BMA349 Pitch Presentation Powerpoint

2. Figure 1:
Lindt Extra Fine 70% Cocoa
Excellence Dark
Chocolate Block 100g
Figure 2:
Cadbury Coco 70%
Cocoa Dark Chocolate Block
100g
Issue: Low Level Differentiation from Competitors

3. Figure 3:
Lindt Excellence Cocoa 70%
Advert 2015
Figure 4:
Cadbury Coco 45 “
Advert 2015

4. Figures 5 & 6 :
Cadbury Advertising Campaign
“Joyville” 2013
Issue: Campaign Does Not Align With Overall Branding & Concepts

5. Revised Strategy: Re-Orientate Marketing Towards Mothers
Figures 7 & 8 : Coca Cola Life Advertising Campaign
“Parenting” 2013

6. Revised Strategy: Re-Orientate Marketing Towards Mothers
Creative Concepts being reshaped to Communicate Messages of:
- The humour behind the reality of a traditional, 21st Century family lifecycle
ie. Teenage Child’s attitudes
Younger Child’s playful antics/tantrums
Scheduling & Busy lifestyle of Working Mothers
Inability to have intercourse due to scheduling or children
Husband playful or humourish antics

7. “Mothers spend 20% more money on their grocery
shopping than the average female main shopper”
- J. Bainbridge, Marketing Magazine UK, 2007
Revised Strategy: Re-Orientate Marketing Towards Mothers

8. Proposed Communication Tools: Social Media
Figure 9:
Percentage of Parents
Using Specific Social
Media Platforms

9. Figure10: The “Cadbury Dairy Milk” Facebook Page

10. Figure 11: “Flicks With The Chicks” promotional webpage

11. References:
Figure 1: Lindt Extra Fine 70% Cocoa Excellence Dark Chocolate Block 100g, Coles Australia 2016
<http://shop.coles.com.au/online/national/lindt-excellence--chocolate-dark-extra-fine-70%25-cocoa>
Figure 2: Cadbury Coco 70% Dark 100g , Coles Australia 2016 <http://shop.coles.com.au/online/national/cadbury-coco-70%25-cocoa-
dark>
Figure 3: Lindt Lindor, “Do you dream in chocolate?” <https://www.youtube.com/watch?v=cFB0XBV6JdU>
Figure 4: Cadbury Australia, 2015“Cadbury Coco 45” <https://www.youtube.com/watch?v=nzIeG-oCtkU>
Figure 5: Cadbury Singapore, “Welcome to Joyville” 2013 <http://www.saatchiasiapacific.com/2012/11/cadbury-dairy-milk-introduces-
singapore-to-joyville/>
Figure 6: Cadbury Singapore, “Joyville Pipe Network” 2013 <http://www.saatchiasiapacific.com/2012/11/cadbury-dairy-milk-introduces-
singapore-to-joyville/>
Figure 7 & 8: Coca Cola Argentina, “Coke Life: Parenting” 2012 <https://www.youtube.com/watch?v=yRqUTA6AegA>
Figure 9: Pew Research Centre, “Parenting and Social Media” 2015 <http://www.pewinternet.org/2015/07/16/parents-and-social-media/>
Figure 10: Cadbury Dairy Milk Facebook Page 2016, <https://www.facebook.com/CadburyDairyMilkAustralia/>
Figure 11: Flicks with the Chicks webpage, Village Cinemas 2016, http://villagecinemas.com.au/events/flicks-with-the-chicks
Bainbridge, J 2007, Marketing Magazine, “Buying behaviors of mothers” viewed 13 April 2016, <http://www.marketingmagazine.co.uk/>