Marvellous Creations Campaign

1. Marvellous Creations
Tri, Alexander, Mitchel, Richard

2. Issues Identified within the campaign
• 3 Key issues with the current campaign
• Firstly similarities with key rival ‘Nestlé's
Wonka Campaign.
• Secondly a distinct lack of any
communications addressing a negative social
perception.
• Lastly a limited scope of the target market.

3. Similarities with ‘Wonka” campaign
• Key aspect of the “Marvellous
Creations” product line is
differentiation using key themes
from Willy Wonka and the
Chocolate Factory.
• Similarities with Nestlé’s
“Wonka” products.
• Promote similar values in
innovation and colour (most
notably the colour purple).
• Comparable websites, both
aiming to integrate juveniles into
their marketing efforts through
games, music, and animation
techniques.

4. Perception by society
• We have identified an issue with
cadbury’s social perception.
• Important to avoid the negative
vibe of junk food as a chocolate
producer.
• The image of a negative impact
both on the environment and
on society through peoples
health.
• Not going to shake the
unhealthy tag but can address
the issue similar to McDonald’s
and contribute positively to the
community.

5. Target Market
• Limited scope of the current target market.
• There is the potential to also appeal to older demographics.
• Currently there are limited attempts, to reach out to older demographics.
• Adults between the ages of 30-60 provide the target demographic the means with
which to purchase the product.
• A greater attempt to provide value for older demographics represents an
opportunity to increase sales numbers..

6. Strategies to improve the campaign
• We have come up with 3 key ways to improve
the marvellous creations campaign.
• Firstly utilising a strategy of focused
differentiation.
• Secondly by improving the perception of the
product amongst potential consumers.
• Lastly by expanding the target market whilst
maintaining the core campaign message and
values.

7. Focused Differentiation
• One of Cadbury’s biggest challenges is the on-going
need to differentiate their product.
• One key aspect is the substitutability and homogenous
nature of confectionary.
• Critical Cadbury seeks to increase the power and value
of the “Marvellous Creations” brand through
alternative means.
• A tactical alteration of the colour scheme would further
separate the product from Wonka’s.
• One solution could be using a significant colour and
pattern for each different “Marvellous Creations”
product, whilst retaining the important purple.

8. Improve Perception
• There is a perception that chocolates have a negative impact on society,
through their impact on health and the environment.
• From a Corporate Socially Responsible perspective Cadbury’s could donate
a certain percentage per sale of Marvellous Creations chocolate bars.
• McDonalds have improved their perception through the Ronald McDonald
House.

9. Expanding the Target Market
• An advertising campaign targeted
at parents and grandparents
could assist in expanding the
target market.
• The promotional line “Joyville”
could be extended to include
older markets, by promoting the
joy cultivated in family situations.
• Bring joy to situations such as
Christmas, Easter and other
family holidays.
• A way to enable
grandparents/parents to connect
with their children.

10. Web Communicational Tools
• Social Media-
– Advertise new strategies through incorporation
into existing campaigns, a consistent coherent
message.
• Website-
– Expanding Target Market- Incorporate messages
aimed at an older demographic, develop from the
current child focused offering.
– Social Perception- Incorporating a message on
existing website outlining charity donation policy.

11. Traditional Tools
• TV Ads-
– Expanding Target Market: Run ads emphasing the joy the product
brings and its use in family situations such as weekly dinners.
– Show it being given by parents/grandparents to children, a means
to connect and bring joy.
• Product Design-
– Differentiation: Changing packaging to be further from Wonka’s
offering
– Social Perception: Packaging outlining the charity donation
campaign to get the message across they are positively
contributing to society.
• Magazines-
– Use magazines to appeal to the older demographic, e.g. gardening
magazines.
• Synergy between Cadbury brand and marvellous creations
product.

12. Summary
• A confined target market> Develop
communications with older demographics> Using
both TV ads and magazines.
• A negative Social perception> Develop a program
linking sales to supporting charity> Outline this
on the existing website and alter packaging
design.
• Lack of differentiation> Employ a strategy of
focused differentiation> Outline in existing
advertisements as well as changes to product
design.