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Business 2000

THE PRODUCT SIXTH edition

LAUNCH OF DREAM The Consumer Decision Linking Development and


Making Process Market Research
The technical development of Cadbury’s Dream took
place over four years and involved extensive use of
consumer feedback. For a chocolate bar market
Awareness research in the form of consumer testing will
A WHITE OPPORUNITY - ADULT WHITE CHOCOLATE Interest
impact on the product’s recipe, texture,
shape, format, size and packaging. It is
Alternatives important to get all these elements
The Importance of Strong Market estimates value the total Irish chocolate market at about
375 million of which the white chocolate market segment is currently correct when launching a product.
Confectionery Brands. Focus of
valued at 12 million, almost 3% of the total chocolate market. This Cadbury Selection
Strong brands are very important in the chocolate confectionery Recipe and Texture
clearly represented an area for future growth. Marketing
market. Almost 80% of chocolate purchases are made on impulse. to attract Purchase Market research carried out among
Buyers generally decide quickly which confectionery product to buy Impulse chocolate consumers found that
with almost half of purchase decisions made within 10 seconds of With proven levels of confectionery consumption, and growth purchasing Post-Purchase
opportunity in white chocolate, Cadbury’s identified a gap in the Irish consumers associated a unique intimacy
arriving at the confectionery fixture in the store. with white chocolate. Popularity of the
market for a new white chocolate brand. Previously, white chocolate was
targeted only at the kids market. The success of the previous launch in product in market testing was attributed to
The importance of developing strong confectionery brands is several key features including flavour, sweetness, a
2000 of Cadburys Snowflake, a white chocolate bar covered in milk
therefore clear, with consumers using brands and packaging to Female Market for White Chocolate creamy aftertaste and a melt-in-your-mouth texture.
chocolate would set the scene for a successful introduction of a
recognise products quickly and reduce perceived risks when Market research also shows that women purchase almost two-thirds of These identified features would later be incorporated into
mainstream white chocolate brand. Cadbury saw a further opportunity to
purchasing a newly launched brand. create an extremely strong brand, the Cadbury Dream bar, an adult all confectionery but eat just over half of what they buy themselves, as the product’s brand image and advertising.
market thus capitalising on the growing appeal for white chocolate and they are the gatekeepers when making purchasing decisions for the rest
Chocolate confectioners recognise the importance of this and spend of the family. By targeting the gatekeeper with a new product the chances Selecting a Brand Name
develop a new product category.
more on advertising than any other food category.The result of all this of a successful launch is increased. The name for the new product was chosen following extensive market
advertising and marketing activity is that the chocolate confectionery research in New Zealand. This included consumer focus groups where
groups of consumers were brought together to provide feedback on a
category is full of strong brands.
range of potential names for the new bar. Research found that the name
Gatekeeper ‘Dream’ represented the characteristics that Cadbury’s wanted to reflect
Irish Confectionery in the brand’s personality so that it would appeal to the target market –
Consumption Trends women in the 25 years to 34 years category.
Having universal appeal, Irish consumers purchase and eat
confectionery on a regular basis. Chocolate confectionery is very much Purchase Consumer Disposal A product’s brand personality is a description of its characteristics in
a part of everyday life in Ireland. We have the third highest per capita relation to the target market for the product. It assists marketers to
consumption of chocolate in the world at approximately 10 kg of develop suitable advertising and promotional campaigns for the product.
chocolate per annum and spend over 100 per person. Purchaser In the case of Cadbury’s Dream the key elements of its brand
personality were designed so that they would appeal to female
consumers seeking style, confidence, sophistication and self-
assuredness in their lifestyles. Their research also found that it would
Within the female market, research shows an increasing preference make the product stand out.
for white chocolate. The white chocolate market is considered to offer
significant potential for growth especially within the impulse segment. Female

In Ireland, the size of the white chocolate market Stylish Confident


has increased significantly. Increased impulse
buying, driven by consumption by children,
Cadbury’s
and innovation in the market has seen its Self Assured Sophisticated
size increase by 50% since Cadbury’s Dream
launched Snowflake onto the market Brand Personality
place in 2000. Up to 2000 the white
chocolate market was primarily a kids
markets. Innovation has further grown Figure: Cadbury’s Dream Brand Personality
this market with the launch of the adult Shape, Format & Size
chocolate such as Snowflake.The launch of Consumers also had preferences for squared block chocolate formats as
Cadbury’s Dream is expected to further they are convenient bite sizes. This shape has proven to deliver a good
develop this segment of the Irish market. taste experience.

Business 2000 www.business2000.ie


sixth edition
Packaging Ensuring Consistency Trial and Sampling Programmes
The packaging for Cadbury’s Dream was also determined by consumer Product trial and sampling programmes were run both before and after
research and influenced by the Cadbury’s Dream brand personality. It was with the Umbrella Brand the launch. An extensive sampling programme was used before and during GLOSSARY
designed to fit with the product’s image of being soft and indulgent and the launch to generate awareness and trial. Miniature bars were used to
had a particular appeal among the female target market. Indeed the For Cadbury’s it is important that its traditional image is retained, as there
drive trial and establish the taste of Dream with consumers. A nation-wide Gatekeepers: These are buyers of products who control the
selected colours on the packaging of a combination of blue and white are benefits for the new products to be associated with Cadbury’s and
on-street sampling campaign also took place using the ‘Cadbury’s Dream flow of information as well as making the purchasing decision.
were used for their attractiveness, as reflecting indulgence to the female built upon the brand values that have been developed over 70 years
(Cadbury’s brand has been in existence since 1824). Research shows that Team’ promotional staff. Dream was offered as free samples with
purchaser.
Cadbury’s Drinking Chocolate and Cadbury’s Roses Top Box cartons, and Market segment: A part of the market which has its own
colour recognition of purple is strongly associated with Cadbury’s and that
free samples were given away on the cover of VIP Magazine, a popular distinct customer profile and buyer characteristics such that, for
Research found that the final packaging showed the new product to be a the Cadbury’s logo having the highest recognition of any logo among
magazine with a large Irish female audience. marketing purposes, it can be targeted separately from other
modern and quality chocolate bar that was different enough to catch the popular consumer brands. This is part of a ‘Choose Cadbury’s’ marketing
segments of the market.
consumer’s eye on a shelf. The variety of the products offered for the strategy using the established ‘glass and a half ’ corporate purple and
flowing script that has become synonymous with Cadbury.
launch phase were the standard 45 gramme bar, shell egg, impulse egg, 100
gramme and 200 gramme bars. As well as the standard offering seasonal
Conclusion
offerings e.g. Easter were also planned.
Launching Dream in For Cadbury, innovation remains one of the key elements to the
Ireland company’s success with new brands catering for changing tastes and tasks and activities
lifestyles. Identifying these changes in taste and lifestyle and matching these
with quality products with strong brand values will mean that new product 1. Explain the benefits of consumer testing during the
Cadbury’s Dream was launched to the Irish market in February 2002. It
development will continue to be an integral part of the Cadbury’s business product development process? For a chocolate bar what
represented the outcome of intensive process by Cadbury Ireland
strategy. aspects should be examined in during this testing?
marketing team, and the beginning of a period of intensive advertising and
promotional activities to ensure that the product would have an
There will also be further development of the Cadbury’s Dream range. 2. Define the following terms:
immediate impact in the market place.
Already this has seen Cadbury’s Dream varieties introduced into other
market segments including the gift and take home segments. Speaking at (a) Brand personality
Because the product had been launched in other markets before Ireland, (b) Above-the-line marketing
the launch of the new bar, Michael Smith, Marketing Director, commented:
Cadbury Ireland could learn from research carried out and marketing (c) Focus group
experiences in these countries.
“Cadbury’s Dream is an exciting new edition to our white
chocolate portfolio and marks a further commitment by Cadbury’s 3. What is a consumer decision making process? How do
From the outset the primary marketing objective for the launch of you think marketers use this to ensure a product is
to this market.As leaders in the white chocolate market for adults,
Market research results Cadbury’s Dream was to build high awareness quickly for the brand and
we plan to drive further market growth through the introduction
successful?
This market research included a range of sessions get visibility for the launch of the product. To launch Cadbury’s Dream in
of a complete cross category range.” 4. Outline the objectives of a product launch marketing
where consumers were invited to taste the new Ireland Cadbur y’s provided heavy marketing suppor t, with both
product and provide feedback to the marketing above and below-the-line launch activity. Above-the-line marketing strategy.
team on their views of the product. Feedback includes outdoor or TV advertising
described Dream as having a better chocolate Take home confectionery is generally purchased in a supermarket 5. Identify three branded chocolate products for each of the
while below-the-line marketing for later consumption in and out of the home. Here consumers
taste, creamy, not as sweet, better texture and following market segments – impulse, take home and gift.
includes promotional and sampling make more rational decisions and consider the price of the product,
more natural taste than other white chocolate. In
general findings indicated to the new product activities. the value they place in the brand, and quantity purchased. 6. Explain the difference between the roles of gatekeeper,
would be a success. Findings included: purchaser and consumer in the decision making process.
Advertising to
◗ 77% of females said they preferred Reflect Brand The gift segment of the market contains products that are
Cadbury’s Dream to a leading brand in the Personality purchased for everyday gift occasions such as Valentines Day,
white chocolate category. The advertising theme for the birthdays and Christmas. The core drivers in making a purchasing
◗ 56% of consumers said they would buy Cadbury’s Dream product launch decision in this segment are "need a token of appreciation", "need a
Cadbury’s Dream as well as their current was ‘All in a Cadbury’s Dream’. romantic gesture" and "need to celebrate a special occasion".
purchase. The advertising strategy was
◗ 79% said Cadbury’s Dream packaging was developed around the brand
eye-catching and stood out from the rest. personality of the product and Impulse purchases are typically products bought for immediate
sought to appeal to female consumption.The core drivers for this type of purchase are indulgent
The research also found that white chocolate chocolate consumers in particular, and immediate consumer needs such as "need filling up", "need a light
buyers were more likely to spend more on their tastes and desired lifestyles. snack", "feel like indulging" and "need some energy".
chocolate and likely to buy blocks of chocolate The impulse market accounts for 50% of total chocolate sales and 80%
more frequently. This theme incorporated the of these sales are bought on an impulse basis in the UK and Ireland.
characteristics of indulgence and Research has found that growth in the impulse market is driven by
By getting an understanding of consumer changes in lifestyles that are affecting the way we eat and an increase
luxury associated with the
intentions and attitudes toward a product the in demand for convenience. Snacking has become a part of everyday
product. TV advertising ran across
Cadbury’s marketing team could get a better life and chocolate has become a unique impulse category because it is
understanding of Irish consumer’s decision- all the main channels. This was
supported by a widespread eaten throughout the day rather than specifically at meal times. The
making processes.This information would be used
outdoor campaign on billboards in peak times for confectionery eating are late morning "elevenses", late
by Cadbury to convert a consumer who has an
afternoon, after school and during the evening. www.cadbury.ie
awareness of the brand to move down the steps prominent places and at train
to actual purchase. stations.

While every effort has been made to ensure the accuracy of information contained in this case study, no liability shall attach to either The Irish Times Ltd. or Woodgrange Technologies Ltd. for any errors or omissions in this case study.

Business 2000 www.business2000.ie


sixth edition