Report On Imc (Cadbury)

REPORT ON
DESIGNING & MANAGING INTERGRATED

MARKETING COMMUNICATIONS
PRODUCT: CADBURY CHOCOLATES
Submitted by: AKSHAT MEHROTRA

INTRODUCTION
Marketing Communications are the means by which firms attempt to inform, persuade and
remind consumers, directly or indirectly, about the products and brands that they sell.
Marketing Communications represent the voice of the brand and are a means by which it can
establish a dialogue and build relationship with the consumers. The major mode of marketing
communication is ADVERTISING, SALES PROMOTION, PUBLIC RELATIONS AND PUBLICITY,
EVENTS, DIRECT MARKETING, INTERACTIVE MARKETING, WORD OF MOUTH MARKETING and
PERSONAL SELLING.
Today marketing communication has become an integral part of our life and nearly everyone in the
modern world is influenced to some measure by this form of communication. Moreover, customers tend
to judge the quality of the product based on the cost and quality of the communication done.
Objective of this paper is to analyze and report message communicated by CADBURY INDIA .
Cadbury India is a fully owned subsidy of Kraft Foods Inc. The combination of Kraft Foods and
Cadbury creates a global powerhouse in snacks, confectionery and quick meals. In India,
Cadbury began its operations in 1948 by importing chocolates. Cadbury India operates in four
categories which are 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 in India are Cadbury Dairy Milk, 5 Star, Perk, Éclairs and
Celebrations.
PRODUCTS
 Chocolate Confectionery
 Milk Food Drinks
 Candy and Gum
TARGET AUDIENCE
Cadbury’s Dairy Milk has almost made it a habit to re-invent itself with a new tag line every
time to retain its current audience and to target a different section of the society. Children are the
major segment for any confectionery company. Ask a kid what’s the occasion to eat the
chocolate, and pat will come the reply, nothing but still I want to eat it. Chocolates as a segment
thrive on excitement and innovation. And this segment has huge scope in India because Indians
love sweets. Younger generations of India are more comfortable with the idea of eating and
sharing chocolate, however Cadbury targets the children as well as adults. Cadbury targeted the
students with the interactive campaign for "Pappu Pass Ho Gaya" which means Pappu has
passed in his exams. This campaign allowed the students passing in their exams to celebrate the
moment with a Cadbury Dairy Milk. Cadbury on the other hand targeted the adults with another
interactive campaign for “Kuch meetha ho jaaye” and “Shubh arambh”
MARKETING COMMUNICATION MIX
Cadbury has used advertising to build a long-term image of the product. Television is the advised
primary medium of communication as it has mass reach and Cadbury has used this medium efficiently
with various TV commercials appearing every few months with a new tag line every time. Cadbury also
advertise through magazines, radio, online promotions. Cadbury used “Fantastic Mobile Marketing”
“Pappu paas ho gaya” campaign it allowed students to check their exam results using this mobile
service. If the student passed, he got a sms congratulating him saying "Pappu pass ho gaya" along
with the exam result and hence encouraged him to celebrate the moment with a Cadbury Dairy Milk.
On the other hand Cadbury sponsored the very famous quiz show “Bournvita Quiz Contest” to crate
brand-related interactions. The idea of coming up with a new slogan every time also helped Cadbury to
promote their sales.
MESSAGE SOURCE FOR CADBURY

Many companies use known or unknown people as a source to communicate its messages.
Messages delivered by popular sources attract greater attention. Cadbury uses the common man
as well as celebrity to communicate the message they want to. In most of the advertisements of
Cadbury the message source is the common man however Mr. Amitabh Bacchan and Ms. Priety
Zinta have endorsed Cadbury products.
RECOMMENDATIONS
 Since children relate a lot with colors Cadbury can come up with a milk chocolate that is
completely white in color.
 Cadbury can come up with the products which they sell in other countries. Chocolates
with high cocoa content that are sold in western countries can be tried in the Indian
market.
 Alcohol chocolates can be an option which will have a different audience altogether.
 Cadbury can bring in flavored chocolates e.g. Mint chocolates which people can have
after drink and otherwise as well.

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REPORT ON

DESIGNING & MANAGING INTERGRATED

PRODUCT: CADBURY CHOCOLATES

Submitted by: AKSHAT MEHROTRA

MESSAGE SOURCE FOR CADBURY

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