The ‘Choose Cadbury’ Marketing Strategy Essay -- Business and Manageme

The Choose Cadbury Marketing StrategyThe glass and a half, corporate purple, and the Cadbury script hasbecome synonymous with Cadbury. Cadbury Schweppes have used thesedesign elements to immense effect in stupefying the implication ofgoodness that this imagery suggests. In the late 1980s, anotherimportant element, known as taste was emphasised. Regardless of subject preferences about how chocolate should taste (e.g. darkchocolate is very popular to Europeans, whereas Australians prefercreamier milk chocolate), the implication was clear that, CadburySchweppes provides taste and texture that, appeals to all consumers.For example, Cadbury miniature Heroes includes a variety of chocolatessuch as, dark milk chocolate (e.g. Cadbury Dairy Milk), creamier milkchocolate (e.g. Cadbury Dream), chocolate with trace of nuts (e.g. CDMWhole Nut), etc. In the early 1990s, further emphasise was made ontaste. For example, the strapline Chocolate is Cadbury, which wasbuilt upon previous brand values, enables Cadbury to stake its claimand taking ownership of the barrier chocolate and the chocolate eatingexperience.In the early 2000, Cadbury Schweppes introduced a new global marketingstrategy, known as the Choose Cadbury. The Choose Cadbury strategywas develop from a result of extensive research on consumerbehaviour and awareness. The Choose Cadbury strategy is a campaignthat clearly shows how a brand can develop and how various messa...