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Advertising: “Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media” (Bovee, 1992). Television, the print media and posters have been the main media of communication for Cadbury’s advertisements. Cadbury’s TV campaign was devised illustrating the essential consumption occasions. For example, the eight weeks campaign of Cadbury’s TV advertising to be showed in the evening time was seen by its target audience and it had reached 85% of the market. In addition, according to the sources from Cadbury’s website, there are other types of advertising form being used in Cadbury which is the trade advertising, informative advertising and the consumer advertising. Cadbury has launched a lot of periodic trade advertising to monitor quality checks and educate its retailers as well as promoting sales. For the purpose of inform and remind customers, Cadbury published an advertising regarding “the facts about Cadbury” in 55 trade publications. Cadbury never ignore the importance of consumer advertising that people can see many Cadbury’s advertising in newspaper, magazine, Cadbury’s website and so on. More importance, Cadbury has launched a response cell through toll free number and an email id to encourage its customers to give feedback. Transition of Cadbury ads from older days to present days 1) Old Ads Focuses on cricket. Spread joy Focusing on different professions
2) New ads More trendy Teenage oriented More events oriented.
there was an aggressive advertisement campaign that was been done for the Sun feast biscuits by putting stalls at different places. Over the last several years internet has emerged as a strong and successful platform for advertising a product by using different ways and methods to attract the attention of the customers. There are various ways to capture the thought process. and to sustain the interest of regular customers in the product. size of advertisement is small. where there were number of different stalls and at the end when the customers are about to leave the exhibition there are different food stalls and refreshment stalls. Different brand names. giving more prominence to brand name. this time the form of advertisement i. radio advertising and of course advertisement on Internet. At weekend while going through the shopping mall the same advertisement of Cadbury can be seen highlighted in big posters and banners. banner advertising. Advertising can be in the form of print advertising. here internet playing an important role.e. advertising on Television. but of course. and it is done on a regular basis through the medium of advertising. the advertisement of Cadbury can be seen again. it looks like a teaser and the medium is different. Then on switching on the laptop to check the emails received during the day.ADVERTISING THEIR PRODUCTS IN DIFFERENT WAYS The sales of product in the market depend upon advertising which is one of the factors that boosts the sales of the product in the market. which also gets highlighted. which runs in the minds of the customers. where maximum number of customers come regularly. so that there mind remains focused on the brand name and image of the product. like for instance there was a stall of Sun feast biscuit at an exhibition which was been held on a ground. . The purpose of running an advertising campaign is to generate the interest of new customers into the product. Thus the advertisement of the same product can be seen simultaneously at many different places. For Example:When Sun feast biscuits were initially launched. different products and different ways of promoting the product. Cadbury's advertisement can be seen during the late evening hours when different soap opera are broadcasted. theme of the advertisement also been a part of the poster. the product name and in order to attract the customer's attention.
e. A few days later the same stall was seen at a shopping mall and now the number of customers were more than before.Amongst the various different stalls in the exhibition. The reason being advertisements of Sun feast biscuits been shown on TV. This is where Cybercafe customers are concerned. who were keen and eager to know more about Sun feast biscuits and some were even purchasing the biscuits. Thus customers are always there. which are conducted where the customer has to select the right answer by clicking on one of the four different options provided to him i. Many times prominent websites like MSN. While advertising on the internet there are many customers. banners and dangles must be attractive at the time of initial launch of the product. So advertising here also plays a major role. A. Many a times during movies and during cricket matches there are online contests. Once these details are filled in the customer has to make sure that he has given the correct answer to the question and then submit the form. Like for instance there is a Contest which is been conducted wherein the customer will have to fill in the small form which requires his Full Name. who visit the Cybercafe and obviously they also comes across the advertisements. but when it comes to decision making by the customer with respect to brand names . Address and email ID.C and D and then SMS the right answer on the given mobile number. Yahoo and other big names related to websites are roped in and then there is a different format which is used to make sure that the customers make a note of the advertisement and pay attention to the product details. So there are different ways to grab the attention of these customers. one stall was that of Sun feast biscuits and there were sizable number of customers. mobile number. Later on Shah Rukh was roped in for the advertisement of Sun feast biscuits and now Sun feast is a known to a large number of customers. Thus initially for any brand name it is important to gauge and know the customer's reaction. B. their opinion and views. and then slowly introducing the product in the market for the customers on a regular basis. each individual customer has his own purchasing capacity. recently MicroMax has done this contest during cricket matches. There are mobile compaines who have conducted these kind of contests.
This happens at the time when the customer makes a final decision. telemarketing is a fast growing form of direct marketing in the recent years. Direct marketing: Direct marketing defines the practice of directly provide the promotional information to potential customers instead of through a media. During the pre launch campaign Cadbury should not address the controversy. Direct marketing enable firms to build close relationship with their customers and collect the most relevant customer information. press and the internet. Cadbury Trebor Bassett had launched a series of direct marketing campaign such as the dairy milk’s door drop campaign through the leaflet firms. For example. In other words the Cadbury should focus on the media through which it reaches its primary target market-young people of age 16. radio. This will be done a month before the launch. For example.35. .Use of available media channels. Moreover. It is important that the customer knows about different brand names irrespective of the fact. Many brand names re-launch their products in the market depending upon the previous reaction received and upon the fact that what were the additional features that were required in the product because of which sales dropped. Mailings and inserts to house is being frequently used in the Cadbury’s direct marketing campaign and those campaigns have meet the objectives of Cadbury such as increasing the sales dramatically during the campaign time and it conducted a lot of valid customer information. which product. Media Advertising. This is where advertising and promoting a product in the market plays a dominant role. Direct marketing is cheaper and quick way to get in touch with your target customers and offer more choices as firm’s cutout the inter-mediators. This way the competition will keep their mouth shut and their will be no post launch negativism in Singapore. Cadbury had created the Vodafone mobile marketing to deliver extra content and take the brand awareness and brand identity to a new level amongst the target audience. Cadbury’s multi-award winning campaign like the “Real Taste of Life” to capture the child like spontaneity in every adult had reached extreme success. in order to extend the reach of its popular gorilla campaign and capitalize the target customers of 18-34 years old. TV.many times advertising plays an important factor in the process of purchasing the product. he buys at the end of the day. For the purpose of boosting the awareness and stimulating sales. meaning cinema. however it should make it clear that the product is not suitable for age below 15 and not advisable for pregnant women.
And now the cocoa butter only Cadbury dairy milk chocolates are back in the New Zealand market. Samples given. distributors or ultimate consumers. customers are encouraged to joint the promotions of Cadbury’s Online Community competition. mail box and virtual reality mall kiosks. Cadbury has put much . Great Picnic Challenge and the Top Gear Live Promotion.Interactive media : The interactive media is more effective than traditional media because it allows customers to participate and give feedback throughout the process of purchase and consumption. storytelling and biscuit and button decorating. coupons given. face painting. Cadbury has been launching the yearly discount selling or price off sales promotion activities during Christmas time in supermarket for a long time and it does increase sales dramatically every year. Cadbury utilizes variety of tactics for the public relation such as the activities of sponsorship of screenclick. Sales promotion can be consumer oriented and trade oriented. trade shows. Moreover. For example. The frequently asked questions on Cadbury’s website are being used effectively at all time for customers. Interactive media can take many forms such as the company website. the target audience of the campaign is parents with kids and the campaign include treasure hunts. the FAQ has provided information as “we were listened and fixed” as New Zealand customers complain the palm oil in Cadbury dairy milk chocolate. cooperative advertising and so on.com. Furthermore. Cadbury likes its customers to engage in the operations so as to offer the desired taste of chocolate for its target customers. media gift. Sales promotion: Sales promotion is a common strategy that used to offer extra value or incentive for the product to the sales force. For example. public relation is a risky way of communication due to firms cannot control the infection in negative aspects. building a good relationship with local press representatives to support good reputation in the public is significantly important for firms because people like to support firms with positive image and good reputation. customers can chat on the Cadbury’s community website to obtain more product information and provide feedback to the Cadbury management team. Trade oriented promotion can be done through trade allowances. Publicity/public relation: Business trend to use the news or business press to create and carry positive images or stories about their business and products for the purpose of stimulate their sales and operations. product placement and point of sales. the radio promotion. Therefore. businesses could take one of them or combine two together if require. In addition. However. bonus packs and price off deals are very common form of consumer oriented sales promotion. Cadbury has launched many sales promotion activities especially the customer oriented promotion that customers can benefit from it such as the Cadbury dairy milk buttons had launched the kids campaign in the city centre in April last year.
Cadbury New Zealand had announced to be the official treat provider of the New Zealand Olympic Teams for Vancouver 2010 and London 2012. firms can gain the feedback quickly from customers. via the internet or telephone. Personal selling had been used long time ago by Cadbury and it is not being used anymore as brand awareness and brand identity of the Cadbury was increased dramatically By Karan Grover Roll no. Cadbury has a long tradition of sports sponsorship. prestige and credibility. image. both in its original country and of supporting major international events. demonstrate the benefits of particular products and adjust their message immediately to capture customers’ concern and desire needs.attention to the concern of publicity such as the company always inform to consumers about its changes. Sport sponsorships is a popular trend that many firms used to foster their brand loyalty program in the modern time. it’s easy to find out the information about Cadbury’s international sponsorships promotions such as the Coronation Street and Cadbury's Chocolate and the Cadbury sweeten London 2012 sponsorship. consumers can see the business evolution information on Cadbury website like the “NZ Product Changes Q & A” The most distinctive form of building public relation for Cadbury is its Trading Terms that declare the Cadbury conditions of purchase for detailers to offer the best quality of chocolate and service for consumers. 16 MMM A . For example. From personal selling. For instance. The Cadbury Nutritional labeling global standard to explain about consumer health and ingredient are also indicated on the company website which include the detailed product information and consumer health issues. Personal selling: Personal selling is a two ways communication between sellers and buyers and it can be done through face to face. program or project so as to gain the commercial advantages and showing their advertisement. firms involve coordinated beyond the banner placements in special event in order to broadening its competitive edge by improving the company’s awareness. In addition. Sponsorships: Sponsorships is the branding marketing that businesses invest to support a particular event.
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