Cadbury is one of the best-know and most-loved producers in chocolate’s almost 200-year-old history, you are probably familiar with some of Cadbury’s high profile marketing campaigns that they have done over the years, such as the drumming gorilla or the triplet dancing and singing in the mom’s belly. Watch the TV Ad to the triplets here: Cadbury TV Ad
From their trademark purple branding to the incorporation of catchy slogans such as “a glass half full” and a “spoonful of joy”, to the newest tagline being
“taste’s like it feels”, Cadbury has become a household brand that very few are a stranger to. A lot of the success of the brand is down to consistency and innovation throughout their marketing efforts.
The product range of Cadbury is pretty large and they make it count. The products in the marketing mix of Cadbury are classified according to the seasons and they are also varied according to the sales in each country. There are a lot of standard products which are there. The other Cadbury products are based on festive occasions like Halloween and Christmas. The products are not only related to the chocolates but there are other products like beverages and desserts, which are also in their product line. We find that Cadbury also prefers to segregate the products according to the demographic areas. The Cadbury company has ventured into the ice-cream segment and biscuits. With such a huge product line up we can gauge the targeted customer base and they cater to a lot of people and their needs.
Cadbury is active on all the popular forms of social media and it is clear that they have invested a lot of money into marketing, in-store marketing, digital, tv ads, promotions and giveaways etc, and has created different Cadbury accounts for followers to follow to keep up to date with relevant promotions etc. in their Country. They also have a global account, The posts on the Cadbury global account tend to all be about the attraction, from behind the scenes photos of the staff at work, to images of their latest displays and events.
Regular competitions are held across their social media channels to win Cadbury’s products, which is a great way of engaging their followers and encourage users to contribute their own content.
The type of content that Cadbury share across their accounts is usually very light-hearted and relevant to their brand image, with comedy playing a central role in their strategy. They keep things fun with quirky stop-motion style videos and humorous graphics.
They frequently promote their latest products, however, they vary their posts about each product, adding a different creative spin to them, rather than reposting the same ads. They also regularly share recipes that people can make at home using Cadbury’s chocolate.
Cadbury is really good at interacting with their fans and respond to nearly all of their tweets whether they are fans of the brand showing their appreciation for Cadbury or slightly less happy customers issuing complaints.
They put a lot of character into their replies to fans comments and are sure to reply within the hour and are always polite and helpful when dealing with negative tweets.
Overall I think that Cadbury’s are pretty good on social media, particularly on Twitter, where they are posting on a regular basis and interacting lots with their followers. Though there is a lot of duplicated content across platforms and pages, this is understandable and it broadens the reach to different audiences.
They could benefit from a bit more consistency in their updates, as sometimes a week can pass without them sharing anything. They would really benefit from relaunching their Instagram account, as a lot of their existing content is really visual and fun.
One of Cadbury’s main strengths is engaging their fans, as they are really good at responding to comments and enquiries from customers and this really helps to build an approachable brand image.
https://www.mbaskool.com/marketing-mix/products/16751-cadbury.html
https://www.cadbury.co.za/the-story
https://econsultancy.com/10-examples-of-cadbury-s-sweetest-marketing-campaigns-creative/
https://www.socialsamosa.com/2018/09/social-media-campaign-round-up-ft-cadbury-godrej-and-more/
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