This was presented to Cadbury's various brand managers regarding how best to reposition an revitalise Cadbury Snacker's image within the selected target market.

1. Daniel Adidwa Tsakani Baloyi Vuyiswa Gama Cebo Mthembu

2. Research methodology Questionnaires In-depth interviews

3. Segmentation

4. Venus Ascending 26-33 years old University degree/Diploma Urban suburban Middle to high income Single or living with partner Health and image conscious Career driven Social

6. Research findings Majority of the respondents prefer regular chocolate bars in comparison to health bars. Those that purchase health bars prefer the Jungle Oats bar. The respondents that purchase Snacker say that they are happy with the way it tastes. Snacker would be ideal for individuals who are time strapped and health conscious but who are not willing to sacrifice on taste.

7. Key Issues Snacker is not perceived as a health bar. Snacker is viewed as an outdated, dull product that has not kept up with the trends. Snacker does not have presence within the health bar industry due to a lack of in-store and outdoor advertising and shelf presence.

8. Marketing Objectives To increase Cadbury Snacker’s market share by 7%. To intensify the distribution of Cadbury Snacker. To increase advertising and promotion of Cadbury Snacker. To revitalise and modernise the image of Cadbury Snacker.

9. Communication Objectives To increase awareness of Cadbury Snacker being a health bar. To reposition Cadbury Snacker as; A trendy health bar. Increase sales of Cadbury Snacker. To drive the core message of the “Phoenix” campaign. Inform the market that Cadbury Snacker will be sold within gyms and KAUAI stores. Get the public involved in the selection of the face of Snacker.

10. Phoenix Campaign

11. “Cadbury Snacker makes remaining healthy fun”

13. Advertising Radio 5 fm Y fm Metro fm 94.7 Highveld stereo

14. Advertising Outdoor Billboards Sequential street pole ads - Cape Town - Port Elizabeth - Durban - Johannesburg

15. Advertising Print Cosmopolitan Glamour Shape

16. Public Relations Personal trainers Companies’ Training day City to City Help shortlist the finalists of the face of Snacker

17. Public Relations Public Get the public to also vote via SMS. Win 1 years free membership at a Virgin Active of their choice. Opportunity to build a database.

18. Public Relationships Sustain Twitter account Facebook group - two way communication - tips and exercise guides - answering questions related to health - inform about Snacker promotions’

19. Sponsorship (face of Snacker) Put a face behind Snacker’s revitalised image Help reposition Snacker as a trendy health bar Target Market should identify with and look up to

20. Sales Promotion Sell Snacker in KAUAI stores Gondola isles Placed near breakfast cereals and muesli Increase shelf presence

21. “Cadbury Snacker makes remaining healthy fun”