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2015

Evaluation of IMC
strategy
Cadburys dairy milk chocolate

Pratik Barjatiya
GJAN14CMM13
7/28/2015

Introduction to IMC
Integrated marketing communication is a marketing approach which aims at sending across a single
coherent message to the minds of the consumers or potential consumers about the product or service
and position themselves in the desired way the marketer wants it.
There can be many avenues by which a consumer can be reached in terms of marketing
communications. It can be print ad, TV commercials, Public relation activities, hoardings, Internet, Social
Media, Mobile platform, etc. But the aim of all these is to position the brand in the same way in the
minds of the customer as the marketer wants it and without any inconsistency in understanding the
same.
There have been many definitions for IMC but no standard definition is accepted. Every organization
understands it in their own ways and implement according to their requirements and objectives.

Brand to be studied for IMC strategy evaluation


The brand we selected is Cadburys since over the years it is one of the strongest brands and it has also
gone through its tough phase when they had problems of having worms in the Dairy milks bar.
It is a classic case to be evaluated for the IMC and how repositioning can help a brand survive and revive
from the scratch.
It is one of the favorite chocolate brand which is meant for all customers irrespective of their age,
gender, socio- economy class. It is marketed as a rich chocolate with affordable pricing. Dairy Milk is
offered in various shapes and flavors to cater the maximum of the population.
Dairy milk is also trying to position itself as a substitute of Indian sweets and Indian sweets are harmful
and adulterated.
The corporate strategy is centered towards a profitable growth and a good shareholder value. Cadburys
believe in product innovation in terms of development & packaging.

STP for Cadburys Dairy Milk


Segmentation
The Cadburys segment is based on 4 things:
a. Geography: Consumer preferences across areas and regions in which it is sold more extensively.

b. Impulsive Purchases:a big consumer chuck belongs to this segment who does impulsive
purchases so placed at checkout counters and aisles of stores.
c. Dessert Segment: Almost everyone has a culture of having dessert after food so there exist a
segment which needs to be tapped.

Target
Started targeting children and then youth of the country. The ones who bought chocolates to celebrate
and occasion or an event. But after achieving this target they realized it that they need to target as
many as possible. So they made it synonyms with Kuchmeethahojaye slogan to give it a more sweet
touch to it.
Earlier chocolates in India was for children and youngsters but this made everyone the target from kids
to parents to old people. The whole eco system was captured with a single message and a consistent
brand image for all the audience was built.

Positioning
The way Cadburys is positioned is the most beautiful thing to learn in IMC. They have been changing
their positioning with time and depending on their strategy to capture the market.
From kuchkhaashaizindaimei which was the old time positioning . It communicated the audience to
be carefree and be relaxed always.
Then it tried to position itself with sweet as Kuch meethahojaye so that dairy milk becomes a
substitute of sweet.
Then later it positioned it as an alternative to eat it before you start anything to do even as small as to
start a day. ShubhAarambh
This can even take the positioning to give bhog to the gods for festivals and religious ceremonies.

5C Analysis
Company: Cadburys dairy milk brand of chocolate manufactured by Kraft Foods pvt Ltd and sold in
many countries.
Customers: The target customers age group ranges from 5 years to 60 years. The range of customer
varies from size to brand imagery.
Competitors: Main competition for dairy milk in India are companies like Nestle, Amul chocolates.
Whereas their premium products face competition from the Swiss made chocolates. Cadburys excellent
IMC has made a strong image in the minds of the customers and have a strong brand positioning.

Climate: Climate for chocolate industry is very attractive in India. With high margins and promising
future growth.
Collaborators: Cadburys dairy milk has a big network of whole sellers and retailers who totally make up
the collaborators

Promotional program situation analysis


Internal analysis
Organizations promotions: The company has used to every kind of communication media from print ,
TV, Radio, OOH etc. This creates a higher brand recall value and the companys name is on the top of
the mind of every customer. It has a budget of approximately 400 crore of rupees and they have used
virtually every medium to communicate to the customer and interact with them hence creating a higher
brand equity and a sense of emotional connect.

Past Promotional programs

Customers
Cadbury targeted different segments with different ad campaigns. They started from kids, then youth,
then young adults, and then old people. They also targeted the rural population by the Miss Palampur
campaigns.
An image was created in minds of the consumers that it can be bought as

A gift for occasion Cadburys celebration


As snacks when little hungry
As a dessert or a sweet

The customer will buy from any big leading super stores and chain outlets.
They will also buy form the near pop and mom store called the kirana shops.
Cadburys tried to get as many as boxes possible at the point of purchase near the billing counter to they
can stimulate impulsive buying. Also they got the eye level shelves to get the maximum exposure in
terms of viewing.
The consumers land up buying
Impulsively
Or festive season
Or some special occasion
Customers choose the product based on its brand imaging ,quality and the brand value understood by
the consumers.

Analysis of Communications to customers


Real taste of life
With this ad, Cadbury wanted to communicate that everyone has a child inside us and this is the appeal
which they created in their communication. This ad successfully communicated what it wanted to the
customers.
This ad was launched in 1990 with an attempt to get the child out of every adult being. The old man
offering a Cadburys dairy milk to the dancing girl in the cricket stadium. This shows spontaneity of a
young child in the adult body.
This beautifully communicated to the adults that dairy milk is essential to buy to stimulate the childhood
memories and get the child back in you.
This made a mark in the crowd that chocolates are not only for kids, even grown up young adults can
also consume it without any social stigma.

Khanewalo ko khane ka bahana chaiye


This ad was made with the objective that chocolate consumption will be among masses by making sure
product reached all the groups of people, age, sex, etc.
The ad highlighted that Cadburys can be available everywhere and be eaten by all the age group
people. In the advertisement it is seen that a newlywed wife, a child, middle aged men, and old lady
were enjoying the dairy milk which gives out a strong message to everyone.
A wide audience reach was achieved and which resulted in a wider market for the product.

Kuch meetha ho jaye


This advertisement was made for communicating that Cadburys dairy milk can be consumed on all the
occasions and celebration days. It also implicitly communicated the customers that this your new
substitute for sweets.
The advertisement showed Diwali as one of the celebration days in the advertisement .This idea was to
depict that chocolates needs to be consumed during celebration and happiness times.

Pappu pass hogaya


This ad was a big hit amongst everyone. It uses the street wala language It represents the small joys and
achievements or success which everyone achieves. This advertisement people realize that they should
enjoy every little happiness and achievement which comes in their lives.
This ad funnily shows how pappu passed his exams who used to always fail the exams. Everyone
celebrated with a dairy milk to celebrate his success.

Miss Palampur
This ad targeted the rural population of India and was successful in doing so. One villager makes his cow
win as the miss Palampur which is a small town and then he celebrates with dairy milk with the whole
village. This ad got a vey huge response from the rural India and the market share increased with this
communication.
The rural connect emotionally with the brand and there was higher loyalty which was measured.

Shubh Arambh
This advertisement communicated that even before you achieve the success or feel achievement the
anticipation for it should make you eat a Cadbury dairy Milk to have a good start.
This advertisement was highly successful between the age group of 15 to 35 years old. This enabled
Dairy Milk to reestablish amongst the target group.

Cadburys Thanks a Million Programme


Cadburys made a FB like thumb chocolate of 2 tonne. This was a method used to communicate to the
customers heart and keep them engaged with the brand. This helped them keep the audience engaged
directly and gain them better brand image in the mind of the consumers.

Marketing communications Mix


Advertisements
This is the paid form of non personal communication .This can be print ad, tv ad, banners & radio
advertisements.
What Cadburys did was they gave TV ad for the complete week and on weekends they had their boards
and hoardings put up on streets and also they advertised in the malls. This gave the customer more
recall and sense that Cadburys is present everywhere. This increased the brand imagery and hence a
better IMC is implemented.

Direct marketing
Direct marketing is a strong form of marketing communication technique which is directed towards a
specific individual. In direct marketing there is a strong bond which is built between the consumer and
the brand.
Cadburys had launched few direct marketing campaign such as distributing leaflets at the homes of the
individuals . This developed a better brand relationship with the consumers and it helped in increasing
the sales and repeat purchases from the customers

Interactive Media
Interactive media is much more effective than the traditional media . It gives consumers a chance to give
feedbacks and suggestion. At the same time the response of the customer can be captured and used for
better decision making for future use .
Cadburys dairy milk used various tools and methods to interact with their customers through various
mediums
to
have
a
better
and
close
interpersonal
interaction.
They had online competitions and other engagement activities which got the consumer more close to
the brand.

Public Relations
Public relations is one of most important thing in building a good and positive image in the market. A
good PR can boost your image bounds and folds. There is a risk attached to PR activities that it can
dampen the image of the organization and harm the brand identity f the brand.
Cadburys did a very strong PR exercise and also came out of the worms issue beautifully which no other
brand can do that easily.

They certainly have a good sense of PR and have been a benchmark for many of competitors.

Other marketing mix for Cadburys


Brand Name & Packaging
Cadburys have a great sense of packaging and branding on the packets. It is understood worldwide by
seeing a Cadburys packet due to its signature name branding.
The color of the packing is attractive and easy to re-call that the product is from Cadburys. The brand
name is highly recognized in the market and has been of good value to the customer.
Cadburys have changed their packaging with time . Earlier they had a slider packaging but after the
worms incident the packaging has been changed and now a sealed packaging is used for the dairy milk.
Cadbury claims that it is committed for its safe and secure packaging to withstand any climate and
outside condition as far as possible. This gives a sense of confidence in the minds of the customers and
create a high brand image and value to the end users.

Crisis Management
When Cadburys dairy milk was found to have worms it faced a lot of heat from the market and faced a
lot of credibility and trust issues. It took a bad beating on their brand reputation.
But Cadbury realized its mistake and owned up and promised its customers and other stakeholder that it
will look into this and work towards a better packaging for utmost safety & hygiene for its customers.
They then roped in super star Amitabh Bacchan as its brand ambassador who is known for its credibility
and positive image. This helped them gain their lost credibility in the market.
The superstar visited the company and saw how the chocolate was made and packed and then he took
up the ad assuring its customers it is safe to have Dairy milk especially for the children.

Outcome of IMC efforts


As a result of the IMC campaign Cadbury won over the media and got a positive media coverage which
highlighted a positive image of company which kept the trust of the customers.
Surveys were taken and the customers had faith in the brand and said that they will keep purchasing the
brand in future too. Cadburys sale again grew back in 2005 after taking a small dip.

Conclusion
IMC is one of the most important factor in communicating the right stuff to the consumers. It is a way to
connect to the end users on a personal basis and have a emotional touch to it.
The customer literally feels that it is interacting with a person and has a image of the personality of the
brand in its mind.
Cadburys, by using IMC in the correct way could combat the reputation issue successfully. It created a
strong brand image in consumers minds. All this was done using strong brand imagery and a consistent
way of passing the communication to the customer.
All the possible avenues are used in communicating with the customer ,the customer interacts with the
brand communication in many ways but still the consistence of the interaction is intact .
This keeps the customer clear in the head about what the value is of the brand.
IMC is a very potent and a strong tool for making a good brand image and a strong bond with the
customer. IMC should be used with caution and it should be made sure that all the avenues
communicate the same value to the customers to gain more loyalty and repeat purchase.
There are no clear definition of IMC and there is no standardization for IMC so there is little lack of
knowhow to use this tool. Still many companies are using IMC now for creating a better brand value in
the eyes of the customers.
By integrating various tools such as conferences, Press release, TV advertisements, Public relations,
other advertisements, email, social media and internet, Cadburys was able to communicate a unified
message and get the audience to have a higher appeal and a better brand image in the minds of the
consumers.

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