Part 1: Tactical Gap

Cadbury isnt faring too well when it comes to their Salience, Imagery/Feelings, and Resonance. Dairy
Milks brand equity as witnessed in our qualitative and quantitative research reveals some great gaps
between what Cadbury Dairy Milk wants itself to be like and how it is perceived. The CBBE pyramids,
while they arent drastically different, do emit some discrepancies which Cadbury should take care of
soon.

Comparison of CBBE Pyramids

Vs.

http://thecadburychocolatier.wordpress.com/part-1-tactical-gap/
Zaltman metaphor elicitation technique(ZMET)
Research study participants are usually asked to collect a set of pictures that represent their thoughts and
feelings about the topic of interest. Zaltman cites prominent researchers like Steven Pinker and Antonio
Damasio to support his claim that humans think in images often in the form of visual images rather
]
than in words. The pictures that participants collect are important non-literal devices for uncovering
deeply held, often unconscious, thoughts and feelings.
The goal of the ZMET interviews and analysis is to uncover the relevant fundamental structures that
guide peoples thinking about a topic