The latest Cadbury new passion fruit chocolate will still choose the classic highly appealing purple

color for packaging. With the world-class chocolate manufacturer, the Cadbury prefers creamier chocolate and builds the positive perception from Australia local customer. However, the customer may doubt the freshness by no preservatives guarantee and the fresh dried passion fruit. It also a great chance for the Cadbury to take more market share by implement the new product freshness goal.The new released passion fruit chocolate providers the new premier market for Cadbury not just for the Australia local market also expand the overseas market with the Oceania-style passion fruit flavor. For the passion fruit chocolate itself, the high-end market position may cause to fail to penetrate market by competitors offer lower prices in retaliation. However, the marketing strategy will aim the raise the awareness as the solution to solve the problem.

2) PEST a) Political = health legislation can effect on the chocolate marketing b) Economic = annual report. Economic growth leads to higher chocolate consumption. Business cycle issue c) Sociocultural = people are more aware of obesity, diabetes, calories counting d) Technological = internet marketing, use facebook to distribute samples 3. Customers and competitors Customers: How your marketing is will respond at each stage?: -problem recognition: who is the target market? Women, health conscious, young people, men -information search: online, youtube videos , on stores, , tv - evaluation of alternatives: introduce the features of the product - product choice: packaging, image enhancement - postpurchase evaluation: feedbacks 1800 line, survey, competitions (25 words)vid Include 1 internal influence, 1 external,1 social : 1. (Internal)Perception : Customers have good perception for Cadbury 2. (External) Physical environment: time (winter) -> eat more 3. Social -> culture: Australians eat more chocolate - Segmentation: a) Demographics : Age, gender, income, family structure b) Geographic : NSW, ACT, VIC c) Behavioural : easter (usage occasion) d) Psychographics (VALS) : experimenter, striver, innovator Targeting Marketing: Competitors: 2 Maps : Product and brand competition: NESTLE kit kat, Mars Bars

SMART objectives: What you want to achieve as an overall company and as marketing department and how you will measure it (if u want 5% increase by the end of the year): Specific: raise awareness, increase market share and product loyalty. Measureable: 5% market share in chocolate bar market segment (Cadbury at the moment has 35% confectionary market share) Attainable: Advertising, samples Realistic: Cadbury production equipments Time Frame: 6 months for awareness, 2 years to achieve 5% Any market growth strategies:

Industry Analysis & Industry Trends The Australian Chocolate and Confectionery Manufacturing industry has remained resilient despite a recessive economy, falling disposable incomes, volatile commodity prices and increasing import competition. The advent of the health-conscious consumer has required producers to be innovative with their product lines and adapt them to changing consumer trends. In the five years through 2011-12, industry revenue increased at an annualised rate of 2.2%. Revenue growth is also expected to grow by 2.2% in 2011-12 to $3.08 billion. The high level of value addition during the production process has enabled the industry's major players to maintain high profit margins and perform well in spite of recessive economic conditions.... purchase to read more Industry Report - Industry Locations Chapter Chocolate and confectionery manufacturing is primarily concentrated along the eastern seaboard. It is estimated that approximately 77.8% of production facilities will be situated in the three states of New South Wales, Victoria and Queensland. New South Wales is estimated to account for the majority of establishments with 38.1%, in addition to 33.5% of all employees within the industry. Victoria is expected to account for 24.6% of all industry establishments and 26% of all industry employment. Confectionery manufacturing tends to develop in metropolitan areas. Of those employed in the industry, approximately 80% work in cities... - Marketing variables (900words): i) Products (p184) Core products: boost of energy, tasty, happiness (snack) Actual products: packing, branding, feeling, shape (rectangular bars or other shape)

Augmented products: tool free customers tele phone line and nutrition information and Cadbury product quality guarantee, easy-open packing, heat resisting packing ii) Price :( price objectives p.223, pricing strategy and tactics) Develop pricing objectives: market share 5% increase of the total revenue, profit (target), maintains low-end pricing to discourage new entree, alter price levels to match customer expectations. Image enhancement Choose a pricing strategy: new product pricing (penetration pricing and trial pricing) Develop pricing tactics: pricing bundling (bundle with Cadbury chocolate bars) iii) Promotion: (promotional mix elements will you use? And why?) Introduction stage, build awareness of our new chocolate product and encourage trying our product, pushing strategy (ads, in-store promotion) What type of Appeal and why? Quote: Falling love this summer with new passion fruit chocolate. Reward strategy. What media and or location will you use and why? TV, online, billboards, in-store promotion, Cadbury mailing list iv) Place: Supermarket, vending machine, convenient store, newsagency, patrol station. (Distribution system) - Implementation time frame 1. When the product will be introduced and when changes will be made 2. The timing of any changes to the pricing 3. When each IMC activity will be introduced, where and through what specific medium. For example if you are conducting TV advertising, at what date time TV station and show will it be placed 4. If there be any changes in the distribution strategy. At what times will the product be available for the consumer to purchase.