Creating a new and exciting brand - Café Cadbury
Everyone knows about Cadbury and what it represents. The Cadbury Masterbrand is the flagship for a variety of well-known distinctive products including Flake, Dairy Milk, Crunchie and Roses.
The Café Cadbury was opened in an attractive three-storey 18th century Georgian building in centre of Bath, a busy tourist destination in UK. The location was carefully selected to position the new brand as a premium experience for discerning customer. Café Cadbury is an exciting all day premium café and gift experience also offering a take-out service on the ground floor. Café Cadbury provides a warm, contemporary, eco friendly environment where customers can indulge themselves with Cadbury’s chocolate. To secure this premium position, Cadbury set out to differentiate the experience from coffee shops and chocolate retailers on the high streets or in shopping malls. The total Café
Cadbury experience exposes the customer to chocolate immoderation. The emphasis is on chocolate, offering the customer a range of products and experiences they cannot find elsewhere. The heart of the offer is the chocolate experience delivered in the theatre of a premium café location. Supporting this is a retail offer including chocolates and gifts and takeaway products.
Cadbury carried out its own research, which revealed that the café concept would specifically attract 25-45 year old females with high disposable incomes who were regular café users. The building required a prestigious location and character to support the luxury and indulgence of the experience. The customer’s experience of high quality, indulgent catering reinforces the premium image of the retail products they buy. Restaurant-quality cakes and chocolates can be sold at higher prices in this atmosphere and when customers try products in the café’s seating area or Cadbury Lounge, they might wish to buy them as gifts and take home buys. The design of Café Cadbury seeks to make sure that customers enjoy a unique, shopping and catering experience as they make their journey around it from entrance to departure.
As a flagship for the Cadbury Masterbrand the interior and exterior of the Cafés are designed to communicate the brand’s distinctiveness, that it is part of the Cadbury family. These design elements are used carefully in the café environment to provide a strong and consistent image.
The menus are carefully tailored to the requirements of the target audience at different times of the day. The savoury menu contains freshly baked baguettes with innovative fillings and hot panini. The cake menu includes a range of fresh cakes and there is a wide choice of ice creams all served with Cadbury’s chocolate. There are all sorts of categories of retail products including: Cadbury’s Dairy Milk, Roses and Milk Tray, liquid chocolate truffles and fondue, indulgence gifting such as champagne hearts. Prices charged in Café Cadbury are slightly higher than in coffee shops like Starbucks to reflect the premium positioning of the brand.
The ongoing growth of Café Cadbury provides a flagship which further assists to improve the reputation of the Cadbury Masterbrand. At the same time, it provides customers with opportunity to indulge themselves in the enjoyment of high quality products in a welcoming environment.
Questions:
(a) What were the marketing communications objectives and goals of Café Cadbury?
(b) Suggest a marketing communications mix that could have been employed before opening up Café Cadbury.
(c) How did the promotional planners ensure that Café Cadbury has a consistent image and message?