Snacker Presentation by Daniel Adidwa and group.
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Transcript of Snacker Presentation by Daniel Adidwa and group.
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Snacker is viewed as an outdated, dull product that has not kept up with the trends.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”