Evaluate the effectiveness of Cadburys marketing activities

一篇关于吉百利评估营销活动的有效性的文章

Evaluate the effectiveness of Cadburys marketing activities

Cadbury, the most famous candy company all over the world, is a diversified multinational enterprise that the main business is producing candy and soft drink. Its sphere of business covers over 200 countries and regions around the world. Thanks to the excellent quality and superb marketing activities, Cadbury holds a large market share in Europe, America and the Asia Pacific region.
Advertising marketing is the primary marketing activities. On the one hand, it enhances visibility via sponsored the London Olympic Games and Paralympics Games which achieved remarkable results. For example, it has steepest growth was on its @CadburyUK Twitter account, which added 25,000 followers over the course of the event, taking it to a total of 75,000; what’s more, It claims to have added 2.5 million fans and followers to its UK social media channels on Facebook, Twitter and Google+, which are dedicated to the Games content, since the start of the year. On the other hand, Cadbury has invested £7.5 million in a campaign to launch its new Cadbury Dairy Milk Ritz and Lu products, which it hopes will position the brand in the afternoon snacking market. To accomplish this goal, Cadbury invested millions on TV advertisement that played an important role in product promotion. As a result, these two product launches come on the back of significant success for Cadbury, which hit a value of £500 million by the end of last year.  
In a word, Cadburys marketing activities have worked very well that not only enhancing the visibility but also raising profits.
As we know, there are many ways to implement the growth strategies, such as new product and bought out competition. A company which launches a new product helps to improve its competitiveness. At first, a new product contributes to the diversification, which fills the void and consolidates the market share. Moreover, it launches a new product will be conducive to fight against potential entrants. The last, it can enhance market pricing power so that the company grasps more market initiative. For example, Cadbury launch its new Cadbury Dairy Milk Ritz and Lu products to fill the void in the afternoon snacking market.
Why buy out competition will be a common phenomenon? It may be due to the following reason. Above of all, buy out competition was to combine strengths which lead to a win-win. The more important is that buy out competition is a strategy predicated on the benefits of synergies and scale economy, which will be cutting costs and improving margins. For instance, a purchase of Cadbury would give Kraft a larger presence in countries such as Mexico, India, Russia and Indonesia. However, it will be faced with the integration dilemma which results in failure.
There is no doubt that much of companies promotes the brand via advertisement. Advertisement, the most straightforward answer, will reshape the image in the public. Besides, it is the most effective way to introduce a new product and fuel the buying enthusiasm of consumer. It is an instance that Cadbury enhances visibility via sponsored the London Olympic Games and Paralympics Games. Sometimes, the advertisement, to mislead consumers, will bring a lawsuit.
How Might Cadburys improve the Validity of Market Research Methods?
Answer:
A successful marketing activity needs a complete market research. There are lots of factors to consider when Cadbury generates a strategy. Market research is one of the most vital factors as market activity is based on it, and we need to pay more attention to the details of processes.
First of all, it must set a research scope and target. We can determine the scope according to the area such as Europe and America. And then Cadbury makes sure that survey objects are covered with diverse consumers. It helps to make an appropriate treatment. Getting the consumer demand is the target of marketing survey which needs to pay more attention.
Secondly, Cadbury should make a preparation before the survey. It analyzes the eternally relevant data to determine the “who, when, where, how to do”. This will cut down the difficulties. Cadbury designs a survey formulation and method on the basis of the data.
What’s more, Cadbury makes a field investigation. The field investigation is the principal part of a market survey. To achieve the goal, Cadbury can use some practical skill such as creating an atmosphere to fuel interviewer’s willingness.   
The final is that analyzing the survey results and writing a report. At the same time, it is necessary to make a market tracking and evaluate the survey report. It has one aim so as to ensure market activities which accurate and valid.
How Might Cadburys improve the Validity of Market Research Methods? That is what we can do.