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Marketing Case Study
Cadbury Adams – Crispy Crunch
Cadbury Adams – Crispy Crunch

Marketing
Instructor: Shawn Hnidy
Student: Michelle Newton
Case Study
4/5/2012
Marketing
Instructor: Shawn Hnidy
Student: Michelle Newton
Case Study
4/5/2012
MN
A Marketing case study on Cadbury’s new advertising campaign for the Crispy Crunch chocolate bar.

MN
A Marketing case study on Cadbury’s new advertising campaign for the Crispy Crunch chocolate bar.

Executive Summary

Crispy Crunch’s main problem is that they haven’t advertised their product in many years. Since then the target market has changed a lot and has a very high multi-tasking behaviour. It is hard to pin point the exact needs and wants of this culture anymore except for one thing, they are all very technologically routed. With the internet at our finger tips, TV whenever we want, and smartphones in everyone’s pocket. That is the only thing you can really count on this day in age.

The chocolate bar market is mature and experiences only modest growth annually. There are 4 major players all with similar marketing strategies; find something unique in the product and promote it. Chocolate bars can be found in the same locations and are sold at very similar prices so they must use marketing communications to distinguish themselves. Crispy Crunch has had little to none in the last five years.

Crispy Crunch’s goal is to break into the top ten again and increase market share from 3.5% to 4% within 12 months. The current awareness of Crispy Crunch is 35% among the target market, which must increase significantly in order to increase market share and profits.

My main recommendation is to reach out to the target market using the only real linking factor among them; the internet. I think rich media is the best way to reach this audience because it makes use of technology and is available to audiences of many different tastes and lifestyles at all hours of the day.
Problem

How does Crispy Crunch increase its awareness among the target market so
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