georgia claxton ppt

Figure 1: Lindt Extra Fine 70% Cocoa

Excellence Dark Chocolate Block 100g

Figure 2: Cadbury Coco 70% Cocoa Dark Chocolate Block   100g

Issue: Low Level Differentiation from Competitors

Figure 3:Lindt Excellence Cocoa 70%

Advert 2015

Figure 4:Cadbury Coco 45 “

Advert 2015

Figures 5 & 6 : Cadbury Advertising Campaign

“Joyville” 2013

Issue: Campaign Does Not Align With Overall Branding & Concepts

Revised Strategy: Re-Orientate Marketing Towards Mothers

Figures 7 & 8 : Coca Cola Life Advertising Campaign “Parenting” 2013

Revised Strategy: Re-Orientate Marketing Towards Mothers

Creative Concepts being reshaped to Communicate Messages of:

- The humour behind the reality of a traditional, 21st Century family lifecycle ie. Teenage Child’s attitudes Younger Child’s playful antics/tantrums Scheduling & Busy lifestyle of Working Mothers Inability to have intercourse due to scheduling or children Husband playful or humourish antics

“Mothers spend 20% more money on their grocery shopping than the average female main shopper”

- J. Bainbridge, Marketing Magazine UK, 2007

Revised Strategy: Re-Orientate Marketing Towards Mothers

Proposed Communication Tools: Social Media

Figure 9: Percentage of ParentsUsing Specific Social Media Platforms

Figure10: The “Cadbury Dairy Milk” Facebook Page

Figure 11: “Flicks With The Chicks” promotional webpage

References:

Figure 1: Lindt Extra Fine 70% Cocoa Excellence Dark Chocolate Block 100g, Coles Australia 2016 <http://shop.coles.com.au/online/national/lindt-excellence--chocolate-dark-extra-fine-70%25-cocoa>Figure 2: Cadbury Coco 70% Dark 100g , Coles Australia 2016 <http://shop.coles.com.au/online/national/cadbury-coco-70%25-cocoa-dark> Figure 3: Lindt Lindor, “Do you dream in chocolate?” <https://www.youtube.com/watch?v=cFB0XBV6JdU>Figure 4: Cadbury Australia, 2015“Cadbury Coco 45” <https://www.youtube.com/watch?v=nzIeG-oCtkU>Figure 5: Cadbury Singapore, “Welcome to Joyville” 2013 <http://www.saatchiasiapacific.com/2012/11/cadbury-dairy-milk-introduces-singapore-to-joyville/>Figure 6: Cadbury Singapore, “Joyville Pipe Network” 2013 <http://www.saatchiasiapacific.com/2012/11/cadbury-dairy-milk-introduces-singapore-to-joyville/>Figure 7 & 8: Coca Cola Argentina, “Coke Life: Parenting” 2012 <https://www.youtube.com/watch?v=yRqUTA6AegA>Figure 9: Pew Research Centre, “Parenting and Social Media” 2015 <http://www.pewinternet.org/2015/07/16/parents-and-social-media/>Figure 10: Cadbury Dairy Milk Facebook Page 2016, <https://www.facebook.com/CadburyDairyMilkAustralia/>Figure 11: Flicks with the Chicks webpage, Village Cinemas 2016, http://villagecinemas.com.au/events/flicks-with-the-chicks

Bainbridge, J 2007, Marketing Magazine, “Buying behaviors of mothers” viewed 13 April 2016, <http://www.marketingmagazine.co.uk/>