Assignment on marketing communication mix of Cadbury Submitted to Mrs.

Ruby Chanda
Advertising: Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media (Bovee, 1992). Television, the print media and posters have been the main media of communication for Cadburys advertisements. Cadburys TV campaign was devised illustrating the essential consumption occasions. For example, the eight weeks campaign of Cadburys TV advertising to be showed in the evening time was seen by its target audience and it had reached 85% of the market. In addition, according to the sources from Cadburys website, there are other types of advertising form being used in Cadbury which is the trade advertising, informative advertising and the consumer advertising. Cadbury has launched a lot of periodic trade advertising to monitor quality checks and educate its retailers as well as promoting sales. For the purpose of inform and remind customers, Cadbury published an advertising regarding the facts about Cadbury in 55 trade publications. Cadbury never ignore the importance of consumer advertising that people can see many Cadburys advertising in newspaper, magazine, Cadburys website and so on. More importance, Cadbury has launched a response cell through toll free number and an email id to encourage its customers to give feedback. Transition of Cadbury ads from older days to present days 1) Old Ads Focuses on cricket. Spread joy Focusing on different professions

2) New ads More trendy Teenage oriented More events oriented.

ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS The sales of product in the market depend upon advertising which is one of the factors that boosts the sales of the product in the market. Advertising can be in the form of print advertising, banner advertising, advertising on Television, radio advertising and of course advertisement on Internet. Over the last several years internet has emerged as a strong and successful platform for advertising a product by using different ways and methods to attract the attention of the customers. There are various ways to capture the thought process, which runs in the minds of the customers, and it is done on a regular basis through the medium of advertising. The purpose of running an advertising campaign is to generate the interest of new customers into the product, and to sustain the interest of regular customers in the product, so that there mind remains focused on the brand name and image of the product. Thus the advertisement of the same product can be seen simultaneously at many different places. Cadbury's advertisement can be seen during the late evening hours when different soap opera are broadcasted. Then on switching on the laptop to check the emails received during the day, the advertisement of Cadbury can be seen again, but of course, this time the form of advertisement i.e. size of advertisement is small, it looks like a teaser and the medium is different, here internet playing an important role. At weekend while going through the shopping mall the same advertisement of Cadbury can be seen highlighted in big posters and banners, giving more prominence to brand name, the product name and in order to attract the customer's attention, theme of the advertisement also been a part of the poster, which also gets highlighted. Different brand names, different products and different ways of promoting the product. For Example:When Sun feast biscuits were initially launched, there was an aggressive advertisement campaign that was been done for the Sun feast biscuits by putting stalls at different places, where maximum number of customers come regularly, like for instance there was a stall of Sun feast biscuit at an exhibition which was been held on a ground, where there were number of different stalls and at the end when the customers are about to leave the exhibition there are different food stalls and refreshment stalls.

Amongst the various different stalls in the exhibition, one stall was that of Sun feast biscuits and there were sizable number of customers, who were keen and eager to know more about Sun feast biscuits and some were even purchasing the biscuits. A few days later the same stall was seen at a shopping mall and now the number of customers were more than before. The reason being advertisements of Sun feast biscuits been shown on TV. Later on Shah Rukh was roped in for the advertisement of Sun feast biscuits and now Sun feast is a known to a large number of customers. Thus initially for any brand name it is important to gauge and know the customer's reaction, their opinion and views, and then slowly introducing the product in the market for the customers on a regular basis. So advertising here also plays a major role, banners and dangles must be attractive at the time of initial launch of the product. While advertising on the internet there are many customers, who visit the Cybercafe and obviously they also comes across the advertisements. So there are different ways to grab the attention of these customers. Many times prominent websites like MSN, Yahoo and other big names related to websites are roped in and then there is a different format which is used to make sure that the customers make a note of the advertisement and pay attention to the product details. Like for instance there is a Contest which is been conducted wherein the customer will have to fill in the small form which requires his Full Name, mobile number, Address and email ID. Once these details are filled in the customer has to make sure that he has given the correct answer to the question and then submit the form. This is where Cybercafe customers are concerned. Many a times during movies and during cricket matches there are online contests, which are conducted where the customer has to select the right answer by clicking on one of the four different options provided to him i.e. A, B,C and D and then SMS the right answer on the given mobile number. There are mobile compaines who have conducted these kind of contests, recently MicroMax has done this contest during cricket matches. Thus customers are always there, each individual customer has his own purchasing capacity, but when it comes to decision making by the customer with respect to brand names

many times advertising plays an important factor in the process of purchasing the product. This happens at the time when the customer makes a final decision. Many brand names re-launch their products in the market depending upon the previous reaction received and upon the fact that what were the additional features that were required in the product because of which sales dropped. It is important that the customer knows about different brand names irrespective of the fact, which product, he buys at the end of the day. This is where advertising and promoting a product in the market plays a dominant role. Media Advertising- Use of available media channels, meaning cinema, TV, radio, press and the internet. In other words the Cadbury should focus on the media through which it reaches its primary target market-young people of age 16- 35. During the pre launch campaign Cadbury should not address the controversy; however it should make it clear that the product is not suitable for age below 15 and not advisable for pregnant women. This way the competition will keep their mouth shut and their will be no post launch negativism in Singapore. This will be done a month before the launch. Direct marketing: Direct marketing defines the practice of directly provide the promotional information to potential customers instead of through a media. Direct marketing enable firms to build close relationship with their customers and collect the most relevant customer information. Direct marketing is cheaper and quick way to get in touch with your target customers and offer more choices as firms cutout the inter-mediators. For example, telemarketing is a fast growing form of direct marketing in the recent years. For the purpose of boosting the awareness and stimulating sales, Cadbury Trebor Bassett had launched a series of direct marketing campaign such as the dairy milks door drop campaign through the leaflet firms. Mailings and inserts to house is being frequently used in the Cadburys direct marketing campaign and those campaigns have meet the objectives of Cadbury such as increasing the sales dramatically during the campaign time and it conducted a lot of valid customer information. For example, Cadburys multi-award winning campaign like the Real Taste of Life to capture the child like spontaneity in every adult had reached extreme success. Moreover, in order to extend the reach of its popular gorilla campaign and capitalize the target customers of 18-34 years old, Cadbury had created the Vodafone mobile marketing to deliver extra content and take the brand awareness and brand identity to a new level amongst the target audience.

Interactive media : The interactive media is more effective than traditional media because it allows customers to participate and give feedback throughout the process of purchase and consumption. Interactive media can take many forms such as the company website, mail box and virtual reality mall kiosks. The frequently asked questions on Cadburys website are being used effectively at all time for customers. For example, the FAQ has provided information as we were listened and fixed as New Zealand customers complain the palm oil in Cadbury dairy milk chocolate. And now the cocoa butter only Cadbury dairy milk chocolates are back in the New Zealand market. In addition, Cadbury likes its customers to engage in the operations so as to offer the desired taste of chocolate for its target customers. Moreover, customers can chat on the Cadburys community website to obtain more product information and provide feedback to the Cadbury management team. For example, customers are encouraged to joint the promotions of Cadburys Online Community competition, Great Picnic Challenge and the Top Gear Live Promotion. Sales promotion: Sales promotion is a common strategy that used to offer extra value or incentive for the product to the sales force, distributors or ultimate consumers. Sales promotion can be consumer oriented and trade oriented, businesses could take one of them or combine two together if require. Samples given, coupons given, bonus packs and price off deals are very common form of consumer oriented sales promotion. Trade oriented promotion can be done through trade allowances, trade shows, cooperative advertising and so on. Cadbury has launched many sales promotion activities especially the customer oriented promotion that customers can benefit from it such as the Cadbury dairy milk buttons had launched the kids campaign in the city centre in April last year, the target audience of the campaign is parents with kids and the campaign include treasure hunts, face painting, storytelling and biscuit and button decorating. Furthermore, Cadbury has been launching the yearly discount selling or price off sales promotion activities during Christmas time in supermarket for a long time and it does increase sales dramatically every year. Publicity/public relation: Business trend to use the news or business press to create and carry positive images or stories about their business and products for the purpose of stimulate their sales and operations. Therefore, building a good relationship with local press representatives to support good reputation in the public is significantly important for firms because people like to support firms with positive image and good reputation. However, public relation is a risky way of communication due to firms cannot control the infection in negative aspects. Cadbury utilizes variety of tactics for the public relation such as the activities of sponsorship of screenclick.com, the radio promotion, media gift, product placement and point of sales. Cadbury has put much

attention to the concern of publicity such as the company always inform to consumers about its changes. For instance, consumers can see the business evolution information on Cadbury website like the NZ Product Changes Q & A The most distinctive form of building public relation for Cadbury is its Trading Terms that declare the Cadbury conditions of purchase for detailers to offer the best quality of chocolate and service for consumers. The Cadbury Nutritional labeling global standard to explain about consumer health and ingredient are also indicated on the company website which include the detailed product information and consumer health issues. Sponsorships: Sponsorships is the branding marketing that businesses invest to support a particular event, program or project so as to gain the commercial advantages and showing their advertisement. For example, firms involve coordinated beyond the banner placements in special event in order to broadening its competitive edge by improving the companys awareness, image, prestige and credibility. Sport sponsorships is a popular trend that many firms used to foster their brand loyalty program in the modern time. Cadbury has a long tradition of sports sponsorship, both in its original country and of supporting major international events. Cadbury New Zealand had announced to be the official treat provider of the New Zealand Olympic Teams for Vancouver 2010 and London 2012. In addition, its easy to find out the information about Cadburys international sponsorships promotions such as the Coronation Street and Cadbury's Chocolate and the Cadbury sweeten London 2012 sponsorship. Personal selling: Personal selling is a two ways communication between sellers and buyers and it can be done through face to face, via the internet or telephone. From personal selling, firms can gain the feedback quickly from customers, demonstrate the benefits of particular products and adjust their message immediately to capture customers concern and desire needs. Personal selling had been used long time ago by Cadbury and it is not being used anymore as brand awareness and brand identity of the Cadbury was increased dramatically By Karan Grover Roll no. 16 MMM A