Integrated Marketing Communication

Integrated Marketing Communications

Definition • Integrated marketing communications (IMC) is an approach to brand communications where the different modes work together to create a seamless experience for the customer and are presented with a similar tone and style that reinforces the brand’s core message.

Variants of Cadbury Dairy Milk

Different Campaigns Campaign : “Real Taste of Life” Target : Just for the Kids to the “Kids in all of us”

Different Campaigns Campaign : “Khanewalo ko Khane ka Bahana Chahiye” Target :Widening Chocolate Consumption among the masses

Different Campaigns Campaign : “Kuch Meetha Ho Jaye” Target : To associate Cadbury with Celebratory Ocassion

Integrated Marketing Communications • Advertisement • Sales Promotion • Public Relations

Advertisements • TV Commercials • Hoardings • Magazines • Internet

“Kuch Meetha Ho Jaye” • The biggest challenge for Cadbury is to reinstate faith of consumers after the worm controversy. • Post Controversy approached Bachchan to calm the nerves

Amitabh

Sub Campaigns • Pappu Pass Ho Gaya • Miss Palampur • Aaj Pehli Tarikh Hai • Shubh Aarambh

“Pappu Pass Ho Gaya” • Target – Youngsters • Part of Street Language • Associated with little joys of life

“Miss Palampur” • Targeted at the Interiors • Focused on Adults and Indian Traditional Values • Consumption increased by 20% in rural India

• Cadbury strengthened its position

“Aaj Pehli Tarikh Hai” • Targeted to the working class • To celebrate the Pay/Salary Day • Clever Ocassion

“Shubh Aarambh” • Targeted to the age group of 15-35 years • Celebrating Happy Occasions

Internet • • • •

Launched its website www.cadburyindia.com Community on Social Networking Advertisements on Different websites Interactive site www.meethamoments.com making cards etc.

Magazines

Hoardings

Hoardings

Sales Promotion • Sales promotion includes many kinds of incentives and techniques designed to produce immediate or short--term sales or to increase the sales of products.

Cadbury Sales Promotion

Customer Oriented

•Sampling •Combo Offer •Quantity Deal •Customer Contest

Trade Oriented

•Dealer Contest •Display Contest •Point of Sale Material •Dealer Gift

Quantity Deal • Cadbury offer discounted schemes under customer oriented sales promotion strategy to increase the sales of product like Dairy Milk • “More to share” - It offers 250 g pack of chocolate at the cost of 200g pack and offer 50g chocolate extra to their customer at the cost of 200g pack

Combo Pack • Cadbury comes up with “Combo Pack Offers” during the festive seasons like Diwali and Rakhi. • Benefits the customers by offering Value added products • Increases the Sales of the company.

Point of Sale Material

Customer Contest

Public Relation • Sponsor • Product Publicity • Press release

Cadbury-Olympics

DARK KNIGHT-BOURNVILLE

KBC Sponsorship

Product Publicity

ADVERTISEMENTS DESIGNS

Social Media

Kiosk

Hoarding

Recent News

THANK YOU Shimoni Mehta Shantanu Agrawal

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Ekta Jajoo Disha Dadlani