bma349-assessment 2-campaign pitch
TRANSCRIPT
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Marketing Communication Campaign--Cadbury Coco
Bing Zhang (ID 393432)
-- A+ Advertising Agency:
BMA349-Assessment 2-Campaign Pitch Presentation
Source: Cadbury Australia
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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
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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
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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
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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
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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
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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
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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
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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
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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
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