Annexure-V- Cover Page for Academic Tasks

Course Code: MKT 695 Course Title: INTEGRATED MARKETING COMMUNICATION

Course Instructor: Dr. Pawan Kumar

Academic Task No.: 3 Academic Task Title: Assignment – IMC Campaign

Date of Allotment: 26.02.2020 Date of submission: 25.03.2020

Student’s Name: Shubham Jain

Student’s Roll no: B57 Student’s Reg. no: 11807786

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Declaration:

I declare that this Assignment is my individual work. I have not copied it from any other student’s
work or from any other source except where due acknowledgement is made explicitly in the text,
nor has any part been written for me by any other person.

Student’s Signature: Shubham Jain

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 INTEGRATED MARKETING COMMUNICATION IN CADBURY INDIA

What is Integrated Marketing Communication (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.

Introduction about Cadbury’s

Long ago in 1866 the Cadbury brothers were busy pioneering their drinking chocolate recipe.
However, they wanted to give their 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 liquid milk sourced from dedicated dairy farmers
in the UK. Cadbury Dairy Milk is also produced in Ireland and uses fresh, liquid Irish milk to create
the unique chocolate taste.

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, Kolkata 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
centres. – 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.

Marketing Objectives:

Through proper marketing strategies the organisation has placed itself within the highest position in
the market or chocolates. The organisation has been developing the products with placing affordable
price over all ages and class. The organisation has been marketing itself as the organisation offering
contemporary taste over the products within affordable prices and variations in the products. The
marketing strategies are developed over long term perspectives and to ensure the profitable growth in
the market. (Thorson, and Moore, 2013) The marketing strategies of the organisation have been
developed on the objectives of having growth in the shareholder values. There are certain marketing
objectives of Cadbury:

1. Increased sales profit of Cadbury products in every operating country.

2. Positioning the products as the successful alternative confectionary products and deserts.

3. Sustaining market share over the year through adding values in the product and innovation within
the product development and also in the packaging.

Integrated Communicational plan:

For promoting the products, the brand has been choosing the high promotional comprehensive
approaches. Coordinated set of promotional activities are involved within the communicational mix
along with different communicational channels which bear similar messages. (Armstrong, and Taylor,
2014) These coordinated activities are known as the integrated marketing communicational
approaches which are adapted by organisation to ensure proper delivery of consistent and clear
message of the brand and products to the customers. Advertisement has been chosen over the
integrated communicational approach:
Advertising: in order to have proper advertising of the products and influencing the brand awareness
within the market effective marketing advertising with different forms of creative approaches must be
adapted. For creating the effective advertising proper measures should be analysed such as:

1. Sound marketing strategy,

2. Consumer law
3. Uniqueness within the approaches and also in content
4. Matching content with the products (Armstrong, and Taylor, 2014)

Advertisements are done through focusing over the creative ideas of promotions. On having proper
knowledge over the target audience, the advertisement objectives are constructed. Cadbury targets the
audience of all ages and all classes though focusing over the children and young generation. By
analysing the current thoughts and feelings, behavioural outcomes while purchasing of the target
audience the advertisements strategies are developed. (Armstrong, and Taylor, 2014) Messages are
delivered through proper content and mediums are chosen to deliver the message.

The alternative styles of creative advertising

Alternative creative styles are chosen regarding the IMC plan of Cadbury. There are different
alternative creative styles:

1. Unique selling positioning creative style

2. Brand image creative style
3. Resonance creative style
4. Emotional creative style
5. Generic creative style
6. Pre-emptive creative style

By choosing the Unique selling positioning creative advertising the IMC planning to promote the
products will be developed by Cadbury:

Unique selling positioning creative advertising or USP: The unique selling positioning defines the
unique position which has been held by the organisation. Cadbury has gained its reputation worldwide
through uniqueness within the products as well as in the promotions. This uniqueness has been
providing the ability to place pricing power as well as having customer loyalty. The unique selling
position creative style of advertising will let the brand to stand apart from the competitors. Creativity
within the promotions plays a large part as creative lets originality and appropriateness. By adding the
standards and quality higher value in the products the brand is able to claim unique product attributes
than the competitors. (Perreault, Cannon, and McCarthy, 2013) For USP strategy of advertising the
brand has to have better analysis of the competitors and develop new ads. Within the advertisements
the brand has to establish clear meaning of current brand position and how the brand has been
comparing itself with competitors with competitive offerings like variations within the chocolates
with attractive packaging.

The communicational plan or idea which has been adapted by the Cadbury in order to place new IMC
plan is developed through ethical objectives of communications. The communicational objectives are
developed by analysing the ethical issues. Legal frameworks followed for developing the contents of
the advertisements. (Perreault, Cannon, and McCarthy, 2013)

Media plan:

Media planning is done through contacting the media agencies for the planning. In order to achieve
success in the integrated promotional planning proper media must be chosen for conveying the
message to the target audience. (Law, Buhalis, and Cobanoglu, 2014) Media plan for Cadbury:

For conveying the message Cadbury can adapt the T.V, Print media and digital media along with
social media. Through T.V and Print media like paper, magazines along with billboards the mass
audience can be efficiently approached. T.V commercials would be developed through creativity and
innovations to attract all ages. (Law, Buhalis, and Cobanoglu, 2014)

Apart from the T.V and print media the current most effective media has been considered as the
digital media. As all ages are attached with high technical gadgets the brand would be using the
digital media for communicating the message. As internet is becoming more and more widespread
technologies advertising through web would be cost effective and also useful for attracting wide range
of customers. (Law, Buhalis, and Cobanoglu, 2014)

Components of IMC Related to Cadbury: -

➢ Advertising

Advertising 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 behaviour 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.
Non-profit 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.

THE MAIN ADVERTISING CAMPAIN FOR CADBURY INDIA: - KUCH MEETHA 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 the 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.

PURPLE HEART DO DOST KA SATH DO (2019)

#HeartTheHate campaign takes the issue of bullying head-on with the portrayal of a girl who is a
victim of such an issue. It commences with the girl being trolled on social media just before she is
ready to go on the stage for a music performance. The girl is petrified and upset by the hate messages
on her image shared on the social media page. The Ad film ends on a strong note, showcasing how
her friend helps fight through this evil, one purple heart at a time. Cadbury Dairymilk ad convinces
the viewers that it is essential to take action and not stay silent against such bullies.
 ➢ 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 obtained 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)

➢ 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 ways 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
especially 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 it’s always an eye-catching phenomenon location.

➢ 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’.

Consumer contest Cadbury also organized many contests to get attraction and to increase the
interaction with the customer. Interaction with the customer www. meethamoments. com includes
many competitions for consumer like… Consumer Story writing, Painting competition etc. Point of
sales material Point of sales material.

➢ PublicRelations: -
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 are about reputation – the result of
what you do, what you say and what others say about you.

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 crores (Rs 456
million) as compared to a 21 per cent increase the previous year.

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.