Assignment 2: Developing New IMC Plan for Cadbury Dairy Milk

Objectives and Strategies of various Communication Media

Objectives for Advertising:-

•         To increase awareness regarding the company and its products
•       Useful in creating goodwill and achieving loyalty for your brand
•       It helps in gaining mind share and heart share of the consumers
•       It increases the brand recall

Strategies for Advertising:-

•          Television Advertisements
•         Radio spots
•        Print Advertisements in newspaper, magazines etc.
•         Out of Home(OOH) Advertising through billboards, banners
•          Point of sale advertising through information desks, kiosks etc.

Objectives of Sales Promotion:-

•        Trial Purchase:- It is one of the most important reasons of sales promotion is pushing the product to the consumers and coercing the consumers to try the product.
•         Repeat or multiple purchases: - Sales promotion also forces the consumers to go for repeat purchases. A consumer instead of going for 200 gram packet buys a 500 grams packet because there is something he will get for free in the 500 grams packet.
•             Building Brand loyalty: - Sales promotion helps in increasing brand loyalty.
•       Selling more volume of merchandise and encouraging merchandising support among channel members that buy and resell products.

Strategies of Sales Promotion:-

•         Distribution of coupons that can be a part of a sweepstakes. (E.g.:- Snapdeal)
•         Going for free samples
•         Organizing contests where the product is given as prize
•         Combination Offers

Objectives of PR/Publicity:-

•        To create, maintain, and protect an organization's reputation, enhance its prestige, and present a favorable image. Studies have shown that consumers often base their purchase decisions on a company's reputation, so public relations can have a definite impact on sales and revenue. 
•           To create good will for the organization. This involves such functions as employee relations, stockholder and investor relations, media relations, and community relations. Public relations may function to educate certain audiences about many things relevant to the organization—including the business in general, new legislation, and how to use a particular product—as well as to overcome misconceptions and prejudices.
•          Raising awareness for your brand or for your company. This might coincide with the objectives of advertisements but PR is more inclined towards the firm and advertisements towards the product

Strategies for PR/Publicity:-

•          Educating and building relationship with current and future consumers
•          To deal with public view in all situations
•          Interaction with the public and taking their feedback
•          Publicizing the CSR activities of the company to create the goodwill

Objectives of Personal Selling:-

•         To search and obtain new customers
•          To keep consumers aware about the changing product and the changing marketing strategy
•          To provide technical assistance and advice to the consumers
•          To assist customers in selling our product line

Strategies for Personal Selling:-

•          Keep customers satisfied and loyal
•          Help current customers buy more
•          Work to create better relationship
•          Understand the needs, wants and decision process of the consumers
•          Be good in managing accounts( 80-20 rule applies here)

Objectives of Direct Marketing:-

•          Building long time relationships with the consumers
•          Obtain a direct response or Transaction
•          Sometimes the Direct marketing is used to reinforce other facets of an IMC program

Strategies for Direct marketing:-

•          Direct Selling:- Direct selling includes direct mail, catalogs, telemarketing, in-home or in-office sales, and vending machines
•         Direct Action Advertising:- Direct response can be obtained through the use of print and broadcast media, with the objective of motivating customers to make a purchase at the time of the offer.
•          Electronic media:- Technological advances have accelerated the use of electronic media in direct marketing, including television and cable, Internet, fax, video, and other media

Objectives of Interactive marketing:-

•          To transfer the environment from that of push to that of pull
•          To create an environment of dialogue where the consumers readily interacts with the firm
•          One of the best mediums for communicating one to many with a personal touch to each message

Strategies of Interactive Marketing:-

•          Gain insight into a community of interest
•          Build brand visibility and authority
•          Influence and promotion of products/ services
•          Link building for traffic and SEO
•          Drive traffic for ad revenue models

Message, media strategy and tactics

Message: Isske bina Khushiyan Adhoori

The message would essentially revolve around giving the recipients of the message the idea that there can be moments of happiness anywhere and everywhere, and that it can always be shared with others through a Cadbury. The message would show how Cadbury would become synonymous with happiness. The previous advertisements of Cadbury focused on particular occasions. However, a general of depiction of Cadbury as a symbol of celebration and happiness was lacking. We are trying to capture this essence by showing Cadbury can be used to celebrate any occasion and moment of happiness, however small and trivial it is.

The first depiction of this message would be the scene of a newly become father sharing the news of him becoming a father for the first time by distributing Cadbury to everyone. He first goes and shares a chocolate with his wife.

The second depiction would be a highly professional yet young man driving his way to office in an expensive suit. He loves the rains and suddenly it starts raining while he is caught in traffic. He sees a couple of young kids having fun in the rain, getting wet and goes back to his childhood. He suddenly decides to leave the car and join the kids in jumping, dancing, getting wet and having fun in the rain.

For increasing internet interaction, we propose to hold competitions where we would ask the public to send us their moments of happiness where they have shared Cadbury with everyone. There would be 2 contests.

1. One would be Cadbury Moments: Here Cadbury could invite consumers to send in pictures where they are seen to be distributing Cadbury and completing their moments of happiness. Goodies would be sent to the best stills every month. 
2. Another would be Cadbury Diaries: Consumers are invited to give their ideas which would be made advertisements with acknowledgement given to the person who generated the idea. He/she could also be invited to be a part of the advertisement.

The Public Relations aspect would be taken care of by using the brand image and charisma of Cadburys and showcasing the reputation of the brand. The sales promotions can be done by promoting repeat or multiple purchases, utilizing the concept that there will be many occasions of happiness in a person’s life and every occasion calls for happiness.

Integrate and Implement Marketing Communications Strategies

The theme of the campaign revolves around “Completing happiness with Cadbury” with the message being “ Isske bina khushiyan adhoori”. So all the marketing initiatives taken, be it advertisement, sales promotion, PR and publicity or interactive promotions with consumers on the internet, are all related to the campaign.

The advertisements shows different moments of happiness in peoples’ lives from something as big as becoming a father to something as small as dancing in the rain…. Happiness is everywhere and Cadbury form a part in spreading and completing the happiness. The moment of happiness is etched in time by the sharing of a Cadbury.

The sales promotions carry forward this theme of “completing happiness”. Promotions can be broadly classified into two types:

·         Associated with Festivals:

o   Diwali: Sales promotions could be of the form of giving free gifts on the purchase of Cadbury Celebrations

o   Christmas: Free gifts for children from Santa at events

o   Raksha Bandhan: Free goodies with raksha bandhan packs, Cadbury could also associate itself with brands which make cards and rachis on the occasion

·         All year around: This is taken care of by PR and publicity functions

The PR and publicity also revolves around the central theme of “isske bina khushiyan adhoori”. Spreading happiness is the core theme – and for this we have come up with “Cadbury ka Karishma”. In this initiative Cadbury will have elderly personnel modeled on the image of Santa who could be seen anywhere throughout the country and distribute sweets to children….. It could be in-front of schools when school gets over, in slums, in malls or just at traffic signals.

The Internet and social media could be used to further the “Cadbury ka Karishma” initiative. Special moments of the Cadbury man distributing Dairy Milk and thus distributing happiness can be recorded and posted on the various social media sites. Also prizes could be distributed for guessing where he is going to turn up next. Also through the interactive social media Cadbury could launch competitions namely Cadbury Moments and Cadbury Diaries.

Really Innovative Publicity event launched by Cadbury In Egypt

Monitor, evaluate and control imc program from Pujarini Ghosh