The document discusses Cadbury Mini Eggs and strategies to market them year-round instead of just during Easter. It includes insights from consumer research showing many people stock up on and hide Mini Eggs throughout the year because they love the product. The proposed strategy is to communicate that Mini Eggs are now available all year so consumers can enjoy their favorite treat anytime without feeling guilty. A TV commercial is suggested to show someone who stockpiles Mini Eggs happily buying them year-round now. The goal is to increase awareness of year-round availability and make Mini Eggs a top impulse chocolate purchase.

2. Christine Ma
Elena Klymenko
Josh Skinner
Paulina Ortega
Taeko Uchida

3. Introduction

4. Key Issues
• Consumers are not aware that Cadbury Mini Eggs
are available all year.
• Keep the “specialness” of Easter.
• Make consumers excited about buying Mini Eggs
throughout the year.

5. Marketing Objectives
Entrench Mini-Eggs all-year round
(in and out of season).

6. Competitive
Analysis

7. Situational Analysis
What are Cadbury Mini Eggs going up against?
Compare similar products: non-bar form, candy shell.
- Worldwide recognition with large
exposure from sponsorships.
- Higher-end chocolate brand
personality. Artisan chocolate image.
- Nutritious treat for kids with a prize inside
as a creative challenge.

8. Perceptual Map: Price vs. Portability
Expensive
Messy Portability
Inexpensive

9. Perceptual Map: Personality vs. Packaging.
Sophisticated
Loose Individually
pieces wrapped
Playful

10. Perceptual Map: Chocolate Content vs Texture.
Pure Chocolate
Creamy Crunchy
Mixed Chocolate

11. Market
Situation

12. SWOT Analysis
Strengths:
• Unique loved flavour and texture that combines creaminess
and crunchiness
• Strong brand equity
• Positive brand image
• Established distribution channels
• Convenient package size
• Loyal consumer base
Weaknesses:
•Perception as an Easter product- low awareness of all year
availability

13. SWOT Analysis
Opportunities:
•70% prefer milk chocolate, more chocolate consumed during winter
•There is a demand for Mini Eggs year round availability
•Technological and communication platforms development- easy to
connect to consumers in a new meaningful engaging way
•Co-branding, partnership with Tim Horton or McDonald's
Threats:
•Constant competition among bite-size and other impulse purchase
chocolate
•Cluttered market and advertising space
•Aggressive competitors reaction
•Year round availability MAY cause loss of specialness

14. Primary Research: Survey
"Oh thanks, now I 50% Flavour is the most
am craving Mini important factor when
60% eat chocolate Eggs!" they buy chocolate.
more than twice a
week. 95% women 25-
49 50% Cadbury mini
eggs are special
70% Snack when: because of their
hungry, bored, flavour, texture and
tired, stressed. Easter.
40% eat mini eggs to 50% would eat mini
cheer up themselves eggs more often if
30% for comfort. they are available all
year
Favourite childhood
50% associate mini-
memories: games,
eggs with Easter and
outdoors, trips.
childhood memories. Sample: 38 women 25-49 y.o.

15. Primary Prospect Profile
Snack
Efficiency
when feel
“Cadbury mini hunger,
eggs are boredom,
special stress Timeless
because their style
House owner
flavor, texture
and the Easter Full-time
spirit” employed
“Are they
available all- University
year-round?- certificate
Sweet!” Decoration
In home Susan is
celebration 37, married to
Peter, a
mother of
two kids:
Christine 4
and Josie 7 Outdoors

16. What do real people think?

17. They stock

18. They hide

19. They don't share

20. They go crazy

21. They feel guilty

22. Opportunities: Non-Target
Insights:
• Chris, 36, male, credit and contract manager.
• Stocks up on Mini Eggs for 3 months so that he is never without.
• Has a amazon.com seller who provides him with the candy during off-
season months.
• Enjoys the crunchy shells contrasted with the solid milk chocolate.
• Feels that Cadbury chocolate is more “flavorful", “sweeter and
creamier, and yummier” than a competitor like Hershey’s.
• Seasonal tone of candy does not matter to consumer.
• Would eat Mini Eggs all the time if could.
Opportunities:
With year-round availability, Cadbury Mini Eggs has the business of someone
like Chris who is a loyal fan of Mini Eggs and will buy and eat the product
regardless of seasonality. Chris will no longer have to stock up on Mini Eggs
when it arrives on store shelves during Easter and he will not have to ration his
supply throughout the year.

23. Strategy

24. Insight
I feel a little bit guilty when I eat by myself the piles of Cadbury Mini Eggs
I stocked during Easter. I have them hidden to save them only for me
and make them last the longest.
I can’t help it, I love them!
Susan, Toronto ON.
9 kg Mini Egg Bag.

25. Desired Behaviour Change
Current Desired
Build a stock of Buy them all year
Do Cadbury Mini Eggs to round.
make them last all Chose them over other
year round. bite-sized chocolates.
Think - Love Mini Eggs - Happy to enjoy their
Feel - Urgently shop during favourite treat
Believe Easter because they regardless of the time
won’t find them later. of the year.

26. Communication Strategy
Raise Maintain
Awareness Engage
Social
TV Mobile
OOH Media
Print
Digital Print

27. Advertising Objectives
Objectives
• To reach 80% awareness of Cadbury Mini Eggs year-round
availability in Y1.
• To position Cadbury Mini Eggs among the Top 5 chocolate
treats in the impulse segment.
Strategies
• By using a funny light-hearted real-life situation with playful
tone that will resonate with the target.
• By communicating in a straight-forward way that our
consumers can enjoy their Cadbury Mini Eggs all year round.

28. Creative Strategy
Key problem
• Cadbury Mini Eggs fans think they are available only during
Easter.
Creative Objective
• To replicate the specialness of Easter Mini in the everyday.
New Brand Positioning
• “You don’t need to stock and hide your favourite Mini Eggs
anymore! They are now available all year round for your
enjoyment…You can even share them.” (mEGGa pack).

29. Creative Strategy
Consumer Benefit (USP):
• “Have your crunchy creamy Cadbury mini any season of the
year!”
Tone and Manner:
• Playful, irreverent, inclusive and funny.

30. Insight
I feel a little bit guilty when I eat by myself the piles of Cadbury Mini
Eggs I stocked during Easter. I have them hidden to save them
only for me and make them last the longest.
I can’t help it, I love them!
Susan, Toronto ON.
9 kg Mini Egg Bag.

31. Desired Behaviour Change
Current Desired
Build a stock of Cadbury Buy them all year round.
Do Mini Eggs to make them Chose them over other
last all year round. bite-sized chocolates.
Think - Love Mini Eggs
- Happy to enjoy their
Feel - Urgently shop during
favourite treat regardless
Easter because they
Believe of the time of the year.
won’t find them later.

32. Communication Strategy
Raise Maintain
Awareness Engage
Social
TVC Mobile
OOH
Media
Print
Digital Print

33. Creative Execution

34. TV Commercial
• Insights:
• stockpiling
"That's me!" • year-round
availability
• happiness
• egg hunt
Fun, quirky

35. Key Visual
Availability
Appetite Appeal
Call to action
Branding
Emotional trigger

36. Digital Strategy

37. App

38. Media Plan
• To target W25-49 most effectively.
Role of • To assist with building awareness of all year round Mini Eggs
Media nation-wide.
• To focus the campaign after Easter.
Plan
•By using television as the priority medium for its
high reach. TV will receive 45% of funds.
Strategies •By purchasing magazine space as a
supplement and schedule extension.
•By placing out of home advertisements in the
priority markets: Toronto and Montreal.
Plan Fulfills
Role

39. Target Group: Media Habits
W25-49
TV (22hrs/wk)
In-town Travel:
108km/wk
Radio
(14hrs/wk)
Public Transit
(2/wk)
Magazines
Mall Visits Newspapers (5 issues/mo; Internet
(2/wk) (4/wk) 1hr/wk) (8hrs/wk)

40. Media Habits
• Average consumers of television, magazines, radio,
and shopping at the mall.
• Less likely to take public transit, drive long distances.
• Moderate internet users.
Average Weekly Media Consumption Usage
Television 22h
Radio 14h
Magazines 1h
Internet 8h
Daily Newspapers 4/week
In-Town Travel 108km/week
Mall Visits 2/week
Public Transit 2/week

41. Where are they?
47%
23%
12%
Source: PMB 2010--2 Year Study

42. Major Cities
Source: PMB 2010--2 Year Study

43. How do we connect with Susan?

44. Expenditure

45. Media Recommendation
• 3hrs/day spent on TV
• Ontario (47% of target in Ontario)
• Specialty (for National Coverage)

46. Media Recommendation
•To maintain awareness
•FP4C

47. Media Recommendation
• Out of Home focus:
• Toronto CMA & Montreal CMA
• Horizontal Poster
• Transit Shelter
• Mall Poster
• Drive consumers to retail for purchase

48. Site Matrix
Personal
Entertainment Local

49. Conclusion
Communicate: Cadbury Mini Eggs are
available all-year round.
Target market: females who love and
stockpile Mini Eggs during Easter.
IMC campaign: reach target where
they'll be: malls, online and magazines.
Create engagement, strengthen
Cadbury’s fun brand personality.

50. Thank you!