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Cadbury Schweppes PLC

C/M/189. Cadbury advertising and promotion campaign

WORDS:
4000
ADD-ONS:
Slides
DATE:
2005
PRICE:
49.99 GBP

This paper performs advertising and promotion campaign for Cadbury brand diary product together with the Children Heart disease charity Federation. The brand synergy with the charity federation was performed in order to gain back Cadbury's credibility after the criticism of previous chocolate campaign, which was said, encouraged children to obesity. This promotion campaign would help to create trust to Cadbury brand as children health caring. The promotion campaign was developed through the following stages: firstly, the UK diary product market situation was explored in terms of the product value and volume, the key consumer's age groups and the age trends, the main competitors and their market shares. Next the campaign's objectives were defined. Then, the advertising activity was developed. Sales promotion, PR and publicity activities were also evaluated. Budgeting was calculated with the account for media tools choice and promoting activity frequency. The campaign integration against the objectives was developed, and post - campaign measurement was performed. Finally, a short conclusion highlighted the report's key issues.

 

KEYWORDS: cadbury, advertising, promotion, campaign,

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