Cadbury Integrated Marketing Communication

Keywords: cadbury imc, cadbury imc plan, cadbury imc analysis

Executive Summaryonal company which manufactures a number of cocoa products that are known and sold throughout the world. This paper offers an Integrated Marketing Communication plan that is targeted at promoting the forthcoming rollout of a fresh premium chocolates by Cadbury in the Australian market. The paper commences by looking at Cadbury as a whole-its current marketing strategy and positioning in the global confectionary industry before narrowing down to Australia. The marketing and communication plan touches on issues like; the implication of introducing the new superior chocolates product in its Australian market, the various sizes and unique presentation alongside the specific promotional strategies. The paper also analyzes market competition as well as how to fight the already launched Rondnoir dark chocolate product by Ferrero's (a competition) in October 2009. Various marketing ingredients will also be analyzed plus some will be suggested due to their advantages in improving the new product market position. Finally there is an implementation plan how the new product will be allocated to the various outlets in order to reach the principal target market of middle to higher class people older than 25. Cadbury's competitive setting depends heavily on its reputation in the marketplace with current products. Its comparative flavor and quality ingredients may also be a positioning edge. The brand new product will be specifically distributed through all major supermarket chains, gift idea stores, delicatessens, specialised restaurant franchises and major department stores.

Introduction

Cadbury is the entire world leading confectionary company with a great collection of gum, candies, and undoubtedly chocolates. The business is reputed for creating brands like Cadbury, Halls and Trident. The company started back in 1824 by John Cadbury, since then the company has widened into a multinational. Cadbury's eye-sight is to be the 'world's biggest and best confectionary company'. The company has over 35, 000 suppliers (immediate and indirect) and employs over 50, 000 people globally, this is a complex organisation. The business's units' focuses on commercial operations they are in: THE UNITED STATES, Britain, Ireland, South America, Middle East and Africa, European countries, Asia and the Pacific region. The business enterprise model involves a number of category-led functions: Commercial, Resource Chain management, Technology and Technology, Human Resources and Commercial affairs, Strategy, legal and secretariat, Money and IT. This particular framework is well included to deliver the Group's commercial goals and global expansion.

Consumer analysis

Cadbury marketing strategies and functions are concentrated towards being the best in performance, while keeping in touch with the regions' commercial operations. The global confectionary market is large, expanding and with attractive dynamics. Cadbury is predicted to truly have a retail value of about $141 billion. The primary category is chocolate representing over fifty percent of the world's confectionary market. Globally, the confectionary market is growing at the speed of 5 % more than any other packaged foods. Developed marketplaces account for over 67 per cent of the global market. Typically the most popular runs are: Cadbury Dairy products Milk, Eclairs, Halls, Trident, Flake, Clorets, Dentyne, Hollywood, CrЁme Egg, Stimorol and Bubbaloo.

Cadbury's has managed to create the right range that's available to all as well as for all. Cadbury is a market leader in many marketplaces in one or two categories. In Australia, their power is in chocolates and candy. Delicious chocolate remains typically the most popular category with consumers seeking a specific taste in each of the markets.

Cadbury Australia SWOT analysis

Internal environment

(S)trengths

Cadbury is the major confectionery company with a market talk about approximated at 10 %. The business also enjoys a solid financial position. In addition, Cadbury is qualified in its creation process due to a solid brand name and authority in innovation. The company's manufacturing focus on chocolate, chocolate, and nicotine gum has helped the company to understand unique consumer sections. The business's acquisition strategy since 2003 when it obtained Adams has helped it to expand to new markets.

(W)eaknesses

Cadbury solely will depend on confectioneries and drinks for its income while some of its main competition such as Nestle have varied their product stock portfolio. This produces more profits that can be ploughed again and/or invested in R&D. other competitors have even more powerful supranational experience, Cadbury on the other side has majorly been strong in European countries. Cadbury must continue to enhance its presence and understanding of emerging markets to be able to remain competitive.

External environment

(T)hreats

Globally, environmental costs are rising especially costs of energy, product packaging, cocoa, packaging, transport and sugars. Thus the business can locate its global resource chains at low priced areas. Pressure from rivals especially top quality suppliers causes higher costs of advertising. That is manifested in conditions of price wars and intense marketing. In addition to this, societal changes due to increased conditions of obesty and calorie couonting also have damaged the demand for Cadbury products.

(O)pportunities

The confectionery market is well known for a high the propensity to combine or acquire, this is an opportunity for Cadbury to increase its market show through acquisitions. There are also new marketplaces in highly populated countries such as China and India where demand for confectionary is increasing. In order to make it through in the FMCG market, cost minimization is vital. Cadbury has the capacity to further keep your charges down through outsourcing, increasing resource chain efficiency, and wise investment in R & D. innovation is important to responding to consumer preferences. This is achieved by the creation of glucose free gums and Cadbury superior chocolate for treats and entertainment.

Industry Analysis

Cadbury runs three Australian confectionery factories; two are in Melbourne, one in Hobart, Tasmania, and one in Dunedin, New Zealand. The superior delicious chocolate market is quite lucrative in Australia and Cadbury would like to lift up its image from just an 'everyday' chocolates to the one which allows the buyer to spoil themselves and those they love. The merchandise can be used as gift items to impress. The primary marketplace is middle to top class people older than 25.

Competitor analysis

The new bite-sized chocolates is being created to counter the Rondnoir chocolates launched by Ferrero in '09 2009. Because the product is goals middle and upper course consumers who are over 25 years it will include a variety of fillings and packaged distinctively.

Integrated Marketing Communication plan (IMC)

Integrated MARKETING AND SALES COMMUNICATIONS is defined as, the utilization of different multimedia channels to optimise the effectiveness of marketing communications programmes (Schultz et al. , 1993). For Cadbury, brand marketing communications is a reflection of implied prices and the business's image consistently. The use of IMC has collected popularity as a result of observation that marketing communication supplies the "only ecological competitive benefit of marketing organizations" (Schultz et al. , 1993, pp. 47). Since the organzation has various types of communication at its removal, any of these can be utilized, the end goal being to effect the patterns of targeted section (Shimp 1997, pp. 13). As Percy et al. posited that "people generally look at all marketing communications as advertising" (2001: v). Increased brand marketing has made the advertising medium less important when compared with the brand personality.

Indeed, marketing strategists have argued that putting a paid-for ad in a mass medium has less impact when compared to a well involved product position in a high-profile sporting event sponsorship package or perhaps a movie. Integrated advertising programs utilize the several qualities of press in a communications blitz that is carefully designed to project constant brand values regardless of the communication source came across by the buyer. The use of marketing communications (especially information technology) has been associated with the development of global business. Global brands are now crossing borders and are resonating with consumers of more countries. Mass media, above-the-line (ATL) advertising is undoubtedly a key tactical constituent of marketing communications. It is the kind of communication that if used well can convert the fortunes of companies, create new brands and revolutionize the whole market segments. Although most professionals are still holding onto this view, there is a strong case for advertising from an integrated perspective with the acknowledgement to the fact that brand communications leads in the useful enhancement of built in creative implementations and marketing strategies.

Market target

The primary marketplace is middle to higher class people older than 25. Its competitive placement will be based heavily on Cadbury's reputation available on the market with current products.

Point of difference

The bite-sized chocolates will include a variety of fillings and boxed exclusively. It'll be upmarket from Cadbury's current 'Milk Holder' boxed chocolates range.

Positioning Strategy

The entire placement strategy can be summarized as follows;

The lovers of chocolate are now able to enjoy a premium taste that has been carefully designed to supply the highest level of satisfaction that no other chocolates has ever reached. This is not just chocolate, it can be an instant note to fans with a special 'I love you' on the tongue.

Communication Objectives

Product understanding: To achieve the very least 25% trial rate within the aggregate target market within the first 12 months of the kick off.

Interest: To achieve a re-purchase routine of no less than one month among at the least 50% of these who have trialled the merchandise.

Market penetration: Achieve the average 1% market share of the category portion nationally within the first 12 months of kick off.

Evaluation: Out of the 40% of consumers who are thinking about the new high quality dark chocolate, a survey questionnaire is well prepared for them to compare it to Ferrero's Rondnoir chocolates.

Trial: After evaluating the new top quality chocolates, consumers should choose it over other superior chocolates at least 20% of that time period because of the unique presentation.

Adoption: the new premium dark chocolate should have an adoption of 75%, that will mean the buyer will buy the premium chocolate and will have given an optimistic feedback.

Communication Mixture elements

Cadbury's intro of the new chocolates will involve the use of both drive and pull promotional strategies in order to build and increase brand recognition. This is because the new top quality chocolate is at the introductory stage of the product life cycle. Along the same lines, it is assumed that if we can deal our products in order to be something like a gift can lead to a much better market position of your new premium chocolates.

The distribution programs includes supermarket chains, gift stores, and delicatessens as well as particular coffee shop franchises and or not limited to major departmental stores.

The opinions found from the large consumer market should be analyzed and the study elements applied to other point of contact like the letterhead, logistics, product packaging and several others in order to complete the built-in marketing communication circuit. The IMC consists of integrating all promotional tools in order to achieve tranquility. Each of them should speak together with one tone of voice.

The direct mail, sales and advertising departments within the business can help one another via data integration. To achieve this, a marketing information system should be placed up in spot to collect and reveal data that is relevant across the various company departments (Axis, 2009).

Advertising

It is important to notice that this advertising campaign may need bulk of marketing money on creation and creation of adverts and could necessitate a large budgetary allocation because of this campaign.

In order to reach clients during the campaign, considerations are to be given to both online and offline campaigns and more is to be assigned to the offline marketing. Tv set and Radio adverts are to be structured to provide the feeling of satisfaction to the consumer and should give them a very good reason to leave their current brands and consider going for a trip on the new high grade chocolate made by Cadbury (Global, 2004)