Integreted Marketing Communication in Cadbury

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What is Integrated Marketing Communications (IMC)?
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. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness. 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. Its goal is to make all aspects of marketing communication such as advertising, sales promotion, public relations direct marketing, online communications and social media work together as a unified force, rather than permitting each to work in isolation, which maximizes their cost effectiveness. IMC is becoming more significant in marketing practice because of the reduced cost effectiveness of mass media and media fragmentation. As consumers spend more time online and on mobile devices all exposures of the brand need to tie together so they are more likely to be remembered. Increasingly the strategies of brands cannot be understood by looking solely at their advertising. Instead they can be understood by seeing how all aspects of their communications ecosystem work together and in particular how communications are personalized for each customer and react in real time, as in a conversation. Brand strategies and their tactics can be viewed on the Integrated Brands site.

Cadbury Profile:-

About Cadbury’s Dairy Milk:
Long ago in 1866 the Cadbury brothers were busy pioneeringtheir drinking chocolate recipe. However, they wanted to givetheir chocolate fans more. 30 years went by with the brothers dreaming up new ideas and then inspiration struck. What would happen if you put fresh milk into chocolate? That’s why since1905, Cadbury Dairy Milk still contains a glass and a half of fresh milk in every half pound of milk chocolate. Cadbury Dairy Milk is full of beans, Cocoa beans to be precise. And all from one place: Ghana. They believe that Ghanaian beans are so delicious that we’re happy to pay premium prices for them. They think it’s worth it to give us that unique Cadbury Dairy Milk taste that we all love so much. Everyone knows the not so secret ingredient of how Cadbury Dairy Milk is made so creamy. However, not many people knowhow dairy milk chocolate is made so chocolatey. It’s all thanks to the beautiful tropical country of Ghana in West Africa that helps make our Cadbury Dairy Milk taste so special. The Cadbury’s dairy milk contains a whole glass and a half goes into every single half pound of chocolate. That’s why it tastes so delicious and that’s why is named as Cadbury’s dairy milk. Cadbury Dairy Milk, produced in Bournville UK, uses fresh liquidmilk sourced from dedicated dairy farmers in the UK. CadburyDairy Milk is also produced in Ireland and uses fresh, liquid Irishmilk to create the unique chocolate taste.

INTRODUCTION

Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. They employ around 50,000 people and have direct operations in over 60 countries, selling their products in almost every country around the world. In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today 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). The corporate office is in Mumbai. their core purpose "creating...
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