Relaunch Of Cadbury's Wispa Bar. Marketing Plan

Length: 7 pages Sources: 10 Subject: Business - Advertising Type: Marketing Plan Paper: #90377350 Related Topics: Chocolate, Therapeutic Communication, Pest Analysis, Twitter
Excerpt from Marketing Plan :

2 Marketing Communication Objectives

• Promotional Objectives: Initiate grass root, interactive, and experiential campaigns, over a six-month period, throughout the United States, to increase brand awareness, trial consumption, and long-term end-users. Target the college and college-aged segment, and college beach territories. Track consumer activity through specialized giveaways and promotions one to 1.5 years to determine the number of resulting repeat, long-term users. Aside from branding results, promotional efforts, with a budget capacity of $300,000, aim to secure at least 20,000 new long-term users or $250,000 in traceable sales, within one to 1.5 years.

• Branding Objectives: Maintain and augment a fun, celebratory brand image for Wispa bars. Contract brand ambassadors to foster brand awareness among 250 U.S. colleges, and reach 250,000 U.S. college-aged students with gratuitous Wispa bar samples, over a six-month period.

• Sales and Business Development Objectives: Establish relationships with five new major retail distributors in the United States, and ensure at least 200 additional U.S. locations retailer hold the Wispa bar line. Eliminate "zero Wispa bar inventory" scenarios with retailers; expedite product shipments and maintain accurate retailer inventory counts or estimates. Endeavor to maintain a constant inventory of at least 20 Wispa bars in a retail store.

• Market Testing and Research Objectives: Test five specialized Cadbury vending machines that solely feature Cadbury products and Wispa bars. Test five vending machines that display a hybrid of Cadbury products and other sweets or convenient foods, particularly Kraft Foods brand products. All vending machines should be tested for at least three months in highly trafficked areas. Aim to increase overall consumer convenience and access to Wispa bars. A favorable performance indicator for a vending machine would average at least five sales per day.

Section 4: Marketing Communication Strategy

Marketing communication strategy for the Wispa bar relaunch includes both pull and push positioning marketing. The marketing communication objectives of this plan highly focus on push positioning. For instance, to promote the Wispa bar brand concentrate on direct outreach to the consumer, and convey predetermined messages. Furthermore, contacting retailers to hold the Wispa brand and monitoring retailer inventory constitute push positioning strategy (Marketing Made Simple, 2012).

However, the Wispa marketing communication strategy also entails marketing along social networking channels, and use of pull positioning strategy. Through pull positioning, consumers can interact with other consumers on social or collaborative sites to discuss the Wispa brand. In addition, to exemplify the positive effects of viral marketing as a pull positioning strategy, one can examine Cadbury's recent success on using Twitter, a viral social micro-blogging and networking site.(Mcmillian, 2012) writes "Cadbury and Twitter have put out some interesting numbers on the relaunch of Cadbury's Wispa Gold chocolate bar, which used Twitter and its Promoted Trend product to increase positive mentions by 1,800% and drive a 25% engagement rate for the "Retweet for Sweets" promotion." He adds, "Cadbury ramped-up interest for the [Wispa Gold] relaunch by building a follower base of enthusiastic Twitter followers who would be vociferous about the chocolate bar" (Mcmillian, 2012).

Section 5: Marketing Communications and Tactics

5.1 Media Selection & Timing

Table 5: Media Selection & Timing

Media Selection

Timing

Viral videos on social networking sites

-- infrequent use and reserved only for new product announcements

-- estimate at least announcement delivery at least twice a month

-- daily for two months when consumer produced videos are encouraged for us

Interactive micro- website

-- launched in line with college-aged promotional campaign

5.2 Creative Positioning and Message

Wispa consumers...

...

Self-expression can translate to voicing one's opinion about Wispa's taste, or how an one decides to demonstrate fun and excitement around the product. Indulge connotes indulgence in chocolate, or engagement in corporate activities supporting the Wispa bra brand. Additionally, the marketing plan creatively has selected the use of self-produced videos to show and generate a fun, celebratory product, through self-expression.

Section 6: Implementation and Costs

Cadbury's select marketing staff consists of more than an adequate number of personnel to help implement various marketing tasks according to this marketing communications plan. However, Cadbury will also need to complete some external contracting of promotional professionals. Per this plan, Cadbury shall contract numerous brand ambassadors to facilitate the large college-centered outreach. Also, under the grass roots plan, marketing costs are minimized and inexpensive in comparison to other forms of marketing. Implementation costs estimates follow in Table 6.

Categorical Expenditure

Cost

Promotional Campaigning

$300,000.00

Vending Machines

$20,000.00

Section 7: Control and Evaluation

Not only does this plan require an initiative for implementation, but it also needs a measures to mitigate risk, evaluate progress, and assess overall initiatives in regards to plan reform. From a financial standpoint, the overall risks of plan implementation are low, and the comprehensive could align with reserved research or testing expenditures. Total costs will be fractional in contrast to corporate annual revenues and profits. However, promotional implementations are not without risks, especially when moving toward creative, interactive marketing involving self-publishing of video content. Hence, Cadbury will continue to consult with a PR firm to locate any potential issues before they even manifest or become problematic. In addition, performance indicators are measurably established in the Marketing Objectives section. Finally, minor adjustments of this marketing plan are expected under significant industry changes, newly emerging competitors, or optimizing marketing approach.

Bibliography

Cadbury. (2012). Cadbury Products. Available:

http://www.cadbury.co.uk/ourproducts/Pages/OurProducts.aspx. Last accessed 7th April 2012.

GlobalData. (2010). Cadbury plc (CBRY) - financial and strategic analysis review. Available:

http://www.just-food.com/market-research/cadbury-plc-cbry-financial-and-strategic-analysis-review_id97007.aspx. Last accessed 6th April 2012.

Khera Communications. (2006). Push Marketing vs. Pull Marketing. Available:

http://www.morebusiness.com/running_your_business/marketing/ah_pushpull.brc. Last accessed

6th April 2012.

Kraft Foods. (2012). 2010 Fact Sheet. Available http://www.kraftfoodscompany.com/assets/pdf/kraft_foods_fact_sheet.pdf. Last accessed 7th April 2012.

Jobber, D. (2009). Principles and Practice of Marketing . 4th ed. London: McGraw-Hill Education. p 614-618.

Leatherhead Food International. (2006). The global confectionery market- trends and innovations.

Available:http://www.researchandmarkets.com/reports/39940/the_global_confectionery_market_

trends_and. Last accessed 7th April

Marketing Made Simple. (2012). push and pull marketing strategies . Available: http://www.marketing-made-simple.com/articles/push-pull-strategy.htm#axzz1raHpCwYl. Last accessed 7th April

2012. Mcmillian, G. (2012). Cadbury reveals impressive results with Twitter for relaunch of Wispa Gold .

Available: http://wallblog.co.uk/2012/04/04/cadbury-reveals-impressive-results-with-twitter-for-relaunch-of-wispa-gold/. Last accessed 6th April 2012.

Tutor2U. (2012).…

Sources Used in Documents:

Bibliography

Cadbury. (2012). Cadbury Products. Available:

http://www.cadbury.co.uk/ourproducts/Pages/OurProducts.aspx. Last accessed 7th April 2012.

GlobalData. (2010). Cadbury plc (CBRY) - financial and strategic analysis review. Available:

http://www.just-food.com/market-research/cadbury-plc-cbry-financial-and-strategic-analysis-review_id97007.aspx. Last accessed 6th April 2012.


Cite this Document:

"Relaunch Of Cadbury's Wispa Bar " (2012, April 09) Retrieved June 22, 2021, from
https://www.paperdue.com/essay/relaunch-of-cadbury-wispa-bar-56070

"Relaunch Of Cadbury's Wispa Bar " 09 April 2012. Web.22 June. 2021. <
https://www.paperdue.com/essay/relaunch-of-cadbury-wispa-bar-56070>

"Relaunch Of Cadbury's Wispa Bar ", 09 April 2012, Accessed.22 June. 2021,
https://www.paperdue.com/essay/relaunch-of-cadbury-wispa-bar-56070

Related Documents
Kraft Foods
Words: 1013 Length: 3 Pages Topic: Business Paper #: 99852382

Kraft Foods, one of the largest food manufacturers in the country, accomplishes its goals of the customer attraction, retention, and solving customer complaints through several means. According to Eccles (1981) customers prefer flexibility in their product and service offerings. Flexibility in product and service offerings not only provides the options to customers to choose and select only those products and services that best meet their needs but it also facilitates

Kraft Foods No Matter How
Words: 1055 Length: 3 Pages Topic: Business - Advertising Paper #: 7339328

It is a bit too whimsical and playful, as though it was designed for children. Since consumers are influenced by visual imagery, the environment in which they view things is important (Meyvis et. al, 2012). If children are the target audience, then this would be fine. but, it is safe to assume that Kraft is targeting an adult audience. After viewing this section, the consumer may decide not to

Kraft Foods Is a Major Producer of
Words: 1775 Length: 6 Pages Topic: Business Paper #: 54321006

Kraft Foods is a major producer of supermarket food items. There are four generic strategies that define the position of a fir within an industry. Kraft operates with a differentiation strategy; here brand recognition and higher prices illustrate the premium value that Kraft brands have for consumers. This strategy is not perfectly aligned with the company's strengths and weaknesses, however. This poor alignment can be dealt with. First, Kraft needs

Kraft Foods When Most People
Words: 870 Length: 3 Pages Topic: Business Paper #: 41621120

The intensity of rivalries will negatively influence Kraft. This can lead to price wars and similar merchandise geared towards their customer base. ("Kraft Foods," 2013) (Nestle, 2007) (David, 2009) Evaluate the organization's Intensive Strategy, in the areas of Market Penetration, Market Development and Product Development. Market penetration is when a Kraft is focusing on increasing its market share for products through improving its advertising. This is occurring with the firm sponsoring

Kraft Food Inc. Kraft Foods
Words: 1573 Length: 6 Pages Topic: Business Paper #: 17240953

In addition, it makes little sense to split out Canada as a unique reporting segment from the United States. The highly integrated economies, free flow of goods, near parity of currency and nearly identical product lines would indicate that there is little operational or strategic benefit to cutting Canada out from the United States. This may allow Kraft to rationalize production more, improving efficiency. The possibility of rationalizing production for

Kraft Foods Is an Example of a
Words: 2210 Length: 6 Pages Topic: Business - Advertising Paper #: 9769694

Kraft Foods is an example of a complex and innovative company. It is the largest branded food and beverage company in North America and the second largest globally. It operates in over 150 countries worldwide with a number of the world's preferred food brands. Kraft holds more than 35 major brands with over a century of successful sales: Oscar Mayer, Maxwell House, Jell-O, and Velveeta. In 2011 the company posted