Brand Strategy
Mynie Wolmarans
12-002128
Index
Cadbury 3
Positioning Statement 5
Brand Image 6
Brand Portfolio & Brand Extensions 7
Brand Contact Audit 11
Brand Equity 13
Conclusion 17
Referencing 18
Cadbury
Cadbury is a British multinational confectionary company, which is owned by Mondelez International. Cadbury operates in more than 50 countries worldwide.
John Cadbury when in Birmingham opened a small shop where he sold coffee, tea and drinking chocolate and lay down the ground, which upon Cadbury was established in 1824.
My reason for choosing Cadbury is that it provides me with ample scope to look at the various aspects of Branding such as a vast brand portfolio, innovative advert campaigns, and brand repositioning and good brand equity.
Brand Identity
The brand identity consists of all the visual elements, which make up a brand, which together identify and distinguish the brand in the consumers mind. Cadbury have been able to create a modern, memorable and eye catching brand identity through the use of their colors and designs. Cadburys design stays more or less the same throughout the world allowing you to recognize it despite possible language barriers.
Logo:
Colors:
Cadbury is makes use of three main colors:
- Deep purple
- Light purple
- White
These three colors when brought together make up the logo and packaging.
Packaging Design:
Positioning Statement
A brands positioning statement is the foundation for any of its marketing activity. When looking at the vision and mission statement of Cadbury, you are able to see the direction in which they have planned to position their company.
Vision
“Working together to create brands people trust”
Mission Statement
“Cadbury means quality; this is ...
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Payne's fine confectionary was originally produced in Queen Elizabeth Street, S.E, 1, but this new venture for the company really took off when the Beddington Estate was acquired in Croydon. [IMAGE] The now famous Payne's confectionary factory was quickly erected on the site and began production of exciting confectionary products. The company's expertise in chocolate making and the sourcing of new and exciting centres for their products, including rarities like Brazil Nuts, meant that Payne's was able to create an imaginative and wide range of specialist products. 1937 was the year of the "POPPET" and the year that the Beddington factory became the home of Payne's 'The Poppet People'. Without doubt, this was the most important milestone, introducing a brand that appealed to everyone.
At that time Cadbury was not even on sale, which of course meant that Kraft had to be the first one in bringing up the
With 131 years of chocolate business, Rogers’ Chocolates is still one of the oldest and famous companies producing traditional and premium kind of chocolates. Rogers’ Chocolates, also known as Rogers’, was founded by Charles “Candy” Rogers in 1885 A.D. in Victoria, British Columbia. It is one of the oldest chocolate company to be still up and running in Canada. The company was family owned until the late 1920s for more than 50 years even after the death of Charles Rogers. Later on, the company was sold by his wife to a customer which went on changes on authority and ownership wise after that. The ownership was changed three times until the mid-2000s. Currently, the company is owned and operated locally by
Nicole places her opinion on how brands can relevantly engage target audiences, touch consumer senses, get noticed and win them.
Brand identity is about story telling. Using the latest content that has been published, compromising the five best images that reflect the profile of the brand, a consumer-photo-storyboard can be developed to: Describe the profile of the brand; Identify the main communication and publicity themes; and Critically assess the integrated modes of communication with consumers, including limitations and negative content.
Before Milton Hershey had a world wide known chocolate business, he had a small, not so well known caramel business. Milton Hershey began his chocolate making business in 1893, when his father and him traveled to Chicago to attend a big job fair (Tarshis 14), but it wasn’t until 1900 when Hershey succeed in making the first milk chocolate candy bar (The Hershey Company). Hershey attended an exhibit hall of new and amazing inventions around the world at the fair in Chicago. As Hershey walked into the exhibit hall, he was struck by a delectable smell (Tarshis 14). “Hershey was already a leading candy maker. He had created the largest caramel factory in the country, but he became convinced that the future of his business would be chocolate. At the fair in Chicago, Hershey Bought chocolate-making equipment. He had it shipped back to his caramel factory in Pennsylvania. Then he hired two chocolate makers. Soon the company was churning out chocolate candies in more than 100 shapes” (Tarshis 15).
During a "chocolate scare" in the early 1970's when the supply of chocolate went way down and the price went way up Hershey's who uses chocolate as a main ingredient more than Mars does had to cut down on spending in some area of business, so they chose to cut down spending on advertising. Mars saw this as an opportunity to spend more money on advertising and even more importantly M&M/Mars saw an opportunity to knock Hershey's out of the #1 spot. M&M's plan was successful, they used very aggressive marketing and they become the #1 chocolate/candy company in America.
Milka is one of Mondelez International Inc. brands and the leading European chocolate. Milka chocolate unique lilac-colored packaging and the famous lilac cow symbolize the brand together with its Alpine heritage. Created by Suchard in 1901, Milka became very quickly the milk chocolate tablets specialist, which is now expanding to more delicious varieties and new products. ("Mondelez international," 2014)
Cadbury must be able to create or revise a marketing mix that would keep a strong stand in the market against the big competition from Nestle and Hershey who both have very successful campaigns for their chocolate products.
Cocoaland Holdings Berhad is a money investment company. It was established on 8 October 2004 and the founder is Dato’ Azman Bin Mahmood. Besides that, this company is located in Rawang, Selangor. Moreover, it also is a main market for consumer product industry. They sell chocolates, wafers, soft drink, nuts, jelly, fruit gummies, jelly cups, crackers, hard candies and etc. It also distribution of various kinds of beverages, import and export other products such as gummies, trading and preserved foods and foodstuffs in Indonesia, Malaysia and the People’s Republic of China.
F.M.C.G. Company Heinz is the most global U.S. based food company, with a world-class portfolio of powerful brands holding number 1 and number 2 market positions in more than 50 worldwide markets. There are many other famous brand names in the company¡¦s portfolio besides Heinz itself, StarKist, Ore-Ida, Plasmon, and Watties. In fact, Heinz owns more than 200 brands around the world and makes over 5,700 varieties.
In today’s confectionary industry, chocolate makes up the largest amount of sales whopping in at around $22 billion annually which accounts for over 60 percent of all candy sales. Chocolate is one of the most widely consumed products in the world, with North America being its leading consumer and followed second by Europe. All though most people do not know the unique origins and tedious process required for producing the popular treat.
While people have differing opinions on what the relationship between packaging and brand identity is, it is clear that most support the idea that success depends on how well these two elements are collated. [1] On its own, a brand identity is the vessel in which a brand communicates its “identity and value[s] to consumers and […] stakeholders.” [5] (Nandan, S., 2005, p. 265) It plays a central role in a successful marketing strategy for any company, providing a brand with a “direction, purpose and meaning”. [2] (Aaker, D. A., 2010, p. 68) With such a competitive and overcrowded market, the role of a brand identity becomes essential. A brand identity helps communicate a brand’s individuality, enabling it to establish a powerful presence amongst competitors. [5] (Nandan, S., 2005, p. 265) In fact, Nandan, S. (2005, p. 276) states that,
Building and enhancing a strong brand has been found to have profitable rewards in business, it has therefore become a prime priority for many firms. Customer-base brand equity (CBBE) is a model that has been adopted by Cadbury in order to build a strong brand that can compete with the other ones in the market. The company has followed the four steps of the model. The first step involves the establishment of appropriate brand identity, which includes enhancing customer awareness of the brand.
Cadburys rely on a number of primary sector goods including cocoa beans, sugar cane and milk in the production of their goods.