Cadbury Communication Mix Essay

What is the confabulation mix of Cadbury?The marketing communications mix consists of v major modes of communication1. Advertising in the fiber of Cadbury, publicizing is make use ofd to mannikin a long image of the crossroad Cadbury must(prenominal) therefore by its media posture be the market champion and necessitate the grease message Television is the advised primary culture medium of communication as it has mass r to each one, a favourable image, high prestige value and is attention acquire Cadbury also advertise with magazines, radio, promotions, online etc Consumers ability believe that a heavily advertised brand must offer good value The reek of Cadburys cocoa has long been the focus of Cadburys advert. This has been supported by the slogan a supply and a half of full cream milk in every 200 grams, accompanied by a picture of milk pouring into the Cadburys Dairy Milk deep brown block. The image has hold up an integral part of the packaging design and has been featured in magazines, and on buses and trains, billboards, and of course television.2. Sales promotions Cadbury use sales-promotion tolls to draw a stronger and quicker buyer response It contribute be use for short-run printinguate to dramatise product offers The Go An different Cadbury promotion encourages customers to purchasepromotionally marked Cadbury products for a chance to pass on free chocolate bars. This is just one of the many Cadbury promtions.3. Public Relations The thought behind overt relations, is that it provides advertising to a large audience as well as generates a welcoming fellowship likeness more or less the company Well-thought-out programs coordinated with the other promotion-mix elements can be extremely effective Cadbury be committed to a strategy of growing community value around the world and are focalisation on investments in the principal areas of education and enterprise, health and welfare and the environment. Cadbury recognise that p rosperous, educated and socially comprehensive communities are central to its success. Cadbury are proud of their investment in the community and the contribution made by employees around the world. Creating value in the community is part of their heritage and integral to achieving the core purpose of workings together to create brands people love. Some of the major events and projects that Cadbury support are the Students In Free Enterprise, Foodbank, class Club, Melbourne Cup Carnival, Royal Show, Worlds Largest Annual Easter Egg Hunt and the three condemnation AFL premiership champion Brisbane LionsPersonal Selling is the most effective tool at later stages of the buying process, specially in building up buyer preference, conviction and action.Direct Marketing use of mail, telephone, fax, e-mail or internet to communicate directly with or solicit response or dialogue from customers in the case of Cadbury this deals more with customers such(prenominal) as supermarkets to help with the set up or organisation of promotions, displays or sideWhich media seem to be the most important and for which marketing purpose?CDM is undeniably the leader brand of not only the Cadburys basket but also the chocolate segment as a on the whole and is in a sense almost generic to the category in the country. CDM must therefore through its media posture be the brand champion and carry the brand message. With half the advertising spends of Cadburys, CDM must build on the brand equity through a premium marketing strategy that reflects in the media communication and positioning as well. This would translate to large and continuous brand presence. Television is the advised primary medium of communication as it has mass reach, a favourable image, high prestige value and is attention getting while having low cost per exposure for a high absolute spend.The media will go hand-in-hand with the advertising in reaching the expanding target audience the brand is reaching out to. Herei n, the media must also accoutrement the youthful exuberance and rebelliousness of the advertising communication. Caution should be maintained not to dent brand equity while increasing penetration in smaller t delivers by using locally targeted media impart in a manner that will allow capitalisation of the premiumness of the brand.A strategic brand n the Cadburys inventory, it is the only brand facing competitive ad spend from Nestle in its sub-category and so must build on its strengths and plug its weaknesses within its restrictions. The target audience is well defined and an just different gamut with regard to communication strategies including media vehicles. The primary target is school-going children and though mothers as buyers are enticed by the advertising message of goodness of milk it is primarily the children who act as influencers and are to be spoken to through the advertising and consequently the media.The media again acting as a support of the advertising propositio n and creation a high-visibility strong presence andrecall value brand with the TG. A comparatively tight calculate calls for media innovation, which may include reaching out directly to schoolchildren via direct marketing strategies to supplement other media channels. This can be kept in mind while considering the implementation of the media posture.Cadburys communication, like its brand record is a reflection of the relationship it shares with its consumers. Cadburys Dairy Milk is the brand leader and in effect the mouthpiece of the Cadburys range, through which it prosperedly attempts to remain the almost generic leader of the category, defining its own territory and the segment it operates in. Media priority therefore is CDM, which is the brand image and should therefore be the prime-mover in retaining cap of the mind recall through its advertising and media channels.Cadburys has identified these brand value and adjusts its advertising strategies to reflect these determin e in different markets. Its strategy can vary from increasing brand awareness, educating potential customers about a bare-ass product, increasing seasonal purchases, or as is currently the case in the subscribe to Cadbury weightlift to highlight the positive aflame value of the brand.After identifying brand values the marketing manager must match these to the specific market. For this reason it is important to identify possible segments that have specific needs, and to highlight usurp brand values that will promote the brand in that market.The Cadbury product range addresses the needs of each and every consumer, from childhood to maturity, from impulse purchase to family treats. For example an analysis of the gift sector highlights the importance of ontogenesis innovative products to address specific markets. Cadbury designs products to coincide with Christmas, Easter, Valentines, Mothers and Fathers Day and other calendar landmarks. Cadbury use marketing strategies such as th e Choose Cadbury strategy to encourage a combine between chocolate and these events ensuring there is a Cadbury chocolate product suitable and available for every occasion.The candy store market is full of brands that need to fight for our attention. The role of advertising is to keep a brand in the mind of the consumer. We are constantly presented with countless brand images and messages on a daily basis. During the lifetime of a brand, companies will develop marketing strategies that communicate brand identity and core values to gain our attention. In order to keep its product competitive and contemporary, these messages need to change over time.Cadbury provides one of the most successful examples of how an advertising message can be modified from one campaign to the next to attribute new values to a brand giving consumers more reasons to buy Cadburys. Healthy brand equity or brand strength is critical in an impulse-driven, competitive market. Advertising plays a key role in main taining this strength. Cadbury employs all types of advertising from the internet to posters, from TV, radio and cinema to print media. This same creative message is because communicated through point of sale, merchandising, package design and public relations.The Choose Cadbury Marketing StrategyThe glass and a half , corporate purple and flowing script has become synonymous with Cadbury these design elements have been used to great effect in developing the connotation of goodness that this imagery suggests. In the 1980s another(prenominal) vital attribute prove was highlighted. Regardless of national preferences about how chocolate should taste (e.g. dark chocolate is traditionally more popular in Europe whereas Australians prefer creamier milk chocolate) the implication was clear Cadbury offers taste and texture that appeals to all. In the 1990s further emphasis was placed on taste. The strapline Chocolate is Cadbury, which was create upon previous brand values and allowed Cadbury to stake its claim and pickings ownership of the word chocolate and the chocolate eating experience.Earlier this year, Cadbury introduced a new global marketing strategy called Choose Cadbury. This strategy came about as a result of extensive research into consumer behaviour and perception. It is a campaign that perfectly illustrates how a brand can evolve and how different messages can becommunicated without losing the core strength and brand values that are already established.The classic icons have played a major role in establishing the facial expression and feel of how Cadburys advertisements should look through successive campaigns. These key look and feel icons were heavily researched to stop up that the messages they impart are always relevant to the Cadbury consumer. In depth customer research is conducted to test these messages. interrogation results confirmed that colour recognition of dark purple is strongly associated with Cadbury. Its logo is readily recogni sed and loads a ninety six per cent recognition level alongside other global brands such as Coca Cola and McDonalds. The glass and a half symbol, which plays a key role in the current Choose Cadbury strategy, continues to communicate the quality and superior taste of Cadburys chocolate.The central message of the Choose Cadbury strategy hinges on the established glass and a half symbol. Is the glass half full or half empty? Cadbury suggests that the glass is always half full appealing to our emotions. Therefore, in choosing Cadbury we are taking a decision to embrace the positive. This optimistic metaphor is, according to consumer testing in the UK and Australia, well dumb amongst consumers. In this Choose Cadbury campaign, the product ingredient of milk has been elevated from a practical, rational platform to an emotional one Cadbury can deliver on optimism, happiness and a feel-good factor. If a brand can do all this, the decision to purchase this brand over all other chocolate b rands seems to be crystal clear and inevitable.The Choose Cadbury strapline is a call to action designed to motivate us. We are not expected to merely absorb the advertising message, we are being called upon to make a conscious purchase decision. We are lull that the Cadbury product will remain unchanged, (Cadbury is Chocolate and it still tastes good), but we are given more reasons to remain brand loyal (Cadbury is Chocolate feels good i.e. positive, uplifting, mood enhancing, providing enjoyment and happiness). At no stage in the evolution of the Cadbury brand has there been as much reliance on taking ownership of the emotional side of eating chocolate as there is now. Owning the emotional territory for chocolate helps Cadbury toelevate its product in the mind of the consumer. With the Choose Cadbury campaign consumers are being offered both logical and emotional reasons to buy a Cadbury product as a first option on every occasion.