Daniel Adidwa Tsakani Baloyi Vuyiswa Gama Cebo Mthembu

RESEARCH METHODOLOGY Questionnaires

In-depth interviews

SEGMENTATION

Mommy Dearest

These Guns

Venus Ascending

Cool Dude

Fountain of Youth

VENUS ASCENDING 26-33 years old

University degree/Diploma

Urban suburban

Middle to high income

Single or living with partner

Health and image conscious

Career driven

Social

RESEARCH FINDINGS Majority of the respondents prefer regular chocolate bars in

comparison to health bars.

Those that purchase health bars prefer the Jungle Oats bar.

The respondents that purchase Snacker say that they are happy with the way it tastes.

Snacker would be ideal for individuals who are time strapped and health conscious but who are not willing to sacrifice on taste.

KEY ISSUES Snacker is not perceived as a health bar.

Snacker is viewed as an outdated, dull product that has not kept up with the trends.

Snacker does not have presence within the health bar industry due to a lack of in-store and outdoor advertising and shelf presence.

MARKETING OBJECTIVES To increase Cadbury Snacker’s market share by 7%.

To intensify the distribution of Cadbury Snacker.

To increase advertising and promotion of Cadbury Snacker.

To revitalise and modernise the image of Cadbury Snacker.

COMMUNICATION OBJECTIVES To increase awareness of Cadbury Snacker being a health bar.

To reposition Cadbury Snacker as; A trendy health bar.

Increase sales of Cadbury Snacker.

To drive the core message of the “Phoenix” campaign.

Inform the market that Cadbury Snacker will be sold within gyms and KAUAI stores.

Get the public involved in the selection of the face of Snacker.

PHOENIX CAMPAIGN

“Cadbury Snacker makes remaining healthy fun”

1 SEPTEMBER TO 30 NOVEMBER 2010

September (Phase 1) Television Radio Outdoor Print

October (Phase 2) Public Relations Sponsorship Social media

November (Phase 3)o In-store

promotions

ADVERTISING Television Desperate House wives

-SABC 3 -MNET Top Billing

- SABC 3

ADVERTISING Radio 5 fm

Y fm

Metro fm

94.7 Highveld stereo

ADVERTISING Outdoor Billboards

Sequential street pole ads - Cape Town - Port Elizabeth - Durban - Johannesburg

ADVERTISING Print Cosmopolitan

Glamour

Shape

PUBLIC RELATIONS

Personal trainers

Companies’

Training day

City to City

Help shortlist the finalists of

the face of Snacker

PUBLIC RELATIONS Public Get the public to also

vote via SMS.

Win 1 years free membership at a Virgin Active of their choice.

Opportunity to build a database.

PUBLIC RELATIONSHIPSSustain Twitter account

Facebook group - two way communication - tips and exercise guides - answering questions related to health - inform about Snacker promotions’

SPONSORSHIP (FACE OF SNACKER) Put a face behind Snacker’s

revitalised image

Help reposition Snacker as a trendy health bar

Target Market should identify with and look up to

SALES PROMOTION Sell Snacker in KAUAI stores

Gondola isles

Placed near breakfast cereals and muesli

Increase shelf presence

“Cadbury Snacker makes remaining healthy fun”