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Essay / Research Paper Abstract
A 10 page paper providing a year's marketing communications plan for a current hot beverage product being sold in the UK market. The plan focuses on preteens and young teens (tweens) and young families. Bibliography lists 10 sources.
Page Count:
10 pages (~225 words per page)
File: CC6_KSmktgComProd.rtf
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Unformatted sample text from the term paper:
space through some media outlets is available at any time and on rather short notice; other outlets such as television require longer lead times (Warnaby and Yip 2005). Popular
television programs can require months of advance planning. The purpose here is to present a years plan for marketing communications for Cadburys Drinking Chocolate. The Product
Cadburys Drinking Chocolate is a chocolate milk drink additive. It is widely available in UK markets; as example it currently is offered by Sainsburys for
?1.59 for a 250g package. Of course the product is attractive to individuals of all ages and will be promoted as such, but the primary target market segment is
the "tween market" consisting of children between the ages of 9 and 14. Marketing Strategy The general UK market will be receptive to
Cadburys Drinking Chocolate, and for several reasons. The first is that milk has been promoted heavily for several years, and increasing numbers of individuals - including those included in
the tween market to which Cadburys Drinking Chocolate marketing communications will be directed - continue to seek out healthier alternatives in all food and drink categories. The second reason
is that chocolate is by far the most popular of all flavors added to milk. Another point important in the market is that
Cadburys Drinking Chocolate offers a healthier choice to some other choices. Adults have preferred healthier choices for some time; now children have joined them (Marketing to kids from the
ground up, 2005). The years marketing communications will be placed in those places where tweens are most likely to be found. A
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