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uk
Brand Positioning
Brand positioning involves creating a
position in the market place for a prod-
uct. Caf Cadbury involves providing
consumers with a 3D experience of the
brand in which they enjoy a premium
offer. Consumers are able to experience
the brand in a real physical environ-
ment. Caf Cadbury provides a warm,
contemporary, friendly environment
where customers can indulge them-
selves with Cadburys chocolate.
To secure this premium position,
Cadbury set out to differentiate the
experience from coffee shops and
chocolate retailers on the high streets or
in shopping centres/malls. The total
Caf Cadbury experience exposes the
customer to chocolate indulgence. The
emphasis is on chocolate, offering the
customer a range of products and expe-
riences they cannot find elsewhere.
The illustration across highlights that
the heart of the offer is the chocolate
experience delivered within the theatre
of a premium caf location. Supporting
this is a retail offer including chocolates
and gifts as well as takeaway products.
Brand values
Brand values are those things that a par-
ticular brand stands for - eg reliability,
quality, etc. In selecting values for Caf
Cadbury, a prime consideration was to
select values which reinforce the mes-
sage to customers choose Cadbury.
The key values are:
Premium - A premium catering and
shopping experience for indulgent
chocolate and non-chocolate products
in a quality environment.
High quality - The best coffee, unique
cakes and fresh baguettes.
Friendly service - Caf Cadbury staff are
trained to treat customers as guests and to
welcome them from the first minute they
enter the caf.
Novelty - The emphasis in product devel-
opment at the caf is on innovation
eg. spiced chocolate or a full size choco-
late football.
Celebrating Cadbury Chocolate - A
variety of dark chocolate is used, but all
of the milk chocolate delivers the real
taste of Cadburys chocolate.
Adult appeal - The emphasis is on
catering for adult taste, but because
children love Cadburys chocolate they
are also provided for with a childrens
meal packed in a Yowie gift box.
Relaxing - The caf provides a relaxing
atmosphere as a result of the friendly
service, the interior decoration and
general ambience.
Contemporary - The design and
atmosphere of the caf is modern, inno-
vative and dynamic.
Delivering
business objectives
In carrying out any business strategy it
is first necessary to create a set of
objectives to provide a clear direction
and to monitor success over time.
Four objectives were established in set-
ting up Caf Cadbury. These were:
to communicate Cadburys Master-
brand values, projecting a modern
and relevant image
to change public perceptions by
associating Cadbury with premium
special chocolate as well as
everyday products
to reduce Cadburys dependence on
traditional retail channels by devel-
oping alternative routes to market
to generate incremental income.
A number of measures were chosen
to track performance in meeting these
objectives:
the number of customers who walk
through the door
the number of diners
the media value of the site
quantified attitude measurements
for Caf Cadbury customers and the
local population to assess percep-
tions of the Cadburys Masterbrand.
The target market
It is essential to have a clear picture of the
type of people that make up your core
target market. Armed with this informa-
tion you can then select how to best reach
and appeal to this market. Following
Cadburys research into the Gifting
market, the company analysed market
research into the coffee bar and caf mar-
kets. Cadburys then carried out its own
research which confirmed that the caf
concept would particularly attract ABC1
women aged 25-45. This research has
been confirmed by experience.
Currently, 75% of customers are female
and 74% of customers are ABC1.
Choosing
the right location
Knowing the target market, Cadbury
was then able to research the right loca-
tions to attract 25-45 year old females
with high disposable incomes who
were regular caf users.
In addition, it was necessary to take into
account a number of business and practi-
cal criteria the location must have:
a prime site location in the main shop-
ping area of a city with 100,000 people
and an upmarket populative mix
Creating a new and exciting brand - Caf Cadbury
Introduction
Everyone knows about Cadbury and what it represents. The Cadbury
Masterbrand is the flagship for a variety of well known distinctive products
including Flake, Dairy Milk, Crunchie and Roses. Each of these products has
its own place in the public imagination because we have grown up with them
and they have associations for us with events in our personal histories. Since
1990, Cadbury has developed and implemented an expanding programme
of presence marketing as an effective way to promote the Cadbury
Masterbrand in the UK. The strategy has been to select high profile sites in
theme parks, shopping malls and airports to communicate Cadbury values
and increase the availability of products.
This case study examines the creation of a new and exciting brand - Caf
Cadbury - which shows how detailed thought has been applied to making
this a successful venture which extends the Cadbury reputation by providing
a high profile presence and by giving consumers even more reasons to
choose Cadbury.
The pilot Caf Cadbury was opened on 8th October 2000 in an attractive
three-storey 18th century Georgian building in the centre of Bath, a busy
tourist destination and World Heritage City. The location was carefully chosen
to position the new brand as a premium experience for the discerning
customer. Caf Cadbury is an exciting all day premium caf and gift
experience also offering a take-out service on the ground floor.
t he consumer proposit ion
bread
offer
hot
drinks
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past ries
savour
cakes
icecream
decorat ion fondue
t heat re
self-
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chocolat es
chocolat e
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gift s
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gift s
caf & t akeaw
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core offer
a double shop frontage for maximum
visibility
a high number of shoppers all year
round - average weekly footfall of
50,000, peaking 5,000 per hour
during the week and 10,000 per hour
on Saturdays
a size between 2,000 and 2,500
square feet
planning permission for catering and
retailing.
The building required a prestigious loca-
tion and character to support the luxury
and indulgence of the experience.
Getting this right was vital because
retailing and catering support each
other, for example:
the customers experience of high
quality, indulgent catering reinforces
the premium image of the retail
products they buy
restaurant-quality cakes and choco-
lates can be sold at higher prices in
this atmosphere
when customers try products in the
cafs seating area or Cadbury
Lounge, they may wish to buy them
as gifts and take home purchases.
Cadburys aim is for customers to
aspire to eat and shop in Caf Cadbury,
so the view of the shop frontage is
important. A double frontage is ideal so
that people can see, at a glance from the
street, the range of products and ser-
vices by looking in. Outside seating
also draws attention to the food and
drink offer.
Design guidelines
Design is always important. The design of
Caf Cadbury seeks to make sure that cus-
tomers enjoy a unique, shopping and cater-
ing experience as they make their journey
around it from entrance to departure:
Efficient links between back of house
facilities, support and the front of
house are needed to service the needs
of customers.
Once the customer enters the retail area,
the counter and its displays are clearly
visible serving both the retail and take-
away products. The counter is designed
to appeal to adults and is sophisticated
and modern, made of warm cherry
timber and trimmed in clean stainless
steel. As the customer walks over the
timber floor, their footsteps add to the
hard-edged, busy sound in this part of
the Caf Cadbury. The customer moves
on to browse the retail display fixtures.
These show premium chocolate and
non-chocolate offers.
From the retail area, clear signage
encourages a visit to the caf area
upstairs. A recording of caf noise is
played at the foot of the stairs to reassure
customers that there is activity on the
first floor. A range of music plays in the
caf including jazz and soul to reflect
the tastes of the target market.
At the counter the customers choose
from a tempting range of cakes,
savoury food, ice- cream and drinks,
served by friendly employees. Most
customers stay in the caf area for 15-
20 minutes.
When the customer wants an even more
indulgent experience, signal points are
to the lounge area. The furniture is the
strongest demonstration of the lounges
distinctive identity. A combination of
the soft chairs and low tables creates a
special, related feeling of being in some-
ones lounge at home.
When the customer leaves Caf
Cadbury, their purchases are packed
in branded bags as a lasting reminder of
the experience.
Corporate identity
As a flagship for the Cadbury
Masterbrand the interior and exterior of
the Cafs are designed to communicate
the brands distinctiveness, that it is
part of the Cadbury family.
The Caf Cadbury corporate identity
is made up of three related design
elements:
Cadburys Masterbrand
Caf Cadbury logo, colour palette,
typographic style and image palette
Caf Cadbury icons which help to
illustrate and signpost the total offer.
These design elements are used care-
fully within the caf environment to
provide a strong and consistent image.
Positioning the offer
Everything about the caf needs to
reflect the requirements of the target
market. For example, the menus are
carefully tailored to the requirements of
the target audience at different times of
the day. The savoury menu contains
freshly baked baguettes with innovative
fillings and hot panini. The cake menu
includes a range of fresh cakes and
there is a wide choice of ice-creams all
served with Cadburys chocolate.
There are all sorts of categories of retail
products including:
Traditional/familiar eg Cadburys
Dairy Milk, Roses and Milk Tray
Chocolate experience eg liquid
chocolate fondue and truffles
Indulgence/gifting eg champagne
hearts
Self-eat eg fudge ranges and
ice-creams
Novelty/kids eg full size chocolate
footballs.
Prices charged in Caf Cadbury are
slightly higher than in coffee shops like
Starbucks to reflect the premium posi-
tioning of the brand.
Operating
Caf Cadbury
Caf Cadbury is not run by Cadbury.
Instead Cadbury pays a fee to an inde-
pendent operator to run and staff Caf
Cadbury. This means that Cadbury are
able to control the quality of the caf
without being drawn into the day-to-day
operation. An Operators Agreement was
drawn up which includes the perfor-
mance criteria which guarantees that the
caf will meet with the objectives estab-
lished by Cadbury.
Conclusion
Cadbury is one of the best known
brands in the world today. It is a brand
which is associated with high levels of
quality and customer satisfaction. The
ongoing growth of Caf Cadbury pro-
vides a flagship that further helps to
enhance the reputation of the Cadbury
Masterbrand. At the same time, it pro-
vides customers with the opportunity to
indulge themselves in the enjoyment of
high quality products in a welcoming
environment.
5 What measures are being used
to monitor the success of Caf
Cadbury?
4 Why was location an important
factor in the marketing mix for
Caf Cadbury?
3 Why is Caf Cadbury targeted
primarily at ABC1 women?
2 What factors give Caf Cadbury a
distinct advantage over rivals?
1 How does Caf Cadbury help
Cadbury to build its brands?
ABC1: Wealthy consumers (categories according to occupation).
Brand Positioning: Selecting a suitable position in the relevant market
for a particular product.
Masterbrand: The umbrella brand covering a stable of other brands
eg Cadbury is the Masterbrand of Caf Cadbury, Cadburys Roses,
Cadburys Flake, etc.
Media value: The extent to which something attracts media attention,
and hence publicity through the TV, the press, etc.
Objectives: The ends which an organisation works towards achieving.
Premium: Selling for an above average price, offering higher quality.
Presence marketing: Alerting the market to the existence and strengths
of brands by having a presence at important locations and events eg
having an outlet selling a range of Cadbury products at a major sporting
event, or Cadbury World a themed experience outlining the history of
the business.
Quantified attitude measurements: Measurements of what people feel
or think about something.
Strategy: Long term plans.
Target market: The section of the overall market that is selected and
focused on.
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