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Marketing Consumer Behavior For Cadbury Marvelous Creation

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Question:

Is Cadbury the Famous Brand for Every Customer?
 
 

Answer:

Brand overview

Cadbury is the famous chocolate company among the people of world. Now, Cadbury has revealed a new chapter of joy i.e. Cadbury marvelous creation. The marvelous creation is another innovation of the Cadbury. After the success of Cadbury dairy milk, the marvelous creation will be available in new flavors i.e. in the Jelly popping candy and Cookie Nut crunch. The creation of Cadbury marvelous creation is different with the different pieces in various sizes. This report focuses on the brand audit of the Cadbury marvelous creation to analyze the success of the company in the market. Cadbury is the brand name among the customers which is the first choice of customers in any kind of celebration and occasions. Brand audit of Cadbury marvelous creation is given below (Reynolds, 2013).

Brand target psychographic profile

The target audience for the Cadbury marvelous creation is young children having age of 5 to 12. Basically, the company targets all kinds of customers such as male, female old and new. Cadbury marvelous creation uses psychographic segmentation to attract the customers. By providing Cadbury marvelous creation in various flavors, company is able to attract children.  Basically, psychographic segmentation is based on the thinking, feeling and the selection of the brand or product. So, Cadbury marvelous creation wins the market and becomes essential part of the lifestyle of the customers as the loyal brand. The psychographic segmentation is done on the basis of decision and the occasion of the customers (Haseeb, 2016).

Cadbury marvelous creation associative network analysis

Target of the Cadbury is the children who love the chocolate. The company has understood the concept of chocolate as children love flavor. So, after the success of dairy milk and dairy milk silk, Cadbury launched the new concept of Cadbury marvelous creation with the flavor of banana, nut and jelly with the composition of roasted nuts, caramel and biscuit crunch. The chocolate now considered as product to relieve the stress while working or studying. Cadbury has provided some benefits of the chocolate such as chocolate is good for heart, brain and makes feel better. By these features, Cadbury got success in attracting the customers of all age group (IPA, 2012).

Figure 1: Mind Map in Cadbury

Brand positioning strategy

The brand positioning strategy of Cadbury marvelous creation can be analyzed by various factors-

Product-

Cadbury marvelous creation is the combination of new flavor of chocolates. Those are sugar-coated candy pieces which attract the children. To attract more customers in the various groups, there are many variations in the chocolate having composition of nuts, biscuits and caramel.

Place-

The Cadbury marvelous creation is available at every place such as super stores, shop, baker shops and even media stores. By providing marvelous creation, the aim of the company is to provide unique eat experience of chocolates to the customers.

 

Promotion-

Cadbury marvelous creation adopts press media and electronic media to attract the customers for chocolates. Promotion is the important part of the brand and in this manner; company provides discounts on various occasions in the marvelous creation. To attract the children, the company has made various types of ads and to encourage youths, company hires superstars for advertisements (The economist, 2010).

Figure 2: Promotional tools

(Source: Kerin, Hartley & Ridelius, 2013)

Brand characteristics-

Cadbury marvelous creation has positioned itself in all over the world as the perfect appearance of family friends and love etc. By the various campaigns, marvelous creation has positioned itself as the impulsive brand among the customers which is carefree and is for special moment of the life. In the brand positioning of the Cadbury marvelous creation, there are some formation same as other Cadbury chocolates i.e. means of celebration, constant quality, consistent taste, occasional product, sharing happiness with the dear ones and Healthy (Kerin, Hartley & Ridelius, 2013).

Strategy elements (product, price, and place)

Price

Location/ distribution

Packaging

shape, size etc

Promotion

(discuss primary comms strategy)

Reasonable and affordable. Based on the various products.

Excellent distribution system, Every corner i.e. super stores, shop, baker shops and media stores

Brighter colours, builds environmental sustainability through packaging. All shapes and size such as small blocks, large blocks and bars

Press media and electronic media such as television, internet, outdoor etc.

 

Brand elements

Brand logo (promise)

Brand attributes

 

logo/colours

Brand personality

Most delicious and best testing chocolate, a moment of pure magic

It stands for goodness, shares values such as togetherness of family, fun, reliable, and personal values of enjoyment

The colour is purple with the logo of Cadbury written on it. Logo on the product in bold dairy font which shows the relation of milk in product.

Best for the occasion, customers’ first choice at the time of any kind of celebration.

 

Communications elements

Brand visuals/ad imagery

Taglines

Brand Values 

To provide Real taste of Life in Good quality products in new flavours.

Various taglines based on occasions such as ‘Glass and a half’

True values, true happiness, ability to revitalize and re-energise the customers. 

Competitors analysis

Cadbury is the brand name of the food and beverage industry. There are many competitors in this industry who are providing same products to the competitors. The two main of the Cadbury marvelous creation are Mars and Nestle (Brassington & Pettitt, 2003). These companies are also famous among the customers for the taste of various chocolates.

Nestle:

Nestle is the famous company among the customers as it also provides good taste in the chocolate products. The company gives strong competition to the Cadbury Dairy Milk as it also has various kinds of products for the same target market. The strategy of the company is to ‘think globally and act locally’. The analysis of nestle is as follows:

Strategy elements (product, price, and place)

Price

Location/ distribution

Packaging

shape, size etc

Promotion

(discuss primary comms strategy)

Depends upon each product, Uses consumption or packaging based pricing.

Developed various distribution channels such as retailer and whole seller channels

Eco-friendly packing which prevents food wasting, different shapes based on products (Nestle, 2017)

Smart promotional techniques with good massages. Promotion done through websites, social marketing and TV ads.

 

Brand elements

Brand logo (promise)

Brand attributes

 

logo/colours

Brand personality

Provide healthy and calorie free products which are easy to consume

Satisfy the needs of the customers, provide good taste and quality with the aim of pure life

Different colours on the different products with the logo of bird’s nest.

Positive attitude in the best selling of most effective products

 

Communications elements

 

Brand visuals/ad imagery

Taglines

Brand Values 

Innovation, health and sustainability by offering faire trade products

Good Food, Good life

Integrity, desire of quality work, cooperation and realistic approaches (Bhasin, 2016).

       

Mars-

            The analysis of Mars is as follows:

Strategy elements (product, price, and place)

Price

Location/ distribution

Packaging

shape, size etc

Promotion

(discuss primary comms strategy)

Depends upon several factors such as cost incurred in marketing, advertising etc

Outlets are used to attract the target market, retail channels are used

Quality packaging with safe and sustainable way, Packaging in a pillow bag

Promotion by advertising, social media and website

 

Brand elements

Brand logo (promise)

Brand attributes

 

logo/colours

Brand personality

to provide great testing and high quality products to provide pleasure to the customers

High quality chocolates in the high quality shell

Dark brown colour on the chocolates with the logo of Mars in written format

Fun loving and easy going

 

Communications elements

Brand visuals/ad imagery

Taglines

Brand Values 

Committed in providing suitable and transparent information about products.

A Mars a day helps you work, rest and play, and Mars your day

 Quality, responsibility, freedom, mutuality, and freedom (Hoovers, Inc. (2012).

Summary

From the above analysis, it is observed that Cadbury is the famous brand for every customer. The consumers of all age group like the taste of Cadbury chocolates. By the brand audit of the Cadbury marvelous creation, it is observed that the brand uses psychographic segmentation to target the customers who are children. Although competitors provide similar types of products in terms of chocolates to the customers but still, for every occasion or celebration, Cadbury marvelous creation is the first choice of the customers. By providing the combination of the Jelly popping candy and Cookie Nut crunch, Cadbury has placed its unique image among the customers in all over the world.

 

References

Bhasin, H. (2016). Marketing mix of Nestle – Nestle marketing mix. Retrieved on 27th March 2017 from https://www.marketing91.com/marketing-mix-nestle/

Brassington, F., & Pettitt, S. (2003). Principles of Marketing. (3rd). Pearson Education/Prentice-Hall, NewYork, NY

Haseeb. (2016). Marketing Plan of Cadbury, Retrieved on 27th March 2017 from https://marketingdawn.com/marketing-plan-of-cadbury/

Hoovers, Inc. (2012). Mars, Incorporated Marketing. Retrieved on 27th March 2017 from https://www.hoovers.com/company-information/cs/competition.Mars_Incorporated.4c766e2dbbb595a 9.html

IPA, (2012). Cadbury Dairy Milk: A meetha journey. Retrieved on 27th March 2017 from file:///C:/Users/Guest/Downloads/cadbury-dairy-milk-2012.pdf

Kerin, R. A., Hartley, S. W., & Ridelius, W. (2013). Marketing. (11th). New York, NY: McGraw-Hill Irwin

Nestle. (2017). Nestlé Packaging. Retrieved on 27th March 2017 from https://www.nestle.com.au/aboutus/home/nestle-packaging-policy

Reynolds, J., (2013). Dairy Milk launches Marvellous Creations brand extension. Retrieved on 27th March 2017 from https://www.campaignlive.co.uk/article/dairy-milk-launches-marvellous-creations-brand-extension/1175914

The economist, (2010). Cadbury Dairy Milk 2011 communication campaign by YPB. Retrieved on 27th March 2017 from https://www.efolio.soton.ac.uk/blog/pd7g10_mang6184/2011/01/20/cadbury-dairy-milk-2011-communication-campaign-by-ypb/

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