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Evaluation of IMC
strategy
Cadburys dairy milk chocolate
Pratik Barjatiya
GJAN14CMM13
7/28/2015
Introduction to IMC
Integrated marketing communication is a marketing approach which aims at sending across a single
coherent message to the minds of the consumers or potential consumers about the product or service
and position themselves in the desired way the marketer wants it.
There can be many avenues by which a consumer can be reached in terms of marketing
communications. It can be print ad, TV commercials, Public relation activities, hoardings, Internet, Social
Media, Mobile platform, etc. But the aim of all these is to position the brand in the same way in the
minds of the customer as the marketer wants it and without any inconsistency in understanding the
same.
There have been many definitions for IMC but no standard definition is accepted. Every organization
understands it in their own ways and implement according to their requirements and objectives.
b. Impulsive Purchases:a big consumer chuck belongs to this segment who does impulsive
purchases so placed at checkout counters and aisles of stores.
c. Dessert Segment: Almost everyone has a culture of having dessert after food so there exist a
segment which needs to be tapped.
Target
Started targeting children and then youth of the country. The ones who bought chocolates to celebrate
and occasion or an event. But after achieving this target they realized it that they need to target as
many as possible. So they made it synonyms with Kuchmeethahojaye slogan to give it a more sweet
touch to it.
Earlier chocolates in India was for children and youngsters but this made everyone the target from kids
to parents to old people. The whole eco system was captured with a single message and a consistent
brand image for all the audience was built.
Positioning
The way Cadburys is positioned is the most beautiful thing to learn in IMC. They have been changing
their positioning with time and depending on their strategy to capture the market.
From kuchkhaashaizindaimei which was the old time positioning . It communicated the audience to
be carefree and be relaxed always.
Then it tried to position itself with sweet as Kuch meethahojaye so that dairy milk becomes a
substitute of sweet.
Then later it positioned it as an alternative to eat it before you start anything to do even as small as to
start a day. ShubhAarambh
This can even take the positioning to give bhog to the gods for festivals and religious ceremonies.
5C Analysis
Company: Cadburys dairy milk brand of chocolate manufactured by Kraft Foods pvt Ltd and sold in
many countries.
Customers: The target customers age group ranges from 5 years to 60 years. The range of customer
varies from size to brand imagery.
Competitors: Main competition for dairy milk in India are companies like Nestle, Amul chocolates.
Whereas their premium products face competition from the Swiss made chocolates. Cadburys excellent
IMC has made a strong image in the minds of the customers and have a strong brand positioning.
Climate: Climate for chocolate industry is very attractive in India. With high margins and promising
future growth.
Collaborators: Cadburys dairy milk has a big network of whole sellers and retailers who totally make up
the collaborators
Customers
Cadbury targeted different segments with different ad campaigns. They started from kids, then youth,
then young adults, and then old people. They also targeted the rural population by the Miss Palampur
campaigns.
An image was created in minds of the consumers that it can be bought as
The customer will buy from any big leading super stores and chain outlets.
They will also buy form the near pop and mom store called the kirana shops.
Cadburys tried to get as many as boxes possible at the point of purchase near the billing counter to they
can stimulate impulsive buying. Also they got the eye level shelves to get the maximum exposure in
terms of viewing.
The consumers land up buying
Impulsively
Or festive season
Or some special occasion
Customers choose the product based on its brand imaging ,quality and the brand value understood by
the consumers.
Miss Palampur
This ad targeted the rural population of India and was successful in doing so. One villager makes his cow
win as the miss Palampur which is a small town and then he celebrates with dairy milk with the whole
village. This ad got a vey huge response from the rural India and the market share increased with this
communication.
The rural connect emotionally with the brand and there was higher loyalty which was measured.
Shubh Arambh
This advertisement communicated that even before you achieve the success or feel achievement the
anticipation for it should make you eat a Cadbury dairy Milk to have a good start.
This advertisement was highly successful between the age group of 15 to 35 years old. This enabled
Dairy Milk to reestablish amongst the target group.
Direct marketing
Direct marketing is a strong form of marketing communication technique which is directed towards a
specific individual. In direct marketing there is a strong bond which is built between the consumer and
the brand.
Cadburys had launched few direct marketing campaign such as distributing leaflets at the homes of the
individuals . This developed a better brand relationship with the consumers and it helped in increasing
the sales and repeat purchases from the customers
Interactive Media
Interactive media is much more effective than the traditional media . It gives consumers a chance to give
feedbacks and suggestion. At the same time the response of the customer can be captured and used for
better decision making for future use .
Cadburys dairy milk used various tools and methods to interact with their customers through various
mediums
to
have
a
better
and
close
interpersonal
interaction.
They had online competitions and other engagement activities which got the consumer more close to
the brand.
Public Relations
Public relations is one of most important thing in building a good and positive image in the market. A
good PR can boost your image bounds and folds. There is a risk attached to PR activities that it can
dampen the image of the organization and harm the brand identity f the brand.
Cadburys did a very strong PR exercise and also came out of the worms issue beautifully which no other
brand can do that easily.
They certainly have a good sense of PR and have been a benchmark for many of competitors.
Crisis Management
When Cadburys dairy milk was found to have worms it faced a lot of heat from the market and faced a
lot of credibility and trust issues. It took a bad beating on their brand reputation.
But Cadbury realized its mistake and owned up and promised its customers and other stakeholder that it
will look into this and work towards a better packaging for utmost safety & hygiene for its customers.
They then roped in super star Amitabh Bacchan as its brand ambassador who is known for its credibility
and positive image. This helped them gain their lost credibility in the market.
The superstar visited the company and saw how the chocolate was made and packed and then he took
up the ad assuring its customers it is safe to have Dairy milk especially for the children.
Conclusion
IMC is one of the most important factor in communicating the right stuff to the consumers. It is a way to
connect to the end users on a personal basis and have a emotional touch to it.
The customer literally feels that it is interacting with a person and has a image of the personality of the
brand in its mind.
Cadburys, by using IMC in the correct way could combat the reputation issue successfully. It created a
strong brand image in consumers minds. All this was done using strong brand imagery and a consistent
way of passing the communication to the customer.
All the possible avenues are used in communicating with the customer ,the customer interacts with the
brand communication in many ways but still the consistence of the interaction is intact .
This keeps the customer clear in the head about what the value is of the brand.
IMC is a very potent and a strong tool for making a good brand image and a strong bond with the
customer. IMC should be used with caution and it should be made sure that all the avenues
communicate the same value to the customers to gain more loyalty and repeat purchase.
There are no clear definition of IMC and there is no standardization for IMC so there is little lack of
knowhow to use this tool. Still many companies are using IMC now for creating a better brand value in
the eyes of the customers.
By integrating various tools such as conferences, Press release, TV advertisements, Public relations,
other advertisements, email, social media and internet, Cadburys was able to communicate a unified
message and get the audience to have a higher appeal and a better brand image in the minds of the
consumers.