Cadbury’s social media appears to be quite competent with their consistency in posting relevant, visually appealing content that appeals to encompassing demographic.
#MayThe4thBeWithYou #FreeTheJoy http://t.co/dx9lFteYCJ—
Cadbury UK (@CadburyUK) May 04, 2015
Examples of Cadbury Personas
Marketing personas
Charley Kidish
Student
Demographics
- Age – Under 18
- Gender – Male
- Location – urban / suburban
Goals and challenges
- Primary goal – Passing school
- Secondary goal – Growing socially
- How you help achieve these goals – Provides a mutual experience and can create a discussion point
- Primary challenge – Distractions
- Secondary challenge – Lack of motivation
- How you help solve these problems – Parents can reward their children with the product
Values / fears
- Primary values – Friends, new experiences, excitement
- Common objections during sales process – Unhealthy
Sally Sweet-tooth
Teacher
- Works for a mid-sized elementary school
Demographics
- Age – 25-50
- Gender – Female
- Salary / household income – 40-70k
- Location – urban / suburban
- Education – Bachelors – Masters degree
- Family – Married with 1-3 children
Goals and challenges
- Primary goal –Provide for her family
- Secondary goal – Enjoy career
- How you help achieve these goals – A inexpensive snack and treat for family
- Primary challenge – Spending time with family
- Secondary challenge – Find mutual enjoyment
- How you help solve these problems – Proved a bonding experience
Values / fears
- Primary values – Taking care of her children, providing a safe/healthy environment
- Common objections during sales process – Unhealthy
Citation
- Lee, K. (2014, March 27). The Complete Beginner’s Guide to Creating Marketing Personas. Retrieved February 24, 2015.
- Ahmed, H. (2011, October 12). Marketing Planning of Cadbury Chocolate. Retrieved February 24, 2015.
“There is nothing better than a friend, unless it is a friend with chocolate.”
― Linda Greyson
Hershey filed a trademark infringement suit in a Pennsylvania court against LBB Imports, for bringing Cadbury to U.S. Vendors. This is creates the possibility of harming vendors who’s consumers who have the expectation of being able to purchase the good.
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