Project An analysis of an ad campaign of your choice Your report must have the buying process as a main theme

Instead, under the new campaign, Cadbury introduces relevant celebrity endorsers fitting the lifestyle and attitude characteristics of current target market consumers. Though not a vacation from Cadbury’s long-standing positioning on the market in terms of tangible product quality, it represents a modernisation and evolution of a brand, creating a brand personality that is both fun and sophisticated. Cadbury’s “glass and a half full of joy” campaign illustrates a new type of emotional connection with a variety of different target markets that is much less stoic and traditional.
Cadbury competes in a very saturated market with competitors such as Kraft Foods and Nestle, two competitors with very strong brand recognition and established brand equity. Both long-standing companies in this industry continue to produce top quality, moderately-priced chocolate products, however both positioning their brands differently depending on market characteristics, product concept, and profit expectations in certain target markets. Because competition is so intense, Cadbury cannot afford to alter its premium positioning that continues to justify a moderately higher price tag and has already established brand loyalty in various profitable markets.
One difficulty even with a modernised and innovative product-focused campaign is determining how best to target advertising concept. Chocolate products are capable of being promoted to a mass market audience, consisting of all age demographics and consumer lifestyles. Chocolate is a univerally-adopted product with significant lifestyle-enhancing benefits and opportunities for mood enhancement. Cadbury must consider which markets are most viable and would be most loyal to a higher-priced, top quality product with quality ingredients. To accomplish this, the company must determine what segmentation strategies would be most effective for long-term profitability. Cadbury