Brand Strategy Cadbury
Brand strategy of Cadbury
Brand strategy is a long-term plan for the development of a successful brand in order to achieve specific goals. A well-defined and executed brand strategy affects all aspects of a business and is directly connected to consumer needs, emotions, and competitive environments. Cadbury dairy Milk is well developed brand and have good reputation in the market. Customers prefer its chocolate because they emotional attached to this brand. Cadbury is market leader in Pakistan and it is due to their integrated marketing and branding strategies.
Integrated Marketing Communication Strategy
Cadbury have well integrated marketing communication. They endorse different celebrities time to time to create favorable attitudes in the mind of the customers, recent campaign of Cadbury dairy Milk is Purani Jeans and Guitar. This campaign had same message and over social media T.V and radio. Delivering the message that any who is chocolate lover can eat Dairy Milk,. This message was communicated by casting two old aged married couples with young heart because they eat Cadbury. If we analyze it communicational campaigns they always come up with creative messages all the add up to brand equity
SWOT Analysis
The position of Cadbury lies in Stars quadrant in Pakistan because it is leading brand with high market share which can still achieve growth in the market by increasing its brand portfolio by introducing different varieties. Till that Cadbury dairy milk more focused on chocolate bars.
Ansoff’s Matrix
Ansoff’s product/market growth matrix suggests that a business’ attempts to grow depend on whether it markets new or existing products in new or existing markets. The output from the Ansoff product/market matrix is a series of suggested growth strategies which set the direction for the business strategy.
Product Development and Market Development is suggested
• New geographical markets (Rural Areas)
• Add more Flavors
• New distribution channels ( moving from selling via retail to selling using e-commerce for gifts on different occasions)
• Design package deals for