Jun 29, 2010

Chocolate Brand - Cadbury Dairy Milk

Exceptionally one can hate chocolate. People love chocolate as a gift to give it or receive it from a friend. One can adopt it as a best possible generous gift for a love one. There are too many chocolate brands exist in the world but the most popular among them is “Cadbury Dairy Milk”. Roger Cadbury, founder of the company. In 1900 Swiss market was leading with chocolate in marketplace contains milk in abundant quantity. At that time UK was not such type of chocolate bars. George Cadbury (Jnr) decided to launch a rich milk chocolate bar with an aim to have better product in term of quality than his competitors.

Cadbury Dairy Milk was launched in 1905. Initially it was sold as an unwrapped chocolate blocks that could be broken down into small blocks. Before the beginning of First World War it was the biggest seller of chocolate. By 1920’s it had taken over the entire UK market. Company suggested all sorts of names like “Highland Milk Bar” and “Jersey and Dairy Maid” but on a customer’s daughter opinion it named “Cadbury Dairy Milk”. This prove that the company worth its customers a lot and actually a customer-centric product.
In 1952 Cadbury hired a “Norbert Dutton” an industrial designer to review firm’s all products labels and packaging including “Dairy Milk” in order to develop them according to modern time requirements and customers’ taste for market retention. But doing this he had linked modern ideas with traditional touch to build up the products enormous public goodwill. Dutton created new design for “Cadbury Dairy Milk” by using traditional purple and gold color with addition of a new standard script of William Cadbury’s signature across all packaging.
In transport and warehousing it believe on outsourcing mean outside supplier, better vehicle and engine design. Company targets on sharing of transport and warehousing towards a cost effective business. The company main goal of the year 2010 is the reduce carbon footprints and by applying various individuals measures doing just it. Cadbury’s commitment to the environment efficiency will remain a cornerstone to the business.

Now-a-days digital advertising has become of increasing importance among which internet is most popular. In this one can interact instantly to others through posting comments, can enter a vote for a particular brand, enter in a competition, and can play games. All Cadbury advertising is according to 21st century. Over internet possibilities are endless and it is a great way to approach customers and allowing everyone to be a part of “Cadbury Family”.
Moreover, Cadbury is famous in providing housing, education and welfare in UK and Africa. Company does so by the local communities and along with voluntary people who have sufficient time, skills and expertise. In Pakistan this part is missing due to the disinterest of local communities and people which have lack of confidence and level of trust.  

Jun 17, 2010

A roadmap of aligning the brand to the business strategy!

As the business world grows, businesses and consumers become more competitive. With competition there comes an increasing drive for success. Aligning your brand to your strategy comes from narrowing the brand focus, great leadership, dedicated and valued employees, customer loyalty and a strategic plan.
The reality is that if anyone wants to create a strong brand, it is the leader’s responsibility to keep the brand promise. Brand value and customer loyalty come from the smart and disciplined leaders who implement brand strategy and model branding in everyday action. Basically “Integrated branding is the process of revealing the brand promise, then aligning the entire organization to deliver that promise.”
Branding is not just marketing or corporate identity function, it is something that lives in every experience a customer has with the company. The goal of integrated branding is to create a company that consistently and carefully devise and delivers to the consumers the initial brand promise. In fact a brand must be built on the company’s actual strengths rather than a painted on mask. Integrated branding is the chance for organizations to put their goals in to practice and achieve their vision.
Brand Strategy is the guideline that a company uses to build its integrated brand. An effective brand strategy deals with all of the ways a company plan to improve customers experience and satisfaction. It includes aligning not just the marketing department but all departments with the integrated brand. It focuses on things that need to be changed and the priorities and timeline for that change. The goal of a brand strategy is to capture the hearts and minds of your customers and lead them to the loyalty and commitment levels of brand equity.
One of the most important things is however; company must also keep the brand core consistent.What’s unique about a company’s approach to customers that shouldn’t change? If she consistently uses its strategic role, brand principle, personality and values over a period of year, it will build defensible differentiation.
In order to establish brand clarity, one has to know who they are as a company. Companies have to do research on this matter. Ask customers, prospects, employees, partners, analysts, and vendors. Hence, Sort through research to discover the brand assets of the company. The full benefit of integrated branding can’t be achieved until all employees are living it.
Company activity alignment focuses on creating a company filled with leaders leading from the brand and employees executing it. This requires leaders becoming brand evangelists as well as setting up employee compensation systems rewarding brand-based behavior, hiring based on branding, organizing company processes and designing products and services to reflect the brand.
Tell the world who the company is? Brand based communication, via logos, ad campaigns, collateral, taglines, brand characters, colors, public relations, direct mail and Web sites, delivers different brand tools consisting of verbal and visual tools. Effective communication of company’s brand will help promote the marketing efforts, proving that the brand message is true, effective and consistent.

Jun 12, 2010

Outdoor advertising: Some striking features!

The purpose of each advertising campaign varies from another. Keeping this point in mind, advertisers implement various mediums of advertising which best suit the requirements of their brand promotion campaign. Outdoor advertising is one of the oldest mediums of brand promotion. Advertising brands through outdoor media vehicles such as billboards, hoardings, kiosks, posters, stimmers, banners etc have been in trend ever since the dawn of advertising in Pakistan. Some important features of outdoor advertising discussed in this article as are as:
Cost efficiency: Out of home advertising methods are cost effective ways to promote a brand or service because it is a kind of advertising that requires one time investment. One outdoor ad can be kept for weeks, months or even years (provided the ad is not weakened by weather or some other factors). Hence, in out of home advertising one doesn’t need to invest again and again. Just invest once and wait and watch to observe the impact.
Better reach: Outdoor ads provide better reach to customers as compared to other advertising mediums. This is because outdoor ads cannot be switched off like television or print ads. One can avoid a television ad by changing the channel but one cannot avoid an outdoor ad by staying inside home and not going out. The bottom line is that everyone moves out of home and while moving out of home, one happens to watch all those outdoor ads about various brands. The compelling viewership provided to audiences is one of the major advantages or features of an outdoor advertising campaign.
Potential to reach intended customers: Outdoor brand promotion practices such as airport advertising, mall advertising etc have potentials to reach the targeted customers. Airport advertising is one of the most common practices of outdoor brand promotion. Any advertising campaign whether home based or outdoor is successful if it reaches out to the target audience. In such a case, outdoor ads have the ability to reach and influence a defined target group with a rich brand experience.
Scope for creativity and longevity: Outdoor advertising provides more scope for creativity and longevity while promoting a brand, service, and an idea or business activity. This scope for creativity and longevity makes outdoor advertising an effective and reliable tool for brand promotion.
Consistent exposure to public: Outdoor ads whether airport advertising or mall advertising provide constant exposure about the brand to the general public. This is another striking feature or benefit of outdoor advertising. Maximum exposure in the market place means attracting a larger number of target audiences. Advertising is a customer-centric affair and attracting old/new pool of customers is equally important for an advertiser to promote his brand or service.
Outdoor advertising in Pakistan although is becoming trendy day by day. Especially with the advent of digital technology, outdoor advertising has undergone a radical change as compared to the conventional modes and techniques of brand promotion. The trends of outdoor advertising here are yet to do up and modernize further with a touch of technological sophistication.

Jun 10, 2010

Philosophy of Internet Marketing!

The process of Internet Marketing rotates around marketing and promoting products and ideas over the internet linkages. Internet Marketing Services are preoccupied towards helping the concerned product gain visibility and prominence over the web and are meant to enhance its equity. The services get organized over various forums on the internet and are allotted towards attracting customers and influencing the outlook of search engines.
Internet marketing services are basically a conglomeration of various online marketing exercises that are played over the web and applied to a website so that it goes beyond all boundaries and is able to make a very strong impact on search engines. This grouping has to be handled very sensitively and all the features involved in it get positioned quite strategically.
The first tool that is used in Internet Marketing Services is Pay per Click, better known as PPC. PPC is basically paid advertising where the keywords get positioned in the form of a hyperlink and is done very excitingly so that when the user types in those keywords in the search engine, he is led directly to the ad and can click the ad and visit it. The ad is also known as Sponsored Link and appears next to natural results.
The next tool in the vast collection of Internet Marketing tools is Search Engine Optimization. In this plan, the website is optimized highly on search engines so that it gets a prominent presence on them. The better the optimization is, the more visible the website becomes and eventually, the better the chances of the website attracting business.
Email marketing is another tool of internet marketing used during a campaign where hundreds and thousands of web users are sent emails updating them about the product that is being launched and the benefits that would play into their advantage. Email is also known as viral marketing since the number of users that are targeted at one instance goes into huge sky-high figures.
Apart from this, blogs are written to make the users aware of the products and also invite them to come on board and write their opinions about something they like extremely.
These are some of the many more methods that are applied and incorporated into the internet marketing campaign of a website. Not only are they done well but are also arranged perfectly so that users do not find it hard to experience their effect once they get installed and start showing results.
The whole concept of marketing things over the web only sees results when done at the right places and amongst the right people. These campaigns ensure that the goal gets accomplished well and the results that flow in are desirable and favorable. Marketing over the internet is a strategic process that requires a lot of alertness and effort, something that internet marketing services gives radiance to.

Jun 3, 2010

Six Stages of Brand Evolution

The brand evolution process consists of six stages. Each and every stage is related to the consumer engaging, learning, and valuing a particular brand. In this model of brand evolution the brand is being introduce in various forms such as unbranded good, as a reference, as a personality, as an icon, as a company, and finally as a policy.
In the first stage, goods are treated as commodities and most are unbranded. This stage is usually characterized by an excess of demand over supply. It is most closely approximated by developing economies and is rarely seen in developed economies. Producers make little effort to distinguish or brand their goods with the result that the consumer’s perception of goods is utilitarian.
In the second stage, brand as reference, competitive pressures stimulate producers to differentiate their goods from the output of other manufacturers. Differentiation is achieved primarily through changes in physical product attributes. Consumers’ memory networks expand beyond recognition of the basic product category to include other product information in order to evaluate goods on the bases of consistency and quality. They begin to use brand names based on their image of the brand as a heuristic device in decision making. Even so, consumers primarily value brands for their utilitarian value.
By this stage of brand as personality, differentiation among brands on rational/functional attributes becomes exceedingly difficult as many producers make the same claim. Therefore, marketers begin to give their brands personalities. An example is Safeguard soap. By creating the personality of the caring mothers, the marketer injects emotion into the consumer’s learning and valuing process. Doing so brings the brand closer to the consumer through an emotional bond as mothers who want to perceive as caring, use Safeguard soap.
In this stage of brand as an icon, it is "owned by consumers". They have extensive knowledge about the brand, frequently world-wide, and use it to create their self identity. An example is the Marlboro cowboy who is recognized around the world. The cowboy is rugged, a man against the odds, but he is not crude and lacking in sophistication. Consumers who want to be perceived as strong, rugged or loners might smoke Marlboro cigarettes. The cowboy is a symbol or icon of a set of values.
This stage marks the change to postmodern marketing. Here, the brand has a complex identity and there are many points of contact between the consumer and the brand. Because the brand equals the company, all stakeholders must perceive the brand mean company in the same fashion. The companies can no longer present one image to the media and another to stockholders or consumers. Communications from the firm must be integrated throughout all of their operations. Communication is not, however, unidirectional. It flows from the consumer to the firm as well as from the firm to the consumer so that a dialog is established between the two. Consumers become more actively involved in the brand creation process. They are willing to interact with the product or service in order to create additional value.
Few companies to date have entered this stage of brand as a policy which is distinguished by an alignment of company with ethical, social and political causes. Before leaping into this stage, firms have to consider both the risks and their credibility as brand as company. The primary risk is isolate consumers who do not like the firm’s standpoint.

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