Scribd Logo
Upload

Welcome to Scribd!

  • Advertising and Promotion Objectives and Strategies For Cadbury

    Uploaded by

    Deepak Sant
    27 views1 page
    Marketing Momentum Unlimited will provide guidance to Cadbury on setting objectives and strategies for repositioning and promoting their Crush orange flavor product. The objectives will focus on market development and stimulating selective demand, given the product's maturity stage. Specifically, the objectives are: 1) To increase Crush product awareness among the target audience by 10% in one year through reminders, information for new users, and sales promotions. 2) To change perceptions of Crush orange by emphasizing differences and benefits in chosen media. The sales-oriented objective will address stimulating sales to meet volume forecasts.

    Original Description:

    Original Title

    Advertising and Promotion Objectives and Strategies for Cadbury

    Copyright

    © Attribution Non-Commercial (BY-NC)

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Report this Document
    Marketing Momentum Unlimited will provide guidance to Cadbury on setting objectives and strategies for repositioning and promoting their Crush orange flavor product. The objectives will focus on market development and stimulating selective demand, given the product's maturity stage. Specifically, the objectives are: 1) To increase Crush product awareness among the target audience by 10% in one year through reminders, information for new users, and sales promotions. 2) To change perceptions of Crush orange by emphasizing differences and benefits in chosen media. The sales-oriented objective will address stimulating sales to meet volume forecasts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    27 views1 page

    Advertising and Promotion Objectives and Strategies For Cadbury

    Uploaded by

    Deepak Sant
    Marketing Momentum Unlimited will provide guidance to Cadbury on setting objectives and strategies for repositioning and promoting their Crush orange flavor product. The objectives will focus on market development and stimulating selective demand, given the product's maturity stage. Specifically, the objectives are: 1) To increase Crush product awareness among the target audience by 10% in one year through reminders, information for new users, and sales promotions. 2) To change perceptions of Crush orange by emphasizing differences and benefits in chosen media. The sales-oriented objective will address stimulating sales to meet volume forecasts.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOCX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 1

    Advertising and Promotion Objectives and Strategies for Cadbury’s Crush Products

    One of the most critical parts of ensuring a successful repositioning of Cadbury Crush
    product(s), specifically the orange flavor, as agreed by the Cadbury’s executives is the
    development of an advertising and promotion program.   Marketing Momentum Unlimited
    (MMU) will provide guidance; regarding the most effective approach to setting realistic and
    measurable communications and sales-oriented objectives, in order to clearly define Cadbury’s
    outcome expectations to the advertising agency representing Crush.   The communication
    objectives will focus towards market development, which is an appropriate strategy for
    Cadbury’s product, taking into consideration the company’s efforts to reposition the product.   In
    addition, the Crush product(s) are in the maturity stage of the product life cycle, as a result the
    communication objectives will stimulate selective demand.   In order to improve the outcome of
    Cadbury

    Is this Essay helpful? Join OPPapers to read more and access more than 350,000 just like it!

    get better grades
    Crush relaunch, it is imperative that Cadbury develop the best message to the Crush target
    market as it relates to creating increased brand interest, promoting positive attitude towards the
    Crush product(s) and executing purchase decision from consumers. The sales-oriented objective
    will address how the Crush advertising/promotion program will stimulate sales, specifically to
    address Kim Feil’s case volume forecast concerns.   The following are objectives and strategies
    proposed by MMU:
    Objective One: To increase Crush product awareness among the target audience by 10 percent in
    one year.   Cadbury will remind existing product users and inform new potential product user
    about the brand.   In addition, they will also utilize sales promotions to persuade consumers in
    brand switching.

    Objective Two:   To change the perception of Crush products, specifically orange, by its target
    market. Cadbury will emphasize differences and benefits of the Crush product(s) within their
    chosen media..

    You might also like