2. Have more than 10 years
experiences for advising
agencies and brand who have an
issue associated with advertising
and marketing activities.
Capable of providing the best
creative strategy to transmit
your messages and achieve
the campaign objectives..
Helps clients to determine
the best method to get to
their targeted customers.
Capable in maximising
client profit and success
with rapid business
strategy.
3. 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 .
Issues Solution Communication
tools
4. 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.
5. 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.
6. 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.
7. 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.
Communication tools for Cadbury to use
8. 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.
9. 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.
10. 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.
11. 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.
12. Thanks from the teams at
ABS Advertising Agency
We hope to hear from you soon.
