Cadbury Communication Mix

1851 Words Apr 11th, 2006 8 Pages
What is the communication mix of Cadbury?

The marketing communications mix consists of five major modes of communication

1. Advertising

- in the case of Cadbury, advertising is used to build a long-term image of the product

- Cadbury must therefore through its media posture be the market champion and carry the brand message

- Television is the advised primary medium of communication as it has mass reach, a favourable image, high prestige value and is attention getting

- Cadbury also advertise through magazines, radio, promotions, online etc

- Consumers might believe that a heavily advertised brand must offer good value

- The 'taste' of Cadbury's chocolate has long been the focus of Cadbury's advertising. This has been supported by
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A strategic brand n the Cadbury's inventory, it is the only brand facing competitive ad spend from Nestle in its sub-category and so must build on its strengths and plug its weaknesses within its restrictions. The target audience is well defined and an entirely different gamut with regard to communication strategies including media vehicles. The primary target is school-going children and though mothers as buyers are enticed by the advertising message of 'goodness of milk' it is primarily the children who act as influencers and are to be spoken to through the advertising and consequently the media. The media again acting as a support of the advertising proposition and being a high-visibility strong presence and recall value brand with the TG. A comparatively tight budget calls for media innovation, which may include reaching out directly to schoolchildren via direct marketing strategies to supplement other media channels. This can be kept in mind while considering the implementation of the media posture.

Cadbury's communication, like its brand personality is a reflection of the relationship it shares with its consumers. Cadbury's Dairy Milk is the brand leader and in effect the mouthpiece of the Cadbury's range, through which it successfully attempts to remain the almost generic leader of the
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