Cadbury Communication Systems Discourses and Ideologies - Case Study Example

Running Head: CADBURY COMMUNICATION SYSTEMS, DISCOURSES AND IDEOLOGIES. Name Course Tutor Date Introduction Communication and communication systems are crucial as they determine how information is gathered, shared and used for specific intended purposes. Communication varies in form in different platforms and is determined by the intended audience and the effectiveness it is intended to achieve. In this context communication can take different scopes and themes which may be educative, informative, persuasive cautionary among other themes. Basically, it is how information is relayed through communication that determines whether these purposes are met according to plan and expectations. In every form of communication, there are several ideologies and discourses that form the underlying basics that achieve the initial objectives. For instance, the ideologies used in a sensitisation campaign are different from those used in an educative one. There may be some similarities but in the methodology but there are aspects that differentiate the each form. In all these forms of communication, it is apparent abut the complexity of the process. A lot of dynamics come into play with the different forms of communication if effective results are to be attained. Factors such ass culture, norms and values have to be put into consideration (Mules, Thwaites, & Davis, 2002, p. 4). The intended audience is also a critical aspect that consideration is necessary and essential. Different social structures call for different communication strategies and ideology. It is therefore, critical that communicators understand the structures and their dynamics in order to take full advantage and avoid communication mishaps during the actual process. This paper will look at in depth discourses and ideology that were used in several social campaigns. Cadbury is one of the worlds largest chocolate products manufactures in today. The company is spread throughout the world with major retail stores and malls. As part of their corporate social responsibility strategy, the company is involved in several charitable programs which run globally. The identified social campaign revolves around Cadbury and their fundraising communication ideologies. Specifically, it will concentrate on the About USs section in their webpage, the Cadbury fundraising poster and charity logos in Cadbury chocolate wrappings. Representation of social structures and values by the three systems will also be evaluated Cadbury fundraising In their corporate social responsibility strategy, Cadbury helps individuals, organisation, and clubs to raise funds for their activities in a secure and effective environment. Fundraisers can take advantage of a wide range of fundraising tools as availed to them by Cadbury. The platform is a creative way as Cadbury is a reputable organisation which has been existence for years. Based on its core values built on quality, heritage and a reputable image, it offers a strategic way of fundraising, given the massive amount of stakeholders that can associate with the company. In 2012, Cadbury was rated as the most trusted company dealing in confectionary products in Australia. This was the ninth consecutive year that the company was receiving this award. Their consumer based approach has helped many to raise much needed funds through the Cadbury fundraising committee, which has helped in meeting their needs. There are comprehensive fundraising packages that help fundraisers to earn fundraising profits easily and quickly. Fundraisers have a wide range of options which they can use depending on their goals and what amounts they intend to raise (Cadbury Austarlia, 2013). The Cadbury fundraising platform has several communication dynamics and ideologies that help it to achieve high rtes of success. First, Cadbury is a reputable company with years of operations that have created a huge brand that is trusted and loved by a majority. When fundraising, the intention is to reach out to as many people as possible. Cadbury, being a company with many fans and followers is a strategic way to get the information to millions of people. Additionally, the image of the organisation, which is held highly by many, guarantees accountability and responsible fundraising (Byrnes & Martin, 2008, p. 381). It is obvious that the company would not allow unscrupulous fundraising or using the platform for other purposes than the intended ones. Successful fundraising is all about planning and communication. The need for funds should be well outlined across all possible stakeholders to convince them why they should participate in the event. Fundraisers also need to adequately communicate the intention of the funds and what management criteria will be used to oversee usage of the funds (Morgan, 1998, p. 81). Given the wide scope that Cadbury has, it has the ability to provide fundraising tools and management options that create trust through integrity and honesty. When consumers of Cadbury products come across some of the fundraising packages, it creates a sense of belonging and identity especially among those who are loyal to the brand. Buying such products is a way appreciating the efforts of the company through assisting the needy in society. The social structure of the strategy is designed to involve consumers in creating meaningful change in society by participating in fundraising strategies. According to Sieg and Zhang(2012, p. 249)using a company’s products for fundraising for needy courses is an effective way of social responsibility as it affects and triggers emotional responses driven by loyalty and compassion. Further, it is a way of creating brand recognition and communicating to consumers that the company is not all about profits but also impacting social positivity in society. Cadbury has helped many clubs, schools, and individuals to fundraise for their activities in Australia. The successful stories have been featured on their website as a benchmark to those who would ant to try the tools available in the website. This is a great communication strategy that proves the workability of the tools. Using success examples as a way of communication is a great way of convincing and attracting audiences to try similar strategies. When consumers buy fundraising products from Cadbury, they not only buy into the brand but also assist in a worthy course. Furthermore, fundraising is a strategy which increases consumer bases where consumers can demand the same products even in a non fundraising perspective. The communication structure involves reaching to huge audiences and letting them know they are not only buying into superior and quality products but are also helping a needy person in their community. Cadbury Fundraising Posters Most of the products produced by Cadbury are chocolate based which is made from cocoa imported from Africa. There have been rising concerns on the poor living standards that primary producers in third world countries have to put up with. This is despite the billions of dollars that companies which benefit from these products make annually from further processing of the primary products. The most affected products are agricultural products such as coffee, tea, cocoa, food crops among others. To make the situation even worse, products made from these raw materials are later exported to the same third world countries where the initial produces cannot afford them. The outcry has been directed towards multinational companies to practice fair trade and at least give theses producers better prices for their products to enable them have better lives (DeCarlo, 2011, p. 106). For instance, a majority of small scale cocoa farmers in West Africa are poor to the extent that affording basic commodities is as struggle for them. In support of fair-trade, Cadbury embarked on a fair trade campaign to sensitise consumers to support fair trade products. Mars\Y&R, a marketing specialist with shoppers was responsible for implementation of the campaign. The strategy was meant to push female consumers and shoppers to buy products from Cadbury Daily milk Fair-trade products. The strategy was to be rolled out the campaign in retail stores and cafes which supported the drinking chocolate version. POS material and shoppers magazines were some of the strategies applied in stores. Mars\Y&R specialist came up with a simple strategy that involved two steps in support of the campaign. The steps were buying Cadbury Dairy Milk and then eat it. The campaign used the slogan “take a step for fair trade”. To further create the awareness, the posters for the campaign were a blend of the usual purple Cadbury colours with an illustration of Ghanaian art which is one of the worlds leading producers of cocoa (Corry, 2012). The communication strategy used in this campaign was targeted tat female shoppers to encourage them to buy fair-trade products. Many shoppers do not recognise the power of a single purchase and the potential impact it holds in changing a life somewhere. It is based on this information that the campaign was based in a bid top persuade consumers to go fair-trade. The communication strategy was also targeted at women who would be more likely to respond to such an issue. Posters and magazine pullouts displayed the Cadbury brand as well as a fair-trade painting of an African woman, all blended in ones. The urge was on shoppers regarding how even their smallest purchasing options hade the capability of making a difference. In the long run, the campaign was intended to let consumers know that by going fair-trade, they were securing the future of sustainable cocoa production for third world countries. The message was meant to evoke emotional attention and call consumers to action by buying these products. Consumers therefore have fulfilling experiences, knowing that they have actively participated in ethical shopping. Cadbury chocolate wrapping paper Cadbury also has a fair trade logo which is printed on the wrapping and packaging material for its products. During the period between 2009 and 2012, there was also the Olympic logo in the wrappings as one of the sponsors of the Australian Olympics team. As mentioned earlier, fair-trade revolves around ensuring better prices, environmental sustainability, a decent working environment, and fair terms and conditions for farmers and producers in third world and developing nations. It seeks to address the plight of facilitators of huge companies and manufacturing empires in the world that discriminate and against weak and poor primary producers in developing nations. It helps them to take better positions in negotiating for their produce and hence created better lives for them. A majority of consumers do not realise the social costs of purchasing various products. They are not aware of whether the products have been ethically produced or not. in order to counter this products that have the fair-trade logo like Cadbury are prove and certified to meet fair-trade regulations. This communication is very crucial to consumers when making buying decisions. When buying into fair-trade certified products, consumers can be assured that they have acted in an ethical and moral manner when making their purchases. Additionally, it is an innovative way of creating brand superiority when companies ensure that consumers purchase fair-trade compliant commodities. Cadbury has for along time been a sponsor of the Australian Olympics team the logo on its products is a sensitisation strategy to inform consumers of activities that the company is involved in improving the lives of Australians sports men and women. The company also played a huge role in materialising the Sydney Olympics in 2000. The inclusion of the logo on their packaging is a communication strategy to notify consumers that every time they purchase Cadbury products they are supporting the Olympic team to bring glory to their country. It is also a way that consumers can reward excellence in sports through supporting Cadbury products. Product packaging can be an effective way of communicating to consumers. It lets tam know of any updates and campaigns that the producer is running. In this case, the logos in the packaging notifies consumer of additional details of what they are actually purchasing. For fair-trade and Olympic support, it informs consumers that they not only purchase the product but also participate in fair trade and support the national Olympics team. Conclusion Communication is an important aspect in management as well as day-to-day life. Cadbury has used effective communication strategies to create a superior brand and also impact positive change in Australia and beyond. As a reputable company which is trusted by many, it organises fundraising programs for needy people. It also has fair-trade products which consumers can choose from. This information is effectively communicated to consumers and through campaigns and logos on the wrapping material. Cadbury has utilised the understanding of cultural and social values and used them to effectively communicate with their customers for brand growth and social change. References Byrnes, W, & Martin, D, 2008, 'Chapter 12 - Fundraising',Management and the Arts (Fourth Edition) , pp.379-418. Cadbury Austarlia,2013, Retrieved October 11, 2013, from Corry, W, 2012, MARS\Y&R / Cadbury Dairy Milk Fairtrade push. Retrieved October 11, 2013, from Marketing Blog,< http://www.themarketingblog.co.uk/2012/02/marsyr-cadbury-dairy-milk-fairtrade-push/> DeCarlo, J,2011, 'Fair Trade and How It Works, The Rosen Publishing Group, New York. Han, J, Ho, C, & Rodrigue, E, 2005, 'Innovations in Food Packaging' Intelligent packaging, pp.138-155. Morgan, D, 1998, 'Nonprofit fund raising', Public Relations Review , vol 24, no.1, pp. 80-82. Mules, W, Thwaites, T, & Davis, L, 2002, Introducing Cultural and Media Studies, Palgrave Macmillan, London. Vesterlund, L, 2003, 'The informational value of sequential fundraising', Journal of Public Economics ,vol 87, no. 3, pp. 627-657. Sieg, H. & Zhang, J. 2012, "The Effectiveness Of Private Benefits In Fundraising Of Local Charities", International Economic Review, vol. 53, no. 2, pp. 349. Read More