Business

2000

THE PRODUCT
LAUNCH OF
DREAM
Linking
The Consumer
Development
Decision
and

SIXTH edition

Market
MakingResearch
Process

The technical development of Cadburys Dream took

place over four years and involved extensive use of
consumer feedback. For a chocolate bar market
Awareness
research in the form of consumer testing
will
impact on the products recipe, texture,
Interest
shape, format, size and packaging. It is
impor
tantchocolate
to get allmarket
these
elements
Alternatives
Mar ket estimates value the total
Irish
at about
The Importance of Strong
correct
when
launching
a
product.
375 million of which the white chocolate mar ket segment is currently
Confectionery Brands.
Focus of
Selection
Cadbury
valued
at
12
million,
almost
3%
of
the
total
chocolate
market.
This
Strong br ands are ver y important in the chocolate confectioner y
Recipe
andMarketing
Texture
clearly
represented
an
area
for
future
growth.
market. Almost 80% of chocolate purchases are made on impulse.
Purchase
Mar ket research carried out
toamong
attract
Buyers generally decide quickly which confectioner y product to buy
Impulse
chocolate
consumers
found
that
With proven
levels of confectionery consumption,
and
growth
Post-Purchase
with almost half of purchase decisions made within 10 seconds
of
purchasing
opportunity in white chocolate,consumers
Cadbur ysassociated
identifiedaaunique
gap in intimacy
the Irish
arriving at the confectioner y fixture in the store.
with
white
chocolate.
Popularity
the
market for a new white chocolate brand. Previously, white chocolateofwas
product
market of
testing
was attr launch
ibuted in
to
targeted only at the kids market.
Theinsuccess
the previous
The importance of developing strong confectionery brands is
several
key
features
including
flavour,
sweetness,
2000 of Cadburys Snowflake, a white chocolate bar covered in milka
therefore clear, with consumers using brands and packaging to
creamy
aa melt-in-your-mouth
texture.
Female
Market
for White
Chocolate
chocolate would
setaftertaste
the
sceneand
for
successful
introduction
of a
recognise products quickly and reduce perceived
risks
when
These
identified
features
would
later
be
incorporated
into
Mar
ket
research
also
shows
that
women
purchase
almost
two-thirds
of
mainstream white chocolate brand. Cadbury saw a fur ther opportunity
to
purchasing a newly launched brand.
the
products
brand
image
and
adver
tising.
all confectioner
y
but
eat
just
over
half
of
what
they
buy
themselves,
as
create an extremely strong brand, the Cadbury Dream bar, an adult
gatekeepers
they
for the
areand
rest
the
market thus capitalising when
on themaking
growingpurchasing
appeal fordecisions
white chocolate
Selecting
a Brand
Name
Chocolate confectioners recognise the importance
of the
offamily.
this andBy
spend
targeting the gatekeeper
with
a
new
product
the
chances
develop a new product category.
The name
thethis
new product was of
chosen
following
extensive
market
a successful
launch
is increased.
more on advertising than any other food category.The
result for
of all
research
in
New
Zealand.
This
included
consumer
focus
groups
where
adver tising and marketing activity is that the chocolate confectioner y
groups of consumers were brought together to provide feedback on a
categor y is full of strong brands.
range of potential names for the new bar. Research found that the name
Dream represented the char acteristics that Cadbur ys wantedGatekeeper
to reflect
Irish Confectionery
in the br ands personality so that it would appeal to the target market
Consumption Trends
women in the 25 years to 34 years categor y.
Having universal appeal, Irish consumers purchase and eat
Purchase
Consumer
Disposal
confectioner y on a regular basis. Chocolate confectioner y is very much
is a description of itsbrand
characteristics
personality
A products
in
a par t of ever yday life in Ireland. We have the third highest
capita
relation per
to the
target market for the product. It assists mar keters to
consumption of chocolate in the world at approximately
develop suitable
10 kg of
adver tising and promotional campaigns for the product.
In the case of Cadburys Dream the key elements
brand
of its
chocolate per annum and spend over 100 per person.
Purchaser
were designed so that they would appeal
personality
to female
consumers seeking style, confidence, sophistication and selfassuredness in their lifestyles. Their research also found that it would
Within the female market, research shows
make
an the
increasing
productpreference
stand out.
for white chocolate. The white chocolate market is considered to offer
Female
significant potential for growth especially within the impulse segment.

A WHITE OPPORUNITY - ADULT WHITE CHOCOLATE

Business 2000

s i xt h edi t ion

Confident
Stylish
In Ireland, the size of the white chocolate
market
has increased significantly. Increased impulse
buying,
driven
by
consumption
by
children,
www.business2000.ie
Shape,
Brand
Format
Cadburys
Personality
Dream
&
Size
Consumers
they are convenient
also had preferences
bite sizes.
chocolate
and
develop
Cadbur
this
This
chocolate
for
markets.
size
innovation
launched
place
squared
mar
shape
increase
such
ys
this
ket
in
Innovation
Dream
mar
has
segment
as
with
block
2000.
Snowflake
in
Snowflake.The
by
ket
proven
the
the
50%
ischocolate
Up
was
mar
expected
of
launch
has
to
to
since
taste
primar
the
onto
ket
2000
fur
deliver
Sophisticated
Irish
Self
experience.
has
of
for
Cadbur
ther
the
to
launch
the
ily
the
Assured
market.
mats
fur
seen
market
agrown
awhite
good
adult
kids
ther
ys
its
as
of
Figure:
Cadburys
Dream
Brand
Personality

Packaging

Trial
and Sampling
Programmes
Ensuring
Consistency

The packaging for Cadbur ys Dream was also determined

bytrial
consumer
Product
and sampling programmes were run both before and after
research and influenced by the Cadburys Dreamthe
brand
personality.
It wassampling programme was used before and dur ing
launch.
An extensive
designed to fit with the products image of being soft
and
indulgent
and
the launch to generate awareness and tr ial. Miniature bars were used to
For ket.
Cadburys
itthe
is important that its traditional image is retained, as there
had a par ticular appeal among the female target drive
mar
trialIndeed
and establish
the taste
of Dream
withofconsumer
s. A
nation-wide
These
aretobuyers
products
Gatekeepers:
control
the
benefits
for the new products
be associated
withwho
Cadbur
ys and
selected colours on the packaging of a combination ofare
blue
and white
on-street sampling
campaign also
took as
place
usingthe
thepurchasing
Cadbur ys
Dream
flow
of
information
as
well
making
decision.
built
the brand values that have been developed over 70 years
were used for their attractiveness, as reflecting indulgence
to upon
the female
promotional
staff.
Dreamsince
was offered
as free samples
(Cadbur Team
ys brand
has been in
existence
1824). Research
showswith
that
purchaser.
A
par
t
of
the
mar
ket
Market
which
has
segment:
its
own
Cadbur
ys
Drinking
Chocolate
and
Cadburys
Roses
Top
Box
car
tons,
and
colour recognition of purple is strongly associated with Cadbur ys and that
distinct
customer
profile
and
buyer
char
acteristics
such
that,
for
free
samples
were
given
away
on
the
cover
of
VIP
Magazine,
a
popular
the Cadbur
logo
Research found that the final packaging showed the new
productys
to be
a having the highest recognition of any logo among
marketing
pur
poses,
it
can
be
tar
geted
separately
from
other
a large Cadburys
Irish femalemar
audience.
popular
consumer
ands.Thismagazine
is par t ofwith
a Choose
keting
modern and quality chocolate bar that was different
enough
to catchbrthe
segments
of
the
mar ket.
using
consumers eye on a shelf. The variety of the productsstrategy
offered for
thethe established glass and a half cor porate purple and
flowing
launch phase were the standard 45 gr amme bar, shell egg, impulse
egg,scr
100ipt that has become synonymous with Cadbur y.
gr amme and 200 gramme bars. As well as the standard offering seasonal
offerings e.g. Easter were also planned.
For Cadbur y, innovation remains one of the key elements to the
companys success with new br ands catering for changing tastes and
lifestyles. Identifying these changes in taste and lifestyle and matching these
with
quality
with
strong
will mean
thatuar
new
product
Explain
thebrand
consumer
testing
during
the
1.
Cadbur
ys products
Dream was
launched
tobenefits
the values
Irishofmarket
in Febr
y 2002.
It
development will continue
to
be
an
integr
al
part
of
the
Cadburys
business
product
development
process?
For aby
chocolate
what
represented
the outcome
of intensive
process
Cadbur ybar
Ireland
strategy.
aspects
should
be
examined
in
during
this
testing?
marketing team, and the beginning of a period of intensive adver tising and
promotional activities to ensure that the product would have an
There will also be fur ther development of the
Define
Cadburys
the following
Dream terms:
range.
2.
immediate impact in the market place.
Already this has seen Cadbur ys Dream varieties introduced into other
Br andSpeaking
personality
market segments including the gift and take home (a)
segments.
at
Because the product had been launched in(b)
other
markets
before
Ireland,
Above-the-line
marketing
the launch of the new bar, Michael Smith, Mar keting
Director, commented:
Cadbur y Ireland could learn from research carried out(c)
andFocus
mar keting
group
experiences in these countries.
Cadburys Dream is an exciting new edition to our white
What is a consumer decision making process? How do
3.
chocolate portfolio and marks a further commitment by Cadburys
From the outsetyou
the think
primary
marketers
marketing
useobjective
this to ensure
for the
a product
launch of
is
to this market.As leaders in the white chocolate market for adults,
successful?
Market research results
Cadbur ys Dream was to build high awareness quickly for the br and and
we plan to drive further market growth through the introduction
This market research included a range of sessionsget visibility for the launch of the product. To launch Cadbur ys Dream in
of a complete
crosslaunch
category range.
Outline the
objectives
a product
4.
where consumers were invited to taste the new
Ireland Cadburys
provided
heavyofmarketing
support,mar
withketing
both
strategy.
product and provide feedback to the marketing
above and below-the-line
Above-the-line
launch
mar
activity.
keting
team on their views of the product. Feedback
outdoor
or TV
confectioner
y isincludes
generally
purchased
in advertising
afor
supermar
Take
ket
Identify
three branded
chocolate
products
each home
of the
5.
described Dream as having a better chocolate
while
below-the-line
marketing
for
later
consumption
in
and
out
of
the
home.
Here
consumers
following
market
segments

impulse,
take
home
and
gift.
taste, creamy, not as sweet, better texture and
promotional
andofsampling
make more rational decisionsincludes
and consider
the price
the product,
more natural taste than other white chocolate. In
activities.
the
Explain
value
they
the
place
difference
in
the
between
brand,
and
the
quantity
roles
of
gatekeeper,
purchased.
6.
general findings indicated to the new product

with the Umbrella

Brand
GLOSSARY

Conclusion

Launching Dream in
tasks and activities
Ireland

would be a success. Findings included:

77% of females said they preferred
Cadbur ys Dream to a leading brand in the
white chocolate categor y.
56% of consumers said they would buy
Cadbur ys Dream as well as their current
purchase.
79% said Cadbur ys Dream packaging was
eye-catching and stood out from the rest.

purchaser and consumer in the decision making process.

Advertising to
Reflect
Brand
segment of
the market
contains products thatThe
gift
are
purchased for everydayPersonality
gift occasions such as Valentines Day,

Thecore
advertising
theme
for athe
birthdays and Christmas. The
drivers in
making
purchasing
Dream
product launch
decision in this segment are Cadbur
"need a ys
token
of appreciation",
"need a
romantic gesture" andwas
"need
All
toin
celebrate
a Cadbur
a special
ys Dream.
occasion".
The advertising strategy was
developed around the brand
purchases are typically
products
immediate
Impulse
personality
of thebought
productfor
and
consumption.The core driverssought
for thistotype
of
purchase
are
indulgent
appeal to female
The research also found that white chocolate
and immediate consumer needschocolate
such as "need
filling in
up",
a light
consumers
par"need
ticular,
buyer s were more likely to spend
more
on
like
"need
some
their
and
W hile e ve r y e f fo rt ha s be e n m ad e t o e nsure t he snack",
ac cur ac y "feel
o f inf or
ma tindulging"
iontastes
c ont a ine
d and
indesired
t his
ca selifestyles.
st udy, noenergy".
li abi lit y s
hal l at t aof
ch chocolate
t o ei t he r The I rish T im e s L t d. o r Woo
dg rangaccounts
e Te chno logfor
ie s 50%
L t d. fo of
r any
e rrorchocolate
s or o mi ssiosales
ns in t and
his
c as
e st
chocolate
and
likely
to
buy
blocks
market
total
impulse
80%
The
www.cadbury.ie
Business
2000
www.business2000.ie
more
By
intentions
Cadburys
under
making
by
awareness
to
actual
Cadbury
getting
frequently.
standing
processes.This
purchase.
and
of
marketing
an
to
the
understanding
attitudes
conver
of
brand
Irish
team
t
consumers
information
to
a
toward
consumer
move
could
of
a
consumer
down
product
get
decisionwho
would
a
the
better
has
the
steps
be
an
used
peak
in
life
changes
of
demand
eaten
Research
and
these
times
chocolate
throughout
in
sales
for
lifestyles
has
convenience.
confectioner
are
found
has
bought
the
that
become
that
afternoon,
day
are
on
growth
y
rather
Snacking
affecting
eating
an
a
This
characteristics
luxury
product.TV
all
supported
outdoor
prominent
stations.
unique
impulse
the
after
than
in
theme
are
main
the
associated
has
the
school
campaign
specifically
impulse
late
by
impulse
places
basis
become
way
incorporated
adver
channels.
morning
a
of
widespread
and
we
in
indulgence
category
and
with
tising
on
mar
the
during
a
eat
at
par
billboards
at
This
"elevenses",
UK
meal
the
ket
and
train
ran
the
t
of
because
the
and
is
was
an
across
times.
and
ever
driven
evening.
increase
Ireland.
inyday
The
it
late
by
is
s i xt h edi ti on
udy.