Company & Product:

Your full service advertising agency has been short listed with 2 other agencies to pitch for a major brand revision by Cadbury’s. The brief is in relation to their flagship product – Cadbury’s Dairy Milk.


Context:

  1. Cadbury’s can no longer use the slogan ‘1½ pints of milk per 200g bar’ which is a core brand value built up over many years.
  2. There is a perceived threat to sales from the growth in popularity of ‘continental’ style chocolate and more luxurious brands such as Lindt and Hotel Chocolate.

Objective:

Cadbury’s want the agency to create a fresh creative approach and an integrated marketing communications plan to respond to context changes which will defend against erosion to market share and increase sales.

Group tasks:

1.0 Produce a report to support your ‘pitch’ for the new account (1500 words) 50% of the marks, and
2.0 Present your ‘pitch’ for this account (20 Mins) 35% of the marks. This is a ‘professional’ presentation and you are expected to dress and prepare visual aids appropriate to a presentation to the client to win the account.

Individual task: a brief essay (5oo words) reflecting on

• How well the group worked together
• How you organised the allocation of specific tasks within the group
• What particular challenges your group faced and how you addressed them
• What new skills you had to acquire and how you went about achieving them
• What specific learning points you will carry forward to future modules/dissertations/career planning.

Resources

As well as academic marketing communications texts and research papers (Google Scholar is a good source of these) you should monitor broader market and business environment using Keynote reports, on line sources and activities in the media. Marketing magazines such as ‘Marketing’, ‘Campaign’ and ‘Marketing Week’ may also be useful.

Completion Dates

Task 1: Report – 11/1/11
Task 2: Presentation – 12/1/11
Task3: Essay & Peer review forms – 19/1/11

Information on Chocolate: Chocolate trivia, BBC, 1998

  • Continental chocolate enthusiasts have waged a 25-year battle to stop Britain and Ireland calling home-produced confectionery “milk chocolate” because of its 5% vegetable fat content – they want the British bars to be called “vegelate” instead.
  • The debate over British chocolate also focuses on the proportion of cocoa solids in each bar. Continental plain chocolate commonly contains 70% cocoa solids as opposed to around 35% in the British version. The more cocoa – the more expensive the chocolate generally is.
  • Some health experts say the purer the chocolate, the better it is for you. Chocolate with a cocoa content of more than 50% is high in magnesium and contains calcium, potassium, sodium and iron. It also has vitamins A1, B1, B2, C, D and E.
  • Low fat chocolate bars have more than trebled their share of the market in the last five years as weight conscious chocolate lovers search for a happy compromise. Brits tucked into 5,000 tonnes of low fat chocolate last year, compared with 1,200 tonnes in 1993. Women are the prime targets of the manufacturers of low fat chocolate.

National Confectioner Association: Origins of Chocolate with Jacques Torres

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