Cadbury World: Executing a Marketing Campaign to Increase Visitors

This report details a marketing campaign execution plan for Cadbury's World in Birmingham, UK, aimed at increasing visitor numbers between September 2021 and March 2022. The campaign focuses on leveraging the attraction's unique offerings, such as chocolate history tours, 4D adventures, and chocolate-making experiences. The target market is identified using the STP model, focusing on kids and families through promotional activities and combo offers. The campaign objectives include a 10% increase in visitors and enhanced positive reviews on digital media platforms. The marketing mix (Product, Price, Place, Promotion) is thoroughly analyzed, with emphasis on social media promotion, user-generated content, and special offers to attract a larger audience. Benchmarking is proposed as the key performance indicator to measure the campaign's success by comparing performance against set objectives. The report concludes that a well-planned digital marketing campaign is crucial for achieving the goal of increased customer engagement and visitor numbers.

Marketing campaign
execution plan

Table of Contents
INTRODUCTION...........................................................................................................................1
Target Market ..................................................................................................................................1
Objective of Campaign ...................................................................................................................1
Proposed Marketing Campaign........................................................................................................2
Measuring Success of the Campaign ..............................................................................................4
CONCLUSION................................................................................................................................5
References:.......................................................................................................................................6
Online..........................................................................................................................................6

INTRODUCTION
The Cadbury's World is the famous visitor place of attraction situated in the Birmingham,
England, UK. The place is the uncover world of delightful chocolate which contain different
zones covering the history of chocolate and Cadbury (Beazer and Cummins, 2020). The place
features the self guided tour which exhibit creation and running of the Cadbury brand. The place
was established in 1990 and had its opening on 14 August 1990 by the Morgan Anderson.
Formally on 12 April 1991 for the visitors it was opened by the Honourable Prime minister John
Major. The products of place are the tour of history of chocolate, adventure and play in
chocolate rain, methods to learn how chocolates are made, a place to add and eat favourite
confectionery to warm melted Cadbury dairy milk and other adventure activities related to
Cadbury journey. Due to Covid-19 the visitors of the Cadbury's world are low.
Target Market
To identify the target market STP model is used
Segmentation: The target customers of the Cadbury's world are the kids from primary and
preliminary schools and parents with kids.
Targeting: to target the particular segment of customer Cadbury's world should target the
parents and kid's through combo offers and free gifts.
Positioning: For positioning the target market should be approached with promotional activities
to appeal the selected market segment (Wawrowski and Otola, 2020).
Objective of Campaign
The objective of the marketing campaign of the Cadbury's world is to increase the nummber of
leisure visitors of the place for the period of September 2021- March 2022 within the timescale
and realistic budget.
From the above objective two smart marketing objectives of the campaign are:
Objective 1: to increase the 10% increase of visitors of the Cadbury's world tour within 6 months
to increase the revenue.
Objective 2: to increase the followers and enhance the positive reviews over the digital media
platforms within 3 months.
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Both the objectives are SMART objectives as they are specific with the company's campaign
objective and are also completely measurable. The objectives are attainable to certain activities
and are also time specific.
Proposed Marketing Campaign
To propose and justify the marketing campaign for the Cadbury's world marketing mix concept
is used and discussed below:
Product: According to the (Cadbury World, visit Brimingham), The Product are the entity that
the company offers to their customers or are required to develop to meet the desires and needs of
the consumers. The product is the base factor for the marketing campaign and to meet the
objective of the campaign. The product of the Cadbury's world are highly fascinating and
attractive to influence and force the customers to visit the place. The products and services of the
Cadbury's world includes character dining, character birthday treats, chocolatier experience and
Afternoon tea. The product discussed are just categories the actual list of product of the
Cadbury's world includes a world of delicious, delightful and a fascinating fun packed bundle of
product range. The place has tour of history of chocolate and Cadbury's business, a 4D chocolate
adventure, multisensory cinema, a chocolate rain game and a place where visitors can add warm
melted chocolate over their favourite confectionery. In the Cadbury's world visitors can also
experience magical Cadbury ride, meet the hosts of Cadbury characters. With the Covid-19
restriction Cadbury's world can have virtual workshop for the students to learn different way of
using cadbury's chocolates and products (Rozalena, 2020). The company has launched new
photo booth for customers to share their pictures of place and products on the social media
accounts to create the presence on the social media and other digital platforms.
Price: According to the (Cadbury WORLD), The prices are the value in exchange of the service
and products served by the company's. In Cadbury's World the prices for the period of
September 2021- March 2022 has been decreased and also there are some special offers and
discounts available. For the peak season the ticket price for the adults and children are same and
also there are Free coupons for the free rides and adventurous when bringing more than 15
visitors. There are different price package for the groups and school students. The prices of
lunch, afternoon snacks and tea are also reasonable. There is reduction in the price for the loyal
customer segment that have a Cadbury batches. The prices also vary for its age group of visitors
for instance the prices for kid below 4 years is low compared to the kids above then 4 years. The
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prices also vary for family tickets. Also on the student id there are discounts. Hence the pricing
are highly reasonable in exchange of the life long delightful experience the place provide to the
visitors. Through such pricing strategy the company can engage more customers and also
through this the numbers of visitors will increase (Vítek, 2021).
Place: According to the (Cadbury World, visit Brimingham), The place refers to the distribution
of the products and services. For the Cadbury's World the place to sell ticket to access the entry
in the place is the place itself and also through phone call, message or online websites to increase
the customers and meet the objective of the marketing campaign. There the places like cafes,
dining area of Cadbury where the customers can eat and relax. To save the time and to avoid
contact the company has made the whole process of booking digital through mobile apps and
website. To increase the customers the place has method travel through train which saves time
and also reduce tiredness of walking in such big area. The place of the Cadbury's world is highly
attractive because of its beauty, colourfulness, smell of coco bean. The place is with perfect
environment and is best for creating social media content (Bartz-Beielstein and et. al., 2020). The
company should use digital platforms like Instagram, twitter, snap chat, you tube to share the
videos, visitor's experience, images, new offers to increase the presence among more people and
also to attract the visitors from worldwide. The digital platform will influence the kids as
currently kids are highly active over you-tube and millennials are highly active over social
media.
Promotion: The promotion is the key element of this marketing campaign as it has the power of
reaching the audience and setting the time scale to meet the objectives time specifically. Social
media is the effective platform for promotional activities to reach the larger segment of audience
in less time. The Cadbury's world has set the time scale of 2 month to conduct this marketing
campaign through digital media platforms in order to achieve its objectives and later the 2
months to review the results and make corrections of the marketing campaign. For the promotion
the company has launched different sales promotion such as with 4 members ticket of one adult
is free, lunch free with group of more than 20 visitors and special discounts for the school
groups. The company is also using User generated content to for the campaign as this has more
influencing power and also are authentic (Wawrowski and Otola, 2020). Instagram, website like
trip advisor and You tube will be the main focus for the marketing campaign as they contain
more kid audience and kids are the main target as the are major source to increase sales. For
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increasing number of visitors the company is also sending brochures with promotional strategy
that contains special offer for the schools.
Budget
Measuring Success of the Campaign
To measure the success of the Marketing Campaign of the Cadbury's World the key performance
indicator used is benchmarking. Benchmarking is the effective way by which company will
compare the its performance with the objective it has set. Cadbury's world will use this key
performance indicator to measure the performance and success of its marketing campaign by
comparing it with the smart objectives of the Campaign. Using the objectives set for the
marketing campaign it will become be easy to analyse the success and the level performance.
Benchmarking: Benchmarking is the performance measuring tool that businesses use when
they want to set benchmark or to compare the set bar with the current situation. The
benchmarking will involve the gathering of data, extracting and analysing of data and then
comparing it with the standards set (Bartz-Beielstein and et. al., 2020). The benchmarking that
Cadbury's world will use to measure the success factor of the marketing campaign will be
internal benchmarking because there is the comparisons in the internal metrics with the set
objectives of the marketing campaign.
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CONCLUSION
From the above information it is concluded that marketing campaign is the best tool to target the
audience. Also the digital marketing campaign that uses the different social media platforms and
digital marketing channels are the most impactful way to attain the goal of increasing the
customers or auidence for the organisatin. For the success of the Marketing campaign the most
important thing is to analyse the customer segment in advance, use effective marketing content
to approach customer base and must set a appropriate time scale and budget and work within it.
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References:
Books and Journals
Bartz-Beielstein, T and et. al., 2020. Benchmarking in optimization: Best practice and open
issues. arXiv preprint arXiv:2007.03488.
Beazer, K. and Cummins, K., 2020. Effective marketing strategies for a medical laboratory
science program. American Society for Clinical Laboratory Science.
Rozalena, A., 2020. Creative Content on the Digital Campaign Tokopedia “Seller Story”. Jurnal
Komunikasi: Malaysian Journal of Communication, 36(4).
Vítek, M., 2021. Events as an Effective Marketing Communication Tool. In SHS Web of
Conferences (Vol. 90, p. 01022). EDP Sciences.
Wawrowski, B. and Otola, I., 2020. Social Media Marketing in Creative Industries: How to Use
Social Media Marketing to Promote Computer Games?. Information, 11(5), p.242.
Online
Cadbury WORLD, [online]. Available through:<https://www.cadburyworld.co.uk/en>
Cadbury World, visit Birmingham, [online]. Available
through:<https://visitbirmingham.com/things-to-see-and-do/cadbury-world-p209781>
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