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Integrated Marketing and Communication Plan Assignment Help
The analysis is done on the Integrated Market planning. Company background has been illustrated along with the vision and mission statement in order to have proper identification of business goals. Marketing objectives of the organisation have been analysed. Cadbury organisation has been chosen for developing the integrated marketing planning. Segmentation, targeting and positioning analysis has been discussed. Through marketing mix elements the product, promotion, price and place of the organisation is illustrated. Different communicational objectives are defined for analysing the goals of developing new IMC plan. Through SWOT analysis the current influencing factors are defined. Integrated communicational plan along with media planning is done to place the promotion. Evaluation of the promotional planning has been done.
Integrated Marketing and Communication Plan of Cadbury
Cadbury is a British multinational confectionary company with the head quarter in the England. It has been operating the business with 35000 direct and indirect suppliers and directly operating over 60 countries. The company has developed its mission statement which says that Cadbury means quality. They have the mission to ensure their promise to be delivered through continuous improvements. The organisation has developed units which are associated in the commercial strategy development of the organisation. The marketing business model of the organisation has different operations like supply chain management, commercials, corporate affairs, etc.
Through proper marketing strategies the organisation has placed itself within the highest position in the market or chocolates. The organisation has been developing the products with placing affordable price over all ages and class. The organisation has been marketing itself as the organisation offering contemporary taste over the products within affordable prices and variations in the products. The marketing strategies are developed over long term perspectives and to ensure the profitable growth in the market. (Thorson, and Moore, 2013) The marketing strategies of the organisation have been developed on the objectives of having growth in the shareholder values. There are certain marketing objectives of Cadbury:
1. Increased sales profit of Cadbury products in every operating countries
2. Positioning the products as the successful alternative confectionary products and deserts
3. Sustaining market share over the year through adding values in the product and innovation within the product development and also in the packaging
STP of Cadbury:
With continuous development and additional values within the products the organisation is having proper demands within the target market.
Segmentation analysis: segment analysis of the market is done by Cadbury over analysis of three categories. Segmentation is done for dividing the wide market into smaller units over different categories. In case of Cadbury the market has been segmented based on the geographic segmentation. Through analysing the consumer preferences of the consumers based on different regions the market has been geographically divided into different segmentations. This segmentation has been providing necessary information about the customer’s size and their preferences over snack foods and chocolates. Another type of segmentation used by Cadbury is the segmentation over customer behaviour. The impulse buyers are considered for this type of segmentations. (Cornelissen, 2014) The supermarkets and the convenient stores and aisles are stored with the proper available products. The impulse buyers who are buying the products for purchase and consumption are targeted within this segment. Within the behavioural segmentation the organisation is also considering the purchasing over the purpose. The consumers who are purchasing the products over certain purpose such as purpose on giving gift as are considered within this segment. Latest trends on giving away the products as the gifts are considered. On these perspectives the organisations make proper improvements within the packaging of the products. The wide international market has been segmented by the market with efficient measures by Cadbury.
Targeting analysis: the main target consumer of the organisation is the children and young generation. The young age group and the children are the main buyers of the products. This is also placing limitations in the marketing. In recent context the organisation has been developing the products with the perspectives of targeting all ages in the segments. Later with proper marketing campaigns the organisation tried to make synonymous of the products with the sweets for targeting all ages along with adults and children. Through these campaigns the organisation is targeting the consumer of all gender, class and age. (Cornelissen, 2014)
Positioning analysis: by making the variations within the products and adding different flavours within the products the organisation places the products within higher position in this competitive market. Depending on the segments the products are positioned within the market. Through efficient positioning strategy of the products the organisation has been able to place the word Cadbury as the synonym of chocolates among the youths. Through proper campaigns the products of Cadbury also placed as sweets among all ages in the target markets. Through the further campaigns of marketing Cadbury also trying to position the products as the highest demanded chocolates within the market by all ages and all classes. (Cornelissen, 2014)
Product: the main product of the Cadbury organisation is the Chocolate bars within different flavours. The organisation tends to place similar design over all geographical segments. Apart from the chocolate the products also contain different flavours with are added within the products by considering different preferred tastes of the consumers. The organisation places higher quality of the contents within the products for placing the products within high class consumers. (Braglia, and Frosolini, 2014)
Price: the prices of the products are set with competitive market price strategy. Different prices are set according to the different regions. Though Premium prices are set on considering the products’ standards and quality, different prices are available over different quantity of the products which make the product affordable for all classes.
Place: the organisation places different manufacturing capacities in every operating country. The products are supplied through supermarkets, stores, etc. The sales of the products are done through the direct selling to the retailers and also to the whole sellers. The wide distribution network has included retailers, whole sellers, supermarkets, stores, etc. (Braglia, and Frosolini, 2014)
Promotion: in order to have better place within the market the organisation is developing proper promotional strategies for the creating a strong communicational bond with the customers. Creativity is focused within the promotional activities by Cadbury. Advertisings through digital media and print media are used with prime aspect to approach the mass market. Through efficient promotions the brand has been increasing the brand loyalty and also encouraging repeat purchase.
Through integrated communications strategies the brand wants to convey proper massage to the targeted customers. In this regard the promotional activities are developed to attract the children and young generations of different region. Through these communicational strategies the brand wants to place proper and positive image among the market and successfully communicate the brand’s vision behind placing the products and attract the customers. There are creating objectives behind the communicational plan of Cadbury:
Development of brand awareness: through proper and positive content within the promotional actions like advertising, digital media marketing etc the brand has been placing positive brand awareness among the customers of all ages. (Armstrong, and Taylor, 2014)
Promoting product and company knowledge: through proper promotional strategies and IMC planning the organisation has been increasing the brand knowledge among the customers. Through the campaigns with creative measures the organisation also increasing the product knowledge among the customers.
Influence interest of the customers: the main purpose behind the IMC plan is to increase the interest of the customers for re-purchasing the products. These promotional activities are done to influence the customers’ attitudes of buying the products. The creative advertising and commercials are developed to attract the children’s and adult’s interests and increase their desires to purchase the products. The communicational strategies are developed with the core purpose to stimulate the buying behaviour of the customers. (Armstrong, and Taylor, 2014)
Influence purchase intention: the creative measures are added within the communicational planning to motivate the customers on purchasing the products. Through the promotional activities the customers intensions for the purchase are influenced.
Customer relationship: adequate content and following the policies for promoting the products promotes the brands loyalty towards the customers and also ethical approaches of the business. By approaching through ethical measures the organisation has been building proper relationship with the customers. The integrated promotional activities are also helpful for providing proper information of the products to the customers along with price, discounts, new products development etc.
Through SWOT analysis the external as well as internal situation can be analysed over Cadbury. The analysis is necessary to be developed for acknowledging the current position of the organisation and to develop the IMC plan to improve the position. (Qrunfleh, and Tarafdar, 2014)
1. Rural distribution
2. Ethical issues
1. World leading position in the chocolate sector
2. Strong brand powerhouse such as dairy milk, Bourneville
3. Brand equity and brand name
4. Brand loyalty within the market
1. Increase of cost and price of fuel and manufacturing essentials
2. Rise of health consciousness
1. New flavours
2. Market penetration in rural markets (Qrunfleh, and Tarafdar, 2014)
Integrated Communicational plan:
For promoting the products the brand has been choosing the high promotional comprehensive approaches. Coordinated set of promotional activities are involved within the communicational mix along with different communicational channels which bear similar messages. (Armstrong, and Taylor, 2014) These coordinated activities are known as the integrated marketing communicational approaches which are adapted by organisation to ensure proper delivery of consistent and clear message of the brand and products to the customers. Advertisement has been chosen over the integrated communicational approach:
Advertising: in order to have proper advertising of the products and influencing the brand awareness within the market effective marketing advertising with different forms of creative approaches must be adapted. For creating the effective advertising proper measures should be analysed such as:
1. Sound marketing strategy,
2. Consumer law
3. Uniqueness within the approaches and also in content
4. Matching content with the products (Armstrong, and Taylor, 2014)
Advertisements are done through focusing over the creative ideas of promotions. On having proper knowledge over the target audience the advertisement objectives are constructed. Cadbury targets the audience of all ages and all classes though focusing over the children and young generation. By analysing the current thoughts and feelings, behavioural outcomes while purchasing of the target audience the advertisements strategies are developed. (Armstrong, and Taylor, 2014) Messages are delivered through proper content and mediums are chosen to deliver the message.
The alternative styles of creative advertising
Alternative creative styles are chosen regarding the IMC plan of Cadbury. There are different alternative creative styles:
1. Unique selling positioning creative style
2. Brand image creative style
3. Resonance creative style
4. Emotional creative style
5. Generic creative style
6. Pre-emptive creative style
By choosing the Unique selling positioning creative advertising the IMC planning to promote the products will be developed by Cadbury:
Unique selling positioning creative advertising or USP: The unique selling positioning defines the unique position which has been held by the organisation. Cadbury has gained its reputation worldwide through uniqueness within the products as well as in the promotions. This uniqueness has been providing the ability to place pricing power as well as having customer loyalty. The unique selling position creative style of advertising will let the brand to stand apart from the competitors. Creativity within the promotions plays a large part as creative lets originality and appropriateness. By adding the standards and quality higher value in the products the brand is able to claim unique product attributes than the competitors. (Perreault, Cannon, and McCarthy, 2013) For USP strategy of advertising the brand has to have better analysis of the competitors and develop new ads. Within the advertisements the brand has to establish clear meaning of current brand position and how the brand has been comparing itself with competitors with competitive offerings like variations within the chocolates with attractive packaging.
The communicational plan or idea which has been adapted by the Cadbury in order to place new IMC plan is developed through ethical objectives of communications. The communicational objectives are developed by analysing the ethical issues. Legal frameworks followed for developing the contents of the advertisements. (Perreault, Cannon, and McCarthy, 2013)
Media planning is done through contacting the media agencies for the planning. In order to achieve success in the integrated promotional planning proper media must be chosen for conveying the message to the target audience. (Law, Buhalis, and Cobanoglu, 2014) Media plan for Cadbury:
For conveying the message Cadbury can adapt the T.V, Print media and digital media along with social media. Through T.V and Print media like paper, magazines along with billboards the mass audience can be efficiently approached. T.V commercials would be developed through creativity and innovations to attract all ages. (Law, Buhalis, and Cobanoglu, 2014)
Apart from the T.V and print media the current most effective media has been considered as the digital media. As all ages are attached with high technical gadgets the brand would be using the digital media for communicating the message. As internet is becoming more and more widespread technologies advertising through web would be cost effective and also useful for attracting wide range of customers. (Law, Buhalis, and Cobanoglu, 2014)
Evaluation of the IMC plan:
Message evaluation: through concept testing and copy testing the massages are evaluated. By focusing on the concept of the ad and the influence over the consumers the concept would be evaluated. Portfolio testing is essential for evaluation of display print ads and theatre testing is necessary for displaying TV ads. Recall testing can be considered for recalling the plan after a certain time span. (Percy, 2014)
Behavioural evaluation: purchasing simulation testing would reveal the effectiveness of the plan. Figures of sales and redemption rates testing would be necessary for the acknowledging the impact over the consumers.
This report has been generated over the integrated communicational planning of organisation. Through integrated approaches the integrated planning helps the organisation to convey the message to the target audience. Business mission and goals are necessary to be place before constructing the plan. Through proper communicational planning the organisation cam interact with the customers. The communicational plan is efficient to enhance the customer relations. Ethical steps are necessary to be taken in the advertising approaches for avoiding ethical issues. With the IMC plan brand awareness can be increased. Through situation analysis the current positioning of the products as well as the organisation can be analysed this is essential for developing the IMC plan.
Armstrong, M. and Taylor, S., 2014. Armstrong's handbook of human resource management practice. Kogan Page Publishers.
Braglia, M. and Frosolini, M., 2014. An integrated approach to implement project management information systems within the extended enterprise.International Journal of Project Management, 32(1), pp.18-29.
Cornelissen, J., 2014. Corporate communication: A guide to theory and practice. Sage.
Law, R., Buhalis, D. and Cobanoglu, C., 2014. Progress on information and communication technologies in hospitality and tourism. International Journal of Contemporary Hospitality Management, 26(5), pp.727-750.
Percy, L., 2014. Strategic integrated marketing communications. Routledge.
Perreault Jr, W., Cannon, J. and McCarthy, E.J., 2013. Basic marketing. McGraw-Hill Higher Education.
Qrunfleh, S. and Tarafdar, M., 2014. Supply chain information systems strategy: Impacts on supply chain performance and firm performance.International Journal of Production Economics, 147, pp.340-350.
Thorson, E. and Moore, J., 2013. Integrated communication: Synergy of persuasive voices. Psychology Press.