Indivisual Assignment 1

Submitted by
Arnob Prosad
110057070

Submitted to
Ranjenii A/P Subramaniam
Creating a new and exciting flavour “Cadbury Irish Cream Coffee”
 Introduction
• Everyone knows about Cadbury and what it represents. The Cadbury Masterbrand is the flagship for a variety
of well known distinctive products including Flake, Dairy Milk, Crunchie and Roses. Each of these products
has its own place in the public imagination because we have grown up with them and they have associations
for us with events in our personal histories.

• Since 1990, Cadbury has developed and implemented an expanding programme of presence marketing as an
effective way to promote the Cadbury Masterbrand in the UK. The strategy has been to select high profile
sites in theme parks, shopping malls and airports to communicate Cadbury values and increase the
availability of products.

• As the marketing manager of Cadbury Irerland I am proud to present a new addition to our flavour family the new and
exciting Irish Cream Coffee which is the perfect mix and combination with our amazing line up of Cadbury dairy milk
chocolates.
Description of product
Rich creamy goodness of Cadbury's new Irish Cream Coffee Flavour
 Targeted population/audience
The target market

It is essential to have a clear picture of the type of people that make up your core target market.
Armed with this information we can then select how to best reach and appeal to this market.

Following Cadbury's research into the Ireland market, the company analysed the market research into
the coffee bar and chocolate demand in the country. Cadbury's research team then carried out its own
research which confirmed that the Irish cream coffee concept would particularly attract young adults
and adults women aged 18-45. This research has been confirmed by experience.Currently, 75 per cent
of customers are female and 26 per cent of customers are Men and are Europeans.
 Targeted population/audience

As a flagship for the Cadbury Masterbrand the packaging and taste of chocolate bar are designed to communicate the brand's distinctiveness,
that it is part of the Cadbury family.

The Cadbury corporate identity is made up of three related design elements:

Cadbur's Masterbrand,Cadbury Irish coffee flavour logo, colour palette, typographic style and image palette. Cadbury icons which help to
illustrate and signpost the total offer.

These design elements are used carefully within the company's design lab to provide a

strong and consistent image.

 Budget statements/Tables projecting features
of the product
Pricing of products is key in reflecting the image of a brand. This is why we at Cadbury carefully considers the image of
the product, the value it offers to the consumer and who is the target consumer, before it determines the price of any
of its products. It is obvious that different Cadbury products, targeted at different segments of the market are priced
differently. The decision on pricing does have an impact to the brand. For example Cadbury offers its bar chocolates at
a premium price compared to Tesco’s or Sainsbury’ bar chocolates, for the mass market. Cadbury also sells some of its
high end products to reflect a luxury image, and can command good premiums, example Cadbury Milk Tray, Cadbury
Roses and Green & Blacks. The price of a product is also dependent on customers perception of the brand which
Cadbury takes into account before it prices its products. However, with the current economic scenario, we plan to give
special deals, for example Cadbury Dairy Milk bars 20% more (means bigger size) at the same selling price without
reducing the price and affecting the brand image.Our new product of Cadbury is priced to competitive priceGBP per
gram it is cheaper than the Cream, which allows differentiation.
 Core Marketing Strategies

Value proposition
Cadbury perceived as a brand that is meant for everybody disregarding
age or class. Affordable and has contemporary taste, with various
selections to choose from.

Product positioning
Cadbury positioned as an all time favorite chocolate. An irresistible snack,
after dinner dessert anything that can be shared and offered to loved
ones.
 Advertising

Creative Execution

For television advertisements

One advertisement to target men, one for women, one for the upper tier of the target market, and one for the lower
tier with humor and emotional appeal.

For print advertisements

Same target market customization concept as above

Placement in designated magazines and newspapers

Out of home is included (billboards and transit locations)

Cadbury Irish Cream Coffee SWOT analysis
 Cometetition Analysis
Differential Competitor Analysis Matrix
Basis for Analysis is the position of Companies in Emerging market

Mars Nestle Hershey Cadbury

Capabilities
Ability to Conceive and 8 8 8 9
Design
Ability to Produce 9 8 7 10
Ability to Market 9 8 7 10
Ability to Finance 9 8 7 10
Ability to Manage 9 9 9 9

Total Rating 8.8 8.2 7.6 9.6

Customer Analysis for Cadbury Irish Cream Coffee
Mars Nestle Hershey Cadbury Irish Cream Coffee
Who are the Teens. Because of Young & Urban Classes A, B, and Customers of
customers? its real sweetness C Cadbury have
teens really do changed from kids
love this to adults since
chocolate. chocolate is a
confectionery
dessert enjoyed by
everyone.

What do they For snacks and for Chocolates are A lot of their Purchase as a gift.

buy and how do they use it?
Where do they buy?
When do they buy?
How do they choose?
Why they prefer a product
How they respond to
marketing programs
Will they buy it
Customer Analysis continued....
Mars Nestle
dessert what they love. As a snacks.
Sometimes can be gift.
At the malls, wherein there Preferably at the leading
are supermarket, where a lot of
a lot of variance to choose, people can choose from a lot of
they may be found in an eye their variance available. Some
leveled shelves to a great people around selling small
extent so that customers amount of our chocolates,
won’t miss it.
Impulse Impulse Season
Fallowed quality, tradition Influenced by peers, a
of word−of−
favorites. mouth.
Quality and the image of The taste, the quality, and
this product. the price of the product.
Feedback Actively participating in any
event that would help them to
gain more knowledge for the
products
Whenever the Any time, because
Hershey
chocolate products are in
demand actually. This can be
used as snacks, or and
enjoyment
Retail outlets like grocery
chains
such large drugstore chains
convenience stores,
wholesalers, small retail
outlets, and brokers who sell
products to grocery stores.
When grocery shopping
The choice of high
chocolate
contentƒstandard quality
level
The availability of the
product, in good stores.
Accurately and straight to
the point feedbacks
If the parents are
Cadbury Irish Cream Coffee
As a snack & as dessert.
Leading supermarkets and
‘big chain’ stores and aimed at
as many promotions as
possible using big boxes of
chocolates stored near the
checkout areas to attract
impulse purchasing.
Secondly, they have also used
the concept of eye level shelves
to a great extent so that the
consumers don’t miss it.
impulse season
influenced by flavorƒtaste
followed by quality, brand and
image
It is the home of hugely
popular brands.
Brand Loyalty
Because of its
 Contingency Plan

If we receive negative feedback from our new developed product, we could make it more affordable or
improve flavor.
If new developed products will not be successful globally, we will first focus on positioning one country at a
time.
If we receive negative feedback from our market with extensive health concerns, we will make a strategy that
will promote wellness.
 Conclusion
In conclusion I would like to invite you all to join me launch this
amazing product which by all the research and data provided ensure
great success.

Thank you all.