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

Assessment detailsindustry analysis report amp oral

Assessment Details Industry Analysis Report & Oral Presentation In groups of Two, you are asked to conduct an Industry Analysis for one of the following Industries; Clothing retailing, Prepared meals production or Sugar ...

Assignment marketing communication processcommunicating is

Assignment: Marketing Communication Process Communicating is an important marketing process of conveying our message to our customers and prospects. We use certain media based upon their ability to meet communication goa ...

Select research and analyze an example of american popular

Select, research and analyze an example of American popular culture's influence on another culture or an example of a non-U.S. culture's influence on American popular culture and media. Do you believe the world is interc ...

Use the internet to select a small company that sells

Use the Internet to select a small company that sells products that would lend themselves to being demonstrated in "How To" videos. Next, imagine that the company has hired you to create the "How To" video for its Websit ...

Every product or service has a buying process even digital

Every product or service has a buying process, even digital products and services. In this assignment, you will research and analyze the buying process for an online product or service, with which you (as a consumer) are ...

Marketing mix - assignmentsrequired- creating an effective

Marketing Mix - Assignments: Required:- Creating an Effective Marketing Mix In the Shared Activity, conducted an informal marketing audit on the organisation you chose for your Final Project. Such an audit helps organisa ...

Consider whatnbspyouvenbsplearned about elizabeth ardens

Consider what you've learned about Elizabeth Arden's distribution strategy. Where would you expect to find your beauty products for sale? Why would Elizabeth Arden add to its distribution strategy by offering its prescri ...

Part a answer each of the following questions in one to

Part A: Answer each of the following questions in one to three paragraphs. 1. Why is the right of private property an essential characteristic of a market system? 2. Rivalry and excludability are the two characteristics ...

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 ...

The denver advertising agency promoting the new breem

The Denver advertising agency promoting the new Breem dishwashing detergent wants to get the best exposure possible for the product within the $100,000 advertising budget ceiling placed on it. To do so, the agency needs ...

  • 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