Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
P. 1
IMC ASSIGNMENT ON CADBURY

IMC ASSIGNMENT ON CADBURY

Ratings: (0)|Views: 6,549 |Likes:
Published by PULAVARTHI SANDEEP

More info:

Published by: PULAVARTHI SANDEEP on Jan 20, 2011
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as DOCX, PDF, TXT or read online from Scribd
See more
See less

08/20/2013

pdf

text

original

 
Integrated marketing communication
ON
SUBMITTET D TOSUBMITTED BY:Prof.Dr.MADHAVI PANDYA
P.SANDEEP(M5-50) THOMAS DON(M5-42) SAI SASIKANTH(M5-52)
 
Contents
......................................................8WHAT IS BRAND?.................................................................................................10DEVELOPING A BRAND.....................................................................................11CADBURY: THE BRAND.....................................................................................12COMPETITORS:.................................................................................................12BUILDING A MEGABRAND: CADBURY DAIRY MILK.............................................17SCOPE OF THE MEGABRAND.............................................................................18Cadbury Advertising Timeline their products:-.................................................20CADBURY AND ITS PRODUCTS.............................................................................22Bar and a Half................................................................................................24INTRODUCING CADBURY AS AN AFTER DINNER SWEET................................28INTERSTING FACTS OF CADBURY.........................................................................29COMMUNICATING STRATEGY...............................................................................30Distribution and Selling strategy:........................................................................32SWOT ANALYSIS...................................................................................................34BUSINESS OVERVIEW...........................................................................................35INTEGRATED MARKETING COMMUNICATION OF CADBURY..................................37Marketing communication mix elements..........................................................37ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS......................................38OTHER MARKETING MIX ELEMENTS OF CADBURY................................................455 P’S Of Cadbury..................................................................................................46Segmentation, Targeting, and Positioning...........................................................52OVERCOMING THE WORM CRISIS USING IMC.......................................................57STEPS TAKEN TO SOLVE THE CONTROVERSY...................................................592
 
Overview of the Company:
Cadbury India is a food product company with interests inChocolate Confectionery, Milk Food Drinks, Snacks, and Candy.Cadbury is the market leader in Chocolate Confectionerybusiness with a
market share of over 70%.
Some of the keybrands of Cadbury are Cadbury Dairy Milk, 5 Star, Perk, Eclairs,Celebrations, Temptations, and Gems. In Milk Food drinkssegment, Cadbury's main product - Bournvita is the leadingMalted Food Drink in the country.Its heritage can be traced back in 1824 when John Cadburyopened a shop in Birmingham selling cocoa and chocolate.Since then we have expanded our business throughout theworld by a program me of organic and acquisition led growth.On 7 May 2008, the separation of our confectionery andAmericas Beverages businesses was completed creatingCadbury plc with a vision to be the world's BIGGEST and BESTconfectionery company.
Make and sell
three
kinds of confectionery: chocolate, gumand candy
Operate in over
60
countries
3

Activity (80)

You've already reviewed this. Edit your review.
1 hundred reads
1 thousand reads
Paresh Tolani liked this
志杰 liked this
Gina Eom liked this
Pravz Pravs liked this
vishnu0751 liked this
Archu Shekhawat liked this
Archu Shekhawat liked this
Archu Shekhawat liked this

You're Reading a Free Preview

Download
scribd
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->