Advance Marketing 1

7/28/2019 Advance Marketing 1

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Cadbury Bournville

Prepared by:

Piyoosh Bajoria

Misha Dua (11BSP0548)

Neeraj GoyalMangesh Joshi

Bansi



• Cadbury India is the leading supplier of confectionery on the Indian market..

• A global leader in the confectionery/beverages market. Operating in India since 1948.

• Cadbury India has five production plants: 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.

• Cadbury prides itself on its market leading brands such as Dairy Milk, Bourn-Vita, Halls, and

many more……

The company continually strives to drive innovation within the confectionery category

and offers its brands in a variety of formats and pack sizes, relevant to today’s changing

consumer environment. Critical to this success is innovation in the development of new

products and brands.

Chocolate Confectionary Milk Food Drink Candy



Bournville is an exciting product innovation….

offering consumers the luxury and goodness of dark chocolate to treat themselves.

Background to Cadbury Bournville



• On October 2008, Cadbury launched its Bournville brand of dark

chocolates in India.

• Bournville, a much neglected dark chocolate bar from Cadburys‘, has been

relaunched as a new category of dark chocolates in India.

• Dark chocolate is one of the fastest growing categories abroad.



Bournville over the years!!!



Features of the Product

The brand isretailed forRs 80 for90 gms.

Available infour variants –

•Rich Cocoa

•Almond•Hazelnut

•Raisin & Nuts

DarkChocolate – made fromthe Finest

Ghana Cocoa

Beans



Market Research

Market research is the gathering, recording and analyzing of information about markets and their

probable reaction to product, price, distribution and promotion decisions.



Bournville



4P’s AnAlysis



The dark brown covering of the packet with the picture of a melting chocolate

cube looks inviting.

The packaging talks about the health benefits – natural source of anti oxidants

– associated with dark chocolate.

The pack looks like one of those Switzerland-made chocolates, giving a perfect

branding for it.

Bournville has SPU ranging including – 80gm , 90gm

Product



Bournville is made from the finest Ghana Cocoa beans and was launched in four variants:

* Rich Cocoa

* Almond* Hazelnut

* Raisin & Nut

Earlier

Now



Price Bournville has SPU ranging including :

80

Prices Appx. For 90gm:

Ferrero Rocher – Rs. 110Mars - Rs. 120

Snickers bar – Rs. 120

KitKat – Rs. 35

Perk – Rs.25



Promotion •Use of social media marketing

Cadbury India has created a blog, the-dark-truth.com, and a virtual character named Old Hound to strengthen the positioning of its dark chocolate brand,

Bournville.

TV Advertisement . . .

Attractive

Holdings. . .

“You don't just buy a

ournville, you

earn it ” .



THANK YOU



Financial projections for 1 Year

Television AD - 5 crores

Newspapers - 3.80

Hoardings – 1cr

Magazines ( health,food,fashion) - 20 lakhs



Place

• It was launched in U.K

• Metropolitan Area’s- Mumbai; Delhi; Kolkata & Chennai in initial

stage.

• Later by it was launched in urban, semi- urban, and nearby cities.

• But they targeted in urban areas.



Target

Market

Aimed atthe 20-30yr old agesegment

Appeal toa select

niche

ChocolateLovers

People withhigher

purchasingpower

Bournville was targeted not for all customers.

This brand is for those who love Dark chocolates.



3 main concepts

1. Planning

2. Strategy

3 Strategy management



The hierarchy of plan

1. Mission statement

(organization‟s goal)

2. Strategic plans (way

to achieve the goal)

3. Operational plans

(way to acieve

strategic plan)

mission

Strategic plans

Operational plans



Weaknesses

• High Price: Bournville is priced higher than other chocolates limitingits target customer

• Small market for bitter chocolates in India: People in our country

generally prefer sweet and milky chocolates. So establishing a

position was difficult.

• Classist Perception: The message of „earning it‟ and the

„not-for-everyone‟ aura keeps a considerable section away from

consuming the chocolate.

• Promotion: Consumers are not able to relate to the advertisements

and promotions.



Opportunities

• Changing lifestyles- Greater disposable income and

increased purchasing power among the Indian

consumers can be further capitalized.

• Gap in the “Dark chocolate” category: The dark

chocolate market segment is still unexplored and faces

no competition from other Indian brands in this segment.



Threats

• Foreign competition: Faces tough competition from

foreign brands like Mars, Ferro Rocher and Hershey.

• Shift in consumer preference: The premium segment in

India is getting more inclined towards foreign brands in

the dark chocolate category.



Conclusion

• The introduction of Cadbury Bournville is an example of quite radical innovation.

• For such radical innovation the early stage is not always easy as it takes time to inform

consumers and build awareness of the new product.

• However initial success suggest that Cadbury Bournville are here to stay!!!

Advance Marketing 1

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