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

What is promotion mix what are the different types of

What is promotion mix? What are the different types of promotion techniques marketers can use? Describe each of them in your own words and give example of each.

I need someone to create a seller profile for a fake

I need someone to create a seller profile for a fake company I created. 1 page to 1 page and half. I will include an attachment of the fake company created and all you have to do is create a 1 -1 1/2 page seller profile ...

Httpsnewsfastcompanycomapple-may-introduce-a-curved-screen-i

https://news.fastcompany.com/apple-may-introduce-a-curved-screen-iphone-as-soon-as-next-year-report-says-4025875?utm_content=buffer44524&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer Your response should b ...

Companies can conduct marketing research in many ways lets

Companies can conduct marketing research in many ways. Let's compare tools. Using the same company from the previous assignment, examine the Market Analyses provided by GlobalTrade.net, located at http://www.globaltrade. ...

Collaborative learning community clc assignment-choose a

Collaborative Learning Community (CLC) assignment:- Choose a nursing problem from your current practice setting and identify a possible solution to that problem. Conduct a search of the literature related to this problem ...

Group projectchoose a service organization coca cola or

Group Project Choose a service organization( coca cola or dominos pizza). Within your assignment groups, analyze the services offered by the business. The purpose of the project is to apply the concepts and tools learned ...

Business marketingin the discussion you shared your

Business Marketing In the Discussion you shared your consumer buying decision factors in line with your Chapter 6 Reading. In this Assignment you will address what is commonly referred to as B2B marketing (e.g., business ...

Part 11 evaluate american express in terms of its

Part 1: 1. Evaluate American Express in terms of its competitors. How well is it positioned? How has it changed over time? In what segments of its business does American Express face the most competition? 250 WORDS. 2. M ...

This assignment requires that you continue compiling your

This assignment requires that you continue compiling your marketing plan by using the same company and product/service that you used in the first half of your plan. You will put together a marketing strategy, including t ...

Morgan mobile phone technologies has hired you as a global

Morgan Mobile Phone Technologies has hired you as a global market consultant to advise it on how to extend its market share in the developing nations of Africa. The company has just developed an inexpensive and durable c ...

  • 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

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

Describe what you learned about the impact of economic

Describe what you learned about the impact of economic, social, and demographic trends affecting the US labor environmen