Oisin Cullen Ashley OSullivan trio Established in 1824 by John Cadbury Cadbury means quality this is our promise One of the most recognisable chocolate brands in the world Very innovative ID: 778521
Download The PPT/PDF document "Cadbury snack Laura Reddy" is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.
Slide1
Cadbury snack
Laura ReddyOisin CullenAshley O’Sullivan
trio
Slide2Established in 1824 by John Cadbury
‘Cadbury means quality this is our promise’
One of the most recognisable chocolate brands in the world
Very innovative
Ever evolving product range
Slide3Cadbury SNACK
Cadbury snack Wafer
Cadbury Snack shortcake
Cadbury Snack sandwich
Launched in the 1950’s
Third biggest confectionary brand in Ireland
Cadbury snack was repositioned in 2005
Slide4Target market
Both male and female
Aged between 25-55Homemakers, career builders and treats for children
Quick snack during break times
Slide5Competitors
Popular hot drink accompaniments
Family treat
Work break treat
Slide6Campaign
To break into younger market
Male and female
Working, responsible and still having fun
Nibble while you natter
Slide7Sponsorship
Longest lasting and most successful commercial tie ups
Used to create brand awareness and communicate launching and repositioning of new products
Cadbury snack took the advertising spot in 2001
Slide8Reason Behind Repositioning
No clear position in the customer’s mind
Previously tried to target young professionals
We carried out some research
Slide9Slide10Five C’s
Company – Part of master brand
Competitors – Club Milk, Twix, Kit KatCustomers – Females 25 - 55
Collaborators – Distributors
Climate – Movement against obesity
Slide11Target Audience
Slide12Slide13Main Objectives
Successful Reposition & Target
Position as an accompaniment to hot beverageBuild awareness online & increase fan following
Slide14Our Objectives
To successfully reposition the three Cadbury snacks range into a Cadbury snack trio bar for women aged 25 to 55.
To be recognised as the number one hot beverage accompaniment in the minds of our target market.To increase our overall likes on Facebook and our followers on Twitter.
Slide15AIDA Model
The aim of our promotion is to:
Initiate awareness amongst consumersGenerate interest
for and
desire
to have the product
Ensure
action
to purchase
Every aspect of our promotional campaign, both online and offline, will be continuously monitored and measured.
Slide16Advertising
We will utilise the following advertising methods to target our audience.
Broadcast mediaOutdoor mediaAmbient
Online
Slide17Cadbury’s Previous TV Advertising
http://www.youtube.com/watch?v=IBOK3SyVfMU
Slide18Concept of Our Advertising
Tagline, “All three . . And guilt free”
The adverts will have three men, representing the three snack bars. (Purple, pink and yellow.Research showed that these colours are distinctive in consumers mind when they think of Cadbury Snack.
Slide19Broadcast Media
Use both Television and Radio.
Targeting popular shows among target audience.Soaps (Sponsoring Coronation Street), x-posé, and come dine with me.Radio is important as our target audience are commuting and travelling every day or at home, listening to the radio.
Today fm and News-talk.
Slide20Previous Outdoor Advertising
Slide21Outdoor Advertising
We want to catch the eye of the women o our target audience when they are travelling.
Working professional are commuting to work by car, bus, Luas or train.Mothers are doing school runs, shopping etc.So it is important for our outdoor and ambient advertising to be in the right place at the right time so our audience will see it.
Slide22Outdoor Advertising
Billboards on dual-carriage ways/ motorways on route to cities where are working professionals will be heading.
Bus stop and Luas stop commuter cards.Bus exteriors.
Slide23Online advertising
We want to utilise Twitter and Facebook for our online marketing campaign.
Our online campaign will consist of two competitions over the space of a couple of months.The idea of the first campaign will be to increase our Facebook likes and our Twitter followers.The second Campaign will be to reward our Cadbury Snack Trio customers.
Slide24Facebook and Twitter Competitions
1
st Competition – To win VIP passes to the “Cadbury Wonderland Tea Party” launch, by liking Cadbury’s Facebook page and sharing a picture of our new Snack bar and details of the launch, Or re-tweet the picture on Twitter with #snacktriowonderland.2nd
Competition
– Take a ‘selfie’ of you on a break with your Cadbury Snack Trio and upload it to Facebook or Twitter with #allthreeandguiltfree
Slide25Cadbury Snack Trio Launch
Objective of the launch is to build awareness around our new product, get people talking about it and most importantly trying it.
Aiming at no.1 hot beverage accompaniment – A ‘tea-party’ launch was best fitting.Saturday afternoon – Dublin City.Majority of our target audience would be off work.
It would be a suitable event to bring children.
Theme of the “Mad hatter’s tea party”.
Slide26Cadbury Wonderland Tea Party
Big attraction Heston Blumenthal.
Making a enormous Cadbury Snack Trio bar.Amy Huberman will be a celebrity guest to do the honours of opening the bar after the big reveal.Everyone will get to try a piece and can enjoy it with a free hot beverage.
Keep with other campaigns – The colour scheme will be purple, pink and yellow. With plenty of male helpers in those colours.