Cossette: Grow-Op Competition 2012 - Cadbury Mini Eggs
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Transcript of Cossette: Grow-Op Competition 2012 - Cadbury Mini Eggs
Christine Ma
Elena Klymenko
Josh Skinner
Paulina Ortega
Taeko Uchida
Introduction
• Consumers are not aware that Cadbury Mini Eggs are available all year.
• Keep the “specialness” of Easter.
• Make consumers excited about buying Mini Eggs throughout the year.
Key Issues
Entrench Mini-Eggs all-year round(in and out of season).
Marketing Objectives
Competitive Analysis
Situational Analysis
- Worldwide recognition with large exposure from sponsorships.
- Higher-end chocolate brand personality. Artisan chocolate image.
- Nutritious treat for kids with a prize inside as a creative challenge.
What are Cadbury Mini Eggs going up against?
Compare similar products: non-bar form, candy shell.
Expensive
Inexpensive
Messy Portability
Perceptual Map: Price vs. Portability
Sophisticated
Playful
Loose pieces
Individually wrapped
Perceptual Map: Personality vs. Packaging.
Pure Chocolate
Mixed Chocolate
Crunchy
Perceptual Map: Chocolate Content vs Texture.
Creamy
Market Situation
Strengths:
• Unique loved flavour and texture that combines creaminess and crunchiness
• Strong brand equity
• Positive brand image
• Established distribution channels
• Convenient package size
• Loyal consumer base
Weaknesses:
• Perception as an Easter product- low awareness of all year availability
SWOT Analysis
Opportunities:
•70% prefer milk chocolate, more chocolate consumed during winter
•There is a demand for Mini Eggs year round availability
•Technological and communication platforms development- easy to connect to consumers in a new meaningful engaging way
•Co-branding, partnership with Tim Horton or McDonald's
Threats:
•Constant competition among bite-size and other impulse purchase chocolate
•Cluttered market and advertising space
•Aggressive competitors reaction
•Year round availability MAY cause loss of specialness
SWOT Analysis
Primary Research: Survey
95% women 25-49
60% eat chocolate more than twice a
week.
70% Snack when:
hungry, bored, tired, stressed.
50% associate mini-eggs with Easter
and childhood memories.
50% Flavour is the most important factor when
they buy chocolate.
50% Cadbury mini eggs are special because of theirflavour, texture
and Easter.
40% eat mini eggs to cheer up themselves
30% for comfort.
Favourite childhood memories: games,
outdoors, trips.
50% would eat mini eggs more often if
they are available all year
"Oh thanks, now I am craving Mini
Eggs!"
Sample: 38 women 25-49 y.o.
Primary Prospect Profile
Susan is 37, married to
Peter, a mother of two kids:
Christine 4 and Josie 7
In home celebration
Timeless style
Efficiency
Outdoors
Decoration
“Cadbury mini eggs are special because their flavor, texture and the Easter spirit”
Snack when feel
hunger, boredo
m, stress
House owner
Full-time employed
University certificate
“Are they available all-year-round?-Sweet!”
What do real people think?
They stock
They hide
They don't share
They go crazy
They feel guilty
Opportunities: Non-Target
Insights:
• Chris, 36, male, credit and contract manager.
• Stocks up on Mini Eggs for 3 months so that he is never without.
• Has a amazon.com seller who provides him with the candy during off-season months.
• Enjoys the crunchy shells contrasted with the solid milk chocolate.
• Feels that Cadbury chocolate is more “flavorful", “sweeter and creamier, and yummier” than a competitor like Hershey’s.
• Seasonal tone of candy does not matter to consumer.
• Would eat Mini Eggs all the time if could.
Opportunities:With year-round availability, Cadbury Mini Eggs has the business of someone
like Chris who is a loyal fan of Mini Eggs and will buy and eat the product regardless of seasonality. Chris will no longer have to stock up on Mini Eggs when it arrives on store shelves during Easter and he will not have to ration his supply throughout the year.
Strategy
Susan, Toronto ON. 9 kg Mini Egg Bag.
Insight
“ ”I feel a little bit guilty when I eat by myself the piles of Cadbury Mini Eggs I stocked during Easter. I have them hidden to save them only
for me and make them last the longest. I can’t help it, I love them!
- Love Mini Eggs- Urgently shop during Easter because they won’t find them later.
Build a stock of Cadbury Mini Eggs to
make them last all year round.
Buy them all year round.
Chose them over other bite-sized
chocolates.
- Happy to enjoy their favourite treat
regardless of the time of the year.
Current Desired
Do
ThinkFeel
Believe
Desired Behaviour Change
Raise Awarene
ss
TV OOH
Digital
Maintain
Social MediaPrint
Engage
MobilePrint
Communication Strategy
Objectives
• To reach 80% awareness of Cadbury Mini Eggs year-round availability in Y1.
• To position Cadbury Mini Eggs among the Top 5 chocolate treats in the impulse segment.
Strategies• By using a funny light-hearted real-life situation with playful
tone that will resonate with the target.
• By communicating in a straight-forward way that our consumers can enjoy their Cadbury Mini Eggs all year round.
Advertising Objectives
Key problem
• Cadbury Mini Eggs fans think they are available only during Easter.
Creative Objective
• To replicate the specialness of Easter Mini in the everyday.
New Brand Positioning
• “You don’t need to stock and hide your favourite Mini Eggs anymore! They are now available all year round for your enjoyment…You can even share them.” (mEGGa pack).
Creative Strategy
Consumer Benefit (USP):
• “Have your crunchy creamy Cadbury mini any season of the year!”
Tone and Manner:
• Playful, irreverent, inclusive and funny.
Creative Strategy
Susan, Toronto ON. 9 kg Mini Egg Bag.
Insight
“ ”I feel a little bit guilty when I eat by myself the piles of Cadbury Mini
Eggs I stocked during Easter. I have them hidden to save them only for me and make them last the longest.
I can’t help it, I love them!
- Love Mini Eggs- Urgently shop during Easter because they won’t find them later.
Build a stock of Cadbury Mini Eggs to make them
last all year round.
Buy them all year round. Chose them over other bite-sized chocolates.
- Happy to enjoy their favourite treat regardless of the time of the year.
Current Desired
Do
ThinkFeel
Believe
Desired Behaviour Change
Raise Awareness
TVC OOHDigital
Maintain
Social MediaPrint
Engage
MobilePrint
Communication Strategy
Creative Execution
•Insights:• stockpiling• year-round
availability• happiness• egg hunt
TV Commercial
Fun, quirky
"That's me!"
Key Visual
Appetite Appeal
Call to action
Branding
Emotional trigger
Availability
Digital Strategy
App
Media Plan
Role of Media Plan
• To target W25-49 most effectively.• To assist with building awareness of all year round Mini
Eggs nation-wide. • To focus the campaign after Easter.
Strategies
•By using television as the priority medium for its high reach. TV will receive 45% of funds. •By purchasing magazine space as a supplement and schedule extension. •By placing out of home advertisements in the priority markets: Toronto and Montreal.
Plan Fulfills Role
Target Group: Media HabitsW25-49
TV (22hrs/wk)In-town Travel: 108km/wk
Magazines (5 issues/mo; 1hr/wk)
Internet (8hrs/wk)
Radio (14hrs/wk)
Mall Visits (2/wk)
Public Transit (2/wk)
Newspapers (4/wk)
Media Habits
• Average consumers of television, magazines, radio, and shopping at the mall.
• Less likely to take public transit, drive long distances.
• Moderate internet users.Average Weekly Media Consumption Usage
Television 22hRadio 14hMagazines 1hInternet 8hDaily Newspapers 4/weekIn-Town Travel 108km/weekMall Visits 2/weekPublic Transit 2/week
Where are they?
Source: PMB 2010--2 Year Study
47%
23%
12%
Major Cities
Source: PMB 2010--2 Year Study
How do we connect with Susan?
Expenditure
Media Recommendation
• 3hrs/day spent on TV • Ontario (47% of target in Ontario) • Specialty (for National Coverage)
Media Recommendation
• To maintain awareness• FP4C
Media Recommendation
• Out of Home focus: • Toronto CMA & Montreal CMA
• Horizontal Poster
• Transit Shelter
• Mall Poster
• Drive consumers to retail for purchase
Site Matrix
Entertainment
Personal
Local
Conclusion
Communicate: Cadbury Mini Eggs are available all-year round.
Target market: females who love and stockpile Mini Eggs during Easter.
IMC campaign: reach target where they'll be: malls, online and magazines.
Create engagement, strengthen Cadbury’s fun brand personality.
Thank you!