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Project:An analysis of an ad campaign of your choice. Your report must have the buying process as a main theme - Essay Example

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Project:An analysis of an ad campaign of your choice. Your report must have the buying process as a main theme

In 2011, Cadbury launched its “glass and a half full of joy” campaign, focusing more on tangible product benefits and quality than traditionalism linked with a long-standing brand with much brand equity. Instead, under the new campaign, Cadbury introduces relevant celebrity endorsers fitting the lifestyle and attitude characteristics of current target market consumers. Though not a vacation from Cadbury’s long-standing positioning on the market in terms of tangible product quality, it represents a modernisation and evolution of a brand, creating a brand personality that is both fun and sophisticated. Cadbury’s “glass and a half full of joy” campaign illustrates a new type of emotional connection with a variety of different target markets that is much less stoic and traditional. Campaign analysis Cadbury competes in a very saturated market with competitors such as Kraft Foods and Nestle, two competitors with very strong brand recognition and established brand equity. Both long-standing companies in this industry continue to produce top quality, moderately-priced chocolate products, however both positioning their brands differently depending on market characteristics, product concept, and profit expectations in certain target markets. Because competition is so intense, Cadbury cannot afford to alter its premium positioning that continues to justify a moderately higher price tag and has already established brand loyalty in various profitable markets. One difficulty even with a modernised and innovative product-focused campaign is determining how best to target advertising concept. Chocolate products are capable of being promoted to a mass market audience, consisting of all age demographics and consumer lifestyles. Chocolate is a univerally-adopted product with significant lifestyle-enhancing benefits and opportunities for mood enhancement. Cadbury must consider which markets are most viable and would be most loyal to a higher-priced, top quality product with quality ingredients. To accomplish this, the company must determine what segmentation strategies would be most effective for long-term profitability. Cadbury utilises behavioural segmentation, identifying three key markets: The break segment, the impulse segment, and the take-home segment (Cadbury Chocolatier 2012). Behavioural segmentation divides a market based on known behaviours toward the product brand (Bhasin 2011). The two main criteria for this segmentation include actual benefits sought from product (in this case top quality ingredients or mood enhancement opportunities) as well as established loyalty in important markets. This is a significant competitive advantage for Cadbury, capitalising on existing market loyalty when determining what communciations are most relevant and effective for brand-loyal consumers. Thus, though there are opportunities for Cadbury to appeal to mass market consumers, the majority of sales are generated from loyal consumers and those attracted to premium products. It would not be effective for Cadbury to assume a total mass market strategy as this would serve to somewhat cheapen the established reputation Cadbury has earned through years of aggressive competitive advertising. By focusing on quality and premiumisation, the brand continues to outperform major competitors in this industry. Under models of psychographic segmentation, the most ideological markets loyal to Cadbury are Believers and Innovators, two identified market segments best targeted through behavioural strategy. Believers, ...Show more


Ad Campaign Analysis: Cadbury BY YOU YOUR SCHOOL INFO HERE DATE HERE Ad Campaign Analysis: Cadbury Introduction Cadbury has found considerable promotional success through advertising innovation that is founded on decades of positive, premium brand reputation…
Author : janessareinger
Project:An analysis of an ad campaign of your choice. Your report must have the buying process as a main theme essay example
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