Write a case study about Cadbury company Essay Example | Topics and Well Written Essays - 3000 words

Write a case study about Cadbury company - Essay Example This very high share of the market reinforces why Cadbury company continues to focus heavily on developing new marketing strategies in order to make their chocolate products stand out from competition. In the late 1990s, Cadbury developed an internal mechanism deemed the formal suggestion programme which was designed to receive various stakeholder feedback regarding the viability of Cadbury products and the company’s marketing efforts as a means to improve the Cadbury image (Myers, 1999). This tends to reinforce that the company remains strongly focused on marketing and branding strategies in order to differentiate Cadbury products from other competition. Currently, in terms of marketing strategy, Cadbury appears to be focused on differentiating its chocolate products from those of competitors by focusing on both quality and by utilising humour in its contemporary marketing approaches. One of the company’s most notable brands, Cadbury Dairy Milk, has utilised television promotion which utilised a drum-banging gorilla in order to link the Cadbury brand with a more flexible, humorous and modern organisation. This ad appears to have achieved significant sales successes for the Dairy Milk brand, prompting the company to allocate a significant cash budget to produce a sequel to this humorous promotion (Dutta, 2008). Says Phil Rumbol, the marketing director of Cadbury, â€Å"We recognised that gorilla had an enigmatic, almost random element to it that audiences had responded to, and had generated masses of debate online† (Dutta, 2008, p.2). This represents a significant change from previous marketing efforts at the company, which attempted to place the company, in the minds of the consumer audience, as an organisation which is committed to tradition and confectionary excellence as part of a more upscale marketing focus. It seems that today, in order to make the company more appealing to mass markets and modern audiences, some of