Cadbury Communication Strategies Essay Example

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    Marketing
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    Undergraduate
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Cadbury Communication Strategies 4

Cadbury Communication Strategies

Introduction

Cadbury has built a reputable brand since 1824 when John Cadbury opened the first Cadbury shop in England. For instance, Cadbury Schweppes can be considered as the fourth largest business in the world dealing with confectionaries, including sugar, gum, and chocolate based products (Business 2000, 2016). Since its existence, the company has had tremendous growth internationally and Australia is one of the core markets. This present paper provides the communication strategies employed by the company in promoting its products in the Australian market. It covers aspects like the company’s target market, problems facing the business, and finally, viable recommendations.

Target market

With three confectionary factories located in Hobart, Tasmania, New Zealand, and Melbourne, Cadbury fabricates cocoa products that are competitive in the market. Since chocolate can be used as gifts to impress others, the primary target market is middle class to upper class, or in terms of age, those individuals aged above 25 (Roy Morgan Research, 2014). In addition, because children are lovers of taking chocolate, it also targets children, especially through its packaging style. However, since adults usually buy for the kids, it is no surprise that the company has primarily targeted those aged 25 and above.

Current Communications Tools and Strategies

The company capitalizes on the internet for maintaining an adequate and working communication strategies. Besides, the company also uses the media to enhance its communication. For instance, Cadbury announced in 2014 that it would embark on an intensive social media strategy with the aim of engaging consumers in “flavor conversations” by setting aside $7 million for the campaign. This strategy aims to ask users to identify themselves using one of the “personalities” related to the new flavor additions.

The move aims to increase engagement of consumers and improving brand loyalty via social media. In essence, viewing the company’s website at https://www.cadburykitchen.com.au, it is clear that the business communicates with its consumers via Pinterest, Twitter, Facebook, and Google Plus. Cadbury’s My Kitchen provides consumers with an opportunity to save their favorite recipes into an online cookbook (Cadbury Australia, 2016).

Also, the company ensures that its consumers are engaged in competitions, such as Ramp Up to Rio, Timeout, as well as Crème Egg Facebook competitions (Cadbury Australia, n.d). It also uses sports endorsements. For example, the company encourages its customers to support the Australian Paralympics through custom SMS (Mumbrella, 2016). Packaging is an important communication tool, which the company has excelled, particularly on the spelling of the letters which are customized for more consumer attraction.

Problems Associated with the Communication Tools

According to Newstead and Victory (2014), the communication move to capitalize on social media may not cover all consumers. The target market may be a little wrong because children frequently take chocolate products but the company does not concentrate on this target market. TV advertisements are costly, and thus, it can cut into massively into the budget. Also, according to Pickton and Broderick (2003), not all consumers, especially those aged 50 and above, use the internet. The company does not use celebrities for endorsements and also sends signals of inconsistent messages because its advertisements on TV while the packaging may be covered by cartoons, which are meant for children while its target market is different. Therefore, the benefit is not clear. The company does not use direct marketing tools such as emails, and does not make magazine advertisements or capitalize on personal selling.

Recommendations

It is recommended that the company should capitalize on other communication media, including billboards in the towns of Australia, as well as direct marketing by emailing local consumers. Also, magazines should also be used. This will enable the corporation to gain more consumers’ attention (Shimp, 1997). In addition, it should also focus on marketing strategies for the young for an increased consumer size. Also, since Corporate Social Responsibility (CSR) is a strong move for improving publicity (Saeidi et al., 2015), it is highly recommended that the company adopts some of the CSR initiatives. Lastly, it should incorporate personal selling in its communication mix.

Conclusion

In summation, despite the fact that Cadbury Australia is a major competitor in the confectionary industry, it should appreciate other communication media, including traditional media such billboards, as well as adopting other media such as celebrity endorsements, magazines, and personal selling. However, since communication is aimed at gaining more customers, the company should also utilize market penetration strategies.

References

Business 2000, 2016. Brand Development by Identifying Brand Values. [Online] Business 2000

Fifth edition. Available at: http://www.business2000.ie/pdf/pdf_5/cadbury_5th_ed.pdf[Accessed 10 Mar. 2016].

Cadbury Australia, 2016. Competitions and Promotions. [Online] Cadbury.com.au. Available at:

https://www.cadbury.com.au/Competition.aspx [Accessed 10 Mar. 2016].

Cadbury Australia, 2016. My Kitchen: Cadbury Kitchen. [Online] Cadburykitchen.com.au.

Available at: https://www.cadburykitchen.com.au/my-kitchen/ [Accessed 10 Mar. 2016].

Kirsten, V. and Newstead, K., 2016. Opinion: Will Cadbury Australia’s new social media

strategy bring them joy? — AdNews. [Online] Adnews.com.au. Available at: http://www.adnews.com.au/opinion/opinion-will-cadbury-s-new-media-strategy-bring-it-joy [Accessed 10 Mar. 2016].

Mumbrella, 2016. Cadbury encourages consumers to support Australian Paralympics team via

custom SMS — mUmBRELLA. [Online] mUmBRELLA. Available at: http://mumbrella.com.au/348228-348228 [Accessed 11 Mar. 2016].

Pickton, D. and Broderick, A., 2003. Integrated Marketing Communications. London: Pitman

Publishing.

[Online] Roy Is the glass and a half still full for Cadbury?Roy Morgan Research, 2014. 

http://www.roymorgan.com/findings/5615-chocolate-block-Morgan. Available at:

consumption-cadbury-and-lindt-december-2013-201406012329 [Accessed 10 Mar. 2016].

Shimp, T.A., 1997. Advertising, Promotion and Integrated Aspects of Marketing

Communications. Florida and Texas: Dryden Press.

Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate

social responsibility contribute to firm financial performance? The mediating role of competitive advantage, reputation, and customer satisfaction. Journal of Business Research68(2), pp.341-350