Case analysis report on:

INC. - CRISPY CRUNCH

Submitted to:
Submitted by:
Dr. Devika Vashisht
Priya Verma

CADBURY TREBOR ALLAN

Section- D
15bsp0909

Problem statement:
Question: The immediate goal for Crispy Crunch is to build

market share so that the brand cracks into the top ten in
Canada once again. The market share objective has been set at
4.1%. For the past three or four years the brand didnt have any
significant advertising support so its performance was
languished. While the brand has a loyal following it is
imperative that new users try Crispy Crunch if the brand is to
grow. Crispy Crunch would like to develop an advertising
campaign that will have an impact on the 15 to 24 year old age
group. The creative strategy must fit in with core attitudes and
expectations of the target audience. The company is open to
any and all ideas that will rekindle interest and excitement in
Crispy Crunch. This age group is difficult to reach so the media
component of the plan is crucial. Therefore, the company is
open to non-traditional suggestions that may prove effective in
building excitement. Proper justification must be provided for
all marketing communications recommendations. A budget of
$650,000 is available. The plan must cover appropriate periods
of one calendar year. It is a Year 1 launch plan
Marketing Ideas
1) Slogan
2) Is it Crispy Or Crunchy
3) New Wrapper
4) Code to enter on the webpage on the inside to win
5) Change the logo - Crispy OR Crunchy
Media Marketing
1) Facebook page
2) Twitter Hashtag - #crispyOrcrunchy
3) TV Commercials
4) Ad - ' Devil & Angel ' - Kevin Heart& Dwayne Johnson
5) Different people
6) The Kardashians

 SWOT Analysis
Strengths :
1) Unique
2) Already has a reliable base
3) Large budget for new ad campaign
4) Open to new ideas
5) Cadbury has a strong reputation
Weaknesses:
1) People have peanut allergies
2) More unknown in the market
3) Sticks to your teeth
4) Cadbury only has chocolate bar & Drinks compared to Nestle
Opportunities:
1) With social media, you can advertise
2) The company has so much ad space online, people will view it more
Threats:
1) A lot of competitors - large market
2) Haven't marketed in 13 years

Alternatives:
1) Can you hear the Crunchy?
2) Something Sexual
3) Peanut butter & Carmela
Pro's & Con's On Is it Crispy or Crunchy
Pros
1) Entertaining
2) Appeals to the age group
3) Its also a brain teaser
4) It'll bring their name back
5) Short & Simple
6) Pulls people to buy & Try the product
7) Very popular on social media
8) First time the devil & angel done with a chocolate bar
9) No one has thought of is it 'crispy or crunchy'
Cons
1) Expensive
2) Possibility of losing the old customers
3) Not an original idea

4) Kind of Bias
5) If it doesn't come out with a bang it wont work

CHOCOLATE BAR MARKET SHARES:

Rank

Brand

2001

2000

Change

Reese Brand (H)

6.3

5.9

+0.4

Kit Kat (N)

5.4

5.0

+0.4

Caramilk (C)

4.9

5.2

-0.3

Oh Henry (H)

4.7

5.0

-0.3

Hershey Milk Chocolate (H)

4.6

4.1

+0.5

M&Ms (E)

4.5

4.9

-0.4

Coffee Crisp (N)

4.2

4.2

0.0

Cadbury Milk Chocolate (C)

4.0

3.9

+0.1

Smarties (N)

3.8

4.1

-0.3

10

Mars (E)

3.7

4.2

-0.5

All Other

53.9

53.5

+0.4

CHOCOLATE BAR PRODUCT LINES- MAJOR MANUFACTURERS:

Cadbury

Nestle

Effem

Hershey

Caramilk

Aero

M&Ms

Oh Henry!

Dairy Milk

Kit Kat

Mars

Reese Peanut Butter

Cups

Crispy Crunch

Smarties

Snickers

Reese Sticks

Mr. Big

Crunch

Twix

Glossette Raisins

Fusion

Rolo

Milky Way

Glossette Peanuts

Wunderbar

Coffee Crisp

3 Musketeers

Skor

Fruit & Nut

Mirage

Bounty

Crunchie

Big Turk

Dove

Butterfinger

Objectives& strategies:
Objectives:
1) Increase market share to 4.1%
2) Raise product awareness an additional 35%
3) Increase repeat purchase by 10%
Strategies:
1) Position the product as Peanut lovers first choice
2) The advertising campaign accounts for many objectives
3) Budget Allocation
Positioning Strategy Statement:
To reinforce our leadership positioning in the chocolate bar market while providing
fun & enjoyment while eating our treats
CREATIVE PLAN:
Key benefit statement:
Time changed everything- except your Crispy Crunch Bar.
Tone& Style:
1) Upbeat, positive & Humorous approach
2) Lifestyle positioning
Central theme (USP):
Convenience distribution, using the profile of the target markets lifestyle.
Appeal technique:
Simple and clear, no hidden messages, nothing abstract.
CREATIVE EXECUTION:
1) Four television advertisements: One to target men, one to women, one for the upper
tier segment, and other for the lower tier.
2) Four print advertisements: Same target market customisation, Placement in designated
magazines & newspapers, Out of home is included ( billboards& transit locations).

SAMPLE PRINT ADVERTISEMENT:

MEDIA PLAN:
Objectives:
Who: 15-24 years old, target group covers 13.3% of Canada.
What: The message is image intensive.
Where: Priority for advertisement is given to major cities.
Strategies: Pulse & seasonal flights, Reach, frequency & continuity, selection & rejection

MEDIA EXECUTION:

Sales promotion plan:

Objectives: To create brand loyalty, encourage repeat purchase, increase market share.
Strategies: Position Crispy Crunch as a visible brand, Gain trust through free samples &
contests
Social Promotion execution:
TacticsBroadcast- TV, radio
Print- newspapers
In stores- flyers, Posters
BUDGET:
1) Hotel/Air/Accomodation: 4,000 per person( 4 winners)

2) Spending money: $ 15,00 each contestant

3) Other costs: $68,000
4) Total allocated funds: $90,000

EVENTS& SPONSORSHIP PLAN:

Objectives: to promote positive relationship between brand and customers, raise product
awareness.
Strategies: to offer positive experience to the customers at the event.
Tactics: site selection, operations

BUDGET SUMMARY:

CALENDER OF EVENTS:
Dec 31- Event- New Years Gala
Jan 15- March 15- Australia contest
Feb 21- Announcement or preliminary contests results.
Mar 16- 10 day trip to Australia
Apr 1- Launch of new product/ packaging (smaller portions)
Apr 14- Easter parties
May 18- Annual general meeting
June 24- Proposal of new TV commercial
July 5- Sponsorships concerts
Aug 13- Walk for a cure fundraiser
Sept 1- New advertisement in rotation from back to school

Oct 31- Halloween promotions running seasonally

Dec 25- Christmas promotions running seasonally