Cadbury's Integrated Marketing Communication Strategy

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Integrated Marketing Communication
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Table of Contents
Introduction...........................................................................................................................................3
Background of the Task.........................................................................................................................4
Strategy Statement.................................................................................................................................4
Brand Positioning..................................................................................................................................5
Objective of the Cadbury.......................................................................................................................5
Target Audience....................................................................................................................................7
Conclusion.............................................................................................................................................9
References...........................................................................................................................................10
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Introduction
Integrated marketing communication is acts an approach towards the achievement of a
marketing campaign which includes different promotional methods which are intended to
follow each other. Marketing integrated communication helps in recognizing the value of
marketing plans and helps in evaluating the roles which are involved in the numerous
communications such as advertising, public relations, personal selling and also use the social
media platforms as it helps in maintaining the consistency and increases the maximum
communication among people and the company. In this report we will discuss about the
Cadbury and the strategies which are adopted by the company and helps in maintaining
effective communication.
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Background of the Task
Cadbury is one of the leading company worldwide which deals in chocolates and as well as
gum candies and other confectionary products. The Company was started in 1824 by John
Cadbury and the company has been expanded into a multinational company and operating
their business operations in the US, Britain, Australia and in other countries which are present
worldwide.
Strategy Statement
Cadbury has used the IMC advertising strategy and implemented these strategies in their
organisations. The company has initiated its multi branched campaigns on the areas such as
online and offline media platforms such a print media, social media etc. The Cadbury also
used the messaging strategy for increasing the promotion and business. The Cadbury also use
the celebrity advertisement through which Cadbury has given high level of competition to its
competitors in the market (Yeshin, 2012). They have taken Amitbah Bachchan as their brand
ambassador the celebrity itself has a huge fan base and highly popular and the person with
full of integrity and other qualities that Cadbury associated with the bachchan.
The Cadbury made the connection over television by launching a advertisement in which
they were starring Amitabh Bachchan which depicts a story and at the same time ensuring the
quality of the chocolates which company is offering to general public. It also tells about the
safety of the product as children’s are also consuming the chocolates which are being
produced and manufactured by the company.
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Brand Positioning
Brand Positioning involves the creation of position in the market for the product. Cadbury
ensures that customers has excellent experience of the brand throughout and at the same time
they should enjoy the offers which company is offering in the market. To secure the position
of brand , Cadbury has set out the differentiate the experience from coffee shops and
chocolate retailers on the high streets or in the shopping centres or malls. The experience of
the Cadbury exposes about the consumption of chocolate and offering a wide range of
product to the consumer and ensures maximum customer satisfaction (Castronov and Huang,
2012).
Objective of the Cadbury
The objective of the Cadbury is “the cadbury in every pocket”. They have made the product
accordingly as it comes in various varieties and price so it can be affordable easily by
everyone and at the same they believe in fulfilling customer needs (Ivanov, 2012). Even
Cadbury means quality which means delivering the best quality product and they are always
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Why?Offersexcellentqualityintermsoftaste.Customer?Kids,teens,adults,grandparents.Againstwhom?Competitorsnestle,Amul.

committed towards the continuous improvement and also ensures that best quality product
should be delivered.
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Target Audience
The target audience of Cadbury is every age of person as chocolates and candies are those
which are consumed by every individual. The market segmentation is divided into 3
categories such as Geographical segmentation in which the milk bars are preferred by the
consumers as most of these areas have consumers which prefer consuming junk food. The
another area of segmentation put emphasis on providing the dairy milk in stock at stores
which ensures that people does not have any sort of problem in consuming the product.
Cadbury’s products widely appeals to children as they offer diverse range of products for the
customers. The Cadbury has made priority to attract first children as consumption of
chocolates has seen larger in number by them and through the children there parents are also
been consumer to them (Barger and Labrecque, 2013).
The well known brand Cadbury is famous for its high quality product at reasonable price
which attracts the consumer’s more and also they understand the importance of product. The
company in course of times changes and updates its packaging which includes new wrapper,
different sizes colours etc. but also they keep the logo familiar which does not affect their
business and customer’s at the same time.
The children and at the same time adults also like the Cadbury as the brand is much popular
worldwide and also it has set of target market which determines the use of new approach in
order to gain maximum business. The famous dairy milk bar comes in wide variety and is
among the nation (Valos and Maplestone, 2016). The dairy milk comes in various variants
such as milk tray, flake, oreo crunchie, hazelnut, fruit and nut and crunchies etc.
Cadbury has been the chocolate leader worldwide and always aims to target the kids between
the age group 5-10yrs who consumes the maximum chocolates. The consumption of
chocolates are consumed by all people, age, sex, culture, educational backgrounds and
different regions as chocolate has always been consumed on occasions too. The Cadbury
products contains different sort of targets in the Cadbury products as every individual has
different needs (Ang, 2014).
Strategies for reaching Target market are marketing and use of promotional activities to
promote the business in the long run and at the same time generation of maximum returns
they have used the online and offline marketing and promotional strategies to promote the
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product. They have tied up with various celebrity and launched huge advertisement
campaigns which has delivered the message “khane k bad kuch meetha ho jaaye” and the
face of the advertising campaign was Amitabh Bachchan. It also displayed the huge affection
as considered chocolates as sweets on the occasion.
They have also used the promotions through social media platforms such as Facebook by
initiating some creative ideas and post related and the winner will receive some sort of
goodies from the Cadbury and will also get featured (Fill and Turnbull, 2016). Social media
helps in covering the maximum reach within lesser amount of time and also spread the
message in the wider area.
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Conclusion
In this report we have concluded the use of integrated marketing communication theories and
their implementation in the Cadbury to generate effective results which would be beneficial
for the growth and development of the company. The strategies which are adopted by the
Cadbury in order to increase the business and also helps in targeting the market. The target
consumer for the Cadbury is every age of people as chocolates are consumed at every age and
also they deliver high quality product in affordable prices.
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References
Yeshin, T., 2012. Integrated marketing
communications. Routledge.
Castronovo, C. and Huang, L., 2012. Social media
in an alternative marketing communication
model. Journal of marketing development and
competitiveness, 6(1), pp.117-134.
Ivanov, A.E., 2012. The Internet‘s impact on
integrated marketing communication. Procedia
Economics and Finance, 3, pp.536-542.
Barger, V.A. and Labrecque, L., 2013. An
integrated marketing communications perspective
on social media metrics. International Journal of
Integrated Marketing Communications, Spring.
Valos, M.J., Haji Habibi, F., Casidy, R., Driesener,
C.B. and Maplestone, V.L., 2016. Exploring the
integration of social media within integrated
marketing communication frameworks:
Perspectives of services marketers. Marketing
Intelligence & Planning, 34(1), pp.19-40.
Porcu, L., Barrio-García, S.D. and Kitchen, P.J.,
2012. How Integrated Marketing Communications
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(IMC) works? A theoretical review and an analysis
of its main drivers and effects.
Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands,
experiences and participation. Pearson.
Ang, L., 2014. Principles of integrated marketing
communications. Cambridge University Press.
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