The final wrap up

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