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MRK317CaseStudyCandyBar
Course: MRK 317, Fall 2009School: CSU Fullerton
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Word Count: 635
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CaseforVersion2 AdvertisingworksandCrispyCrunchhasthesalesresultstoproveit.In1989,anew MRK317 advertisingcampaignforCrispyCrunchwaslaunchedfeaturingtheslogantogoodto share.Inthespaceofoneyear,CrispyCrunchmovedfrom8thplaceto1stplaceamong Canadianchocolatebars.Now17yearslater,CrispyCrunchwantstodothesamething again. ThechocolatebarmarketinCanadais huge,butinthematurestageofthe productlifestyle.Sincethemarketis...
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CaseforVersion2
AdvertisingworksandCrispyCrunchhasthesalesresultstoproveit.In1989,anew MRK317 advertisingcampaignforCrispyCrunchwaslaunchedfeaturingtheslogantogoodto share.Inthespaceofoneyear,CrispyCrunchmovedfrom8thplaceto1stplaceamong Canadianchocolatebars.Now17yearslater,CrispyCrunchwantstodothesamething again. ThechocolatebarmarketinCanadais huge,butinthematurestageofthe productlifestyle.Sincethemarketis mature,theonlywaytobuildabrandis tostealmarketsharefromanother brand.ThetopthreebrandinCanadaareReese(#1),KitKat(#2)andCaramilk(#3). CrispyCrunchisnolongeratoptenbrandsotheimmediategoalistotakeactionto rejuvenateinterestandexcitementinthebrand.CrispyCrunchwantsbackintotheelite groupofbrands. MarketingCommunications NestletraditionallyadvertisesKitKatandSmarties.CampaignsforSmartiestendto focusonthecoloursoftheproduct.In2002theyranacontesttoselectthenextcolour thatwouldbeaddedtotheproductline.Fromthreepossiblechoicesthecolourpurple emergedastheconsumersfavourite. In2002,NestledecidedtodustofftheAerobar,abrandwithvirtuallynoimageandno advertisingsupportforthepastsevenyears.Anewtelevisionspotdramatizestheart ofthemeltinawomensmouth.Obviously,therearesexualundertonestothestrategy. Apparently,marketingresearchdeterminedthatusersliketheproducttositintheir mouth,andsuckonit.Ithassomethingtodowiththeaeratednatureoftheproduct (thebubblesinsidethechocolate).Thatknowledgeencouragedthedevelopmentofthe messagestrategy. CrispyCrunch CrispyCrunchistotallydifferentformanyotherchocolatebar.Theuniquefeatureisthe crystallizedpeanutlayersinthemiddleofaveryslenderbar.Thebrittletextureofthe thedelicious,flakey,roastedpeanutlayerscoveredwithCadburychocolatemakeCrispy layersisverydifferentfromotherbars;mostotherbarshaveachewycenter.Today, Crunchthecompanysthirdlargestbrandandthe12thrankedbrandinthenation. CrispyCrunchstandsasoneofthegreatestsuccessstoriesintheCanadianchocolate barindustry.Between1989and1990,itjumpedsevenplacestobecomethenumber onebrandinthenation.Thatsuccesswasattributedtoanadvertisingcampaignthat reallycaughtonwitholderteenagersandyoungadultsintheirearlytwenties.
Whilechocolatebarsaremainlyconsumedbyyouthundertheageof16,CrispyCrunch decidedtotargetaslightlyolderaudiencewiththenewadvertisingcampaign.The strategywassoundandtheexecutionperfect!Therewereseveraladsinthecampaign. Alladsfeaturedthefunstuffthatgoesoninamalefemalerelationship.Theadswere basedonhumorousandslightlysexualsituationsthatshowedthepartnerstussling togetherinordertosecuretheotherpersonsCrispyCrunch,orthinkingupsit...
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