FINAL EXAM CASE STUDY Baptiste Sinoquet MBA 2B Professor: E. Craig
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FINAL EXAM CASE STUDYBaptiste Sinoquet
MBA 2B
Professor: E. Craig
BUSINESS OBJECTIVES
Increase interest of customers
Raise brand awareness
Improve brand image
Launch new products
Increase customers engagement
Increase sales
Innovation and creativity
CUSTOMER JOURNEY TO ONLINE PURCHASE
The first step, called « Display Clic », aims to attract customers and raise awareness.The second step occurs on “Social Media”, it increases interest and creates desirability.The third step, “Referral”, “Generic Paid Search” and “E-mails” results directly from marketing and social media activities.The fourth step is “Direct Marketing” which aims to acquire new customers and engage existing ones.
The final result is the online purchase decision.
CADBURY DIGITAL UNIVERSE MAP
Website
SEO
Marketing
YouTube
Google+
FOCUS ON GOOGLE+
Google+ page
Creating exclusive and original
content
Use of Hangouts with Olympic
athletes and chocolate taste
testers to connect to fans
Use of social extensions in
AdWords
Achieve high level of customers
engagement via circles
FOCUS ON FACEBOOK
Facebook pages
Adapted content for the most
popular Cadbury products
Exclusive content updated on
a daily basis
Interaction with customers
through conversations and
competitions
Achieve massive level of
engagement
FOCUS ON YOUTUBE
YouTube channel
Sharing Google Hangouts
Sharing recipes
Advertisement
Funny videos
Creates entertainment
FOCUS ON TWITTER
Twitter feed
Repurposed content from
Facebook pages
Retweets of users @mentions
Few original/exclusive content
#FreeTheJoy
Low level of interaction with
customers
FOCUS ON PINTEREST
Pinterest board
Runs 12 boards with a total of
265 pins
Mostly sharing recipes to
create interest
Unclear strategy regarding
what Cadbury aims to achieve
on Pinterest
FOCUS ON WEBSITE
Cadbury Website
Creation of contents to
increase brand visibility
Fun and interactive
Possibility to customize the
products (create your own
chocolate bar)
Give recipes to increase
interest and boost sales
APPLICATION TO INDEPENDENT HOTELS Use of Google+ to share guest experiences
Use of Google+ circles to increase level of engagement
Create hangout sessions to start conversations and
monitor guests’ satisfaction
Crowdsourcing to create innovative products / services
Launch contents and games for guests to gain rewards or
gifts (free night, spa voucher, goodies, etc.)
SOURCES
Case Studies: https
://www.thinkwithgoogle.com/case-studies/cadbury-sweet-google-plus.htm
https://storage.googleapis.com/think-emea/docs/old/cadbury-sweet-google-plus_case-studies.pdf
Expert Review: https
://econsultancy.com/blog/62382-how-cadbury-uses-facebook-twitter-pinterest-and-google/
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