Cadbury is a confectionary item manufacturing British multinational company. John Cadbury founded the company in 1924. Today, we’ll discuss Cadbury communication strategy; and the elements involved in the integrated marketing communication strategy of Cadbury; advertising, direct marketing, digital marketing, personal selling, public relations, and sales promotions; as brand communication strategy examples.
Products and services of Cadbury
- Crème Eggs,
- Silk Oreo,
- Bubbly,
- Picnic,
- Boost,
- Wispa,
- Milk Tray,
- Chocolate Button,
- Fudge,
- Prebbles,
- Marvellous and Creations
- Crispello,
- Caramel,
- Crunchie,
- Dairy Milk,
- Chomp,
- Curly Wurly,
- Flake,
Parent Brand of Cadbury
- Mondelez International
Statistical facts and figures of Cadbury and Mondelez International
- Annual revenue – 36.02 billion USD (2023)
- Net income – 4.968 billion USD (2023)
- Employees – 91000
- Asset net-worth – 71.3 billion USD (2023)
Top competitors of Cadbury
- Kinder,
- Godiva,
- Dove,
- Nestle
- Hershey’s
- Mars,
- Ferrero,
- Lindt,
- Kraft Foods.
- Unilever,
- Ghirardelli,
- Milka,
Cadbury communication strategy would analyze elements of the integrated marketing communication strategy of Cadbury like direct marketing, advertising, digital marketing, sales promotion, PR, and personal selling as brand communication strategy examples. Here’s the integration marketing communication strategy of Cadbury as follows;
Cadbury Communication Strategy
Let’s discuss the main elements of Cadbury communication strategy or Cadbury marketing communication strategy as the brand communication strategy examples; they’re as follows;
Advertising of Cadbury
I-Multiple Media channels
In order to remain active in the minds of customers, Cadbury employs multiple media channels to run marketing and advertisement campaigns. Some of them are TV, radio, packaging, billboards, internet, newspaper, posters, and others. Employing multiple channels would help the company in two ways; amplifying the company’s market reach and persuading people to make the shopping decision.
II-Popular Advertisement Campaigns
The main challenge Cadbury always faces is to remain relevant to the confectionary market. The chocolate brand employs various catchy slogans in its advertisement campaigns to attract and retain the attention of customers. However, some of the main popular advertisement campaigns of Cadbury are as follows;
- “Secret Santa Campaign”
- “Milk Tray Man”
- “Full of Eastern Promise”
- “Everyone’s a fruit and nutcase”
- “In the Air Tonight”
- “Glow by Idomoo”
- “How do you eat your? Cadbury’s crème egg”
- “Cadbury Gorilla Drummer Drums to Phill Collins”
- “A glass and a half pop-up shop”
III-Sponsorships
Cadbury has sponsored various mega sporting and other events to amplify product and brand exposure. Some of the sponsored events are as follows;
- AFL Premiership Champion Brisbane Lions
- World’s Largest Annual Easter Egg Hunt
- Royal Show
- Melbourne Cup Carnival
- Variety Club
- Foodbank
- Students In Free Enterprise
Direct Marketing of Cadbury
I-Global Marketing Strategy
Cadbury used to run different types of marketing campaigns for different regional markets worldwide with different slogans relevant to the indigenous language. But the confectionery company has recently launched a campaign by the name of “Choose Cadbury” for the global audience. Usually, marketing experts suggest multiple marketing messages and slogans for different markets. The differentiated and customized message allows the company to connect with the audience at a personal level.
II-Direct Channels
Cadbury employs direct communication channels to engage, connect, and have a dialogue with the customers. The direct medium of communication could be the internet, email, fax, telephone, and mail.
III-Displays
While dealing with crowds of people in the supermarkets and grocery stores; Cadbury installs promotional displays and posters in prominent places to attract the attention of customers.
Digital Marketing of Cadbury
Cadbury employs multiple social media platforms and digital media channels to approach online users.
I-Instagram
Cadbury has multiple accounts on Instagram and they’re @CadburyCelebrations_In, @CadburyDairyMilkIn, and @Cadbury_Dairy_Milk_India. All of these accounts have hundreds of thousands of followers. In order to approach more people and connect with the audience, Cadbury employs various strategies and they’re as follows;
- Collaboration posts
- Festive posts
- New product posts
- Hashtags and tagging
II-Facebook
Cadbury has two Facebook accounts “Cadbury Dairy Milk” and “Cadbury Celebrations.” The company often replicates the content and posts on Facebook and Instagram and runs product promotional ad videos, and other posts to connect with the audience.
III-YouTube
Cadbury has a single YouTube channel for all the products. The company has divided it into three sections; Marvelous Creations, Flavours, and Seasonal. The company’s channel has roundabout 550K subscribers on YouTube.
III-SEO Practices
Cadbury implements various SEO (search engine optimization) strategies and practices to amplify its ranking in searches. In order to maintain its position at the top of searches, the company takes follow steps;
- Mobile friendly websites
- Do-follow links
- Keyword implementation and research
- Global traffic acquisition
Sales Promotion of Cadbury
Cadbury implements various types of sales promotional campaigns to attract the attention of potential customers and retain the existing ones. Some of the main promotional offers of Cadbury are as follows;
- Limited edition of chunk mugs plus 2000 British Pounds at the 200 Anniversary of Cadbury
- Win a VIP football weekend with your favorite team plus a hotel stay, match day, and others
- Family fun days by providing tickets to the UK’s top attraction places
- Win a great evening with Cadbury’s hot chocolate with trip to Paris, theatre tickets, and others
- Participate in the test and win prizes
Public Relations of Cadbury
Cadbury carefully crafts PR messages with the objective of product and brand advertisement and strengthening its brand image. The company has a strong commitment to increase community values around the world. In fact, the confectionary brand focuses on investing in the environment, health, education, and the company’s growth.
Personal Selling of Cadbury
Cadbury has established a very large supply chain and distribution network. It makes sure that the company’s confectionary items are available in all the retail stores worldwide. However, personal selling is at the end of the distribution network and it helps the company to establish a better relationship with its customers.
Conclusion: Cadbury Marketing Communication Strategy | Cadbury Integrated Marketing Communication Strategy | Brand Communication Strategy Examples
After an in-depth study of Cadbury communication strategy; we have realized that Cadbury marketing communication strategy is highly significant for the company’s global success. If you are learning about the Cadbury integrated marketing communication strategy as a brand communication strategy example or Cadbury communication strategy; then you should keep in mind the abovementioned elements; personal selling, digital marketing, direct advertisement, sales promotion, PR, and direct marketing.
Ahsan Ali Shaw is an accomplished Business Writer, Analyst, and Public Speaker. Other than that, he’s a fun loving person.
