Professional Documents
Culture Documents
CITY
COLLEGE
INTERNATIO
NAL
FACULTY OF
UNIVERSITY
OF
SHEFFIELD
INTEGRATED MARKETING
COMMUNICATION PLAN
Executive Summary
Table of Contents
1. Introduction
The last time the integrated marketing communication became one of the most
researched topics for academic and advertising communities. According to Schultz
(1999), the IMC could be seen as a concept which recognizes the value of selected plan
in order to evaluate the strategic roles of a range of IMC disciplines. In addition, the IMC
help companies to achieve the communication objectives which are: to inform, persuade
and remind about the brand and products. The colossal development of new electronic
media and Internet generally had changed the marketing communications used by
companies last time. The marketers and advertisers need to take into consideration that
IMC are not like a twenty years ago which led them to face these challenges and to take
changes in designing, implementing and evaluating marketing communication strategies
(Keller, 1996).
Also, the marketing communication plays the significant role in creating the brand
image and relationship with stakeholders. In the most of situations the advertisement
and promotion of brand increase the sales volume and it is vital for the company due to
high awareness to brand brings market power and as a result competitive leverage and
higher profits (Dawar, 2004). The dramatic development of new electronic media brought
important changes in advertisement and marketing communication planning generally,
that led the companies to change the way of promotion through Internet tools and
especially social media. The marketers and advertisers faced some challenges such as
the evaluation and selection of new electronic media tools and the way to use them in
order to achieve marketing communication objectives and to find efficient marketing
communicator (Low, 2000).
The current marketing communication plan is established in order to raise
awareness to the Cadbury brand and to the famous Cadbury's product "Dairy Milk". In
the IMC plan presented the market situation, competitive analysis and the advertisement
campaign. The main reason of the IMC plan was to achieve marketing communications
objectives and goals.
Cadbury Boost
chocolate. The Cadbury provide to the market also different flavors such as: Hazelnut,
Apricot, Fruit Nut, chocolate chip and toasted coconut.
Cadbury Caramilk
The Cadbury Caramilk bar is made by Cadbury subsidiary company in Canada and
it is a bar with caramel inside which gives the chocolate extraordinary taste. The Cadbury
provides a large variety of Cadbury Caramilk with some bars made from dark chocolate
or with taste of cappuccino.
Crispy Crunch
Cadbury Crispy Crunch is a bar with crispy peanuts flake inside. The Crispy
Crunch was created in order to take competitive advantage from the Butterfinger bar of
Nestle and Fifth Avenue bar of Hershey.
worldwide recognition. The chocolate bar started its history from 1905 and until our days
is estimated in Britain as the most popular chocolate and at least 65% of British buy the
product per year. The secret of Cadbury Dairy Milk is containing in the each bar a glass of
milk by creating the chocolate bar creamier.
The worldwide chocolate market is mostly represented by six companies, which in 2007
had been controlled 57% of the market (see graphic below).
Cadbury is one of the largest confectionary companies with revenues more than
$7 billion.
Strong brand image built during the 200 years history with worldwide recognition.
The company follows the mission and objectives of ethical values and
environment-friendly organization.
Large variety of products.
Steady growth of U.S. chocolate market.
Weaknesses:
chocolate segment.
Low expansion to the new markets.
In 2006 Cadbury recalled more than 1 million Cadbury Dairy Milk bars due to
health fears.
Opportunities:
The company after the deal with Kraft Foods has the opportunity to expand their
Threats:
The economic crisis in Europe stopped the growth of chocolate market and
3. Objectives
The changes in the packaging design led the Cadbury to inform the customers
because this product can be treated as a new product. In a corporate level the company
has established a variety of objectives which are delivered to shareholder high returns
through the growth and efficiency of the organization (Cadbury, 2009). The main
objectives of the communication mostly bases on awareness and the sales growth due to
succeed communication campaign. Also, communication objectives are driven to
influence the customer's involvement and attraction to the campaign.
4. Marketing Communications
Strategy / Positioning Strategy
Most IMC plans use a mix of marketing communication functions and marketers
need to identify which marketing communication tools efficiently and effectively will help
to achieve the objectives and to determine which media mix is suitable with chosen
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6. Message
If in the Heaven after the End of the Earth there are no chocolate, I'm
not going.
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The key was how do own the moment of " pappu passinghis exams" in the media space
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9. Media Planning
10. Budget
Annual ad spending on the Cadbury brands is $120 million, per
Kantar Media.
Variations of this approach exist. Instead of asking the departments what they think they
need to achieve their goals, companys management may set a percentage of the sales
price as a
fixed parameter. Another variation is that instead of looking at expected sales, the total
budget
is determined as a percentage of last years sales. Finally, the affordable method works
much like
illustrated in Table 5-4, with the important difference that the MC budget is not included
in the
calculations beforehand, but rather follows from subtracting all estimated costs from the
expected revenues: what remains can be spent on MC.
http://www.adweek.com/news/advertising-branding/cadbury-shifts-media-107360
Conclusions
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Reference List
Schultz, D.E. (1999) Integrated marketing communications and how it relates to
traditional media advertising. In The Advertising Business: Operations, Creativity,
Media Planning, Integrated Communications, J.P. Jones (ed). London: Sage
Publications, pp. 325338.
Dawar, Niraj (2004), "What Are Brands Good For," MIT Sloan
Management Review. 46 (1), 31-37
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Appendices
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