The paper "Marketing Audit for Cadbury Drinking Chocolate in Australia" is a great example of a Marketing Case Study. The product I have chosen is Cadbury Drinking Chocolate. I have researched the performance of this product in the Australian market. Cadbury is the Drinking Chocolate of choice for Australians. Other international brands such as Milo and Nesquik dominate the Australian hot drinks market. Cadbury Drinking Chocolate is an essential item in every kitchen pantry. The real chocolate taste of Cadbury Drinking Chocolate is ideal as icy cold Chocolate milk during summer and as a warm full-flavored hot Chocolate during winter (Kraft Foods Australia, 2013).
Cadbury is produced by Cadbury Pty Ltd Australia which is a subsidiary of Kraft Foods international. The history of the company in Australia dates back to the opening of Cadbury Fry and Pascall in 1922. Apart from Cadbury Drinking Chocolate, the company also manufactures other Chocolate based products such as Chocolate bars, Biscuits, Kosher products, Pascall Confectionery among others. Cadbury’ s Drinking Chocolate is an essential item in many households in Australia. It is a simple and inexpensive indulgence that was not very much affected by the global economic recession whose effects did not spare Australian consumers.
Chocolate is consumed by both adults and kids in Australian homes (Kraft Foods Australia, 2013). The market could be segmented into the following segments: Demographic Gender: Cadbury Drinking Chocolate is taken by both males and females in Australia in equal measures. It is a family product and as such does not attach any gender targeting features to attract certain gender groups and exclude the other according to Peter (2008) this is characteristic of family consumer goods. Age: Cadbury is taken by the young and old alike.
This is because it is a family drink. It is basically taken during both cold and warm seasons to either cool the body or keep it warm. People take it for the unique flavor it offers. Perhaps the older generation might be substituting Chocolate with other health-conscious drinks such as soya but the young take Cadburys Drinking Chocolate regularly. Ethnicity: Cadbury is a consumer product that can be taken by anybody in Australian society. There is no ethnicity that can claim complete ownership of the brand nor is it associated with any particular ethnicity’ s culture or way of life. Knowledge of languages: the product features and instructions are well communicated in English which is spoken widely in Australia as the official language.
The target market is composed of English speakers Behavioral characteristics Expectations: Cadbury Drinking Chocolate is taken as a hot or icy drink (Kraft Foods Australia, 2013). The consumers expect to enjoy their flavor while cooling their bodies or warming their bodies depending on the particular weather conditions. Cadbury Drinking Chocolate is available ink 225g and 400g (Kraft Foods Australia, 2013).
This different packaging is meant for consumers who take varying amounts of Drinking Chocolate at home and will thus be suited by different packaging amounts. According to (Rigby, 2009) the different packaging is very strategic as some consumers prefer less of something as they can manage their consumption behavior and consequently their budgets.
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