Cadbury use many different types of promotional campaigns. One of these is a TV Sponsorship for Coronation Street. Cadbury is a national institution; this is the reason why they sponsor Coronation Street, which is one of the nation’s favourite soaps. Sponsorship is used to raise customer awareness of the organisation and its products. It is also used to generate increased sales and to widen the audience that sees the company’s logo. Sponsorship is also used to raise the company profile and to create, enhance or change an image.
Cadbury also have TV ads promoting their products. The TV ads always had a tag line, which was catchy and became well known to the nation for the specific product. For example ‘Thank Crunchie it’s Friday’ or ‘All because the lady love Milk Tray.
Another type of promotional campaign for Cadbury was using posters. For example as Easter is on the way Cadbury have a range of new posters in return of Cadbury Crème Eggs:
A different type of Cadbury Crème Egg poster:
These are posters than Cadbury had during the summer:
The following is a selection of successful poster campaigns for Cadbury Dairy Milk in 2003...
Any type of advertising is used to create demand of a product or organisation. It can also be used to create brand loyalty, raise profits and maintain market share. Advertising can also be used to create or change the image of a product or organisation.
P2: Explanation of how the promotion ‘p’ relates to the other elements of the marketing mix
Promotion
The purpose of promotion is to communicate directly with potential or existing customers, in order to encourage them to purchase dairy milk and recommend it to others. The main promotional tools are sales promotions, public relations and advertising. There are also other types of promotion such as packaging, sponsorship, trade promotion and brand names and logos. The main forms of advertising are:-
- Television
- Radio
- Newspapers and magazines
- Videos
- Posters
- Cinema
- Exhibitions and Trade Fairs
- Internet
Public Relations keep the media informed of new products and changes to existing products. They provide press release, stories, facts, lies, photos, and secrets on behalf on their clients. Public relations persuade journalists etc to write about or mention a client. They organise functions and events where there is usually a famous person. Public relations also set up TV and press competitions and they can also organise a product launch for an organisation.
Promotion relates to all the other elements of the marketing mix in many different ways.
Product
When making a product Cadbury have to identify who will be buying the product, which can be identified when the results of the market research have been analysed. The market research will be able to show Cadbury what the market wants and will be able to look at their products to see if they are satisfying their customers’ needs. By analysing the market and its requirements Cadbury will be able to change their products or develop them in order to match the requirements of the consumers. Cadbury will need to remember that their customers’ needs are likely to change, therefore their products should change constantly change to reflect each market change. If Cadbury was to ignore these changes then their products will no longer be needed or desired by their target customers. The product must be one that can satisfy consumer needs, which is of top quality and has a real point of difference. Promotion relates to the product as you would not be able to promote without a product to promote. The product is the main reason for promotion.
Price
Price is an important element of the marketing mix. This means deciding on a pricing strategy. Identifying the total cost to the consumer, which is likely to be higher than the charge Cadbury make is a part of the price element. The price charged for a chocolate bar can determine whether a consumer will buy it and the level of sales achieved can determine whether or not Cadbury will make a profit. Price is also affected by factors such as the state of the economy and what competitors are charging. Promotion relates to the price because if they do not sell the product at a reasonable price then the promotion would not be worthwhile. It could also relate to price as the money they make from the product could be to cover the cost of the promotions that they have made for the product. Cadbury would have to consider that the price would have to be a reasonable price for their consumers.
Place
Place simply refers to how a product will be sold to its consumers. Depending on what it is that is being sold will directly influence how it is distributed. Being a producer Cadburys method of distribution is extremely important as it could affect how their product is received and how it sells. Another importance of place is when the product is in a shop then a customer can usually see the more popular brands at eye level. Companies may have to pay for their products to be there, as this is the first thing that most people can see therefore they usually buy the most eye-catching thing that is at eye level. After the chocolate is produced and has undergone all the quality checks it is transported to the stockrooms. After this Cadbury sells it products to shops that deal with beverages and confectionery e.g. corner shops, super stores such as Iceland, Sainsbury, Tesco, Asda, Safeway and petrol stations. Customers usually visit these businesses on a daily basis. Promotion relates to place as the organisation can use trade promotion and promote a certain product in the shop by using posters, promotion boxes etc.
Packaging
Cadbury adds its logo to the packaging, which in itself is promoting the company and the product at the same time. So consumers will buy the product if they like a product the same company has made. It is generally accepted that 70-80% of a consumer's purchasing decision is made at the point of sale. Therefore packaging is so important because that is usually what attracts the customer to the product. Consumers are more likely to look at a product or buy it because of the look and feel of the product, colour, and a message on the label, price or name of the product itself. Most of these 'triggers' either are, or can be influenced by the packaging - packaging is a source of last minute advertising. Promotion relates to packaging because a product could have a promotion to advertise the product and it could be on the packaging, for example if there is a special introductory price for a product then it can usually be seen on the packaging of the product to make it more appealing to consumers.
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