THE FINAL WRAP!
According to Blech, Belch, Kerr
and Powell,(2012, pg34) the wide range of marketing communication tools such as
advertisements, sales promotions, experiential marketing, public relations and
internet marketing must be coordinated to optimise communication effectiveness
and present a consistent image to the target audience. I believe that Cadbury
have successfully achieved the objective with their Cadbury Joyville campaign
so far.
As showcased in earlier posts,
Cadbury have utilised various sources including new media to cut through with
their marketing messages. In particular Generation Y, for a product which is
low risk according to cost, they would respond to this form of advertising positively
as “they prefer to encounter marketing messages in different places and from
different sources” (Beclch, Belch,Kerr Powell 2012, pg
34)
In terms of consumer behaviour,
through the Joyville Campaign, Cadbury is primarily promoting the brand as
opposed to a particular product within the range. As the Cadbury brand has very
strong brand recognition, it would most likely be in the consumers evoked set. The
Joyville campaign has been successful in targeting a consumer’s social needs in
the sense of belonging and love through the reference to joy, what brings joy
in the consumer’s life?
In particular incorporating the
experiential element to the campaign, it is assisting in creating talk ability
around the brand as well as gaining PR buzz. By bringing a tangible link
between the concept of ‘joy’ and ‘chocolate’ with the ‘Special Delivery’
promotion, consumers can see the strategy of the advertisement come into fruition.
According to BandT.com.au (2013) the
strategy behind the campaign was to bring the product back into the centre of
the marketing experience, as well as increase sales and share targets.
Ben Wicks, GM Marketing for
Cadbury stated that through the success of the campaign “they have succeeded projected
annual sales as well risen by 10% since
the launch of the campaign” (BandT. 2013)
I believe that not only has the
Joyville campaign been a success in regards to profitability to the company,
but also has successfully introduced the public to the magical world of
Joyville, and have created a holistic platform which is engaging to the
consumer to launch products in the future.
References:
Cadbury Joyville to make Easter return, BandT.com.au, 2013,. available http://www.bandt.com.au/news/advertising/cadbury-s-joyville-to-make-easter-return (accessed 22 March 2013)
Belch,G, Belch, B, Kerr, G, Powell, 2012, Advertising, An Integrated Marketing Communication Perspective, McGraw Hill, Australia
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