Ask Question, Ask an Expert


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.

(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

Assignment course reflectionmarketing is a dynamic and

Assignment: Course Reflection Marketing is a dynamic and exciting science. This course was designed to give you an opportunity to experience an overview of the many disciplines/ areas of this science. For our final discu ...

Discussion questionthis week we talked a great deal about

Discussion Question This week we talked a great deal about advertising and the different types of ads that companies use including those featuring celebrity endorsements like this Diet Pepsi advertisement with Sofia Verg ...

Resource preopening budget examplecreate a 3- to 5-year

Resource: Preopening Budget Example Create a 3- to 5-year financial plan to implement the goals and objectives created in Part II of your strategic plan. The deliverables for the financial plan include a projected budget ...

Pharmrx training woesin this assignment you will read and

PharmRX Training Woes In this assignment, you will read and respond to the following case study in a 3-4 page paper. The requirements for the paper can be found below. Case Study: It was the ?rst day of PharmRX sales-tra ...

What advice would you give to a marketer who wants to

What advice would you give to a marketer who wants to appeal to Gen Y? What are major do's and don'ts? Can you provide some examples of specific marketing attempts that work or don't work?

Explain the ways an organization with which you are

Explain the way(s) an organization with which you are familiar measures quality and customer satisfaction. What can be done to improve CRM? Lastly, explain how you can personally have a positive impact on customer loyalt ...

1 discuss the pros and cons of red bulls nontraditional

1) Discuss the pros and cons of Red Bull's nontraditional marketing Tactics. Should the company do more traditional advertising? Why or why not? 2) Describe Target's marketing Communication strategy. What has the company ...

Bike rental shopsdescribe the target market audience

Bike rental shops... Describe the target market (audience) profiles, key buying behaviors, and decision motivators for the consumer target market. Develop a pricing strategy for the new product or service offering.

Define consumer products b2c and business products b2b

Define consumer products (B2C) and business products (B2B). Explain the different types of consumer products. Give an example of each from your recent purchasing activities.

Choose a product for an environmental analysis research an

Choose a product for an environmental analysis. Research an environmental analysis for your selected product. Write a 1,750- to 2,100-word paper in which you include a descriptive analysis of the following: The product M ...

  • 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

WalMart Identification of theory and critical discussion

Drawing on the prescribed text and/or relevant academic literature, produce a paper which discusses the nature of group

Section onea in an atwood machine suppose two objects of

SECTION ONE (a) In an Atwood Machine, suppose two objects of unequal mass are hung vertically over a frictionless

Part 1you work in hr for a company that operates a factory

Part 1: You work in HR for a company that operates a factory manufacturing fiberglass. There are several hundred empl

Details on advanced accounting paperthis paper is intended

DETAILS ON ADVANCED ACCOUNTING PAPER This paper is intended for students to apply the theoretical knowledge around ac

Create a provider database and related reports and queries

Create a provider database and related reports and queries to capture contact information for potential PC component pro