The Effect of marketing communication to brand loyalty in Cadbury Company

THE EFFECT OF MARKETING COMMUNICATION TO BRAND LOYALTY IN CADBURY COMPANY
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(January 26, 2012)
Table of Contents
 TOC \o "1-3" \h \z \u  HYPERLINK \l "_Toc318785910"
Executive Summary  PAGEREF _Toc318785910 \h
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Problem Statement  PAGEREF _Toc318785911 \h
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Research Question  PAGEREF _Toc318785912 \h
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Literature Review  PAGEREF _Toc318785913 \h
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Research Design  PAGEREF _Toc318785914 \h
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Data analysis and Presentation  PAGEREF _Toc318785915 \h
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Nature and Forms of Results  PAGEREF _Toc318785916 \h
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Budget  PAGEREF _Toc318785917 \h
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Tentative Schedule  PAGEREF _Toc318785918 \h
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References  PAGEREF _Toc318785919 \h
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The Effect of marketing communication to brand loyalty in Cadbury Company
Executive Summary
As a result of the fall in the sales of Cadbury Company, there is the need for the company to carry out research to determine whether our loyal customers have left us for other different companies. The company has defined the following principle marketing question. Would change in marketing strategy lead the company to maintain its customer loyalty which will in turn make the sales of the company to increase? This is a challenging marketing question and this research would be intended to unravel this mystery.
Problem Statement
During these days, marketing has become very significant to the survival of any company. All companies use the marketing strategy so as to progress ahead and succeed. The field of marketing is very dynamic. It is just stuck at a single point. It normally changes from time to time. To be precise, the company intends the research to come up with a good marketing communication between itself and the customers. This communication will enable the company to establish a perfect relationship with the customers. The proposal is based on the fact that perfect communication implication normally establishes a loyal brand. The research will be aimed at measuring the purpose of market communication as far as the growth of the organization is concerned. For a long period now, the company was characterized by the informal method of presenting and promoting their product. This was like using the mass media advertising among others. The company relied a lot on its advertising agency to provide guidance in almost all the market communication areas. We cannot conclude that that was incorrect. On the contrary, during these quick dynamic times, alternative ways should be employed during marketing.
The alternative way of marketing being researched would be the Integrated Marketing Communication (IMC).
Research Question
To study whether adopting the Integrated Marketing Communication will lead to retaining the loyalty of the brand
To study whether adopting the Integrated Marketing Communication will attract more customers
To study whether adopting the Integrated Marketing Communication will lead to increased sales.
Hypothesis
The adoption of Integrated Marketing Communication will lead to an attractive atmosphere to help the company retain brand loyalty and; hence, attract more customers leading to increased sales.
Literature Review
The marketing approach of Integrated Marketing Communication has been used by various companies to increase their efforts in getting, maintaining and developing with clients and other stakeholders in the sector. A good example of such a company that has embraced this marketing strategy is Mazda. The company has been selling trucks and cars within a very competitive market in America for the lat thirty years. The vehicles of this company have scored well from customers in broad areas like reliability, styling, value and styling. Later on, the company lost its focus on marketing and the sales dropped to the lowest point. However, they adopted this strategy and from that time hence forth, their sales have been a success. M...