INTRODUCTION AND PRODUCT MIX-SUKESHI

PRODUCT LINE-SUKURITI LEVELS OF PRODUCT COMPONENT

MODEL-VINOD BRAND DEVELOPMENT STARTEGIES

ADOPTED-ARJITA PLC STAGE OF THE CHOSEN BRAND-

SHUBHAM CONCLUSION-SHASHANK

INTRODUCTION:Formerly calledJ.L. Kraft & Bros. Co.National Dairy Products:Kraft Foods Inc.TypePublicTraded asNASDAQ: MDLZIndustryFood processingPredecessorKraft Foods Inc. (1903-2012)FoundedDecember 10, 1923 in Chicago, IllinoisFounderThomas H. McInnerneyHeadquartersDeerfield, Illinois, USArea served

PRODUCT MIX:

WIDTH:NUMBER OF DIFFERENT PRODUCT LINES CARRIED BY THE COMPANYLENGTH:TOTAL NUMBER OF ITEMS IN A PRODUCT LINEDEPTH:NUMBER OF VERSIONS OFFERED TO EACH PRODUCT IN THE LINECONSISTENCY:CLOSELY RELATED THE VARIOUS PRODUCT LINES .

LINE STRETCHING:UPWARD-:CADBURY DAIRY MILK

SILK:CADBURY BOURNVILLEDOWNWARD-:CADBURY

DAIRYMILK SHOTSLINE FILLING:PERK

:FIVE STAR

THE PROPSPECTIVE CUSTOMERS OF CADBURY DAIRY MILK HAVE INCREASED AND THEIR STRATEGIES AND GROWTH

HAS BECOME UNBEATABLE.