Cadbury Campaign Pitch Presentation

BMA 349:Advertising and PROMOTION

By: Karishma Bam

Introduction:

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An analysis of the current marketing communications strategy of Cadbury. An outline of the marketing communications strategies that we believe are best suited to

Cadbury. Identification of the communication tools we propose to use in implementing these strategies .

Objectives of this presentation:

Issues Solution Communication tools

Though the Cadbury is known as one of the biggest confectionary brand ,customers are still switching their chocolate with other brand such as Nestle ,Mars which are the biggest competitor of Cadbury .The main reason behind the problem is that ,Cadbury lacks the understanding of purchasing behaviour of the customers and also there is no real way of creating relationship and establishing loyalty with their customers.

Improvement: The company must continue to bring quality or value to consumers to maintain customer loyalty. In a

competitive market, when a product doesn't maintain quality, customers may turn to a competitor. Therefore to keep customers loyal to the business, Cadbury should have to introduce the products which is different and better than other chocolate brands. For instance :chocolate with high in nutrition , and quality because consumers have recently become more health conscious and by doing this we hope that consumers will label Cadbury products as “healthy, nutritious chocolates” in its place of just standard, habituated chocolate products. Additionally, they should also engage their customers through different loyalty programmes, reward and discount programmes and competitions and soliciting feedback from consumers with the help surveys, face to face , programmes and online.

Issue : Low brand loyalty among customers

Most of the commercial in current campaign of Cadbury have targeted at children as their potential buyers. With this ,it can be seen that it has limited the scope of the target market which can result in the reduction in the number of sales. Therefore, Cadbury can do a new commercial even by staying in the same campaign themes but expand their target market with older demographics. By providing value to older demographics it can increase its sales numbers.

Improvement: Cadbury’s advertising should also encourage parents along with kids to enjoy the treat of

chocolate together. Bringing joy to situations for instance: Christmas, Easter, birthday etc. Television adds and the posters which would shows the happiness of sharing the moment

together with family along with the test of the chocolate.

Issue: Limited scope of target market:

Issue:Lack of quick control and off-set the negative word of mouth it has received:

Cadbury has been receiving lots of complain and criticism regarding its reduction in the product size, labelling and quality of the products .Though the company have tried to recover the damages with new campaign to gain the trust of the customers back however Cadbury still lacks the proper communications to respond their customers to resolve the issues in a quick manner.

Improvement:Cadbury can handle the negative comments and controversies through many ways such as:By joining the conversation in a positive manner as soon after the negative review has been posted which can helps to reduce the dissatisfaction of the customers.By Showing empathy with the customer that has left a negative review.It can communicate a integrated message and get audiences to appreciate the efforts company had taken to minimize instances of future occurrence by using the various tools like and conferences, consumer advertising, trade advertising ,press release etc.

A communication tool that Cadbury can use in the future campaigns is broadcast media in an online setting. Broadcast media is one of the most effective means to spread the information immediately to the widest possible audiences. Nowadays Website likes youtube.com, Zippcast.com and Usteam.com use short advertise before each video or occasionally during streaming. This short add before main video actually helps to attract million of viewers every time in a small amount of time. This is a productive proposal to take on because as the internet nowadays is almost everyone’s go -to source when they want to get an entertainment and pass the free time which combines nicely with Cadbury’s chocolates. This would not hamper with the message and method of communication because broadcast media simply transmit into this stand without problems. On the other hand, Cadbury can use social media monitoring tools like Sprout Social, Social Bro, Conver social etc to handle the complain and criticism they receive as well as they can also interact with their customers with the help of social media page like Face book, twitter and fan page. This will help Cadbury to respond their customer in a daily basis before the things gets out of control.

i Broadcast Media:

Communication tools for Cadbury to use

Cadbury can use sponsorship as their effective communication tool. They should sponsor events that are targeted towards their target market. The events should be friendlier and focused more towards everyday people. For instance, sponsoring music/ or ringtone download to tackle teens, Soccer , to connect with the adult crowd and Nickelodeon’s Kids’ Choice Award to cater to the younger crowd. By doing this, it will help to increase their potential customers and maintain good social perception towards brand.

Sponsorship:

Sales promotion helps to increase the sale of the product through various measures such as: coupons, free sample, bonus, exchange scheme, price off- offer etc.

Cadbury also can gives various incentives and discount to their consumer like buy one get one free, competition, prize draw and coupons that helps to drag customers attentions to know about the products as well as influenced them to buy that product. With the help of such kinds of sales promotion, it can helps Cadbury to get the information about their customers and also helps out to creates a loyalty through programmes and competitions.

Sales promotions:

Cadbury have been using the TV and indoor advertising tools like newspaper ,magazine as its main medium of advertising. But we suggest that Cadbury should use good combination of both indoor and outdoor advertising but more focus on outdoor advertising like billboard, advertising on the bus or train, bus benches, transit advertising can be very effective to attract the attention of the audiences because outdoor sign is the first things a potential customers see .Similarly, magazine and print media should also be use to grab the customers attentions with its attractive layout simple with short and powerful; headlines to give prominence to the “You deserve it!” message that Cadbury carries and should be promote in popular newspapers and magazines.

Advertising:

1 •Interview research can be done to better understand its consumers and thus shape its marketing efforts to capture the values and experiences consumers are seeking. 

2•Instead of promoting the Cadbury chocolate as a situational treat ( e g: celebrating special

occasions with chocolate rather it should encourage a more stable attachments or affective involvement regarding products ( e.g. celebrating everyday joys with healthy, tasty, and authentic Cadbury chocolates )which will helps to build strong brand loyalty among consumers.

3 •The target market of the Cadbury should be clear and focused. The different advertising campaign should be done for different products where specific group of consumer should be targeted rather than targeting anyone.

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Thanks from the teams at

ABS Advertising Agency We hope to hear from

you soon.