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!