Marketing Design & Innovation - Cadbury

Marketing design & innovation - CADBURY

Creating an apt as well as an attractive product design will act as one of the major concerns for the manufacturers in the competitive world. An attractive product design, user friendliness attached to it and the levels of functionality acts as one of the elements within the innovation strategies. Innovation refers to an incremental step which shall be used by the enterprises to be a step ahead of its competitors. With the help of innovation, the organizations are able to make the old ideas new again by giving them a different shape. The organizations shall keep in mind that, innovations are not just about creating new ideas but about having high levels of commitment with the development of new things. Within the innovation framework, new tool or methods shall be open up to generate new ideas.

A written critique has been framed on Cadbury's highlighting how the innovative products or services have been altered with time depending upon the changing needs of the market place. Cadbury has been referred to as one of the leading players in the confectionary market. Cadbury refers to 200 years old as well as a recognised brand (Cadbury, 2011). Incorporated in the year 1824, Cadbury is known for its world class products. Cadbury is a strong brand & has been associated with the different variants of chocolates (Lane, 2006).

Cadbury majorly deals in three different types of confectionary items such as candy, gums & chocolates (Cadbury, 2011). The organization is well known all across the globe with approximately offices in 60 countries. The organization employees 50,000 people & deal with 35,000 suppliers directly as well as indirectly (Cadbury, 2011). The positioning of the brand i.e. Cadbury is quite strong & many people enjoy the brand on a daily basis. Cadbury has wide range of products under its umbrella. The product line consists of Éclairs, Dairy Milk, Bourneville as well as various seasonal products such as Creme Eggs to the children brands i.e. Milk powder such as Bourn vita, Fudge, etc (Lane, 2006).

The major success mantra for Cadbury is to associate the brand with the emotion of its customers. This success mantra helps Cadbury in order to stand apart as compared to the other brands available (Cadbury, 2011). This helps the organization to sustain upon its brand position as well as ensure to have a competitive edge over the others (Cadbury, 2011). In case of the chocolate market, Cadbury enjoys more that 51% of the market share by selling 10 out of the 20 top chocolate bars. The Indian chocolate market has provided Cadbury with a wide range of scope to grow in the years to come (Cadbury, 2011).

The brand Cadbury operates in a highly competitive environment. In spite of the competitiveness, Cadbury has developed a link in the minds of the consumer that Cadbury refers to chocolate (Lane, 2006).

There are ample numbers of strategies which have been undertaken by Cadbury & have made itself a market leader in the confectionary market. Different types of marketing strategies have been implemented which has helped the organization to achieve its target & sustain a position in long run (Lane, 2006). In order to maximise its profit as well as survive in long run, the organization has broadened its product line. Various promotional as well as marketing strategies have been used by Cadbury which would help them in order to grow. Diversification refers to the other best strategy which would help the organization to expand its risk by not only relying on one brand (Cadbury, 2011). Improvising the image of the product also helps Cadbury in order to attract more number of people towards it. Innovative & attractive packaging, launching a new product or using a new logo helps the organization to attract as well incite the individual to try a new product. This helps the organization in order to increase the level of sales as well as sustain its position in the chocolate market (Lane, 2006).

Cadbury uses various medium for communication such as advertising on television, radio, websites, newspaper, magazines, jingles, etc (Cadbury, 2011).

As mentioned above that, various marketing strategies have been used by Cadbury in order to attract or market the product. These strategies have positive implications on the same. Initially, Cadbury was only associate as a brand for kids & majority of the advertisements were designed in order to attract more number of kids towards them (Cadbury, 2011). Later, it was decided that if Cadbury would totally rely upon the kids segment, it might turn out to be quite risky. Hence, Cadbury though to widen its target segment & focus its shift from kids to the adult market (Marketing BrainStorm, 2011).

But, it was noticed that majority of the adults were not too fond of grabbing a chocolate bar. Therefore, to attract this segment the organization changed its advertisements under the campaign "we have a kid inside us". This ad was soon replaced by the jingle "Real taste of life". This jingle had quite a strong impact over the adults & changed their perceptions too (Lane, 2006).

One of the advertisements designed by Cadbury which led to an increase in the level of sales as well as the revenues was the advertisement which showcased a grandfather playing with his grandson, a pregnant lady demanding for a chocolate bar as the child inside the womb also wants it. This advertisement touched everybody's heart & encouraged the people to grab a bar of chocolate without any hesitation (Marketing BrainStorm, 2011).

A new advertisement was designed by the organization depicting that chocolate can be eaten anytime & every time. The jingle for this ad was "Khanae waalon ko bhana chahiye". This ad helped the people realise that a chocolate bar could be eaten at any point of time without any reason. It is not necessary that, a chocolate bar is to be grabbed on a special occasion. This advertisement showcased how adults can leap down on their legs to grab a bar of chocolate (Marketing BrainStorm, 2011).

After targeting the adults, the new target segment noticed by the people was the old people. New advertisements were designed in order to attract them & treat themselves with a bar of chocolate (Cadbury, 2011). The very first ad which was designed in this regard was "Kuch Meetha hojaye". It has been noticed that, people belonging to this target segment have the tendency to eat something sweet after their meals (Marketing BrainStorm, 2011). Therefore, this was the right catch to grasp. This ad showcased Amitabh Bachan, how he celebrates the occasion by eating a bite of the Cadbury Dairy Milk.

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