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Essay: The essence being business any company

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The essence being business any company

Corporate Rhetoric

The essence of being in business by any company to remain in business and to be succesfull. A company must generate its own corporate strategy and campaign, corporate motto and image. Sometimes a company’s success depends on the brand, consumer motivation and brand values.

For many companies new product development plays a key role in developing markets, as brand tries to offer something new to consumers, that is really difficult. However, taking decision on consumer is the most difficult tasks for many companies, because it is difficult to predict, estimate or determine customers’ demands.

Why does the product image is different in different brands? What influence does the company’s image and advertisement has on consumers?

A rhetorical analysis is an effort to show the corporate’s brand, image and position. It requires that certain questions be asked: What messages does that company send to customers? Do they live up to their corporate motto and marketing campaigns? What is the company’s advertisement about?

So let’s take a closer look at the Cadbury company, that is the world’s biggest confectionery company with a number one or number two position in 20 of the 50

largest confectionery markets across the globe. It creates chocolate, gum and candy brands – brands like Cadbury, Trident and Halls.

Rhetorical analysis is an aspect of economic citizenship, can explore how corporate scripts encourage the beliefs that all human needs can be satisfied within the commodity form and that the unpleasant realities of the commodity system are either nonexistent or inconsequential. (Paula Mathieu, 125)

Company’s brand

The cusses of the Cadbury brand can depend on the brand image, and how it develops in time. Cadbury is building it’s strategy on underlining the premium class of the products, it underlines the highest quality and taste.

“We’ve always appreciated that doing good is good for business at Cadbury: being responsible and being commercially successful go hand in hand. Our founders believed in it and it is still at the heart of the way we work today”.( Paton, Maynard)

Here are some facts about the company:

  • The company started business in1824- it is nearly 200 years old;
  • Now it operates in over60countries;
  • Cadbury makes and sells3kinds of confectionery: chocolate,gum and candy;
  • It employs about45,000people
  • Every daymillionsof people around the world enjoy it’s brands.

Company has its own website, that can tell about company’s history and creation, main brands and products, company’s responsibilities, information for investors and media. It gives fully information a consumer may be interested in, also the latest news, releases and projects. It is important to mention that the company has websites in different countries and it has specific information, done in different styles and is intended for different peoples and cultures.

Cadbury brands are well-known all over the world, and it is closely connected to the company’s strategy.

We can point out the key issues that are:

  1. Advertising – the main issue of the company’s marketing strategy.
  2. Best quality and exclusivity positioning of the products in the market.
  3. In-store positioning – the correct positioning of the product in the confectionery section have to inform consumers about the product.
  4. Competitive advantage – it is a successful brand or good cost management system, that competitors cannot copy.
  5. Corporate culture – the values, processes and encourage behavoiurs in an organization.

Brand image

The confectionery market is full of brands that need to fight for customers attention. Buyers are surrounded by countless brand images and messages on a daily basis.

During the lifetime of a brand, companies develop marketing strategies that communicate brand identity and core values to gain public’s attention. In order to keep its product competitive and contemporary, these messages need to change over time. Cadbury provides one of the most successful examples of how an advertising message can be modified from one campaign to the next to attribute new values to a brand giving consumers more reasons to buy Cadburys.()

The classic icons used to play a major role in establishing the look of the company’s products. These key “look icons” are the main messages that impact to the Cadbury consumers. Different customer researches are conducted to ‘test’ these messages, and the results have proved, that dark purple color image is strongly associated with Cadbury. It’s logo is widely recognized, that is about a 96% recognition level, among with other world brands such as Coca Cola and McDonalds.

Cadbury company introduced a new global marketing strategy called “Choose Cadbury” – this strategy is a result of extensive research about consumer behaviour and perception. It is a campaign that perfectly illustrates how a brand can

become an idol, and how different messages in logos and advertising can strength brand image and position.

The central message of the ‘Choose Cadbury’ strategy is the “glass and a half symbol”. It raises the guestion: Is the glass half full or half empty? Cadbury suggests that the glass is always half full appealing to our emotions.

Cadbury can deliver on optimism, happiness and a feel-good factor, and so the decision to purchase this brand over all other chocolate brands seems to be logical.

The “Choose Cadbury” image was made first of all to motivate consumers and buyers, who not only see the advertising message, but are called to make a certain purchase decision.

Consumers are reasoned to remain brand loyal, as Cadbury product will remain unchanged: “Cadbury Chocolate always tastes good”, and also buyers are given more reasons from emotional side: “Cadbury Chocolate – feels good”, it is an example of positive, uplifting, mood enhancing, providing enjoyment and happiness.

Now Cadbury brand has relied on taking ownership of the emotional side of eating chocolate, and the emotional pleasure side of chocolate helps Cadbury to keep its product in the mind of the consumer. (Paton, Maynard)

To summarize, the narratives presented by the Cadbury Company include spoken and written texts as well as logos and other visual images. They surround its products with claims that equate consumption with connoisseurship by borrowing from scientific and sensual discourses. (Paton, Maynard)

Company’s products and product’s positioning

The Cadbury product range addresses the needs of each and every Consumer: children and grown-ups, weather it is an impulse purchase or family buying-habit. The company has identified 3 main segments: “impulse buying”, and”. These segments reflect consumers’decision-making processes: “impulse buying” are typically products for immediate consumption (like single bars); “family buying” is generally often bought in a supermarket by a need; the “gift buying” is good for special occasions (birthdays, Christmas, New year and other holidays). This segmentation helps to guess consumer habits , and it becomes easier to target products and advertising. ()

For example, an analysis of the “gift” sector shows the importance of developing innovative products for specific markets. Cadbury designs products to coincide with for hristmas, Easter, Valentine’s, Mother’s and Father’s Day and other alendar dates. Also it takes into consideration national differences and traditions, especially while advertising the products. Cadbury use marketing strategies such as the ‘Choose Cadbury’ strategy to encourage a link between chocolate and these events ensuring there is a Cadbury chocolate product suitable and available for every occasion.This is meant to encourage people to celebrate good moments with a Cadbury chocolate. (Paton, Maynard, 25)

Advertising – the key factor of the company’s success

The role of advertising is to keep a brand in the mind of the consumer. Advertising plays a key role in maintaining the company’s strong position on the market. Cadbury uses all types of advertising: internet, posters, TV, radio, cinema, print media.

It is important to mention the main advertising messages, that had real success and impact on company’s image.

First, it is a so-called “Gorillas” advertising campaign by Schweppes. Cadbury’s gorilla advert was a great success when it was first broadcast in 2007. It quickly became an internet favourite video and was widely posted on different sites, attracting a lot of public debate.

Second, it is a Cadbury’s fantastic Mobile marketing campaign. The interactive campaign for "Pappu Pass Ho Gaya" which means "Pappu* has passed in his exams" bagged a Bronze Lion at the prestigious Cannes Advertising Festival 2006, for ‘Best use of internet and new media’. This campaign allowed students to check their exam results using this mobile service: if student passed, he got a message "Pappu pass ho gaya". This is meant to encourage students to celebrate good moments with a Cadbury Dairy Milk. (Paton, Maynard)

The third example is that Cadbury will be a sponsor of the London 2012 Olympics, that is the biggest marketing campaign. The company is planning a push called ‘Spots V Stripes’ that will engage the public in a sporting encounters across the country during the Games, and also Cadbury will provide all confectionery and ice creams for the Olympic Park.

It must be said, that Cadbury pays much attention to the problems of good health, healthy products and nutrition. So it’s promotion of low-fat sweets,

Conclusion

One aspect of economic citizenship worth considering is the roles products, companies persuasion play in defining habits of consumption.

Building a "consumption nation" requires creating a group of consumers who are persuaded to act within the narratives that the company offers. Cadbury is proposed to be a good chocolate of high quality, consuming it is a good habit. I is not the only gourmet chocolate, but a part of everyday life, gifts and presents, traditional celebrations and so on. (Paula Mathieu, 115)

Cadbury tries to persuade consumers that chocolate is a greatgourmet experience. The language and images of it say that chocolate is not merely food, the language used to describe the food must be completely different.

The “glass and a half symbol” plays a key role in the current Cadbury’s strategy, because it says about the quality and superior taste of Cadbury’s chocolate.

Advertising has a major influence on consumers preference for Cadbury and has great contribution to its success. Having been known for more than century, Cadbury’s chocolate still remain favorite. Nowadays company’s advertising should be persuasive, emotional, strong enough to persuade and build brand preferences.

The creative approach is also important for a company’s image, especially speaking about the logo – a message to consumers about the company and it’s products. Company’s advertising messages should both attract consumer’s attention, capture their interest, and remain in their heads. ()

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