Cadbury vs. Mars differences PDF

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To differentiate Cadbury and Mars competitive analysis...

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Comparison between Cadbury & MARS in terms of Social Media Platform/Tools Cadbury

MARS

Yammer Google+ - Yammer is a freemium enterprise - Before Google+ shut down in 2018, Cadbury social networking service used for utilized this social media tool to gain its private communication within exposure. organizations. - It connected with over 1.2 million people by - MARS uses Yammer to connect on a creating a Cadbury page. deeper level with its 80,000 over - The Google+ ‘Hangouts’ feature enables employees/associates. Cadbudy fans to interact with Olympic - This social networking tool is used athletes through a real time video chat. for collaboration for employees to - Google+ ‘badge’ tool has allowed people to engage with one and another on a follow the brand, increase its traffic and clickglobal scale. thru rates. - It includes tools such as Suggested Groups, Suggested People, Feed, Network, etc. - It is similar to Facebook but in a business form. Facebook Swoop Analytics - Cadbury gained 40,000 Facebook fans and - This social media platform is used together with Yammer. more than 350,000 people were actively - MARS uses SWOOP Analytics to involved in the campaign. - Focuses on the corresponding product, provide data to every employee. - It also provides MARS the rather than the Cadbury’s brand as a whole. - Interacting with their fans on Facebook and community metrics required to build a successful community. frequently respond to their comments and - The Swoop Dashboard feature allows inquiries posted on their updates. - It uses teaser ads to build up the event, and MARS to view their own personal engagement behaviour, the most then live streamed in a studio decorated with popular posts user-generated content and photos. Twitter (@CadburyUK) - Posting videos that are humorous to engage users. - Utilizes hashtags to promote its campaign. - Uses the ad function to promote their products. - Share recipes through tweets. - Show pictures of their latest displays and events.

Twitter (@MarsGlobal) - Does not have their own confectionary twitter account to showcase their products. - Uses hashtags to promote its campaigns. - Uses videos to promote its campaigns. - Tweeting news to keep followers updated. - Low engagement with consumers (minimal response to consumers). - Tweets/Posts do not retain consumers’ attention.

Utilizes the ‘reply’ function to interact with consumers and respond to customers with complaints. Instagram (@cadburyuk) - Posting content on regular basis and interacting with the fans. - Frequently share images of home-made desserts created using Cadbury’s products. - Main strength is to help to build brand awareness of the product. - Showing Cadbury products being used in recipes into creative pictures and patterns.

Instagram (@proteinbymars) - Uses hashtags to promote its campaign. - Using creative art to engage with the fans. - Posting pictures for inspiration. - Giving options on how to enjoy it....