PartA

**(12 Pages excluding appendices)** = 1 Situation Analysis =
 * Marketing Communications Plan Outline Part A **

1 .1 Internal Analysis

 * Resource Capabilities


 * Financial Resources
 * Human Resources
 * Manufacturing and production Resources
 * R & D Resources

1.2 External Analysis
http://www.scribd.com/doc/8201172/study-of-consumer-behaviour-towards-nestle-and-cadbury-choclates


 * Environmental factors

__ Government and Regulatory __ >
 * Social
 * Political - The chocolate itself does not effect this, but the Fair trade factor will.
 * Demographic
 * Technological
 * Government and Regulatory
 * To be in the fair-trade, the Fair-trade certification system will be involved. They are there to set the standards that need to be met by the company for a fair-trade product. Both social and environmental standards are set and the minimum pricing and premium must be delivered to the producers.
 * The FLO-CERT is the company operating the fair-trade certification system. Making sure that each fair-trade marked produce comes from fair-trade certified producers and standards and obligations are met by the traders.
 * The FLO-CERT is ISO 65 certified. To ensure quality management system is installed in the company, the transparency in all processes and independence in the certification decision making.
 * Economic
 * Environmental
 * Competitor Analysis
 * Direct Competitors
 * Indirect Competitors
 * Future Competitors


 * Consumer Behaviour


 * Who are your customers?
 * Why do they buy?
 * How much do they buy?
 * When do they buy?
 * Where do they buy?


 * Marketing Mix

Environment Factors · Cocoa beans are the main source in chocolate production, and the richest places for them are in the native of Equador and Venezuela. The quality of seeds there are finer than other places in the world. · Only 10% of world crops are from Criollo cocoa, remaining 90% are from harvesting from cocoa trees, which are mainly growing in West Africa. · Each part of the production process can affect the quality of the chocolate. Technological · The cocoa beans needs to be cleaned during the production process, powerful vaccum equipments are necessary to remove any wood, jute fibres, sand and fine dusts from the beans. · During the roasting process, a temperature of 130 degree is needed to develop the aroma. · Crushing machines are used to break down the roasted beans into medium sized pieces. · Special milling equipment is used to pre-ground the crushed beans to achieve a fine paste. · Conches are very important machine used to refine chocolate paste, as they won’t be in smooth enough. It heats up the chocolate paste to 80 degree in temperature and then stirred for extra smoothness. Competitor Analysis · The main direct competitor of Cadbury would be the Nestle, they insist on honesty, integrity and fairness in their business, also expecting the same in its relationships. This type of image would be highly challenge for Cadbury, with the intention towards fair-trade with their chocolates. Nestle, not only have product lines of chocolate brands, but they are also specialised in tea, biscuits and many other products. Its chocolate brand, ‘Kit Kat’ is the most fearsome brand from the company; it is well known throughout the world. Consuming over 12 billion Kit Kat fingers around the globe every year. · Cadbury has many brand lines other than chocolates, such as snacks, beverages and candy ranges. They would all have individual competitors targeting the similar audience. If we are only focusing on the chocolate range, then companies like Max Brenner, which produce drinks, foods and snacks with their own special made chocolate could be an indirect competitor, as consumers may want to set down in a café, resting while enjoying their chocolate. · Future competitors would mostly be other substitute goods on the market, would be all other smaller chocolate brands that are not well known, they may not be putting much of a competition at the moment, but they have the potential to become a direct competitor of Cadbury.
 * Product
 * Pricing history
 * Distribution channels
 * Advertising and Promotion
 * Sales, market share, profit etc
 * Measurable
 * Achievable/Realistic
 * Over a specific timeframe
 * Category Partitioning Diagram
 * Ries & Trout
 * T-C-B Positioning
 * Target Customer
 * Category Need
 * Key Benefit

Consumer Behaviour · According a survey data, out of 100 respondents, 95 of them likes Cadbury chocolates, which 75 of them are between the ages of 10 to 30 years old. Indicating that, the majority of consumers are teenagers; they are more likely to choose Cadbury when they seek to purchase chocolates, as record shows that out of the 75, only 14 of them would choose Nestle over Cadbury chocolates. The overall result shows that 73 out of the 100 would prefer Cadbury and only 22 would choose Nestle and the remaining stay in the no consumption range. From these 73 respondents, the most consumed sub brand is the dairy milk chocolate, it has 13% of overall consumption comparing to its own sub brands and sub brands of Nestle. With dairy milk ranking number one of its range. · The factors that influence consumers’ consumption are ranked from 1 to 10. Surprisingly, the influence of price isn’t very high, ranking at 9. · Also, out of the 95 people who bought Cadbury, 52 were attracted by free gifts and 23 by the price offers. · Research has also shown that 39% of respondents would make purchase weekly and only 14% would make purchase quarterly. Therefore, we can say that chocolate is largely consumed, the needs of it is not negotiable.
 * Influencing Factors || Ranking ||
 * Price || 9 ||
 * Quality || 2 ||
 * Taste/Flavour || 1 ||
 * Packaging || 5 ||
 * Shape || 10 ||
 * Form || 7 ||
 * Colour || 8 ||
 * Brand || 3 ||
 * Quantity || 6 ||
 * Image || 4 ||

Marketing Mix · Placement: Cadbury Chocolates can be found in most of the major supermarkets around the globe, at times, even in milk bars, small shops locating in towns. However, fair-trade Cadbury chocolate blocks can only be find in larger supermarkets, as such sub brand is still fresh in the market. · Promotion and Advertising: Advertising appeals seems to be the major factor affecting the consumption of chocolate. The right media mix needs to be evaluated in depth before release and the best advertising media is said to be through television, which 82% of consumers has voted and brochures are the least favourable advertising media. Overall, advertising is the best measure to attract consumers to purchase more; the next biggest measure is suggestion from friends and relatives. · Pricing: Research has shown that 51% of respondents think 10 to 20 Rs is a reasonable price for a chocolate. The second range was 5 to 10 Rs, with 23% of votes. · Product: The taste/flavour, brand, image, quality and packaging were rated as the most influencing factors of brand loyalty. If Cadbury able to focus on these factors, it will be able to keep existing consumers to continue to buy. Such can be supported by the influencing factors of consumers’ consumption.

1.3 SWOT
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= ^^^^^^^^^JACKIE THIS HAS A CADBURY SWOT ANALYSIS!!!!!!! =

Internal - Bianca one page Strengths Weaknesses

External - Jackie one page Opportunities Threats Opportunity Market development can be extended into Russia and China, creating extra benefits, spreading their products globally, helping the company to grow even bigger. Especially, for the France market, it has several opportunities. It has a stable parliament of centralised political. In terms of economic, it’s the fourth largest gross domestic product in the world, stating the strength of its economic even after the recession. Therefore, the purchasing power is high with high standards of living. Moreover, France’s technology level can be a competitive advantage, as a lot of industries are based in the technological sector in France. Threats Consumer behaviour is a constantly changing factor in the market, it can be an opportunity if it changes to Cadbury’s favour, but on the other hand, it can also change to be against the company. Recent consumer trend is about being healthy, many consumers are beginning to be aware of their health issues, therefore, it could spell that consumers are shifting from chocolates to healthy snacks. If this were to happen or get worse, price wars would occur between current competitors such as; Mars, Hershey and Nestle. With less profit, the cost of the raw materials and maintaining of the company would be large, resulting in labour cut down, growth of small local gourmet chocolates and regional candy manufacturers. If Cadbury are to expand into the France market, there are risks to be aware of, the understanding of foreign country’s business culture, customer needs and preferences, their government regulations and unexpected costs.

=2 Identification of Marketing Problem or Opportunity =

2.1 Overview of the problem your Campaign will solve and/or opportunity it will address
The Opportunity that Kraft, via Cadbury's Fairtrade Certified Dairy Milk Family Block Chocolate bar is addressing is one of consumer awareness, brand building and re-positioning the company, not just the product. As the world becomes more transparent and the desire to know the source of the products that we consume here in the western world, we are becoming more and more responsible for our consumptions effect on Developing Countries. Fairtrade Logo Organization (FLO) is a response to the understanding that the conditions that these developing countries producers/farmers, has and still is unsustainable in many area's. Cadbury has responded to the world market by committing to moving all of it's chocolate towards using Fairtrade cocoa beans. Starting with the famous Dairy Milk Chocolate.

As Cadbury already own Green and Black's they are well aware of the premium place that the Fairtrade chocolate can sustain itself in the market. Their move to begin with the basic plain chocolate and a commitment to bringing ALL of it's other chocolates in line is about a much deeper commitment than to profit alone, in fact a key part of this move is that there will be no increase in the cost of the product. This key moment for Cadbury to deepen its relationship with current customers as well as draw new customers to the brand simply by being more responsible to those that supply the core goodness of chocolate, the cocoa beans!

"I'm incredibly proud that by making this change, we are effectively making Fairtrade Certified™ Cadbury® Dairy Milk™ milk chocolate chocolate available in every part of Australia at no extra cost to our customers. It's Cadbury® Dairy Milk™ milk chocolate with the same taste, same cost, but extra ethics," Mr Callaghan said.

The growth of the LOHAS segmentation of the market has made ignoring the disconnect between the desire to do the right thing and being able to purchase according to one's values more undesirable. By aligning with the FLO, Cadbury has made a stand that will encourage new customers as well as support their existing customers with a choice they can be proud of. This brief is all about the opportunity to bring to market a deep commitment to the future of chocolate.

=3 Marketing Objectives and Brand Positioning = Marketing Objectives ﻿An article published by Fairtrade Labeling Australia and New Zealand, entitled ‘Retail Fairtrade Figures Australia and New Zealand’ (2010) illustrates that there has been an increase in consumers buying Fairtrade cocoa from 2004-2009, from AU$285,000 to AU$5,300,000. In addition to an increase in sales, it outlines the increase in awareness, of Fairtrade goods. Although it doesn't specifically talk about the Cadbury Fairtrade product, these figures would be important to use when budgeting, and to estimate relative budgeting, sales, and revenue increases.

However, within this time, Cadbury had not yet launched their Fairtrade dairy milk block, as yet, and so it can be presumed sales will increase substantially, as their general expected sales revenue increase per year is budgeted at 4-6% annually. Therefore, as Cadbury Investors (2010) states, in 2009, they increased their revenue by 5% and attributed this figure to product innovation and an increase in marketing. It was within this timeframe that they launched their Fairtrade family block, and it can be speculated that this definitely influenced, and mostly attributed to the increase, as during that time frame, there weren’t any other product launches. Cadbury’s expectations are evident in their publication of information regarding Fairtrade products on their website. Fairtrade Certified Cadbury® Dairy Milk™ hits Australian shelves (2010) details (and reinstates what was previously mentioned) regarding 2009 sales in Australian and New Zealand. It states that the retail sales of Fairtrade Certified & Labelled products grew by over 50%, to just over AU$50 million, in 2009. In addition, within the last six years, since the first Fairtrade Certified & Labelled products went on sale in both countries, cumulative (including ALL Fairtrade products) retail sales figures have been more than AU$120 million. Todd Stitzer, Cadbury’s CEO said: “Looking forward to 2010, we are targeting revenue growth within our 5-7% goal range, led by new product innovations across our categories and supported by incremental investment in marketing. We expect benefits from our restructuring and reconfiguration actions in 2010 to drive continued progress to achieve our targets of good mid-teens margin by 2011 and 16-18% margin by 2013.”

Cadbury Investors (2010) essentially dictates that their marketing strategies do work. From this, it can be decided that an increased marketing budget will only further aid their continued, successful break into the fair-trade market. A product which combines innovation and morally conscious virtues, will not only increase sales, and subsequently revenue too, but will in addition also expand the target market and extend the little, or non-existent, brand category that is Fairtrade cocoa/chocolate ,within mainstream supermarkets. With product innovation being key to their annual revenue improvements, “This move will increase sales of Fairtrade certified chocolate sold in Australia and New Zealand and is part of Cadbury's® ongoing global commitment to Fairtrade (FTA – Cadbury Announcement, 2009).”Any additional increase to marketing campaigns is critical to the continual increase in sales, and any increase to this budget will only amplify the already market leading brand that is Cadbury Dairy Milk (now using Fairtrade cocoa).

Brand Positioning
== Keeping in mind that positioning represents the key feature, benefit or image of a particular product or brand characterized in the consumers mind (Ries & Trout, 1981), Cadbury embodies a family-orientated confectionary brand which specializes in chocolate in either a snack size, or family size. However, with the introduction of Fairtrade cocoa, Cadbury will ideally break into, or create, a new segment in the market which will extend their brand position into a premium chocolate range which actively promotes and uses Fairtrade cocoa. == == __Brand Positioning by Behavioural Sequence Model __: == - Roles || Arousal prompting purchase may come from the **purchaser**, as an impromptu decision.
 * **Data **
 * Inputs ** ||||||||  **(1) What? **  ||
 * ^  ||  **Need arousal **  ||  **Information search & evaluation **  ||  **Purchase **  ||  **<span style="color: #7030a0; font-family: 'Arial','sans-serif'; font-size: 12pt;">Re-purchase **  ||
 * **<span style="color: #7030a0; font-family: 'Arial','sans-serif'; font-size: 10pt;">(2) Who? **

<span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">As well, the **user**, may have instilled the need to buy chocolate with Fairtrade cocoa a requirement. In this example they are also the **initiator**. || <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">Although chocolate is a low cost product, the **initiator** will often have evaluated the product, then acting as an **influence**, persuade/influence a buyer or **decider** to commit to their decision.

As it is Fairtrade chocolate, the **initiator**, may be searching specifically for retail outlets which supply Fairtrade cocoa.

Alternatively, the **initiator**, may also be looking for a brand (rather than location) which uses Fairtrade cocoa or relative ingredients. || <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">At the point of purchase, depending on the situation, just the **purchaser** or, the combination of the **user, influencer** or **initiator** may be present. || <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">Re-purchase is influenced by the **user**, according to their satisfaction of Cadbury’s Fairtrade chocolate.

<span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">It may also be influenced by the **purchaser**, relative to price (as Cadbury hasn’t increased nor decreased the price). || <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">- Location  ||  //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;">Purchaser = //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;"> Shop, home, leisure
 * **<span style="color: #7030a0; font-family: 'Arial','sans-serif'; font-size: 10pt;">(3) Where? **

//<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;">User = //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;"> Shop, home, leisure (movies/ school /shopping)  ||  //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;">Initiator = //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;"> Internet, home, during leisure time (magazines). || //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;">Purchase = //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;"> shop <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">//Influencer =// Accompanying purchaser/ or on the phone to them. || //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;">User = //<span style="font-family: 'Arial','sans-serif'; font-size: 9pt;">Wherever chocolate is consumed. <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">//Purchaser =// Shop || <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">- Timing  || <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">For all, it can be at home or during leisure, during meal times, or perhaps when watching tv/reading magazine and coming across a marketing campaign. || <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">For the initiator it may be after talking to someone, or seeing an advertisement for Cadbury Fairtrade chocolate, or Fairtrade goods. ||  || <span style="display: block; font-family: 'Arial','sans-serif'; font-size: 9pt; text-align: center;">For the buyer it may be when they next shop.
 * **<span style="color: #7030a0; font-family: 'Arial','sans-serif'; font-size: 10pt;">(4) When? **

For the user, it may be after consuming the chocolate. || <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">- Description  ||   ||   ||   ||   ||
 * **<span style="color: #7030a0; font-family: 'Arial','sans-serif'; font-size: 10pt;">(5) How? **

__<span style="font-family: 'Arial','sans-serif'; font-size: 10pt; font-style: normal;">Brand Positioning by using Ries and Trout (1981) positioning steps: __
<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 10pt;">What position do you own? <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Currently, Cadbury is sitting at number one position in the confectionary market. Relative to the fair-trade market, in particular to the use of cocoa, Cadbury is yet to break in, however the little market segment which does exist lacks competition, accessibility, and value.

<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 10pt;">What position do you want to own? <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">In relation to Cadbury’s position in the Fairtrade cocoa market segment, Cadbury would like to be the leader within this product category, extending their already successful empire from commercial cocoa, to premium and morally conscious cocoa. In doing so, Cadbury will ideally satisfy the new additions to their audience; being humanitarian and socially conscious individuals.

<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 10pt;">Whom must you outgun? <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">Currently, within mainstream supermarkets (Coles, Woolworths etc), Fairtrade certified chocolate isn’t stocked. However, external to these corporations _place_ stock __brand___.

<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 10pt;">Do you have enough money? <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">As an already established, and leading, confectionary company, Cadbury certainly has the money to not only gain supply of Fairtrade cocoa, but also the resources (being people and money) to create marketing campaigns and strategies to advertise to, and influence consumers.

<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 10pt;">Can you stick it out? <span style="font-family: 'Arial','sans-serif'; font-size: 10pt;">The only threat to the Cadbury’s ideal Fairtrade conversion is the limitation of Fairtrade certified chocolate which does not come at an unlimited supply when taking into account the volume of chocolate that will be produced.

<span style="color: #00b050; font-family: 'Arial','sans-serif'; font-size: 10pt;">Do you match your position? <span style="background: none repeat scroll 0% 0% yellow; font-family: 'Arial','sans-serif'; font-size: 10pt;">??? = 4 Campaign Budget = <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">1. Percentage of sales method: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">In order to gain 50% increase in sales, Cadbury adopt an aggressive approach and because of fair-trade chocolate is a new product which is different from other means of coco products, and require advertising campaign with 5% to 7%. In year of 2009, the sales revenue is 50 million dollars and it will increases at least 6 percent next year. The campaign budget is based the expected sales revenue which is 53 million (50*106%) dollars. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Thus the budgeted ad costs should be 2.65 million to 3.71 million dollars. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">However considering the disadvantages of the percentage of sales budgeting method management team decided to adjust the allowable ad costs by deduce rental costs which is impact on annual profit. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">In this approach, Cadbury take 10% to 12% of budgeted sales, gross margin multiply each by the markup made on average transaction. The reported annual cost of occupancy, which including land and factory, is 2 million. And Cadbury head officials receive a marketing research report which indicates that the Cadbury’s gross profit is 40% of sales and hard cost is 60%. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Therefore budgeted advertising costs should be 5.3 million to 6.36 million. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">The gross profit is 21.2 million and hard cost is 31.8 million. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Which means the 40 percent margin represent a markup of 67 percent. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Thus the adjusted low budget is 3.55 (5.3* 0.67) million and high budget is 4.26 (6.36* 0.67) million. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">This after deduct the rental costs which is 2 million annually, the required ad budget is 1.55 million to 2.26 million. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">2. Objective and task budgeting method: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Cadbury campaign budget is made by following steps. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Step1. Establish marketing objectives: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Marketing share: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Apparently Cadbury is the number one chocolate block seller in Australia, so that it has more market share than any other competitors. Cadbury also produce fair-trade chocolate in a market that lack of competition, and easy to access. Thus Cadbury could gain marketing share effectively in fair-trade chocolate market by increase consumers’ awareness. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Sales volume: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Regarding the increase sales in Australia and New Zealand in the year of 2009, it increased to about 50% and above 50 million. Todd Stitzer Cadbury’s CEO claimed that looking forward to 2010 targeting revenue should be 5% to 7% increase. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Profit contribution: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Because of their sales volume is expected to increase by 4% to 6% annually profit is also expected to increase as consequences. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Step2. Communication function: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Cadbury could use two communication functions to increase market share, sales volume as well as profit contribution. Firstly, they can increase consumers’ awareness of fair-trade chocolate, let them know the differences from ordinary coco product and let them aware the fair-trade chocolate is more healthier than rest of them and good for the society. Secondly, by adjusting the products’ volume and price, Cadbury can provide consumers with affordable and valuable products. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Step3. Advertising role: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">The nature of Cadbury’s products is the chocolate is fair-trade, which aims to help producers especially in developing countries to have good trade conditions and good for the society for instance reject ideas of employ children labor as well as sweat shop. And the objective of advertising is increase consumers awareness of the fair-trade chocolate and improve public image of Cadbury. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Step4. Advertising goal: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Cadbury could establish goals as follows: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">1. Increase the awareness of fair trade chocolate from 20% to 75%. <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">2. Expand the percentage of survey respondents who rate Cadbury’s product are affordable, valuable and high quality from 30% to 50%. <span style="font-family: 'Arial','sans-serif'; font-size: 12pt; line-height: 115%;">Step5. Budget based on advertising goal: <span style="font-family: 'Arial','sans-serif'; font-size: 10pt; line-height: 115%;">Cadbury can invest 3.5 million in advertising campaign in order to gain more awareness of their products, enhancing public image among consumers. Hopefully consumers will understand fair trade chocolate is good for developing countries as well as child labours, and willing to purchase their product. And consumers will choose their chocolate due to better quality and lower prices compared with competitors. = 5 Campaign Target Audience Selection and Action Objectives =
 * Target Audience Delineation by Brand Loyalty
 * Primary TA
 * Secondary TAs
 * Action Objectives
 * Trial
 * Repurchase
 * etc
 * Creative Targets
 * Initiator
 * Influencer
 * Decider
 * Purchaser
 * User
 * Behavioral Sequence Model
 * What (decision stages)
 * Who (roles)
 * Where (location)
 * When (timing)
 * How (decision process)
 * **//__two pages By Katherine__//**
 * **//__two pages By Katherine__//**

The Target audience by Brand Loyalty Delineation:

There are two areas that would be useful focusing on in this campaign. The Brand loyal and the favorable Brand Switcher.These two parts of the market are to be informed of the new position that Cadbury is taking by embracing the Fairtrade Organization Label. (FLO). The leverage of these two parts of the customer base is large.

The Primary will be the Favorable Brand Switchers with the Secondary being the Brand Loyal.

The action Objectives are two fold, we want them to make sure the taste has not changed, trial, but also feel great about participating in the new FLO intention with re-purchasing being almost a good deed for the day.

Our Creative Targets are the Purchaser and the User.

Internet, TV, Childrens Magazines, Womens Magazines. ||= Mother sometimes with Children. ||= the Whole Family || the extra shops ||= After lunch. After Dinner. || Thinking about Chocolate having a Chocolate craving ||= passive, not often sought. ||= Supermarket primary. Milk Bar or Petrol Service station secondary. ||= Consumed randomly and often. ||
 * = What:Decision Stages ||= Need Arousal ||= Information search ||= Store Choice and purchase ||= Usage ||
 * = Who: Roles ||= Family (User) ||= Mother and Children (Purchaser and User) ||= Mother (Purchaser) ||= Family (User) ||
 * = Where: Location ||= Home/anywhere ||= Supermarket shelves,
 * = When: Time and Timing ||= anytime ||= all of the time ||= On the regular Shop, or even
 * = How: Description ||= Seeing Chocolate

= 6 Campaign Communication Objectives =


 * Category Need
 * Brand Awareness -
 * Brand Attitude/Preference -
 * Brand Purchase/Action Intention -
 * Purchase Facilitation

The Category need that a Family Block of Dairy Milk Chocolate is a Sensory gratification/Reward product. Although the Social Approval of the FLO classification offering makes this product more so of a Reward. Feeling good about the purchase on a social level may even counter act the feeling bad about the calories.

The Brand Awareness of Cadbury's Dairy Milk Chocolate is extremely high. Although the FLO is no where near as high, with the assistance of the power of the Cadbury Dairy Milk Chocolate brand, the FLO is likely to reach it's tipping point of awareness and become a powerful new aspect of environmental awareness and social change in our purchasing priorities appealling to the new demographic emerging of the LOHAS market (considered to be worth billions). There would have been many within the FLO that feel the decision of Cadbury's to move it's entire chocolate range towards the FLO objectives was a moment of clear victory in their quest for a better deal for the developing countries of the world.

There is substantial preference for this brand already, considered to own the top mind position for many years now, by many industry reporters. What will need to be communicated to the Brand Loyals and the Favorable Brand Switchers is that the taste is still the same, but now it has a more ethical flavor.

This campaign needs to communicate that there is a new reason to purchase this already fabulous chocolate, that is that is better for all the FLO reasoning.

"The Confectionery Manufacturers of Australasia found that up to 75% of all chocolate and confectionery sales are made on impulse." IBIS report C2172 Chocolate and Confectionery Manufacturing in Australia Industry Report.

This being understood by the industry means that the point of purchase promotion is paramount to this campaign. The In-Store promotion and the prominence on the supermarket shelves can and does make all the difference. The packaging will need to be fitting of the place of purchase. There will need to be a re-modeling of the current position of the FLO logo upon the packaging.

= 7 The Creative Brief =
 * __//one page By Katherine.//__**


 * Behavioural Sequence Model (covered previously)
 * Creative Target(s) identified
 * Initiator
 * etc
 * Primary Medium (advertising medium)
 * Secondary Media (advertising media)
 * Media Target (media / media vehicles selected nearly always based on demographic)
 * Target Audience and Action Objective(s)
 * Communications Objectives
 * Positioning Statement for the Campaign
 * Mandatory Content

__//ALL OF US//__