Katie Canonaco
Candice Townsend
Strategic Message Planner
Cadbury Wispa
Client
John Cadbury opened a grocer’s shop in 1824 in Birmingham. He sold tea, coffee,
cocoa and drinking chocolate. These were meant to be healthier alternatives to alcohol. In
1987 Cadbury launched their first chocolate bar and have been selling chocolate in many
unique and different ways ever since (Cadbury, 2015). Throughout the years, the company
has continued to grow and has even gone so far as to buy other companies, such as, Fry’s in
1919 and Adams in 2003. Purchasing Adams made them the second largest confectionery
company in the world (Cadbury, 2015).
Today, Cadbury is one of the largest chocolate companies in the world with more
than 80 different products including candy bars such as, Caramel, Wispa and the Dairy Milk
and Marvelous Creation bars that come in many different flavors (Cadbury, 2015).
Cadbury also carries an entire line of Easter candy, which are most known in the United
States. Varieties of the Easter candy include Crème Eggs, Caramel Eggs and the Chocolate
Bunny (Cadbury, 2015). Cadbury sells chocolate in more than 50 countries in the world
including The United Kingdom, Ireland, the United States and New Zealand (Cadbury,
2015).
The Candy Manufacturing Industry is one of the largest industries today. Many
consumers see chocolate as an indulgent treat so most candy is usually an impulse buy.
Companies tend to strong and constant marketing directed at the consumer (Hoovers,
2015).
Product
Taking advantage of the strides being made with unique and different candy bars,
Cadbury launched Wispa in 1981. When it was first launched, comedians and funny actors
helped promote the bar in a series of ads. The Wispa is made of milk chocolate but has tiny
dense bubbles inside so it melt in your mouth when you eat it (Cadbury, 2015).
Packaged in Cadbury’s trademark purple wrapping, this fun and new candy bar was
available throughout the 1980’s and 1990’s but was discontinued in 2003. Consumers
loved the candy bar so much an online campaign started to bring back the bar and it relaunched in 2008 (Cadbury 2015).
The Wispa has also helped create two new products for Cadbury. They now have
the Bitsa Wispa, which are small bite size pieces of Wispa that come in a box, and the WIspa
Drink, which is a hot chocolate drink with a bubbly texture similar to that of the Wispa bar
(Cadbury, 2015).
Reviews of the Wispa bar have been great. “Oh my goodness these were the most
amazing chocolate bars I have ever had” said one customer on Amazon. The rest of the
reviews all read about the same. The people who have tried the Wispa love it and want it
to be more accessible in the United States.
Target Audience
The target market for the Cadbury Wispa is a mother ranging from 28-50 from
middle to upper class. Because mothers are always running around doing many different
tasks for their children, they need a moment to themselves. The Wispa is just the way to get
it. Cadbury can also market the Wispa as the perfect way to treat children. Since these
women are in the middle to upper class they have the extra money to be spending on
chocolate.
Research shows that with new technology trends consumers tend to move from task
to task without even taking a second to breathe. A “Slow it down” trend in marketing is
good for marketing to mothers (Mintel, 2015). Finding ways to slow down their hectic lives
and take a break is the perfect way to market the Wispa to mothers. Studies have shown
that 59 percent of moms reward their children for good behavior (Mintel, 2015). The
Wispa can be the perfect candy bar to reward a child with for doing something great.
Product Features & Benefits
Product Feature
Product Benefit
Cadbury brand name
Known for producing gourmet chocolate
for more than 100 years. Also is an
international brand name as well, as the
company is centered in the UK.
Disposable packaging
Designed to be easy to open and for those
on the go, can throw away once finished
Bright and fresh colored packaging
Easy to spot amongst other brand name
chocolates, has a look detailed to it’s
chocolate brand
Different flavored chocolate, and
different flavored fillings inside
chocolate
Something for everyone, whether you
like caramel filled, with nuts or just plain
chocolate.
Fit for any desired temperature
You can keep the chocolate at room
temperature, or you can chill it or melt it,
either way, the chocolate will taste great
Not messy
Eat it anywhere, in your car, at your
home, and outing event. Designed for
those who may need a chocolate fix at
any point in time
Affordable
Comparable in price to other brand
chocolates
Sold at a variety of stores
Accessible, convenient and easy to
purchase
Ingredients specific to the UK
Gives it a gourmet taste, one of a kind
and unique
Current Brand Image
Most consumers view Cadbury chocolate as delicious, but hard to find in the US. One can’t
find all the different forms of the chocolate brand for it isn’t sold in stores everywhere,
however, you can buy them all online. The chocolate is known for being one of kind, for it’s
gourmet taste, as well as ingredients used in the UK, so it has a unique taste for it’s brand.
Desired Brand Image
Cadbury Chocolate is a gourmet chocolate experience with a signature taste and easy convenient
packaging for all those on the go. It comes in many different varieties and flavors, so there is
something for all chocolate buyers. It’s a step above your average chocolate, because the Cadbury
brand has been making chocolate for more than a hundred years and has had plenty of time to
perfect its chocolate making technique. It is also an international brand, since it is made out of the
UK, giving it an even more exclusive taste. Cadbury is for those who want to spice up their chocolate
choices with something new and trusted to taste like a gourmet, well made chocolate, at a very
affordable cost.
Direct Competitors and Brand Images
The chocolate making industry is one that continues to be very steep for competition. With
a variety of brands, and numerous kinds of candy and chocolate bars, standing out on the
market can be difficult with all of the many items one would have to choose from. Direct
competition for Cadbury Chocolate includes chocolate items with a recognizable and
trusted brand name also having a signature taste.
· Hershey’s Chocolate
Though Cadbury is actually owned by Hershey’s brand chocolate as of now in the United
States, in order to compete on the market, Cadbury chocolate brand would come into direct
competition with its American owners in order to progress within the United States.
Hershey’s is known as “America’s Chocolate,” for it is North America’s top chocolate
producer. Created by Milton Hershey, the Hershey factory was built in 1905, and the
chocolate brand went public in 1927. Capturing the hearts of America with the signature
individual foil wrapped Hershey’s Chocolate Kisses, the brand continued to make a name
for its self as it expanded to the company it has become today. Other recognizable names
include Reese’s peanut butter cups.
· Nestlé brand chocolate
Though Nestlé is more recognized for is brand name coffee and tea drinks, it also is the
owner of some of the most recognized brand chocolates on the market such a Kit Kats,
Butterfingers, and Crunch bars. Nestlé is the world's number 1 food and drinks company in
terms of sales. The image of this brand is one that is “committed to enhancing people's lives
by offering tastier and healthier food and beverage choices at all stages of life and at all
times of the day,” (Nestle 2015). With such favorite brand names, the company thrives
from being not just chocolate sellers, but food and product sellers leading in nutrition and
health. Creator Henri Nestlé started as a pharmacist assistant, which is where his goal of
healthy eating most likely came from. He then went on to be the innovator in the Nestlé
name.
· Mars Incorporated
The company is known for global brand chocolates including M&Ms, Snickers, 3
Musketeers, Dove, Milky Way and Twix. Leading in some of the most well known names,
this company has a heavy presence in television and media. It’s brand is probably known
best for having recognizable commercials, catch phrases, or characters associated with
them. Frank C. Mars is the creator of this chocolate legacy, dating back to 1882, but with
chocolate being made beginning in his factories in 1911. Mars Inc. is a brand name known
for many favorite candy bars and is an international company as well.
Indirect Competitors
Indirect competition for Cadbury Chocolate includes other candies, not made with
chocolate, but on the fruity side. Brands include: Skittles, Starburst and other recognizable
fruit candies.
Strategic Message
Cadbury Chocolate is an affordable, gourmet chocolate experience for all chocolate lovers who want
a way to indulge themselves and reward their children.
References
Cadbury (2015)
https://www.cadbury.co.uk/
https://www.cadbury.co.uk/products
https://www.cadbury.co.uk/products/bitsa-wispa-2366?p=2366
Hoovers. Candy Manufacturing (2015)
http://subscriber.hoovers.com/H/industry360/overview.html?industryId=1351
Hoover. Hershey’s competitors. (2015)
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/competitorsList.html?co
mpanyId=10722000000000&newsCompanyDuns=003002052
Hoover. Hershey’s (2015).
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?company
Id=10722000000000&newsCompanyDuns=003002052
Hoover. Nestle (2015).
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?company
Id=41815000000000&newsCompanyDuns=480708874
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?company
Id=41815000000000
Hoover. Mars Incorporated (2015)
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?company
Id=40297000000000
http://subscriber.hoovers.com.www2.lib.ku.edu/H/company360/overview.html?company
Id=40297000000000&newsCompanyDuns=003250685
Nestlé (2015)
http://www.nestle.com/aboutus/history
http://www.nestle.com/aboutus
http://www.nestle.com/
Mars Incorporated (2015)
http://www.mars.com/global/about-mars/history.aspx
http://www.mars.com/global/index.aspx
Mintel. Marketing to Moms (2014)
http://academic.mintel.com/display/679772/