Advertising Case Study: Cadbury's Communication and Positioning

This case study examines Cadbury's advertising campaigns, focusing on their marketing strategies, target audience, and communication objectives. The analysis begins with an introduction to Cadbury as a leading confectionery brand, highlighting its market position, product offerings, and global presence. It then explores the company's historical context, including its evolution and key acquisitions, such as the Kraft takeover. The study analyzes Cadbury's recent advertising efforts, such as the "Cadbury Eyebrows" campaign, and their impact on brand awareness. It identifies the company's main opportunity to expand its market share, particularly in Hong Kong, and acknowledges potential threats, such as product quality issues and competition from other chocolate brands. The case study reviews Cadbury's creative tactics, including its shift from the tagline "Free the Joy" to an emphasis on empathy, and the use of digital marketing and celebration-themed advertisements. The study then delves into Cadbury's target audience, analyzing their demographics, psychographics, and behavioral segmentation, considering age groups, gender, lifestyle, and purchasing behaviors. The study also covers positioning statements, comparing Cadbury's pricing strategies with those of competitors like Mars. Finally, it explores Cadbury's communication strategy, detailing its four key components, including target audience, channels, and communication objectives, as well as the use of brand awareness initiatives on social media and direct marketing methods. The creative brief is also provided, outlining key elements such as the background, objectives, target audience, positioning statement, key benefits, tone of voice, and competitors, along with references to support the analysis.

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Marketing
Advertising

Contents
Introduction......................................................................................................................................2
Target Audience...............................................................................................................................3
Positioning Statements.....................................................................................................................3
Communication Strategy.................................................................................................................4
CREATIVE BRIEF (TEMPLATE).................................................................................................5
References........................................................................................................................................6

Introduction
Cadbury is considering as one of the leading confectionery brand in the international
market. it holds the position of first or second among the 50 largest global confectionery
markets. It offer and produces chocolate, gum as well as other candy brands. It nearly maintains
50,000 employees in over 60 countries as well as sells their product in market everywhere
around the world. Development of Cadbury Chocolate is not exact fine in a few years earlier. It
was a global procurement between leading companies such as Mars, Nestle, Kraft as well as
Cadbury. As an outcome, the company Kraft effectively won the procurement to have possession
of the giant brand a Cadbury. In the modern, Cadbury endorses Dairy Milk sweet with using the
platform of YouTube movie such as Cadbury Eyebrows. At the time once such move is uploaded
to the social media YouTube, it spread faster in the international market. The attractive part of
the campaign is its background music. When an individual listen that music at anyplace, they
must linked up with the Cadbury Chocolate. Thus, furthermost of the individual pay great
consideration on Cadbury as well as its products (ailey & Alexander, 2019).
The main opportunity that the company can able to grab it that Cadbury can able to
enlarge their market share in international market especially in the country Hong Kong. They can
able to expose a sphere garage for vending the goods of sweet which include drinks, related to
chocolate, snacks related to chocolate, as well as chocolate cakes. Cadbury can also make a
fractious over with the brand Oreo russet cookies that help them to enhance the brand awareness.
However, the company also faced some threats as well such as Cadbury chocolates was exposed
that specific of the goods have salmonella as well as melamine in the year 2006 as well as in the
year 200. It is one of the enormous impacts of the brands. Most of the consumers have mislaid
the assurance on the quality of Cadbury chocolates as well as they also have huge participants as
well such as Kinder, Ferrero Rocher, and Toblerone as well as other chocolate brands (Fincham,
2019).
The company has adopted variety of creative tactics to attract its consumers towards its
products to the certain extent. It has adopted various advertising theme than made them
differentiate from the other brands. In a proposal to say best for customers, the brand Cadbury

has also categorical to trench its tagline of ‘Free the Joy” in favor of emphasis on sympathy. It
replicated in its latest TV campaign that expresses the section of petite girl which has attempted
to purchase a Dairy Milk for her mom’s birthday. Such creative tactics or campaign makes the
consumers attractive towards its products. Furthermore, it has created other creative
advertisement that makes the brand mesmerizing among the consumers to the certain extent
(Zundel, Holt & Popp, 2016).
The common themes as well as threads which is adopted by the Cadbury while
advertising its product is digital marketing. The company provides its ads in TV as well as
Billboards are also posted by the Cadbury with the new product. The company has created
advertisement with the theme of celebration. The celebration cover, birthday, anniversary, as
well as other festivals (Christmas, New Year) and so on. The main advantage of such thee Is, the
consumers feel familiar with the product and remember the Cadbury while celebrating any
occasion. It makes the consumers more attractive towards its products in an effective as well as
in an efficient manner (Wolde, 2016).
Target Audience
Target market is the end users of the product to which the organization wanted to vend its
final product. It include flouting down the whole marketplace into numerous sections as well as
forecasting advertising approaches consequently for each section to enhance the market share of
the company to the certain extent. Target market plays a vital role for the company at a greater
level. It is the exact collection of individuals that they want to influence with the advertising
communication. They are the individuals who are furthermost prospective to buying the goods or
other services as well as they are combined by certain communal features such as demographics
as well as behaviors. There are number of the different manner in which to think about the target
audience groups. As general level, target audience groups in term of descriptive characteristics
such as demographic, lifestyle variable as well as other psychological. In order to analyze the
demographic segmentation of Cadbury, it has been analyzed that the company has wide range of
the client base in the age group of 3 to 51 years as well as the company cove r all type of genders
which include children, adult, youngster as well as old age people. the company Cadbury
retained the prices of its dairy milk judicious as well as reasonable so that the consumers is not

required to contemplate much before buying its products, the segmentation of Cadbury is not
much pretentious by the cohort variances as all type of individuals can easily think about to
purchase its products in an effective as well as in an efficient manner (Telang & Deshpande,
2016).
In order to analyze the psychographic segmentation, it can be analyze that the company
has divided the market on the basis of the different group that is based on the lifestyle, social
class or the personality characteristics. Cadbury catered to each as well as every class of the
consumers that keep in the mind their lifestyle as well as personality traits. Behavioral
segmentation of the Cadbury cater its product for all type of occasions as well as without any
occasion, it can be purchased at any time. People also prefer to give Cadbury products as a gift
on many occasions. In order to analyze the geographic segment, it has been analyzed that the
brand has covered wide range of country for its product. It has spread its roots in all over the
world that enhance the target market segment.
Positioning Statements
Positioning is distinct as the act of scheming that the corporation is proposing to its
consumers as well as the image that is occupy distinctive lave in the mind of the target market. In
other words, it is the procedure of starting the image or identity of a brand or the product so that
the consumers perceive it in a certain manner. Therefore, it is the ability to influence the
perception of consumers regarding a brand or the product that is related to the competitors. The
main objective or aim of market positioning is to create the goodwill as well as individuality of a
product or the brand so that the customers observe it in different manner. There is different type
of strategies related to positioning such as:
 Product qualities as well as profits
 Product Eminence
 Participants
 Use of Product as well as Request
 Product Price
Therefore, in order to analyze the positioning of the Cadbury for that particular advertising
campaign it has been analyzed that the company has adopted effective pricing techniques. In the

advertisement campaign, it majorly focuses over the price of the product with the quality they are
delivering to its consumers. It melted the mind of the consumers towards that product to the
certain extent. It applied the reasonable estimating tactic to confirm that the attuned values do not
surpass those to the contestants. Such strategy excellent is sensible as well as defensible since
irrespective of the separate taste preference (Barton, 2015).
In order to analyze the positioning statement of Cadbury Competitive Company, it has been
analyzed that Mars has strong positioning statement to attract its consumers. The company
located itself as the price frontrunner. In emerging the variety of chocolate bars, that can all be
shaped on the similar high haste manufacture line as well as using the elements that are cheap the
its rivalry. It provides great competition to the company to the certain extent (Larceneux,
Bezançon & Lefebvre, 2018).
Communication Strategy
Communication strategy is one of the plans that is used to achieve or attain the objective
of the communication. It may apply to the internal communications, marketing communications
as well as public relations. The communication strategy has majorly four components which
include target audience, channels as well as other communication plan. Therefore
communication objectives are the desired end results of a program of the communication. A
model of brand awareness as well as brand attitude advertising strategies help in guiding the
advertising strategy that is based on careful attention to the brand awareness as well as brand
attitude. Such model distinguishes amid gratitude brand consciousness as well as remembrance
brand consciousness. The brand boldness stage is seen as imitating a communication between
prospective consumers that involve with the buying result as well as essential the inspiration to
buying. Therefore, Cadbury campaign has launched several brand awareness initiatives with the
help of social sites such as YouTube, Facebook, Twitter, Google as well as Instagram. It helps
them to attract maximum number of consumers towards its product in limited period of time. it
majorly focus of targeting huge number of consumers through TV adds as well as Billboards is
also provided for the consumers. The company has also adopted direct marketing method to
communicate with the consumers in an effective as well as in an efficient manner (Steyn, 2018).

CREATIVE BRIEF (TEMPLATE)
1. Background Cadbury cover maximum number of consumers
through providing confectionery products to its
consumers
2. Communication Objectives Brand attitude
Brand awareness
3. Target Audience All range of consumers are the target audience of
consumers
4. Positioning Statement Real Taste of Life
5. Key benefits Offer on any occasion
Reasonable Price
Can be eaten by any age group
6. Tone of Voice Offer at reasonable price
Easily convincing to the consumers
7. Who are the main
competitors?
Mars
Nestle
8. Deliverables and budget $50 millions

References
Bailey, A. R., & Alexander, A. (2019). Cadbury and the rise of the supermarket: innovation in
marketing 1953–1975. Business History, 61(4), 659-680.
Zundel, M., Holt, R., & Popp, A. (2016). Using history in the creation of organizational
identity. Management & Organizational History, 11(2), 211-235.
Fincham, A. (2019). Cadbury’s Ethics and the Spirit of Corporate Social Responsibility.
In Quakers, Business and Corporate Responsibility (pp. 41-58). Springer, Cham.
Larceneux, F., Bezançon, M., & Lefebvre, T. (2018). ‘Asymmetric revelation’effect: The
influence of an increased number of photos on mental imagery and behavioural responses
depending on target market. Recherche et Applications en Marketing (English Edition), 33(3),
31-60.
Barton, L. (2015). Active Positioning: The Importance of Relevancy. Journal of Marketing
Perspectives Volume I, 48.
Steyn, B. (2018). Communication Strategy. The International Encyclopedia of Strategic
Communication, 1-12.
Telang, A., & Deshpande, A. (2016). Keep calm and carry on: A crisis communication study of
Cadbury and McDonalds. Management & Marketing, 11(1), 371-379.
Wolde, T. (2016). Brand Awareness and Brand Preference for Carbonated Soft Drinks: Evidence
from Cadbury Schweppes Ethiopia Research Evidence from Life Experience. International
Journal of Marketing Studies, 8(3), 122-128.