Integreted Marketing Communication in Cadbury
What is Integrated Marketing Communications (IMC)? Integrated Marketing Communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.
Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness.
IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation.
Brand strategies and their tactics can be viewed on the Integrated Brands site. Cadbury Profile:- About Cadbury’s Dairy Milk: Long ago in 1866 the Cadbury brothers were busy pioneeringtheir drinking chocolate recipe. However, they wanted to givetheir chocolate fans more. 30 years went by with the brothers dreaming up new ideas and then inspiration struck. What would happen if you put fresh milk into chocolate? That’s why since1905, Cadbury Dairy Milk still contains a glass and a half of fresh milk in every half pound of milk chocolate.
Cadbury Dairy Milk is full of beans, Cocoa beans to be precise. And all from one place: Ghana. They believe that Ghanaian beans are so delicious that we’re happy to pay premium prices for them. They think it’s worth it to give us that unique Cadbury Dairy Milk taste that we all love so much. Everyone knows the not so secret ingredient of how Cadbury Dairy Milk is made so creamy. However, not many people knowhow dairy milk chocolate is made so chocolatey. It’s all thanks to the beautiful tropical country of Ghana in West Africa that helps make our Cadbury Dairy Milk taste so special.
The Cadbury’s dairy milk contains a whole glass and a half goes into every single half pound of chocolate. That’s why it tastes so delicious and that’s why is named as Cadbury’s dairy milk. Cadbury Dairy Milk, produced in Bournville UK, uses fresh liquidmilk sourced from dedicated dairy farmers in the UK. CadburyDairy Milk is also produced in Ireland and uses fresh, liquid Irishmilk to create the unique chocolate taste. INTRODUCTION Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands.
They employ around 50,000 people and have direct operations in over 60 countries, selling their products in almost every country around the world. In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior),Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. their core purpose “creating brands people love” captures the spirit of what they are trying to achieve as a business. hey collaborate and work as teams to convert products into brands. Simply put, they spread happiness! Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk , 5 Star , Perk ,Eclairs and Celebrations. Cadbury enjoys a value market share of over 70% – the highest Cadbury brand share in the world!
Our flagship brand Cadbury Dairy Milk is considered the “gold standard” for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment their main product is Bournvita – the leading Malted Food Drink (MFD)in the country. Similarly in the medicated candy category Halls is the undisputed leader. they recently entered the gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India.
For over two decades, they have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Their Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. They also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. their efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree! Today, they are poised in their leap towards quantum growth.
Cadbury is world’s leading Confectionery Company. HISTORY:- 1948 – The Company was incorporated on 19th July, as a private limited company under the name of Cadbury-Fry (India) Private Limited and commence business soon thereafter. Manufacturing facilities were setup gradually. 1964 – The Company undertook at its own cost and responsibility the development of cocoa growing in the country. A specialist cocoa advisory service was created. A cocoa research centre was also created together with seeding nurseries and distribution centers. – Through its subsidiary, Induri Farm Ltd. the Company had set up facilities near Pune to breed cattle that would give improved yield of milk at economic feeding costs. 1967 – Cadbury introduced the `Five Star and Gems’ chocolates in 1967 and 1968 respectively. 1977 – The name of the Company was changed from Cadbury-Fry (India) Pvt. Ltd. , to Cadbury India Pvt. Ltd. ,on 7th June. It was converted into A public limited company on 11th June. Our locations in India Registered Office| Cadbury India ltd. Cadbury House 19, B Desai Road Mumbai 400 026 Maharashtra India Tel: +91 22 4007 3100| Indicative map of India | | | | | | | PURPOSE AND VALUES
Objective: Grow shareholder value…over the long term. Strategy: Create robust and sustainable regional positions in our core categories of confectionery and beverages through organic growth, acquisition and disposal. Process: They achieve this by Managing For Value. Managing for Value Process incorporates: •Setting stretched financial objectives. •Adopting Value Based Management for major strategic and operational decisions and business systems. •Creating an outstanding leadership capability within our management. •Sharpening our company culture to reflect accountability, Aggressiveness and adaptability. Aligning our management rewards structure with the interests of our Share owners across the country. MILESTONES OF CADBURY * The June 2003 issue of Business Today identified Cadbury India as one of India’s best-managed companies in 2003. * Cadbury India was identified as one of India’s Best Managed Companies in2003. * India’s Finance Minister, Mr Jaswant Singh at Business Today’s Best Managed Companies Awards ceremony, felicitated Mr Bharat Puri, Managing Director of Cadbury India. * It was the only Multinational Company featured in the list of Best * Managed companies in India.
Components of IMC Related to Cadbury:- # Advertising Advertising or advertizing is a form of communication used to encourage or persuade an audience (viewers, readers or listeners; sometimes a specific group of people) to continue or take some new action. Most commonly, the desired result is to drive consumer behavior with respect to a commercial offering, although political and ideological advertising is also common. The purpose of advertising may also be to reassure employees or shareholders that a company is viable or successful.
Advertising messages are usually paid for by sponsors and viewed via various traditional media; including mass media such as newspaper, magazines, television commercial, radio advertisement, outdoor advertising or direct mail; or new media such as blogs, websites or text messages. Commercial advertisers often seek to generate increased consumption of their products or services through “branding,” which involves the repetition of an image or product name in an effort to associate certain qualities with the brand in the minds of consumers.
Non-commercial advertisers who spend money to advertise items other than a consumer product or service include political parties, interest groups, religious organizations and governmental agencies. Nonprofit organizations may rely on free modes of persuasion, such as a public service announcement (PSA). Advertising by Cadbury:- Cadbury India has unveiled a new campaign that continues with the brand’s ‘Kucch Meetha Ho Jaye’ positioning. Created by Ogilvy & Mather, the campaign revolves around the theme of ‘Pay Day’, which is associated with happiness by most people.
Commenting about Cadbury’s latest communication, Sanjay Purohit, director – marketing, Cadbury India said, “This new campaign takes the concept of celebrations to yet another level. With the Pappu and Miss Palampur campaigns, Cadbury Dairy Milk created a space for itself during the big, community celebration moments. This new commercial keeps the core promise of happiness while introducing another ‘moment of joy’ in one’s life. Also, the new TVC highlights the celebratory occasion of pay day, which is an important event in the life of every middle-class Indian. Said Abhijit Avasthi, executive creative director, Ogilvy & Mather (India & South Asia), “We were looking to come up with another interesting, unique meetha moment. We realised that while celebrations have been done for various occasions, the celebration for ‘pay day’ was not done. Pay day emotes feelings that are naturally celebratory in nature. Pay day makes you feel as rich as a king or as rich as a crorepati. THE MAIN ADVERTISING CAMPAIN FOR CADBURY INDIA:- KUCH MEETHA HO JAYE (2004)
The biggest challenge for Cadbury to reinstate faith of the biggest challenge for Cadbury to reinstate faith of consumers after the worm controversy. Post controversy, approached Amitabh Bachchan to calm the Post controversy, approached Amitabh Bachchan to calm thenerves.. nerves.. Hence the Kuch meetha ho jaaye campaign was introduced. Hence the Kuch meetha ho jaaye campaign was introduced. Projected chocolates as a substitute to mithai (sweets) and Projected chocolates as a substitute to mithai (sweets) and cheered people to have chocolate on every joyous occasion. cheered people to have chocolate on every joyous occasion.
MISS PALAMPUR (2006) Miss Palampur clearly targeted at hinterland (INTERIOR OF clearly targeted at hinterland (INTERIOR OFINDIA) Focused on Adults and values, like SACRED COW Focused on Adults and values, like SACRED COW Campaigns aimed at rural India did fare well Campaigns aimed at rural India did fare well The share of Cadbury increased by more than 20% in rural India. The share of Cadbury increased by more than 20% in rural India. The brand further strengthened its positions with the core audience. The brand further strengthened its positions with the core audience.
AAJ PEHLI TARIKH HAI (2009) Pehli taarikh hai campaign is on the working class of the campaign is on the working class of the ? country?. Pehli taarikh hai campaign highlighted the celebratory campaign highlighted the celebratory occasion of payday, which is an important event in the life of occasion of payday, which is an important event in the life of every middle class Indian. Is a clever occasion–based association which allows for the based association which allows for the brand to be recalled in the right context, every month, ? brand to be recalled in the right context, every month.
SHUBH AARAMBH (2010) Core target group, consumers in the age group of 15 Core target group, consumers in the age group of 15–35 years 35 years Specifically, there is a shift from the notion of celebrating Specifically, there is a shift from the notion of celebrating happy occasions with chocolate to the happy occasions with chocolate to the concept of anticipating the occurrence of something good after consuming , a substitute for mithai the campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers. # Direct Marketing
Direct marketing is just what it sounds like – directly reaching a market (customers and potential customers) on a personal (phone calls, private mailings) basis, or mass-media basis (infomercials, magazine ads, etc. ). Direct marketing is often distinguished by aggressive tactics that attempt to reach new customers usually by means of unsolicited direct communications. But it can also reach out to existing or past customers. A key factor in direct marketing is a “call to action. ” That is, direct marketing campaigns should offer an incentive or enticing message to get consumers to respond (act).
Direct marketing involves the business attempting to locate, contact, offer, and make incentive-based information available to consumers. # Personal Selling Personal selling is a promotional method in which one party (e. g. , salesperson) uses skills and techniques for building personal relationships with another party (e. g. , those involved in a purchase decision) that results in both parties obtaining value. In most cases the “value” for the salesperson is realized through the financial rewards of the sale while the customer’s “value” is realized from the benefits btained by consuming the product. However, getting a customer to purchase a product is not always the objective of personal selling. For instance, selling may be used for the purpose of simply delivering information. Because selling involves personal contact, this promotional method often occurs through face-to-face meetings or via a telephone conversation, though newer technologies allow contact to take place over the Internet including using video conferencing or text messaging (e. g. , online chat). Dairy Milk:-
Most fantastic and commonly used concept of personal selling is done when they had introduced Dairy Milk silk as their premium product. They actually kept written message explaining their product silk. They also kept an idea of feed back through mails and toll – free – number – 1800 22 7080. Interactive Marketing Interactive marketing is a one to one marketing process that reacts and changes based on the actions of individual customers and prospects. This ability to react to the actions of customers and prospects means that trigger based marketing is dramatically more effective than normal direct marketing.
Interactive marketing is called many things. You may have heard it called event based marketing or event driven marketing or even trigger based marketing but it is all the same idea: reacting to what the customer is doing and driving up marketing effectiveness. Dairy Milk’s Interactive marketing – 1. Social Networking Site One of the easiest way to get connected in today’s 21st century is leading networking sites i. e. Face book and as all other brand even Cadbury has its face book page specially Indian fans is http://www. facebook. com/cadburydairymilkindia 2.
Banners and hoardings In key supermarkets, Cadbury will sample its range of Cadbury Dairy Milk Fairtrade products during the Fortnight’s first weekend. Online activity will include banners on supermarkets’ websites and there will also be a campaign blog, with regular posts from Ghana updating consumers on progress. Marketing materials show the benefits to the community by way of three characters “wearing” a school, community centre and hospital. For such type of direct marketing they will always choose a prime location where its always an eye catching phenomenon location.
Recently Cadbury had placed almost more than 12 hoardings in western express highway on account of rakshabandhan to promote its chocolate in terms of Indian sweets. For Creating such an advertisement Cadbury India asked national public to send their brother – sister pictures to their registered mail ID or need to fill some forms where they can actually send their feelings / message for their siblings. This act was a perfect direct marketing tool to attract the crowd using emotional intelligence.
This not only created an environment for festival encouragement but an soft corner for the brand Cadbury chocolates as its personal brand of chocolates. 3. INTERNET MEDIA Launched its website www. cadburyindia. com Interactive site www. meethamoments . com, making cards etc Community on social networking sites . Community on social networking sites. Advertisements on different web sites. # Sales & Promotions:- Sales promotion offers a direct inducement to act by providing extra worth over and above what is built into the product at its normal price.
These temporary inducements are offered usually at a time and place where the buying decision is made. Not only are sales promotions very common in the current competitive market conditions, they are increasing at a fast pace. These promotions are direct inducements. In spite of the directness, sales promotions are fairly complicated and a rich tool of marketing with innumerable creative possibilities limited only by the imagination of promotion planners. Sales promotion is often referred to by the names of ‘extra purchase value’ and ‘below-the-line selling’.
Today we find companies in almost all sectors offering some sort of a promotion scheme. These sectors range from automobiles to beverages, from financial services to foods, from household durables to services, from household products to business products, from personal care to textiles and apparel. Dairy Milk initiative for Sales Promotion:- Quantity deal Cadbury offer discounted schemes under customer oriented sales promotion strategy to increase the sales of product like it offers 250 g pack of chocolate at the cost of 200g pack and offer 50g chocolate at the cost of 50gextra to their customer.
Consumer contest Cadbury also organized many contest to get attraction and to increase the interaction with the customer. Interaction with the customer www. meethamoments. com includes many competitions for for consumer like… Consumer Story writing, Painting competition etc. Point of sales material Point of sales material * Mini Cooler: Mini Cooler serves the need for cooling Chocolates for its reduced perish ability while still maintaining cooling while still maintaining the visibility of the product. Visibility of the product. * Jars
These are provided to small outlets, where they are prominently outlets, where they are prominently displayed. * Events in Mall & Festival times Most common Sales promotion now-a-days is they keep their live stall in malls during weekends and conducting some games where the winner would get a Cadbury dairy milk hamper or some Gift vouchers from Cadbury. # Public Relations:- Every organization, no matter how large or small, ultimately depends on its reputation for survival and success. Customers, suppliers, employees, investors, journalists and regulators can have a powerful impact.
They all have an opinion about the organizations they come into contact with – whether good or bad, right or wrong. These perceptions will drive their decisions about whether they want to work with, shop with and support these organizations. In today’s competitive market, reputation can be a company’s biggest asset – the thing that makes you stand out from the crowd and gives you a competitive edge. Effective PR can help manage reputation by communicating and building good relationships with all organisation stakeholders. Public relations is about reputation – the result of what you do, what you say and what others say about you.
Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behaviour. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics. One of the example case study for Cadbury Chocolate is as follow:- EFFECTS OF THE CONTROVERSY ON CADBURY The state Food and Drug Administration has ordered seizure of Cadbury’s Dairy Milk chocolates from all over Maharashtra after worms were found in two of them in Mumbai.
Cadbury India, whose chocolates had ridden into controversy late last year during the festival season because worms were discovered in some stocks of its Dairy Milk chocolates is probably hoping the association with Bachchan will help consumers forget the bad press the company got on account of the discovery. The Food and Drug Administration had then seized the company’s stocks and the Cadbury India management had explained it was bad storage practices by retailers and distributors that had led to the worms. Cadbury India’s sales fell following the discovery.
And even the government got in to the act with the central health ministry asking for a report on the controversy. The timing of the controversy couldn’t have been worse. Festival season sales (Cadbury sells almost 1,000 tonnes of chocolates during Diwali) plummeted 30 per cent. Until then, in the country’s FMCG sector plagued by slow, low single digit top line and bottom line growth, Cadbury was a sweet exception. But its net profit in 2003 dipped 37 per cent to Rs 45. 6 crore (Rs 456 million) as compared to a 21 per cent increase the previous year. ROLE OF THE PUBLIC RELATIONS
PR concerns the total communications of your total organization/group of organizations. It is unlike advertising, where you are sharing skills of planning, creative and media buying teams with an out-sourced agency. PR calls for a very intimate understanding of the total inner workings of your organization at all levels – workers to Board levels. It requires the integration of knowledge and communications. It is not a part time job for a Marketing Services Manager. If it is to work and serve the larger objective, the PR department should be independent, servicing others like production, personnel, marketing, finance, corporate agendas.
Therefore, the PR Head should be part of the top management team- reporting directly to the CEO. He also needs to share everyone’s confidences. The PR department of Cadbury’s played a very effective role in managing the reputation and keeping up the goodwill of the company. After being struck with the Worm Controversy it was not possible to create a very good impact on consumers who trusted the company the most. But through the efforts and a good PR team Cadbury’s managed to wriggle its self out of the controversy with a clean chit.
STEPS TAKEN TO SOLVE THE CONTROVERSY •NOT DENYING THE FACT It helped that the Maharashtra Food and Drug Administration had given a clean chit to the company’s two plants in the state. Cadbury went into overdrive to tell consumers that improper storage of what is essentially a perishable commodity might lead to worm infestation. Last November Bharat Puri, Cadbury’s mild-mannered MD, went to media offices around the country meeting reporters, answering mostly hostile queries and patiently explaining the company’s stand on the issue. Unlike the cola companies which were caught in a controversy just a month earlier and displayed an ostrich-like attitude, Cadbury did not go into denial mode. It accepted that there was a problem, which may not have been of its own making, and made a commitment to the consumer that it would plug all possible safety loopholes,” says a Mumbai-based brand consultant. As a result Cadbury improved the packaging and paid more attention to the way its chocolates were stored by nearly 650,000 retailers across the country. •GAINING BACK TRUST
The Big B promoted the Big C in the chocolate business – Cadbury in India. Indian cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate major for two years. AB played a pivotal role in all communication relating to Cadbury’s products and brands, be it in print, on television or the great outdoors, the company’s managing director Bharat Puri has been quoted as saying in media reports. With the help of its Public Relations Dept. and advertising agency O;M, it created a campaign which aimed for both rational and emotional appeal.
One of the ads showed Bachhan visiting a Cadbury plant, inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that there’s nothing wrong with the brand. The other ad featured Bachhan and his granddaughter to emphasize that the product was absolutely safe for children Sponsorship The brand has tied up with the popular TV show; Kaun BanegaCrorepati (KBC) 4and is the key sponsor for it. TCC tropic of cancer foundation and also for the most popular TV show FIR which comes on SAB TV. Product Publicity The following re the types of publicity they used to promote their product:-
Tie-up with Reliance India Mobile service. CDM has tied up with BSNL’s Missed Call Alert scheme. The brand plans to tie up with marriage and job portals. Tie up with Indian Railways for branding on tickets. Conclusion The Cadbury dairy Milk company successfully re-establishes the brand in different classes Important and ongoing campaign after the 2004 worm controversy which almost affected the sales and the good will of the company. Many variations in this campaign helped in targeting the different socio economic class of people and also the emotional value of people by making and soft heart feeling for the brand.
Cadbury Dairy Milk very effectively used the various tools of IMC and the Kuch meetha ho jaye campaign also went on to win Silver for The Best Integrated Marketing Campaign and Gold in the Consumer Products category at the EFFIES 2006 (global benchmark for effective advertising campaigns) awards. Bibliography:- * http://www. facebook. com/cadburydairymilkindia * www. cadburyindia. com * www. meethamoments . com * www. scribid. com * www. wikipedia. com * www. timesofindia. com