BRAND DEVELOPMENT
BY IDENTIFYING BRAND VALUES
Business 2000
Fifth
edition
Product Brands
Introduction
The Cadbury brand name has been in existence since 1824 when John
Cadbury opened his first shop in Birmingham, England. (Cadbury
Ireland, as a subsidiary of) Cadbury Schweppes is the fourth largest
confectionery business in the world selling chocolate, sugar and gum
based products. Cadbury Ireland is the number one confectionery
company in Ireland.Today Cadbury’s best tasting chocolate constitutes
the main ingredient of much of these products including everything
from solid blocks to chocolate filled bars and novelties. The Cadbury
brand is associated with best tasting chocolate. This case shows how
marketing managers at Cadbury are working to ensure this association
is continually developed through their new ‘Choose Cadbury’
marketing strategy. Key concepts of quality, taste and emotion underpin
the Cadbury brand. These core values help to differentiate Cadbury
from other brands and ensure its competitive advantage.
The Cadbury Family
of Brands
The Umbrella Brand
In the chocolate market the Cadbury brand has in excess
of fifty per cent market share, selling 10 of the top 20
selling chocolate singles. Singles are individual bars sold
over the counter.
Research data shows that the Cadbury brand equity is highly
differentiated from other brands with consumers. Brand equity is the
value consumer loyalty brings to a brand, and reflects the likelihood
that a consumer will repeat purchase. This is a major source of
competitive advantage.The Cadbury umbrella brand has endured in
a highly competitive market, and has established the link, in the mind of
the consumer, that Cadbury equals chocolate.An umbrella brand is a
parent brand that appears on a number of products that may each have
separate brand images.The Cadbury umbrella brand image consists of
four icons namely the Cadbury script, the glass and a half, dark purple
colour and the swirling chocolate image.These elements create a visual
identity for Cadbury that communicates the ultimate in chocolate
pleasure. Consumer research is conducted regularly so managers can
learn more about how the market perceives the brand. This research
has confirmed that the swirling chocolate and ‘glass and a half’ are
powerful images. Both clearly portray a desire for chocolate while the
half full glass suggests core values of goodness and quality.
The Cadbury brand has a profound impact on individual product brands.
Brands have individual personalities aimed at specific target markets for
specific needs e.g.TimeOut, for example, is an ideal snack to have with a
cup of tea. These brands derive benefit from the Cadbury parentage,
including quality and taste credentials. To ensure the success of product
brands every aspect of the parent brand is focused on. A Flake, Crunchie
or TimeOut are clearly different and are manufactured to appeal to a
variety of consumer segments. However the strength of the umbrella
brand supports the brand value of each chocolate bar. Consumers know
they can trust a chocolate bar that carries Cadbury branding. The
relationship between Cadbury and individual brands is symbiotic with
some brands benefiting more from the Cadbury relationship, i.e. pure
chocolate brands such as Dairy Milk. Other brands have a more distant
relationship, as the consumer motivation to purchase is ingredients other
than chocolate, e.g. Crunchie.
Similarly issues such as specific advertising or product quality of a packet
of Cadbury biscuits or a single Crème Egg will, in turn, impact on the
perception of the parent brand. Similarly the umbrella brand has a
strong brand value and a reputation that must be supported by its
individual brands.
Identifying Brand Values
We are all consciously and unconsciously affected by brands in our daily
lives. When we go to purchase a pair of training shoes we rarely make
a purely practical decision. There are numerous branded and non-
branded options available. For many people, a pair of trainers must
sport a brand logo because that will communicate certain values to
other people.
The confectionery market elicits similar conscious and unconscious
feelings of passion, loyalty and enthusiasm. For many people, chocolate
is Cadbury, and no other brand will do. This consumer loyalty is critical
because of the value of the chocolate confectionery market and
because, in all markets, a small number of consumers account for a large
proportion of sales. Loyal customers are the most valuable customers
to have because they will buy your product over and over again.
Branded products command premium prices. Consumers will happily
pay that premium if they believe that the brand offers levels of quality
and satisfaction that competing products do not. The most enduring
brands have become associated with both tangible and intangible
properties over time.The most successful provoke a series of emotional
or aspirational associations and values in our minds that go way beyond
the physical product.
Cadburys has identified these brand values and adjusts its advertising
strategies to reflect these values in different markets. Its strategy can
vary from increasing brand awareness, educating potential customers
about a new product, increasing seasonal purchases, or as is currently
the case in the ‘Choose Cadbury’ campaign to highlight the positive
emotional value of the brand.
Objectiv e of Adver tising
To Educate
the Market
Building
Brand
Awareness
To increase
consumption prompt an
action to buy
To encourage
seasonal
purchases
After identifying brand values the marketing manager must match these
to the specific market. For this reason it is important to identify possible
segments that have specific needs, and to highlight appropriate brand
values that will promote the brand in that market.
Consumption & Consumer
Lifestyles
Chocolate Consumption
Cadbury’s core markets are currently in the UK, Ireland, Australia and
New Zealand.The Cadbury brand is very well known in these markets
and consumers have established patterns of chocolate consumption.
Ireland has one of the largest consumption rates in the world along with
Switzerland. In Ireland alone, the average person eats 8kg of chocolate
and 6kg of sweets each year. In key areas such as these, the Cadbury
brand has secured significant brand status.
In Ireland, Cadbury has identified three key consumer segments of
‘impulse’, ‘take home’ and ‘gift’. These segments reflect consumers’
decision-making processes. For example, impulse purchases are typically
products bought for immediate consumption, e.g. single bars. Take
Home confectionery is generally bought in a supermarket and is most
often driven by a specific need. A specific need or usage can be an
occasion, e.g.‘I need something for the lunchbox’. Here consumers make
more rational decisions, e.g. brand influence, price/value relationship.
These areas are further subdivided, for
example the ‘gift’ sector comprises
special
occasions
(birthdays,
Christmas, etc.) and token or
spontaneous gifts. If marketers
successfully identify and isolate
consumer segments in this way, it
becomes easier to target products and
advertising in a more meaningful way to
increase consumption.
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New Products Reflecting
Consumer Lifestyles
The ‘Choose Cadbury’
Marketing Strategy
New product development has played a key role in developing markets
as brands strive to offer something to a consumer that is truly different.
We take a crumbly flake texture or honeycomb for granted but, when
introduced, they were remarkably innovative. Changing lifestyle patterns;
eating on the go, and impulse snacking has and continues to play a pivotal
role in the confectionary market. Continued snacking or ‘grazing’ has
replaced traditional mealtimes for many people.
The ‘glass and a half ’, corporate purple and flowing script has become
synonymous with Cadbury: these design elements have been used to
great effect in developing the connotation of goodness that this imagery
suggests. In the 1980s another vital attribute - taste - was highlighted.
Regardless of national preferences about how chocolate should taste
(e.g. dark chocolate is traditionally more popular in Europe whereas
Australians prefer creamier milk chocolate) the implication was clear Cadbury offers taste and texture that appeals to all. In the 1990s further
emphasis was placed on ‘taste’. The strapline ‘Chocolate is Cadbury’,
which was built upon previous brand values and allowed Cadbury to
stake its claim and taking ownership of the word ‘chocolate’ and the
chocolate eating experience.
The Cadbury product range addresses the needs of each and every
consumer, from childhood to maturity, from impulse purchase to family
treats. For example an analysis of the ‘gift’ sector highlights the
importance of developing innovative products to address specific
markets. Cadbury designs products to coincide with Christmas, Easter,
Valentine’s, Mother’s and Father’s Day and other calendar landmarks.
Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy
to encourage a link between chocolate and these events ensuring there
is a Cadbury chocolate product suitable and available for every occasion.
Anniversaries
Mother’s Day
Easter
Mature
Adults
Mums
Earlier this year, Cadbury introduced a
new global marketing strategy called
‘Choose Cadbury’. This strategy came
about as a result of extensive research
into consumer behaviour and
perception. It is a campaign that
perfectly illustrates how a brand can
evolve and how different messages
can be communicated without losing
the core strength and brand values
that are already established.
The central message of the ‘Choose Cadbury’ strategy hinges on the
established glass and a half symbol. Is the glass half full or half empty?
Cadbury suggests that the glass is always half full appealing to our
emotions. Therefore, in choosing Cadbury we are taking a decision to
embrace the positive.This optimistic metaphor is, according to consumer
testing in the UK and Australia, well understood amongst consumers. In
this ‘Choose Cadbury’ campaign, the product ingredient of milk has been
elevated from a practical, rational platform to an emotional one Cadbury can deliver on optimism, happiness and a feel-good factor. If a
brand can do all this, the decision to purchase this brand over all other
chocolate brands seems to be logical and inevitable. The ‘Choose
Cadbury’ strapline is a call to action designed to motivate us.We are not
expected to simply absorb the advertising message, we are being called
upon to make a conscious purchase decision. We are reassured that the
Cadbury product will remain unchanged, (Cadbury is Chocolate and it
still tastes good), but we are given more reasons to remain brand loyal
(Cadbury is Chocolate – feels good i.e. positive, uplifting, mood
enhancing, providing enjoyment and happiness). At no stage in the
evolution of the Cadbury brand has there been as much reliance on
taking ownership of the emotional side of eating chocolate as there is
now. Owning the emotional territory for chocolate helps Cadbury to
elevate its product in the mind of the consumer. With the ‘Choose
Cadbury’ campaign consumers are being offered both logical and
emotional reasons to buy a Cadbury product as a first option on every
occasion.
Conclusion
Christmas
Adults
Father’s Day
Teens
Valentine’s
Kids
Birthdays
Developing an Advertising
Message
Why Advertising is Used to
Promote a Brand
The confectionery market is full of brands that need to fight for our
attention. The role of advertising is to keep a brand in the mind of the
consumer.We are constantly presented with countless brand images and
messages on a daily basis. During the lifetime of a brand, companies will
develop marketing strategies that communicate brand identity and core
values to gain our attention. In order to keep its product competitive and
contemporary, these messages need to change over time. Cadbury
provides one of the most successful examples of how an advertising
message can be modified from one campaign to the next to attribute
new values to a brand giving consumers more reasons to buy Cadburys.
Healthy brand equity or brand strength is critical in an impulse-driven,
competitive market. Advertising plays a key role in maintaining this
strength. Cadbury employs all types of advertising from the internet to
posters, from TV, radio and cinema to print media. This same creative
message is then communicated through point of sale, merchandising,
package design and public relations.
Business 2000
Fifth
edition
The classic icons have played a major role in establishing the look and feel
of how Cadbury’s advertisements should look through successive
campaigns. These key ‘look and feel’ icons were heavily researched to
ensure that the messages they impart are always relevant to the
Cadbury consumer. In depth customer research is conducted to ‘test’
these messages. Research results confirmed that colour recognition of
dark purple is strongly associated with Cadbury. Its logo is readily
recognised and scores a ninety six per cent recognition level alongside
other global brands such as Coca Cola and McDonalds. The glass and a
half symbol, which plays a key role in the current ‘Choose Cadbury’
strategy, continues to communicate the quality and superior taste of
Cadbury’s chocolate.
The success of the Cadbury brand can be seen in how its image is
continually maintained over time. Identifying brand values, and matching
these to consumer lifestyles in specific market segments can help
develop a clear advertising message. In previous advertising messages
quality and taste were emphasized. Cadbury is now building on this
through its ‘Choose Cadbury’ strategy to underline the feeling a premium
brand can bring to its customers.The Cadbury brand has proven itself to
be a leader in a highly volatile and competitive market because it has
successfully established, nurtured and developed its umbrella brand and
growing portfolio of products.
Ta s k s a n d A c t i v i t i e s
1. Explain the benefits and value an umbrella brand can bring to
a family of branded products.
2. Define the following terms
a) Brand
b) Consumer Motivation
c) Brand Values
3. In your opinion why is it important to understand consumer
lifestyles where trying to market a new product?
4. What is a ‘decision making process’? How do you think
marketers use this to ensure a product is successful?
5. What is the objective of advertising a brand? Explain this by
referring to the ‘Choose Cadbury’ marketing strategy.
6. How is Cadbury positioning the umbrella brand through its
‘Choose Cadbury’ marketing strategy?
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