This section will detail all the terminology and literature available for marketing communication. Various literatures will support to understand the concept of marketing communication and its significance aiming to support the research topic. Different tools are identified such as promotion, publicity, social media promotion, advertising, etc. by the companies to make easy and effective communication with the market and consumers. Effective communication strategies as part of the marketing, helps to identify the target audiences and convert them to become end users.
Cadbury has always been considered to advertise with emotions and sentiments in order to attract the customers and being loyal with the product. Due to intense competition in the marketplace, it becomes difficult for companies to sustain with their products and gain the competitive advantage until they come up with a stronger and effective marketing approach (Brexendorfet.al., 2010)
Consumer’s behavior, attitude, trust for the product, brand awareness, loyalty and most importantly associating with the individual mind set are heavily influenced by the marketing communication programs. Organizations are investing huge amount of money on communication targeting to build brand loyalty, and customer satisfaction. Cadbury has gained the brand loyalty by its most effective communication plans and programs as part of its marketing strategies. Several programs have made the company to gain competitive advantage over others. Excellent brand loyalty creates hindrances for the competitors to enter in to the market, affect their sales volume thus an gaining loyalty through various communication plans ensures to achieve the organizational growth.
In today’s market, consumer satisfaction is the most targeted element for organizations growth strategies that helps to increase the product loyalty by developing customer loyalty (Nam, Ekinci&Whyatt,2011). Once customers are satisfied and associate their requirement with the brand, they become fewer prices sensitive and thus it becomes tough for the competitors to enter in to the market or gain competitive advantage. Hence, effective communication certainly helps to ensure loyalty of the brand among its customers and facilitates competitive advantages in the global marketplace.