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).
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.
Cadburystore.com.au. (n.d.). Buy Cadbury Hampers and Gifts Online | Cadbury Gifts Australia. 3 May 2018
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.
Schiffman, L., O’Cass, A., Paladino, A. and Carlson, J. (2014). Consumer Behaviour. 6th ed. Melbourne: Pearson.