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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 cr�me 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. ...read more.


The advertisements use the slogan "Nobunny knows Easter better than him", spoken by TV personality Mason Adams. The majority of rabbits used in the Cadbury commercials are Flemish Giants. In the UK, around the year 2000, selected stores were provided stand alone cardboard cutout of something resembling a "love tester." The shopper would press a button in the centre and a "spinner" (a series of LED lights) would select at random a way of eating the Creme Egg, e.g. "with chips". These were withdrawn within a year. There are also the "Creme Egg Cars" which are, as the name suggest, ovular vehicles painted to look like Creme Eggs. They are driven to various places to advertise the eggs but are based mainly at the Cadbury factory in Bournville. '' Secondary Source 2. Just-food.com '' Cadbury Cr�me Egg, a chocolate shell containing white fondant and a yellow fondant centre, outsells every other UK chocolate bar between January and Easter each year. It is the number one brand in the filled egg market, with a market share of over 70% and a brand value of approximately �45m. Cream filled eggs, the forerunner of Creme Egg, first became available in 1923, but Cadbury Creme Egg as we know it today was not launched until 1971. Cadbury Creme Egg is manufactured by making a chocolate shell in a half-egg shaped mould, which is then filled with white fondant and a dab of yellow fondant to simulate the yolk. ...read more.


This will increase profits and sales without a shadow of doubt. But as VAT goes down so does the exchange rate for the pound meaning it will cost more to import from foreign company's that could swing the scales in the other direction. Environmental and Ecological Factors Cadburys, as a company, invests in recycling, thus keeping the environmentalists happy. Cadbury's also uses environmentally friendly packaging that decomposes quicker in landfill. But they face opposition for their distributing via Articulated Trucks, of which creates carbon emissions Legal Factors On current packaging, clear labeling of the ingredients is in place, so there should be no trouble converting this to the new format. Also the trade description will be easily added on with the ingredients as it is on the original cr�me egg. As regards to advertising, the promotion will abide to Government Rules and Regulations Summary I have chosen market penetration because I feel the product can easily adapt to this new market. Also the special edition I talked about can bring in more revenue for the company and its added presence in the market will increase the market segment for the company. All these measures I have proposed will complete my marketing aim. The influx of a new product on the market will increase Cadbury's profits and its market share. Objective wise, it adheres to them to. The product will sell at all the important dates and will penetrate the younger market. ...read more.

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