Cadbury
Cadbury is
a British multinational confectionery
company owned by Mondelēz International. Cadbury was
established in Birmingham in 1824 .It is the second largest
confectionery brand in the world.
Cadbury Dairy Milk is a
brand of milk chocolate currently manufactured by Cadbury. This Cadbury
Dairy Milk chocolate is the most famous chocolate in the world.
Cadbury joyville – Free the
Joy
Cadbury has started their “Joyville
“ campaign from 2012. The main concern of this campaign is to bring joy to
people, make people happier. In 2014, Joyville was replaced with the "Free
the Joy" campaign.
Through this campaign
Cadbury just want to give their customer the best taste of chocolate and some to
give them a little moment of joy.
Customer
profile
Geography
|
Country : Australia
|
Demographic
|
Age : 5-60 , Gender :
male, female, Occupation : kids, student, all working person, Income : above
1000.
|
Psychographic
|
Social class : all class, Lifestyle
: any type.
|
Integrated
Marketing Communication
IMC planning process in an
approach to achieving the objectives of a marketing campaign through a well-coordinate
use of different promotional methods.
IMC
tools :
Advertising
Cadbury use TV commercial for their
advertisement. They want to send a message of joy and celebration through their
TVC. They also promote their campaign through print advertisements like billboard,
advertisements in dailies etc.
Interactive
marketing
Cadbury is promoting their
free the joy campaign through facebook pages, youtube. They use interactive
bill-board as well.
Direct
marketing
Cadbury uses direct
marketing strategy for their IMC planning. Cadbury sponsored for Olympic.
Sales
promotion
Cadbury uses various sales
promotion strategies. They offer games, coupons, discounts etc.
Public
Relation and publicity
Cadbury is maintaining its
public relation with their customers in a very creative and different way. They
invented cadbury joy van so that they can spread happiness among their
customers.
Personal
selling
Cadbury used personal
selling for its promotion.
Opinion
I think cadbury is the most
successful chocolate brand and it’s moto is to make their customers happier. They
want to make one’s moment little joyful, little special.
