Final Exam #CMHMBA2B Professor: E. CRAIG

1. FINAL EXAM
CASE STUDY
Baptiste Sinoquet
MBA 2B
Professor: E. Craig

2. BUSINESS OBJECTIVES
 Increase interest of customers
 Raise brand awareness
 Improve brand image
 Launch new products
 Increase customers engagement
 Increase sales
 Innovation and creativity

3. 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.

4. CADBURY DIGITAL UNIVERSE MAP
Website
SEO
Marketing
Facebook
YouTubeGoogle+
Twitter
Pinterest

5. 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

6. 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

7. FOCUS ON YOUTUBE
 YouTube channel
 Sharing Google Hangouts
 Sharing recipes
 Advertisement
 Funny videos
 Creates entertainment

8. 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

9. 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

10. 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

11. 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.)

12. 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/