CADBURY BRAND

AUDIT
Alen, Ruchi, Asem, Joseph

AGENDA
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Brand Background
Brand History
Brand Inventory
4ps
Brand Persona
Brand Exploratory
Core Brand Associations
Brand Mantra
Brand Personality
Brand Personality of Competitors
Brand Personality vs Target Market
Brand Charter
Recommendations

BRAND BACKGROUND

BRAND HISTORY

Company founded 1824

2010 Acquired by Mondelez

BRAND INVENTORY-LOGO

Slogans
a glass and a half of milk in every
bar
Taste like this feels

BRAND INVENTORYCHARACTERS

4PS PRODUCT
Cadbury

Bars

Bags and
boxes

Vegetarian

Drinks

4PS-PRICE

4PS- PLACE/ DISTRIBUTION

4PS- PROMOTION

BRAND PERSONA
Meghan
Fashion Designer
Melbourne Australia

MENTAL MAP
Relaxation

Friends

Reliable

Down to
Earth

Happy

Comforting

Indulgent

BRAND PERSONA
Sarah
Third Grade Student
New Jersey

MENTAL MAP
Fun

Special
Occassions

Innocence

Friends &
Family

Sweet

Self Indulgent

CORE BRAND ASSOCIATION

BRAND MANTRA
Adding Sweetness to your life

Brand/Modifier

Cadbury

Emotional Descriptive Brand

Modifier
Modifier Function
Delightful

Indulgent

Euphoria

BRAND PERSONALITY
Sincerity

Down to Earth
Wholesome
Honest
Cheerful

BRAND PERSONALITY

Hershey's

Ghirardelli

Competence
Reliable Intelligent
Successful

Sophistication
Upper class Charming

BRAND PERSONALITY VS
TARGET CUSTOMERS

BRAND CHARTER

Cadbury Vs Hershey

Cadbury vs Ghirardelli

RECCOMENDATION

CadburyLand

RECOMMENDATION

Worlds Largest Easter Egg Hunt

WORK CITED

http://www.mondelezinternational.com/~/media/MondelezCorporate/Uploads
/downloads/cadbury_Fact_Sheet.pdf

https://www.cadbury.co.uk/the-story

http://news.bbc.co.uk/2/hi/uk_news/england/8467489.stm

Cadbury World: a case study: an overview of Cadbury World, its origins,

history, and operations. Cadbury. 2009. Pgs. 1-16.
https://www.cadburyworld.co.uk/~/media/cadburyworld2015/en/images/
content/press/cadburyworldcasestudy.pdf
.
Gates, Katherine. Cadbury. Prezi. 8 October 2012. accessed October 19,
2016. https://prezi.com/i4fekwq4ox8y/cadbury/.
Gorilla (advertisement). Wikipedia: The free encyclopedia. Retrieved
12/1/16. https://en.wikipedia.org/wiki/Gorilla_(advertisement) .
Lin, Derrick. New Cadbury Dairy Milk Branding. Packaging of the World.
12/09/13. Retreived 12/1/16.
http://www.packagingoftheworld.com/2013/12/new-cadbury-dairy-milkbranding.html

WORK CITED- CONTINUED

The Story. Cadbury. Retreived 12/1/16.

https://www.cadbury.co.uk/the-story.
Wasif5. Distribution Strategy: number of
channel levels: Cadbury is using multi channel.
Andhra Univeristy. Retrieved 12/1/16.
https://www.coursehero.com/file/p64in8d/Distr
ibution-Strategy-Number-of-channel-levels-Cad
bury-is-using-multi-channel/
.
What different types of pricing techniques are
available to Cadbury?. Marked by Teachers: part
of the student group room. Retrieved 12/1/16.
http://www.markedbyteachers.com/as-and-a-leve

QUESTIONS?