Marketing Strategies of Cadbury Essay

Cadbury uses a great range of marketing strategies including catchy taglines, brand equity, strategic distribution, targeting market segments, visionary production and maintaining competitiveness. Taglines used by Cadbury are catchy and intimate to the people living in that area. Taglines are also made according to the region. Cadbury brands address the needs of all the consumers by their age, tastes and preferences. It has made separate chocolate brands for different shopping scenarios for instance when shopping for family treats or just a snack bought on impulse. Cadbury range of products is suitable for every situation. Products are also distributed equally to all areas regardless of whether they are urban or not. The products are also distributed through a chain from wholesalers, to retailers, and to the customer. Efficient and timely distribution ensures that as many people as possible are reached. Based on the demographic characteristics of the market base, the company makes marketing decision to exploit the existing demographical stratification. The stratification may be on account of ethnicity, targeting markets based on their social, ethnic and cultural beliefs and preferences. Income is also considered hand in hand with occupation since they are directly concomitant. Marketers of chocolates target the higher-earning members of the social strata since they can afford these luxuries. Distribution will also strategically target various occasions, for instance, distribution of confectionaries themed in the particular season of the year or ongoing festivities, for instance, Easter and Christmas. This kind of strategic distribution and maintaining equity in production is advantageous to Cadbury in maintaining a loyal customer base.

Advertising of products in Ireland is done through television media, online platforms, posters, and newspapers. There is, however, an alarming rate of obesity in Ireland and the government is attempting to minimize such cases. As a result, they have restricted advertising of chocolate confectionaries during children programs. This requirement has robbed Cadbury of many potential consumers among children. Posters are similarly used for advertising.

The brand identity in Ireland is the standard one used in a majority of countries. The names of the products do not change but remain the same as they are in other countries. The identity features remain the same as in most countries; the font and the packaging color of the brand remain the same. The slogan or vision in Ireland is "working together to create brands people will love," which remains uniform across all countries. Cadbury uses a uniform logo all around the world with the same font and the same font color.

Advertising in Ireland is done through integrated marketing communication. This is where all aspects of advertisement are unified so that they work together and create a seamless encounter for the consumer and the presentation is uniform in tone and style such as to buttress the brand's core message. All advertising mediums need to tie together the messages through all the platforms the so that the consumer is constantly reminded of the products. This technique is cost effective as it reduces mass fragmentation and use of mass media thus becoming effective with costs.

India

The Indian branch of the company has been on the growing trend and impressively too. Cadbury India has a market share of up to 70% which makes it Cadbury's largest global brand share(Fernandes, Gupta, & Vidyasagar, 2016). The most common Cadbury brand is Cadbury dairy milk. Other Cadbury products have also caught on including Hall in the medicated confectionaries category which is the favorite candy; India has also entered the biscuit paradigm with the Oreo biscuit brand. Aside from marketing, Cadbury has also established a stable cocoa cultivation initiative in India since 1965.

The chocolate industry is very competitive featuring Cadbury's Mondelez, Nestle, Mars, Amul, and Ferrero. All these companies are fighting for share in the confectionaries industries. Whereas Cadbury leads in shares acquired, Mars is following close by, competitively gaining shares in particular brands of confectionaries giving Cadbury a run for its money. In 2017, Mars' market shares in filled chocolates grew well above those of Cadbury(Fernandes, Gupta, & Vidyasagar, 2016). Mars has been largely focused on growing beyond Cadbury looking for more opportunities strategically utilizing the new opportunities that present themselves. India is a third world country. It has plenty of high poverty levels, with extremes in the high and wealthy in society. The urban community in India is characterized by state of the art infrastructure while the rural population languished in poverty with less than the bare minimum in social amenities.

Cadbury Dairy Milk is advertised in India through television media, radio, poster, and online marketing. It has made it to the list of the best advertisements of all time owing to its interactive nature, and similarly, various campaigns are done by Cadbury at various times to achieve certain goals. It has been a leader in the chocolate market enjoying the loyalty of its fans over the years. There were times when the market base in India associated Cadbury dairy mil with juvenile pleasantries. The company then came up with targeted advertisement campaigns for the adult community. Looking at India's culture, the market was a tough one to break, and Dairy Milk had to break through the local confectionaries production base. These advertising campaigns focus on the culture and traditional underpinnings of the Indian community while embracing a contemporary aspect to make the advertisement more relatable and relevant to most people. Background music in audio-visual advertisements has been very vital in the connection and maintenance of such connections with the audience. Cadbury Dairy milk has been very culturally sensitive it the traditional and cultural beliefs of Indians and never has it suggested or used vulgarity in its advertisements.

As regards identity, Cadbury is very culturally sensitive. The brand names remain the same in India as the rest of the world and the same applies to the logo and the slogan. The branding fonts and color do not change. Although the concepts of the taglines and the slogans remain the same, Cadbury India still uses a culturally and traditionally sensitive technique to deliver these messages. The slogans and taglines are in Hindi, in the interest of maintaining linguistic correctness.

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