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Copy of Cadbury Ad Campaign
Transcript of Copy of Cadbury Ad Campaign
- Distribution network encompasses 2100 distributors and 45000 retailers (Mondelēz International, Inc., 2015)
- Aiming to increase distribution capability by acquisitions and partnering with third
parties (Claire, 2015)
- Retailers further sell Cadbury products
- Income is also generated from Cadbury World, Cadbury shops and Cadbury website sales (CadburyPLC, 2015)
- Consumer incentives and trade promotions
are also used by retailers and the Cadbury
Advertising to consumers
Cadbury Ad Campaign 2015
Costing and Effectiveness
Creative Advertising & Promotion - MKT3151
Seminar Tutor: Shing-Wang Chang
1847- The business moves to Bridge Street. The Cadbury brothers' booming business moved into a new, larger factory in Bridge Street in the center of Birmingham
1861- John retired in 1861, handing over
the business to his sons
Richard and George, aged 21 and 25
1866- An innovative processing technique is introduced
1875- First Milk Chocolate Bar
1875- Cadbury makes their first Easter egg
1878- The Cadbury Brothers are inspired by their vision
18790 Bournville 'The Factory in a Garden' is born.
The first bricks were laid in January 1879 and 16 houses
for foremen and senior employees were on site
1897Cadbury Milk Chocolate is Launched
1900- Early outdoor and press advertising. Cadbury produced some of the finest examples of posters and press advertisements during this period.
1905- First Cadbury logo commissioned
1920- Cadbury Dairy Milk goes purple. Cadbury Dairy Milk started out in pale mauve with red script, in a continental style 'parcel wrap’ at its launch in 1905
1921- Cadbury script logo first appears
1928- The 'Glass and a Half' symbol is introduced. Used in 1928 on press and posters, TV ads and on wrapper designs
1824- John Cadbury opened Bull Street shop
- In 1824, John Cadbury opened a grocer’s shop at 93 Bull Street, Birmingham
- Among other things, he sold cocoa and drinking chocolate, which he prepared himself using a pestle and mortar.
- The Cadbury manufacturing business was born in 1831, when John Cadbury decided to start producing on a commercial scale and bought a four-storey warehouse in nearby Crooked Lane
- By 1842 John Cadbury was selling atleast 16 varieties
of drinking chocolate and 11 different cocoas.
- Buy drinking chocolate in the form of both cakes and powder
1990- Cadbury World Opens
2003- Cadbury Schweppes Buys Adams and Becomes the World's Leading Confectionery Company
2008- Cadbury and Schweppes Demerge
2008- Cadbury Cocoa Partnership Launched. £45 million was put aside to put into cocoa farms in Ghana, India, Indonesia and the Caribbean over a decade
2009- Cadbury Dairy Milk Becomes Fairtrade
2010- Cadbury becomes part of Mondelēz International
The total UK confectionery market was worth £5.73bn in 2013 (Hughes, 2014)2
As such, between 2009 and 2013, the total UK confectionery market has increased in value by 18.6% (Keynote, 2014)
- Cadbury is a chocolate manufacturing company in UK chocolate confectionery market
The UK Chocolate Confectionery Sector by Value at Current Prices (£m at rsp), 2009-2013
The total UK confectionery market was worth £5.73bn in 2013 (Hughes, 2014)
- Between 2009 and 2013, the total UK confectionery market has increased in value by 18.6% (Keynote, 2014)
The retail selling price of the UK Chocolate Confectionery Sector
- Predominantly use posters and press advertisements. In the late 1950s Cadbury adopted
television advertisement and more recently social media campaigns (CadburyPLC, 2015)
Target audience 10-50+
Children- Desire for chocolate
B2B- Revenue generation
Parents- Care for children
(Mondelēz International, Inc., 2015)
- Cadbury's Perk and snack range (CadburyPLC, 2015)
Cadbury's Dairy Milk, Cadbury Caramel, Cadbury Buttons (CadburyPLC, 2015)
Take home segment-
Cadbury's Milk Tray, Cadbury highlights, Cadbury Advent Calender (CadburyPLC, 2015)
Bainbridge, J. (2015). Sector Insight: chocolate confectionery. [online] Marketingmagazine.co.uk. Available at: http://www.marketingmagazine.co.uk/article/1135733/sector-insight-chocolate-confectionery [Accessed 12 Jan. 2015]
BBC, (2013). Does the shape of chocolate change its taste?. [online] BBC News. Available at: http://www.bbc.co.uk/news/magazine-24223182 [Accessed 19 Jan. 2015].
BradInsight, (2015). BRAD Insight | ALF & BRAD Advertising & Media Resource. Intelligence Tools for business development & Media Planning. UK Media Listings for the Best Place to Advertise. Ad Sales Leads, Alf Book, UK Media Guide, Advertising Directory & Agency Guide. [online] Www1.bradinsight.com. Available at: http://www1.bradinsight.com/ [Accessed 20 Jan. 2015].
CadburyPLC, (2015). [online] Cadburyworld.co.uk. Available at: http://www.cadburyworld.co.uk/~/media/CadburyWorld/en/Files/Pdf/CadburyWorldCaseStudy [Accessed 15 Jan. 2015].
CadburyPLC, (2015). At a glance. [online] Cadburyar2008.production.investis.com. Available at: http://cadburyar2008.production.investis.com/overview/ataglance.aspx [Accessed 15 Jan. 2015].
CadburyPLC, (2015). Explaining Cadbury’s markets. [online] Cadburyar2008.production.investis.com. Available at: http://cadburyar2008.production.investis.com/strategic-review/world-confectionery/cadbury-markets.aspx?p=1 [Accessed 15 Jan. 2015].
CadburyPLC, (2015). The History of Chocolate. [online] com. Available at: https://www.cadbury.co.uk/the-story [Accessed 13 Jan. 2015].
Claire, C. (2015). Creative Review - Cadbury partners with Sainsbury’s to help shoppers ‘Unwrap Joy’ this Christmas. [online] Creativereview.co.uk. Available at: http://www.creativereview.co.uk/feed/december-2013/19/cadbury-partners-with-sainsburyas-to-help-shoppers-aunwrap-joya-this-christmas [Accessed 15 Jan. 2015].
Directionalmedia.co.uk, (2015). Rate Card - Directional Media - Billboard and Outdoor Advertising across the UK - Directional Media - Billboard and Outdoor Advertising across the UK. [online] Available at: http://directionalmedia.co.uk/products/rate-card [Accessed 20 Jan. 2015].
Hughes, K (2014), market size, Confectionery, Market update [online] Available at: https://www.keynote.co.uk/market-intelligence/view/product/10969/confectionery/chapter/4/market-size (accessed 04-01-2015)
ITV Media, (2015). [online] ITV. Available at: http://www.itvmedia.co.uk/assets/itvmedia/content/downloadables/spot%20costs%20-%20itv%20media%20-%20itv1%20and%20multichannel%20-sept%2011.pdf [Accessed 20 Jan. 2015].
Keynote (2014) Confectionery, Market update [online] Available at: https://www.keynote.co.uk/market-intelligence/view/
product/10969/confectionery/chapter/4/market-size (accessed 04-01-2015)
Mondelēz International, Inc., (2015). Mondelez International, Inc. - Annual Report. [online] Ir.mondelezinternational.com. Available at: http://ir.mondelezinternational.com/secfiling.cfm?filingID=1193125-14-79175&CIK=1103982 [Accessed 15 Jan. 2015].
Keynote (2014)1 Forecast, Confectionery, Market update [online] Available at: https://www.keynote.co.uk/market-intelligence/view/product/10969/confectionery/chapter/7/forecasts (accessed 04-01-2015)
TheFW, (2015). Cadbury's Controversial Easter Egg Changes Causing an Uproar. [online] Available at: http://thefw.com/cadbury-easter-egg-changes/ [Accessed 19 Jan. 2015].
1. Emphasise brand personality
2. Increase awareness and sales of the Cadbury product variety
3. Increase Facebook activity by atleast 35% amongst the target audience
Primary target market
'Youth to middle-aged consumers'
Gender: Predominantly females and children
Working status: in education ad/or part-time job,full-time job(+30hrs per week),
Size of households: 1-4 individuals. Family household. Involved in girlfriend-boyfiend relationship/partner/marriage and have siblings
Social class: ABC1C2 living in London
Using London public transport (Underground, DLR, Tramlink, other national rail services)
Own smart phones /tablet ,computer- have a presence on social networking sites
(ITV Media, 2015)
The success of the campaign will be measured by:
1. Analysis/contribution to sales
2. YouTube views and likes
3. Usage of hastags #cadburyselfie
4. Facebook Poll
- TV Advertisement
- Billboard Advertisement
- Online Social- 'Facebook Selfie'
The Chocolate Finger Family
The Milk Button Friends
#cadbury #selfie #chocolate #purpleandwhite #funnyface #bestfriends #library #funtimes #competition