PRESENTER:-JITIN KUKREJA
MBA 2A
GEORGE CADBURY FOUNDER OF THE TRUST 1839 – 1922
John Cadbury opened a shop in Birmingham selling cocoa and chocolate in 1824
On 7 May 2008, the separation of their confectionery and Americas Beverages businesses was completed
Cadbury India is a fully owned subsidy of Kraft Foods Inc
The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals.
Approximately $50 billion in revenues
25%+ of global revenue from emerging markets
#1 in global confectionery
#1 in global biscuits
More than 50% of global revenue from snacks and confectionery
With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The company employ approximately 140,000 people and have operations in more than 70 countries.
11 brands with more than $1 billion in revenue
70+ brands with more than $100 million in revenue
40+ brands over 100 years old
In India, Cadbury began its operations in 1948 by importing chocolates.
After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai).
The corporate office is in Mumbai.
Chocolates
Snacks
Beverages
Candy
Gums
Cadbury Dairy Milk
5 Star
Perk Éclairs
Celebrations
Bournvita
Halls
MARKETING STRATEGIES FOR NEW PRODUCT LAUNCH -A STUDY ON CUNSUMERS AND RETAILERS RESPONSE ON SELECTIVE PARAMETER FOR LAUNCHING NEW CHOCOLATE SYRUP
To find level of importance of factors influencing purchasing decision of chocolate syrup.
To find out the requisite factors responsible for successful launch of chocolate syrup.
TYPE OF RESEARCH◦ Descriptive◦ Exploratory
TYPE OF DATA USED AND DATA COLLECTION METHOD◦ Primary Data◦ Secondary Data
SAMPLING◦ Convenience Sampling
UNIVERSE◦ All the consumer of chocolate syrup in India
SAMPLING UNIT◦ Each single individual who is consumer of
chocolate syrup in Faridabad city & acted as respondent
POPULATION All the consumer who are the user of chocolate
syrup in Faridabad city
SAMPLE SIZE
◦ Sample size is the number of people who should be surveyed. For the study, sample size is 50 consumer and 35 retailer .
QUALITY
PACKAGING
AVAILABLE SIZES
1 litre 600 ml 300 ml
275 ` 155 ` 115 `
INTRODUCTORY PRICE
◦ 1 litre……275 `
◦ 600 ml …155 `
◦ 350 ml…. 115 `
DISCOUNT
◦ High End Grocers(HEG )◦ Food Stores◦ Supermarket/Hyper market◦ Chemists◦ Low End Grocers(LEG)
LOCATION◦ All over INDIA
PROMOTION ◦ Advertising Plan◦ Electronic media◦ Print media◦ Visual display and holdings
PROMOTIONAL PROGRAMMES◦ Superior marketing◦ Advance communications◦ Innovative radio programs◦ Effective press usage◦ Cinema◦ Cadbury Delicious book ◦ Free sampling with Cadbury premium brands
Main competitor:
◦ Godrej Hershey’s
◦ some other small manufacturer
Market Position:
Enjoying the top place in Indian market
Available strengths of chocolate syrup are 640 ml 350 ml
Available flavor are Chocolate and strawberry
Profitability Objective
Market Share Objective
Customer Satisfaction
BRAND AWARENESSCOMPANY NAME: CADBURYBRAND NAME: CHOCO DELITECATEGORY: CHOCOLATE SYRUP
AVAILABLE SIZES:◦ 1 Ltr◦ 600 ml◦ 350 ml
PACKAGING: PLASTIC BOTTLES
MAJOR CITIES INITIALLY TARGETED:◦ Delhi and NCR region◦ Mumbai◦ Chennai◦ Kolkata
GEOGRAPHIC SEGMENTATION:REGION:Country –wise;Province-wise; City-wise etc
DEMOGRAPHIC SEGMENTATION:(a) Age:Under 13, 13-35,over 35(b)Gender: Male, Female, children(c )Income: Upper and middle class people(d)Education: Uneducated, Primary school, Matriculation, Intermediate, Bachelors, Masters ,PhD
BEHAVIORAL SEGMENTATION
(a) Purchase Occasion: Regular occasion,Special occasion
(b) Benefits Sought: Quality,Economy(c) User Status :Non-user,Ex-user,Potential
user,Regular user(d) Loyalty Status: None,Medium,Strong,Absolute
GEOGRAPHIC REGION DEMOGRAPHIC (a) AGE: Below 13,13-35 (b) GENDER: Children, females, males ,specially
house wives (c) INCOME:
◦ Households A with income range. 30000 and above
◦ Households B* with income range…15000-30000
◦ Households C** with income range….10000-15000
Market and Demand factor Competitor cost , Price & offers Other External Factor Economic Condition Government action Social action
People who are using chocolate syrup N=50
Various purpose of usage of chocolate syrup N=49
Acceptance level of customers with regards to chocolate syrupN=50
Factors influencing the purchase decision of chocolate syrup
Consumers N=50
RetailersN=35
Consumers N=50
RetailersN=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers Retailers
Pack that people want of chocolate syrup to be in market by CadburyN=50
Consumers
Promotional offers that attracts Consumers the most
Promotional offer that will create market for chocolate syrup
Consumers N=50 Retailers N=35
Mode of advertisement influence the good brand image of Chocolate syrup
Consumers N=50 Retailers N=35
Bottle which the customers prefer
Consumers N=50 Retailers N=35
Reasonable price of syrup according to customers
Consumers N=50 Retailers N=35
Bottles of chocolate syrup of competitor sold in a week N=35
Type of packing bottle N=35
Cadbury should launch this chocolate syrup as India is a developing country and scope of huge success of the product exist
People are wiling to use the chocolate syrup if launched by Cadbury.
So its suggested to launch CHOCOLATE SYRUP in to market.
Consumer gave positive response regarding new chocolate syrup.
The refrigerator should be provided to retailers.
Scheme should be in clear words regarding display
Top Related