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Introduction:-

Integrated marketing communications (IMC) is an approach used by organizations to brand and coordinate their communication efforts. The American Association of Advertising Agencies defines IMC as "a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines and combines these disciplines to provide clarity, consistency and maximum communication impact. " The primary idea behind an IMC strategy is to create a seamless experience for consumers across different aspects of the marketing mix. The brand's core image and messaging are reinforced as each marketing communication channel works together as parts of a unified whole rather than in isolation.

An approach to achieving the objectives of a marketing campaign, through a well coordinated use of different promotional methods that are intended to reinforce each other.As defined by the American Association of Advertising Agencies, integrated marketing communications " ... recognizes the value of a comprehensive plan that evaluates the strategic roles of a variety of communication disciplines advertising, public relations, personal selling, and sales promotion and combines them to provide clarity, consistency, and maximum communication impact."

Integrated Marketing Communication(IMC) is the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotionalmethods to reinforce each other.

It is essential for organizations to promote their brands well among the end-users not only to outshine competitors but also survive in the long run. Brand promotion increases awareness of products and services and eventually increases their sales, yielding high profits and revenue for the organization.To understand integrated marketing communication, let us first understand what does brand communication mean?Brand communication is an initiative taken by organizations to make their products and services popular among the end-users. Brand communication goes a long way in promoting products and services among target consumers. The process involves identifying individuals who are best suited to the purchase of products or services (also called target consumers) and promoting the brand among them through any one of the following means: Advertising Sales Promotion Public Relation Direct Marketing Personal Selling Social media, and so on

Integrated Marketing Communication - Let us now understand what does integrated marketing communication mean?

Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers. In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness.Various components of Integrated Marketing Communication:1. The Foundation -As the name suggests, foundation stage involves detailed analysis of both the product as well as target market. It is essential for marketers to understand the brand, its offerings and end-users. You need to know the needs, attitudes and expectations of the target customers. Keep a close watch on competitors activities.

2. The Corporate Culture -The features of products and services ought to be in line with the work culture of the organization. Every organization has a vision and its important for the marketers to keep in mind the same before designing products and services. Let us understand it with the help of an example.Organization As vision is to promote green and clean world. Naturally its products need to be eco friendly and biodegradable, in lines with the vision of the organization.

3. Brand Focus -Brand Focus represents the corporate identity of the brand.

4. Consumer Experience -Marketers need to focus on consumer experience which refers to what the customers feel about the product. A consumer is likely to pick up a product which has good packaging and looks attractive. Products need to meet and exceed customer expectations.

5. Communication Tools -Communication tools include various modes of promoting a particular brand such as advertising, direct selling, promoting through social media such as facebook, twitter, orkut and so on.

6. Promotional Tools -Brands are promoted through various promotional tools such as trade promotions, personal selling and so on. Organizations need to strengthen their relationship with customers and external clients.

7. Integration Tools -Organizations need to keep a regular track on customer feedbacks and reviews. You need to have specific software like customer relationship management (CRM) which helps in measuring the effectiveness of various integrated marketing communications tools.Integrated marketing communication enables all aspects of marketing mix to work together in harmony to promote a particular product or service effectively among end-users

The Shift from Fragmented to Integrated Marketing Communications

Prior to the emergence of integrated marketing communications during the 1990s, mass communicationsthe practice of relaying information to large segments of the population through television, radio, and other mediadominated marketing. Marketing was a one-way feed. Advertisers broadcasted their offerings and value propositions with little regard for the diverse needs, tastes, and values of consumers.

Often, this "one size fits all" approach was costly and uninformative due to the lack of tools for measuring results in terms of sales. But as methods for collecting and analyzing consumer data through single-source technology such as store scanners improved, marketers were increasingly able to correlate promotional activities with consumer purchasing patterns. Companies also began to downsize their operations and expand marketing tasks within their organizations. Advertising agencies were also expected to understand and provide all marketing functions, not just advertising, for their clients.

Today, corporate marketing budgets are allocated toward trade promotions, consumer promotions, branding, public relations, and advertising. The allocation of communication budgets away from mass media and traditional advertising has raised the importance of IMC importance for effective marketing. Now, marketing is viewed more as a two-way conversation between marketers and consumers. This transition in the advertising and media industries can be summarized by the following market trends:

a shift from mass media advertising to multiple forms of communicationthe growing popularity of more specialized (niche) media, which considers individualized patterns of consumption and increased segmentation of consumer tastes and preferences the move from a manufacturer-dominated market to a retailer-dominated, consumer-controlled market the growing use of data-based marketing as opposed to general-focus advertising and marketing greater business accountability, particularly in advertising performance-based compensation within organizations, which helps increase sales and benefits in companies unlimited Internet access and greater online availability of goods and services a larger focus on developing marketing communications activities that produce value for target audiences while increasing benefits and reducing costs

The Tools of Integrated Marketing Communications

The IMC process generally begins with an integrated marketing communications plan that describes the different types of marketing, advertising, and sales tools that will be used during campaigns. These are largely promotional tools, which include everything from search engine optimization (SEO) tactics and banner advertisements to webinars and blogs. Traditional marketing communication elements such as newspapers, billboards, and magazines may also be used to inform and persuade consumers. Marketers must also decide on the appropriate combination of traditional and digital communications for their target audience to build a strong brand-consumer relationship. Regardless of the brand's promotional mix, it is important that marketers ensure their messaging is consistent and credible across all communication channels.

Benefits of Integrated Marketing Communications

With so many products and services to choose from, consumers are often overwhelmed by the vast number of advertisements flooding both online and offline communication channels. Marketing messages run the risk of being overlooked and ignored if they are not relevant to consumers' needs and wants. One of the major benefits of integrated marketing communications is that marketers can clearly and effectively communicate their brand's story and messaging across several communication channels to create brand awareness. IMC is also more cost-effective than mass media since consumers are likely to interact with brands across various forums and digital interfaces. As consumers spend more time on computers and mobile devices, marketers seek to weave together multiple exposures to their brands using different touch points. Companies can then view the performance of their communication tactics as a whole instead of as fragmented pieces. The other benefit of integrated marketing communications is that it creates a competitive advantage for companies looking to boost their sales and profits. This is especially useful for small- or mid-sized firms with limited staff and marketing budgets. IMC immerses customers in communications and helps them move through the various stages of the buying process. The organization simultaneously consolidates its image, develops a dialogue, and nurtures its relationship with customers throughout the exchange. IMC can be instrumental in creating a seamless purchasing experience that spurs customers to become loyal, lifelong customers.

CADBURY-COMPANY PROFILECadbury India is a food product company with interests in Chocolate Confectionery, Milk Food Drinks, Snacks, and Candy. Cadbury is Indias largest chocolate maker and enjoys a healthy market share of more than 70% closely followed by Nestle which has a market share of 20%. The big two names in the chocolate market together enjoy more than 90% of the market while as the rest of the players, that is, Campco, Amul enjoy the rest. Cadbury commands the market with some great products like Dairy Milk, Five-star, Bourneville, and clairs which are enjoyed by all. Today, Cadbury has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). Its corporate office is in Mumbai. Worldwide, Cadbury employs 60,000 people in over 200 countries.COMPETITORS:

Cadbury Dairy Milk

Product typeConfectionery

OwnerCadbury

CountryUnited Kingdom

Introduced1905

Related brandsList of Cadbury products

MarketsWorldwide

TaglineFree The Joy

Websitewww.cadbury.co.uk

TypeCadbury UK Limited (Subsidiary)

IndustryConfectionery

FoundedBirmingham, United Kingdom (1824)

HeadquartersUxbridge,London, United Kingdom

Key peopleIrene Rosenfeld (Chairman and CEO)

ProductsSeelist of Cadbury products

Revenue11,346,002,000 (2011)

Operating income559,432,200 (2011)

Net income447,545,760 (2011)

Number of employees71,657 (2008)[1]

ParentMondelz International

SloganWorking together to create brands people love

Websitewww.cadbury.co.uk

History

In June 1905 in England, Cadbury made its first Dairy Milk bar, with a higher proportion of milk than previous chocolate bars, and it became the company's best selling product by 1914. George Cadbury Junior, responsible for the development of the bar, has said "All sorts of names were suggested: Highland Milk, Jersey and Dairy Maid. But when a customers daughter suggested Dairy Milk, the name stuck." Fruit and Nut was introduced as part of the Dairy Milk line in 1928, soon followed by Whole Nut in 1933. By this point, Cadbury's was the brand leader in the United Kingdom. In 1928, Cadbury's introduced the "glass and a half" slogan to accompany the Dairy Milk bar, to advertise the bar's higher milk content.

In September 2012, Cadbury made the decision to change the shape of the bar chunks to a more circular shape in order to reduce the weight. The bar had not seen such a significant change in shape since 1905.

Since 2007 Cadbury had a trademark in the United Kingdom for the distinctive purple colour (Pantone 2865C) of its chocolate bar wrappers,[6] originally introduced in 1914 as a tribute to Queen Victoria.In October 2013, however, an appeal by Nestl succeeded in overturning that court ruling.

Amitabh Bachchan as brand ambassador

Cadbury India Ltd has announced that mega star Amitabh Bachchan will be the company's new brand ambassador.He will endorse and promote Cadbury chocolates for a period of two years. As brand ambassador, he will play a key role in brand and product communication on television, in print and outdoor media.Commenting on Amitabh Bachchan as brand ambassador for Cadbury chocolates, Puri said, "There is a perfect fit between Amitabh Bachchan and Cadbury chocolates - their timelessness, and the love and trust they both share with the people across India, makes this an ideal partnership. Moreover, MrBachchan has a universal appeal that extends to everyone from 6 to 60, just as our chocolates do. Amitabh Bachchan said, "Most of you may not know this, but I have been a brand ambassador for Cadbury for the last 55 years. Only, now it is official. Bringing smiles, spreading happiness and joy amongst millions of people in India is what Cadbury and I shall be continuously working towards."

MARKETING PLAN

Marketing Objectives:-

Over the years Cadbury dairy milk has positioned itself as an all-time favorite chocolate that is meant for all irrespective of the age, class and gender. It has been always marketed as a chocolate having the contemporary taste but which is affordable, with several variants to select from and over the time it has been trying to position itself as an alternative to the traditional Indian sweet. Whereas the corporate strategies are centered towards ensuring profitable growth in the market and grow shareholder value over the long term the marketing strategies are more particular which can be stated a follows:-

Increase sales profit of Cadbury diary milk Positioning diary milk as a successful alternative to the traditional Indian sweets in order to cash in the rich tradition of Indian people associated with desserts Sustain market share over the year through product innovation in product development and packaging

STP for Cadbury Diary Milk:-

Dairy Milk chocolate bars have been in existence since 1905. Their packaging has changed, although their promotions remain somewhat constant but the positioning has evolved over the years. Their actual Diary Milk chocolate has not been altered over time except for when being sold to different regions Indians like creamier chocolate than do those from England so Dairy Milk in India contains more of a milk content.

Segmentation: - The segmentation of the market for dairy milk is based on three things. The first one being based geography. Geographically, Dairy Milk bars are segmented by consumer preferences in the area and are sold more predominantly in regions which consume more snack/junk food. The other type of segmentation is catering to the impulse purchasers. These type of consumers form a major chunk of the consumer base that the product caters to. Dairy Milks are often stocked in convenience stores and the check-out aisles of supermarkets due to impulse purchasers who are buying the chocolate for purchase and consumption now. The other segment is the gift segment. Giving away chocolates as gifts is a trend that is fast catching up in India Cadbury dairy milk wants to cash in on that. The latest segment that Cadbury dairy milk is catering to is the dessert segment. The tradition of having a dessert after meal is present in every civilization and this is a huge segment. The latest drive of dairy milk is to become the national dessert of the country. As far as segmenting the market on income there are different variants of dairy milk (bournville and silk) targeted towards the higher class who are ready to pay the premium for extra dark chocolate. Targeting: - Starting from 1905 the purchasers of dairy milk have changed from children to all age groups. When Cadbury started its operation in India their main buyers were children and the youth who brought chocolates to celebrate special occasion. This limited the market for Cadbury dairy milk. This is a reason that Cadbury came out with the campaign of (kuch meetha ho jaye) to make dairy milk synonymous with sweet so that it could target all the age groups. In India it was a mentality that chocolates are for children and the adults were more inclined towards to the conventional sweets. This campaign targeted them and saw a change in the target market for the brand. Now the target market for dairy milk is every member of the family.

Positioning: - Cadbury Dairy Milk excels at positioning. Not only can the chocolate bars have many different positions based on which segment they are in, but also none of the positions damper the effects of other positions! Youth see with word Cadbury as a synonym for chocolate, others see it as synonyms for sweet and love and bliss. In India it positioned itself as spontaneous, special, carefree, real moments (Mazza aa gaya) in the initial stage. But later it tried to position itself as brand that is synonymous with sweet (Kuch meetha ho jaye). The most recent campaign (Shubh Aarambh) tries to take forward the initial positioning of dairy milk as an alternative for the traditional sweet and positions itself as something that is as auspicious as the sweet which is generally offered as bhog to gods.

The Marketing Mix:-

Product:- The product Diary Milk is a chocolate bar that is made from real dark chocolate. The design of the chocolate is nearly same throughout the world with slight changes that are made according to the different regions. The amount of milk content in dairy milk is the highest as compared to other competitors. The components that are used in making the chocolate are sugar, cocoa butter, vegetable fats, cocoa mass and emulsifiers. The various variants of dairy milk are Wowie, Crackle, Fruit and Nut, Crunchie, Temptations (roasted almond, rum raisins and raisin apricot), Bournville and Silk.

Price:- Cadbury Dairy Milk has always adopted a competitive pricing strategy for the basic product whereas has gone for premium pricing on the other other variants. The price list is given as follows*:-

Product Weight(gms)Price(Rs.)Dairy Milk 9.5 5Dairy Milk 20 10Dairy Milk 38 20Dairy Milk Crackle, Roast Almonds 42 35Dairy Milk Wowie 17 10Dairy Milk 95 60

Place:- The company has five company owned manufacturing capacities in Thane, Induri (Pune), Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh). The sale offices are located in the metros and the head office is located in Mumbai. The distribution structure is such that Cadbury dairy milk are sold directly to the retailers and the whole sellers. Cadburys distribution network used to encompass 2100 whole sellers and 450,000 retailers.

Promotion: - Creation of a strong brand is very important in the confectionery industry. Almost 80 percent of the chocolate purchases are unplanned and are on impulse. The media mix for any campaign for diary milk comprises of TV, radio, print, OOH and Internet. The advertisements are used to create and emotional bonding with the consumers and hence are high on the emotional content. The print media is for making the consumers more knowledgeable about the brand and digital media is used for more targeted two way communication. Over the years dairy milk has concentrated heavily on TV advertising but lately there is a shift towards digital media. The promotions have been done keeping in mind to increase brand loyalty and to encourage repeat purchases at the same time increasing market share. Apart from the mass media the other strategies include making dairy milk a visible brand in the market and encouraging free samples through competitions to gain trust and familiarity among the target audience.

5C Analysis:-

Company:- Cadbury dairy milk is a brand of chocolate made by Cadbury Plc. unit of Kraft Foods and sold in several countries around the world. It first went on sale in 1905 in the United Kingdom.

Customers: - The prospective customer of dairy milk range from 5 to 60 years of age. Since dairy milk has a range of product suited for every member of the family. The aim is to strengthen the brand relationship in the current consumers life. The ranges of customers vary for diary milk. Whereas some buy it as an alternative for sweet others buy it as a gift item. The consumers mostly buy the product on impulse and are influenced by taste/flavor and then by company/brand.

Competitors: -The main competitors of Dairy milk in India are nestle, Mars and Amul chocolates. The high end chocolates (Bournville and silk) also face competition also face competition from the imported Swiss chocolates. But one of the biggest advantage the dairy milk has over its competitors is the brand loyalty that it has got. The excellent advertising , reach and accessibility has made it the top of mind brand in the chocolate category.

Climate:- The climate for the chocolate industry and dairy milk in particular seems very attractive in a country like India. With the size of the market being so big along with encouraging category growth the prospects look very good. Since the product is not seasonal and the margin is also good makes the climate for the industry even better. With new innovations coming up in terms of product and packaging the market is still on a growth curve.

Collaborators: -As already said Cadbury dairy milk manages a huge range of retailers and whole sellers who make up the collaborators. Over the years the company has partnered with various other companies like Adam Philippines in 2001 so that diary milk has a much wider distribution network in the Philippines.

ANALYSIS OF THE PROMOTIONAL PROGRAM SITUATION

Internal Analysis assesses relevant controllable issues

Firms Promotional Capabilities - Cadbury as a company is a PLC. unit for Kraft Foods. Dairy milk is the flagship product of Cadbury in India as well as abroad and the firm doesnt leave any stone unturned to promote the brand which gives it the highest revenue. As far as the promotional capabilities is concerned the company has resorted to every communication media (print, OOH, TV, radio etc.) to create a high brand recall for dairy milk. With a sales and advertisement budget of nearly four hundred crores the firm can employ any promotional mechanism it wishes and it has done full justice to the dairy milk by spending a major chunk of this budget in the promotion of dairy milk and its variants.

Product/Service Analysis - Dairy Milk offers a range of products suited for the taste buds of all types of consumers from nutty flavours to rich chocolate flavours. A few of Dairy Milks product offerings are as follows:

Review of Past Promotional Programs

CampaignTargetShift over the yearsPromo Mechanisms

Real Taste of LifeChild in adultFrom just for kids to the kid in every adultTVC, Print, Hoardings

Khanewalon ko khane ka bahana chahiyeWider massesAppeal to a wider mass based on age, gender, etc.TVC, Print, Hoardings

Pappu Pass Ho GayaYoungstersTVC, Hoardings

Miss PalampurRural massesShift to smaller packsTVC, Hoardings

Kuch Meetha Ho JaayeConversion of sweet consumers to chocolate for special occassionsThis was an innovative idea and Cadbury went ahead with the Celebrations packs with these adsTVC, Print, Hoardings, Social Media

Khane ke baad Meethe mein Kuch Meetha Ho JaayeTargeting the habit of Indians to have desserts after mealsFrom converting sweet consumers on special occasions Cadbury now tried to sweet consumption for dessert to chocolate as wellTVC, Print, Hoardings, Social Media

Shubh AarambhTargeting the belief of Indians that anything begun by having something sweet provides good luckConverting yet another segment of sweet consumers i.e. before the start of any workTVC, Print, Hoardings, Social Media

External Analysis assesses relevant uncontrollable issues

Customer Analysis -

Who are the customers?Cadbury has targeted different segments of consumers through their various ad campaigns. From targeting kids they extended their target audience to 'the kid in every adult' through their 'Real Taste of Life' campaign. Next they targeted the youths through their 'Pappu Pass Ho Gaya' campaign and the rural populous through their 'Miss Palampur' campaign. The last few of their ad campaigns have specifically been targeted towards converting consumers of sweets to chocolates and this they have done extensively by giving consumers the idea that chocolates could substitute sweets in ways that consumers could never think of like on special occasions or for dessert after meals or for the auspicious start of something important.

What do they buy and how they use it?Purchase as a gift - Cadbury Dairy Milk CelebrationsAs a snackAs a dessertWhere do they buy?Leading supermarkets and 'big chains' stores Kirana stores

How has Cadbury tried to capture these buyers?For those shopping at malls and supermarkets Cadbury aimed at as many as possible using big boxes of chocolates stored near billing area to stimulate impulse buyingThey also used the concept of eye level shelves to a great extent to capture the attention of consumers

When do the consumers buy?Impulse buyingFestive seasonSpecial Occasions

How do they choose?Consumers are influenced to buy a particular brand/product based on the following criteria in the order of importance:

How they respond to marketing programs?Consumers have till date responded very well to Cadbury's marketing campaigns. With every new campaign, Cadbury's market share has increased and Cadbury has been able to capture the audience targeted. Also brand loyalty has increased with the promotional campaigns.

Competitive Analysis

Product FeatureNestleAmulCadbury

Market Position2nd3rd1st

No. of variantsManyFewMany

Gift PacksYesNoYes

ObjectiveTo be the worlds largest and best branded food manufacturer, whilst ensuring that the brand name is synonymous with products of the highest qualityConfectioneries just happens to be a side business for Amul whose core competency lies in milk and milk productsTo grow the market for chocolate confectioneryTo increase Cadburys share of the snacking sector

StrategyIntegrated cost leadership/differentiationWide range of productsLow cost operatorsNo clear-cut strategyGrowing the market by apt pricing strategy that will create a mass market and to have offerings in every category to widen the market

Environmental Analysis

Porter's 5 forces Analysis:

PEST Analysis:

ANALYSIS OF COMMUNICATION PROCESS

Real Taste of Life

Communication Objective- Through the ad, they wanted to convey the message that there is a child in each one of us and they wanted to appeal to that child, since children loved eating chocolates. The ad was meant to create a particular image in the eyes of the customer and successfully communicate what the product conveyed.It appealed to the child in every adult and Cadbury Dairy Milk became the perfect expression of 'spontaneity' and 'shared good feelings' In every adult there is a child let that child express itself give in to temptation and satisfy his or her desire to sink teeth into a smooth creamy delicious chocolate This approach appears to be unique to Cadbury.

What was Communicated- The Real Taste of Life was launched in the 1990 s. It was an attempt to capture the child-like spontaneity in every adult. From the depiction of an old man offering his wife a Dairy Milk chocolate to the dancing girl in crowded stadium, it all reflected the impulsiveness and the spontaneity of the child in the adult.

Why they communicated- They wanted tore-create the image of a child in the eyes of the adults, remind them of their childhood days and create an image that Cadbury essentially stood for childhood and stimulate them to buy chocolate so as to make them remember the childhood days.

What was achieved- A change in Consumer mindset that chocolates were mostly for kids and young people. Through the campaign, adults realized they could and should enjoy chocolates as well.Khanewalon ko khane ka bahana chahiye

Communication objective- Through the ad, it was aimed at widening the chocolate consumption among the masses and making sure the product reached a wider group of people, based on age, sex etc.

What was Communicated- The ad reflected the fact that Cadbury could be available and eaten by all groups of people. In the ad, an elderly lady, middle-aged man, newly married bride, young guy and a child are all seen enjoying Cadbury, which showed that all people, irrespective of their sex and age could enjoy it.

Why they communicated- The ad was meant to stimulate purchase intentions and enable the reach of Cadbury to a wider audience.

What was achieved- A widening of audience, which meant a wider market for the product.

Kuch Meetha Ho Jaaye

Communication Objective- The ad was meant to portray Cadbury as something which can be had on all celebratory occasions. It projected chocolates as a substitute to mithai (sweets) and cheered people to have chocolate on every joyous occasion. What was communicated- The basic depiction was that the ad showed that chocolate can be showed as being enjoyed during Diwali and any other celebratory occasions.

Why they communicated- The idea was mainly to develop preferences among people for chocolates to sweets and stimulate the demand for chocolates in festive and joyous occasions.

What was achieved- Depiction of chocolate as a substitute to sweets and the fact that it can be enjoyed in joyous occasions too.

Pappu Pass Ho Gaya

Communication Objective- The ad targeted youngsters and has become part of street language. It has been adopted by consumers to express joy in a moment of achievement/success. The ad showed association with little joys of life. The campaign urged people to celebrate every little moment of happiness in their life with a chocolate.

What was communicated- The ad showed the coming out of results and the passing of a person called Pappu, who had failed repeatedly. All youngsters were seen having chocolate to enjoy their moment of success. Thus, it predominantly targeted youngsters.

Why they communicated- The ad was meant to reach out to youngsters and encourage them to buy chocolates.

What was achieved- Enabling Cadbury to be portrayed as a product which can be had by youngsters to celebrate their successes.

Miss Palampur

Communication Objective- The ad targeted the rural parts of India. It focused on Adults and values, like Sacred Cow campaigns aimed at rural India did fare well. Campaigns aimed at rural India did fare well. The share of Cadbury increased by more than 20% in rural India. The share of Cadbury increased by more than 20% in rural India. The brand further strengthened its positions with the core audience. The brand further strengthened its positions with the core audience.

What was communicated- It shows a villager enjoying the success of his cow becoming Miss Palampur. The entire village joins in the celebration, with all having chocolates.

Why they communicated- The ad was meant to increase the reach of the product to rural areas and develop preferences for chocolates in the rural areas.

What was achieved- Enabled Cadbury to be shown as a product which can be enjoyed in rural areas too.

Shubh Aarambh

Communication Objective- The ad was specifically aimed at indicating a shift from the notion of celebrating happy occasions with chocolate to the happy occasions with chocolate to the concept of anticipating concept of something good after consuming the chocolate, a substitute for mithai. The campaign is aimed at consumers across sectors, and is supposed to have a balanced appeal across all tiers.

What was communicated- The ad depicted the starting if friendship over having Cadbury and how a bonding developed over it.

Why they communicated- The ad was meant for the core group, i.e. consumers in the age group of 15-35 years. The ad was established to remind consumers about the utility of Cadbury

What was achieved- Enabled Cadbury to re-establish itself in the eyes of the core target customers.

STEPS TAKEN TO SOLVE THE CONTROVERSY1. Taking precautions 'Project Vishwas' - Steps to ensure quality & regain the confidence Following the controversy over infestation in its chocolates, Cadbury India Ltd unveiled 'Project Vishwas', a plan involving distribution and retail channels to ensure the quality of its products. The Vishwasprogramme was intended to build awareness among retailers on storage requirements for chocolates, provide assistance in improving storage conditions and strengthen packaging of the company's range of products. Cadbury reduced the number of chocolates in its bulk packets to 22 bars from the present 60 bars. These helped stockists display and sell the products "safely and hygienically". 1,90,000 retailers in key states were covered under this awareness programme. "What you see now is the most over-engineered packaging for a Dairy Milk chocolate anywhere in the world. Even our festival packs come with a tamper-proof outer sealing and improved packaging inside," explains Purohit. The new double packaging even for the smallest offering, the 13 gmRs 5 Cadbury Dairy Milk, had the bar wrapped in aluminium foil and enclosed in a polyflow pack, which was sealed on all sides. The larger Cadbury Dairy Milk packs came in poly-coated aluminium foil, which was heat-sealed and then wrapped in the branded outer package. Both these initiatives are country specific and Cadbury invested nearly Rs 25 crore (Rs 250 million) this year on new machinery for the improved packaging. The company's team of quality control managers, along with around 300 sales staff, checked over 50,000 retail outlets in Maharashtra and replaced all questionable stocks with immediate effect. The company also carried out quality checks at its facilities as well as its carrying and forwarding warehouses and distributor warehouses and found products free of infestation. 2. Gaining back trust The Big B promoted the Big C in the chocolate business - Cadbury in India. Indian cine superstar Amitabh Bachchan has signed on to become the brand ambassador of the chocolate major for two years. The Big B FACTOR The big factor that has pushed up CDM sales is the Amitabh Bachchan campaign. It helped restore consumers' faith in the quality of the product. In early January that year, Cadbury appointed Amitabh Bachchan as its brand ambassador for a period of two years. The company believed that the reputation he has built up over the last three decades complements their own, which was built over a period of 50 years. AB played a pivotal role in all communication relating to Cadbury's products and brands, be it in print, on television or the great outdoors, the company's managing director Bharat Puri has been quoted as saying in media reports. With the help of its Public Relations Dept. and advertising agency O&M, it created a campaign which aimed for both rational and emotional appeal. One of the ads showed Bachhan visiting a Cadbury plant, inspecting the systems and processes and finally consuming a bar of chocolate to be convinced that there's nothing wrong with the brand. Addressing his audience, Mr. Bachchan says, "Mujhe aapse kuch kehn ahai, jis kaam mein manushya ki antaraatm auske saath na ho, usskaamkokarne se usse sab kuch mil saktahai... man ki shaanti nahin mil sakti. Isliye jab Cadbury walon ne mujhe kaha ki unki baat main aap tak pahunchaoon, to pachpansaalon se Cadbury khaanewala main bhi thodasa hitchkichaya.... ...Maine unse ek sawaa lpoocha, ki kya iske baad main chain kineend so paoonga ya nahin, to jawaab mein vo hmujhe apni factory le gaye."Walking into the Cadbury factory, he takes a look at their complete manufacturing process and continues, "Aurmujheapni international technology.... apnekade quality controls aur double protection... ...packaging dikhayi."Saying which he takes a bite of the chocolate. Finally giving his personal assurance and approval he says, "Aajkalmeinbadi chain kineend so rahahoon." "Abaapkifavourite Cadbury Dairy Milk naye purity seal pack mein."

BUDGET DETERMINATION FOR SHUBH AARAMBH CAMPAIGN

Shubh Aarambh campaign was launched in 2010, drawing lines from the traditional Indian custom of having something sweet before embarking on something new.

We have adopted the Percentage of Sales method for budget determination of theShubh Aarambh campaign. We have referred the Profit & loss statement of Cadbury India Ltd for 5 years prior to the launch of the Shubh Aarambh campaign i.e. from 2005 to 2009.

Revenue break up of Cadbury India Ltd

Chocolate65%

Confectionaries11%

Malted health drink24%

Total Promotional Expense222

Advertising197.14

Sales Promotion13.93

Events and Sponsorship10.92

Print37.5

Television138.0

Radio5.9

out-of-home5.9

Online9.9

CONCLUSION

Cadbury is the largest confectionery company with a market share approximated at 10 per cent. The company also enjoys a strong financial position. In addition, Cadbury is competent in its manufacturing process due to a strong brand name and leadership in innovation. The companys manufacturing focus on chocolate, candy, and chewing gum has helped the company to understand unique consumer segments.

The confectionery market is well known for a high the propensity to merge or acquire, this is an opportunity for Cadbury to increase its market share through acquisitions. There are also new markets in highly populated countries such as China and India where demand for confectionary is increasing. In order to survive in the FMCG market, cost minimization is very important. Cadbury has the ability to further reduce costs through outsourcing, increasing supply chain efficiency, and prudent investment in R & D. innovation is important to responding to consumer preferences. This can be achieved by the production of sugar free gums and Cadbury premium chocolate for treats and enjoyment.

Very effectively used various tool of IMCThe Kuch Meetha Hojaye Campaign also went on to win silver for The Best Integrated Marketing campaign andGold in the Consumer Products Category at the EFFIES awards.

Successfully re-established the brand in different classes even after the worm controversy.

Through timely and consistent marketing communication Cadbury succeeded in solving daunting business crises.

By integrating a variety of tools such as press release, conferences, trade advt., point of purchase communication, package initiatives, email communication, and like , all focusing on same problem , cadbury could communicate aunified message and get audiences to appreciate the efforts it had taken to minimize instances of future occurance.

Cadbury solely depends on confectioneries and beverages for its revenues while some of its main competitors such as Nestle have diversified their product portfolio. This generates more profits that can be ploughed back and/or invested in R&D. other competitors have even stronger supranational experience, Cadbury on the other side has majorly been strong in Europe. Cadbury must continue to enhance its presence and understanding of emerging markets in order to remain competitive.

Globally, environmental costs are rising especially costs of energy, packaging, cocoa, packaging, transport and sugar. Thus the company should locate its global supply chains at low cost areas. Pressure from competitors especially branded suppliers leads to higher costs of advertising. This is manifested in terms of price wars and aggressive marketing. In addition to this, societal changes due to increased cases of obesty and calorie couonting have also affected the demand for Cadbury products.

BIBLIOGRAPHY https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/integrated-marketing-communication-12 http://www.businessdictionary.com/definition/integrated-marketing-communications-IMC.html www.cadburyindia.com/in/en/home/pages/index.aspx en.wikipedia.org/wiki/Cadbury www.youtube.com http://www.kraftfoodscompany.com/in/en/home/index.aspx http://www.ukessays.com/essays/marketing/integrated-marketing-and-communications