Marketing Communication Campaign--Cadbury Coco

Bing Zhang (ID 393432)

-- A+ Advertising Agency:

BMA349-Assessment 2-Campaign Pitch Presentation

Source: Cadbury Australia

About us A+ Advertising Agency

To design brilliant, smart, creative, and profitable marketing communication campaigns for customers.

--All we care is you!

Who we are Marketing and advertising expert

What we do

Your Background

Well-known multinational chocolate brand Cadbury Coco was launched in last year in Australia Three flavors: Dark, Dark Mint and Dark Orange To deliver an elegantly smooth, dark chocolate

experience

Source: Deakin Prime

Source: Cadbury Australia

Target Market

Discerning chocolate lovers who are seeking

indulgent pleasure

Not clear!!

Female, age 20-35, love the taste of dark chocolate

Care about health Most of them are middle class Often use social media

Based on the TVC, We believe:

The message: ‘to gain health benefits by tasting rich and delicious Cadbury Coco

Issues in the current campaign

1. Website homepage

Not modern, stylish, and user friendlyUnattractiveLess information of Cadbury CocoNo social media access link

2. Social Media

Less information of Cadbury Coco

No independent Facebook and Twitter webpage of Cadbury Coco

Source: WYPR

Issues Cont.

3. Advertising

TVC

Ineffective and few

Not consistent with the target market

4. Sales promotion

Did: sampling program across Australia to reach further 1.5million people, but only took place across Virgin Business Lounges, Sydney Opera Houase, and Melbourne Arts Centre

Have access limits

Narrowed the population of target market

Cinema Advertising

Revised communication strategies

1. Website homepage

Polish the content to be attractive and user friendly

Provide more health information of dark chocolate

Provide social media access links

2. Social media

Create an independent webpage for Cadbury Coco on Facebook and Twitter

Produce competitive promotion activities eg. Photo competition

Revised strategies cont.

3. Advertising

Bus or tram advertising

Magazines: Woman’s Day, Woman’s Weekly

Digital billboard in shopping mall

If budget allows

4. Sales promotion

free samples vs. QR code on magazine adverting pages

Free samples vs. website homepage

Change the sampling sites to Woolworth, Coles

Conclusion To improve Cadbury Coco has a seamless communication with

the target market

To increase Cadbury Coco’s brand awareness and customer volume across Australia

Source: https://www.cadbury.com.au/Products/Coco-Range.aspx http://deakinprime.com/clients/case-studies/cadbury http://wypr.org/social-media-guidelines#stream/0