Cadbury`S World Case Study free essay sample

Segmentation of the Cadbury’s World target market is based not only on age, but also on social, economic, demographic and psychological factors. Using data from the Target Market Profile Sheet and looking at the lifestage segmentation it can be concluded that Full Nesters are more likely to visit Cadbury World because of children’s attractions. Also, the consumers’ activities, interests and opinions are a very important factor in defining this venue’s target market. On studying the Profile Sheet it can be seen that people who enjoy recreation and visiting educational as well as entertaining new venues or family activities like going to museums or theme parks would probably consider this particular venue. Therefore, the main target market for Cadbury World is families with children but also tourists, couples with no children and students. (134) A2 What makes Cadbury World unique is not only being the only chocolate factory in the UK but also because of its range of activities that are provided within the tour of the venue. In comparison with the National Sea Life Centre, another tourist attraction in the same field, the venue offers its visitors the opportunity to explore and discover the history of chocolate, learn about the origins and story of the Cadbury business one of the worlds largest confectionery manufacturers and see how their favourite chocolate is made. During this tour, visitors can write their names using fresh liquid chocolate and also taste free chocolate samples that the staff offer. Therefore, the chocolate smell, the various sets that make the tour seem like a journey and the fun atmosphere of the various sets presented created especially for children make Cadbury World’s visitors want to return. (139) A3 The most suitable area that Cadbury World should use to promote its product is the â€Å"Above the line† Media. Two of the most appropriate mediums would be television and magazines because they can both reach the main target effectively. This venue’s main target market is families so the average one is likely to have at least one TV and read at least one magazine monthly. 65) The greatest advantage of using television is reaching a large audience regardless of age, sex , income and education level. It also has a great effect on the viewer because it not only conveys a mood or image of the brand but is also remembered if catchy slogans or heavy repetition are used when transmitting the message. Also, TV commercials use most human senses without touch and smell so it can abound in colour, sound and movement. Moreover, it is very powerful and can touch the viewer emotionally if made in a creative, active and dynamic way. Because of these benefits, this type of advertising is very popular among companies. However, there are also some disadvantages of this medium. Apart from presenting the viewer with limited information about the product, it is also the most expensive means of advertising. The costs of producing a quality commercial are considerably high and transmitting it for only thirty second or less can be even higher. In addition, viewers dislike some commercials that are shown too frequently and change channels which means a decline in effectiveness. Therefore, although it is perhaps the best way of reaching the target market is also the most expensive one. (201) Magazines are also a very good means of advertising and have the quality far superior to that of newspapers because of the use of colour and excellent print quality. This makes them have a long life span compared to TV and radio that are characterized by fleeting messages. Magazines also have the ability to reach a specific target audience which in case of Cadbury World is mothers and also children if the advertisements are presented in children magazines. Consumers are more receptive to advertisements in magazines than in any other medium. Another important advantage is the reading of the magazine which provides more detailed information about the product at a less hurried pace and there is also more opportunity to examine advertisements in detail. Advertisers can also use gatefolds which enable them to make a striking presentation by using a third page that folds out and gives the advertisement an extra-large spread or insert product samples to increase credibility. Although all these advantages are considerable magazines have certain drawbacks too. For example, advertising companies are expensive when it comes to being creative and spend a long time when setting up an advertisement which can vary between three to four months. The law frequency and less reach are also important disadvantages. However, in the case of Cadbury World demographic segmentation comes in hand. If the advertisement is placed on Sunday magazines supplements that cover the area near this venue, the main target market would be reached more efficiently and the production would be cheaper. These two â€Å"Above the line† mediums are appropriate in terms of efficiency and coverage of the Cadbury World’s target market. Both of them use visual images and color which create dynamism and have a greater impact on the viewer. Moreover, they raise awareness of the product and by offering an overall image of what the product stands for. (578) Conclusion B1 The two main â€Å"Below the line† Media that Cadbury World uses to promote its product are a promotional leaflet and a web site and both of them are efficient mediums in terms of cost and information provided. In comparison with the â€Å"Above the line† Media, leaflets and websites are easy to produce and have a good quality cost and companies have the opportunity to provide the viewer with detailed information about the venue. Leaflets are booklets which can fit a pocket or diary or the purse of an individual. Even if they are distributed in streets, there are lots of chances for the individuals to carry them home. Leaflets can be simply handed out in the streets directly to people or inserted in newspapers, magazines or left in shopping malls, restaurants, cafeterias, etc. The major advantage in leaflets is not being constrained by space. The ideas can be expressed in an adequate space with striking graphics. The leaflet is permanent and the message will not change unless it is physically altered. Furthermore, leaflets are small in size and can be carried to homes creating opportunities for being read by more than one person. As a result, it also gives adequate time to read and understand the message at the leisure time of each person at home. It can be reread for reinforcement. The major disadvantage that companies face when choosing this medium is that they need to be careful in creating the image of the brand because leaflets have to show benefits of the product advertised and not features. Moreover, producing a leaflet can be quite expensive if made in a large format. Another â€Å"Below the line† Media that Cadbury World uses to promote its venue is the website. Because these days consumers spend more time on the internet than on traditional media such as television and radio, the best way to reach the target market and raise awareness of the product is building a website. Companies can reach a wide audience for a small fraction of traditional advertising budgets and the nature of the medium allows consumers to research and purchase products and services at their own convenience. Therefore, it not only provides detailed information about the venue but viewers can also buy the products. The website may also contain interactive animations, activities or graphics that increase the costumer involvement and satisfaction. Moreover, creatively designed sites can enhance a company’s image, lead to repeated visits and positively position the company in the consumer’s mind. Also, the site can be updated to always provide the latest information. Although is the fastest means of acquiring useful information about Cadbury World, the internet also has its disadvantages. For example, companies that have websites face clutter. Because of the high number of advertisements and websites, it may be difficult for researchers to locate, especially if there are many similar sites. A connection to the web is needed to access the information, which will be impossible if a computer and connection is not available. Lastly, the site may go down or the computer may crash which causes the loss of information.