success of any trade name direction scheme lies in the effectual cleavage, aiming and placement of the trade name ( Lane & A ; Sutcliffe, 2006 ) . Building and pull offing an iconic trade name is an on-going procedure that requires significant planning and attempts. Powerful trade names bring in trade name equity. Brand equity refers to the complete set of associations and behaviours on the portion of all of the trade name ‘s consumers, channel members, and the parent corporation that helps the trade name bid greater volume or higher borders than it could, had the trade name name non existed. Brand Equity provides the trade name with a stronger, sustainable, and competitory differential advantage in the market ( Chay 1988 ) . Well established trade names can command premiums in similar diversified lines of concern provided the client base remains the same, through trade name extensions ( Tauber, 1981 ) . Brand Extensions in simple footings implies utilizing an bing trade name to market a new merchandise to a similar client base the trade name was providing to. There exists the hazard of cannibalization of the bing gross revenues ( Aaker & A ; Keller, 1990 ) , but the strong trade name equity helps avoid this as shown by research.

Tauber ‘s ( 1981 ) matrix has been adapted to accommodate the confectionery market which has undergone rapid re-branding, re-positioning and re-packaging in the past old ages ( Keynote,2005 ) . The Jigsaw Branding Model is a suited tool supplying strategic waies for trade name extensions ( Lane & A ; Sutcliffe, 2006 ) .

Figure 3: The Jigsaw Branding Model

Beginning: The Marketing Review 2006, p 99

As the theoretical account shows, inward focal point is the most conservative scheme and diversified trade name portfolio the riskiest. Matrix Branding utilizes elements of both trade name and class extensions, but without taking much hazard.

De Chernatony ( 2001 ) assert that the value of the trade name ‘s personality is a important distinction tool and research has furthered on this by set uping that trade name personalities functionality is the primary driver of client ‘s penchant and use. These factors farther contribute to a strong trade name with important trade name equity which can be used for future growing and variegation.

3. Research Methodology

This study is based chiefly on informations collected through primary research informations aggregation methods, along with informations collected from secondary beginnings.

3.1 Data Collection Method

Assorted methods are available to roll up primary informations like focal point groups, group treatment techniques like Delphi Technique, questionnaire method etc ( Primary Data Collection Methods, 2010 ) . Since this survey aims to analyse informations about consumer ‘s individualistic perceptual experiences and images of the trade name Cadbury, the questionnaire method was deemed suited.

3.2 Use of Ordinal Data

Datas can be classified into assorted types, the primary categorization being ordinal and central ( Types of Data, 2010 ) . This study seeks to derive penetration into the comparative ranking of the assorted trade names and the several properties in the consumer ‘s heads and is based on qualitative informations. These factors can non are non quantifiable, for illustration, a individual can non quantify how much he/she likes cocoas ( Fink, 2003 ) . Hence the Likert graduated table attack to roll up ordinal information has been used. Here, respondents are asked to rate the options on a graduated table with the most preferable property being ranked as No. 1 and so on ( Kumar Ranjit, 2005 ) .

3.3 Planing the Questionnaire

The questionnaire is the primary tool of research in this study and hence has to be planned carefully and logically. The major job with the questionnaire method is that informations is non collected through personal contact, but through other signifiers of communicating. Hence, there are several hazards involved including hazards of no response, misunderstanding of inquiries, to call a few. The job gets amplified when the information to be collected is chiefly subjective. While planing the questionnaire, the attack followed was to maintain it simple, nonsubjective, and less time-consuming. Open ended inquiries were avoided, and it emphasized on ranking of assorted properties so as to minimise misunderstanding ( Oppenheim, 1992 ) . Pilot trials were conducted to find the objectiveness of the questionnaire.

3.4 Pilot Trials

The questionnaire was ab initio administered to a little group of 10 people and their feedback was collected as to how simple and nonsubjective they found the questionnaire. Consequently, alterations were made and the concluding questionnaire was prepared. For illustration, ab initio the questionnaire did non name the assorted trade names, but asked for the companies merely. It was found that companies were more cognizant of the trade name, instead than the company advancing that trade name. Due to confusion among the respondents, it was amended and the 2nd inquiry explicitly stated the names of the popular cocoa trade names.

3.5 Administering the concluding questionnaire

Due to clip and geographical restraints, this study was restricted to a sample of 50 individuals. The Simple Random Sampling Approach was deployed to obtain the information. Consequently, the informations collected was tabulated through the usage of tally Markss, and their average values were obtained to acquire a general overview of the demographics of the sample surveyed.

4. Datas Analysis

A trade name is a metaphor which is used to denote the complex form of associations that exists in the head of the consumers ( or users ) instead than the heads of the selling forces ( Gordon Wendy and Ford-Hutchinson Sally, 2002 ) . Therefore, I intend to get down my analysis by analysing the demographics of the sample surveyed.

4.1 Demographics of the Sample Surveyed

The questionnaire was electronically administered to a big sample in a random mode, and 80 % of the mark sample responded back. We ignore the non-respondents and take our sample size as 50. Cadbury Plc is a planetary trade name that patterns the scheme of broad distinction and is non focused on any peculiar consumer subdivision. Its merchandises are targeted across all ages and all locations, without any prejudice.

The age profile of the study respondents has been shown in the undermentioned chart. We see that the respondents belong chiefly to the age group 18-30 old ages and above 50 old ages. There was no response from the adolescents group.

Figure 4: Chart Picturing the Sample ‘s Age Group

This sample was free of gender prejudice as the per centum of male and female respondents were about equal ( 52 % and 48 % severally ) .

4.2 Consumption Patterns of the Sample Surveyed

Cadbury Plc is an iconic trade name in the confectionery sector which is positioned as a regularly consumed consumer merchandise. Even in the study conducted there was no respondent who ne’er consumed cocoas. However, the frequence of ingestion differed with important differences being noticed across the age groups 18-30 old ages and above 55 old ages. No important ingestion differences were noticed between the male and female respondents. The graph below illustrates the ingestion forms of the sample population surveyed:

Figure 5: Consumption Patterns Across the Sample Population ( Age Group Segregation )

We see that the respondents of the age group & gt ; 50 old ages consume cocoas everyday while those of the age group 18-30 old ages consume them on a hebdomadal footing, while the group 31-50 old ages is a preponderantly monthly consumer. This can be attributed to the turning wellness and fittingness consciousness amongst these age groups as was besides prevailing in their desire for low fat and high nutrition from Cadburys unlike the age group & gt ; 50 old ages which aspired for broader volumes and low monetary values in their future outlooks from Cadburys. On an mean the frequence of ingestion was about same as depicted below:

Figure 6: Consumption Frequency of the Sample Population

The above chart clearly shows that Cadburys is a fast moving consumer merchandise which is consumed on an equal rate monthly, hebdomadal and day-to-day. Very few respondents consume it yearly and at that place was n’t any respondent who despised cocoas.

4.3 Consumer ‘s Preference of Trade names

As discussed earlier, the confectionery industry is chiefly an oligopolistic market where the top 5 trade names account for about 90 % portion of the entire market. Though the sample population can non be construed as a true reproduction of the full consumer population, analysing the same can supply valuable penetrations about consumer gustatory sensations and likes. The graph below demonstrates the widely consumed trade names of the sample population:

Figure 7: Sample Population ‘s Preferred Brand Picks

We see that this market is dominated by several trade names with Dairy Milk, Snickers and Kit-Kat being the most widely preferred by the sample population. This market is characterized by stiff competition where trade name trueness is non really high and trade name shift costs are really low. Furthermore, since no individual respondent stuck to a individual trade name, but is a regular consumer of all the available trade names, it is of extreme importance to the sellers to distinguish their trade names in a outstanding mode in the heads of the consumer and make an elite, retainable image in the heads of the consumer to harvest maximal benefits from its selling schemes. We see that the top consumed trade name was Dairy Milk, the iconic trade name from the Cadbury ‘s stable, with 70 % of the respondents claiming to be a consumer of this trade name. However, it besides faces stiff competition from Snickers, which is the pick of approximately 65 % consumers followed by Nestle ‘s Kit-Kat which is preferred by about 62 % respondents. Even from the Cadbury ‘s stable, Dairy Milk was the most preferable choice, while Wispa, Time-Out were besides consumed by few respondents. This intense competition calls for out-of-the-box thought and advanced strategic enterprise by Cadbury ‘s to keep and heighten its market portion. Now we move on to analyse the favourite consumer trade names and the properties of Cadburys which makes it the most preferable trade name across all ages.

4.4 The top cocoa trade names in the UK

This study was conducted to find the popularity of confectionery trade names in the United Kingdom. The respondents were asked to name their top three preferable cocoa trade names. It was observed that Cadburys is preferred in the top three trade names ‘ list for 90 % of the entire respondents. Merely 10 % of the respondents did non rate Cadburys in the first three trade names list. Cadburys was seen to be a bigger hit in the & gt ; 55 age group, with about 60 % of the entire respondents in this class claiming Cadburys to be their favourite trade name. About 32 % of the entire respondents in the age category 18-30 old ages listed Cadburys as their favourite trade name and 40 % in the class of 31-50 old ages rated Cadburys as the top trade name.

Figure 8: Evaluation of Cadburys by respondents

In the 18-30 old ages class, Snickers was seen to be the top preferable trade name with 50 % of the respondents from this class evaluation it as the top cocoa trade name. Other top cocoa trade names were Hershey ‘s Milk Chocolate, Ferrero Rotcher, Kit-Kat and others. The consequences have been diagrammatically summarized underneath:

Figure 9: Chocolate Brands Rated ‘Top ‘ by the Sample Respondents

A expression at the above graph indicates a rose-colored state of affairs for Cadburys but if we look at the figures in a segregate mode, we see that the trade name popularity of Cadburys is less in the age group 18-30 old ages and the trade name popularity is highest in the age group & gt ; 50 old ages. Cadburys is confronting tough competition from Mars ‘ Snickers in retaining its client base belonging to the group 18-30 old ages.

4.5 Analyzing the Brand Building Process of Cadburys

More than merely being a selling construct, stigmatization has an emotional and psychological entreaty to it. Branding is non merely a tool deployed by the company to market its merchandises and bear down a premium for the same, but it represents a joint wherein the company tries to link with its consumer and delight them and transfuse a sense of religion and trust towards the company ‘s merchandises. Brand Building is a consistent exercising which requires attending to the minutest item and forbearance ( Williams Roy H. , 2005 ) . It is non a annually or monthly exercising, but it takes old ages for any company to construct a trade name. Branding is non confined to merely colorful Sons, founts or symbols but it has both an emotional entreaty and a psychological dimension to it.

In this study, we intend to analyse the procedure of trade name edifice deployed by Cadburys. Its flag-ship trade name “ Dairy Milk ” has won awards from consumers over several decennaries. In the study conducted, the respondents were asked to rate the different factors on a evaluation graduated table, which in their sentiment, are the alone merchandising proposition of Cadburys. Consequently, the consequences were tabulated and illations about the trade name ‘s popularity from these qualitative factors were determined through the usage of assorted statistical tools.

4.5.1 Analyzing the Brand Attributes Contributing to Cadbury ‘s Popularity Statistical Tools Used

As discussed before, this study is based on ordinal and non central informations. Ordinal information is used to quantify qualitative factors and hence the traditional statistical steps like mean, standard divergence can non be computed. Therefore we have to travel beyond the traditional tools and consequently the undermentioned tools were selected:

Spearman ‘s Co-efficient of Rank Correlation,

Co-efficient of Determination,

Hypothesis testing ( utilizing T-tests due to little sample size ) .

Correlation measures the grade of association and mutuality between two variables ( Fink Arlene, 1995 ) . There are different types of correlativity co-efficient. However, for analysing rank informations, the two most widely used methods are to cipher Edward Spearman ‘s co-efficient of rank correlativity and Kendall ‘s co-efficient of rank correlativity ( Dixon, W.J. , 1992 ) .

Spearman ‘s rank correlativity coefficient is most widely used to analyse ordinal informations ( Nolan Bryan, 1994 ) . Named after the innovator of the construct of Charles Spearman, it is regarded as the non-parametric opposite number of Pearson ‘s correlativity coefficient ( Vaughan Liwen, 2003 ) . It does non presume any distribution form of the information. It is calculated by utilizing the undermentioned expression:

Correlation Co-efficient = 1 – [ 6 * a?‘D2 ] / [ N ( N2 – 1 ) ]


N is the figure of observations.

a?‘D2 represents the difference between the ranks of the ordinal variables.

Though the sample size is 50, merely 90 % of the respondents rated Cadburys in their top three trade names list. Thus the figure of observations here is 45, and the rankings by these respondents is used to cipher the grade of association between the rank assigned to Cadburys by them ( dependent variable ) and the corresponding comparative ranking of the trade name ‘s properties ( independent variable ) .

While correlativity measures the grade of association, correlativity squared explains the per centum of the variableness in the value of the dependant variable that is explained by the independent variable. This factor is normally known as Co-efficient of Determination ( Gravetter & A ; Wallnau, 2009 ) .

In statistics, mere calculation of correlativity co-efficients is non sufficient. It is indispensable to set up the statistical significance of the co-efficients and find whether they significantly explain the dependant variable. Two tailed T-tests were conducted at 5 % significance degree, to infer whether the void hypothesis holds good. The void hypothesis stated that the rank correlativity is about irrelevant, while the alternate hypothesis stated that there was important correlativity between the two variables. The value of the t-statistic was computed as:

T-value = R * [ ( N – 2 ) / ( 1 – r2 ) ] ^ 0.5

Where, R is the rank correlativity coefficient.

The relevant grades of freedom were N – 2 or 43 for this instance.

If the computed T-value falls outside the critical part of 5 % significance degree, the void hypothesis is rejected and the coefficient of rank correlativity is deduced to be statistically important. Consequences Computed from the Survey Data

The comparative rankings and the ranking of Cadburys were tabulated and the corresponding statistical values were computed. The computations have been presented in the Appendix. The sum-up of the rank correlativity coefficients and the coefficient of finding are shown below:

Figure 10: Summary of the Statistical Output

Association of Ranking to Cadburys with Property:

Coefficient of Rank Correlation

Coefficient of Determination ( % )




Quick Reach






Budget Friendly



Availability in Various Sizes






Nutrition & A ; Health



Handiness of Discrepancies






The consequences show that the rank correlativity is rather high for all the associations bespeaking that there is a strong relationship between trade name popularity and all the above tabulated factors. In fact the correlativity is strongest with the attribute ‘Taste ‘ followed by the property ‘Nutrition & A ; Health ‘ and ‘Quality ‘ severally. This indicates that to farther advance the trade name, Cadburys must endeavor to heighten these three properties chiefly. Taste was the top rated attribute by several respondents across all age groups and chiefly by the & gt ; 50 old ages age group, which can be the ground for their trade name trueness. The respondents belonging to the age-group 18-30 old ages did non perceive Cadburys as a really healthy and alimentary trade name which was indicated by their below 3 ranking assigned to this property. Again, those respondents who did non rate Cadburys in their top three list, perceived it as a less healthy and alimentary trade name as implied by their below 6 evaluation assigned to this property by them. There was no such major difference observed in the ranking of other properties across age groups.

To formalize the statistical significance, two tailed Thymine trials were besides conducted and the deliberate T values are shown under:

Figure 11: T-values of the Rank Correlation Coefficients

Rank Correlation between evaluation of Cadburys & A ; evaluation of:

T-Value of correlativity coefficient



Quick Reach




Budget Friendly


Availability in Various Sizes




Nutrition & A ; Health


Handiness of Discrepancies




All the T-values autumn outside the critical part taking to rejection of the void hypothesis that the correlativity coefficients are close to zero, bespeaking that the correlativity coefficients are statistically important and this besides seems logical because trade name power is a consequence of the intersection of several factors across psychological, emotional, functional and physical dimensions.

4.5.2 Brand Positioning of Cadburys

The exclusive intent of positioning trade names in the consumer ‘s heads is to make the coveted associations for the company ‘s trade name with regard to the competitory trade names ( Kotler, Michi & A ; Pfoerstch, 2006 ) . Through positioning tactics, sellers intend to make a trade name individuality which helps the trade name to be observed and retained in the littered market topographic point. The trade name is positioned to run into the rational demands and wants of the consumer.

Successful sellers thrive to at the same time touch both the head every bit good as the bosom of the consumer through effectual trade name placement ( which triggers the purchasing determination ) and reliable distinction to corroborate the purchasing determination. However, the concluding and the most influential force is the Black Marias, which makes the consumer act and take the purchasing determination ( Setiawan et al, 2010 ) .

Cadburys is runing in an oligopolistic cocoa confectionery market. In this market, consumers are chiefly concerned about the wellness and the nutritionary value of the merchandises they consume along with its entreaty to the gustatory sensation buds. Price war is non that predominant in this industry because the candymakers can bear down a premium for their merchandises, provided that they enumerate a significant distinction facet about their merchandises that convinces the consumers.

To measure the trade name placement of Cadburys in the current market place, the place of the trade names have been compared against two primary properties viz. :


Health and Nutritional Values.

In the study conducted, consumers were asked to rate the to chocolate trade names – Cadburys, Nestle, Mars, Hershey ‘s – they perceive as healthiest, and consequently assign evaluations to them. Furthermore, the questionnaire besides included an open-ended inquiry that asked consumers to lucubrate the grounds why they would prefer Cadburys over other trade names. Surprisingly, about three-fourthss of the respondents stated gustatory sensation as the superior differentiating factor for Cadburys when compared to other trade names. However, the consequences for wellness and nutritionary value were once more assorted across age-groups. While the average evaluation assigned by the age group & gt ; 50 old ages was 1.5 to Cadburys, the age group 18-30 old ages assigned a evaluation of 2.5 which indicates that they perceive the trade name as less healthy. For the age group 31-50 old ages, the average evaluation was 2. Compared to Cadburys, Mars and Nestle fared good amongst the age group 18-30 old ages with a average evaluation of 1.5 and 2 severally. Thus this is a possible country for betterment. The trade name positioning map of Cadburys with regard to its rivals has been included in the Appendix.

4.5.3 Brand Extension by Cadburys

The intense competition in the confectionery market coupled with quickly altering consumer gustatory sensations has led to shortening of the life-cycle of both merchandises and the trade names. Thus brands with shorter life rhythms need to hold a low pay-back period so as to harvest benefits. The scenario calls for rapid invention, particularly at the adulthood stage of the merchandise life-cycles, to remain profitable. Similar attack has been practiced by Cadburys.

Cadburys has efficaciously practiced trade name extension by widening its Dairy Milk trade name into ice-cream with the launch of three discrepancies: cocoa, shortcake biscuit and caramel ( The Grocer, 2003 ) . In 2004, Cadbury undertook several re-branding enterprises to make a strong trade name and keep strategic trade name tantrum among bing trade names, which besides included backdown of the trade name ‘Wispa ‘ .

In the study, respondents were asked as to what they associated with the trade name Cadbury – cocoas, ice-cream, drinks, bars or biscuits. It was surprising to see that though a bulk rated cocoas as their pick, Cadbury is popular for its ice-cream and bars excessively. The consequences have been condensed underneath:

Figure 12: Merchandise Associated with trade name Cadbury

4.6 A Snapshot of the 4-Ps of Marketing of Cadbury

The 4-Ps in marketing refers to Product, Price, Place and Promotion ( Kotler, 2003 ) . The 4th P i.e. Promotion is a really effectual and of import tool for trade name edifice, because it is the primary communicating tool between the company and its clients. Advertisement aims to make a ocular image in the heads of the consumer for the company ‘s trade name and hence must be carefully designed and targeted. The success of Cadbury can besides be attributed to its ad runs, particularly the Gorilla, Glass Full and a Half Production, etc. The respondents in the study rated Glass Full and a Half as their most favourite ad that they could link with Cadburys, followed by Gorilla ad, and Zingolo ad run.

The most important buying point were supermarkets and convenience shops as 35 % and 32 % respondents severally, rated these locales as their preferable point of purchase. Very few ( 5 % ) purchased their merchandises through the cyberspace which seems logical as little value points are by and large picked up from shops. Consequently, publicity attempts should be directed to these locales to excite consumer purchasing. The Cadbury Gifts Direct ( the online purchase terminus of Cadbury gift battalions ) was besides non a large hit among the study respondents. Merely 2 % chose this terminus to purchase gifts although approximately 75 % of the study respondents chose to endow cocoas on all major occasions. Thus besides personal ingestion, consumers besides prefer to endow cocoas. Cadbury has several enterprises designed to run into this ‘gift ‘ section and comes up with advanced thoughts during occasions like Christmas, Easter etc. It besides has a broad assortment of gift battalions in its merchandise portfolio suited for all occasions like birthdays, etc ( Cadburys Gift Direct, 2010 ) .

Its merchandises have been competitively priced in the market. This has been deduced from the study respondents who replied for the subjective inquiry by saying that Cadbury merchandises do non take a toll on their pockets. Furthermore, the attribute ‘budget-friendly ‘ was rated as the 4th most preferable property of Cadbury with the mean and average ranking of 4.09 and 4 severally.

5. Decision

5.1 Summary of the findings

This research was carried out with the primary motivation to find the grounds behind the trade name popularity of Cadburys, along with a brief analysis of the tools and techniques deployed by Cadbury to make such a successful iconic trade name.

In the study conducted, Cadbury was found to be the most preferable trade name by a bulk of the sample. However, the categorization differed across age groups with the age group & gt ; 50 old ages, being the most trade name loyal class. This can besides be attributed to the difference in ingestion wonts across the age groups with the 18-30 old ages age class being a less frequent consumer of cocoas than the & gt ; 50 old ages age group. Cadbury faces stiff competition from Nestle ‘s Kit-Kat and Mars ‘ cocoa bars, as the 18-30 old ages age class perceived these trade names to be healthier than Cadbury. On an overall footing, the superior placement of Cadbury can be attributed to its good gustatory sensation, quality and nutritionary values as indicated by the rank correlativity analysis of the information sampled. It has undertaken several advanced schemes to keep and beef up its trade name place in the market.

5.2 The Road Ahead for Cadbury

The confectionery market thrives on the mediate repast noshing wonts of the population. However, with an increasing consciousness amongst people to remain healthy and shed that excess weight off to remain fit and look good, there needs to be significant investing in healthy and tasty points instead than simply tasty points. Cadbury needs to re-position itself in the heads of consumers of 18-30 old ages age class and go to their call of low fat and high nutrition.

In the study, the respondents were asked to show their outlooks about Cadburys. 64 % & A ; 76 % of the sample voiced their demand for low fat and high nutrition severally. Cadbury needs to re-position itself to capture this section every bit have other sectors like bars & A ; biscuits, and ice-creams done by presenting low-fat discrepancies. Several strategic enterprises like replacing flour with wheat, etc have been deployed by sections within the confectionery sector and hence Cadbury can introduce on such lines.

Word of oral cavity advertisement is the most powerful promotional tool amongst all used ( Professional Ad, 2010 ) . In the study conducted, the respondents claimed to be introduced to the trade name Cadbury chiefly through friends and household. 64 % respondents accepted that they were introduced to Cadbury through household and friends. Thus word of oral cavity advertisement is of great relevancy and Cadbury must concentrate to delight-not merely satisfy-its bing clients because one happy client tips in a twelve new 1s ( Word of oral cavity Advertising, 2009 ) .

5.3 Limitations & A ; Recommendations

Cadbury Plc is a planetary trade name with its footmarks crossing several continents. But this study was written based on the responses of a little sample of 50 people from a individual location due to clip and geographical restraints. Hence it suffers from trying prejudice ( Sampling Bias, 2009 ) . A better attack can be to increase the size and distribution of the sample.

Furthermore, the interview method to roll up informations can be more suited ( Research Methods – Interview, 2008 ) as organic structure linguistic communication besides communicates a batch about the interviewee ‘s ideas and thoughts ( Fast, 2002 ) . Therefore this can besides be incorporated to roll up informations from the sample.


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