Investigating Marketing Coursework

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Investigating Marketing Coursework                 ????????

Section A - Introduction

The Cadbury Creme Egg is the well known chocolate treat that has been created to look like an egg. The "egg" has a milk chocolate "shell", with a white and yellow fondant filling designed to resemble the yolk and white of an egg. Creme Eggs are the best selling confectionery item between New Year's Day and Easter, with annual sales in excess of 200 million items and a brand value of approximately £45 million.

It is produced by Cadbury plc in the United Kingdom, and under license by The Hershey Company in the United States. The eggs are manufactured at the Bournville factory in Birmingham at the rate of 1.5 million per day, and also at other Cadbury factories in countries such as New Zealand.

While filled eggs were first manufactured by the Cadbury Brothers in the early 1920s, the Creme Egg in its current form was introduced in 1971.

I have chosen this product because it already has a massive customer demand in its sales, despite only selling in the first third of the year. My proposal is to introduce the crème egg at key dates of the year, i.e. Christmas or Harvest, with special edition packaging and added filling’s to match the occasion.

My market Aims are to increase Market share and Increase sales. To achieve this I will set the Objectives of penetrating the younger market and initiate the selling of eggs at other important dates of the year. All these increase the sale of the existing product and will increase the customer’s diversity.

Product Specification

Creme eggs are usually sold individually, but are also available in packets of three, four, six, and twelve, and in boxes of eight, fifteen, twenty-four and forty-eight. The foil wrapping of the eggs was traditionally red, yellow and blue in Colour in the United Kingdom and Ireland, though purple replaced blue early in the 21st century. In the United States, some green is incorporated into the design, which previously featured the product's mascot—the Creme Egg Chick.

When first introduced in Britain, the original Cadbury Creme Egg weighed 40 grams (1.4 oz) and contained 171.6 Calories. Cadbury Creme Eggs sold in the UK and Canada have remained at this size, but those sold by Hershey's in the United States have decreased in size since their introduction - before 2006 they are listed with a weight of 39 grams, while today they are listed at 34 grams.

Market Segmentation

A market segment a subgroup of people or organizations sharing one or more characteristics that cause them to have similar product and/or service needs. A true market segment meets all of the following criteria: it is distinct from other segments (different segments have different needs), it is homogeneous within the segment (exhibits common needs); it responds similarly to a market stimulus, and it can be reached by a market intervention.

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For The Crème Egg Then, has a massive Market Segment, out selling its nearest competitor 2 – 1.  The egg is the only product in the market to have its unique fondant and serves the common needs of the people by being small and tasty!

Target market

The Target market of the Crème Egg is the under 25 market. I have come to this conclusion due to my research and my assumption that the flexibility of the crème egg attracts the younger customers due to its ‘playful’ characteristics. At this time of Economical trouble they are the most likely to ...

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