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BRAND MANAGEMENT (MKT539)

TITLE: BRAND PLAN REPORT: CADBURY MAKE UP: EYESHADOW PALETTE

LECTURER: MISS IRDAWATY JAYA

PREPARED BY: NURUL ZAKIRAH BINTI SEDI 2019990093

Table of Contents EXECUTIVE SUMMARY.........................................................................................................................3 PHASE 1: STRATEGIC PLANNING.....................................................................................................4 PARENT BACKGROUND....................................................................................................................4 SWOT ANALYSIS.................................................................................................................................5 BRAND VISION....................................................................................................................................7 DESIGNING BRAND ARCHITECTURE STRATEGIES..................................................................7 PHASE 2: DEVELOPING CUSTOMER BASED BRAND EQUITY AND BRAND POSITIONING ....................................................................................................................................................................9 IDENTIFYING AND ESTABLISHING BRAND POSITIONING FOR NEW EXTENDED BRAND .................................................................................................................................................................9 SEGMENTATION..............................................................................................................................9 TARGETING....................................................................................................................................10 COMPETITIVE FRAME.................................................................................................................10 BRAND POSITIONING......................................................................................................................10 NAMING NEW PRODUCT AND ITS BRAND ELEMENTS’ STRATEGY (USP)........................11 PHASE 3: INTEGRATING BRAND MARKETING STRATEGIES: THE CREATIVE APPROACH ..................................................................................................................................................................15 PRODUCT STRATEGY.....................................................................................................................15 PRICE STRATEGY.............................................................................................................................16 INTEGRATED MARKETING COMMUNICATION..........................................................................17 CHANNEL DECISIONS.....................................................................................................................17 PHASE 4: MEASUREMENT AND CONTROL...................................................................................18 FUTURE BRAND TRACKING SURVEY FORM.............................................................................18 CONCLUSION........................................................................................................................................19

EXECUTIVE SUMMARY This report contains the brand plan report of Cadbury Make Up new eyeshadow palette. It is the first product produced by Cadbury Make Up. This plan discusses the strategic planning, developing customer-based brand equity and brand positioning, integrating brand marketing strategies and measurement control. Cadbury Make Up is a category extension of Cadbury Milk Chocolate. On this market of cosmetics, the concurrence is high and Cadbury Make Up needs to differentiate itself. In order to achieve this, Cadbury Make Up create a unique version of eyeshadow palette. The chocolate-themed eyeshadow palette not only resembles a chocolate bar but also have the same smell. The texture is smooth as melting chocolate on the skin and suitable for all types skin tones. Cadbury Make Up concentrates on promoting the eyeshadow palette on social media. Cadbury Make Up uses indirect channel to promote their product because retailers have more influences from consumers. Finally, Cadbury Make Up prepare a tracking survey form in order to help the brand to measure and control the outcome of the product.

PHASE 1: STRATEGIC PLANNING PARENT BACKGROUND

Cadbury, formerly Cadbury's and Cadbury Schweppes, is a British multinational confectionery company wholly owned by Mondelez International (originally Kraft Foods) since 2010. It is the second largest confectionery brand in the world after Mars. The company based in Chicago, Illinois, which employs approximately 80,000 individuals around the world. It consists of the global snack and food brands of Kraft Foods Inc. after the October 2012 spin-off of its North American grocery-foods products. The Mondelez name is a coined word adopted in 2012 that was suggested by Kraft Foods employees, and is derived from the Latin word mundus ("world") and delez, a fanciful modification of the word "delicious. The company manufactures chocolate, cookies, biscuits, gum, confectionery, and powdered beverages. Mondelez International's portfolio includes several billion-dollar components and includes cookie and cracker brands Belvita, Chips Ahoy!, Oreo, Ritz, TUC, Triscuit, LU, Club Social, Barny, and Peek Freans; chocolate brands Milka, Côte d'Or, Toblerone, Cadbury, Green & Black's, Freia, Marabou, Fry's, and Lacta; gum and cough drop brands Trident, Dentyne, Chiclets, Halls, and Stride; as well as Tate's Bake Shop and powdered beverage brand Tang. The company has an annual revenue of about $26 billion and operates in approximately 160 countries. The company ranked No. 117 in the 2018 Fortune 500 list of the largest United States corporations by total revenue. Mondelez Canada holds the rights to Christie Brown and Company, which consists of brands such as Mr. Christie and Dad's Cookies. Its head office is in Mississauga, Ontario, with operations in Toronto, Hamilton, Ontario and Montreal, Quebec.

SWOT ANALYSIS

STRENGTH OF CADBURY 

Strong brand  Cadbury is one of the largest confectionery firms in the world and has an incredibly popular name. Consumers around the globe have come to associate their brand with a specific taste, which means they know exactly what to expect when pulling off the shelf a Cadbury product. One cannot understate the value of a strong brand, particularly in a market where quality is so important. Importantly, products with their own similarly proven labels such as Oreo are also included on the Cadbury product list.

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Global Presence  Not only the United Kingdom is limited to Cadbury 's powerful brand and wellestablished operations. The confectionery giant operates with a universally positive reputation in over 50 countries, as shown in the Cadbury PEST analysis. This global presence not only drives additional income but also acts as the company's insurance policy: if one country were to implement unfavorable regulation, Cadbury would still be able to drive revenue across the remaining markets.

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Wealthy Parent Company  Cadbury is wholly owned by the international food giant Mondelez International (better known by its former name, Kraft Foods Inc). Mondelez International has several other brands of household names and generates sales in excess of $26 billion a year. Ultimately, these impressive sales figures result in massive profits which can be reinvested in all of the branches of the company. As a result, confronted with some difficulty, Cadbury has a huge bankroll behind it.

WEAKNESS OF CADBURY 

Limited Product Range  Market observers have repeatedly criticized Cadbury for its small variety of items. Although the brand provides a variety of confectionery items, it has not extended to other kinds of products (food or otherwise) being created or made. As a result, in both good and poor times Cadbury is heavily exposed to the confectionery market. This could have serious implications in the face of increasing health consciousness (discussed further in the Threats section of this analysis).

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Product Recalls  Another problem that Cadbury confronted is that of remembering the drug. Over recent years, on several occasions, the company has had to recall a portion of its confectionery products. These recalls had different causes: in one case, products containing nut residues were labeled as allergens-free, while in another case, they were believed to contain harmful bacteria in the products. This kind of product recalls can easily tarnish the reputation of a brand.

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Lack of US Rights  With a Western confectionery product, you 'd think the United States has to be one of the largest markets in Cadbury. The Hershey Company then obtained the rights in the United States to manufacture Cadbury chocolate in 1988. It has been claimed by several customers, arguing that the initial Cadbury goods taste substantially different. In any case, this lack of rights means that in the United States, Cadbury will not be able to extend its core chocolate collection.

OPPORTUNITIES FOR CADBURY 

Emerging Markets

 Perhaps the greatest risk for Cadbury is that of developing markets. Historically, areas like Far East Asia and Africa were not major buyers of traditional Western confectionery— as Cadbury offered. Yet with the widespread impact of globalization and rising consumer wealth, Western food brands are increasingly likely to expand into these previously untapped markets. It is, of course, an extra income

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Product Range Expansion  As stated earlier, one of the possible drawbacks of Cadbury is its limited range of goods. This suggests that the global confectionery will have one lucrative chance to widen its range of goods. If that means launching new apparel items or— hopefully— experimenting with other markets, it would help Cadbury diversify its existing market positions and therefore escape a variety of risks while generating increased sales at the same time.

THREATS FOR CADBURY 

Sugar Tax  A number of countries have introduced a sugar tax— an extra fee for sugar products intended to reduce consumption. In some European countries, the idea has gained considerable traction; most notably, Norway has had a longstanding sugar tax that encourages individuals to buy pastries abroad or in duty-free zones. When such a sugar tax was to be levied in new regions, the end cost of confectionery would be raised for customers, thereby thwarting sales volume and increasing income for Cadbury.

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Health Consciousness  Perhaps the most egregious challenge to a confectionery firm like Cadbury is that of the rising health consciousness of consumers. Consumers have recently come to know much about what it means to be healthy (or unhealthy) with the rapid advance of science. However, several studies have shown that sweet, refined foods such as chocolate have had adverse health effects. That may mean a

significant decrease in sales for Cadbury as customer tastes change due to health consciousness. BRAND VISION “Combining snacks & arts to create brands people love” DESIGNING BRAND ARCHITECTURE STRATEGIES 

Defining brand potential.  Brand Vision: “Combining snacks & arts to create brands people love”  Brand Boundaries: Cadbury Make Up will not only going to offer eyeshadow palettes but will come up with a lot more of cosmetic products to give people more options on selecting make up products.  Brand Positioning: Cadbury Make Up aims to give the customers not only with a high quality of product but also the excitement and fun elements by using the aesthetic features of having make up products looking like chocolate bars.

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Brand extension  Category Extension: Cadbury is known for making delicious chocolate bar in the market. In order to cater more customers in the market, Cadbury came up with a make-up line since nowadays cosmetic industries are on the rise and make up are used by many people including both women and men. Even there are many competitors Cadbury will use its unique features to capture the eyes of the customers.

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Branding new product  House of brand strategy: Cadbury Make Up is a new product line that are totally different form what Cadbury use to serve which is chocolate.

PHASE 2: DEVELOPING CUSTOMER BASED BRAND EQUITY AND BRAND POSITIONING IDENTIFYING AND ESTABLISHING BRAND POSITIONING FOR NEW EXTENDED BRAND SEGMENTATION 

Geographic Criteria:  Region: Cadbury is a global company. Cadbury operates in 50 countries worldwide.  Climate: Does not matter because it does not impact the perennially of the product.

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Demographic Criteria:  Sex: For all genders but tends to be more towards female.  Age: The majority tends to be between 15-40 years old.  Family: Varied  Income: Middle income to high income levels.  Religion: Not relevant  Ethnic Origin: Not relevant

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Physiologic Criteria:  Social: Lower to upper class  Lifestyle: Love for beauty and make up.  Personality: Vibrant and beauty enthusiast

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Behavioral Criteria:

 Purchasing situation: Mostly regular or daily basis.  Benefits: Makeup smells like Cadbury chocolate and cater for every skin tone.  User status: Regular users.

TARGETING For the new Cadbury makeup line, Cadbury does not have a particular target. The products can be used by children, men and women of all age. As a cosmetic line, the consumers will be mostly women especially between the age of 15-30 years old which uses make up on their daily basis. Beauty enthusiast usually will be attracted to this kind of product.

COMPETITIVE FRAME 

Point of Difference: The smell of the product will resemble the smell of chocolate Cadbury and the packaging will also look like chocolate bar.

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Point of Parity: High quality with high pigmentation as international standard eyeshadow palette.

BRAND POSITIONING

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Salience: Make up

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Performance: Global access through international stores, high quality products and wide variety.

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Imagery: A well known brand for its chocolate and definitely have fans all around the world. Mostly targeted on women.

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Judgements: Brand loyalty high. Credibility based on international positive word of mouth.

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Feelings: Excitement, fun, social approval and self-respect (consumers treating themselves).

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Resonance: Loyalty, attachment and engagement.

NAMING NEW PRODUCT AND ITS BRAND ELEMENTS’ STRATEGY (USP)

a) Memorable

Cadbury Make Up is easy to remember because it contains the famous brand name “Cadbury”

b) Meaningful

Cadbury Make Up is a cosmetic line where the products resemble chocolate bars and smells like chocolate. The texture is also as smooth like a melting chocolate.

c) Likeable

Cadbury Make Up is fun as it involves beauty and arts. It is also aesthetically pleasing as the packaging of the make up line resembles everyone’s favorite dairy chocolate milk, Cadbury Milk.

d) Transferable

Cadbury Make Up eyeshadow palette is transferable as people around the world mostly females wear eyeshadows and make up are currently in trend.

e) Adaptable

It is adaptable as make up lines can always be updated according to todays trend and famous make up products. It is easy for everyone to adapt as nowadays make up are no strangers to both male or female customers.

f) Protectable

Cadbury Make Up is globally legally protected by the relevant legal bodies.

BRAND ELEMENTS

a) Brand names

Cadbury Make Up

b) URLs

https://www.cadburymakeup.com/

c) Logos and symbols

The logo was an image of a stylized cocoa tree interwoven with the Cadbury name. Registered in 1911, it was used on presentation boxes, catalogues, tableware and promotional items, and imprinted onto the aluminum foil that was used to wrap molded chocolate bars. Now it is used on the make-up packaging of Cadbury Make Up.

e) Slogans

Cadbury Make Up slogans is “The Sweetest Make Up Look” It means the make-up satiate your cravings as you apply it on your skin as it resembles the look of chocolate.

f) Jingles

Wouldn't it be nice if the world were Cadbury? Chocolate roads and trees and birds and bees If there’s Cadbury Make Up it would be delightful, Now that chocolate can make you beautiful! Wouldn't it be nice?

g) Packaging

An eyeshadow palette which smells and resembles a cadbury chocolate bar.

PHASE 3: INTEGRATING BRAND MARKETING STRATEGIES: THE CREATIVE APPROACH PRODUCT STRATEGY 

FEATURES  Come with 16 wearable shades  Suitable for wide range of skin tones  High pigmentation  Come with a dual-ended brush and a wide mirror  Cholate-themed packaging  Smells like chocolate

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QUALITY: Made in Italy were most of the international make up brands produce their products. We hire experts to formulate a high-quality formula for the eyeshadow palette.

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PACKAGING AND LABELLING: The packaging of Cadbury Make Up is unique in the world of cosmetics. While other brands produce typical eyeshadow packaging, Cadbury Make Up come up with a chocolate-themed palette. The following indications are also mention on the box of the eyeshadow palette:  Product name and description  Eyeshadow shade names  List of ingredients  Date of manufacture  Date of expiry

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AFTERMARKETING:  Loyalty Programs: Cadbury Make Up will surely come out with more cosmetic products in the future so in order to have customers interest in our future products, Cadbury Make Up will do a loyalty programs where members will get exclusive insight of upcoming products and discounts.

PRICE STRATEGY Cadbury Make Up adopted the penetration price strategy. It offers lower price during its initial offerings to attract customers to their new products. This will help Cadbury Make Up to penetrate the crowded market. The price of the eyeshadow palette is only RM 90 where usually the price of a high-quality eyeshadow palettes is RM100 and above.

INTEGRATED MARKETING COMMUNICATION 

ADVERTISING  Cadbury Make Up uses tv and website ads to promote their products. A launching ceremony will be held on the day of the release of the new eyeshadow palette. Customers will be informed through the advertisement and a lot of fun activities will be included during the product launch. Cadbury Make Up also advertises by sponsoring events which is beauty related.

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SOCIAL MEDIA  Social media will allow Cadbury Make Up to grow. Through social media, Cadbury Make Up becomes trendy especially on Instagram and YouTube with the help of social media influencers. Consumer can also share their feedbacks and experiences on social networks and become communicators for the brand. The word of mouth on social media will allow the brand to make itself known in particular thanks to the unique packaging of the product.

CHANNEL DECISIONS 

Indirect Channel  Cadbury Make Up will introduce itself to the customers through indirect channel this is because it’s the first time ever Cadbury is going to enter the cosmetic industries hence it is better to enter through retailers who already have the influence of beauty enthusiast.

PHASE 4: MEASUREMENT AND CONTROL FUTURE BRAND TRACKING SURVEY FORM We are conducting a short survey to gather opinions...