The importance of cause related marketing
A Cadbury Schweppes case study

Page 1: Introduction

This case study examines an exciting new product idea from Australia - the Yowie - and shows how it is a good example of Cause Related Marketing. Everyone is familiar with Cadbury's Dairy Milk - it is one of the nation's favourite chocolate products. In Australia, Cadbury Schweppes has found a way of adding more value to Cadbury's Dairy Milk. This has been done by shaping and packaging the...
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Page 2: What is cause related marketing

Marketing is 'the management process responsible for identifying, anticipating and satisfying customer or consumer requirements profitably'. Marketing involves finding out exactly what the customer or consumer requires and then providing goods and services in a way that delights them. In essence, this involves providing the best possible marketing mix, i.e. the right goods, at the right time, in...
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Page 3: Marketing objectives

Cadbury Schweppes is a marketing focused company. Its success relies on satisfying the needs of its consumers. It is able to do this by continually listening to consumers and learning about their changing requirements. In response to these requirements, Cadbury Schweppes seeks to create new products, build on existing core brands and find new ways to add value to existing products. A key marketing...
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Page 4: Research

Research shows that the most important 'causes' to consumers are in the area of medical/health, schools/education and training, and environmental issues. Whilst many effective relationships already exist between businesses and causes, it is also clear that some businesses have focused on business/cause partnerships supporting issues with which the consumer is not strongly attuned. It is...
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Page 5: Launching a product

Launched in Australia in 1997 to great acclaim, Cadbury's Yowie is the first chocolate brand to combine an entertaining educational programme about the environment with a new concept in children's confectionery and new folklore for the children of Australia. In their first year, 31 million Yowie were sold, which represents two and a half Yowie for every man, woman and child in Australia. The Yowie...
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Page 6: Conclusion

The development of the Yowie provides an excellent example of innovation and Cause Related Marketing. Cadbury Schweppes is helping to further children's knowledge and understanding of the environment in a practical way whilst developing and extending its traditional Cadbury's Dairy Milk product. By choosing Yowie, children can enjoy Cadbury's Dairy Milk chocolate and, at the same time, learn about...
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