The document identifies issues with Cadbury's Marvellous Creations campaign including similarities to Nestle's Wonka line, negative social perception, and a limited target market. It proposes differentiating from Wonka through color changes, improving perception by donating sales to charity like McDonald's, and expanding the target market through ads appealing to parents and grandparents that promote family joy. Traditional and digital tools would be used to communicate the strategies.

1. Marvellous Creations
Tri, Alexander, Mitchel, Richard

2. Issues Identified within the campaign
• 3 Key issues with the current campaign
• Firstly similarities with key rival ‘Nestlé's
Wonka Campaign.
• Secondly a distinct lack of any
communications addressing a negative social
perception.
• Lastly a limited scope of the target market.

3. Similarities with ‘Wonka” campaign
• Key aspect of the “Marvellous
Creations” product line is
differentiation using key themes
from Willy Wonka and the
Chocolate Factory.
• Similarities with Nestlé’s
“Wonka” products.
• Promote similar values in
innovation and colour (most
notably the colour purple).
• Comparable websites, both
aiming to integrate juveniles into
their marketing efforts through
games, music, and animation
techniques.

4. Perception by society
• We have identified an issue with
cadbury’s social perception.
• Important to avoid the negative
vibe of junk food as a chocolate
producer.
• The image of a negative impact
both on the environment and
on society through peoples
health.
• Not going to shake the
unhealthy tag but can address
the issue similar to McDonald’s
and contribute positively to the
community.

5. Target Market
• Limited scope of the current target market.
• There is the potential to also appeal to older demographics.
• Currently there are limited attempts, to reach out to older demographics.
• Adults between the ages of 30-60 provide the target demographic the means with
which to purchase the product.
• A greater attempt to provide value for older demographics represents an
opportunity to increase sales numbers..

6. Strategies to improve the campaign
• We have come up with 3 key ways to improve
the marvellous creations campaign.
• Firstly utilising a strategy of focused
differentiation.
• Secondly by improving the perception of the
product amongst potential consumers.
• Lastly by expanding the target market whilst
maintaining the core campaign message and
values.

7. Focused Differentiation
• One of Cadbury’s biggest challenges is the on-going
need to differentiate their product.
• One key aspect is the substitutability and homogenous
nature of confectionary.
• Critical Cadbury seeks to increase the power and value
of the “Marvellous Creations” brand through
alternative means.
• A tactical alteration of the colour scheme would further
separate the product from Wonka’s.
• One solution could be using a significant colour and
pattern for each different “Marvellous Creations”
product, whilst retaining the important purple.

8. Improve Perception
• There is a perception that chocolates have a negative impact on society,
through their impact on health and the environment.
• From a Corporate Socially Responsible perspective Cadbury’s could donate
a certain percentage per sale of Marvellous Creations chocolate bars.
• McDonalds have improved their perception through the Ronald McDonald
House.

9. Expanding the Target Market
• An advertising campaign targeted
at parents and grandparents
could assist in expanding the
target market.
• The promotional line “Joyville”
could be extended to include
older markets, by promoting the
joy cultivated in family situations.
• Bring joy to situations such as
Christmas, Easter and other
family holidays.
• A way to enable
grandparents/parents to connect
with their children.

10. Web Communicational Tools
• Social Media-
– Advertise new strategies through incorporation
into existing campaigns, a consistent coherent
message.
• Website-
– Expanding Target Market- Incorporate messages
aimed at an older demographic, develop from the
current child focused offering.
– Social Perception- Incorporating a message on
existing website outlining charity donation policy.

11. Traditional Tools
• TV Ads-
– Expanding Target Market: Run ads emphasing the joy the product
brings and its use in family situations such as weekly dinners.
– Show it being given by parents/grandparents to children, a means
to connect and bring joy.
• Product Design-
– Differentiation: Changing packaging to be further from Wonka’s
offering
– Social Perception: Packaging outlining the charity donation
campaign to get the message across they are positively
contributing to society.
• Magazines-
– Use magazines to appeal to the older demographic, e.g. gardening
magazines.
• Synergy between Cadbury brand and marvellous creations
product.

12. Summary
• A confined target market> Develop
communications with older demographics> Using
both TV ads and magazines.
• A negative Social perception> Develop a program
linking sales to supporting charity> Outline this
on the existing website and alter packaging
design.
• Lack of differentiation> Employ a strategy of
focused differentiation> Outline in existing
advertisements as well as changes to product
design.