Table of Contents

Introduction...........................................................................................................................................2
Product and Brand Strategy...................................................................................................................3
Product Composition Justification.....................................................................................................3
The Brand..........................................................................................................................................4
Brand Personality..............................................................................................................................5
Environmental Analysis........................................................................................................................5
Porter’s Five Forces Analysis................................................................................................................7
Buyer Power......................................................................................................................................7
Supplier Power..................................................................................................................................7
Competitive Rivalry..........................................................................................................................7
Threats of substitutes.........................................................................................................................7
Threats of new entrants......................................................................................................................7
SWOT Analysis.....................................................................................................................................7
Strengths............................................................................................................................................7
Weaknesses.......................................................................................................................................8
Opportunities.....................................................................................................................................8
Threats...............................................................................................................................................8
Product Postponing............................................................................................................................8
Unique Selling Proposition................................................................................................................8
SMART Objectives...............................................................................................................................9
The Campaign.......................................................................................................................................9
Tone.................................................................................................................................................10
Message...........................................................................................................................................10
Visuals.............................................................................................................................................10
Adverting and Promotion and Placements...........................................................................................10
Print Advertising.............................................................................................................................10
Guerrilla marketing.........................................................................................................................11
Online advertising...........................................................................................................................11
Website............................................................................................................................................11
Billboards........................................................................................................................................11
Transit Media..................................................................................................................................11
Conclusion...........................................................................................................................................11
References...........................................................................................................................................13
Introduction
The energy snack industry is gaining popularity in the United Kingdom as well as
other countries around the globe. This popularity has created opportunities to create
differentiated market offerings that can bring new customer segments for Cadbury. The
introduction and popularity of new energy drinks has limited the market growth and
penetration of the brand. To create a sense of need for existing and potential customers,
Cadbury should introduce a new product line.

For successful product launch it is not enough create the right product or product
offering. An appropriate and highly thought-out marketing communications campaign or
strategy is very important because it can decide the success and failure of a whole market
offering. All the components of a marketing communication plan need to be highly integrated
because creating a campaign that delivers the product along with an efficient message to the
targeted customers can help in making the product launch a success. Integrated marketing
communication can help in achieving all the marketing objectives.
Product and Brand Strategy
The product is a new energy bar that can be used to increase or maintain the energy
levels in body in between meals. The bar is for female young adults and the packaging is
designed to appeal the selected target segments.

Product Composition Justification

Females have special dietary needs as compared to men because the hormonal
changes in a woman’s body are quite different from a man’s body. Generally, a woman’s
body needs around 1200 calories in a single day (Kim, Ahn and Kim, 2014). A preferable
healthy diet for a female includes iron, folic acid, calcium carbonate and relevant vitamins.
The product components include:

- Healthy amount of Folic Acid

- Calcium

- Gluten free oats

- Chia seeds

- Goji seeds

The ingredients are a mix of healthy diet items including salmon, spinach, vitamin C,
B1, B2, B6 and amino acids.

Potential Product
Augmented Product
Expected Product
Generic Product
Core
Product
Organic Product: Nutritional and energy bar for females

Generic Product: High vitamin content, energetic value, nutritional content, vegetables,
healthy acids, dietary contents valuable for female body.

Expected Product: Practical, value based pricing, high dietary quality content, nutritional
value.

Augmented Product: Special energy bar designed to meet the special body needs of a
woman in terms of their dietary content. No energy snack or bar is specifically designed for
satisfying needs of women.

Potential Product: Various flavours and product modifications.

The Brand
This energy bar is a sub brand of Cadbury brand famous all around the globe.

Brand

Sub-Brand

EnerGi
o
What is in it for Cadbury?

Even after 200 years of being a known brand in the market, Cadbury is still exceeding
expectations in last quarter of year 2017. It continues to cut its costs alongside an increased
demand for new products like Oreo cookies and Trident Gum in developed parts of the world.
Cadbury is the world’s largest confectionery company and it can grow even more if it
continues to add profitable market offerings like EnerGio (Lee and Kwak, 2016). The
company seems to have more growth prospects in UK as compared USA. Launching EnerGio
with an appropriate and powerful integrated marketing campaign can do wonders for the
company’s promotion and brand identity. In addition to cutting costs to remain highly
competitive, introduction of new brands will help the company stay relevant in the market as
compared to other famous confectionery brands that are gaining recognition and popularity.

Brand Personality

Sincerity

Excitement

Brand
Competence
Personality

Sophisticatio
n

Ruggedness
`

According to the brand personality paradigm, Cadbury’s perceived brand personality

is “Sincerity” because the brand is down to earth despite global success, it delivers a cheerful
and happy version of life with honest and wholesome relationships in every advertisement
(Armstrong, 2009). Cadbury signifies sincerity and love, care of sorts for people around
customers. It tries to connect with its audience on a personal level with the use of its
sentimental and emotional personality.

Environmental Analysis
The factors in the external environment that can have an impact on the success of this brand
can be discussed through PESTLE model.
 Political • Constitutional Monarchy
• Stable Political Environment
• Low corruption rates

Economic • Financial budget deficits

• Lowering unemployment rates
• Maintained inflation rate
• High levels of consumer spending
• Raising Economic growth

Social • Price sensitivity in consumers

• Increased urban population
• Growing focus on healthy diet
• Women interested in outgoing
activities

Technological  Rising number of internet users

 Developing technological
infrastructure
Environmental  Imported energy and fuel
 Increased focus on environmental
protection issues
Legal  Food labelling accordingly European
Commission Directives.
 Regulated food standards
 Strict quality requirements

The most relevant components that need to be considered from the PESTLE analysis
for United Kingdom is that the political environment is quite stable and does not pose any
threats. The good part is that the economy is recovering and is growing at a relatively higher
rate. The inflation rate is stable and unemployment rate is declining (Buijsse, 2010).
However, this concern is that the consumers still remain price sensitive and they now pay
attention to environmental protection issues therefore, are willing to buy products that are
organic and locally produced. The government food department is changing and is becoming
strict each year.
Porter’s Five Forces Analysis
The Porters analysis allows the company to understand the situation going on in the
industry.

Buyer Power: the buying power of the customer is quite high. Because switching
cost from one branch to another is quite low (Fitzgerald, 2015). In addition to this there are a
lot of choices in the market. Buying a chocolate is a low involvement decision.

Supplier Power: The supplier Baba is high because the ingredients involved in this in
Energy bar are specific and the cost is high (Hawkes and Harris, 2011). The number of
suppliers available in the market is low. The demand for energy bars is increasing in the
market

Competitive Rivalry: Cadbury is the second largest chocolate salad in the world
therefore the competitive rivalry is low. Some competition can be faced from new entrants in
the market who provide targeted chocolate for targeted segments.

Threats of substitutes: The threat for substitutes is medium because the energy bar
represents a unique formulation of ingredients. There are various indirect substitutes there are
available to users at lower prices. The composition of this energy bar can be easily copied by
rivals.

Threats of new entrants: The threats of new entrants in the market is quite low
because the market is already dominated by huge companies backed by significant financial
resources. In addition to this the market is still in its growing phase and it is expensive to
enter this market.

SWOT Analysis
SWOT is the Internal analysis of any company because it focuses on the strengths and
weaknesses of the company and the product that it is going to be launched as well as all the
opportunities and threats present in the external environment that can influence and impact
the company’s success.

Strengths
Cadbury Products have a huge brand loyalty for over 20 decades. The reason for the
strong brand loyalty is due to the marketing efforts and strong branding over the past
centuries by the company. The brand equity is also high therefore it becomes easier for
Cadbury to charge premium prices for its premium products. In addition to this Cadbury
family name is well known all around the globe and its products are highly differentiated.
Cadbury has established itself as a family brand by positioning the brand as a celebratory
product suitable for all occasions not just Valentine’s Day (Helms and Nixon, 2017).
Chocolates are now positioned for gifting and this smart strategy has highly differentiated it’s
from other competitive brands. Cadbury Company has a strong distribution network and
strategy.

Weaknesses
In developing countries, the distribution of the company’s product is quite limited in
the rural areas. A few cases of water quality products with cockroaches and other rodents are
a huge setback for company’s promise of quality deliverance (Vrontis and Vignali, 2011).
The company faces competitive from the other major global confectionary brands.

Opportunities
Cadbury can increase its reach in ruler markets by developing distribution networks
that reach rural areas. The company can also introduce products for untapped market like an
energy bar for women. The company has all the sufficient resources and acquisition of
competitive companies can increase the market share of Cadbury. The company can also look
into diversification of product portfolio into relevant food segments.

Threats
Some major threats for the company include health consciousness of consumers
which can limit their chocolate intake. Increase in the cost of raw material used in Dublin this
week and also increase the cost of the company which can further be represented in prices of
all the products (Glydon,and Adam, 2007). If the inflation rate rises it can cause reduction in
sales. Intensity of competition from domestic and global competitors can affect the market
share of the company.

Product Postponing
Research shows that deadly is now trying to reposition of products by going back on
its joyful image and re-launching the original philanthropic philosophy of its founder
(Kitchen, 2016). Now the brand is trying to promote general acts of kindness alongside its
cheerful and jolly image. It is basically trying to connect with the customers at a deeper level.

Unique Selling Proposition

The unique selling proposition of this new energy bar is that eat and has a high level
of nutritional content and it is specifically designed to meet the special nutritional needs off
women. The products ensures high-quality and therefore demands a premium price. It is quite
different compare to energy bars that are already available in the market because these bars
are gender neutral and not specifically designed to meet the body nutritional needs of women.
Target Market

The target market of this new energy bar by Cadbury is females especially the age
group 18 to 25. This decision has been made because the energy bar has been specifically
designed to meet the special diet and nutritional needs of the female body (Valliant, 2012). In
addition to just fulfilling the dietary needs, this bar will also provide females with a spurge of
energy. This energy bar is especially designed for females who are busy including students
and working women who have a high to medium income level usually provided by parents or
earned.

SMART Objectives
1. Create extensive awareness for the new product by reaching 30% of the target market
in the first year.
2. To create a strong brand loyalty with one customer out of every ten of the overall
reached target market by the end of this campaign.
3. To maintain and in please a positive brand image by developing better and closer
relationship with the female customers.

The Campaign
Buying a chocolate or an energy bar is a low involvement decision of any customer,
therefore the campaign message needs to be very strong alongside sales promotion and an
attractive packaging design because these factors will play an important role in making the
campaign and product launch a success. The aim of the suggested marketing strategy is to
create extensive awareness regarding the new product and achieve a stronger brand loyalty
from the target market of this energy bar. EnerGio is a sub-brand of a famous confectionary
Brand Cadbury, it is important not only to make this brand successful but at the same time it
is highly important to maintain the image of the parent company.

It is extremely essential to build personal and close relationship with the target
audience because this is the desired effect of all marketing strategies of Cadbury. The
company has always influenced its target audience by emotional and relational messages,
therefore, the new marketing strategy for this energy bar will also follow in with the same
type of emotional and relation building
messages. Portraying a healthy and better
lifestyle of working or busy women especially
young adults is the aim of this marketing
strategy. For the first year, the campaign will
focus on “Cadbury making you feel special”
slogan. Because this is the aim of this campaign,
to make women feel belonged, loved and cared
for. The emotional aspect of the campaign is
designed to cater for the emotional needs of all women and people who care for the health of
the women in their lives.

Tone: The tone of this slogan will

be warm and emotional so that it connects
with the target audience at a deeper level.

Message: not only the message

shows that it is a healthy energy bar but at
the same time it communicates that
Cadbury cares about its consumer and
wants them to have the best healthy snacks
which add flavour to their life, all the while
fulfilling the dietary needs of the audience.

Visuals: the advertising and print

ads will show a loving man holding his
female partner in his arms and giving her the energy bar with all the love and care for the
woman in his eyes. In other print ads, mothers can be seen putting EnerGio bar in the
university bags of their daughters.

Adverting and Promotion and Placements

Print Advertising: The Company will use print adverts because young females are readers of
magazines especially when they are waiting at any office (Stone and Jacobs, 2008). Some
magazines are especially designed for women therefore it will become easier for the marketer
to target females for print adverts. Few magazines include Glamour, cosmopolitan, Vogue,
Marie Claire.

Guerrilla marketing: flash mobs are the latest trend for creating buzz and hype using
guerrilla marketing tactics (Zerr, 2013). Famous songs can be used to present a flash mob, at
the end of which women can be presented with free EnerGio Bars for taste. This will
definitely create a hype and a buzz regarding the new energy drink.

Online advertising: Online advertising or social media marketing is the latest trend that can
help Cadbury in achieving extensive awareness regarding the new energy bar. Through social
media campaigns hype and buzz for the new product can be explained to the customers. The
value proposition of the new product can be communicated to the target audience.

Website: Cadbury has an interactive website which allows the users all over the globe to be
informed about the new products and its ingredients. The company will be able to
communicate the USP of the new product effectively using its website.

Billboards: should be placed near universities so that they can reach a large part of the
overall target audience.

Transit Media: using visual advertising on vehicles, buses and underground tram stations.
There are millions of users for buses and train on a daily basis in only London.

Conclusion
Cadbury Chocolate has been continuously involved in inventing and investing in
various types of chocolates for chocolate lovers for over 20 decades now. Cadbury is a
famous brand and in addition to this, it is one of the most successful chocolate brands in the
whole world. To cater for its customers for all sorts, Cadbury owns over hundreds of brands.
The addition of a female centres energy bar will provide diversity in its product portfolio. For
centuries, this brand has been part of the world community spreading sweetness and delight.
The aim of the brand has to be make this world a more joyful place for over 80 years now. It
is extremely essential to build personal and close relationship with the target audience
because this is the desired effect of all marketing strategies of Cadbury. The company has
always influenced its target audience by emotional and relational messages, therefore, the
new marketing strategy for this energy bar will also follow in with the same type of
emotional and relation building messages. Portraying a healthy and better lifestyle of working
or busy women especially young adults is the aim of this marketing strategy. For the first
year, the campaign will focus on “Cadbury making you feel special” slogan.
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