- To inform customers about Cadbury crème egg
- To keep Cadburys ahead of its competitors
- To change the image of Cadbury crème egg
- To maintain and increase sales.
These objectives will be used as necessary, all these objectives try to keep sales at a level which is satisfactory for the business.
I am trying to re-promote Cadbury crème egg because Cadburys main rival Kit Kat are the market leaders. I want Cadburys recreated and want it to become market leaders.
Promotional Activities
Here are the different types of promotional activities that could be used to re-promote Cadbury Crème egg.
Television: The advantage of using television for advertising is that it reaches a large audience throughout the country.
The disadvantage of using Television for advertising is the cost. Advertisements could cost a lot at peak times.
Radio: The advantage of using Radio is that its much cheaper than Television.
The disadvantage for using radio is that not such a wide audience will be reached as television.
Cinema: The advantage of using cinemas for advertising is that the audience will often watch cinema adverts more closely as they have paid for the experience.
The disadvantage of using cinemas for advertising is that the audience remains small compared to television.
Billboards and Posters: The advantage of using Billboards and Posters is that they are highly visual.
The disadvantage of using Billboards and Posters for advertising is that there isn’t much control of people seeing the advertisements.
Here are some examples of some posters done by Cadburys in the past.
Newspapers: The advantage of using newspapers is that you can have a choice of where u can advertise it. E.g. local, regional, or national papers.
The disadvantage of using newspapers for advertising is that cost. A full-page advertisement in a national paper could cost thousands of pounds.
The advertisement s that I am going to choose are Television advertisings. I have chosen this methods of advertisements because I fell they will be suited to the product I am doing. Cadburys Crème egg is a well known product and also through television more people will be able to see the Cadburys crème egg. Also I will use Billboards for advertising because I fell it can be targeted at a particular areas of the company.
There have been several major Cadbury Crème Egg campaigns.
"Shopkeeper" campaign of the 70's in which a boy asks for 6000 Cadbury Crème Eggs.
"Irresistibly" campaign showing characters prepared to do something unusual for a Cadbury Crème Egg.
1985: The "How Do You Eat Yours?" campaign begins.
1990-1993: The first TV Advertising campaign to feature the "How Do You Eat Yours?" theme. This was achieved through the zodiac signs.
1994-1996: Spitting Image characters continued "How Do You Eat Yours?"
1997-1999: George Dawes from Reeves & Mortimer Shooting Stars.
2000-2003: The "Pointing Finger" campaign.
2005: 'The Eggmeister Returns' campaign
Timescales for Advertising
My campaign will run through Easter. I am planning to run my campaign through Easter because it is that busiest. Most Easter eggs are sold during this period.
My campaign will start from 24th March and will run through Easter till 1st May 2006. I have chosen this dates in particular because customers tend to start buying Easter Eggs 2-3 weeks before Easter, and Easter lasts up to a months that’s why I will decide to end my campaign on 1st May.
Budgets