Ask Question, Ask an Expert

+1-415-315-9853

info@mywordsolution.com

Ask Marketing Management Expert

Creating a new and exciting brand - Café Cadbury

Everyone knows about Cadbury and what it represents. The Cadbury Masterbrand is the flagship for a variety of well-known distinctive products including Flake, Dairy Milk, Crunchie and Roses.

The Café Cadbury was opened in an attractive three-storey 18th century Georgian building in centre of Bath, a busy tourist destination in UK. The location was carefully selected to position the new brand as a premium experience for discerning customer. Café Cadbury is an exciting all day premium café and gift experience also offering a take-out service on the ground floor. Café Cadbury provides a warm, contemporary, eco friendly environment where customers can indulge themselves with Cadbury’s chocolate. To secure this premium position, Cadbury set out to differentiate the experience from coffee shops and chocolate retailers on the high streets or in shopping malls. The total Café

Cadbury experience exposes the customer to chocolate immoderation. The emphasis is on chocolate, offering the customer a range of products and experiences they cannot find elsewhere. The heart of the offer is the chocolate experience delivered in the theatre of a premium café location. Supporting this is a retail offer including chocolates and gifts and takeaway products.

Cadbury carried out its own research, which revealed that the café concept would specifically attract 25-45 year old females with high disposable incomes who were regular café users. The building required a prestigious location and character to support the luxury and indulgence of the experience. The customer’s experience of high quality, indulgent catering reinforces the premium image of the retail products they buy. Restaurant-quality cakes and chocolates can be sold at higher prices in this atmosphere and when customers try products in the café’s seating area or Cadbury Lounge, they might wish to buy them as gifts and take home buys. The design of Café Cadbury seeks to make sure that customers enjoy a unique, shopping and catering experience as they make their journey around it from entrance to departure.

As a flagship for the Cadbury Masterbrand the interior and exterior of the Cafés are designed to communicate the brand’s distinctiveness, that it is part of the Cadbury family. These design elements are used carefully in the café environment to provide a strong and consistent image.

The menus are carefully tailored to the requirements of the target audience at different times of the day. The savoury menu contains freshly baked baguettes with innovative fillings and hot panini. The cake menu includes a range of fresh cakes and there is a wide choice of ice creams all served with Cadbury’s chocolate. There are all sorts of categories of retail products including: Cadbury’s Dairy Milk, Roses and Milk Tray, liquid chocolate truffles and fondue, indulgence gifting such as champagne hearts. Prices charged in Café Cadbury are slightly higher than in coffee shops like Starbucks to reflect the premium positioning of the brand.

The ongoing growth of Café Cadbury provides a flagship which further assists to improve the reputation of the Cadbury Masterbrand. At the same time, it provides customers with opportunity to indulge themselves in the enjoyment of high quality products in a welcoming environment.
 
problems:

(a) What were the marketing communications objectives and goals of Café Cadbury?

(b) Suggest a marketing communications mix that could have been employed before opening up Café Cadbury.

(c) How did the promotional planners ensure that Café Cadbury has a consistent image and message?

Marketing Management, Management Studies

  • Category:- Marketing Management
  • Reference No.:- M97518

Have any Question? 


Related Questions in Marketing Management

Here i attached a ready assignment which i have as a group

Here I attached a ready assignment which I have. As a group we are writing an assignment which has the same criteria with this one. Only differences are the company is Arnott's (also Australia), product is Tim Tam and co ...

Assessment itemcritical analysis of leadershiplength

Assessment item Critical Analysis of Leadership Length: 3000-3500 words Task You will need to complete the following project on leadership that assesses leaders in a work-related environment. This project focuses on crit ...

Typed word-processed in a 12-point font - times new roman

Typed (word-processed) in a 12-point font - Times New Roman or similar, double spaced, 1 inch margins; heading in upper left corner giving name, course number, assignment, and date; title centered above body of essay. Su ...

Written assignment one pager pampgpampgs impressive

Written Assignment One Pager: P&G P&G's impressive portfolio includes some of the strongest brand names in the world. Additionally, P&G must study its consumers, use long-term perspectives, employ product innovation and ...

Assignment detailsthis db has 3 partscontrolling risks also

Assignment Details This DB has 3 parts Controlling risks, also referred to as "Risk Treatment", will assist you in determining WHAT should be done in response to the risks that have been identified, in order to improve p ...

In a 3-page paper address these pointsdescribe why

In a 3-page paper, address these points: Describe why businesses study consumer behavior. Using one past major purchase you have been involved in (for example, an appliance, a house or car, or your education), describe t ...

Advertisingit is important that companies reach their

Advertising It is important that companies reach their target markets with their advertising message. If an advertising campaign is not properly executed and implemented, marketing dollars will be wasted.   In a well-wri ...

Individual projectunit changing for successthe planning for

Individual ProjectUnit: Changing for Success The planning for the community building session is almost complete. The last details are how to conduct the plenary sessions for sharing information across groups to develop k ...

Project overviewthe context of the project will be your

Project Overview The context of the project will be your marketing analysis for a product/service with a launch date that occurred in 2015/2016 or will occur in 2016. If you want to modify the context of the project to f ...

Assignment - market entry and stp strategytaskin this

Assignment - Market Entry and STP Strategy Task In this assessment, you will continue to use the country and focus organisation you worked. Here you will develop the next steps in their international marketing plan. Part ...

  • 4,153,160 Questions Asked
  • 13,132 Experts
  • 2,558,936 Questions Answered

Ask Experts for help!!

Looking for Assignment Help?

Start excelling in your Courses, Get help with Assignment

Write us your full requirement for evaluation and you will receive response within 20 minutes turnaround time.

Ask Now Help with Problems, Get a Best Answer

A cola-dispensing machine is set to dispense 9 ounces of

A cola-dispensing machine is set to dispense 9 ounces of cola per cup, with a standard deviation of 1.0 ounce. The manuf

What is marketingbullwhat is marketing think back to your

What is Marketing? • "What is marketing"? Think back to your impressions before you started this class versus how you

Question -your client david smith runs a small it

QUESTION - Your client, David Smith runs a small IT consulting business specialising in computer software and techno

Inspection of a random sample of 22 aircraft showed that 15

Inspection of a random sample of 22 aircraft showed that 15 needed repairs to fix a wiring problem that might compromise

Effective hrmquestionhow can an effective hrm system help

Effective HRM Question How can an effective HRM system help facilitate the achievement of an organization's strate