CADBURY CAMPA

IGN

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Naked Idea

Agency

Have more than 15 years’ experience advising leading brands, agencies and platform on the range

of issues associated with advertising and marketing activity

Develop effective creative campaigns and help clients to

select the ideal media mix

Help clients to determine the best way to reach their target audience

Offers agency services backed by our deep expertise in strategy, marketing, analytic, campaign

management and data

FARIZATUL NADIA MOHD

RAZUMI

Expertise in Marketing

SAFWANA SAFRI

Expertise in Research

NORLEY AHMAD IDRUS

Expertise in Graphic &

Digital

NUR LIYANA

SYUHADA MOHAMAD

Expertise in Production

TEAM MEMBERS

ISSUES SOLUTIONS COMMUNICATION TOOLS

ISSUE 1

Received video criticism from ABC consumer regarding the

actions of Cadbury who originally been reduced from 250gms to 200gms, only to increase the blocks by 10

percent to 220gms in Joyville campaign

Related Link : http://youtu.be/xgictLiUhDo

Cadbury make an explanation to consumers by replying the video complaint with good-humoured response video advertisement to cover the issue. By this, they can tackle the issues head on with confidence and integrity. Because of our second target audience is adult, humour can be extremely effective advertising technique to ease tension situation and reduce the dissatisfaction of consumers.

Media channel such as Internet because it has a high ability to reach the chosen target audiences. Besides, Internet marketing has proven to provide a clear cut communication between the customers and Cadbury.

SOLUTION

COMMUNICATION TOOL

Shifte

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ISSUE 2

Cadbury decided to moves away from Joyville concept and come out with lip-sync concept. It did not well connecting with the theme of Joyville brand platform where it all based on mystical world and joyful journey to magical land. These different ideas had made the customers confuse with the original of Joyville campaign

JOYVILLE

LIP-SYNC

SOLUTION: Focus on one campaign only before trying to introduce a new idea that can shadow the magical and fantasy land which is Joyville theme. Meanwhile lip-sync concept has diverted their focus target audience on young children whom desire for chocolate is greater compared to adult. Since Cadbury has already use fantasy in their campaigns, they can maintain the theme in their new commercial advertisement but still maintain using celebrity endorsers where they attract buyers with physical attractiveness .

COMMUNICATION TOOL: Media channel such as television has the high ability to reach a huge amount of main target audience which is children where in Australian, there are 14.5 million watch free-to-air(FTA) television each day. Moreover, products advertised on television can be presented dramatically and made to appear more exciting and attractive then they actually are.

Issues 3Cadbury had been using too much traditional broadcast media that is television advertising in their marketing strategy even thought television industry in Australia is the most favourable marketing tool in broadcasting media. Cadbury should consider the introduction of personal recording devices (PVRs) that allowed viewers to skip advertisements.

Button to skip

• Make more ‘out-of-home’ advertising in future such as billboard advertisement on the train, media electronic on public vehicles, bus shelter advertisement and blow-up advertisement at any outdoor event to create excitement to the main target market which is children and also adults. Over 70% of purchase decision are made in store. More specifically, children have a greater influence to their parent’s decision buying thus. This will increase the Cadbury image in the public places.

SOLUTION

• Outdoor advertising provides broad coverage and targeted market reach. Nowadays, outdoor marketing technology has provided the opportunity to develop creative eye-catching message. Plus, this is the most visible media exposed to everyone who goes outside of the home.

COMMUNICATION TOOL

SUMMARY (GENERAL RECOMMENDATION FOR CADBURY)

1

•Research can be conduct to collect data and information to make sure Cadbury had fulfil consumers needs and wants. By this Cadbury can provide the best services and goods that consumers been expected from them.

2

•Most of the commercial in Joyville campaign have been targeted at children as their potential buyers. However, by still using this “joy” campaign, Cadbury can produce new commercial but expand the target market to adults. By this Cadbury can have larger potential buyers.

3

•Cadbury had always choose TV commercial to represent their products and campaign. Cadbury can wide their options in tool marketing to make sure the message is fully received by the customers. We believe that creative out-of-home advertising also can be good ways to increase their sales at the same time attract the potential buyers to the products.

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