Wouldn’t it be nice if the world was Cadbury?

Since establishment, Cadbury has adopted a number of consumer behaviour concepts that have allowed the company to grow to be one of the largest confectionary brands in the world (Nieburg, 2012).

The first consumer behaviour concept is customisation. In consumer behaviour, customisation means modifying elements of the marketing mix to meet individual customer needs (Du, Jiao and Tseng, 2005).

In 2013, Cadbury introduced a new campaign in the UK ‘Say it with Chocolate,’ where consumers could personalise a chocolate bar through its packaging. Cadbury went as far as using an in-store promotion that enabled the consumers to customise their dairy milk bars at London’s Stansted and Heathrow airports (McCarthy, 2015).

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https://www.cadburygiftsdirect.co.uk

This promotion began just before Valentines Day in 2013, where brand manager, Mark Patterson, stated that ‘its perfect for any occasion that deserves a chocolaty celebration!’ (London, 2013).

In this type of example, Cadbury altered the product to suit individual customer needs, capitalising on the special holiday to ensure that the promotion had the best chance of success. This campaign built on the idea that all consumers are different and are looking for the best possible product that would suit. By allowing the customer to design part of the packaging, Cadbury was able to meet this need for customisation in the market.

Alongside this special promotion, Cadbury has further altered their products by introducing a gift box range that allows consumers to pick a chocolate gift box to suit any occasion, altering the packaging and types of chocolates the box comes with are some aspects of the campaign (Cadburystore.com.au, n.d.). There are also options to create your own box which reinforces the idea that Cadbury is a brand that encourages customisation in the market. It’s this type of customisation that has allowed Cadbury to strengthen their brand in the market and why it continues to be a market leader.

Advertising executions is another consumer behaviour concept that Cadbury has used to convince consumers to purchase their products. This concept is described as the use of different versions of an advertisement in the same campaign (Schiffman et al, 2014).

Do you remember the infamous ‘Wouldn’t it be nice’ campaign from 2002? For those who don’t, the campaign included various advertisements running to catchy covers of The Beach Boys song of the same name. During the 7 years the advertisements ran on Television there were numerous different versions ranging from road trips to surfing to one about something as random as a postman.

These ads contributed to the company’s success in Australia, I mean when you hear the phrase ‘Wouldn’t it be nice,’ the immediate thought is definitely Cadbury chocolate… for me anyway.

The type of advertising ensured consumers would stay invested in the campaign, wondering what version would be played next. As well as this, linking the campaign to the very popular song can make consumers constantly think about the product as they try to ignore the ever so catchy tune that is stuck in their head. Cadbury targeted the idea that constant reinforcement of the brand through the popular song would increase sales of the product, while bring something new to the ads through basic stories encouraging the purchase of the product.

Reference List

Cadburystore.com.au. (n.d.). Buy Cadbury Hampers and Gifts Online | Cadbury Gifts Australia. 3 May 2018
https://www.cadburystore.com.au

Du, X., Jiao, J. and Tseng, M. (2005). Understanding customer satisfaction in product customization. The International Journal of Advanced Manufacturing Technology, 31(3-4), pp.396-406.

London, B. (2013). A wrapper good enough to eat! New Cadbury service lets customers design their own Dairy Milk bars. Mail Online. 3 May 2018. http://www.dailymail.co.uk/femail/article-2272054/New-Cadbury-service-lets-customers-design-Dairy-Milk-bars.html

McCarthy, J. (2015). Cadbury unwraps Dairy Milk gift pack personalisation at Stansted and Heathrow airports. The Drum. 3 May 2018. http://www.thedrum.com/news/2015/04/14/cadbury-unwraps-dairy-milk-gift-pack-personalisation-stansted-and-heathrow-airports

Nieburg, O. (2012). Top 10 confectionery brands globally. confectionerynews.com. 3 May 2018.
https://www.confectionerynews.com/Article/2012/09/11/Top-10-confectionery-brands

Schiffman, L., O’Cass, A., Paladino, A. and Carlson, J. (2014). Consumer Behaviour. 6th ed. Melbourne: Pearson.

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Customisation

Customisation in simple terms is defined as the action of modifying something to suit a particular individual or task. In consumer behaviour, this means modifying elements of the marketing mix to meet individual customer needs (Du, Jiao and Tseng, 2005).

A 2004 study regarding experiences and attitudes toward customized products found that attitudes were mostly positive, with nearly half of responders buying personalised products (Goldsmith and Freiden, 2004). There are an endless amount of examples that show how customisation has been applied in the market but I’ve picked probably the most well known ones to show you exactly how brands use customisation to manipulate consumer behaviour.

The first brand is Coca Cola. Other than their range of products that allow consumers to enjoy a coke for any occasion, no matter the circumstances, with products like coke no sugar and diet, you may recall the famous ‘Share a Coke’ campaign from summer 2010.

The idea to put names on their bottles targeted consumers interest! As if you don’t want your name on a coke bottle!!! And what’s even better… the campaign got its start in Australia!

In an article written by Moye (2014) it is stated that the idea behind the campaign was to ‘strengthen the brand’s bond with Australia’s young adults – and inspire shared moments of happiness in the real and virtual worlds.’ This campaign, which I’d like to point out is the first of its kind, celebrated the ‘power of the first name in a playful, social way by swapping out Coke branding on bottles and cans with the 150 most popular monikers in Australia’ (Moye, 2014).

It’s safe to say that this campaign was extremely successful, the article stating that more than 250 million named bottles and cans were sold in Australia, a population of approximately 23 million! The campaign slowly reached a global scale and as of 2014 made its mark in more than 70 countries (Moye, 2014).

Lucia Austin, the director marketing for Coca Cola in the South Pacific at the time of the campaign states that ‘We gave consumers an opportunity to express themselves through a bottle of Coke, and to share the experience with someone else. Who would want their name on a brand unless it was as iconic as Coke? “Share a Coke” found the sweet spot by making consumers famous through the most iconic brand in the world’ (Moye, 2014).

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https://buy.shareacoke.com

Another prime example of customisation is the Apple Watch. This could be the most basic idea of customisation in the market, yet it’s still so effective! As per a part of the customisation definition, ‘modifying elements of the marketing mix to meet individual customer needs’ (Du, Jiao and Tseng, 2005) it is evident that Apple has customised the product, specifically the accessories to suit consumer needs, that is, the idea of personalisation and identity.

You ever seen an Apple Watch? Did you notice the size, the colour, the watch band, the watch face? You can make it as different as you want! I have an Apple Watch, a 38mm one which perfectly suits my tiny wrist. And for that Apple Watch, a number of watch faces that I have downloaded and continuously rotate as well as 4 different watch bands for any occasion.

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If you visit the Apple website you can buy any kind of watch band you want to customise your watch and the Apple Watch app comes with a number of watch faces that you can use as well as the other hundreds of external apps you can download to create the best watch face! different to a basic watch, the Apple Watch is a leader in the market because of its ability to change to suit consumer wants.

Nike is the final example. NIKEiD has introduced a website where consumers can create their own shoe.

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https://www.nike.com/in/en_gb/c/nikeid

Nike wanted to increase their direct to consumer sales so they came up with the idea to sell customisable shoes to consumers, selling them for $170 (Productimize, 2017).

This scheme allowed Nike to gain market share in a number of markets internationally, I mean, who doesn’t want to create their own shoe! Nike profits increased as new and existing consumers were drawn to this new phenomenon made available to them. (Productimize, 2017).

Reference List

Du, X., Jiao, J. and Tseng, M. (2005). Understanding customer satisfaction in product customization. The International Journal of Advanced Manufacturing Technology, 31(3-4), pp.396-406.

Hein, B. (2014). Apple Watch hides subtle diss to competition on its clock face. Cult of Mac. 2 May 2018.
https://www.cultofmac.com/295442/apple-watch-clock-face-hides-subtle-diss-competitors/ 

Moye, J. (2014). Share a Coke: How the Groundbreaking Campaign Got Its Start ‘Down Under’. Journey. 2 May 2018
https://www.coca-colacompany.com/stories/share-a-coke-how-the-groundbreaking-campaign-got-its-start-down-under

Ouma Oloo, P. (2015). Where did the Share a Coke idea come from?.  DotMaxIT. 2 May 2018.
http://dotmaxit.co.ke/index.php/2015/02/21/where-did-the-share-a-coke-idea-come-from/ 

Productimize. (2017). Top 4 Product Customization Examples – Productimize. 2 May 2018. https://productimize.com/blog/best-product-customization-examples/

Ronald E. Goldsmith, Jon B. Freiden, (2004) “Have it your way: consumer attitudes toward personalized marketing”, Marketing Intelligence & Planning, Vol. 22 Issue: 2, pp.228-239.

Schlemmer, Z. (2017). NIKEiD VaporMax June 2017 Release Info | SneakerNews.com. Sneaker News. 2 May 2018.
https://sneakernews.com/2017/06/06/nike-vapormax-nikeid-june-2017-release-info/

YouTube. (2017). Share a Coke: Guess My Name | Coca-Cola Summer :30. 2 May 2018. https://www.youtube.com/watch?v=DimMrdLRNT0&feature=youtu.be

YouTube. (2014). Nike. Made For You.. 2 May 2018
https://www.youtube.com/watch?v=_rBCVF9gcog

 

The Internet of Things

Have you ever thought about all those little devices that are lying around your house? More specifically, the ones that make your life easier by being able to do tasks at the switch of a button or a voice command?

You may be interest to know that any device that is connected to bluetooth or the internet has the power to store your personal data and distribute it to major companies such as Apple and Google.

If you want to read more this website touches on everything you need to know about your smart devices.

An example of this is a device as simple as your printer.

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But don’t stress too much though, they can’t distribute any information without your consent! So make sure you read everything before you agree to something and do basic resets before you sell your devices to make sure that whoever buys it can’t access your information either.

Digital Resistance

Hacktivism is becoming a massive part of the internet these days, but is it good or bad?

Firstly, hactivism is the use of computers or computer networks to promote political or social change.

So, is it okay for a hacker group to hack into an online dating service, take users personal details and release them? Because that’s exactly what happened to Ashley Madison. A hacker group named ‘The Impact Team’ leaked over 25gb of company data, including users personal details. Now some would say that it is completely unethical and should not have happened and it probably shouldn’t have but there are 2 sides to every story…

Ashley Madison is a dating website that specialises in extramarital affairs! So knowing this, has your opinion changed? Is it now okay for the hackers, who can also be known as whistleblowers, to leak this information so people can find out if their partners are being unfaithful?

Hacking can be good and bad… sometimes it releasing information that needs to be known, but sometimes it is unnecessary and can be hurtful. It’s all up to the opinion and ethics of the individual to decide whether Hacktivism is good or bad!!

MZCA3CP

 

 

The Social Network Revolutions

You can’t ignore the powers of social media when it comes to revolutions. Because of the distributed and decentralised nature of the internet, it is easy for anyone to capture and distribute content in minutes with the uncertainty of whether it will go viral or not, and it is because of this that social media has such power.

As platforms that are used by billions of people around the world, Facebook, Twitter and Instagram have been the main source of news in a lot of revolutions that have been distributed globally.

If you want an example of how social media is used to start revolutions you can look no further than the Kony 2012 campaign.

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The whole point of this campaign was the make Kony famous and what better way to do that then release a video on platforms that are used by billions of people around the world.

Other examples of revolutions include #cutforbieber and #SupportParis that were predominant on Twitter.

What revolution will be next?

SIFYNDS

Bridges Made of Pebbles

Traditional media is nearing its end as we progress using social media sites as our source of news. This is mainly because of the continuous interest in citizen journalism… that is, we (the citizens) are now sources of news and are also the gate watchers for fake news!

News shows aren’t appealing anymore and because scrolling through Twitter, Instagram and Facebook are the most popular pass times for most young adults it has become our predominant source of news.

We are also creating the news through comment threads and discussions as well as the use of mobile phones allowing us to capture anything as its happening and distributing it to the world in minutes.

Not only are we creating and using social media journalism, but it is becoming our main source of news and research! This can be a problem because of all the fake news that is released. How can we decide what is reliable and what isn’t???

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