11/4/14

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.