Cadbury plc, the producer of the Dairy Milk brand has reported a 6 per cent increase in profits last year. The increase in the sales was due to the increase in the marketing investment in the Dairy Milk products.

The marketing budget was increased from £97m last year to £584m, which is up 10.8% in respect to sales. Revenues hit the£5.4bn mark, up from £4.7bn in 2007. Marketing indeed has helped the confectionary company gross a good deal of profit in this global economic storm.

Cadbury’s most known brands, Dairy Milk, Halls and Trident helped boost growth by 11 percent. Dairy Milk with its finger licking chocolates obviously was a good performer in the Cadbury headquarters, London. Aggressive marketing techniques starting with the ‘Gorilla’ campaign, ‘Airport Trucks’ and ‘Eyebrows’ has led to a significant brand recall among the consumers. Cadbury is indeed a good example of how marketing strategies can help turn an unfavorable situation in to a favorable one.

However, the company is not immune to the global recession as reported by Todd Stitzer, the chief executive of Cadbury. It still expects revenue growth of 4-6 per cent this year

Via: Marketing News