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Creating a new and exciting brand - Caf Cadbury

Introduction
Everyone knows about Cadbury and what it represents. The Cadbury Brand Positioning The illustration across highlights that
the heart of the offer is the chocolate
children love Cadburys chocolate they
are also provided for with a childrens
quantified attitude measurements
for Caf Cadbury customers and the
Masterbrand is the flagship for a variety of well known distinctive products experience delivered within the theatre meal packed in a Yowie gift box. local population to assess percep-
Brand positioning involves creating a
including Flake, Dairy Milk, Crunchie and Roses. Each of these products has of a premium caf location. Supporting tions of the Cadburys Masterbrand.
position in the market place for a prod- Relaxing - The caf provides a relaxing
this is a retail offer including chocolates atmosphere as a result of the friendly
its own place in the public imagination because we have grown up with them uct. Caf Cadbury involves providing
and gifts as well as takeaway products. service, the interior decoration and
and they have associations for us with events in our personal histories. Since
consumers with a 3D experience of the
general ambience.
The target market
brand in which they enjoy a premium
1990, Cadbury has developed and implemented an expanding programme offer. Consumers are able to experience Brand values Contemporary - The design and It is essential to have a clear picture of the
of presence marketing as an effective way to promote the Cadbury the brand in a real physical environ- atmosphere of the caf is modern, inno-
type of people that make up your core
Brand values are those things that a par- vative and dynamic.
ment. Caf Cadbury provides a warm, target market. Armed with this informa-
Masterbrand in the UK. The strategy has been to select high profile sites in
contemporary, friendly environment ticular brand stands for - eg reliability, tion you can then select how to best reach
theme parks, shopping malls and airports to communicate Cadbury values where customers can indulge them- quality, etc. In selecting values for Caf Delivering and appeal to this market. Following
and increase the availability of products. selves with Cadburys chocolate. Cadbury, a prime consideration was to business objectives Cadburys research into the Gifting
select values which reinforce the mes- market, the company analysed market
To secure this premium position, In carrying out any business strategy it
sage to customers choose Cadbury. research into the coffee bar and caf mar-
This case study examines the creation of a new and exciting brand - Caf Cadbury set out to differentiate the is first necessary to create a set of kets. Cadburys then carried out its own
Cadbury - which shows how detailed thought has been applied to making experience from coffee shops and The key values are: objectives to provide a clear direction research which confirmed that the caf
chocolate retailers on the high streets or and to monitor success over time.
this a successful venture which extends the Cadbury reputation by providing Premium - A premium catering and concept would particularly attract ABC1
in shopping centres/malls. The total Four objectives were established in set-
shopping experience for indulgent women aged 25-45. This research has
a high profile presence and by giving consumers even more reasons to Caf Cadbury experience exposes the ting up Caf Cadbury. These were:
chocolate and non-chocolate products been confirmed by experience.
choose Cadbury. customer to chocolate indulgence. The
in a quality environment. to communicate Cadburys Master-
emphasis is on chocolate, offering the Currently, 75% of customers are female
High quality - The best coffee, unique brand values, projecting a modern
customer a range of products and expe- and 74% of customers are ABC1.
The pilot Caf Cadbury was opened on 8th October 2000 in an attractive and relevant image
riences they cannot find elsewhere. cakes and fresh baguettes.
three-storey 18th century Georgian building in the centre of Bath, a busy to change public perceptions by
Friendly service - Caf Cadbury staff are associating Cadbury with premium Choosing
tourist destination and World Heritage City. The location was carefully chosen the consumer proposition trained to treat customers as guests and to special chocolate as well as
caf & ta welcome them from the first minute they everyday products
the right location
to position the new brand as a premium experience for the discerning kea
wa
y enter the caf.
m of
fe to reduce Cadburys dependence on Knowing the target market, Cadbury
customer. Caf Cadbury is an exciting all day premium caf and gift iu bread
offer
hot r
Novelty - The emphasis in product devel- traditional retail channels by devel- was then able to research the right loca-
m

experience also offering a take-out service on the ground floor. drinks


oping alternative routes to market
pre

cold
opment at the caf is on innovation tions to attract 25-45 year old females
self- core offer
selection
chocolates sweet eg. spiced chocolate or a full size choco- to generate incremental income. with high disposable incomes who
chocola
uid late football. A number of measures were chosen were regular caf users.
liq

te

pastries
retail offer

theatre
savour Celebrating Cadbury Chocolate - A to track performance in meeting these In addition, it was necessary to take into
variety of dark chocolate is used, but all objectives: account a number of business and practi-
fondue decoration
chocolate cakes of the milk chocolate delivers the real the number of customers who walk cal criteria the location must have:
retail
taste of Cadburys chocolate. through the door
co-pack
gifts
retail
gifts icecream
a prime site location in the main shop-
Adult appeal - The emphasis is on the number of diners ping area of a city with 100,000 people
catering for adult taste, but because the media value of the site and an upmarket populative mix

THE TIMES 100 Edition 7 www.thetimes100.co.uk


Glossary of Keywords

ABC1: Wealthy consumers (categories according to occupation).

Brand Positioning: Selecting a suitable position in the relevant market


for a particular product.

The Times Newspaper Limited and MBA Publishing Ltd 2001. Whilst every effort has been made to ensure accuracy of information, neither the publisher nor the clients can be held responsible for errors of omission or commission.
Masterbrand: The umbrella brand covering a stable of other brands
eg Cadbury is the Masterbrand of Caf Cadbury, Cadburys Roses,
a double shop frontage for maximum Design guidelines on to browse the retail display fixtures. The Caf Cadbury corporate identity Self-eat eg fudge ranges and Cadburys Flake, etc.
visibility These show premium chocolate and is made up of three related design ice-creams
Design is always important. The design of non-chocolate offers. elements: Media value: The extent to which something attracts media attention,
a high number of shoppers all year Novelty/kids eg full size chocolate
round - average weekly footfall of Caf Cadbury seeks to make sure that cus- footballs. and hence publicity through the TV, the press, etc.
From the retail area, clear signage Cadburys Masterbrand
50,000, peaking 5,000 per hour tomers enjoy a unique, shopping and cater- encourages a visit to the caf area
during the week and 10,000 per hour Prices charged in Caf Cadbury are Objectives: The ends which an organisation works towards achieving.
ing experience as they make their journey upstairs. A recording of caf noise is Caf Cadbury logo, colour palette,
on Saturdays slightly higher than in coffee shops like
around it from entrance to departure: played at the foot of the stairs to reassure typographic style and image palette Starbucks to reflect the premium posi- Premium: Selling for an above average price, offering higher quality.
a size between 2,000 and 2,500 customers that there is activity on the tioning of the brand.
square feet first floor. A range of music plays in the Caf Cadbury icons which help to Presence marketing: Alerting the market to the existence and strengths
Following the customer journey illustrate and signpost the total offer. of brands by having a presence at important locations and events eg
caf including jazz and soul to reflect
planning permission for catering and Operating
the tastes of the target market. having an outlet selling a range of Cadbury products at a major sporting
retailing. outside plant
room These design elements are used care-
seating
food prep/ At the counter the customers choose fully within the caf environment to
Caf Cadbury event, or Cadbury World a themed experience outlining the history of
the business.
The building required a prestigious loca- caf
service
kitchen
brand
tion and character to support the luxury wall &
counter from a tempting range of cakes, provide a strong and consistent image.
street/mall frontage

Cadbury
orientation
lounge Caf Cadbury is not run by Cadbury.
and indulgence of the experience. cold
store
savoury food, ice- cream and drinks, Quantified attitude measurements: Measurements of what people feel
Instead Cadbury pays a fee to an inde-
retail caf catering
served by friendly employees. Most or think about something.
Getting this right was vital because store pendent operator to run and staff Caf
retailing and catering support each toilets
staff
customers stay in the caf area for 15- Positioning the offer Cadbury. This means that Cadbury are Strategy: Long term plans.
other, for example: window
retail &
accom. 20 minutes.
takeaway
Counter
seating able to control the quality of the caf
When the customer wants an even more Everything about the caf needs to without being drawn into the day-to-day Target market: The section of the overall market that is selected and
the customers experience of high retail
store indulgent experience, signal points are reflect the requirements of the target operation. An Operators Agreement was focused on.
quality, indulgent catering reinforces outside
seating
the premium image of the retail
refuse
to the lounge area. The furniture is the market. For example, the menus are drawn up which includes the perfor-
products they buy strongest demonstration of the lounges carefully tailored to the requirements of mance criteria which guarantees that the
front of house back of house
distinctive identity. A combination of the target audience at different times of caf will meet with the objectives estab-
restaurant-quality cakes and choco- the soft chairs and low tables creates a the day. The savoury menu contains lished by Cadbury.
lates can be sold at higher prices in Efficient links between back of house freshly baked baguettes with innovative
special, related feeling of being in some-
this atmosphere facilities, support and the front of fillings and hot panini. The cake menu
ones lounge at home.
when customers try products in the
house are needed to service the needs includes a range of fresh cakes and Conclusion
cafs seating area or Cadbury of customers. When the customer leaves Caf there is a wide choice of ice-creams all
Lounge, they may wish to buy them Cadbury, their purchases are packed served with Cadburys chocolate. Cadbury is one of the best known
as gifts and take home purchases. Once the customer enters the retail area, in branded bags as a lasting reminder of brands in the world today. It is a brand
the counter and its displays are clearly the experience. There are all sorts of categories of retail which is associated with high levels of
Cadburys aim is for customers to visible serving both the retail and take- products including: quality and customer satisfaction. The
aspire to eat and shop in Caf Cadbury, away products. The counter is designed ongoing growth of Caf Cadbury pro-
Traditional/familiar eg Cadburys
so the view of the shop frontage is to appeal to adults and is sophisticated Corporate identity Dairy Milk, Roses and Milk Tray
vides a flagship that further helps to
important. A double frontage is ideal so and modern, made of warm cherry enhance the reputation of the Cadbury
that people can see, at a glance from the timber and trimmed in clean stainless As a flagship for the Cadbury Chocolate experience eg liquid Masterbrand. At the same time, it pro-
street, the range of products and ser- steel. As the customer walks over the Masterbrand the interior and exterior of chocolate fondue and truffles vides customers with the opportunity to
vices by looking in. Outside seating timber floor, their footsteps add to the the Cafs are designed to communicate indulge themselves in the enjoyment of
also draws attention to the food and hard-edged, busy sound in this part of the brands distinctiveness, that it is Indulgence/gifting eg champagne high quality products in a welcoming
drink offer. the Caf Cadbury. The customer moves part of the Cadbury family. hearts environment.

Answers to the questions


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1 How does Caf Cadbury help 2 What factors give Caf Cadbury a 3 Why is Caf Cadbury targeted 4 Why was location an important 5 What measures are being used


To download this case study
A profile of the organisation
Cadbury to build its brands? distinct advantage over rivals? primarily at ABC1 women? factor in the marketing mix for to monitor the success of Caf Revision help
Caf Cadbury? Cadbury?
www.thetimes100.co.uk

Information on the organisation Information from The Times

Questions www.cadbury.co.uk www.thetimes.co.uk

THE TIMES 100 Edition 7