Your Task

• You have been engaged as a consultant to advise Cherry Ripe, the iconic Australian chocolate brand. Cherry Ripe are looking for your advice on how to enhance their digital marketing approaches, especially given that a new generation of young adult consumers in Australia are increasingly likely to be ordering their groceries online instead of browsing the shelves of supermarkets. This is a timely opportunity for Cherry Ripe to consider how to be top of mind amongst this target segment, when compared to other treats that these young adults might also be thinking about.

• The first step in your consulting services to Cherry Ripe is to visit the brand’s website and also to understand a bit about its history:

o Website: https://www.cadbury.com.au/brand/cadbury-cherry-ripe

o History: https://australianfoodtimeline.com.au/cherry-ripe-bar/

• The digital transformation opportunities that Cherry Ripe choose to pursue could very well establish a competitive advantage for them within this retail chocolate space. Cherry Ripe are looking to you to provide expertise on how they formulate and implement their ongoing digital transformation, to set themselves up for success into the future.

Assessment Instructions

Your report should have the following headings and address the topics below:

1. Introduction: A brief summary of the situation in the case study and what you, as a consultant, have been tasked with doing for your client

2. Data: An indication of:

- What data you are able to obtain through public searching about Cherry Ripe

- What further data you would like to receive from Cherry Ripe directly

- What additional data you will have to collect for your consulting work

3. STP: Your recommendations on:

- How to approach segmenting the market

- Which segment you wish to target

- How to position Cherry Ripe for that target segment

4. Marketing mix: After you have positioned Cherry Ripe, indicate:

- What your proposed product or service should be (e.g., should it remain as is, or do you have suggestions on how to change it to pursue a stronger competitive advantage?)

- How you will promote the product or service to the market (e.g., using your digital assets)

- The place that customers should access the product or service (e.g., digital channels of distribution)

- Pricing strategy for the product or service (e.g., tactics to use; understanding value to the customer)

5. Marketing costs: What fixed, variable and marginal costs are most relevant to this case study?

6. Customer relationships: Your recommendations on:

- What Cherry Ripe should do with customer relationship management

- What Cherry Ripe can do to acquire new customers

7. A/B testing and Multivariate testing: State what A/B testing and multivariate testing you would like to conduct, and why

8. Conclusion: Summarise the most important recommendations you are proposing that Cherry Ripe should address first, and what metrics Cherry Ripe should look at to understand whether your advice has produced beneficial outcomes

9. Statement of Intent: You will write a short statement of intent which addresses: (1) who your target audience is for the report and (2) what techniques you have used to connect with that audience and improve the readability of your report for that audience.

Other sources to read as you begin to consider tackling this Cherry Ripe case study:

“Driving success for Australian retail with digitisation”:

https://blog.google/around-the-globe/google-asia/australia/driving-success-australian-retaildigitalisation/

“The success formula for Australian companies to digitally transform”:

https://www.bcg.com/en-au/publications/2021/digital-transformation-in-australia

“How digital transformation is revolutionizing the Australian retail industry”:

https://dcencompass.com.au/blog/how-digital-transformation-is-revolutionizing-the-australianretail-industry/

”Woolworths to expand e-commerce offering with 80% stake in MyDeal”:

https://www.zdnet.com/article/woolworths-to-expand-e-commerce-offering-with-80-stake-inmydeal/

”Leading the whey: the synthetic milk startups shaking up the dairy industry ”:

https://www.theguardian.com/food/2022/sep/18/leading-the-whey-the-synthetic-milk-startupsshaking-up-the-dairy-industry