The paper "Marketing Communication of the Gunners Agency and Cadbury" is a good example of a marketing case study. The Gunners Agency has recently won a marketing contract with Cadbury. Our team has since performed further extensive market research and has come up with a figure of marketing strategies which will help Cadbury to improve its brand awareness and to drive growth in the business. This report will deliver three sections including Strategic decisions, creative strategies and marketing communication tools. The Strategic decisions section will further elaborate on the areas of target markets, market segmentation dimensions, positioning and objectives. Creative strategies will include campaign theme and ideas, their execution techniques and how they integrate with the current brand’ s positioning. Lastly, the marketing communication tools section will demonstrate how different marketing communication tools, resources and media can be used to strategically integrate and support the marketing campaign themes, and ultimately achieve the overall communication objectives. 1.STRATEGIC DECISIONS Target market There are three categories of consumers that will be targeted by this strategy.
These are the primary, secondary and tertiary markets. The primary target market incorporates youth between the age of 12 to 25 years.
The secondary target market is children while the people aged 25 and above forms the tertiary target market The market is segmented based on consumers characteristics. The first target market is identified with youth who give out chocolates as gifts to impress their peers. This is a prime market. There is also the secondary market identified with the children who have great desires for chocolate. They love taking a chocolate. Lastly, there are parents and adults aged above 25 years. This is the tertiary market.
Parents who care about their children buy chocolate for them. Chocolate is loved by the old because it is known to be tasty and a good antioxidant. Market segmentation dimensions Market segmentation refers to a group of people with similar characteristics, this characteristic causes them to have similar needs and preferences for a given product (Cornelissen, 2001). There is a need to divide the market into identifiable segments with target groups categorized based on their characteristics, needs and preferences. The specific segment will have a specific marketing plan that will ensure there is an effective and efficient communication strategy. Demographic Gunners Agency will adopt demographic market segmentation.
This strategy will classify the target market based on measurable statistics like gender, income, education, age, marital status and religion. This demographic information will be very vital because it gives guidance on the preference, nature and status of the target market. Research indicates that chocolate is consumed more by the youth particularly the age between 12 and 25 years range. These youth give out chocolate as gifts to please their peers. (Schroder et al, 2011) Geographic Gunners Agency will adopt geographic market segmentation; this segmentation strategy will categorize the target market based on geographical location.
Home addresses, city, region and state data shall be critical in effectively determining the geographical location of target consumers. Different consumers in different regions have varying needs and preferences that must be accurately specified (Kotler and Keller, 2009). Gunners Agency has categorized the target market based on urban, suburban and rural areas. The urban population has different needs and preferences compared to those in suburban and rural areas.
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