Marketing Management

Published on November 2016 | Categories: Documents | Downloads: 61 | Comments: 0 | Views: 289
of 13
Download PDF   Embed   Report

Comments

Content

MARKETING MANAGEMENT- II INTEGRATED MARKETING COMMUNICATION

To: Saira Stephnos Date: 1/03/2012

By: Rajiv Singh Deo P/MN/R/11/049

1

Integrated Marketing Communication
Integrated Marketing Communications is a simple concept. It ensures that all forms of communications and messages are carefully linked together. At its most basic level, Integrated Marketing Communications, or IMC, means integrating all the promotional tools, so that they work together in harmony. This happens when integration goes beyond just the basic communications tools. There are other levels of integration such as Horizontal, Vertical, Internal, External and Data integration. Here is how they help to strengthen Integrated Communications. Horizontal Integration occurs across the marketing mix and across business functions - for example, production, finance, distribution and communications should work together and be conscious that their decisions and actions send messages to customers. While different departments such as sales, direct mail and advertising can help each other through Data Integration. This requires a marketing information system which collects and shares relevant data across different departments. Vertical Integration means marketing and communications objectives must support the higher level corporate objectives and corporate missions. Meanwhile Internal Integration requires internal marketing - keeping all staff informed and motivated about any new developments from new advertisements, to new corporate identities, new service standards, new strategic partners and so on. External Integration, on the other hand, requires external partners such as advertising and PR agencies to work closely together to deliver a single seamless solution - a cohesive message - an integrated message.
2

Cadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is the market leader in Chocolate Confectionery business with a market share of over 70%.Some of the key brands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs,Celebrations, Temptations, and Gems. In Milk Food drinks segment, Cadbury's main product - Bournvita is the leading Malted Food Drink in the country. Cadbury India Ltd has announced that mega star Amitabh Bachchan will be the company's new brand ambassador. He will endorse and promote Cadbury chocolates for a period of two years. As brand ambassador, he will play a key role in brand and product communication on television, in print and outdoor media. Cadbury has launched a strengthened, new 'purity sealed „packaging for Cadbury Dairy Milk. The new packaging for 13g(Rs 5) is double wrapped for maximum protection. The chocolate is wrapped in aluminum foil and enclosed in a polyflow pack, which is completely sealed on all sides. In the second phase, the larger Cadbury Dairy Milk packs will come in poly-coated aluminum foil, which will be heatsealed and then wrapped in the branded outer package. Both these steps are a „first ever' in chocolate packaging in India."Over the last few months, we have had some cases of infestation due to improper storage conditions. As a company committed to ensuring that our
3

consumers enjoy a pristine bar of chocolate each time, we decided to take steps to reduce dependency on storage conditions to the extent possible," saidBharat Puri, managing director, Cadbury India Ltd. "Cadbury will do everything it can to ensure that every bar of chocolate that a consumer buys comes full of goodness and rich taste."Commenting on Amitabh Bachchan as brand ambassador for Cadbury chocolates, Puri said, "There is a perfect fit between Amitabh Bachchan and Cadbury chocolates - their timelessness, and the love and trust they both share with the people across India, makes this an ideal partnership. Moreover, Mr. Bachchan has a universal appeal that extends to everyone from 6to 60, just as our chocolates do. We believe his endorsement of Cadbury Dairy Milk will goa long way towards our objective of increasing chocolate consumption among all ages of consumers."Amitabh Bachchan said, "Most of you may not know this, but I have been a brand ambassador for Cadbury for the last 55years. Only, now it is official. Bringing smiles, spreading happiness and joy amongst millions of people in India is what Cadbury and I shall be continuously working towards." Cadbury’s achievement 1900 Cadbury gained the help of a popular artist Cecil Aldin to create series of posters and press adverts to advertise their products. 1920s-30s Cadbury promoted their products through the war by creating the „Chocolate Mystery Man‟ character. He gave out free gifts, but only if he could be found. 1928
4

Cadbury Dairy Milk poster campaigns began using the iconic „glass and half‟ slogan and image to stress its high milk content. 1930s Cadbury‟s status as the nation‟s favorite brand becomes the most important feature of the company‟s advertising. 1938 150,000 people went on the factory tour every year. It began in1902 to link people more closely with Cadbury. 1939 During the 2nd World War Cadbury Dairy Milk disappeared. Cocoa and chocolate was under government restriction and only rationed chocolate was sold. 1951 „The Bournville Story‟, a film promoting Cadbury, was made and shown cinemas around the country. 1955 Cadbury Drinking Chocolate was one of the very first ads on commercial television in this year. 1957 Cadbury commissioned thirteen one-minute films shown as TV adverts. These ads described the harvesting of the Cadbury chocolate ingredient. 1959/60 Flake TV advertising began; it used the iconic theme of a woman sensually enjoying a bar of chocolate on her own. 1970-1974
5

Memorable television ads raised the sales of Cadbury Fruit &Nut and Whole Nuts by 73% . 1983 The Wispa Bar launched including televised ad campaigns featuring comedians and comic actors talking about the new bar. 1990 Cadbury World opened a £10 million replacement for factory tours. 350,000 people visited in the first year. 1996 Cadbury began a £10 million annual sponsorship of Coronation Street, reaching an audience of eighteen million people. 2007 The Cadbury „Gorilla‟ ad premiered, immediately becoming one of the most popular adverts in recent year. 2008 Cadbury and Schweppes demerged, splitting its confectionery and drinks business. 2009 Kraft made a surprise proposal to take Cadbury over for£10.2bn

Transition of Cadbury from old ads to new ads
Old Ads:
6

 Spreads joy  Focusing on different profession  focuses on cricket

New ads:

 More trendy  Teenage oriented and More event oriented

7

Marketing communication mix elements

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 Cadbury‟s advertisements. Cadbury‟s TV campaign was devised illustrating the essential consumption occasions. For example, the eight weeks campaign of Cadbury‟s 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 Cadbury‟s 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 Cadbury‟s advertising in newspaper, magazine, Cadbury‟s 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.

8

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 milk‟s door drop campaign through the leaflet firms. Mailings and inserts to house is being frequently used in the Cadbury‟s 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, Cadbury‟s 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.

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

9

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 Cadbury‟s 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 Cadbury‟s 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 Cadbury‟s 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
10

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, story telling 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.

11

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 company‟s 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, it‟s easy to find out the information about Cadbury‟s 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
12

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.

Brand name and package: Cadbury is the most popular chocolate Brand in New Zealand. Cadbury dairy milk chocolate, Cadbury Jaffas, Cadbury Moro and Cadbury Pinky and so on are all famous symbols of Cadbury series that wellknown in New Zealand market. When customers say something about chocolate, Cadbury is the major brand that will appear to customers‟ mind. Therefore, the brand name of Cadbury is vital to all its promotion activities and campaigns. In addition, the package of Cadbury dairy milk chocolate also creates the brand image to communicate the Cadbury brand with consumers. The package of Cadbury‟s products always packed with different colors and pictures according to different tastes. For instance, the strawberry taste of Cadbury dairy milk chocolate is packaged with red-pink color and Strawberry pictures. More important, the labeling on Cadbury‟s products are provided responsible consumption messages and nutrition information to help educate consumers about the role of treats in the diet.

13

Sponsor Documents

Or use your account on DocShare.tips

Hide

Forgot your password?

Or register your new account on DocShare.tips

Hide

Lost your password? Please enter your email address. You will receive a link to create a new password.

Back to log-in

Close