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Cadbury’s Digital Marketing Strategies: A Brief Study

CADBURY’S DIGITAL MARKETING STRATEGIES FEATURED IMAGE
Table of Contents

Cadbury's Digital Marketing Strategies Featured image

 

Cadbury is a well-known brand. It’s that one brand we’ve all known since our childhood days, isn’t it?

It has been delighting people with its delicious chocolates for years. From the classic Dairy Milk to a wide range of treats, Cadbury is all about creating moments of happiness.

But, do you know that not only the taste of its products but also Cadbury’s digital marketing strategies are the reason behind the brand’s popularity? Yes, you heard it right!

As a global brand, Cadbury employs all the effective methods of marketing its products on the internet. Whether it’s website optimization or a robust social media presence, this brand has it all.

Email marketing plays a significant role in keeping customers informed about newsletters and exclusive offers, nurturing loyalty. SEO efforts ensure their website ranks high on search engines, enhancing online visibility. 

Cadbury also employs PPC advertising, targeting specific keywords to reach potential customers actively searching for chocolate-related products. 

In this ever-evolving digital landscape, Cadbury’s adaptability shines, allowing it to maintain its status as a beloved brand in the confectionery industry while effectively connecting with its audience.

About

 

Cadbury Dairy Milk is a chocolate loved by millions worldwide. It has been the top-selling chocolate bar in the UK since 2014, a position it’s held onto ever since. This milk chocolate has a sweet and creamy taste with a hint of crunchiness that makes everyone crave it. We owe this iconic treat to George Cadbury Junior.

The story begins with John Cadbury, who started selling tea and drinking chocolate in 1824. By 1831, he began cocoa production and opened a factory in Bridge Street, England. In 1847, John and his brothers partnered and founded the company we know and love today, originally named ‘Cadbury Brothers.

After John Cadbury’s passing, his two sons took over the business. They faced some tough times, with the company losing money. However, they managed to bounce back, shifting their production focus by 1866. Soon, they began producing chocolate and introduced higher-quality cocoa, making their candy bars famous by 1914.

The Cadbury brothers’ first major creation was the Dairy Milk Bar, developed by George Cadbury Junior. What made it unique was its high milk content compared to other chocolates.

Cadbury Dairy Milk Chocolate made its debut in 1905 in the United Kingdom. It includes various milk chocolate products and is currently manufactured by the Hershey’s company in the United States under license from Cadbury. You can find these chocolates all around the world, from China and India to Sri Lanka, Pakistan, Bangladesh, and Kazakhstan.

In India, the Cadbury brand is incredibly beloved. It was first introduced in 1948 but didn’t gain popularity right away. The 1990s marked the beginning of Cadbury Dairy Milk’s popularity in India, thanks to a memorable advertising campaign featuring a girl dancing in a field while holding a Cadbury chocolate bar. Since then, the people of India have adored this treat, making it one of the most popular choices.

Marketing Mix of Cadbury

 

To understand how Cadbury succeeds in the market, we analyze their brand using the 4Ps framework: Product, Price, Place, and Promotion. Let’s dive into Cadbury’s marketing strategy and learn about their product, pricing, advertising, and distribution strategies.

Product Strategy:

 

Cadbury offers a wide range of products, carefully tailored to different seasons and sales in various countries. They categorize their products not only by chocolates but also include beverages and desserts.

Cadbury Products Image

Cadbury even customizes products for specific demographics. Their product line includes Bournville, Crunchie, Cadbury Dairy Milk, Dairy Milk Fruit & Nut, Caramel, Cadbury Five Star, Perk, BournVita, Bytes, Pretzel, Crème Egg, Oreo, Blackcurrant Mini Rolls, Caramel Cake Bars, Fruit Sundae, Brunch Hazelnut, among others. Cadbury’s diverse product lineup ensures they cater to a broad customer base.

 

Price/Pricing Strategy:

 

Cadbury prices its products based on their quality. Some, like Bournville, are higher priced, while others like Eclairs and Perk are more affordable. Pricing depends on competition, demand, and package sizes.

Cadbury also bundles products into gift packages, especially for festive seasons, strategically setting prices to attract customers with varying budgets. Health drinks like Bournvita are priced with the target audience in mind. Innovative packaging and bundling also influence pricing.

 

Place & Distribution Strategy:

 

Cadbury’s products are available globally, thanks to an extensive distribution network. They reach both urban and rural areas, contributing to their widespread success.

You can find Cadbury products in stores, groceries, retail outlets, and increasingly online through e-commerce channels. Cadbury has embraced concepts like home delivery and gifting to expand its reach. With a presence in over 200 countries, Cadbury’s distribution channels are a vital part of its success.

 

Promotion & Advertising Strategy:

 

Cadbury employs various promotional avenues, including television, posters, newspapers, online platforms, and radio. They craft different taglines for their brands to connect emotionally with their audience. For example, in India, Cadbury’s tagline is “kuch meeta ho jai,” emphasizing sweetness. Each brand often has its own set of brand ambassadors to create a lasting impression. Cadbury leaves no stone unturned in promoting itself, ensuring that their chocolates bring happiness to people’s lives.

Cadbury’s marketing strategy revolves around a diverse product range, well-thought-out pricing, an extensive distribution network, and practical promotional efforts. These elements have contributed to Cadbury’s global recognition and continued growth in the market.

 

Social Media Strategies of Cadbury

 

Social media advertising is vital for brands like Cadbury. It connects them directly with their audience. With millions online daily, Cadbury can showcase its chocolates effectively. They engage, create a strong brand presence, and boost sales and loyalty in a competitive market.

Cadbury on Instagram

 

Cadbury’s Instagram strategy stands out as they manage distinct accounts for each product, ensuring targeted marketing to suit diverse audience preferences. These individual accounts showcase exclusive content, color themes, and styles tailored to the specific product’s identity. 

By doing so, Cadbury maintains a unified brand image while effectively engaging consumers based on their product preferences. 

This approach fosters a deeper connection with their audience and maximizes the impact of their marketing efforts, demonstrating Cadbury’s commitment to delivering a tailored and cohesive brand experience on one of the most popular social media platforms.

Cadbury Celebration on Instagram image

Cadbury’s Instagram handle with the user name- @cadburycelebrations_in has more than a hundred thousand followers and approximately 177 posts on its social media. 

The advantage of having such a substantial following is that it provides a larger audience for their content. With more followers, Cadbury can reach and engage with a broader and more diverse group of people, increasing brand awareness and potentially driving more sales. Additionally, a large following can help build credibility and trust in the brand, as it signifies popularity and relevance in the eyes of consumers.

Cadbury Dairy milk Insta Handle image

Similarly, Cadbury’s Instagram handle with the user name- @cadburydairymilkin has more than 2 hundred thousand followers and approximately 693 posts on its social media. 

Cadbury Dark Milk India Handle

Cadbury’s Instagram handle with the user name- @cadbury_dark_milk_india has more than 4 hundred thousand followers and has shared 49 posts.

These individual brand accounts curate content that aligns with their respective products. For example, Bournvita recently ran a heartwarming campaign on their Instagram page, highlighting the enduring bond between a child and their mother. This narrative resonates with BournVita’s television ad, which centers around the parent-child relationship. Therefore, Cadbury maintains a consistent brand image across different platforms.

On the other hand, Dairy Milk’s Instagram page predominantly features posts related to festivals, influencer collaborations posts, etc. Below are some of the creative posts by Cadbury.

1) Collaboration post

 

 

View this post on Instagram

 

A post shared by ARMAAN MALIK 🧿 (@armaanmalik)

2) Festive posts

 

Cadbury Second Festive Campaign Image  

             Cadbury Festive Campaign Image

 

3) New Product Post

 

Cadbury New Product Launch Image

 

Cadbury’s Facebook Marketing Approach

 

Cadbury Dairy Milk facebook handle screenshot

 

Cadbury Celebration facebook handle screenshot

 

Cadbury replicates content from Instagram on Facebook, where they have a considerably larger following. They effectively used Facebook for a follow-up to a 30-second television ad featuring the “saas-bahu” duo. This campaign sought to reshape the often negatively depicted mother-in-law and daughter-in-law relationship, presenting it in a more positive light to evoke emotional connections. Post-campaign analysis unveiled significant trends:

  • A 5.8% surge in top-of-mind awareness.
  • A 5.1% boost in brand consideration.
  • A 5.7% increase in TV reach.
  • A 2.8% rise in spontaneous awareness.
  • A tenfold increase in Facebook ad spend.
  • Cadbury’s YouTube Marketing Strategies

In contrast to Instagram and Facebook, where Cadbury manages separate profiles for various products, they maintain a single YouTube channel. This channel includes sections for “Seasonal,” “Flavours,” and “Marvellous Creations.” Cadbury boasts over 548k YouTube subscribers and makes use of “YouTube shorts” for brief videos.

Cadbury’s Twitter Marketing Approach

 

Cadbury's Diary Milk Twitter Handle Screenshot

 

With followers of more than 10 hundred thousand, Cadbury also maintains separate product-focused accounts on Twitter. 

Cadbury Dairy Milk’s Twitter account is presently focused on IPL 2022 content, akin to its Facebook and Instagram accounts. Cadbury maintains a robust Twitter presence, ensuring regular customer engagement. Although there may be occasional content repetition across platforms, this approach broadens their audience reach.

Cadbury’s SEO Strategies

 

Cadbury Organic Search Traffic Screenshot

  • Mobile-Friendly Website

Cadbury Mobile Friendly Test Screenshot

Cadbury’s Digital Marketing strategies prioritize a mobile-friendly website. This choice offers significant advantages. With the proliferation of smartphones, a mobile-friendly site ensures seamless access and navigation for users on various devices. This improves user experience, reduces bounce rates, and boosts the site’s search engine ranking. Search engines like Google favor mobile-responsive websites, considering them more user-friendly, which positively impacts Cadbury’s online visibility.

  • Do-Follow Links

Cadbury Backlinks Image

Cadbury actively creates do-follow links, and this strategy carries its own set of advantages. Do-follow links pass link equity, also known as “link juice,” from the referring site to Cadbury’s website. This not only drives referral traffic but also enhances the website’s authority and search engine ranking. Quality do-follow backlinks from reputable websites signal to search engines that Cadbury’s content is credible and valuable, contributing to higher search result placements.

  • Keyword Research and Implementation:

Cadbury Organic Keywords Image

Cadbury’s Digital Marketing strategies involve thorough keyword research. Identifying top-performing keywords is crucial. Proper keyword selection ensures that Cadbury’s content aligns with what users are searching for. This drives organic traffic and enhances the website’s visibility in search engine results. Effective keyword research helps Cadbury target specific demographics and user intents, ultimately improving the relevance and effectiveness of their digital marketing efforts.

  • Global Traffic Acquisition:

Cadbury Organic Traffic Country Wise Image

Cadbury’s SEO efforts attract not only national but global traffic as well. Screenshots depicting the distribution of organic and paid traffic by country reveal their commitment to a global audience. This approach diversifies their customer base and reduces dependency on local markets. Attracting global traffic not only expands Cadbury’s reach but also provides opportunities for increased sales and brand recognition on a global scale.

Cadbury Paid Traffic Country Wise Image

In summary, Cadbury’s Digital Marketing strategies encompass a mobile-friendly website, the creation of do-follow links, rigorous keyword research, and a focus on attaining global traffic. These strategies collectively enhance their online presence, boost search engine rankings, and broaden their reach to a global audience.

 

Conclusion

 

In our thorough exploration of Cadbury’s Digital Marketing Strategies, we’ve uncovered the essential digital tactics that have contributed to this beloved chocolate brand’s online success. Cadbury’s approach to digital marketing is a testament to their adaptability and innovation, catering to the ever-evolving behaviors of today’s consumers.

A key aspect of Cadbury’s digital marketing strategy is their presence on social media platforms, with a particular focus on Facebook and Instagram. These platforms serve as dynamic hubs for engaging with their audience. Cadbury has adopted a tailored approach for each platform, recognizing the unique characteristics and user demographics of Facebook and Instagram users. This means that their content strategies, while consistent with their brand identity, are customized to resonate with the distinct user bases of these platforms.

Furthermore, Cadbury understands the importance of Search Engine Optimization (SEO) in the digital landscape. Their commitment to a mobile-friendly website is a crucial component of their SEO strategy. With the increasing use of smartphones for online activities, having a website that functions seamlessly on mobile devices is imperative. This mobile responsiveness not only improves user experience but also positively impacts the website’s ranking on search engines like Google.

Cadbury also places a strong emphasis on creating do-follow links. These links from reputable websites pass on valuable “link juice,” enhancing Cadbury’s website authority and search engine ranking. This strategy not only drives referral traffic but also signifies to search engines that Cadbury’s content is credible and trustworthy.

In addition to these tactics, Cadbury’s SEO strategy places a significant emphasis on keyword research. They understand that using the right keywords is vital to ensuring their content aligns with what users are searching for. By conducting thorough keyword research, Cadbury can target specific demographics and user intents effectively, resulting in higher organic traffic and improved visibility in search engine results.

One of the most noteworthy aspects of Cadbury’s digital marketing strategy is their pursuit of a global audience. Screenshots depicting the distribution of organic and paid traffic by country highlight their commitment to expanding beyond local markets. Attracting global traffic diversifies their customer base and reduces dependency on specific regions. This not only broadens Cadbury’s reach but also provides opportunities for increased sales and brand recognition on a global scale.

In conclusion, Cadbury’s Digital Marketing Strategies are a well-crafted blend of social media engagement, mobile-friendly web design, do-follow link building, and strategic keyword research. Their efforts to reach a global audience have solidified their position as a formidable contender in the digital marketing arena. Cadbury’s journey is a prime example of how a well-executed digital marketing strategy can elevate a beloved brand to new heights in the digital age, proving that chocolate is not the only thing they excels at.

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