SUBJECT :- INTEGRATED MARKETING COMMUNICATION

SUBMITTED TO :- PROF. PARESHA PAREKH

SUBMITTED BY :- JIGAR SINGH RAJPUROHIT (188200592043)
YASH GOHEL (188200592011)
JAYESH PANCHAL (188200592024)
 CONTENT

 INTRODUCTION
 SALES PROMOTIONAL MIX TOOL
 CONSUMER DECISION MODEL
 THE RESPONSE PROCESS MODEL
 INTRODUCTION
Type Subsidiary
Industry Confectionery
Founded Birmingham, England
1824 (195 years ago)
Founder John Cadbury
Headquarters Uxbridge, London, England
Key people Irene Rosenfeld, (Chairman)
Dirk Van de Put, (CEO)
Products See list of Cadbury products
Number of employees 71,657 (2008)
Parent Mondelez International
Founded 19 July 1948

Headquarters Mumbai, India

Key people Anand Kripalu, Managing Director

Products Cadbury Dairy Milk, 5-star, Perk,

Gems, Eclairs, Oreo and Bournvita

Number of employees 2000

 SALES PROMOTIONAL MIX TOOL

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.
 Television, the print media and posters have been the main media of communication for
Cadbury’s advertisements.
Direct Marketing :-

 Direct marketing defines the practice of directly provide the promotional

information to potential customers instead of through a media.
 For the purpose of boosting the awareness and stimulating sales, Cadbury Trebor
Bassett had launched a series of direct marketing campaign such as the dairy

milk’s door drop campaign through the leaflet firms.

 Cadbury’s direct marketing campaign and those campaigns have meet the
objectives of Cadbury such as increasing the sales during the campaign time and
it conducted a lot of valid customer information.
Personal selling :-

 Personal selling is a two ways communication between sellers and buyers and it
can be done through face to face, 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.
Public Relation :-

 Cadbury utilizes variety of tactics for the public relation such as the activities
of sponsorship of screenclick.com, the radio promotion, media gift, product
placement and point of sales.
 Cadbury has put much attention to the concern of publicity such as the
company always inform to consumers about its changes.
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 , the target
audience of the campaign is parents with kids and the campaign include
treasure hunt, face painting, story telling and biscuit and button decorating.
Consumer
Decision
Process Model
Need Recognition :- Hunger, Mood
Information Search :- Availability around , Variant Search
Alternatives of Evaluation :- Cadbury Dairy Milk, Nestle, Amul etc.
Purchase Decision :- Amount of Money in the Pocket, Variant
Choice
Post Purchase Decision :- Satisfied/Dissatisfied
THE RESPONSE PROCESS MODEL
 AIDA MODEL :-
ATTENTION:-

 As soon as the commercial begins our attentions are drawn to the gorilla seated
behind the drum sets.
 This is a very persuasive and effective symbol to grab our attention because it is
creative and unique.

INTEREST :-

 The drum solo played by the gorilla in time with the song "In the air tonight" by Phill
Collins. The background is also interesting as it grabs our attention with their brand
colours.
 The gorilla is however the main focal point in this ad as it provides us with comic
relief and immediately grabs out interests.
 Desire:-

 To discover the source and find out what the ad is actually about. It’s got no relevance to
chocolate but it’s got everything Cadbury stands for.
 Desire is usually provoked in one or more of three possible ways ; people enjoying
themselves, people looking happy/refreshed/more confident, using the product.

Action:-
 How to eliminate the common problem which is to buy Cadbury chocolate.