MARK333 Case Study 1 Print This

Q1. The reasons for the “Thank You” campaign worked successfully because Cadbury able to meet the consumer needs by taking different approach. Cadbury’s main target audiences are chocoholic and women. As chocolate is an indulgence, the combination of chocolate with biscuit will make the people eat chocolate yet feeling less guilt. Through this campaign, Cadbury was successfully increased brand awareness to the product and changed the consumer behaviour and attitude toward the brands.
Q2. From my opinion, the reason why it will be successful is the outshine brand of Cadbury. Because of the Cadbury is the brand that been long time in the market, therefore it is giving a well confident to the consumer. When the advertisement of Cadbury’s chocolate is out to the market, it will increase the demand of their brands chocolate. While the demand of market is increasing, the supply also need to be increase. Thus, the retailer will ask for more supply from the Cadbury. The advertisement was killed two birds with one stone, it was not only helping to outshine the Cadbury’ brand awareness to the consumer yet it also helped the retailer to increase their sales of the Cadbury’s chocolate. At last, advertising is the best way to promote the product or services because it always making the win-win situation between the organization and consumer.
Q3. “Chocoholic” which means person who is addicted to or very fond of chocolate and it also means that nine out of ten chocoholics are women.
Cadbury tends to bring out a message to their targeted audiences that the chocoholics don’t have to feel guilty anymore when they are eating chocolate because Cadbury has made an improvement on its chocolate, a digestive biscuit covered by Cadbury milk chocolate. Therefore, the chocoholic can have it in healthier way. Besides, apparently Cadbury has applied the ‘persuasive appeals’ in the communication where it goes through media in convincing women to try the new product- chocolate digestive