Comparative Analysis of Promotion Mix: Cadbury Dairy Milk and McCafe

This report provides a comprehensive analysis of the promotion mix strategies employed by Cadbury and McCafe. It begins with an introduction to the concept of promotion mix, defining its components and significance in achieving marketing objectives. The report then delves into a comparative analysis of the promotional techniques used by Cadbury, focusing on its Dairy Milk chocolate, and McCafe, a food and beverage chain owned by McDonald's. It examines various elements of the promotion mix, including advertising, selling, direct marketing, sales promotion, and public relations, illustrating how each company utilizes these strategies to reach its target audience, increase brand awareness, and drive sales. The report further explores the role of promotion within the marketing mix, highlighting the integration of promotional activities with other marketing elements to achieve organizational goals. Finally, the report discusses the application of promotional mix in relation to marketing objectives, providing insights into how Cadbury and McCafe align their promotional efforts with their overall marketing strategies. The report concludes by summarizing the key findings and emphasizing the importance of a well-defined promotion mix in achieving marketing success.

Understanding
promotion mix

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Promotion mix of two organizations for selected product or service...............................1
TASK 2 ..........................................................................................................................................5
P2 Role of promotion within marketing mix for Dairy milk..................................................5
M.1 Integration of promotion with marketing mix in Cadbury to achieve the organizational
objectives ...............................................................................................................................7
TASK 3 ...........................................................................................................................................8
D.1 Use of appropriate promotional mix in relation to marketing objectives for Cadbury Dairy
Milk........................................................................................................................................8
CONCLUSION ...............................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Promotion mix is combination of promotional variables which is selected by marketer for
accomplishing their goals (Alalwan, and et. al., 2016). It consists of different promotional
strategies such as advertising, selling, direct marketing, sales promotion and public relations etc.
Prime company which is taken in this assignment is Cadbury that delivers a variety of products
to its customers. Other than this, McCafe will be taken as secondary firm which is basically
owned by McDonald. Report explains about promotional mix of two organizations and describe
products and services. It discusses about selecting a company from chosen organization and role
of promotion in marketing mix of the chosen enterprise. It also emphasise on use of promotional
campaign to help organization to achieve the marketing objectives.
TASK 1
P1 Promotion mix of two organizations for selected product or service
Promotion mix consists of different promotional techniques which are used by company
to promote the product and services (Fan, Lau and Zhao, 2015). It is important to increase
awareness level of all customers. This helps the organization to maintain good image in minds of
all people. Cadbury is one of the second largest and most leading British confectionery brand
that operates its business in more than 50 nations globally. The most renown products of
enterprise includes are Dairy Milk, Roses and Creme Egg selection box etc. On the other hand,
McCafe chain of food and beverage made in Coffee-house-style is operated by McDonald's. In
order to evaluate effectiveness of promotional tools, here is carried out promotional mix which is
mentioned below in comparative form:
Promotional mix of Dairy Milk Chocolate a product of Cadbury:
Advertising: Advertising is a technique in which products and goods are shown at
Television (Geyer and Krumay, 2015). This is medium which impact, persuade and influence
people in unique manner. In order to promote Dairy Milk Chocolate, Cadbury used television
advertising method so that to grab attention of customers in ample numbers. This is one of an
effective approach which helped Cadbury in promoting Dairy Milk Chocolate in areas where
they are doing business. 1905 was the year in which this chocolate bar was introduced for the
first time by Cadbury in consumer market and have become one of famous chocolate bar in
distinctive nations.
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For an example: “Tastes Like This Feels” was a campaign which was conducted by
Cadbury in order to promote Dairy Milk Chocolate where there was an advertisement made to
attract targeted customers in directive way. Thus, this can be considered as a good example of of
this factor of promotional mix. After conducting this campaign, Dairy Milk Chocolate's sales
directly improved in much effective manner. With the help of this, Cadbury raised revenue as
well as reputation at international level. As Dairy Milk was their premium product which was
liked by almost every single person whether he/she is old or a baby with 5 years of age ( KÁdÁr,
2018).
Selling: Selling is a method in which company sell different products by using various
techniques. Cadbury has sold Dairy Milk chocolates with this type of promoting tool. Here,
Cadbury has given price discounts to its consumers depending over festivals or different
occasions. On the other hand, another sales improving technique which has been adopted by this
organisation to Dairy Milk and other related confectionery items. Pack of 2, 3 different sized
Dairy Milk chocolates and some other items has been one of unique way of selling products with
some discounts in prices has been one of effective approach which raised sales of Cadbury.
For an example: Pack of different sized Dairy Milk Chocolates with others (Celebration
Pack) on an occasion can be taken as a good example to understand the selling factor of
promotional mix of Cadbury's chocolate bar. This helps the organization to earn huge revenues
and to enhance the market share. Enterprise can also maintain good image in minds of all
consumers. In past few years, this type of selling is majorly be used by this company in different
nations like India, Philippines, Australia and many more.
Direct marketing: It is an effective technique in which company sell the chocolates to
customers through salesman. In modern world, Cadbury have used this type of marketing
technique in order to promote Dairy Milk. This method also assists the organization to maintain
good image in minds of all people. Text messaging, Telemarketing, E - mails are some of major
direct marketing tools that can be helpful in delivering information to customers of any
modifications or innovation has been brought by Cadbury in Dairy Milk Chocolates. Initially,
firm has used salesman to distribute chocolates and now it is using online methods to promote
Diary Milk Chocolates.
For an example: Developing a story based video of Dairy Milk and uploading it on
YouTube or other social media may aid in improving sales of chocolate bars of Cadbury. This
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helps the organization to reach to more people. In this manner, enterprise can earn huge revenues
and to enhance the market share.
Sales promotion: It is a method in which company can promote different products by
giving discount and firm can also give free gifts with purchased products and services. Cadbury
also give different discounts on Dairy Milk Chocolates and provide free gifts (toys, stickers, etc.)
occasionally to its consumers can be taken as another effective tool of promotion (McCann and
Barlow, 2015). This directly assists the company to earn huge revenues. Enterprise has increased
the market share and they has expanded their activities in many countries.
For an example: Cadbury has given different discounts on variety of Dairy Milk
Chocolates. This is an effective strategy to capture attention of many people. In this manner, firm
can maintain positive image of brand in minds of all customers (Kitchen and Burgmann, 2015).
Organization has also given discounts to many people and also give free gifts such as watches
etc. to attract all people.
Public relations: It is an important concept in which company has to maintain their
positive image (McCann and Barlow, 2015). It is done through discussing about company's
products. For an example : Dairy Milk chocolate which is one of famous product of Cadbury and
its reputation among social people. This can be considered as something which may directly put
impact sales of Dairy Milk. In previous years, there were number of issues like infectious insects
in chocolate bars has become viral which directly impacted on reputation of product and
impacted negatively on its sales. The Cadbury major controversy is that there is found of insect
in the dairy milk bars through which they are lose their customers. This will damage their public
image in badly manner (Cadbury Crisis Management (Worm Controversy). 2018). The press
release by CNBC TV18 taken statement of Cadbury “the infestation is not possible in the
production stage and poor storage at retailers is most likely factor for the case of worms”.
For an example: Cadbury's Dairy Milk chocolate kept its image positive in all
demographic segments. On the other hand, conduction of CSR activities by Cadbury with
keeping an aim of improving social standards and sales of organisation. Gains the understanding
of all factors which can impact on image of Dairy Milk Chocolate and key factors that can affect
perception of consumers for this chocolate bar. There is second step in which company creates
goals and objectives of campaign and the problems under which campaign is operating. In third
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step company outlines the activities and strategies and fourth is to communicate with public.
Fifth is receiving feedback from customers.
Sponsorship – Cadbury sponsor Olympic in the London in the year of 2012 and there are
around 2.5 million social media fans are access their social media channels through twitter,
Facebook and google. The company post their logo at the front side of the ground which seen by
all the audience. Along with this, they are providing free products at the event which gaining
attention of customers. The events are helpful for enhancing sales volume by spreading
awareness among people in the place. They are promoting their items in the ground through
banners and distributing templates among people. With the help of this event, the firm can raise
their reputation and goodwill in the large market place.
Promotion mix of McDonald's McCafe Range :
McCafe is owned by McDonald and deals in a coffee house style beverage and food
chain. Its serves large variety of confectionery products in all over the world. It has evaluated
that McCafe which is a food and beverage chain has been doing in various countries. Some
promotional techniques used by McDonald's Company in order to promote its McCafe products
are described as below:
Advertisement: In order to promote a range of McCafe products like coffee, strawberry
shakes and other variety of beverages and confectionery products, McDonald's has used
advertisement technique of marketing. Along with this, for attaining minds of customers towards
its products, this firm has used different techniques of advertisement like 'warm up the
conversations' etc. Due to this reason, organization has maintained unique image in minds of all
user's. In order to advertise products, McCafe concern more on selling benefits of the same to
customers instead of features. For this process, by adding 3D effects and cartoon characters in
ads help in persuading potential buyers. Along with this, in place of magazine, McCafe advertise
its products on television more. For example, Ronald McDonald which is a frictional character
represented by McDonald's. As per the recent advertisement of McCafe is “Nothing comes
before coffee:Personal Trainer” which help in gaining attention of large number of customers
towards their products. McCafe introduce its line of espresso drinks insisting that nothing comes
before coffee.
Selling: Company can increase sales by using different methods of sales promotional
activities like providing discounts, offering products in Combo on affordable rates and more.
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This directly helps the organization to attract many people (Posner, Williams and Posner, 2015).
For example, McCafe usually give discounts on occasions like Christmas, Easter, Halloween,
Thanksgiving Day and many more. This would help in earning high profitability of business. For
example, McCafe staff members serve variety of offers to their customers and motivate them for
selecting large meal in size which is more in low price. The restaurant employees are encourage
them for consuming different type of items. Also they are providing new and special offers to
their buyers for making interest in their products.
Direct marketing: It is a technique in which products are sold to customers directly by
mail order. In this process, McCafe used to interact with people by using a variety of media like
email, websites, advertisement on television and more. This would help in gaining high attraction
of customers towards products. For example, McCafe sell drinks through online applications.
This results in grabbing attention of consumers and may aid in generating high revenue. This
assists the organization to enhance the market share and to maintain good image in minds of all
people. The McCafe use direct marketing by distributing or promotional activities directly
through posting ads of their products on internet. McCafe have main benefit for target those
desired customers who are keen and they are mainly paying attention on their latest offering
products, for example, they are providing mail related to forthcoming goods to enthusiasm and
acute buyers.
Sales promotion: This is being considered as an another method which is being utilised
by McCafe in order to promote range of its products by giving discount and firm can also give
free gifts with purchased products and services (McCann and Barlow, 2015). With the help of
this, McCafe may easily promote its range of products in much effective and efficient manner.
For an example: McCafe gives different discounts on its products with many products like
crushers, shakes or special rebates which may aid them in hitting their targets.
Public relations: This can be defined as professional maintenance of public image in
order to create favourable conditions for an organisation. Main objective is to inform the public
and persuade them to think in positive manner regarding McCafe's products. This helps the
organization to increase the knowledge and to enhance the awareness level of all people (Fan,
Lau and Zhao, 2015). This results in creating strong relationship with many consumers in all
over world and developing stronger image of McCafe range. For example: On different
occasions or festivals like Easter, Thanksgiving Day and Christmas where McCafe's products
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were sold out for free (Specific hours) can be taken as a good example of building up effective
public relations with the society. In 2017, McCafe Owned by McDonald launch Ready-to-Drink
Frappés using press release that company is looking for expansion opportunities to deploy this
products worldwide. Also through diverse complementary range and Coca-Cola distribution
dissemination of products will be done. This was a successful release which was able to create
good product recognition and managed the launching of new products.
Sponsorship – McCafe sponsor by providing financial support in exchange of their name
which has been described in the product. The recent sponsorship of McCafe is Walt Disney for
getting good publicity. In this, the company giving free tickets to the football matches within
happy meal boxes to their customers. As per this outcome, the match is advertise through
McCafe meal box and they are promote their goods in the stadium by banners or templates.
Basis Cadbury McDonald's
Different products
It consists of different
chocolates such as Dairy Milk
big taste Caramel Peanut
Crisp, Dairy Milk Big Taste
Oreo Crunch, Dairy Milk Big
Taste Toffee Whole nut, Dairy
milk Duo, Dairy milk fruit &
nut, Dairy milk Mint Crisp,
Dairy milk Oreo, Dairy milk
Bournville etc.
McDonald's distributes Mac-
cafe products such as
raspberry, strawberry
lemonade, flat white, hot
chocolate, Cappuccino, black
coffee, white coffee, raspberry
ripple iced cooler, frozen
strawberry lemonade, caramel
iced frappe, chocolate muffin
etc.
TASK 2
P2 Role of promotion within marketing mix for Dairy milk
Marketing mix consists of 4P's which includes product, price, place and promotion. It
consists of different tools which help the company in taking management decisions. 4 P's of
Dairy Milk are described below (Marketing Mix of Dairy Milk – Dairy Milk Marketing Mix,
2018):
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Source: Marketing Mix, 2018
Product: Cadbury has distributed many chocolates such as Dairy Milk big taste Triple
Choc Sensation, Dairy Milk Taste Toffee Whole Nut, Diary Milk Turkish, Dairy Milk Big Taste
Oreo Crunch etc. It provides variety of chocolates to users and it helps the organization in
enhancing the revenues as well as enhancing the market share. Promotion plays an important role
in this point (Shao, Jones and Grace, 2015). Without promotion, people do not have knowledge
regarding the product. Hence, promotion is important to promote variety of chocolate in unique
manner. For example, Cadbury can use advertisement, online promotion, sales promotion to
promote Dairy Milk chocolates. If there is no promotion, then organization cannot increase the
awareness level of brand in society. Promotion is very important to promote different products.
Cadbury use promotional methods for attracting large customers along with highlighting the
products features with the help of social media, direct selling and advertisement. These methods
assist in increasing sales volume of commodities of the company products. They are using
promotion techniques can be used for achieving desired goals and objectives such as developing
brand loyalty and creating product awareness. The company are appeal for its products among
customer by position at the top level of the market and building good image in the mind of
buyers.
Price: This factor is related with quality of goods provided by the firm as Cadbury
products are sold at higher prices like Bournville whereas others at reasonable price which can
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Illustration 1: Marketing Mix

be purchased by normal people as well. For example: although perk, five star, eclairs are less at
cost but gives the taste of Cadbury. Therefore, Dairy Milk is consider as a premium brand of
Cadbury and stands in a better position through proper branding and promotion that lead to its
popularity among consumers and international market. Promotion is an act that is very effective
for attracting a large number of customers as this assist firm in communicating quality of goods.
Other than this, promotional activity highlights the special offers like buy one get one free.
Promotion can be used for highlight the price when they provide quality based products in low
rate for their customers. Various techniques or methods of promotions help in addressing the
goods value which are affordable for each class of people. If company lower their price of
products so this will attract more customers from company then it is automatically enhancing in
the sales volume. Yes, they are using discounting method at the time of introducing new
flavoured dairy milk goods in the market area because they want to increase their firm reputation
as well as profitability.
For example, initially, Cadbury has launched Dairy Milk and now it has launched
Cadbury celebrations in which Dairy Milk and other chocolates are distributed. This method was
launched by Cadbury to attract more people and this results in capturing attention of more people
(Wu, 2016).
Place: Products of Cadbury are very famous around the world and they are strong in
urban areas. In terms of the company, they are following Fast Moving Consumer Goods(FMCG)
in order to fulfil the demands and need of consumers. In regards to place, Dairy Milk's,
Bournville and other chocolates are manufactured in England, for which promotion, company
also create or air advertisements in which they promote product using details of the best cocoa
beans purchased from Ghana for making superior quality chocolates. Other than this, company
have different stores opened in various places such as grocery store, convenience store, discount
store and supermarket etc. Without promotion, company cannot interact with their customers
regarding the information and data. Without promotion, company cannot increase the
awarenesses level among people and people cannot have knowledge regarding different stores.
So, promotion plays an important role in place. For example, if company promote their product
at the mall by distributing coupons so this will gaining attention of large number of buyers
towards Cadbury. This will help in creating awareness among customer regarding new products
which are introduce by firm at different places.
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For example: Cadbury has launched different Dairy Milk chocolates such as France,
China, Brazil, Russia, Italy, United Kingdom and Pakistan etc. This results in earning of huge
revenues and company can enhance the market share. Organization has expanded their activities
and tasks in minds of all customer's. This results in enhancing the reputation of firm in minds of
all customer's (Soltani and Davanloo, 2016).
Packaging – It define the process for designing, evaluating and developing desired
products and it can be used for protect, prevent and secure their goods. If Cadbury properly
deliver their customers products at their home with safety so this will enhancing its goodwill in
the market. Along with this, it is increasing sales of new goods and reaching with income. The
company promote their products by using various methods such as social media, TV,
advertisement, etc. and make differ in their goods against their competitors.
All the factors that are mentioned above are followed by Cadbury in order to promote
their products so that consumer's base can be increased. As a result it is assisting company in
generating more and more revenues in a given period of time.
M.1 Integration of promotion with marketing mix in Cadbury to achieve the organizational
objectives
Promotional activities are crucial for a company for letting their customers know about
the products and services a respective firm are providing. It can be said that promotional
activities can be linked or integrated with marketing mix in order to gain long term brand
building and some of the factors through which company can achieve their marketing aims and
objectives are given below:
Consistency: It is determine as one of the important concept in integrating promotions
and with the help of this Cadbury can build brand, persuade more and more customers, attaining
market share and also for achieving long term loyalty. Therefore, Cadbury is developing
advertisement on different themes on a continuous basis for attracting large number of customers
towards them. For example: Mum's Birthday, which defines the little acts of kindness that
happens everyday. This will help customers in connecting with advertisement and gradually it
will improve the customer base and finally increase sales and profitability.
Coordination: It is consider as an another promotional integration because it is crucial
for an organisation to properly plan marketing and promotions activities. Thus, it is important for
company to set a specific time, select appropriate strategy so that promotions can be done which
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can have an effect on customers mind for a long period of time. For this, Cadbury is using
various media tools and technologies. For example: Company, in front of their customers is
promoting itself as a wholesome product of togetherness. As a result, with the help of Cadbury
people can strengthen their public relations. Thus, firm is promoting all its activities in proper
coordination whether it is related to print media, social media platform, advertisements and many
more. Therefore, Cadbury amongst other rival company has sustained a better position in the
market area.
Reach: Most of the company work with the motive of gaining maximum benefits and
this can be gained by reaching out to maximum number of people. Thus, Cadbury nationally and
internationally promoting their advertisements through radio, newspapers, magazines and
televisions. In terms of Cadbury, as they are operating globally and using concentrated media
mix therefore, it is assisting company in reaching to their audiences on large number as a result,
it is increasing firm's customer base.
Repetition: It can be linked with reach because the factor is crucial in order to gain
repetition with each target customers. In relation with Cadbury, as they are promoting different
advertisements on a regular basis thus, it is assisting firm in sustain customer for a longer period
of time.
Cadbury objective is to enhance the satisfaction level of all customer's by delivering good
quality of chocolates. This results in capturing attention of all people. Promotion is important in
every company so that it can increase the awareness level of brand in front of all user's (SAM,
2017). It is related with marketing mix of the organization. It helps the organization to promote
the products and to accomplish the objectives. It is a part of the marketing mix and company
promotes the product in unique manner. This helps the company to give the knowledge regarding
price, place and product. This assists the company to increase the level of satisfaction and to earn
huge revenues. With the help of integrated marketing plans, Cadbury is building a better relation
with customers. For example: Dairy milk, product of Cadbury is offering everyday moments
which is enabling them in maintaining good public relations. Therefore, with the help of
promotional activities, they are going to different places for knowing the behaviour of customers
and marketing mix is assisting company in doing so.
The main objective of Cadbury are in the Dairy milk are they are using best quality
ingredients while making products. The Cadbury using promotion which is considered as
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