Business2000THE PRODUCTSIXTH editionLAUNCH OF DREAMThe Consumer DecisionLinking Development andMaking ProcessMarket ResearchThe technical development of Cadburys Dream tookplace over four years and involved extensive use ofconsumer feedback. For a chocolate bar marketAwarenessresearch in the form of consumer testing willA WHITE OPPORUNITY - ADULT WHITE CHOCOLATEimpact on the products recipe, texture,Interestshape, format, size and packaging. It isimpor tant to get all these elementsAlternativesThe Importance of StrongMar ket estimates value the total Irish chocolate market at aboutcorrect when launching a product.Confectionery Brands.375 million of which the white chocolate mar ket segment is currentlyFocus ofSelectionCadburyvalued at 12 million, almost 3% of the total chocolate market. ThisStrong br ands are ver y important in the chocolate confectioner yRecipe and TextureMarketingclearly represented an area for future growth.market. Almost 80% of chocolate purchases are made on impulse.PurchaseMar ket research carried out amongto attractBuyers generally decide quickly which confectioner y product to buyImpulsechocolate consumers found thatWith proven levels of confectionery consumption, and growthPost-Purchasewith almost half of purchase decisions made within 10 seconds ofpurchasingconsumers associated a unique intimacyopportunity in white chocolate, Cadbur ys identified a gap in the Irisharriving at the confectioner y fixture in the store.with white chocolate. Popularity of themarket for a new white chocolate brand. Previously, white chocolate wasproduct in market testing was attr ibuted totargeted only at the kids market. The success of the previous launch inThe importance of developing strong confectionery brands isseveral key features including flavour, sweetness, a2000 of Cadburys Snowflake, a white chocolate bar covered in milktherefore clear, with consumers using brands and packaging toFemale Market for White Chocolatecreamy aftertaste and a melt-in-your-mouth texture.chocolate would set the scene for a successful introduction of arecognise products quickly and reduce perceived risks whenThese identified features would later be incorporated intoMar ket research also shows that women purchase almost two-thirds ofmainstream white chocolate brand. Cadbury saw a fur ther opportunity topurchasing a newly launched brand.the products brand image and adver tising.all confectioner y but eat just over half of what they buy themselves, ascreate an extremely strong brand, the Cadbury Dream bar, an adultthey are thegatekeeperswhen making purchasing decisions for the restmarket thus capitalising on the growing appeal for white chocolate andSelecting a Brand NameChocolate confectioners recognise the importance of this and spendof the family. By targeting the gatekeeper with a new product the chancesdevelop a new product category.The name for the new product was chosen following extensive marketof a successful launch is increased.more on advertising than any other food category.The result of all thisresearch in New Zealand. This included consumer focus groups whereadver tising and marketing activity is that the chocolate confectioner ygroups of consumers were brought together to provide feedback on acategor y is full of strong brands.range of potential names for the new bar. Research found that the nameDream represented the char acteristics that Cadbur ys wanted to reflectGatekeeperIrish Confectioneryin the br ands personality so that it would appeal to the target market Consumption Trendswomen in the 25 years to 34 years categor y.Having universal appeal, Irish consumers purchase and eatPurchase DisposalConsumerconfectioner y on a regular basis. Chocolate confectioner y is very muchA productsbrand personalityis a description of its characteristics ina par t of ever yday life in Ireland. We have the third highest per capitarelation to the target market for the product. It assists mar keters toconsumption of chocolate in the world at approximately 10 kg ofdevelop suitable adver tising and promotional campaigns for the product.In the case of Cadburys Dream the key elements of itsbrandchocolate per annum and spend over 100 per person.Purchaserpersonalitywere designed so that they would appeal to femaleconsumers seeking style, confidence, sophistication and self-assuredness in their lifestyles. Their research also found that it wouldWithin the female market, research shows an increasing preferencemake the product stand out.for white chocolate. The white chocolate market is considered to offerFemalesignificant potential for growth especially within the impulse segment.StylishConfidentIn Ireland, the size of the white chocolate markethas increased significantly. Increased impulsebuying, driven by consumption by children,Cadburysand innovation in the mar ket has seen itsSelf AssuredSophisticatedDreamsize increase by 50% since Cadbur yslaunched Snowflake onto the marketBrand Personalityplace in 2000. Up to 2000 the whitechocolate mar ket was primar ily a kidsFigure: Cadburys Dream Brand Personalitymarkets. Innovation has fur ther grownthis mar ket with the launch of the adultShape, Format & Sizechocolate such as Snowflake.The launch ofConsumers also had preferences for squared block chocolate for mats asCadbur ys Dream is expected to fur therthey are convenient bite sizes. This shape has proven to deliver a gooddevelop this segment of the Irish market.taste experience.Business2000www.business2000.ies i xt h edi t ion

Ensuring ConsistencyPackagingTrial and Sampling ProgrammesThe packaging for Cadbur ys Dream was also determined by consumerwith the Umbrella BrandProduct trial and sampling programmes were run both before and afterGLOSSARYresearch and influenced by the Cadburys Dream brand personality. It wasthe launch. An extensive sampling programme was used before and dur ingdesigned to fit with the products image of being soft and indulgent andthe launch to generate awareness and tr ial. Miniature bars were used toFor Cadburys it is important that its traditional image is retained, as therehad a par ticular appeal among the female target mar ket. Indeed thedrive trial and establish the taste of Dream with consumer s. A nation-wideGatekeepers:These are buyers of products who control theare benefits for the new products to be associated with Cadbur ys andselected colours on the packaging of a combination of blue and whiteon-street sampling campaign also took place using the Cadbur ys Dreamflow of information as well as making the purchasing decision.built upon the brand values that have been developed over 70 yearswere used for their attractiveness, as reflecting indulgence to the femaleTeam promotional staff. Dream was offered as free samples with(Cadbur ys brand has been in existence since 1824). Research shows thatpurchaser.Market segment:A par t of the mar ket which has its ownCadbur ys Drinking Chocolate and Cadburys Roses Top Box car tons, andcolour recognition of purple is strongly associated with Cadbur ys and thatdistinct customer profile and buyer char acteristics such that, forfree samples were given away on the cover of VIP Magazine, a popularthe Cadbur ys logo having the highest recognition of any logo amongResearch found that the final packaging showed the new product to be amarketing pur poses, it can be tar geted separately from othermagazine with a large Irish female audience.popular consumer br ands.This is par t of a Choose Cadburys mar ketingmodern and quality chocolate bar that was different enough to catch thesegments of the mar ket.strategy using the established glass and a half cor porate purple andconsumers eye on a shelf. The variety of the products offered for theConclusionflowing scr ipt that has become synonymous with Cadbur y.launch phase were the standard 45 gr amme bar, shell egg, impulse egg, 100gr amme and 200 gramme bars. As well as the standard offering seasonalLaunching Dream inofferings e.g. Easter were also planned.For Cadbur y, innovation remains one of the key elements to thetasks and activitiesIrelandcompanys success with new br ands catering for changing tastes andlifestyles. Identifying these changes in taste and lifestyle and matching thesewith quality products with strong brand values will mean that new product1.Explain the benefits of consumer testing during theCadbur ys Dream was launched to the Irish market in Febr uar y 2002. Itdevelopment will continue to be an integr al part of the Cadburys businessproduct development process? For a chocolate bar whatrepresented the outcome of intensive process by Cadbur y Irelandstrategy.aspects should be examined in during this testing?marketing team, and the beginning of a period of intensive adver tising andpromotional activities to ensure that the product would have anThere will also be fur ther development of the Cadburys Dream range.2.Define the following terms:immediate impact in the market place.Already this has seen Cadbur ys Dream varieties introduced into other(a) Br and personalitymarket segments including the gift and take home segments. Speaking atBecause the product had been launched in other markets before Ireland,(b) Above-the-line marketingthe launch of the new bar, Michael Smith, Mar keting Director, commented:Cadbur y Ireland could learn from research carried out and mar keting(c) Focus groupexperiences in these countries.Cadburys Dream is an exciting new edition to our white3.What is a consumer decision making process? How dochocolate portfolio and marks a further commitment by CadburysFrom the outset the primary marketing objective for the launch ofyou think marketers use this to ensure a product isto this market.As leaders in the white chocolate market for adults,Market research resultssuccessful?Cadbur ys Dream was to build high awareness quickly for the br and andwe plan to drive further market growth through the introductionThis market research included a range of sessionsget visibility for the launch of the product. To launch Cadbur ys Dream inof a complete cross category range.4.Outline the objectives of a product launch mar ketingwhere consumers were invited to taste the newIreland Cadburys provided heavy marketing support, with bothstrategy.product and provide feedback to the marketingabove and below-the-linelaunch activity.Above-the-linemar ketingteam on their views of the product. Feedbackincludes outdoor or TV advertisingTake homeconfectioner y is generally purchased in a supermar ket5.Identify three branded chocolate products for each of thedescribed Dream as having a better chocolatewhilebelow-the-linemarketingfor later consumption in and out of the home. Here consumersfollowing market segments impulse, take home and gift.taste, creamy, not as sweet, better texture andincludes promotional and samplingmake more rational decisions and consider the price of the product,more natural taste than other white chocolate. Inactivities.the value they place in the brand, and quantity purchased.6.Explain the difference between the roles of gatekeeper,general findings indicated to the new productpurchaser and consumer in the decision making process.would be a success. Findings included:Advertising toReflect Brand77% of females said they preferredThegiftsegment of the market contains products that arePersonalityCadbur ys Dream to a leading brand in thepurchased for everyday gift occasions such as Valentines Day,white chocolate categor y.The advertising theme for thebirthdays and Christmas. The core drivers in making a purchasing56% of consumers said they would buyCadbur ys Dream product launchdecision in this segment are "need a token of appreciation", "need aCadbur ys Dream as well as their currentwas All in a Cadbur ys Dream.romantic gesture" and "need to celebrate a special occasion".purchase.The advertising strategy was79% said Cadbur ys Dream packaging wasdeveloped around the brandImpulsepurchases are typically products bought for immediateeye-catching and stood out from the rest.personality of the product andconsumption.The core drivers for this type of purchase are indulgentsought to appeal to femaleThe research also found that white chocolateand immediate consumer needs such as "need filling up", "need a lightchocolate consumers in par ticular,buyer s were more likely to spend more onsnack", "feel like indulging" and "need some energy".their tastes and desired lifestyles.chocolate and likely to buy blocks of chocolateTheimpulsemarket accounts for 50% of total chocolate sales and 80%more frequently.of these sales are bought on an impulse basis in the UK and Ireland.This theme incorporated theResearch has found that growth in the impulse mar ket is driven bycharacteristics of indulgence andBy getting an understanding of consumerchanges in lifestyles that are affecting the way we eat and an increaseluxury associated with theintentions and attitudes toward a product thein demand for convenience. Snacking has become a par t of ever ydayproduct.TV adver tising ran acrossCadburys marketing team could get a betterlife and chocolate has become a unique impulse category because it isall the main channels. This wasunder standing of Irish consumers decision-eaten throughout the day rather than specifically at meal times. Thesupported by a widespreadmaking processes.This information would be usedpeak times for confectioner y eating are late morning "elevenses", latewww.cadbury.ieoutdoor campaign on billboards inby Cadbury to conver t a consumer who has anafternoon, after school and during the evening.prominent places and at trainawareness of the brand to move down the stepsto actual purchase.stations.W hile e ve r y e f fo rt ha s be e n m ad e t o e nsure t he ac cur ac y o f inf or ma t ion c ont a ine d in t his ca se st udy, no li abi lit y s hal l at t a ch t o ei t he r The I rish T im e s L t d. o r Woo dg rang e Te chno log ie s L t d. fo r any e rror s or o mi ssio ns in t his c as e st udy.Business2000www.business2000.ies i xt h edi ti on