Comprehensive Marketing Communication Plan Report for Cadbury

This report provides a comprehensive marketing communication plan for Cadbury, focusing on introducing a new product in the Indian market. It includes an analysis of the target audience, creative strategy, marketing mix proposals (product, price, place, promotion, people, process, physical evide...Read More

Marketing
Communication Report

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
a. Your Big Idea:....................................................................................................................2
b. Product-service research and development........................................................................2
Target Audience research and analysis:.................................................................................2
Creative Strategy and proposals.............................................................................................2
e. Marketing mix proposals....................................................................................................3
f. Media Plan..........................................................................................................................5
g. Production Plan..................................................................................................................5
B. Budget Plan......................................................................................................................6
C. Evaluation Plan..................................................................................................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

EXECUTIVE SUMMARY
Marketing communication plans helps in launching new brand proposition and also
involves the various concepts of marketing and communications. The report further involves the
personal reflection on team performance and plan and also the role of individuals. The report
further involves various types of which comprises of production plan, budget plan and evaluation
plan. It further involves the role of a team and the marketing plan and involves the brand audit.
INTRODUCTION
Marketing communications basically involves the media and messages that are used by the
marketers for the purpose to communicate with the target markets. The process of marketing
communications basically involves social marketing, traditional marketing, sponsorships,
presentations and traditional advertising. A Team plan is basically used for the purpose to
provide guidance and future direction that helps in identifying the purpose and goal. The
organisation chosen for this report is “Cadbury”. The organisation is one of the market leader
and fourth largest supplier when it comes to sugar confectioneries and chocolate. The report
involves the application of the 4ps and SWOT analysis.
It further involves the marketing communication plan and team marketing plan. A brand is
symbol, design, name and involves various features that differentiate one seller from another. A
brand audit basically involves the examination of the current position of the company and
checking a review on its effectiveness. In context to Cadbury, the target audience basically
involves growing kids and parents of the small children between the age group of 2-8 years old.
The micro and marco factors have major influence on the organisational objectives and goals.
MAIN BODY
Marketing Communications Plan
1

A marketing communication plan basically involves the strategy for the purpose to inform the
target customer audience in relation to the service or product.
a. Your Big Idea:
In context to Cadbury, the main big idea involves introducing the product successfully in
the Indian market within a span period of 8 months for the purpose to ensure and increase
awareness in relation to the chocolate brand with the help of effective strategies. The plan is fully
focusing on establishing a market for the white chocolate brand and their target audience will
involves the female adults in the Indian Market (Kitchen, 2020).
b. Product-service research and development
In context to market research team helps in taking the information and identifying the
important aspects of the marketing process. In context to organisation, there are various
techniques used in order to carry out market research which involves field trials, surveys,
personal interviews and focus groups. A creative strategy basically involves the strategic and
intentional approach that a organisation takes for the purpose to implement and develop various
steps that helps in contributing towards long term business growth. In context to Cadbury, the
organisation is using emotional approach in order to attract audience (Dwived and McDonald,
2018).
Target Audience research and analysis:
In context to Cad bury, the target audience basically involves the kids, adults and millennials.
In context to Cadbury, the organisation uses the SMART objective method for the purpose to set
their short term objectives and all these objectives are used for the purpose to set for the services,
business and products. The smart objective of the organisation is to achieve a 3% market share in
the span of 12 months. The main purpose of marketing research helps in providing data and
information that helps the organisation in taking relevant decisions. In context to Cadbury, the
segmentation of the company products is based on the mix of psycho graphic, demographics and
behavioural factors( Giyazova and Zayniev, 2020).
2

Creative Strategy and proposals
A creative strategy basically involves the strategic and intentional approach that a
organisation uses in order to implement and develop various steps that helps in supporting the
long term business growth. In context to creative strategy, it can be classified as Rationale and
Emotional. In context to Cad bury, the organisation uses strategies which are highly emotional in
touch. In context to Cadbury, the core creative strategy used by the organisation involves
delivering values to the consumers. Brand Positioning of a company basically involves the
product, vision and identity. In context to Cadbury, the organisation positions itself as a premium
chocolate synonymous to happiness. The organisation uses various attractive tag line in order to
attract the customers. In context to organization, it uses various promotional strategies for the
purpose to increase its sales and attracting customers (Šerić, M., Ozretić-Došen, Đ. and Škare,
V., 2020).
e. Marketing mix proposals
It basically involves product, price, place, promotion, people, process and physical
evidence which determine the level of growth and customers for an organisation. Cadbury
examine these factors to evaluate the scope of growth for the organisation and improve its
performance.
PRODUCT
The product basically refers to the services and goods that a organisation manufactures
that helps in meeting the needs and demands of customers. In context to Cadbury, the
organisation is involved in offering variety of beverages, chocolates, biscuits etc. The popular
products involves Bourn vita and Diary Milk.
PRICE
It basically refers to the monetary value paid by the customer for the purpose to acquire a
product or service of the company. In context to Organisation, the organisation has set up
different prices for its different products.
PLACE
3

It basically refers to physical location where the product is presented and made it
available to the final consumers. In context to organisation, the company offers its products in
both rural and urban areas through general stores and super markets.
PROMOTION
It basically involves the various methods and techniques that are basically carried by the
company for the purpose to attract new customers and boosting up sales. In context to Cadbury,
the organisation promotes its products through online websites, commercials, newspapers,
posters etc.
PEOPLE
It basically involves the individuals who are related to the company and helps in carrying
out business functions. In context to Cadbury, the organisation have healthy relationships with its
customers, staff members and employees.
PROCESS
It basically involves the steps involved which are carried out for the purpose to deliver
product to the consumer. In context to Cadbury, the company ensures product delivery and fast
manufacturing.
PHYSICAL EVIDENCE
It basically refers to the various elements which are involved such as interior design, invoices,
paperwork, layout etc. In context to company, the organisation uses facility design, business
card, website etc
f. Media Plan
Media Planning basically involves the process of determining what, how and when a
advertising or branding message will be delivered. In context to media planner, he or she
conducts market research and also focuses on developing effective marketing campaigns for the
4

advertisement and business agencies. In context to choosing a right media channel, it involves
carefully choosing a budget, setting up realistic goals, understanding and defining the value
proposition, brand and product, understanding audience and having deep knowledge about the
advertising techniques used by competitors. A media mix basically involves the combination of
paid communication channels that are used by the company. The media mix typically uses TV
ads. Social media, direct email and traditional print ads.
In context to Cadbury, the organisation uses social media marketing as a medium in order
to attract customers. The organisation uses various social media channels for the purpose to
provide content and engaging their followers. The organisation focuses on developing a series of
own hash tags while running their campaigns. The organisation regularly run competitions and
offers prizes that helps the organisation is receiving a lof of engagement from the followers that
helps in building a strong brand image among audience. In context to Cadbury, the target
audience of the organisation involves growing children and adults and parents of the small
children that are between the age of 2-8 years old.
g. Production Plan
Production Plan basically involves the planning of the production and manufacturing
modules in a industry or company. It basically helps in utilization of the resource allocation or
activities of the production capacity, employees and materials for the purpose to serve different
customers.
In context to Cadbury, production planners helps in developing weekly and daily
production and helps to ensure that production deadlines are met. The role of production planner
is to determine the labor requirements, equipment, material, performance reports and resolve
production issues. In context to production scheduling, it involves various components such as
planning, execution, routing, scheduling and dispatching. In context to Cadbury, the organisation
has developed a visual Grant schedule mapping out your entire marketing communications
campaign. A Gantt chart is type of schedule or basically a bar chart that allows to lay out the
schedule for your project.
5

B. Budget Plan
A budget plan basically outlines all the money a business that intends to spend on
marketing related projects over the year or quarter. The marketing budgets basically involves
expenses such as new marketing staff, paid advertising, marketing automation software,
sponsored web content etc. In context to Cadbury, the budget managers are fully responsible in
order to ensure that expenses of the accounts do not exceed the allocated budget. In context to
marketing communication, the budget covers the indirect and direct costs of the communication
programs. In context to budget for the product information it involves the costs of distribution,
printing, copy writing, design and etc. In context to budget plan, the key cost considerations
involves the estimated revenue, profit, one time expenses, cash flow, fixed costs and variable
costs. In context to the costs associated with the plan, it involves the tactics, objectives, strategic
considerations, goals, messaging and various other factors that are taken into consideration
which involves the budget of $5000 to $7000 and its all depends upon the complexity.
C. Evaluation Plan
The marketing evaluation basically involves the research of a market place that basically
focuses on determining how the organisation can perform and succeed in a well manner in
specially a new business environment. It basically helps in receiving the insights into
competitors, making strategic business decisions and market trends. In context to Cadbury, the
major key performance indicators involves the customer satisfaction, revenue growth, profit
margin, revenue per client and client retention rate. In context to Cadbury, the organisation uses
positioning, segmentation and targeting in the marketing strategy of Cadbury and the brand
positioning is full based upon the psychographic, demographics and behavioural factors.
Individual Role and
Personal Reflection
In context to the marketing my main role is handling the various marketing campaigns and
my role plays a very important role in carrying out various marketing campaigns for the
company. In context to working with my team it was a really great experience for me and my
team members were highly supportive and i got to learn a lot about the team development
process and various factors that are involved in the marketing team. During the entire process i
6

realised that it is important for us to work more on increasing our social media engagement
through carrying out various activities and i got to learn a lot about the various factors which
were involved in the marketing communications planning process (Tillyaxodjayev, A.A., 2020).
CONCLUSION
From the above report, it can be concluded that marketing and team plays a very important
role in the organisation and it is very important to consider all the micro and macro environment
factors that can impact or influence the working of the company. In context to Cadbury, the
organisation already has a strong viability of the product service, brand, communications plan
and proposed marketing. In context to organisation, it is very important for the leaders and
managers to start creating content on social media that will help them in attracting the student
youth audiences for the future.
7

REFERENCES
Books and Journals
Kitchen, P.J., 2020. Marketing communications. In A reader in marketing communications (pp.
1-9). Routledge.
Dwivedi, A. and McDonald, R., 2018. Building brand authenticity in fast-moving consumer
goods via consumer perceptions of brand marketing communications. European Journal of
Marketing.
Giyazova, N.B. and Zayniev, A.A., 2020. Types of marketing communications and their
classification. In International scientific review of the problems of economics, finance and
management (pp. 32-38).
Šerić, M., Ozretić-Došen, Đ. and Škare, V., 2020. How can perceived consistency in marketing
communications influence customer–brand relationship outcomes?. European Management
Journal, 38(2), pp.335-343.
Rossiter, J.R., Percy, L. and Bergkvist, L., 2018. Marketing communications: Objectives,
strategy, tactics. Sage.
Bekimbetova, G., Erkinov, S. and Rakhimov, U., 2021. The role of the branding and integrated
marketing communications to consumer perception. InterConf, pp.113-126.
Whitburn, D., Karg, A. and Turner, P., 2020. The effect of digital integrated marketing
communications on not-for-profit sport consumption behaviors. Journal of sport
management, 34(5), pp.417-434.
Tillyaxodjayev, A.A., 2020. The importance of marketing communications in the development
of kind of sports in Uzbekistan. South Asian Journal of Marketing & Management
Research, 10(12), pp.18-29.
Bashirzadeh, Y., Mai, R. and Faure, C., 2022. How rich is too rich? Visual design elements in
digital marketing communications. International Journal of Research in Marketing, 39(1),
pp.58-76.
8

9