Cadbury Dairy Milk
Executive summary
This report has focused on marketing plan of Cadbury in relation to Cadbury Dairy Milk. From the report, various strengths, weaknesses, opportunities, and threats surrounding Cadbury Dairy Milk has been established. When it comes to strengths, the main ones include strong brand image, economies of scale, and large customer base. As regards to weaknesses, the main one includes product recall due to low quality. When it comes to opportunities, the main ones identified in this report include political stability UK, low bargaining power of suppliers, and robust UK economy. Lastly, as regards to threats, the main ones include stiff competition, strict food regulations, as well as high bargaining power of consumers. This report has established that Cadbury needs to increase the market share of the company by 20 percent in the next 12 months. Besides, Cadbury needs to increase customer base by 10 percent in the next 6 months. In order to achieve these, Cadbury needs to target young adults between 18 and 35 years. From this, the company should enhance its marketing mix in terms of product, price, place, and promotion.
Contents
2.2 Porter’s five forces analysis. 2
2.2.1 The bargaining power of consumers. 2
2.2.2 The bargaining power of suppliers. 2
2.2.4 Threat of substitutes. 2
2.2.5 Threat of new entrants. 3
3.3 Segmentation, positioning and target markets. 3
6.0 Strategy for the promotion aspects. 6
Appendix 3: Questionnaire results. 16
Appendix 3: Interview results. 25
1.0 Introduction
Established in 1824, Cadbury is a British multinational confectionery company that manufactures a wide range of confectionery products. The company is headquartered in West London, United Kingdom, and it operates in over 50 countries across the world. Although Cadbury Dairy Milk is the most popular product of the company, the company has other renowned products such as Crème Egg as well as Roses selection box (Minifie, 2012). In this consideration, this report presents marketing research and planning of Cadbury Dairy Milk in the United Kingdom. The first section provides environmental analysis of the company in relation to the product. The second part provides the marketing strategy that Cadbury should adopt in Cadbury Dairy Milk. The subsequent parts of the report include marketing research, marketing mix analysis, controls, and reflection.
2.0 Environmental analysis
2.1 PESTEL analysis
| Political | -Stable UK economy-High corporate tax of 20 percent (Lang & Heasman (2015)-VAT of 16 percent |
| Economic | -Robust UK economy (Gibson & Thirlwall 2016)-Low inflation rate of 3.1 percent-Low interests rates of 0.25 percent |
| Social | -Chocolate is popular in UK-Increased campaigns against chocolate due to increasing cases of obesity (Lang & Heasman (2015) |
| Technological | -increased internet penetration- Use of pathogen systems as well as filing patents for heat-resistant chocolates (Caroli et al., 2010) |
| Environmental | – Through the Environmental Act of 2010, the UK government has ensured that firms in this industry have minimal emissions (Minifie, 2012) |
| Legal | -The Food Standards Agency (FSA) is typically responsible for food safety as well as food hygiene across the UK (Nestle, 2013) |
2.2 Porter’s five forces analysis
2.2.1 The bargaining power of consumers
The bargaining power of consumers in the confectionery industry in the United Kingdom is high. In this consideration, there are various players in the industry who manufacture chocolates. These include Nestle, Cadbury, Mars & Wrigley, Ferrero Rocher and Hershey (Nestle, 2013). Therefore, consumers can always switch from one brand to another depending on preferences. Besides, the switching costs are low to a considerable extent.
2.2.2 The bargaining power of suppliers
The bargaining power of suppliers in the confectionery industry in the United Kingdom is low. The main commodities used by firms in the industry are cocoa, milk, and sugar. Across the United Kingdom, there are various suppliers, who supply these commodities. Therefore, firms in the industry can switch from one supplier to another if need arises. Additionally, as found out by Caroli et al. (2010), most of the firms in the industry have formed contracts with most suppliers to supply commodities at a set price within a specified period of time. This has further reduced the bargaining power of suppliers.
2.2.3 Competitive rivalry
According to Nestle (2013), the level of competition in the confectionery industry in the United Kingdom is high to a substantial extent. Taking this into account, there are various firms operating in the industry, both local as well as international. Some of the most renowned firms in the industry include Nestle, Cadbury, Mars & Wrigley, Ferrero Rocher and Hershey. As such, with increase in competition, these firms have been competing on the basis of quality as well as price. This has been for the purpose of getting a portion of the market share in the confectionery industry in the country.
2.2.4 Threat of substitutes
The threat of substitutes in the chocolate confectionery industry is high. In this view, candies have been regarded as the main substitutes for chocolate. Additionally, Minifie (2012) has explained that most consumers are now shifting to products that are considered sugar free. Some of the substitutes of chocolates that are now in the market include cereal bars and fruit bars. These products are likely to continue posing threats to chocolate manufactures owing to the increasing campaign against excessive consumption chocolates in attempt to reduce obesity levels.
2.2.5 Threat of new entrants
The threat of entrants in the confectionery industry in the United Kingdom is low. This is according to Minifie (2012), who has asserted that industry is dominated by huge firms, which are already enjoying economies of large scale. Therefore, establishing a firm in this industry requires a lot of capital and marketing efforts, which may not be feasible.
2.3 Competitive strategy
The chocolate confectionery industry in UK faces a lot of competition from the various firms. Some of the most renowned firms in the industry include Nestle, Cadbury, Mars & Wrigley, Ferrero Rocher and Hershey. Nonetheless, through its Cadbury Dairy Milk, Cadbury has been in a position of having the largest market share in the country. Precisely, the Cadbury Dairy Milk has a market share of 29 percent presently. The high market share of Cadbury Dairy Milk has been as a result of the differentiation strategy employed by the company. On this, Cadbury Dairy Milk has been differentiated greatly from other chocolates in the industry. For instance, Cadbury Dairy Milk is normally combined with some favourite sweets such as jelly bean and poppy candy. Through such aspects of differentiation, Cadbury Dairy Milk has been able to have an edge in the industry.
3.0 Marketing strategy
3.1 Marketing objectives
- To increase the market share of the company by 20 percent in the next 12 months
- To increase consumer awareness of the Cadbury Dairy Milk in UK by 10 percent in the next 6 months
3.2 Financial objectives
- To increase profits by 15 percent in the next one year
- To reduce operational costs by 5 percent in the next 6 months
3.3 Segmentation, positioning and target markets
3.3.1 Segmentation
As explained by McDonald and Dunbar (2012), segmentation usually takes into account the process of splitting the market into various segments on the basis of geographic, demographic, as well as psychographic factors. Taking Cadbury Dairy Milk into consideration, the company should consider segmenting its customers in terms of age. As such, the company should segment its customers as children, below the age of 18 years, young adults between 18 and 35 years, and adults above the age of 35 years.
3.3.2 Targeting
Targeting, as elucidated by West et al. (2010) involves putting focus on the segment that can yield the most benefits to an organisation. In this view, when it comes to Cadbury, the company should consider targeting young adults between 18 and 35 years. This is due to the fact that while this group can comfortably afford to purchase the chocolate, it includes a class of people who have a strong desire toward the products. Therefore, focusing on this segment will bring the company the most benefits.
3.3.3 Positioning
In regards to Cadbury Dairy Milk, the company should position itself strategically through ensuring that quality of its Cadbury Dairy Milk is high. Beside, the company should ensure that the price of the chocolate is fair. This is for the aim of ensuring that customers get the value of their money. The figure 1 below shows how Cadbury should position itself in the confectionary industry in UK is as shown in the figure below.
Figure 1: Cadbury positioning
Source: Author
4.0 Marketing research
Based on the quantitative data collected through the questionnaire survey, “tastes good”, “easy to prepare” and “can be bought in shops close to where I live or work” are the three items which the consumers are most concerned with when choosing food and beverages (see Figure 2 shown in Appendix 3). This is in line with the assertion of Peter and Donnelly (2011), who explain that taste is a crucial factor that customers consider in foods and beverage owing to fact that it is associated with quality. This shows that in product development and production Cadbury Dairy Milk must first of all ensure that the taste of the product is in line with the taste of local consumers. In addition, when choosing the sales channels Cadbury Dairy Milk also should take into account the convenience for consumers to buy the products.
Among the aspects of brand experience and brand intentions, the aspect of “I have purchase this brand in the past” has the highest mean of 5.6. This is an indication that Cadbury has high customer loyalty. But the aspect of “Am willing to pay more for this brand than similar brands is the lowest” at 2.8. From this, it can be noted that price is one of the main considerations before making purchase of Cadbury Milk. This is in accordance with Hollensen (2015), who found out that when a particular product is charged fairly, customers are usually willing to make purchase intentions. From the questionnaire results, it can also be established that among the seven aspects of brand appeal, the aspect of “Provides me with a strong brand experience is the highest” at 4.00. As such, it can be noted that Cadbury gives customer memorable experience. This tallies with Kotler and Amstrong (2012), who assert that when the brand experience of customers is enhanced, the customers are inclined to make a repeated purchase owing to brand appeal. The full results of the questionnaires is indicated in the appendix
As regards to interview, when the respondents were asked what they think about Dairy milk, their general remark was that it is amazing. This shows that Cadbury has been able to provide quality products to the customer. In view of Mullins et al. (2012), when customers are provided with quality products, they tend to develop a liking towards the products. When the respondents were asked what they need improved about Cadbury Dairy Milk, they asserted that there is need to bring back white chocolate. This means that there is need to Cadbury to increase its portfolio of Dairy Milk through bringing back the white chocolate. This tallies with the assertion of Kotler and Amstrong (2012), who state that when customers are offered a wide range of products to choose, they become loyal to the brand. It has also been established from the interview that the advert of Cadbury Dairy Milk is creative, and this is one of the reasons why the brand has succeeded.
5.0 Marketing mix summary
| Product | The aspect of product entails ensuring that the products produced by a firm meet the needs of the target market (Mullins et al., 2012). In this consideration, Cadbury needs to ensure that the quality of Cadbury Dairy Milk is high. This could be enhanced through adding more ingredients such as cheese and honey. |
| Pricing | The aspect of pricing plays a substantial role in determining the value if a given product (Peter & Donnelly, 2011). As such, Cadbury needs to ensure that its price is fair in comparison to other competitors. As a result, the firm will be in a position of attracting more customers. |
| Place | The aspect of place is considered imperative when it comes to ensuring that the products of a given firm are accessible to customers (Peter & Donnelly, 2011). Therefore, for Cadbury, it needs to enhance accessibility of the Cadbury Dairy Milk is high through establishing more stores in the country. The company should also partner with more retailers in the country for the aim of ensuring that they stock the product. |
| Promotion | As regards to promotion, it entails creating awareness of the existence of a particular product in the market (Mullins et al., 2012). Therefore, for Cadbury, it should consider employing a wide range of promotional methods such as social media advertising, public relations, as well as advertisements among others. Nonetheless, it has been established that adverts need to be creative to a considerable extent for the purpose of attracting more customers. These will help the company in building brand identity. |
6.0 Strategy for the promotion aspects
The aspect of promotion has been regarded as a fundamental aspect of marketing mix owing to the fact that it helps in boosting brand recognition as well as sales to a considerable extent. As explained by Lei and Slocum (2010), the aspect of promotion include sales organisation, advertising, sales promotion, and public relations. When it comes to Cadbury, the company needs to integrate wide range promotion methods for the purpose of promoting Cadbury Dairy Milk. Taking this into consideration, Cadbury should consider employing advertising, public relations, and social media advertisements. As regards to advertising, Mullins et al. (2012) have explained that it typically includes development as well as paid delivery of a specific product or brand. Ad placement is normally in various media including television, radio, magazines and newspapers. For the Cadbury Dairy Milk, the company should invest on advertisements as a way of not only creating awareness, but also as method of convincing customers to make purchase.
When it comes to public relations, Lei and Slocum (2010) have explained that it entails maintaining goodwill with the public. Public relations is regarded as one of the most fundamental strategies for organisations. In this regard, a wide range of public relations tactics are normally employed for the purpose of reaching out customers, mostly through unpaid messages. In most cases, public relations is considered as one of the most common tactics of public relations. For its Cadbury Dairy Milk, Cadbury needs to use various press releases through events. This will help in creating the brand image of the product.
Lastly, when it comes to social media, Peter and Donnelly (2011) have explained that it entails leveraging on various social media platforms such as Facebook and Twitter for advertisements. In comparison with other forms of promotion such advertisements, social media is relatively cheaper. Beside, a social media advertisement is typically considered to be effective when it comes to reaching more people. Taking Cadbury Dairy Milk into account, the use of social media will help Cadbury in reaching a wide range of customers across the country. On this, the company should employ sponsored ads on these platforms, which will instead help in reaching many customers. From the primary data, it has been established that Cadbury Milk has high brand loyalty. This implies that with intense marketing efforts, the company will be in a position of attracting and retaining more customers. The table below shows how Cadbury should budget for the three promotional methods together with the duration.
| Promotional method | Cost | Duration |
| Advertisements | $10000 | 12 months |
| Public relations | $5000 | 12 months |
| Social media | $500 | 12 months |
7.0 Controls
Below is the implementation schedule of various marketing activities aimed at ensuring that Cadbury achieve its marketing objectives.
The progress and success of the above plans will be measures through monitoring the sales of Milk Dairy in the country. Taking this into account, the sales of the Cadbury Dairy Milk will be monitored during the six method period. Ideally, owing to the marketing strategies put into place, the sales are expected to record positive sales. Nonetheless, in case the progress is negative, there is need to restructure the market plan in order to achieve the desire results. As such, they will need considering another strategy that will help in the realisation of the set objectives.
8.0 Reflection
The feedback from my formative group presentation played a substantial role in improving my marketing plan as well as research report. Precisely, through the feedbacks, I was able to know how to make my marketing plan effective to a considerable extent. For instance, one of the suggestions from the feedback was on the important of integrating the components of marketing mix when developing a market plan. Through such, I was able to understand the role of marketing mix when it comes to enhancing my marketing plan and research report.
During data collection, I faced a wide range of challenges that significantly affected the reliability as well as validity of the data collected. In this view, one of the main challenges when collecting data was resistance to by the participants to participate. On this, I found that some of the participants were not willing to participate in the study. This made it hard for me to get the needed number of participants for the research. This was in line with the assertion of Saunders et al. (2009), who elucidates that at times participants may not be willing to take part in a given research. This as a result may hinder the process of data collection. Additionally, as Kirsch and Sullivan (2012) note, when participants are not willing to take part, the validity as well as reliability of the collected data may be compromised to a considerable extent. Another challenge that I encountered was inadequate experience in data collection. On this, owing that I did not have a prior experience in data collection, a substantial challenge was presented. Precisely, formulating the right questions to ask the participants was challenging. Additionally, other aspects of data collection including how to approach the participants and right timing were also a considerable challenge. This is in accordance to the findings of Saunders et al. (2009), who explains that novice researchers typically have various problems in data collection including formulating the right questions as well as presenting themselves to the participants. This as a result usually affects the credibility of the collected data.
When conducting a similar research in future, there are various things that I would differently. Firstly, I would consult more past studies prior to conducting primary research. Ideally, as explained by Kirsch and Sullivan (2012), having adequate knowledge of past studies regarding a particular study is imperative owing to the fact that it equips the researcher with adequate knowledge on the study phenomena. This as a result helps the researcher with relating secondary and primary data easily. Secondly, I would consider taking more time to conduct the research. Taking this into account, I would consider using more time in conducting future research, as ample time would help me in collecting more reliable data for the research. Ample time would also create adequate time for me to compare the primary data collected with past studies, thus enhancing the overall credibility of the study.
Despite the fact there are many alternatives to research methods that I could have used in meeting the research objectives, I think the use of personal interviews as opposed to group interviews could have enhanced my research to a considerable extent. In light of this, it a fact that interviews typically enable researchers to collect data based on opinions as well as feelings of the respondents. As a result, the researcher is usually in a position of having a deeper understanding of the research phenomena. Therefore, through using personal interviews, meeting my research objectives could have been enhanced considerably. This notwithstanding, personal interviews usually consume a lot of time as compared to other methods such as questionnaires. As such, it can only be used with a limited number of participants.
Collecting data in this research substantially met the ethical requirements needed when collecting primary research. Taking this into account, the researcher had to firstly seek consent from the participants before collecting data. Additionally, the privacy and confidentiality of the participants were taken into consideration, where the researcher maintained anonymity in the questionnaires. When it comes to storage, the researcher stored the collected data in a password enable personal computer for the purpose of ensuring that there would be no access by third parties. Lastly, the collected data was used only for the intended purpose, which is academic. This implies that the collected data was not diverted to other uses, which would otherwise compromise the integrity of the researchers as well as participants.
- Conclusion
In conclusion, it has been established from this report that there are strengths, weaknesses, opportunities, and threats surrounding Cadbury Dairy Milk. In terms of strengths, the main ones include strong brand image, economies of scale, and large customer base. In regards to weaknesses, the main one includes product recall due to low quality. In relation to opportunities, the main ones identified in this report include political stability UK, low bargaining power of suppliers, and robust UK economy. Lastly, when it comes to threats, the main ones revealed in this report include stiff competition, strict food regulations, as well as high bargaining power of consumers. From this report, it has been established in this report that Cadbury needs to increase the market share of Cadbury Dairy Milk by 20 percent in the next 12 months. Besides, Cadbury Dairy Milk needs to increase its stores in UK by 10 percent in the next 6 months. In order to achieve these, Cadbury Dairy Milk needs to target young adults between 18 and 35 years. In this view, the company should enhance its marketing mix in terms of product, price, place, and promotion.
References
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Appendix1:
Appendix 2: PESTLE analysis
Political aspect
In terms of politics, Lang and Heasman (2015) have indicated that the United Kingdom is considered as one of the most stable countries in the country. Considering this, firms operating in the confectionery industry are able to conduct their business without of political unrests, which would otherwise compromise their operations. However, as Crawford (2016) explains, the high corporate tax 20 percent have affected firms in the industry considerably owing to high operational costs. Besides, the VAT of 16 percent has greatly reduced the purchasing power of customers in the industry, thus resulting to reduced sales.
Economic aspect
Notwithstanding the fact that the recent global financial crisis crippled the UK economy substantially, the last couple of years have seen the economy rise to its feet again (Nestle, 2013). Taking this into consideration, inflation rates and interest rates have gone down to a considerably to 3.1 and 0.25 respectively (Gibson & Thirlwall 2016). Consequently, the purchasing power of customers have increased, which has favoured the firms operating in the confectionery industry in the United Kingdom.
Social aspect
When it comes to social aspects, Lang and Heasman (2015) have explained that chocolate such as the Cadbury Dairy Milk is popular across the entire population of the United Kingdom. This has been attributed hugely by taste, which is mostly appreciated by young people in the country. Despite its popularity, over the last couple of years, increase in obesity in the country has partly been attributed to chocolates among other confectioneries. As such, there have been increased campaigns against excessive consumption of chocolate in the country. As a result, the demand for chocolates in the country have decreased, which in turn has made it hard for firms operating in the confectionery industry to maintain or increase their sales.
Technological aspect
Technological aspect has to a considerable extent enhanced impacted the confectionery industry in the United Kingdom. Specifically, according to Caroli et al. (2010), packing and production of chocolate over the past few years have been enhanced considerably. As such, there has been significant use of pathogen systems as well as filing patents for heat-resistant chocolates. Additionally, penetrations of internet over the last couple of years have seen substantial use online marketing tools such as social media. This as a result, as Lang and Heasman (2015) asserts have played an imperative role in reaching many consumers across the country, leading to increased sales.
Environment aspect
Over the last couple of years, most of the customers in the UK have become sensitive to matter related to environmental conservation. In this consideration, these customers now prefer organisations that are concerned with environment conservation (Nestle, 2013). Therefore, in an attempt to attract more customers, most of the firms in the confectionary industry in UK are coming out with ways of conserving the environment including package reduction and use of alternative sources of energy. Additionally, through the Environmental Act of 2010, the UK government has ensured that firms in this industry have minimal emissions (Minifie, 2012).
Legal aspect
The legal framework set by the UK government in relation to the confectionery industry in the country has greatly impacted firms operating in the industry. Precisely, the Food Standards Agency (FSA) is typically responsible for food safety as well as food hygiene across the UK (Nestle, 2013). As such, firms operating in the confectionery industry in the country have to adhere to the set standards for the purpose of avoiding heavy penalties, which would otherwise reduce their profit margins.
Appendix 2: Swot analysis
| Strengths · High brand image· Large customer base· Economies of large scale | Weaknesses· Product recall due to quality issues |
| Opportunities · Political stability· Low bargaining power of suppliers· Robust UK economy | Threats · Stiff competition· High bargaining power of customers· Stiff regulation on food products |
Appendix 3: Questionnaire results
| Descriptive Statistics | |||||
| N | Minimum | Maximum | Mean | Std. Deviation | |
| Is easy to prepare | 5 | 3 | 7 | 5.00 | 1.581 |
| Contains no additives | 5 | 4 | 5 | 4.20 | .447 |
| Is low in calories | 5 | 1 | 6 | 3.00 | 2.345 |
| Tastes good | 5 | 2 | 7 | 5.40 | 1.949 |
| Contains natural ingredients | 5 | 3 | 6 | 4.40 | 1.140 |
| Is not expensive | 5 | 3 | 6 | 4.40 | 1.140 |
| Is low in fat | 5 | 1 | 4 | 2.60 | 1.342 |
| Is familiar | 5 | 3 | 6 | 4.20 | 1.095 |
| Is high in fibre and roughage | 5 | 4 | 6 | 4.60 | .894 |
| Is nutritious | 5 | 2 | 6 | 4.60 | 1.673 |
| Is easily available in shops and supermarkets | 5 | 2 | 7 | 4.80 | 2.280 |
| Is good value for money | 5 | 4 | 6 | 4.80 | .837 |
| Cheers me up | 5 | 2 | 6 | 4.00 | 1.581 |
| Has been recommended by friends in person | 5 | 1 | 6 | 3.60 | 1.817 |
| Smells nice | 5 | 2 | 5 | 4.00 | 1.225 |
| Can be cooked very simply | 5 | 3 | 7 | 4.80 | 1.643 |
| Helps me cope with stress | 5 | 1 | 4 | 3.00 | 1.225 |
| Helps me control my weight | 5 | 1 | 7 | 2.80 | 2.683 |
| Has a pleasant texture | 5 | 2 | 5 | 3.40 | 1.140 |
| Is packaged in an environmentally friendly way | 5 | 1 | 6 | 3.40 | 1.949 |
| Comes from countries I approve of politically | 5 | 1 | 4 | 3.40 | 1.342 |
| Is like what I used to eat/drink when I was a child | 5 | 1 | 4 | 2.80 | 1.304 |
| Contains a lot of vitamins and minerals | 5 | 1 | 4 | 2.60 | 1.517 |
| Contains no artificial ingredients | 5 | 1 | 4 | 2.40 | 1.517 |
| Keeps me awake/alert | 5 | 1 | 5 | 3.20 | 1.789 |
| Looks nice | 5 | 2 | 6 | 3.60 | 1.517 |
| Helps me relax | 5 | 1 | 4 | 2.80 | 1.095 |
| Is high in protein | 5 | 1 | 5 | 3.40 | 1.517 |
| Takes no time to prepare | 5 | 2 | 6 | 4.40 | 1.817 |
| Keeps me healthy | 5 | 1 | 5 | 3.00 | 2.000 |
| Has received positive comments on on-line reviews | 5 | 1 | 6 | 3.80 | 1.789 |
| Is good for my skin/teeth/hair/nails etc | 5 | 1 | 5 | 3.20 | 1.643 |
| Makes me feel good | 5 | 1 | 6 | 4.00 | 2.000 |
| Has the country of origin clearly marked | 5 | 1 | 6 | 3.80 | 1.924 |
| Is what I usually eat/drink | 5 | 2 | 7 | 3.40 | 2.191 |
| Helps me to cope with life | 5 | 1 | 4 | 2.00 | 1.225 |
| Can be bought in shops close to where I live or work | 5 | 1 | 7 | 5.00 | 2.550 |
| Is cheap | 5 | 3 | 6 | 4.40 | 1.140 |
| Has a good website | 5 | 1 | 5 | 3.60 | 1.517 |
| Is grown or produced locally | 5 | 1 | 5 | 3.80 | 1.643 |
| Is organic | 5 | 1 | 5 | 4.00 | 1.732 |
| Has a low carbon footprint | 5 | 1 | 4 | 2.20 | 1.304 |
| Is produced in a sustainable manner | 5 | 1 | 5 | 3.00 | 1.581 |
| Has been recommended by friends on Facebook or other social media | 5 | 1 | 5 | 2.40 | 1.673 |
| Valid N (listwise) | 5 | ||||
| Descriptive Statistics | |||||
| N | Minimum | Maximum | Mean | Std. Deviation | |
| Appeals to my senses | 5 | 1 | 5 | 3.40 | 1.517 |
| Induces strong feelings and sentiments | 5 | 1 | 6 | 3.80 | 1.789 |
| Stimulates my curiosity | 5 | 1 | 5 | 3.20 | 1.483 |
| Is action-oriented | 5 | 1 | 4 | 3.20 | 1.304 |
| Is an emotional brand | 5 | 1 | 6 | 4.00 | 1.871 |
| Stimulates my problem-solving | 5 | 1 | 4 | 3.40 | 1.342 |
| Provides me with a strong brand experience | 5 | 1 | 6 | 4.00 | 1.871 |
| Valid N (listwise) | 5 | ||||
| Descriptive Statistics | |||||
| N | Minimum | Maximum | Mean | Std. Deviation | |
| If this brand were not available, it would make little difference to me if I had to choose another brand | 5 | 1 | 6 | 3.40 | 1.949 |
| I am loyal to this brand | 5 | 1 | 5 | 3.60 | 1.517 |
| I will more likely purchase a brand that is on sale than this brand | 5 | 3 | 6 | 4.60 | 1.342 |
| I am generally satisfied with this brand based on recent experiences | 5 | 3 | 6 | 4.40 | 1.140 |
| I would use this brand at the next available opportunity | 5 | 1 | 5 | 3.80 | 1.643 |
| This brand is my most preferable option when selecting between similar options | 5 | 1 | 4 | 2.80 | 1.095 |
| I would recommend this brand to others | 5 | 2 | 5 | 4.00 | 1.225 |
| My friends influence my buying behaviour for this brand | 5 | 1 | 6 | 2.80 | 1.924 |
| My family influence my buying behaviour for this brand | 5 | 1 | 7 | 3.20 | 2.490 |
| Other people who are important to me influence my buying behaviour for this brand | 5 | 1 | 6 | 3.00 | 2.345 |
| Society in general influences my buying behaviour for this brand | 5 | 1 | 5 | 3.00 | 2.000 |
| I am unlikely to purchase this brand in the future | 5 | 4 | 5 | 4.20 | .447 |
| I am willing to pay more for this brand than similar brands | 5 | 1 | 5 | 2.80 | 2.049 |
| I frequently consume this brand | 5 | 1 | 4 | 3.00 | 1.225 |
| I have purchased this brand in the past | 5 | 3 | 7 | 5.60 | 1.673 |
| Valid N (listwise) | 5 | ||||
Appendix 3: Interview results
Q1. What do you think of Dairy Milk?
Answers:
Amazing.
It’s my favourite chocolate.
Not my favourite but I like their fair-trade policies.
Prefer galaxy, but it’s nice.
Q2. How do you perceive the brand?
Answers:
It’s the most popular chocolate generally.
It’s like the coca cola of chocolate.
They have good corporate values.
It is well known for it’s fair-trade.
Q3. What do you think of the brand image?
Answers:
Their brand image is really strong.
Good brand image.
Do they have a Christmas advert?
They have seasonal products like Cream Eggs.
Q4. Do you think the marketing specifically targets this age group? (18-21-years-old)
Answers:
It’s aimed at everyone who likes chocolate.
They do have products for children.
Q5. Do you think the marketing could be improved? E.g. the website
Answers:
Possibly.
But it is already popular and established.
They should bring white chocolate back.
Q6. Which marketing strategies of Dairy Milk are you more aware of?
Answers:
Their adverts used to be more often, at the time at the Gorilla and Eye Brows Adverts.
They have reached a point where they can’t do more, they alreadt have so many sales and custom.
Q7. If you could improve anything about Dairy Milk, what would it be?
Answers:
To bring back white chocolate.
Ice-cream chocolate.
Q8. Do you have a memorable Dairy Milk advert?
Answers:
The Gorilla and the Eye Brows adverts definitely.