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BRAND

Brand is the identity of a specific product, services or business. A brand can take

any forms, including a Name, Sign, Symbol, Color combinations or Slogan.

The brand affects the personality of a product, company or services.

Some people distinguish the psychological aspect, brand associations like thoughts,

feelings, perceptions, images, experiences, beliefs, attitudes, and so on that

become linked to the brand.

People engaged in branding seek to develop or align the expectations behind the

brand experience, creating the impression that a brand associated with a product or

service has certain qualities or characteristics that make itspecial or unique.

A brand is therefore one of the most valuable elements in an advertising theme, as it

demonstrates what the brand owner is able to offer in the marketplace.

The art of creating and maintaining a brand is called brand management.

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Brand awareness

Brand awareness refers to customers ability to recall and recognize the brand

under different conditions and link to the brand name, logo, jingles and so on to

certain associations in memory.

Brand promiseThe marketer and owner of the brand has a vision of what the brand must be and do

for the consumers.

Global brand

A global brand is one which is perceived to reflect the same set of values around the

world

Eg: Airtel is the 5th largest mobile operator in the world in terms of subscriber baseand has a commercial presence in 19 countries and the Channel Islands.

This logo was used till November 2010

On 18, November,2010, Bharti Airtel

announced a re-branding campaign wherein,

they would be referred as Airtel, with a new

logo.

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How a Brand was Born

Cadbury plc is a British confectionery company, the industry's second-largest

globally after the combined Mars-Wrigley.Founded - 1824

Headquartered -Uxbridge, London, United Kingdom

1900s

In 1905, Cadbury's launched its Dairy Milk bar, with a higher proportion of

milk than previous chocolate bars, and it became the company's best sellingproduct by 1913.

Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon

followed by Whole Nut in 1933. By this point, Cadbury's was the brand

leader in the United Kingdom.

http://en.wikipedia.org/wiki/File:Cadbury.svg

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Later on came Flakes, Cream-filled Eggs, Crunchies, Roses and

Cadbury's Milk Tray was first produced in 1915 and continued in production

throughout the remainder of the First World War. More than 2,000 of Cadbury's

male employees joined the Armed Forces and to support the war effort, Cadbury

provided clothing, books and chocolate to soldiers.

During World War II, parts of the Bournville factory were turned over to war work,

producing milling machines and seats for fighter aircraft.

The wartime rationing of chocolate ended in 1949, and normal production

resumed. Cadbury subsequently built new factories and had an increasing demand

for their products.

Since then Cadbury had made its mark around the world. Cadbury UK,Cadbury Ireland, United States- Cadbury Adams, Australia and New Zealandand

Cadbury India- began its operations in 1948 by importing now its manufactured in

many part- Pune, Bangalore, Himachal P.

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How Cadburys Face Melted

Cadbury manages a crisis with Integrated Marketing Communications IMC.

Cadbury India Ltd is the market leader in Indian confectionary segment. Its major

product is Dairy Milk which has sales of close to one million bars per day. During

October 2003, worms were found in Cadbury bars at eight outlets in Mahrashtra.

The consequences were terrible and led to dip in sales volume, less co-operation

from retailers and morale of employee dwindled.

The media publicity spread like wild fire and the common perception of consumers

was that every Cadbury bar could have worms in it, which tarnished the brand

image of the company. With through investigation, Cadbury identified that the cause

for this was lenience by the retailers who placed the chocolate beside items which

were susceptible to worms

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Corrective actions taken by Cadbury

Cadbury took the responsibility for the slack in educating retailers .

It launched a three pronged program Project Vishwas that addressed trade,

consumers and media and employees .

A retail monitoring and education program was launched that performed

quality checks at over 50,000 outlets and educated 190000 wholesalers and

retailers regarding storage requirements.

Cadburys MD urged the media to assure the consumers that Cadbury was safe

to eat. He also emphasized on the care a consumer needs to take before buying

a chocolate.

Employees were briefed about actions taken through meetings with senior

managers

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With the help of the proper mix of IMC tools they regained their Brand

Identity and Equity and their marketshare.

Role of IMC in worm crisis management by Cadbury

The Relationship Marketing which involves creating, maintaining and

enhancing long-term relationship with customers as well as other stake holders

for benefits. This strategy along with a 360o communication has helped

Cadbury in managing the crisis of worm in the chocolate.

An Informative Advertisement was developed regarding the facts of Cadbury

nationally in 55 trade publications informing channel members about remedial

measures. And National Advertising on a nation wide basis for the mass.

Posters and leaflets were distributed to retailers to share with consumers the

initiatives taken by Cadbury.

Brand Strength was built by setting up a toll free number and an email id was

created for consumers to contact the company directly.

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Brand identity was created through by changing the package design, which

covered the bar in multiple layers and from all sides. This fulfilled the promise

made by Cadbury to media and consumers.

Cadbury roped in Amitabh Bachan as their Brand ambassador to reinstate

public confidence.

The ProjectVishwas has shown their social responsibility on educating the

retailers and dealers regarding the storage condition of the product.

Results were

It is proven that the survey has revealed a positive change in consumer

perceptions and an increase in their likelihood to buy. Also the sales grew

by 20% in 2 years after the implementation of IMC.

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IMC tools used in the campaign

Publicity

Press Release- played major role in developing and sustaining their

Brand Identity and Equity.

Media Coverage

Packaging Initiatives- aluminium foil , heat sealed complete protection and

Encased in poly-flow pack---to regain their Brand Identity.

Advertisement with Brand Ambassador- Amithab Bachanasuring people about

the quality of chocolate and its safe to eat.Building Trust.

Trade Advertising- monitoring quality checks in retail outlets and educating

retailers and wholesalers.

Informative Adving

Consumer Adving- response through toll free numbers and email ids.

Posters& Brouchures.

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Cadbury did fall manyr times Cases like

2006 Salmonella scare-On 19 January 2006, Cadbury Schweppes detected a

rare strain of the Salmonella bacteria, affecting seven of its products, said to

have been caused by a leaking pipe.

2008 - On 29 September 2008 Cadbury withdrew all of its 11 chocolate

products made in its three Beijing factories, on suspicion of contamination

with melamine.

2009- Cadbury continues to use hydrogenated oils in many of its signature

products. Although trans fats are present, the nutrition labels round the

values down to zero.

Recent NewsKraft Eats Up Cadbury

Kraft is about to takeover Cadbury.