Promotional Marketing Campaign for Cadbury's Bournville Dark Chocolate

This marketing campaign aims to promote Cadbury's Bournville Dark Chocolate and create awareness about the product. The target audience is women, millennials, and those who can't get enough of chocolate. The campaign will be connected with the targeted audience through social media and email. The message is quality product at affordable prices.

P R O M O T I O N A L
M A R K E T I N G
C A M P A I G N

C H O O S E A B R A N D / P R O D U C T O R S E R V I C E
S E L E C T E D F O R C A M P A I G N
Introduce the brand/product or service the
brand history
Cadbury is one of the major candy companies in
the united kingdom, with its headquarters in
unbridged, west London. bourneville, a Cadbury
chocolate bar, is one of the products that is being
examined for the promotion
Explain their brand/product or service market
segmentation?
service market segmentation
Bournville dark chocolate is sold by the company which
is named after a village.
Cadbury's Bournville dark chocolate is a Cadbury brand
and it is widely available globally.
It also contains percent of cocoa which is good for
health.

4 P ’ S ( B R A N D V I S I O N )
Price
Excellent quality comes at a
price and Cadbury has a
variety of pricing techniques
for its products that is
economy, skimming and
bundle pricing.
Product
Products comprises of the
good which are sold by the
company in order to
expand in the market and
fulfil the demand of the
customers. It has a wide
range of products from
bournvita to dairy milk.
Place
The products of the
company are offered
globally as it has a strong
network of distribution and
all the people have access
to the products irrespective
of urban and rural regions.
Promotion
The company has make
sure to follow all the
market trends and made
proper emotional
advertising in order to
connect the audience better.

C A M PA I G N C O N C E P T B U I L D
What is the aim of the
campaign?
The aim of the campaign is
to promote the company and
create awareness about the
specific product. Also, to
create differentiated product
with the aim of capturing the
market.
Who is the audience you aim to
target?
The main audience will be women
as they have strong craving for it.
Also, the , millennials, and those
who can't get enough chocolate
will be the target audience .Those
with a greater wealth are also
affected.
What is the message you want
to tell?
The message is quality if
product at affordable prices.

T A R G E T A U D I E N C E F O R C A M P A I G N
• Who is the target audience?
• Target audience will be aimed at
women, millennials and those
who can't get enough of
chocolate.
• Along with it, those who have
higher income.
Create a profile to demonstrate this
Steps Explanation
Create broad
descriptions of
the ideal
customers
For that the behaviour of the
customers in order to
understand the feel of the
consumers towards the
specific product.
Look at the
demographics of
the potential
customers.
This step will be done my
doing research on the various
demographics such as age, job
and earnings
Determine the
target
audience's
needs and
issues.
The main issue is having good
quality in a affordable price.
Decide where
the customers
will look for the
The customers can visit official
website and follow the social
media handles in order to have

C R E A T E A M A R K E T I N G C A M P A I G N
•

C R E A T E A M A R K E T I N G C A M P A I G N

B R A N D C O N N E C T I O N
• Explain how your campaign connect with the
target audience?
• The campaign will be connected with the targeted
audience with the help of social media that is by
monitoring the social media feedback of the
customers.
• By being connected to the customers for
example wishing them birthday by sending them
e-mail.

R E F L E C T I V E R E P O R T
What is your BA pathway and why did you
choose this ?
• BA pathway is said to be the bachelor's degree
which is equal to four to eight years of related
work experience.
• I choose business management to enhance the
level of knowledge in the process of learning and
improve the level of skills.
What was your experience studying on the foundation year?
• The year was meaningful in the aspects of learning and
through this module
• I was able to get new skills which will be useful in my future
journey.
• In addition to this, I got to know about the importance of
teamwork, presentation, time management and self
management

R E F L E C T I V E R E P O R T
What went well on the foundation year?
• Almost everything went well in the foundation
year as we got the chance to share our feedback
about all the subjects
• . Another plus point was that after attending all
the classes I was able to present myself and build
relationships with the classmates.
• Because I didn't have to adjust to any major
changes during the learning process.
What did you find challenging in the
foundation year?
• All the tasks took a long time to complete as
I was new but my batch mates supported me
in that .
• They all helped me in setting my goals,
targets in the process of learning and all the
learners grew together by overcoming our
weakness.
• With the help of my teachers, I was able to
manage my time otherwise things got
difficult.

R E F L E C T I V E R E P O R T
What areas do you need to improve on having
studied in the foundation year?
• I was required to improve my attitude in order to
have better grades and for that it is crucial to get
rid of negativity in the head.
• As I am introvert, so I should contact with my
teachers on a regular basis and also to pay more
attention in the class.
• I also need to improve my time management
skills so that I will be able to have proper
planning to make sure about my overall
development.

R E F E R E N C E S
• Moise, D., Stoian, M., Francu, L.G. and Sabie, O.M., 2021. Promotional Marketing Campaigns in Pandemic
Times. In SHS Web of Conferences (Vol. 129, p. 01021). EDP Sciences.
• Epure, M. ed., 2018. The role of language and symbols in promotional strategies and marketing schemes.
IGI Global.
• Borden, D.S. and Suggs, L.S., 2019. Strategically leveraging humor in social marketing campaigns. Social
Marketing Quarterly, 25(3), pp.193-208.
• Mullin, R., 2018. Promotional marketing. Routledge.
• Galli, B.J., 2020. Using marketing to implement a strategic plan: Reflection of practiced literature. In Start-
Ups and SMEs: Concepts, Methodologies, Tools, and Applications (pp. 1518-1532). IGI Global.