CADBURY SNACK trio Laura Reddy Oisin Cullen Ashley

CADBURY SNACK trio Laura Reddy Oisin Cullen Ashley O’Sullivan

• 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 • Ever evolving product range

Cadbury 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

Target market • Both male and female • Aged between 25 -55 • Homemakers, career builders and treats for children • Quick snack during break times

Competitors • Work break treat • Popular hot drink accompaniments • Family treat

Campaign • To break into younger market • Male and female • Working, responsible and still having fun • Nibble while you natter

Sponsorship • 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

Reason Behind Repositioning • No clear position in the customer’s mind • Previously tried to target young professionals • We carried out some research

Five C’s • Company – Part of master brand • Competitors – Club Milk, Twix, Kit Kat • Customers – Females 25 - 55 • Collaborators – Distributors • Climate – Movement against obesity

Target Audience

Main Objectives • Successful Reposition & Target • Position as an accompaniment to hot beverage • Build awareness online & increase fan following

Our 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.

AIDA Model • 1. 2. 3. • The aim of our promotion is to: Initiate awareness amongst consumers Generate 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.

Advertising • 1. 2. 3. 4. We will utilise the following advertising methods to target our audience. Broadcast media Outdoor media Ambient Online

Cadbury’s Previous TV Advertising http: //www. youtube. com/watch? v=IBOK 3 Sy. Vf. MU

Concept 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.

Broadcast 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.

Previous Outdoor Advertising

Outdoor 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 outdoor and ambient advertising to be in the right place at the right time so our audience will see it.

Outdoor Advertising • • • Billboards on dualcarriage ways/ motorways on route to cities where are working professionals will be heading. Bus stop and Luas stop commuter cards. Bus exteriors.

Online 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.

Facebook 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. 2 nd Competition – Take a ‘selfie’ of you on a break with your Cadbury Snack Trio and upload it to Facebook or Twitter with #allthreeandguiltfree

Cadbury 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”.

Cadbury 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.