In this assessment I will be looking at the marketing and advertising techniques used by Cadburys.

Cadbury’s

In this assessment I will be looking at the marketing and advertising techniques used by Cadburys. Cadbury has been the 'first name in chocolate' since John Cadbury opened his first shop in the centre of Birmingham in 1824. The years that followed have seen the company grow in to the worldwide organisation it is today, employing thousands of people and making some of the world's favourite chocolate products. A one man business opened in 1824 by a young Quaker, John Cadbury, in Bull Street Birmingham was to be the foundation of Cadbury Limited, now one of the world's largest producers of chocolate. Quality has been the focus of the Cadbury business from the very beginning as generations have worked to produce chocolate with that very special taste, smoothness and snap, so characteristic of Cadbury's chocolate. Cadbury’s is know all around the world today and is marketed in a very special way so that everybody knows about the great sensation that is Cadbury’s.

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Cadburys has been very well promoted throughout the years, as it first was small shop in the centre of Birmingham and now it is a well-known worldwide product. But how did this happen? Cadburys has been very well marketed to attract all different kinds of people. For example in one of my Playstation 2 magazines I found an advert advertising the Dairy Milk bar. In the Cadbury’s font it had the words Numb thumbs written. This advert was obviously targeted at people who play computer games. It was relevant to this target market because it when you are playing on a games consol you use your thumbs and fingers. Cadburys could have put the words numb fingers but it would not have been as catchy. Numb and Thumb rime and so it is more attractive. This advert was aimed at any people who play games consoles; it would also have been aimed at people with a decent income because if you didn’t have a good job you wouldn’t want to go wasting money on a games consol. Cadburys do not only advertise in magazines, they advertise on billboards, on the radio, on the TV and even on the side of bus stops. When the new design for the Cameral wrapping paper was released I saw an advert on the bus stop looking like this:

Possibly Cadbury’s most successful promotion is sponsoring Coronation Street. Every day thousands of people tune in to watch it and at the start and end of every brake there is a very short but entertaining advert promoting one of Cadbury’s products. If there was a chocolate advert sponsoring Coronation Street that you had never heard of then you are less likely to want to buy it because it might be bad quality or not taste good. The viewers at home then plan to buy one. But people don’t always plan to but a Cadbury’s product, sometimes a product might stand out and make an impulse on a customer and so they buy it. People know that Cadbury’s is a good quality product because it has such a good, big brand name. This is important to a company because it will help someone’s decision in what to buy. Because Cadbury’s do a lot of Market research into what the public want there is always a product you like and people go back again and again to buy a Cadburys chocolate bar. Another strategy preformed by many companies is to special offers on their products like BOGOF, 25% off and 4 for 1 pound. This encourages people to buy the product and then if they like it they buy it again when it is no longer on offer. Easter is a very good time for Cadburys as they sell lots and lots of Cream eggs and Easter eggs to children worldwide. There are also Lots of adverts on TV for Easter Eggs on the run up to April. The packaging of a product is very important because it determines how you look at the product and weather you will buy it or not. Like packaging, brand names play a critical role in the success of a product, by helping to create a product's 'personality'. For example when the new chocolate bar ‘FUSE’ was released the name Fuse was chosen to communicate the fusion of snacking ingredients. The logo was bright and fiery with a mock fuse - alight in several places - Which aimed to give the new bar the quirky and humorous style, which Cadbury sought to appeal to this younger target market. The packaging achieved impact by using bright, fiery colours for the product name and contrasting them against the deep and instantly recognisable 'Cadbury purple', which communicated the manufacturer's heritage. The colours were also used in a gunpowder style to suggest an explosive taste. The Cadburys logo itself:

This Logo is recognized world wide as a high class, quality Chocolate producer. The font looks very luxurious and the C looks the same as the swirl at the side. I think the name Cadbury could be better but that was the name of the original producer of Cadbury’s chocolate. The two glasses of milk symbolize hat it is milk chocolate, this logo is relevant to Cadburys itself.

All of these promotional aspects put together make Cadbury one of the most successful companies in the world!