Pricing Strategy of 5star and Kit-Kat
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Kallol Kumar Sarkar 2011096
Viral Upadhaya 2011
Prashant Sethi 2011
PRICING STRATEGY OF NESTLE &
CADBURY
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Kit-Kat
• Kit-Kat 2 finger (18 gms) – Rs. 10
• Kit-Kat 4 fingers (34.5 gms)- Rs. 20
• Kit-Kat 6 X 2 fingers (108 gms) – Rs. 60
• Kit-Kat dark (40 gm)- Rs. 50
• Kit-Kat imported from UK (160 gms)- Rs. 200
• Kit-Kat dark imported from UK ( 160 gms)- Rs. 200
Cadbury 5 star
• 30 gms- Rs. 10
• 15 gms- Rs. 5
• 10 gms- Rs. 2
Cadbury 5 star crunchy
• 30 gms- Rs. 12
5 star (fruit and nuts)
• 45 gms- Rs. 23
Cadbury 5 star Jelly
• 30 gms- Rs. 10
• 15 gms- Rs. 5
• 10 gms- Rs. 2
PRICE
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Kit-Kat
• Excise duty is even higher (40%)
• Premium priced brand
• High cost of distribution ( only from Delhi)
• Consumers are chocolate lovers as well as biscuit lovers
• Used as gifts
Cadbury 5 star
• Price rise due to cocoa price rise
• Excise duty rise (18%)
• Profit Maximization is the main objective
• A minimum return on sales turnover
• Market Share
• Deeper penetration
• Keeping competition out
PRICE
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YESNO
YESNO
PRICE SENSITIVITY
Cadbury 5 star Kit –Kat
If price is increased will the consumer buy it ?
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THANK YOU