• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

The 'Choose Cadbury' Marketing Strategy

Extracts from this document...

Introduction

The 'Choose Cadbury' Marketing Strategy The 'glass and a half', corporate purple, and the Cadbury script has become synonymous with Cadbury. Cadbury Schweppes have used these design elements to great effect in developing the implication of goodness that this imagery suggests. In the late 1980s, another important element, known as 'taste' was emphasised. Regardless of national preferences about how chocolate should taste (e.g. dark chocolate is very popular to Europeans, whereas Australians prefer creamier milk chocolate), the implication was clear that, Cadbury Schweppes provides taste and texture that, appeals to all consumers. For example, Cadbury Miniature Heroes includes a variety of chocolates such as, dark milk chocolate (e.g. Cadbury Dairy Milk), creamier milk chocolate (e.g. Cadbury Dream), chocolate with trace of nuts (e.g. CDM Whole Nut), etc. In the early 1990s, further emphasise was made on 'taste'. ...read more.

Middle

The organisation had carried out detailed consumer research to 'test' these messages. The research results proved that the colour recognition of dark purple is strongly associated with Cadbury Schweppes. The research results confirmed that ninety-six per cent of people worldwide recognise the Cadbury logo (the Cadbury script). Cadbury Schweppes is at the same recognition level as other global brands such as, Coca-Cola and McDonalds. The research results also verified that the 'glass and a half' icon, which plays a major role in the current 'Choose Cadbury' strategy, continues to pass on messages about the quality and excellent taste of Cadbury's chocolate. The central message of the 'Choose Cadbury' strategy depends on the 'glass and a half' icon. Many consumers are confused whether the glass is half full or half empty, Cadbury Schweppes suggests that the glass is half full appealing to our emotions, at all times. ...read more.

Conclusion

Cadbury consumers are pleased that the Cadbury product will always remain unchanged, (Cadbury is a chocolate and it still tastes superior). However, Cadbury consumers are provided more reasons to remain brand loyal (Cadbury is chocolate- feels good i.e. positive, uplifting, mood enchancing, providing enjoyment, and happiness). For the T.V. commercial of Cadbury Snap which shows hyenas running around laughing means that, Cadbury's chocolate provide happiness and enjoyment to all consumers. At no stage in the development of Cadbury brand has there been much dependence on taking ownership of the emotional side of eating chocolate as there is at the moment. Taking the ownership of the emotional side will help Cadbury Schweppes to raise its product in the attention of the consumer. With the 'Choose Cadbury' strategy, consumers are being given both logical and emotional reasons to purchase a Cadbury product as a first choice on every occasion. ?? ?? ?? ?? Unit 3: Marketing Created by Baljinder Duhra - 65 - ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Marketing & Research section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Marketing & Research essays

  1. Marketing Research. Explain how different marketing research methods have been used to make a ...

    Because focus groups are small participants are often picked out depending on their education, work, or gender etc. Observation can be a very good method of finding out peoples shopping habits. It gives accurate results on how people actually behave in certain situations as apposed to how they say they behave.

  2. I am going to be writing about the concepts of marketing distinctiveness of the ...

    The use of email can make it easier for customer if they have complaints or comments. They can send a quick email and it will get answered within a few days. Technology keeps developing to allow the customer to make a good choice.

  1. Applied Business Studies

    In different parts of the UK, the shops are different. For example, in Chester, there are many high street clothes shops, like Primark and New Look, but in places like Blackpool, there are also shops there, but the difference is that there's a pleasure beach, and that there are many arcades.

  2. Unit 1 Marketing Proposal: A01

    Kwik-Fit are a automotive replacement company so there sports tyres are going to be more expensive that regular tyres and the finance department must give the figures as if the tyres are priced to high then customers may avoid the product and too low could mean that there is something wrong with it.

  1. Catering research

    However, eating out before or after an evening in the pub was most popular among those living in Yorkshire/Humberside (43.8%) and least popular among those in Wales (25.8%). Table 3.4: Adults Who Eat Out Before or After Going to the Cinema/Theatre, or Before or After Going to the Pub in

  2. For this assignment I have been asked to produce a new marketing strategy for ...

    All organisations must do what the market wants in order to be successful. Marketing research provides information that helps organisations to recognise and respond to market opportunities and to develop suitable products to meet market needs. It enables organisations to find out which goods and services people want, the price

  1. Report on Primark's Marketing Strategy.

    They have to make the proper preparation for it they have to find proper supplier who will market their product in the market. The other thing is the power of the buyers which means who buy the organization product in the market they have the power as well.

  2. Coca cola marketing plan. The following marketing plan forms the basis for the ...

    Marketing Objectives and Goals Coca-Cola will produce a new product called ?Bubble Buzz?. It will be a bottled beverage and will be positioned as the only ready-to-drink Bubble Tea product available on the market. The beverage will have a green tea base with enhanced fruit flavors (passion fruit, strawberry and lime)

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work