Global N Local Brand Madiya Assingment

Global And Local Brand
Assingment Brand Management

Submitted by: Madiya Killedar
From the vertical of FMCG sector
For the brand cadbury’s
Global:
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and
Cadbury creates a global powerhouse in snacks, confectionery and quick meals.
With annual revenues of approximately $50 billion, the combined company is the world's second
largest food company, making delicious products for billions of consumers in more than 160
countries. We employ approximately 140,000 people and have operations in more than 70
countries.
Local:
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of
existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and
Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi,
Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.
Brand portfolio:
Cadbury has developed a global portfolio of brands and has improved their value over time
through innovative product extensions and introductions into new markets. The Group’s brands
include many global, regional and local favourites.
Cadbury’s chocolate business is built on regional strengths, including strong market positions in
the UK, Ireland, Australia, New Zealand, South Africa and India.
Cadbury has a no. 2 position in gum, Trident being the largest brand in the portfolio as well as
the largest gum brand in the world. This position is built on strong market shares in the
Americas, in Europe (including France, Spain and Turkey) and in Japan, Thailand and South
Africa. Other major brands include Hollywood, Stimorol, Dentyne, Clorets and Bubbaloo.
Halls is the largest candy brand in the world, and accounts for approximately one-third of
Cadbury’s candy revenues. Halls and other global, regional and local brands such as Maynards,
The Natural Confectionery Co. and Cadbury Eclairs give Cadbury the no. 1 position in global
candy.
Our Brand Portfolio:
 11 brands with more than $1 billion in revenue

 70+ brands with more than $100 million in revenue
 40+ brands over 100 years old
 80% revenue from #1 share positions
Chocolates:
Snacks: Beverages:
Candy:
Gums:
Global branding:
 Owner v/s Custodian:
 Owners: Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of
Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick
meals.
 Custodian: Dealers and the retailers are the custodian of the brand Cadbury.
- Cherish: Cadbury,s has cherished the brand throughtout its life now also in india it is
sold under the brand name cadburys and has not converted it to kraft even after kraft
brought it over.
- Protect the core: As cadbury has been brought by kraft both has maintain its core
brand value by not changing its brand image in the minds of the indian customers
cadbury has protected is brand image. Where as kraft has also protected its image by
not changing the cadburys brand name in india so that they would protect their sales
as well as their brand image.
 Control:
The control is determined by kraft foods all over the world accept for india in india
cadbury controls the brand value being a subsidiary to kraft foods. The operations are
strongly exercisied by the custodian.cadbury has strong power over the custodian as well
as the advice of the custodian is also pondered upon.
 Transferability:
Tha brand has sucessfully transferred its culture its origin of the chocolate across the
nations, as they have come a long way since J.L Kraft started selling cheese from a horse
drawn wagon in 1903. Hard work, imagination and commitment to bring the world its
favorite foods has helped them grow into a company that touches more than a billion
people in 160 countries.
With its simple message of the goodness associated with the "glass and a half of full
cream dairy milk", this successful advertising campaign began in 1928 and served
Cadbury Dairy Milk admirably until the late 1980s. This advertising and this message has
remained the same worldwide.
A change in advertising strategy in the 1990s saw a greater emphasis placed on ‘taste’ in
the bold "Chocolate is Cadbury" campaign.
The message reinforced that no other chocolate compares with the taste of Cadbury,
while successful elements of previous campaign such as the ‘glass and a half’ were still
included.
The clever imagery of this television campaign played on the theme that chocolate means
different things to different people at different times, but most importantly, Chocolate is
Cadbury.
Benefits of the products are there for different parts of the body of the individual such
as,teeth, throat,brain,heart, blood circulation ,bones.
 Cultural customisation:
The cultural customisation of the brand is done by cadburys oone hand and krafts on the
other as still in india cadburys is under the brand name of cadburys and not kraft so
therefore, culture across the contrys is handled by the both the brands.

Global N Local Brand Madiya Assingment

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Global N Local Brand Madiya Assingment

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Global And Local Brand

Assingment Brand Management

 11 brands with more than $1 billion in revenue

 80% revenue from #1 share positions

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