Cadbury Australia’s Confectionary Item, Yowie

Cadbury Yowie

Table of Content

Executive summery 1

Introduction 1

Background 2

Product 3

Price 4

Pricing strategy 5

Promotion 6

PLACE 8

Recommendation 10

Product refinement 10

Promotion 11

Place and Distribution. 11

References 11

Executive summery

Introduction

This report has been prepared by international Pty ltd to address the current marketing situation of Cadbury Australia’s confectionary item, Yowie. Background of the product, from the research and launch up to current results is provided to show how Yowie has proceeded through its life-cycle. The key elements this report address and analyse are those of the traditional marketing mix:

• Product - Summarises and analyses the product development and successful launch of Yowie with a look at competition and possible product development options

• Price - Shows Yowie’s original pricing strategy upon entering the children’s confectionary market and how effective that is today

• Promotion - Assesses the extensive promotion used by Cadbury to create sales for Yowie, and the educational and environmental promotion

• Place - A look at the distribution of Yowie to retailers and the placement methods used

Following the marketing mix are some recommendations International Pty Ltd have made to help prolong the successful life of the Yowie product. This report does not set out to create an entirely new marketing mix for the Yowie product, rather, analyse current practice and justify the use of new methods to ensure that Yowie remains a powerful contender in the confectionary market.

Background

First released in May 1997

‘Other side of sunset, just a little bit west of nowhere,’

(P.16 Cadbury)

The Yowie is a big hairy mythological Australian creature believed to be closely related to the Himalayan yeti, or the North American Sasquatch through Cadbury is creating new folklore for the children of Australia....