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Cadbury

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Kathryn Gates

on 8 October 2012

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Transcript of Cadbury

Kathryn Gates Stephanie Allen Georgie Read The Brand and its History 1824
Cadbury brand established by John Cadbury
(Birmingham, England) 1831
First manufacturing factory opened 1905
First Bar of Chocolate sold Today
Cadbury is a world wide recognised brand Positioning of the Brand ‘Delivering recipes’ for life’s upbeat occasions – no matter what your humour or the occasion; Cadbury will provide the perfect accompaniment’ Points of Parity Great tasting 'The word ‘Cadbury’ is synonymous with chocolate' Suitable hygienic packaging Points of Difference Fair trade Variety of products Exciting purple packaging and logo High quality chocolate Associations with romance, magic, love and affection Brand Mantra Brand Promise Cadbury is the most delicious, best tasting chocolate. A moment of pure magic! Quality tasting, indulgent and exciting Perceptual Map Brand Characteristics Target Market Joyville Campaign PERSONALITY ORGANISATIONAL ASSOCIATION It is recognized as a large, credible and ethical company that is acknowledged globally and is continually growing. Its organizational associations also include its campaign work, support of numerous charities, fair trade and Cadbury fundraisers. SYMBOLS The Cadbury umbrella brand image consists of four icons specifically the Cadbury script, the glass and a half, dark purple colour and the swirling chocolate image. These elements produce a visual identity for Cadbury that communicates the ultimate in chocolate pleasure. Research has confirmed that colour recognition of dark purple is strongly associated with Cadbury and its logo is easily recognised. It scores a 96% recognition level alongside other global brands such as McDonalds and Coca Cola. BRAND/CULTURAL RELATIONSHIPS Cadbury’s brand and cultural relationships are that it has always been a well-trusted brand, which has remained consistent. It is portrayed as helping make its consumers, feel good, comforted and happy. People love what they make, and believe in what they do providing a huge emotional benefit to Cadbury. SELF EXPRESSION & EMOTIONAL BENEFITS Its self-expression and emotional benefits also including its ability to provide comfort, happiness, pleasure and enjoyment. Cadbury has the ability to produce many emotions within people, as it is a guarantee of indulgence. It has the ability to turn a bad mood into a good one by providing relaxation reliability and pleasure. Its customers know their products are made from good quality ingredients that will consistently taste delicious. Consumers are aware they are gaining an image of certain prestige, as it is a more expensive and high quality brand then most of its competitors. USER IMAGERY COUNTRY OF ORIGIN Birmingham, England. Joyville - a mythical land where all cadbury chocolate is created London's Joyville Surprise TVC - Marvelous Creations Sydney Train experience Cadbury = universal appeal! Multi-brand strategy-providing a product for all members of family "The Pick-me ups" Kids Teenagers Adults - Impulse

- Take home

- Gift Psychographics- - Novelty & variety seeking
- Self-expressing
- Fun loving
- Celebrate the good things
in life! Purchase behaviour- Roy Morgan Value Segment-
- Conventional/Traditional Family Life VALS-
Experiencers Target Market
for
Joyville Campaign Target audience = the inner child in all of us! Taking us back to our childhood and bringing back forgotten memories Multi-brand strategy = - Chocolate drops & popping candy for kids
-Marvellous Creations block for families
- Mousse range for women Spreading good feelings and moments we can all relate to Ben Wicks,
General Manager marketing chocolate,
for Cadbury told Mumbrella:

“Roald Dahl played a wonderful role in creating chocolate as a magical product. Because chocolate is seen as joyful and magical, people want to know the story behind it. However, Joyville is very much the Cadbury Dairy Milk story of how chocolate is made and amplifies the joy that the brand has been bringing to Australians for decades.” Meet Morgan!

She’s 30 years old and lives in an outer city suburb of Melbourne with her fiancé. Morgan works as a Fashion Buyer in the CBD, and commutes every-day on the train where she reads fashion news and articles on her I-pad or makes sketches of her own personal designs.

Amongst her friends, Morgan is known to be quite the life of the party and always up for a good time. She also enjoys relaxation and time to herself, doing pilates, cooking, reading, and taking a stroll to her favourite cafes and boutiques.

Throughout these occassions Morgan feels chocolate is always an appropriate accompaniment, and has been a loyal consumer of Cadbury since she can remember. When in need of comfort or when rewarding herself on her business success, she also likes to indulge with just a little bit of chocolate.

At the moment she is loving the Marvellous Creations and Mousse range, as it takes her back to her childhood where her imagination ran wild as she read ‘Charlie and the Chocolate Factory’. Recommendations Brand Characteristics for the
Joyville Campaign The Joyville campaign has reflected the personality that the Cadbury brand promotes. It is fun loving, friendly, confident and has also added surprising, joyful, mysterious and colorful to its personality. Brand associations such as a giant purple steam train, magnificent musical chocolate fountain and purple chickens from the Cadbury Joyville Online Easter Egg farm create its personality of spontaneity and joyfulness. There are many symbols used within Cadburys Joyville campaign, which both reflect the brand itself and add its own twist. The signature purple has been used as the colour of the steam train and on the outfits of the Joyville workers. The glass and a half symbol have also been advertised across the train including the famous Cadbury script. A new logo has emerged for this campaign incorporating the Cadbury scrip denoting Joyville and the glass and a half symbol. The classic purple is also seen in all of its TVC’s and on its experiential fountain. People have loved the campaign, as it is extraordinary, entertaining and jubilant providing a huge emotional benefit. Joyville’s self-expression and emotional benefits also include its ability to provide comfort, happiness, pleasure and satisfaction. The campaign captures an enormous breath of emotions, from shared values such as family togetherness,to the personal values of individual enjoyment. It taps into the imagination in all of us bringing to life our chocolate fantasies’. Bibliography


© Kraft Foods Australia Pty Ltd. (2012). The Story of Cadbury. Retrieved October 2012, from Cadbury: http://www.cadbury.com.au/about-cadbury/the-story-of-cadbury.aspx

(2012). A Study of the Chocolate Industry:.

Campaign Brief. (2012, June). Cadbury unleashes Joyville steam train into Sydney's rail network in new campaign via Saatchi & Saatchi, Jungleboys and Wonder. Retrieved 2012, from Campaign Brief: http://www.campaignbrief.com/2012/06/cadbury-joyville-steam-train-a.html

Kulshreshtha, N. (2008). branding with Cadbury. Retrieved October 2012, from Slideshare: http://www.slideshare.net/nimishakul/branding-with-cadbury-presentation

LBBOnline. (2012, January). JOYVILLE'S MAGICAL CHOCOLATE FOUNTAIN.. Retrieved October 2012, from LBBOnline: http://lbbonline.com/news/joyvilles-magical-chocolate-fountain/

Mumbrella . (2012, April 18). Saatchi & Saatchi Sydney launches global Cadbury ‘Welcome to Joyville’ campaign. Retrieved October 2012, from mUmBRELLA: http://mumbrella.com.au/saatchi-saatchi-sydney-launches-global-cadbury-welcome-to-joyville-campaign-85820

Campaign Brief. (2012, April 18). Cadbury Dairy Milk launches global 'Joyville' campaign via Saatchi & Saatchi Sydney. Retrieved October 3, 2012, from Campaign Brief: http://www.campaignbrief.com/2012/04/version10-starthtml0000000149-258.html
Kraft Foods Australia Pty Ltd. (2012). The Story of Cadbury. Retrieved September 30, 2012, from Cadbury: http://www.cadbury.com.au/About-Cadbury/The-Story-of-Cadbury.aspx
Kraft Foods Inc. (n.d.). Cadbury Dairy Milk. Retrieved September 30, 2012, from Kraft Foods Company: http://www.kraftfoodscompany.com/brands/featured-brands/dairy_milk.aspx
Yaffa Publishing Group Pty Ltd. (2012, April 18). Cadbury's Joyville by @radical.media for Saatchi & Saatchi. Retrieved October 3, 2012, from Creative: http://www.australiancreative.com.au/news/cadbury-s-joyville-by-radical-media-for-saatchi-and-saatchi Through the revealing of the story of the Joyville campaign it has proved Cadbury to be an innovative, large and credible company. The unleashing of the Joyville steam train onto the Sydney railway has been one of Australia’s biggest experimental activations of the whole year. Joyville’s experiential Magnificent Musical Chocolate Fountain in England also proved the campaign to be global, inventive and original. The brand and cultural relationship of the Joyville campaign have been established from the Cadbury brand. The Joyville steam train is portrayed as exciting its consumers and making them happy. Joyville lives in the imagination of chocolate lovers and is supported by the Cadbury brand that everyone knows, trusts and has always used. Through its experiential advertising it has allowed physical interaction between consumers and the campaign, actually bringing their imaginations to life. We conducted a focus group of 8 participants and 4 individual interviews, with males and females ranging from 12-53.
From our results we have developed the following conclusions:

93% of participants agreeing Cadbury was the number one brand for chocolate. They didn’t consider other alternatives such as Nestle and Dove, believing these brands didn’t deliver on their brand promise or live up to their expectations.

When asked about Cadbury’s pricing we received mixed responses; 67% thought the pricing was reasonable as they were prepared to pay for the superior quality, and 33% considered the pricing to be too expensive.
We also had 88% of participants deciding Cadbury holds an element of prestige above competitors as it has been consistent with its exceptional quality, taste, product range for all occasions and entertaining advertising.

When asked about Cadburys brand associations and symbols, their responses included its signature purple colouring, pouring glasses of milk, the chocolate melting swirl, Cadbury script, and memorable advertising and jingles.

87% stated the following personality traits:
- Happy
- Joyful
- Fun
- Reliable,
- Friendly
- Comforting,
- Loving
- Out-going “Once you start you can’t stop!” “Strong sense of national identity with the brand” “Their fundraisers are amazing!” “Cadbury is the go to chocolate “ Overall the results from our surverys and focus groups showed they had no negative experiences with the brand or any of its products. The participants are confident when purchasing Cadbury as they trust it will meet their particular needs and wants; from comfort, to relaxation, reward and celebration. Their perception is synonumous with our research and matches our analysis of positioning, characterstics and target market. Any Questions ? Benefits of the Cadbury Joyville Campaign Experential Marketing Brand Awareness
Product Awareness Threat to competing brands
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