Blackbook Project on Marketing Strategy of Cadbury Company

7/22/2019 Blackbook Project on Marketing Strategy of Cadbury Company

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TITLEOFTHEPROJECT

Name of the Researcher

SANTOSH KUMAR MATADIN GUPTA

(Bachelor of Management Stu!es"

Acaem!c #ear $ %&'&%&''

Uner the Gu!ance of

MS) SUSHMITA MUK*R+I

UNIVERSITYOFMUMBAIS

ALKESHDINESHMODYINSTITUTEFORFINANCIALAND

MANAGEMENTSTUDIES

'


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De+'&r&ti!n

I, Mr) /Ms) SANTOSH KUMAR MATADIN GUPTA.T#BMS Stuent of Al0eshD!nesh Mo. Inst!tute for 1!nanc!al an Management Stu!es, here-. eclare that I ha8e

com2lete the 2ro3ect t!tle 4CADBURY COMPANY /ITH RESPECT TO ITS

MARKETING STRATEGY0ur!ng the acaem!c .ear %&'&)

The re2ort 6or0 !s or!g!nal an the !nformat!on/ata !nclue !n the re2ort !s true to the

-est of m. Kno6lege) Due cre!t !s e9tene on the 6or0 of :!terature/Seconar.

Sur8e. -. enors!ng !t !n the B!-l!ogra2h. as 2er 2rescr!-e format)

S!gnature of the Stuent 6!th Date

Name of Stuent

;


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Universit !" M#$%&isA'(es) Dines) M!* Instit#te F!r Fin&n+i&'

&n* M&n&,e$ent St#*ies

Name of Stuent7 SANTOSH KUMAR MATADIN GUPTA

Roll Num-er7 %ITH R*SP*=T TO ITS

MARK*TING STRAT*G#

S!gnature of Stuent 6!th ate7

?


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1- E2e+#tive S#$$&r34

=a-ur. Sch6e22es !s the 6orl@s largest confect!oner. com2an.) The.

manufacture, mar0et an !str!-ute -rane chocolates, confect!oner. an -e8erages that

-r!ng sm!les to m!ll!ons of consumers across '& countr!es) >!th or!g!ns stretch!ng -ac0 o8er%&& .ears, toa. the!r 2roucts 6h!ch !nclue -rans such as =a-ur., Sch6e22es, Halls,

Tr!ent, Dr Pe22er, Sna22le, Tre-or, Dent.ne, Bu--l!c!ous an Bassett are en3o.e !n e8er.

countr. an aroun the 6orl) =a-ur. Sch6e22es em2lo.s o8er


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C!ntents !" C&*%#r3

Seri&'-n!

T!5i+ P&,e- N!

' E6ECUTIVE

SUMMARY

E% INTRODUCTION e u2ate

!ts gro6th, 2rogress, an current 8aluat!on !n th!s re2ort)

The =a-ur.@s Inc has ta0en the o22ortun!t. to offer us a -roaer 8!e6 of chocolate

categor.) The =a-ur. In!a@s no)' =hocolate !s a-le to share 6!th the!r mar0et !ns!ghts-ase u2on un2arallele -reath of chocolate e92er!ence)

=a-ur. has gro6n from strength to strength 6!th ne6 technolog!es -e!ng !ntrouce

to ma0e the =a-ur. confect!onar. -us!ness, one of the most eff!c!ent !n the 6orl) The

merge !n 'F 6!th Sch6e22es an the su-seuent e8elo2ment of the -us!ness ha8e le to

=a-ur. Sch6e22es ta0!ng the le !n -oth, the confect!onar. an soft r!n0 mar0et Intec UK

an -ecom!ng a ma3or force !n the !nternat!onal mar0et)

=a-ur. Sch6e22es toa. manufactures 2rouct !n F& countr!es an a trae !n

stagger!ng '%&) The =a-ur. stor. !s a fasc!nat!ng stor. of a fam!l. -us!ness that gre6 !n one

of the -!ggest, most lo8e chocolate -ran !n the 6orl) A stor. that .ou 6!ll remem-er as

the stor. of 4The taste of l!fe5)


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INTERSTING FACTS OF CADBURY

'" =a-ur. 6as the f!rst com2an. to !nclue 2!ctures !nstea of 2r!nte te9t on chocolate

-o9es)

%" George =a-ur. !n@t 6ant to ta0e mothers a6a. from the!r ch!lren, so he e8elo2e a

com2an. rule that 6omen ha to lea8e 6or0 6hen the. got marr!e) *ach marr!e 6oman

6as g!8en a -!-le an a carnat!on as 6e!ng g!fts)

;" In 'F =a-ur. -ecame one of the f!rst f!rms to ha8e !n!ng rooms 6!th 0!tchens an

foo for sale)

?" A m!n!ature metal an!mal (ele2hant, 2engu!n, o6l, fo9, uc0, su!rrel, ra--!t or turtle" 6as

g!8en a6a. 6!th s2ec!all. es!gne cocoa t!ns !n ';?) In the same .ear, =a-ur.s to0ens,

6h!ch came 6!th 2ac0s of cocoa, coul -e reeeme for lam2s, 0ettles an sauce2ans)

E" So man. ch!lren 3o!ne =a-ur.@s =oco cu- =lu- that !t ha ;&&,&&& mem-ers !n ';F)

F" =a-ur.@s >orl !s!tor =enter o2ene !n '&, 6elcom!ng ?&&,&&& 8!s!tors !n !ts f!rst.ear)


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Hist!r !" C&*%#r

=a-ur., the glo-al leaer !n the chocolate confect!oner. mar0et, -egan !n '%?

6hen a .oung Lua0er name +ohn =a-ur. o2ene u2 a sho2 !n B!rm!ngham) +ohn sol

coffee, tea, r!n0!ng chocolate an cocoa at h!s sho2) Bel!e8!ng that alcohol 6as a ma!n cause

of 2o8ert., +ohn ho2e h!s 2roucts m!ght ser8e as an alternat!8e) He also sol ho2s an

mustar) :!0e man. Lua0ers +ohn ha h!gh ual!t. stanars for all of h!s 2roucts)

At that t!me !n *nglan, Lua0ers 6ere 2roh!-!te from atten!ng un!8ers!t., s!nce !t

6as aff!l!ate 6!th the esta-l!she church, an the!r 2ac!f!st -el!efs 0e2t them from 3o!n!ng

the m!l!tar.) >!th fe6 o22ortun!t!es a8a!la-le, Lua0ers often 6ent !nto -us!nessrelatef!els an/or e8ote the!r t!me to m!ss!ons of soc!al reform)

B. '?% +ohn 6as sell!ng '' 0!ns of cocoa an 'F 0!ns of r!n0!ng chocolate) Soon

+ohn@s -rother Ben3am!n 3o!ne the com2an. to form =a-ur. Brothers of B!rm!ngham) The

=a-ur. -rothers o2ene an off!ce !n :onon an rece!8e a Ro.al >arrant (one of man." as

manufacturers of chocolate an cocoa to Lueen !ctor!a !n 'E?) S!9 .ears later the -rothers

!ssol8e the!r 2artnersh!2 -ecause of +ohn@s fa!l!ng health an the eath of h!s 6!fe)

The. left the -us!ness to +ohns sons George an R!char) +ohn e8ote the rest of h!s

l!fe to soc!al 6or0 an !e !n ') George an R!char cont!nue to e92an the 2rouct

l!ne, an -. 'F?, the. 6ere 2ull!ng a 2rof!t) =a-ur.@s =ocoa *ssence, 6h!ch 6as

a8ert!se as a-solutel. 2ure an therefore -est, 6as an allnatural 2rouct mae 6!th 2ure

cocoa -utter an no starch. !ngre!ents) =ocoa *ssence 6as the -eg!nn!ng of chocolate as 6e

0no6 !t toa.) The -rothers soon mo8e the!r manufactur!ng o2erat!ons to a larger fac!l!t.

four m!les south of B!rm!ngham) The factor. an area -ecame 0no6n as Bourne8!lle)

>!th =a-ur.@s cont!nue success !n chocolate, George an R!char sto22e sell!ng

tea !n '


10/66

=a-ur. manufacture !ts f!rst m!l0 chocolate !n 'orl >ar I, more than %,&&& of =a-ur.@s male em2lo.ees 3o!ne the

Arme 1orces) =a-ur. su22orte the 6ar effort, sen!ng 6arm cloth!ng, -oo0s an

chocolate to the sol!ers) =a-ur. su22lemente the go8ernment allo6ances to the

e2enants of the!r 6or0ers) >hen the 6or0ersreturne, the. 6ere a-le to return to 6or0,

ta0e eucat!onal courses, an !n3ure or !ll em2lo.ees 6ere loo0e after !n con8alescent

homes) Dur!ng th!s 2er!o trae o8erseas !ncrease, an =a-ur. o2ene !ts f!rst o8erseas

factor. near Ho-art, Tasman!a) The ne9t .ear =a-ur. merge 6!th +S 1r. J Sons, a 2ast

mar0et leaer !n chocolate)

=a-ur. su22orte the 6ar effort ur!ng >orl >ar II -. con8ert!ng 2arts of !ts

factor. !nto 6or0rooms to manufacture eu!2ment l!0e m!ll!ng mach!nes for r!fle factor!es

an 2arts l!0e 2!lot seats for Def!ant f!ghter 2lanes) >or0ers 2lo6e foot-all f!els to gro6

cro2s, an the =a-ur. St) +ohn@s Am-ulance un!t hel2e 2eo2le ur!ng a!r ra!s) =hocolate

6as cons!ere essent!al for the Arme 1orces an c!8!l!ans) Rat!on!ng f!nall. ene !n '?)

In 'F =a-ur. merge 6!th Sch6e22es to form =a-ur. Sch6e22es) Sch6e22es

6as a 6ell0no6n Br!t!sh -ran that manufacture car-onate m!neral 6ater an soft r!n0s)

The merge com2an!es 6oul go on to acu!re Sun0!st, =anaa Dr., T.2hoo Tea an more)

Sch6e22es Be8erages 6as create, an the manufacture of =a-ur. confect!oner. -rans

6as l!cense to Hershe.)

Toa. =a-ur. Sch6e22es !s the largest confect!oner. com2an. !n the 6orl,em2lo.!ng more than


11/66

PRODUCTS OF CADBURY /HEN THEY LAUNCHEDIN MARKET

C&*%#r Pr!*#+t Ti$e'ine

S*RIA:)NO #*ARS PRODU=TS

' 'FE =a-ur. =ocoa *ssence

% '


12/66

E6PANSION AND GRO/TH OF CADBURY

THE LEGEND CALLED CADBURY

'%? $ A -us!ness 6as o2ene !n '%? -. a .oung Lua0er, +ohn =a-ur., !n Bull street

B!rm!ngham 6as to -e the founat!on of =a-ur. :!m!te, no6 one of the 6orl@s largest

2roucer of chocolate)

';' $ B. th!s .ear the -us!ness ha change from a grocer. sho2 an +ohn =a-ur. ha

-ecome a manufacturer of r!n0!ng chocolate an cocoa) Th!s 6as the start of =a-ur.

manufactur!ng -us!ness as !t !s 0no6n toa.) A larger factor. !n Br!ge Street B!rm!ngham

6as rente !n '?


13/66

' $ In th!s .ear the -us!ness 2r!8ate l!m!te com2an. $ =a-ur. Brothers :!m!te

2rogress s!nce the start of the centur.) =hocolate has mo8e -e!ng a 4lu9ur.5 !tem to 6ell

6!th!n the f!nanc!al reach of e8er.one)

'&E $ =a-ur. has man. famous -rans 6!th one of ma3or success stor. -e!ng =a-ur.@s

Da!r. M!l0 chocolate launche !n '&E, toa. Br!ta!n@s fa8or!te moule chocolate -ar)

=a-ur. toa. !s the mar0et leaer !n the U)K chocolate confect!onar. mar0et,

em2lo.!ng the most a8ance 2rocess!ng technolog. an management !nformat!on an

control techn!ues) The com2an. !s the confect!onar. !8!s!on of =a-ur. Sch6e22es 2lc

6h!ch !s ma3or force !n the confect!onar. an soft r!n0s !nternat!onal mar0et) >orl 6!e=a-ur. !s one of the 2re $ em!nent names !n confect!onar. 6!th !m2ress!8e range of famous

-rans)

Lual!t. has -een the focus of the =a-ur. -us!ness from the 8er. -eg!nn!ng as

generat!ons ha8e 6or0e to 2rouce chocolate 6!th that 8er. s2ec!al taste, smoothness an

sna2, so character!st!cs of =a-ur.@s chocolate)

';


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OVER ALL TURN OVER

The confect!onar. !nustr. !n In!a !s !n !ts gro6th stage) Th!s mar0et!ng Research

ata from the !nustr. sho6s that the !nustr. has -een ma0!ng !m2ress!8e gro6th !n theIn!an econom.) The confect!onar. !nustr. !s !8!e !nto the flo6!ng s2ec!f!c !nustr!al

sectors7 =hocolate, Har-o!le can!es, cla!rs an toffees, =he6!ng gums, :oll!2o2s,

Bu--le gums, an M!nts an loenges (:aura, %&&")

The total confect!onar. mar0et !s 8alue at a-out ?' -!ll!on In!an Ru2ees) It has a

total turno8er of a-out %%;E&& tones of confect!onar. 2rouce e8er. .ear) Th!s !s a huge

o8erall turno8er 6h!ch !s eual to that of esta-l!she mar0ets) Most the confect!onar. are

consume !n the ur-an areas) The ur-an mar0et const!tutes a-out


15/66

=a-ur. 6!th a num-er of 2roucts !nclu!ng Da!l. M!l0, Per0, Gems, E Star,

=ele-rat!on, B.tes, Da!r. M!l0 cla!rs, cla!rs =runch, Mr) Po2s an Halls !s the lea!ng

2la.er !n the chocolate segment, cla!rs segment, :oll!2o2s, an the M!nts Segment

(=a-ur., %&&")

=a-ur. !s also the lea!ng 2la.er !n the m!l0 -e8erage segment 6h!ch !s 8alue at

'F)' -!ll!on Ru2ees) Th!s segment has an annual turno8er of a-out F;,&&& tones an has -een

gro6!ng at a rate of '&)' 2ercent) Here =a-ur. !s the ma!n 2la.er 6!th =a-ur. Bourn8!tta

an =a-ur. Bourn8!tta E Star Mag!c (=a-ur., %&&")

'E


16/66

CHALLENGES OF CADBURY

=a-ur. challenges commuters 6!th *.e-ro6 :anguage

=a-ur. !s ca2!tal!!ng on the success of !ts glo-al *.e-ro6s cam2a!gn 6!th a

=ana!an 2r!nt an OOH cam2a!gn calle *.e-ro6 :anguage)

Target!ng the .ounger en of the ault emogra2h!c, the cam2a!gns creat!8e !s -ase

on the *.e-ro6s T s2ot, !n 6h!ch t6o 0!s 6!th cra. e.e-ro6s 2ose for a 2hoto) The

*.e-ro6 :anguage creat!8e, mae e9clus!8el. for the =ana!an mar0et, features -ro6s !n

!fferent sha2es that reaers can translate !nto letters an 6ors) De2en!ng on the me!um,the message e!ther offers the reaer a chance to 6!n a 2r!e or, !n the 2r!nt as, to 2art!c!2ate

!n a stunt e9ecute at a s2ec!f!c t!me an locat!on) On Mona., the ecoe ne6s2a2er a

!n8!te reaers, hunres of 6hom sho6e u2, to a s!e6al0 at =ollege Par0 !n Toronto,

6here the. 6ere to t6!rl, cla2 an .ell chocolate to 6!n a 2r!e)

The me!a -u., hanle -. =ossette 6!th creat!8e -. The H!8e, are focuse on

Toronto an ancou8er, an !nclue a!l. commuter ne6s2a2ers, a -!ll-oar at #onge

Dunas Suare !n Toronto, trans!t as !n -oth c!t!es an an onl!ne -anner -u.) :aunche last

6ee0, the commuter2a2er as are runn!ng three a.s a 6ee0 for four 6ee0s, chang!ng each

t!me, as are the OOH as)

'F


17/66

>e reall. 6ante to ma0e sure th!s ha h!gh !m2act 6!th the consumer, N!na

Pure6al, -ran manager, =a-ur. Da!r. M!l0, tellsMiC) Th!s !s a 8er. engag!ng 2romot!on

an, as .ou can see as .ou go through the elements, once 2eo2le ha8e comm!tte to the

2romot!on an eco!ng the messages, the.re reall. comm!tte) Its reall. all a-out h!gh

engagement)

The cam2a!gn has also ta0en o8er the Da!r. M!l0 6e-s!te, 6h!ch o2ens to a secret e.e-ro6

message an *.e-ro6 :anguage ecoer o8erla.) The s!te also !nclues e9tra 2hrases to

ecoe an a r!ngtone of the song from the a to o6nloa) !s!tors can also 6atch the

or!g!nal *.e-ro6s a that f!rst a!re !n =anaa Se2t) '?)

'


18/66

C&*%#r in t)e En,'&n* &n* !t)er E#r!5e&ns C!#ntries-

=a-ur. Sch6e22es face o22os!t!on to the eal !n se8eral countr!es) =a-ur.

Sch6e22es !s to 0ee2 control of !ts soft r!n0s -rans !n most of *uro2e !nstea of sell!ng

them to =oca=ola, follo6!ng concerns a-out ela.s !n 6!nn!ng a22ro8al from *uro2ean

regulators) Uner the or!g!nal ')'?-n eal, announce !n Decem-er last .ear, =oca=ola

6as to -u. all of =a-ur.s r!n0 -rans e9ce2t those !n the US, 1rance an South Afr!ca)

=a-ur. has no6 a-anone 2lans to sell the -rans !n another %& *uro2ean mar0ets,

fearful that such a mo8e 6oul -e -loc0e -. com2et!t!on 6atchogs)

The countr!es 6here =a-ur. Sch6e22es 6!ll no6 reta!n control !nclue Belg!um,

Nor6a., S2a!n, S6!terlan, The Netherlans an German. 6h!ch 6as re2ortel. rea. to

re3ect the 2lan later th!s 6ee0)

The com2an!es st!ll ho2e to rece!8e a22ro8al for the sale !n the UK an Irelan an

other countr!es 6orl6!e) =a-ur. ch!ef e9ecut!8e +ohn Sunerlan sa! -oth com2an!es

ha researche 2otent!al regulator. hurles !n %& countr!es -efore announc!ng the!r 2lans !n

Decem-er)

Ho6e8er, the. no6 face length. an com2le9 regulator. res!stance aga!nst the eal

!n some *uro2ean countr!es 6h!ch 6oul 2ro-a-l. result !n unacce2ta-le ela.) The ela.s

ha8e also force the com2an!es to re8!se the!r a!m of ha8!ng the ent!re sale com2lete -. the

m!le of th!s .ear) Instea, the. no6 e92ect the eal to -e f!nal!se -. +ul. onl. !n a-out

half the countr!es 6h!ch ha8e alrea. g!8en the!r a22ro8al or 6here regulator. clearance !s

not reu!re)

'


19/66

CADBURY ASIA

Its contents of t6o countr!es the. are INDIA J PAKISATAN

CADBURY INDIA

In In!a, =a-ur. -egan !ts o2erat!ons !n '? -. !m2ort!ng chocolates) After F&

.ears of e9!stence, !t toa. has f!8e com2an.o6ne manufactur!ng fac!l!t!es at Thane, Inur!

(Pune" an Malan2ur (G6al!or", Bangalore an Ba! (H!machal Praesh" an ? sales off!ces

(Ne6 Delh!, Mum-a!, Kol0ata an =henna!")

The cor2orate off!ce !s !n Mum-a! =urrentl. =a-ur. In!a o2erates !n four

categor!es 8!) =hocolate =onfect!oner., M!l0 1oo Dr!n0s, =an. an Gum categor.) In the

=hocolate =onfect!oner. -us!ness, =a-ur. has ma!nta!ne !ts un!s2ute leaersh!2 o8er

the .ears) Some of the 0e. -rans are =a-ur. Da!r. M!l0, E Star, Per0, cla!rs an

=ele-rat!ons)

=a-ur. en3o.s a 8alue mar0et share of o8er


20/66

In the earl. &@s, !nulgent chocolates 6ere onl. seen as a ch!l@s hea8enl. ream

onl. re6are for goo -eha8!our, or 2erha2s e8en for a -r!-e) Ho6e8er, !n the m! &@s a

ne6 cam2a!gn 6as release, (The Real Taste of :!fe@" reef!n!ng the outloo0 from 43ust for

0!s5 to the 40!s !n all of us5) Th!s ne6 cam2a!gn -rought out the forgotten ch!l !n e8er.

ault, flush!ng -ac0 memor!es of the 8er. f!rst moment the. taste chocolate) =a-ur. Da!r.

M!l0 soon -ecame the !eal e92ress!on of 4@s2ontane!t.@5 an 4@share goo feels@5)

The com2an. 6as foune -. +aco- Sch6e22es !n 'h!che8er 2ath .ou choose, .ou 6!ll -e encourage to ga!n

e92er!ence of !fferent -us!nesses, -rans an 2eo2le)

%&


21/66

Pr!*#+t &n* Servi+es3

=a-ur. Sch6e22es Pu-l!c :!m!te =om2an. o2erates as a -e8erage an

confect!onar. com2an. 6orl6!e) The com2an.@s -e8erage 2roucts !nclue car-onate6ater, a22le 3u!ce, u!n!ne-ase car-onate r!n0, car-onate soft r!n0, noncar-onate

soft r!n0, an tomato-ase r!n0 uner Dr)Pe22er, Sch6e22es, < U2, Sna22le, Motts,

Ha6a!!an Punch, =lamato, an Sch6e22es Ton!c >ater -ran names) Its confect!onar.

2roucts com2r!se cocoa 2o6er, sugar confect!oner., cough ro2, che6!ng gum, m!l0

chocolate -ar, sugarcoate gum, an -reath freshener, 6h!ch are mar0ete uner =a-ur.,

Bassett@s, Ma.nars, Halls, , Dent.ne, =a-ur. Da!r. M!l0, =h!clets, =lorets, St!morol,

Tr!ent, Bu--l!c!ous, an Sour Patch K!s -ran names) =a-ur. Sch6e22es sells !ts

2roucts through !rect sales force, th!r 2art. -ottlers, !ne2enent !str!-utors, an other

!ne2enent com2an!es)

%'


22/66

CADBURY PAKISTAN

=onfect!oner. an =hocolate !nustr. of Pa0!stan !n %&& !s an anal.s!s of -rane

(omest!call. 2rouce" confect!oner. an chocolate mar0et of Pa0!stan) The art!cle re8eals

close est!mates of sales turn o8er of ma3or act!8e 2la.ers !n the !nustr.) It also e9am!nes

contem2orar. trens !n the local confect!oner. an chocolate mar0et, 6!th an em2has!s on

2ro8!!ng some useful !nformat!on a-out the structure, norms, challenges an com2et!t!8e

lansca2e of the !nustr.) Before 2rocee!ng to our core to2!c, !t 6oul not -e un6!se to

ha8e a loo0 at the sna2shot of countr.@s soc!oeconom!c !n!cators)

Des2!te Pa0!stan@s confect!oner. an chocolate !nustr. has en3o.e an emerg!ng angro6!ng tren !n the recent 2ast .et !ts s!e an gro6th 2attern has -een far !nconseuent!al

com2are to other countr!es of As!a2ac!f!c reg!on) The !nustr. has gro6n 6!th an a8erage

annual rate of F)E to


23/66

The !nustr. has face 4co!n-arr!er5 !ssue !n sugar confect!oner. 2roucts at least

three t!mes ur!ng last three ecaes 6hen all 0e. 2la.ers unan!mousl. agree to !ncrease

the!r 2roucts@ 2r!ce ue to escalat!ng 2r!ces of ra6 mater!als (f!rst from %E 2a!sa to E& 2a!sa

!n m! &@s, than E& 2a!sa to Rs) ' $ !n m! &@s an lastl. from Rs)' to Rs)%!n late %&&"

6here-. the act!8e 2la.ers of the !nustr. 6ere com2elle to ra!se the!r 2r!ces not less than

an. th!ng -ut '&&Q -ecause ne9t 3um2 to co!n / 2r!ce enom!nat!on 6as such that the. ha

no 6a. out) It 6oul -e !nterest!ng for the reaers to learn that such mo8es ho6e8er ha8e

al6a.s -een 2ro8e to -e a 4-!tter 2!ll5 for the !nustr. as !t -rought !mmense res!stance

from consumers an trae) In some of the cases ecl!ne !n sales as a react!on of 2r!ce !ncrease

6as so huge that !t force to lea!ng -rans to ta0e the!r ec!s!on -ac0 .et the. 6ere not a-le

to retr!e8e the!r or!g!nal 8olumes aga!n) M!tchell@s M!l0 Toffees an K!co ?e8er are class!c

e9am2les) To a8o! an efer th!s s!tuat!on (u2 to last e9ten" 2roact!8e com2an!es !nPa0!stan! confect!oner. !nustr. ao2t three 0!ns of strateg!es, 6!thout reuc!ng or 6!th

sl!ghtl. reuc!ng trae marg!ns) Namel. reuce the no) of un!ts 2er 2ac0, un!t s!e, an

2ac0ag!ng ( !n an enea8our to reuce cost" =om2rom!s!ng !n 2rouct ual!t. -. reuc!ng

t. an/or ual!t. of e92ens!8e ra6 mater!al -. us!ng close su-st!tute that !s a8a!la-le

relat!8el. at chea2er 2r!ce as a re2lacement of e92ens!8e ra6 mater!als)

Distri%#ti!n &n* Se''in, str&te,3

A-out (


24/66

Ma.fa!r that are full. a6are of the !m2ortance of reta!l 2enetrat!on )Hence these com2an!es

2a. ue !m2ortance an attent!on to reta!l co8erage an su-seuentl. allocate resources for

reta!l sector) As state earl!er the em2has!s of H!lal an B)P has al6a.s -een on -u!l!ng

consumer 2ull through mass me!a a8ert!s!ng (mostl. through tele8!s!on" an 2ush!ng the!r

-rans through 6!es2rea net6or0 of !str!-utors an 6holesalers throughout the nat!on)

Th!s com-!nat!on of 4Push J Pull 4 has 2ro8e to -e a successful tool !n the!r cases

-ecause the nature of the!r -rans also su22ort th!s strateg. as the. 2rouce 2roucts of mass

mar0et 6!th as lo6 2r!ce as Rs)' , % an -e.on) Because of th!s 2r!c!ng strateg. the!r

2roucts are euall. 2o2ular !n rural an ur-an to6ns among m!le an lo6er m!le class)

B)P an H!lal ha8!ng th!s a8antage en3o. the -enef!ts of a 6!es2rea !str!-ut!on net6or0!n ;&&V to6ns an o8er ;E& !str!-utors nat!on 6!e (as the. ha8e more than one !str!-utors

!n some to6ns") The. al6a.s tr. to ao2t cost leaersh!2 strateg. an generate re8enues

through h!gh 8olumes of sales) 1reuent launches, relaunches, re!ntrouct!on of ol -rans

6!th sl!ght mo!f!cat!ons, 6!thra6als, a3ustments !n 2ac0ag!ng, 2rouct es!gn!ng an

e8en rec!2e change are a common 2henomenon !n the -rans of these t6o ma3or com2an!es)

=ontrar. to th!s =a-ur.@s , =an.lan an M!tchell@s -el!e8e on esta-l!sh!ng -rans an

-ran eu!t. an therefore 2rotract!on of ual!t. u2 to last 2oss!-le e9ten rema!ns the!r to2

2r!or!t.)

Unt!l m! &@s chocolates 6as su22ose to -e the 2rouct of u22er an u22er m!le

class segment) In '; M!tchell@s +u-!lee 6as launche f!rst t!me !n Pa0!stan! mar0et at

Rs);)E& 2er -ar) Due to !ts attract!8e 2ac0ag!ng, ual!t., affora-le 2r!ce an an !ntact me!a

su22ort the -ran rece!8e unmatche rece2t!on an -ecame a success stor. !n Pa0!stan!

!nustr.) The -ran !s st!ll 8er. 2o2ular among masses an a8a!la-le !n three !fferent 2r!ce

2o!nts at Rs)%, Rs)E an Rs)'&) In earl. %&&& =a-ur.@s !ntrouce ual!t. 2roucts 6!th

affora-le 2r!ce) The launch of Da!r. M!l0 (Rs)E/", E Star (Rs)E/", el8et (Rs)E/" an Per0

(Rs);" 6!th attract!8e !s2ens!ngch!llers 6as the turn!ng an re8olut!onar. 2o!nt for ma0!ng

chocolates the cho!ce for e8er. one) The role of =a-ur.@s for e92ans!on of chocolate mar0et

!n Pa0!stan 6!ll al6a.s -e 6r!tten !n golen 6ors)

%?


25/66

C)&''en,es3

The most common challenges to th!s !nustr. are soar!ng 2r!ces of ra6 mater!al, h!gh

e9c!se an !m2ort ut!es on ra6 mater!al, h!gh entr. -arr!er -ecause of strong mono2ol!st!ccom2et!t!on an !nflu9 of chea2 !m2orte -ran through gra.=hannels)

C&*%#r A*vertisin, Ti$e'ine t)eir 5r!*#+ts34189:

=a-ur. =ocoa *ssence -egan a8ert!s!ng) The. h!ghl!ghte the 2ur!t. of the 2rouct 6!th

the slogan A-solutel. 2ure, therefore -est@)

1;


26/66

1;>;

Dur!ng the %n >orl >ar =a-ur. Da!r. M!l0 !sa22eare) =ocoa an chocolate 6as uner

go8ernment restr!ct!on an onl. rat!one chocolate 6as sol)

1;71

The Bourn8!lle Stor.@, a f!lm 2romot!ng =a-ur., 6as mae an sho6n c!nemas aroun the

countr.)

1;77

=a-ur. Dr!n0!ng =hocolate 6as one of the 8er. f!rst as on commerc!al tele8!s!on !n th!s

.ear)

1;7:

=a-ur. comm!ss!one th!rteen onem!nute f!lms sho6n as T a8erts) These as escr!-e

the har8est!ng of the =a-ur. chocolate !ngre!ent)

1;7;?9!s2a Bar launche !nclu!ng tele8!se a cam2a!gns featur!ng come!ans an com!c

actors tal0!ng a-out the ne6 -ar)

1;;orl o2ene a '& m!ll!on re2lacement for factor. tours) ;E&,&&& 2eo2le 8!s!te !n

the f!rst .ear)

1;;9

=a-ur. -egan a '& m!ll!on annual s2onsorsh!2 of =oronat!on Street, reach!ng an au!ence

of e!ghteen m!ll!on 2eo2le)

%F


27/66

=


28/66

> B!!st C!+!n#t B!!st Pe&n#t34

M!l0 chocolate co8ere -ar 6!th a toaste coconut an caramel centre) ('E

'?")=aramel an 2eanut -ar co8ere !n m!l0 chocolate) (''?" :aunche !n 'E, the

m!ght. Boost e8ol8e o8er t!me 6!th 8ar!ous 8ers!ons on sale !nclu!ng =oconut Boost an

Peanut Boost) %&&; e8en sa6 a Boost featur!ng the caffe!ner!ch Guarana -err. a22ear!ng on

the shel8es, as 6ell as a Boost Glucose for e9tra energ.) !c Ree8es an Bo- Mort!mer@s

muchlo8e :one Ranger a (com2lete 6!th surreal stra2 l!ne !t@s sl!ghtl. r!22le 6!th a flat

uners!e@" 6as a class!c of !ts t!me) 1!8e Bo.s M!l0 =hocolate)

@ Mi'( +)!+!'&te %&r34

:aunche !n '&% !t 6as once the most famous chocolate -ar !n the 6orl, 6!th !ts f!8e

2!ctures of a f!8e.earol la calle :!nsa. Poulton sho6!ng emot!ons from Des2erat!on

(no chocolate", to Real!at!on (f!n!ng out he@s got 1r.@s =hocolate") A22arentl. at the 2hoto

sess!on, :!nsa. 6asn@t loo0!ng m!sera-le enough for the f!rst 2hoto, so h!s father (the

2hotogra2her" t!e a cloth soa0e !n nast. smell!ng ammon!a roun h!s nec0 to ach!e8e theDes2erat!on@ face The -ar 6as ret!re !n '


29/66

1use e92loe !nto the UK mar0et2lace on Tuesa.@ %?th Se2tem-er 'F) It 6as a

chocolate -ar 6!th a !fference $ !nstea of ha8!ng a chocolate coat!ng on the outs!eC the

.umm. !ngre!ents 6ere sus2ene r!ght the 6a. through !t) ?& m!ll!on -ars 6ere sol !n the

f!rst 6ee0, an 6!th!n e!ght 6ee0s !t 6as the UK@s fa8or!te@s confect!oner.) Alas, ten .ears

later an 1use f!le off the shel8es, -ut !t@s fonl. remem-ere to th!s a.)

9 Ins5ir&ti!ns34

Te9ture fru!t fla8ore centers co8ere !n m!l0, 6h!te an ar0 chocolate)

Ins2!rat!ons launche !n ', !n a carton 6!th sl!!ng ra6ers) In!t!all. h!ghl. successful, !t6as ret!re !n ')

: L#+( N#$%ers34

In 'E =a-ur. launche a ne6 assortment of che6. s6eets, some co8ere !n

chocolate an some not) These :uc0. Num-ers each ha an !n!8!ual num-er on the

6ra22er, hence the name) The -ran 6as ret!re !n 'F)

8 Mi'( Tr& B&r34

*!ght M!l0 Tra. =hocolates, !n a -ar) Imag!ne a -o9 of M!l0 Tra. =hocolates) No6 !mag!ne

2!c0!ng e!ght of the most 2o2ular chocolates $ 0ee2!ng the!r !st!nct!8e sha2es $ an 2utt!ng

them !n a -ar The M!l0 Tra. Bar ha a cult follo6!ng -ac0 !n the '


30/66

It@s got a crunch !n the -!scu!t an a munch !n the m!le@) A class!c 'F&s T a for

S0!22. sho6s a S6!ng!ng :onon cou2le gett!ng off the!r scooter an go!ng !nto a tren.

coffee -ar to 2!c0 u2 the!r S0!22.)

TODAYS PRODUCTS OF CADBURY

1 C&*%#r Ce'e%r&ti!n C&(e it) B#tt!ns34

Ma0e .our cele-rat!ons reall. s2ec!al 6!th a el!c!ous chocolates treat) 1rom the

!nulgent 1la0e =ele-rat!on =a0e to the =a-ur. Buttons Part. =a0e) =a-ur.s ranges of

Part. =a0es are 2erfect for an. s2ec!al occas!on)

= C&*%#r H!t C)!+ C)#n(s34

=a-ur. Da!r. M!l0 un8e!ls a .umm. !n8ent!on 6h!ch herals a ne6 a6n for hot

chocolate lo8ers7 Hot =hoc =hun0s) The chun0s of real chocolate melt !nto m!l0 to ma0e a

smooth el!c!ous cream. treat =a-ur. Hot =hoc =hun0s !s no6 1a!rtrae cert!f!e)

> C&*%#r C'#sters34

=a-ur. =lusters are tast. treats of crunch. fla0es an 3u!c. ra!s!ns tum-le !nscrum2t!ous =a-ur. m!l0 chocolate) The.re 6onerfull. o loo0 o, taste 6onerful

>hether .ou fanc. a a.t!me n!--le to cheer .ou u2, a l!ttle -!t of e8en!ng !nulgence or a

-ag to share 6!th fr!ens $=a-ur. =lusters are !eal :aunche !n %&&, the.re no6

a8a!la-le across the UK)

;&


31/66

@ C&*%#r Pi+ni+34

=r!s2. 6afer an che6. caramel co8ere !n 2eanuts, ra!s!ns an =a-ur. m!l0

chocolate) P!cn!cs -een go!ng s!nce 'E an .oull st!ll f!n !ts no-l. gooness !n a sho2

near .ou) Pro-a-l. one of the most memora-le cam2a!gns for the -ran 6as one 6h!ch

feature a camel calle =al8!n 6h!ch 6as s!ng!ng a song a-out the che6 of the -ar)

In Austral!a !ts mar0ete as -e!ng el!c!ousl. ugl. Ho6 rue

E"D&ir $i'(34

The stor. of =a-ur. Da!r. M!l0 starte 6a. -ac0 !n '&E at Bourne8!lle, U)K), -ut

the 3ourne. 6!th chocolate lo8ers !n In!a -egan !n '?)The 2ure taste of =a-ur. Da!r.M!l0 !s the taste most In!ans cra8e for 6hen the. th!n0 of =a-ur. Da!r. M!l0) The 8ar!ants

1ru!t J Nut, =rac0le an Roast Almon, com-!ne the class!c taste of =a-ur. Da!r. M!l0

6!th a 8ar!et. of !ngre!ents an are 8er. 2o2ular amongst teens J aults) Recentl., =a-ur.

Da!r. M!l0 Desserts 6as launche, s2ec!f!call. to cater to the urge for someth!ng s6eet after

meals)

=a-ur. Da!r. M!l0 has e9c!t!ng 2roucts on offer =a-ur. Da!r. M!l0 >o6!e,

chocolate 6!th D!sne. characters em-osse !n !t, an =a-ur. Da!r. M!l0 % !n ', a el!ghtful

com-!nat!on of m!l0 chocolate an 6h!te chocolate) G!8!ng consumers an e9c!t!ng reason to

0ee2 com!ng -ac0 !nto the fun f!lle 6orl of =a-ur.)

9 Ge$s34

:aunche !n 'F, =a-ur. Gems has ca2ture the fanc. of ch!lren for more than

? ecaes no6) Su22orte -. a num-er of 2o2ular T=s s!nce the *!ght!es, Gems !s

un!uel. 2os!t!one -ecause of !ts chocolate taste, colorful -uttons an mult!2l!c!t.) The taste

an fun assoc!ate 6!th eat!ng =a-ur. Gems an the 3o. of shar!ng !t 6!th fr!ens has also

mae the -ran a source of nostalg!a for oler consumers) S!m2l. 2ut, eat!ng Gems -r!ngs

ha22!ness, fun an m!sch!ef to a 0!s 6orl) >h!ch !s 6h., =a-ur. Gems has al6a.s ha

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1un an Mast! as the 2ro2os!t!on !n all !ts commun!cat!on) Gems, a8a!la-le !n a Pouch an a

=arton, are also a8a!la-le !n a Re) ' 2ouch)

A gem has cont!nuousl. -een rele8ant an e9c!t!ng for consumers 6!th sal!ent

messag!ng, contem2orar. 2ac0ag!ng gra2h!cs, 2ac0 !nno8at!ons an consumer 2romot!ons)

In Decem-er %&&&, the Gems Tu-e Pac0 6!th a fl!2to2 6as launche, 6h!ch -ecame an

!nstant h!t 6!th 0!s) In succee!ng .ears, the Tu-e Pac0 has cont!nue to e9c!te 0!s 6!th

!fferent -all games on !ts fl!2to2)


33/66

CADBURY TOMMORRO/

The =a-ur. ne6 2rouct e2artment ma. not -e staffe -. m.ster!ous el8es or2eo2le 6ho 6a8e mag!c 6ans -ut !t@s e8er. -!t as mag!cal)

>e em2lo. the 8er. -est ne6 2rouct 2eo2le !n the -us!ness an the. s2en all the!r

6or0!ng hours !n8ent!ng, e92er!ment!ng an 2la.!ng 6!th chocolate, an com!ng u2 6!th all

sorts of 6e!r an 6onerful !eas) A great man. of these !eas 6!ll ne8er go further than

someone@s es0C -ut the most el!c!ous 6!ll en u2 on the shel8es of .our local sho2)

Our ne6 2rouct teams come from man. !fferent -ac0grouns) Some of them are

master chocolates, some come from a 2rofess!onal cater!ng -ac0groun, an others are

sc!ent!sts) But the.@8e all got someth!ng !n commonC a lo8e an unerstan!ng of chocolate

that -orers on o-sess!on)

;;


34/66

MARKETING STRATEGIES

Me&nin,34

X The mar0et!ng strateg. !s the means of ach!e8!ng the cor2orate o-3ect!8es)

X It g!8es messages to the sta0eholers, or 2u-l!cs) It sa.s7

Th!s !s 6here 6e are go!ng, an

>hen 6e 6!ll get there, an

Th!s !s our stance)

T5es !" M&r(etin, Str&te,34

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35/66

X One of the most funamental !ssues 6h!ch a com2an. must ec!e on !s the t.2e of

mar0et!ng strateg., or a22roach, that the. 6!ll ao2t)

X There are three -as!c mar0et!ng strateg!es 6h!ch an. com2an. can follo67

Un!fferent!ate mar0et!ng

D!fferent!ate mar0et!ng

=oncentrate mar0et!ng)

Un*i""erenti&te* M&r(etin,3

Here there !s a stanar, unchange 2rouct an a stanar, unchange mar0et!ng

effort)

Th!s strateg. can reuce costs (e)g) mar0et!ng, 2rouct!on" -ut 6!ll encounter 6astage

!n 2romot!onal act!8!t. an 2oss!-l. !n !str!-ut!on)

Di""erenti&te* M&r(etin,

Here the com2an. segments !ts mar0ets an offers mo!f!e 2roucts to !fferent

segments)

The mar0et!ng m!9 elements 6!ll also -e mo!f!e to su!t the reu!rements of the

chosen segments)

C!n+entr&te* M&r(etin,

Here the total mar0et!ng effort !s a!me at one mar0et segment)

;E


36/66

Th!s strateg. !s reall. a!me at the e92lo!tat!on of a l!m!te mar0et area an tens to

-e use -. those com2an!es 6ho ha8e h!ghl. s2ec!al!se 2roucts) It !s n!che

mar0et!ng -. another name)

It !s common for organ!sat!ons 6!th a !8erse 2rouct range to use a +!$%in&ti!n !"

&'' t)ree str&te,ies for !fferent 2arts of the!r 2rouct m!9

M&r(etin, Str&te,ies !" C&*%#rs

In orer to !ncrease sales =a-ur.s nees to unerta0e range of mar0et!ng act!8!t!es

-efore ec!!ng u2on the -est 6a. to encourage the 2urchase of !ts 2rouct) >hen

!ent!f.!ng the -as!c 2r!nc!2als 6h!ch =a-ur.s must a22l. to !ts mar0et!ng 6!ll -e !ts -as!c

o-3ect!8es -ecause all -us!ness must ha8e o-3ect!8es !t allo6s them to !ncrease sales an

ma0e 2rof!t)

=or2orate a!ms are the long term !ntent!ons of a -us!ness, 6hereas cor2orate

o-3ect!8es are the s2ec!f!c targets reu!re to ach!e8e the a!ms)

The common a!m an o-3ect!8es of the cor2orat!on such as =a-ur. !nclues the follo6!ng7

') Sur8!8al

%) Prof!t ma9!m!at!on 6h!ch !s often ta0en to -e the reason 6h. f!rms

*9!sts an to -e the 2r!mar. o-3ect!8es !n 2ract!ces most f!rms ha8e h!erarch. of o-3ect!8es

6hen a f!rms sur8!8al !s threaten !t ma. Prof!t ma9!m!e !n orer to restore !ts f!nanc!alhealth)

;) Gro6th 6h!ch !nclues =a-ur. sell!ng ne6 2roucts or e92an!ng

O8erseas)

;F


37/66

?) D!8ers!f!cat!on 6h!ch !s the s2rea!ng of -us!ness r!s0s -. reuc!ng e2enence on one

2rouct)

E) Sales ma9!m!at!on 6h!ch !s the !ncreas!ng of sales

F Im2ro8!ng the 2rouct !mage6h!ch !nclues creat!ng a ne6 logo or launch!ng a ne6 -ran

of 2rouct an creat!ng more attract!8e 2ac0ag!ng)

1or e9am2le, =a-ur. set out t6o o-3ect!8es for the e8elo2ment of the!r chocolate, 1use)These 6ere7

') To gro6 the mar0et for chocolate confect!oner.

%) To !ncrease =a-ur.s share of the snac0!ng sector

>hen launch!ng a 2rouct the com2an. =a-ur.@s ha to ma0e sure that an. ne62rouct !n the sna0!ng sector must esta-l!sh 2o!nt@s of !fference, creat!ng a un!ue sell!ng

2ro2os!t!on (USP" !)e) a 2rouct 6!th un!ue a22eal 6h!ch !s not share -. an. of !ts

com2et!tors) Referr!ng -ac0 to the e9am2le of 1use, =a-ur. lost a lot of mone. test!ng out

the com-!nat!on of 8ar!ous !ngre!ents an more than %E&6ere com-!ne -efore the rec!2e of

the chocolate 6as f!nal!e) As the 2roucts are e8elo2e, =a-ur. tests them to ensure that

consumers are 6!ll!ng to -u. them)

=a-ur. then 2romotes !ts 2roucts !n 8ar!ous 6a.s such as the use of a-o8e the l!ne

2romot!on, 6h!ch !s 6here a 2rouct !s a8ert!se through consumer me!a such as

tele8!s!on, maga!nes, ne6s2a2ers an ra!o)

;


38/66

CADBURY INDIA TARGETS THE ADULT SEGMENT /ITH

CADBURYS DAIRY MILK34

=a-ur. In!a uses emot!onal a22eals !n a8ert!s!ng) The a8ert!sements focuse on therelat!onsh!2 -et6een the 2arents an the!r ch!lren, 6here 2arents e92resse the!r lo8e -.

g!ft!ng the ch!l a Da!r. M!l0)

CADBURY INDIA /ANTS TO GET IN ROOT OF OUR

TRADITION 34

If .ou can recall a8ert!se 6h!ch !s no6 -e!ng freuentl. 2la.e !n our ra!o stat!on

an T channels 4M!tha ha! 0hana aa3 Pehl! Tar!0h Ha!5) MeansC&*%#r $&r(etin,

str&te, in In*i& 6ants to get !n root of our tra!t!on)

*arl!er !f .ou can remem-er 6hen 6e ha8e f!rst a. of salar. 6e -r!ng some s6eets to our

home) St!ll most of fam!l. follo6s th!s tra!t!on soC C&*%#r )&s t&r,ete* t)is &re& n! %

its !n +re&tive $&r(etin, st'e---

;


39/66

>hen .ou get 2ass 6hat .ou oW (>e 6!ll ha8e common ans6er 2a!e 0h!lao, g!8e s6eets

to all to e92ress ha22!ness" )) Remem-er the a8ert!se PAPPU PASS HO GA#A

N! C&*%#r &nts !#r tr&*iti!n&' seets t! its C&*%#r C)!+!'&tes

Another one e9am2le of C&*%#r $&r(etin, str&te,)))

>hat .ou -r!ng on Ra0sha-anhanW

>hat .ou -r!ng on D!6al!W

Aga!n common ans6er M!tha!,s6eets5, >hat =a-ur. 6antsW =a-ur. 6ant us to re2lace

th!s m!tha! 6!th =a-ur. cele-rat!on chocolates)

The!r slogan !s 0uch m!tha ho +a.e means 6hen .ou 6ant to eat s6eets go for =a-ur. 7")

In =ollege cam2us !t !s ee2 route no6)) Peo2le use to -et for a!r. m!l0s, Estars) =a-ur.

has l!n0e !ts -ran 6!th 1r!ensh!2 a., 8alent!ne a., mother@s a., father@s a. an man.

other a.s)

=a-ur. has also entere !nto a strateg!c all!ance 6!th 1ace -oo0 an Or0ut to further

2romote the core message of the -ran) =a-ur.@s has create a 1ace-oo0 a22l!cat!on thaturges all 1ace -oo0 mem-ers to sen !n8!tat!on to the!r near J ear ones for 6hat the. 6!sh

to ha8e th!s D!6al!) Th!s !nno8at!8e mar0et!ng tool re8ol8es aroun the central theme of the

D!6al! =ele-rat!ons A =am2a!gn, Iss Di&'i A&5 Kise K)#s) K&ren,e@

=a-ur.@s has e9tene !ts mar0et!ng strateg. to the !nternet s2ace an has launche

an !nno8at!8e J !nteract!8e 6e-s!te -$eet)&$!$ents-+!$6here!n one can e92er!ence

the meetha thought 8!a sen!ng of 2ersonal!e egreet!ngs to the!r fr!ens J fam!l.) It also

allo6s 8!s!tors to 8!e6 the latest commerc!als, l!sten to the ra!o s2ots from =a-ur. an also

f!n a l!n0 onto other !nternet a22l!cat!ons)

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F#t#re Str&te,

In the -rane !m2ulse mar0et, the share of chocolate !n F)FQ an =a-ur.@s share !n the

!m2ulse segment !s ?)Q factor l!0e chang!ng att!tue, h!gher !s2osa-le !ncome, a large

.outh 2o2ulat!on, an lo6 2enetrat!on of chocolate (%%Q of ur-an 2o2ulat!on" 2o!nt to6ars

a -!g o22ortun!t. of !ncreas!ng the share of chocolate !n the -rane !m2ulse among the

costl. alternat!8e !n the -rane !m2ulse mar0et)

It a22ears that com2an. !s l!0el. to 2la. the 8alue game to e92an the mar0et encourage -.

the recent success of !ts lo6 2r!ce 8alue for man. 2ac0s@)

ar!ous measures are unerta0en !n all areas of o2erat!on to create 8alue for the future)

Ne6 channel of mar0et!ng such as g!ft!ng an ch!l connect!8!t. an lo6 en 8alue for

mone. 2rouct for e92an!ng the consumer -ase ha8e -een !ent!f!e)

In terms of manufactur!ng management focus !s on o2t!m!!ng manufactur!ng eff!c!enc!es

an creat!ng a 6orl class manufactur!ng locat!on for =DM (=a-ur. Da!r. M!l0" ancla!rs) The com2an. !s toa. the secon -est manufactur!ng locat!on of =a-ur.@s

Sch6e22es !n the 6orl)

*ff!c!ent sourc!ng of 0e. ra6 mater!al !)e) coca through for6ar 2urchase of !m2orts, h!gher

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local consum2t!on -. enter!ng long term contract 6!th farmer an unerta0!ng efforts !n

e92an!ng local coca area e8elo2ment) The !n!t!at!8es !n the terms of e8elo2ment a long

term omest!c coca a sourc!ng -ase 6oul f!el ma9!mum ga!ns 6hen commo!t. 2r!ces

start mo8!ng u2)

X Use of !t to !m2ro8e log!st!c an !str!-ut!on com2et!t!8eness)

X Ut!l!!ng mass me!a to create an ma!nta!n -rans)

X *92an the consumer -ase) The com2an. has ae m!ll!on ne6 consumer !n the current

.ear an ho6 has consumer -ase of F& m!ll!on although the gro6th !n a-solute num-ers !slo6er than targete, the com2an. has -een a-le to !ncrease the 6!th of !ts consumer -ase

through launch of lo6 2r!ce 2roucts)

X Im2ro8!ng !str!-ut!on ual!t. -. aress!ng !ssues of 2rouct sta-!l!t. -. !nstallat!on of

8!s!t coolers at se8eral outlets) Th!s 6oul -e reall. effect!8e !n ma!nta!n!ng consum2t!on !n

summer, 6hen sales usuall. !2 ue to the fact that the heat effects 2rouct ual!t. an

there-. consum2t!on)

X The a-o8e are some ste2s -e!ng ta0en !nternall. to !m2ro8e future o2erat!on an

2rof!ta-!l!t.) At the same t!me the management !s also a6are of e9ternal changes ta0!ng 2lace

!n the com2et!t!8e en8!ronment an !s ta0!ng ste2s to rema!n com2et!t!8e !n the future

en8!ronment of free !m2orts, lo6er -arr!er to trae an the a8ent of all glo-al 2la.ers !n to

the countr.) The management !s not unul. concerne a-out the huge eluge of !m2orte

chocolate -rans !n the mar0et 2lace)

It !s of the 8!e6 that s!e of th!s !m2orte 2rem!um mar0et !s small to threaten !ts o6n

8olumes or sales !n fact, the com2an. loo0s at the tree !m2ortant as an o22ortun!t., 6here !t

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coul o2t!mall. use the glo-al =a-ur. Sch6e22es 2ortfol!o) The com2an. 6oul -e a-le to

not onl. 2ro8!e greater 8ar!et., -ut !t 6oul also -e more cost effect!8e to test mar0et ne6

2rouct as 6ell as !m2ro8e s2ee of res2onse to change !n consumer 2reference through

!m2orts) The onl. concerns that the com2an. has !n th!s regar !s the current h!gh le8el of

ut!es, 6h!ch l!m!t the o22ortun!t. to launch 8alue for mone. 2roucts)

S/OTS ANALAYSIS OF CADBURY

1 Stren,t)s34

X The com2an. has an alrea. large esta-l!she -us!ness !n the In!an mar0et) S!nce'%?, the

com2an. has esta-l!she !tself as a 6orl leaer !n the confect!onar. mar0et) It has o2erate

!n In!a s!nce '?) In In!a !t has a-out


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that the mar0et can em-ar0 on !ntrouc!ng the ne6 -ran !n the mar0et) =a-ur. In!a 6as

ran0e the Eth most res2ecte In!an com2an. -. Bus!ness 6orl maga!ne !n %&&< (:aura,

%&&")

X The target mar0et !s also u!te large) >!th the female 2o2ulat!on mar0et!ng more than EF

2ercent of the In!an 2o2ulat!on, there !s a 6!e target mar0et for the 2rouct) The In!an

chocolate mar0et has -een recor!ng gro6th !n the recent 2ast an there are future 2ros2ects

of gro6th) Therefore the target mar0et !s slo6l. e92an!ng (=a-ur., %&&")

= /e&(ness34

X The target 2o2ulat!on !s u!et large an there are fears the eman for the 2rouct ma.

outo the ca2ac!t. of the com2an. to sat!sf. the emans of the mar0et) It !s st!ll not clearl.

esta-l!she the rate of gro6th of the 2rouct !n the mar0et -ut there are e92ectat!on that the

2rouct 6!ll recor a h!gh gro6th rate) Th!s means that the com2an. 6!ll nee to !ncrease !ts

2rouct!on ca2ac!t. !n orer to match the rate of gro6th of the mar0et (:aura, %&&")

X The com2an. has not -een a-le to esta-l!sh a !str!-ut!on net6or0 !n the countr. that

matches the emans of the mar0et) In th!s case the com2an. has not esta-l!she a

!str!-ut!on net6or0 to the !nter!or ue to !nfrastructural e8elo2ment !ssues (=a-ur.,

%&&")

X Ban0!ng on the success of the other -rans !n the mar0et ma. ha8e negat!8e effects on the

!ntrouct!on of the ne6 -ran !n the mar0et s!nce the 2roucts 6!ll -e target!ng !fferent

mar0ets (=a-ur., %&&")

> O55!rt#nities34

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X There com2an. !s !ntrouc!ng the -ran !n a less com2et!t!8e mar0et) Th!s !s un!ue

o22ortun!t. for the com2an.) A more com2et!t!8e mar0et -ecomes !ff!cult to !ntrouce a

ne6 -ran -ecause there are alrea. other com2an!es@ 6h!ch are l!0el. to -r!ng !n

com2et!t!on (=a-ur., %&&")

X The com2an. can !ntrouce the 2rouct !n the mar0et !n un!ue 6a.) >!th the gro6!ng

!m2ortance of -eaut. sho6s, the com2an. can host -eaut. com2et!t!on !n orer to hel2 the

target mar0et !ent!f. 6!th the 2rouct) Th!s 6!ll !ntrouce the 2rouct !n the mar0et !n

un!ue 6a.) The com2an. can also host other e8ents l!0e s2orts or engage !n cor2orate soc!al

res2ons!-!l!t. act!8!t!es l!0e g!rl ch!l eucat!on to hel2 the target mar0et !ent!f. 6!th the

2rouct more (:aura, %&&")

X The com2an. can use a 6!e range of mar0et!ng strateg!es 6h!ch 6!ll lea to the o8erall

gro6th of the 2rouct !n the mar0et) The In!an a8ert!s!ng mar0et has -een gro6!ng at a

ra2! rate 6h!ch means there 6!ll -e an arra. of o22ortun!t!es for the gro6th of the mar0et)

There are man. a8ert!s!ng strateg!es for the com2an. !n the In!an mar0et (=a-ur., %&&")

@ T)re&ts

X There !s threat of entr. of other 2roucts !n the mar0et) In th!s case there are threats of entr.

of ne6 2roucts !n the mar0et 6h!ch 6!ll !ncrease the le8el of com2et!t!on !n the mar0et)

There are other com2an!es 6h!ch are l!0el. to !ntrouce the same 2roucts !n the mar0et

once there !s success of the !n!t!al 2rouct (=a-ur., %&&")

X There !s a threat of change of the current e9ternal en8!ronment 6h!ch !s l!0el. to alter the

nature of the mar0et) 1or e9am2le change !n the ta9!ng reg!me, Go8ernment la6s regulat!ng

the !nustr., an other factors 6h!ch are l!0el. to !m2act negat!8el. on the !nustr.

(=a-ur., %&&")

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7 PS O" C&*%#r

' PRODUCT

The a8erage com2an. 6!ll com2ete for customer -. conform!ng to h!s e92ectat!on

cons!stentl.) But the 6!nner 6!ll sur2ass them -. constantl. e9cee!ng h!s e92ectat!on,

el!8er!ng to h!s oor ste2 a!t!onal -enef!ts 6h!ch he 6oul ne8er ha8e !mag!ne)

=a-ur.@s offer such 2rouct) The 6!e 8ar!et. 2roucts offere -. the com2an. !nclue7

I) =hocolate J =onfect!onar.

'" Da!r. M!l0%" 1ru!t J Nut

;" E Star

?" Brea0

E" Per0

?E


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F" Gems


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E Star Rs) '&

1ru!t an Nut Rs) %%

Gems Rs) '&

Brea0 Rs) E

Nutt!es Rs) '

Bourn8!ta (E&& gm" Rs) '&?

Dr!n0!ng chocolate Rs) E&)

; 4 P)si+&' Distri%#ti!n P'&+e0 D!str!-ut!on *u!t.7 It ta0es much more t!me an effort to -u!l, -ut once -u!lt,

!str!-ut!on eu!t. !s har to eroe) The funamental a9!om of In!an consumer mar0et !s

th!s7 #ou can set u2 a stateof $theart manufactur!ng fac!l!t., h!re the hottest strateg!es on

the -loc0, s6am2 2r!me tele8!s!on 6!th -est As, -ut the en of !t all, .ou shoul 0no6 ho6

to sell .our 2roucts)

The car!nal tas0 -efore the In!an mar0et !n manag!ng !s to shoehorn !ts 2rouct on reta!l

shel8es) Bu.ers are 2a.!ng for !str!-ut!on eu!t. not -ran eu!t. an mar0et shares)

In!a $ ' -!ll!on 2eo2le, 'EE m!ll!on househol has o8er ? m!ll!on reta!l outlets !nE;E' ur-an mar0ets an EE%


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2rouct) =a-ur.@s !str!-utes the 2rouct !n the manner state a-o8e) =a-ur.@s

!str!-ut!on net6or0 has e92ane from '& !str!-utors last .ear to %'&& !str!-utors an

?,E&,&&& reta!lers) Bes!e use of TI to !m2ro8e log!st!cs, =a-ur. !s also attem2t!ng to

!m2ro8e the !str!-ut!on ual!t.) To aress the !ssue of 2rouct sta-!l!t., !t has !nstalle 8!s!t

colors at se8eral outlets) Th!s hel2s !n ma!nta!n!ng consum2t!on !n summer 6hen sales

usuall. ro2s ue to the fact that the heat affects 2rouct ual!t. an there-. off ta0es)

:oo0!ng at the lo6 2enetrat!on of the chocolate, a !str!-ut!on e92ans!on 6oul !tself -e!ng

!ncremental 8olume) The other reason !s arch r!8al Nestle reaches more than a m!ll!on

reta!lers)

Th!s !ncrease !n !str!-ut!on !s go!ng to -e accom2an!e -. reuct!on !n channel costs)

=a-ur.@s mar0et!ng costs, at 'Q of total costs, !s much h!gher than NestlY@s '%Q or e8en

2ure sugar confect!oner. ma3or Parr.@s ''Q) The com2an. !s loo0!ng to reuce th!s 2ar!t.le8el) At =a-ur., the. -el!e8e that sell!ng confect!oner. !s !t l!0e sell!ng soft r!n0s)

? Pr!$!ti!n

*ffect!8e a8ert!s!ng !s rarel. hector!ng or loul. e92l!c!tZ) It often -oth attracts angenerates arm feel!ngs) More often than not, a successful cam2a!gn has a stronger element ofthe une92ecte a ual!t. that goo a8ert!s!ng shares 6!th much 6orth6h!le l!terature)

To 2enetrate !nto the !nner recesses of customer memor., commun!cat!on must f!rst ensure

e92osure, gra- h!s attent!on e8o0e h!s com2rehens!on, gra- h!s acce2tance an then e9tract

retent!on com2et!ng 6!th thousans of other un!ts of commun!cat!on tr.!ng to o the same)

1!n!ng sho6e that the aults felt too consc!ous to -e seen consum!ng a 2rouct actuall.

meant for ch!lren) The strateg!c res2onse aresses the emot!onal a22eal of the -an to the

ch!l 6!th!n the ault) Naturall., that 2rouce 3ust the 8alue 8acuum that =a-ur. 6asloo0!ng to f!ll) Thereafter !t 6as the 3o- of the a8ert!s!ng to commun!cate customer the

6onerful feel!ng that he coul e92er!ence -. re!scours!ng the careful, unself!sh consc!ous,

2leasure $ see0!ng ch!l 6!th!n h!m $ an graft these feel!ng onto the A cam2a!gn l!0e

4Khane >alon Ko Khane Ka Bahana =hah!.e5 for =MD an 4Tho! S! Pet Poo3a $ Ka-h!

Bh! Kah!n Bh!5 for Per0 ha8e -een sure shot 6!nner 6!th the au!ence)

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>h!rl 6!th the ne6 launche tem2tat!ons 6!th the slogan 4Too To Share5 the commun!cat!on

resol8es aroun the reluctance of a 2erson 6ho@s got the!r han on a -ar of tem2tat!on to let

an.one else to ha8e a -!te) As 6ell as outoor an ra!o as, a agenc. contract has create

commun!cat!on for c!nemas an e8en ATM mach!nes for the -ran)

All I=I=I@s ATM a message flashes on the screen as soon as customer !nserts h!s ATM car)

It tells the customer that th!s 6oul -e goo t!me to get out of h!s tem2tat!on s!nce he/she !s

-oun to -e alone) Someth!ng fam!l!ar !s 2lanne for 2hone-oo0 as 6ell) In c!nemas,

=a-ur. has a message onscreen 3ust -efore the l!ghts are !mme to g!8e them a chance toget the!r tem2tat!ons) There 6!ll also -e after !nner sam2l!ng !n restaurants $ to -eg!n 6!th,

;& catter!es !n Mum-a! ha8e -een selecte)

The ne9t roun of act!8!t. 6!ll !nclue the 6aferchocolate Per0 an the P!cn!c -ar, 6h!ch

has face 2ro-lems 6!th !ts taste, -ecause of the 2eanut !t conta!ns) M!l0 treat has also -een

launche !n a moule -ar form, 3ust !n t!me of D!6al! g!ft!ng mar0et) cla!rs has got 2otent!al

for much 6!e !str!-ut!on, !n a small s6eets that a!rl!nes, hostels, an u2 mar0et reta!l outlet

offer to guest an customers)

A s2en !n %&&& 6as a-out '?Q of sales an the management sa! that 2lans to ma!nta!n as

s2en at th!s le8el !n the current .ear also)

A s!nce an. !scuss!on toa. 6oul -e !ncom2lete 6!thout ment!on e@ 6or, the

management 2lans to ta2 th!s ne6 channel of mar0et!ng) Bes!e three com2an. 6e-s!te

(!)e)666)ca-ur.!n!a)com, 6666)-our8!ta)com, 666)ca-ur.g!ft)com" that the com2an.

has launche, !t ha also entere !nto 8ar!ous mar0et!ng relat!onsh!2 6!th other 2ortals,

s2ec!all. targete ur!ng fest!8als an e8ents such as alent!nes Da., etcZ)

It@s a com-!nat!on of st!ff!ng u2 !ts 0e. -ran, research!ng an !m2ro8!ng the ne6er 2roucts

that ha8en@t ta0en off, su22orte 6!th h!gh a $ s2ens that =a-ur. ho2es 6!ll see !t

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emerges stronger after the current slo6o6n, as 6ell as e92an the mar0et)

E $P!siti!nin,

In the '


51/66

P!siti!nin, !" in*ivi*#&' 5r!*#+t3

'" CMD3!s an al6a.s rema!n flagsh!2 -ran) The 2unch -. the com2an. for a8ert!s!ng

th!s 2rouct l!fe) Real taste of :!fe@, !tself ef!nes the 2os!t!on!ng of the 2rouct) The

chocolate !s meant for all age grou2s) It s.m-ol!es fun, en3o.ment, goo !tems) It has

gooness of m!l0, taste an a22et!te a22eal)

%" 7 st&r3although 2os!t!one !nternat!onall. as an energ. -ar, E stars 6ere 2os!t!one on an

emot!onal 2latform !n In!a ur!ng the late '&s) S.m-ol!!ng togetherness, E stars 6as

or!g!nall. targete at teenagers) In +une '?, the com2an. re6or0e the strateg. for E stars

to ma0e !t a source of energ.) In fact, -efore the launch of Per0, E star@s energ. -ar

2os!t!on!ng mae !t a snac0!ng chocolate)

;" +'&irs3com2et!ng !n the che6a-le toffees segment) cla!rs 6as relaunche ur!ng the

m!n!net!es 6!th a ne6 name, Da!r. M!l0 cla!rs)

?" Ge$s7 -roacast!ng Gems, though, !n@t 2ro8e to -e feas!-le 2ro2os!t!on for =a-ur.)

Targete at ch!lren less than '% .ears 6!th Gems Bon@ a8ert!s!ng) =a-ur. ec!e to

sell !t to teenagers 6!th the Smart er. Smart@ cam2a!gn) But no6, the com2an. !s

retarget!ng ch!lren 6!th !ts an!mate commerc!al) 4Gems are the -est -ran to s2ea0 to

ch!lren) =olorful chocolate -uttons a22eal most to ch!lren an that !s 6h. =a-ur. !s retarget!ng ch!lren)5

E" Cr&+('e3!t 6as the f!rst =a-ur.@s chocolate to ha8e crunch !n !t) It 6as targete as a

fun0. chocolate to a s2ar0 to l!fe)

E'


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F" Per(3!n Se2tem-er, 'E, =a-ur. 2reem2te the launch of NestlY@s K!tKat -. rush!ng a

ne6 -ran, Per0 !nto the mar0et) Pos!t!one much further on the funct!onal scale of E stars,

Per0 6as meant to -e l!ght snac02rouct for su-u!ng the f!rst 2angs of hunger)


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ADVERTISING THERIR PRODUCTS IN DIFFERENT/AYS

The sales of 2rouct !n the mar0et e2en u2on a8ert!s!ng 6h!ch !s one of the

factors that -oosts the sales of the 2rouct !n the mar0et) A8ert!s!ng can -e !n the form of

2r!nt a8ert!s!ng, -anner a8ert!s!ng, a8ert!s!ng on Tele8!s!on, ra!o a8ert!s!ng an of

course a8ert!sement on Internet) O8er the last se8eral .ears !nternet has emerge as a strong

an successful 2latform for a8ert!s!ng a 2rouct -. us!ng !fferent 6a.s an methos to

attract the attent!on of the customers) There are 8ar!ous 6a.s to ca2ture the thought 2rocess,

6h!ch runs !n the m!ns of the customers, an !t !s one on a regular -as!s through the

me!um of a8ert!s!ng) The 2ur2ose of runn!ng an a8ert!s!ng cam2a!gn !s to generate the!nterest of ne6 customers !nto the 2rouct, an to susta!n the !nterest of regular customers !n

the 2rouct, so that there m!n rema!ns focuse on the -ran name an !mage of the 2rouct)

Thus the a8ert!sement of the same 2rouct can -e seen s!multaneousl. at man.

!fferent 2laces) =a-ur.s a8ert!sement can -e seen ur!ng the late e8en!ng hours 6hen

!fferent soa2 o2era are -roacaste) Then on s6!tch!ng on the la2to2 to chec0 the ema!ls

rece!8e ur!ng the a., the a8ert!sement of =a-ur. can -e seen aga!n, -ut of course, th!s

t!me the form of a8ert!sement !)e) s!e of a8ert!sement !s small, !t loo0s l!0e a teaser an

the me!um !s !fferent, here !nternet 2la.!ng an !m2ortant role) At 6ee0en 6h!le go!ng

through the sho22!ng mall the same a8ert!sement of =a-ur. can -e seen h!ghl!ghte !n -!g

2osters an -anners, g!8!ng more 2rom!nence to -ran name, the 2rouct name an !n orer

E;


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to attract the customers attent!on, theme of the a8ert!sement also -een a 2art of the 2oster,

6h!ch also gets h!ghl!ghte)

D!fferent -ran names, !fferent 2roucts an !fferent 6a.s of 2romot!ng the

2rouct)

1or *9am2le7

>hen Sun feast -!scu!ts 6ere !n!t!all. launche, there 6as an aggress!8e

a8ert!sement cam2a!gn that 6as -een one for the Sun feast -!scu!ts -. 2utt!ng stalls at

!fferent 2laces, 6here ma9!mum num-er of customers come regularl., l!0e for !nstance

there 6as a stall of Sun feast -!scu!t at an e9h!-!t!on 6h!ch 6as -een hel on a groun, 6here

there 6ere num-er of !fferent stalls an at the en 6hen the customers are a-out to lea8e thee9h!-!t!on there are !fferent foo stalls an refreshment stalls)

Amongst the 8ar!ous !fferent stalls !n the e9h!-!t!on, one stall 6as that of Sun feast

-!scu!ts an there 6ere s!a-le num-er of customers, 6ho 6ere 0een an eager to 0no6 more

a-out Sun feast -!scu!ts an some 6ere e8en 2urchas!ng the -!scu!ts)

A fe6 a.s later the same stall 6as seen at a sho22!ng mall an no6 the num-er of

customers 6ere more than -efore) The reason -e!ng a8ert!sements of Sun feast -!scu!ts

-een sho6n on T) :ater on Shah Ru0h 6as ro2e !n for the a8ert!sement of Sun feast

-!scu!ts an no6 Sun feast !s a 0no6n to a large num-er of customers) Thus !n!t!all. for an.

-ran name !t !s !m2ortant to gauge an 0no6 the customers react!on, the!r o2!n!on an

8!e6s, an then slo6l. !ntrouc!ng the 2rouct !n the mar0et for the customers on a regular

-as!s)

So a8ert!s!ng here also 2la.s a ma3or role, -anners an angles must -e attract!8e at

the t!me of !n!t!al launch of the 2rouct)

>h!le a8ert!s!ng on the !nternet there are man. customers, 6ho 8!s!t the =.-ercafe

an o-8!ousl. the. also comes across the a8ert!sements) So there are !fferent 6a.s to gra-

the attent!on of these customers) Man. t!mes 2rom!nent 6e-s!tes l!0e MSN, #ahoo an

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other -!g names relate to 6e-s!tes are ro2e !n an then there !s a !fferent format 6h!ch !s

use to ma0e sure that the customers ma0e a note of the a8ert!sement an 2a. attent!on to

the 2rouct eta!ls) :!0e for !nstance there !s a =ontest 6h!ch !s -een conucte 6here!n the

customer 6!ll ha8e to f!ll !n the small form 6h!ch reu!res h!s 1ull Name, mo-!le num-er,

Aress an ema!l ID) Once these eta!ls are f!lle !n the customer has to ma0e sure that he

has g!8en the correct ans6er to the uest!on an then su-m!t the form) Th!s !s 6here

=.-ercafe customers are concerne)

Man. a t!mes ur!ng mo8!es an ur!ng cr!c0et matches there are onl!ne contests,

6h!ch are conucte 6here the customer has to select the r!ght ans6er -. cl!c0!ng on one of

the four !fferent o2t!ons 2ro8!e to h!m !)e) A, B,= an D an then SMS the r!ght ans6er

on the g!8en mo-!le num-er) There are mo-!le com2a!nes 6ho ha8e conucte these 0!n ofcontests, recentl. M!croMa9 has one th!s contest ur!ng cr!c0et matches)

Thus customers are al6a.s there, each !n!8!ual customer has h!s o6n 2urchas!ng

ca2ac!t., -ut 6hen !t comes to ec!s!on ma0!ng -. the customer 6!th res2ect to -ran names

man. t!mes a8ert!s!ng 2la.s an !m2ortant factor !n the 2rocess of 2urchas!ng the 2rouct)

Th!s ha22ens at the t!me 6hen the customer ma0es a f!nal ec!s!on)

Man. -ran names relaunch the!r 2roucts !n the mar0et e2en!ng u2on the

2re8!ous react!on rece!8e an u2on the fact that 6hat 6ere the a!t!onal features that 6ere

reu!re !n the 2rouct -ecause of 6h!ch sales ro22e)

It !s !m2ortant that the customer 0no6s a-out !fferent -ran names !rres2ect!8e of

the fact, 6h!ch 2rouct, he -u.s at the en of the a.) Th!s !s 6here a8ert!s!ng an

2romot!ng a 2rouct !n the mar0et 2la.s a om!nant role)

Me!a A8ert!s!ng Use of a8a!la-le me!a channels, mean!ng c!nema, T, ra!o,

2ress an the !nternet) In other 6ors the =a-ur. shoul focus on the me!a through 6h!ch

!t reaches !ts 2r!mar. target mar0et.oung 2eo2le of age 'F ;E) Dur!ng the 2re launch

cam2a!gn =a-ur. shoul not aress the contro8ers.C ho6e8er !t shoul ma0e !t clear that

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the 2rouct !s not su!ta-le for age -elo6 'E an not a8!sa-le for 2regnant 6omen) Th!s 6a.

the com2et!t!on 6!ll 0ee2 the!r mouth shut an the!r 6!ll -e no 2ost launch negat!8!sm !n

S!nga2ore) Th!s 6!ll -e one a month -efore the launch)

Se,$ent&ti!n. T&r,etin,. &n* P!siti!nin,

Segmentat!on, target!ng, an 2os!t!on!ng together com2r!se a

three stage 2rocess) >e f!rst ('" eterm!ne 6h!ch 0!ns of customers e9!st, then (%" select

6h!ch ones 6e are -est off tr.!ng to ser8e an, f!nall., (;" !m2lement our segmentat!on -.

o2t!m!!ng our 2roucts/ser8!ces for that segment an commun!cat!ng that 6e ha8e mae the

cho!ce to !st!ngu!sh oursel8es that 6a.)

Se,$ent&ti!n34

It !n8ol8es f!n!ng out 6hat 0!ns of consumers 6!th !fferent nees e9!st) In the

auto mar0et, for e9am2le, some consumers eman s2ee an 2erformance, 6h!le others aremuch more concerne a-out room!ness an safet.) In general, !t hols true that 4#ou can@t

-e all th!ngs to all 2eo2le,5 an e92er!ence has emonstrate that f!rms that s2ec!al!e !n

meet!ng the nees of one grou2 of consumers o8er another ten to -e more 2rof!ta-le)

Gener!call., there are three a22roaches to mar0et!ng) In the un!fferent!atestrateg.,

all consumers are treate as the same, 6!th f!rms not ma0!ng an. s2ec!f!c efforts to sat!sf.

2art!cular grou2s) Th!s ma. 6or0 6hen the 2rouct !s a stanar one 6here one com2et!tor

reall. can@t offer much that another one can@t) Usuall., th!s !s the case onl. forcommo!t!es) In the concentrate strateg., one f!rm chooses to focus on one of se8eral

segments that e9!st 6h!le lea8!ng other segments to com2et!tors) 1or e9am2le, South6est

A!rl!nes focuses on 2r!ce sens!t!8e consumers 6ho 6!ll forego meals an ass!gne seat!ng for

lo6 2r!ces) In contrast, most a!rl!nes follo6 the !fferent!ate strateg.7 The. offer h!gh

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2r!ce t!c0ets to those 6ho are !nfle9!-le !n that the. cannot tell !n a8ance 6hen the. nee

to fl. an f!n !t !m2ract!cal to sta. o8er a Satura.) These tra8elers[usuall. -us!ness

tra8elers[2a. h!gh fares -ut can onl. f!ll the 2lanes u2 2art!all.)

T&r,etin,34

In the ne9t ste2, 6e ec!e to t&r,et one or more segments) Our cho!ce shoul

generall. e2en on se8eral factors) 1!rst, ho6 6ell are e9!st!ng segments ser8e -.other

manufacturersW It 6!ll -e more !ff!cult to a22eal to a segment that !s alrea. 6ell ser8e

than to one 6hose nees are not currentl. -e!ng ser8e 6ell) Seconl., ho6 large !s the

segment, an ho6 can 6e e92ect !t to gro6W (Note that a o6ns!e to a large, ra2!l.

gro6!ng segment !s that !t tens to attract com2et!t!on") Th!rl., o 6e ha8e strengths as acom2an. that 6!ll hel2 us a22eal 2art!cularl. to one grou2 of consumersW 1!rms ma. alrea.

ha8e an esta-l!she re2utat!on) >h!le McDonal@s has a great re2utat!on for fast, cons!stent

ual!t., fam!l. fr!enl. foo, !t 6oul -e !ff!cult to con8!nce consumers that McDonal@s

no6 offers gourmet foo) Thus, McD@s 6oul 2ro-a-l. -e -etter off target!ng fam!l!es !n

search of cons!stent ual!t. foo !n n!ce, clean restaurants)

P!siti!nin, 34

The term 42os!t!on!ng5 !s 6!el. use 6!th!n the mar0et!ng an a8ert!s!ng

commun!t!es toa., an !ts mean!ng has e92ane -e.on the narro6 ef!n!t!ons of Trout

an R!es) Pos!t!on!ng !s often use no6aa.s as a -roa s.non.m for mar0et!ng strateg.)

Ho6e8er, the terms 42os!t!on!ng5 an 4mar0et!ng strateg.5 shoul not -e use

!nterchangea-l.) Rather, 2os!t!on!ng shoul -e thought of as an element of strateg., a

com2onent of strateg., not as the strateg. !tself)

The term 42os!t!on!ng5 !s, an shoul -e, !nt!matel. connecte to the conce2t of

4target mar0et)5 That !s, a -ran@s 2os!t!on!ng ef!nes the target au!ence) 1or e9am2le, an

a!rl!ne m!ght 2os!t!on !tself aga!nst other a!rl!nes, 6h!ch ef!nes the target au!ence as a!rl!ne

tra8elers) Or, !t m!ght 2os!t!on !tself aga!nst all moes of trans2ortat!on -et6een t6o

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est!nat!ons, 6h!ch then ef!nes the target au!ence as all tra8elers -et6een those t6o

mar0ets) The secon 2os!t!on!ng reaches out to a much larger target au!ence )

Se,$ent&ti!n !" C&*%#r3

R!ght no6 =a-ur.@s ne6 a8ert!sement cam2a!gn !s o!ng the rouns o8er the

tele8!s!on) 4Meetha ha! 0hana,aa3 2ehl! taree0 ha!5 !s the tagl!ne that the chocolateg!ant has

come out 6!th) It tr!es to -r!ng forth the e9c!tement, 6h!ch l!es !n the m!ns of the general

2u-l!c as the. 6a!t for the f!rst ate of each month on the calenar) The monthl. salar.

stashe !n the!r hans ena-les them to cele-rate an re3o!ce -. s2en!ng !t on =a-ur.@sDa!r. M!l0)

=a-ur.@s Da!r. M!l0 has come out 6!th such memora-le acam2a!gns, 6h!ch settle !nto

the hearts of e8er.one)

The stor. starts 6!th 4Once u2on a t!me !n '?Z5 6hen =a-ur. entere the In!an

mar0et) It or!g!nate from a to6n !n the Un!te K!ngom, Bourn8!lle (also the name of !ts

recentl. launche h!ghen chocolate" !n '&E)

As the =a-ur.@s off!c!al 6e- s!te suggests, !ts 3ourne. !n In!a has -een an e8entful

one) In the earl. '&s, !t tr!e to cater to the s6eet tooth of the ch!lren) Those a.s the.

steere the mar0et an too0 control o8er the com2an.@s ma3or mar0et share) Ho6e8er, the

strateg. change -. lett!ng out the secret that 4e8er.one has a ch!l !ns!e 4 an thus

e8er.one cra8es for the taste of chocolate) =a-ur. strateg!es 6ent through a cons!era-le

change) It no6 catere from ch!lren to aults an from chocolate to m!tha!) As the tagl!ne

goes 4Khane 6alon 0o 0ahne 0a -ahana chah!.e5)

The hole!none for the com2an. 6as 6hen !t !ent!f!e s6eets to -e a 8er. !ntegral

2art of the In!an culture) It mae sure that the fest!8e an 3u-!lant moos of the soc!et. that

ha 2a8e the 6a. for 0!los an 0!los of m!tha!, no6 mae 6a. for a large num-er of

=a-ur.@s)

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Meetha ! to =a-ur.@s 6hat thana ha one for =oco=ola) Both hel2e them

cra6l the!r 6a.s through !nto hearts of the rural 2o2ulat!on of the countr., 6h!ch ha an

unta22e an astoun!ng 2otent!al)

The a8ert!sement cam2a!gn of Am!ta-h Bachchan, resse u2 as a 8!llager, 2roul.

announc!ng that h!s 4aughterf!gure5 6on -eaut. contests for cattle, -rought out the laughs

an struc0 a chor 6!th the same segment of 2eo2le)

:ater came the cam2a!gns of 4Pa22u 2aas ho ga.a5 ac0no6lege the mar0et

2otent!al for collegego!ng .outh) The treats for 2ass!ng e9ams 6ere no6 a =a-ur. !nstea

of a m!tha!)>!th Kuch Meetha Ho +a.e, 6e 0ne6 =a-ur.@s 6as no6 a esert cra8!ng as

6ell as a 2o2ular g!ft!tem for fest!8als such as Ra0sha Banhan an D!6al!) =a-ur.@s also

!8ers!f!e !ts range of 2roucts 6!th >o6!e(6!th D!sne. characters for 0!s",=rac0le, 1ru!t

an Nut(8ar!at!ons of the Da!r. M!l0",Bourn8!ta(health r!n0"Deserts,Per0(6afer !ngre!ent"

an Ycla!rs(toffee segment")

=a-ur.@s toa. hols ;& 2er cent mar0ets share !n the confect!onar!es !nustr. an sells

aroun ' m!ll!on -ars a a.)

T&r,etin, !" C&*%#r

=a-ur. !s loo0!ng to attract m!ll!ons of ne6 customers -. sh!ft!ng !ts strateg. to focus on

lo6!ncome consumers) The Br!t!sh can. ma0er, 6h!ch has -een !n In!a for more than F&

.ears an om!nates the chocolate mar0et, !s ma0!ng can. affora-le to th!s mass!8e

unta22e segment 6!th 2roucts such as =a-ur. Da!r. M!l0 Shots2eas!e chocolates,

sol t6o to a 2ac0age, for t6o ru2ees, or a-out four U)S) cents) These chocolates are encase

!n a sugar shell to 2rotect them from the heat)

>e see0 to reach out to all of those consumers that are a6a. from the c!t!es an to sell

small 2!ece 2roucts at lo6 2r!ce 2o!nts, state =a-ur. ch!ef e9ecut!8e To St!ter) Z

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P!siti!nin, !" C&*%#r

=a-ur. In!a has un8e!le a ne6 cam2a!gn that cont!nues 6!th the -rans Kucch

Meetha Ho +a.e 2os!t!on!ng) =reate -. Og!l8. J Mather, the cam2a!gn re8ol8es aroun the

theme of Pa. Da., 6h!ch !s assoc!ate 6!th ha22!ness -. most 2eo2le) Bran 2os!t!on!ng !s

the as2ect of the -ran act!8el. commun!cate to the target au!ence, s2ec!f!call., !ts

com2et!t!8e a8antage, 8alues an !mager.) It !s strongl. relate to the 2erce2t!on an !mage

of the 2rouct) >hen e8!s!ng a 2os!t!on!ng strateg. for a 2rouct, mar0eters must esta-l!sh a

un!ue an !st!nct!8e !mage of that 2rouct !n the m!n of the consumer) Th!s 6!ll

!fferent!atea com2an.@s 2rouct from !ts com2et!tors)

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=a-ur. In!a :t has announce that mega star Am!ta-h Bachchan 6!ll -e

the com2an.s ne6 -ran am-assaor)

He 6!ll enorse an 2romote =a-ur. chocolates for a 2er!o of t6o .ears)

As -ran am-assaor, he 6!ll 2la. a 0e. role !n -ran an 2rouct

commun!cat!on on tele8!s!on, !n 2r!nt an outoor me!a)

=a-ur. has launche a strengthene, ne6 2ur!t. seale 2ac0ag!ng for =a-ur.

Da!r. M!l0) The ne6 2ac0ag!ng for ';g (Rs E" !s ou-le 6ra22e for ma9!mum 2rotect!on)

The chocolate !s 6ra22e !n alum!num fo!l an enclose !n a 2ol. flo6 2ac0, 6h!ch !s

com2letel. seale on all s!es) In the secon 2hase, the larger =a-ur. Da!r. M!l0 2ac0s 6!llcome !n 2ol.coate alum!n!um fo!l, 6h!ch 6!ll -e heatseale an then 6ra22e !n the

-rane outer 2ac0age) Both these ste2s are a f!rst e8er !n chocolate 2ac0ag!ng !n In!a)

O8er the last fe6 months, 6e ha8e ha some cases of !nfestat!on ue to !m2ro2er

storage con!t!ons) As a com2an. comm!tte to ensur!ng that our consumers en3o. a 2r!st!ne

-ar of chocolate each t!me, 6e ec!e to ta0e ste2s to reuce e2enenc. on storage

con!t!ons to the e9tent 2oss!-le, sa! Bharat Pur!, manag!ng !rector, =a-ur. In!a :t)

=a-ur. 6!ll o e8er.th!ng !t can to ensure that e8er. -ar of chocolate that a consumer -u.s

comes full of gooness an r!ch taste)

A$it&%) B&+)+)&n is C&*%#r %r&n* &$%&ss&*!r

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=omment!ng on Am!ta-h Bachchan as -ran am-assaor for =a-ur. chocolates,

Pur! sa!, There !s a 2erfect f!t -et6een Am!ta-h Bachchan an =a-ur. chocolates the!r

t!melessness, an the lo8e an trust the. -oth share 6!th the 2eo2le across In!a, ma0es th!s

an !eal 2artnersh!2) Moreo8er, Mr Bachchan has a un!8ersal a22eal that e9tens to e8er.one

from F to F&, 3ust as our chocolates o)

>e -el!e8e h!s enorsement of =a-ur. Da!r. M!l0 6!ll go a

long 6a. to6ars our o-3ect!8e of !ncreas!ng chocolate consum2t!on

among all ages of consumers)

Am!ta-h Bachchan sa!, Most of .ou ma. not 0no6 th!s, -ut I ha8e -een a -ran

am-assaor for =a-ur. for the last EE .ears) Onl., no6 !t !s off!c!al) Br!ng!ng sm!les,

s2rea!ng ha22!ness an 3o. amongst m!ll!ons of 2eo2le !n In!a !s 6hat =a-ur. an I shall

-e cont!nuousl. 6or0!ng to6ars)

The ne6 ';g (Rs E" =a-ur. Da!r. M!l0 2ac0ag!ng !s currentl. a8a!la-le onl. !n

Maharashtra an the nat!onal rollout 6!ll ta0e 2lace o8er the ne9t three 6ee0s) Ne62ac0ag!ng for the larger -ars of =a-ur. Da!r. M!l0, 1ru!t J Nut, =rac0le, Bourn8!lle,

=aramello, an Dou-le Dec0 6!ll -e com2lete !n s!9 6ee0s)

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C&*%#rs. Nest'e '!se $&r(et s)&re t! i$5!rte*

+)!+!'&tes

COMPETITORS OF CADBURY

There are no man. com2et!tors !n the confect!onar. !nustr. that =a-ur. !s

=om2et!ng 6!th) =a-ur. !s a mar0et leaer !n the !nustr.) The other com2et!torsare small

com2are to =a-ur. an therefore the le8el of com2et!t!on !s e92ecte to-e a -!t lo6)

Sales of !m2orte chocolate -rans, such as Mars an Sn!c0ers, ha8e out2ace those

of =a-ur.s an Nestles locall. mae chocolate !n moern reta!l outlets, accor!ng to to2

reta!lers)

As a result, these com2an!es 6!ll lose the!r 2r!c!ng clout) Im2orte chocolates are not

onl. !n eman -ut also offer -!gger marg!ns as com2are 6!th the locall. mae -rans to

reta!lers) =a-ur. !s alrea. at loggerheas 6!th the 1uture Grou2, the countr.s largest

reta!ler, on the eals an marg!ns !t offers) See!ng the !ncrease !n com2et!t!on, =a-ur. In!a!s also loo0!ng at !ntrouc!ng more so2h!st!cate forms of chocolates from !ts glo-al 2ortfol!o

to -oost consum2t!on an reta!n mar0et share)

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In our stores, the sales of !m2orte chocolates are ou-le the sales of omest!c-rans) The!r sales are gro6!ng at tr!2le !g!ts) Im2orte -rans offer ne6er chocolate

formats to consumers, result!ng !n the!r h!gher eman, sa! Saash!8 Na!0, =*O, 1oo

Baaar, 1uture Grou2) *cho!ng th!s 8!e6, 8!ce2res!ent (mar0et!ng" of S2encers Reta!l

Samar S!ngh She!0ha6at sa!, Sales of !m2orte chocolates has -ecome eual !n 8alue to

that of the omest!c -rans 2ut together) >hereas the !m2orte chocolates sales are gro6!ng

at '&& 2er cent, mae!nIn!a -rans are gro6!ng at aroun %E to ;& 2er cent)

Anan Kr!2alu, manag!ng !rector, =a-ur. In!a, sa!, The com2et!t!on !n thechocolate mar0et has !ncrease s!gn!f!cantl.) In s2!te of th!s, 6e ha8e -een a-le to hol on to

our e 6oul loo0 at !ntrouc!ng ne6er 2roucts to -oost the

consum2t!on of chocolate !n In!a) =hocolates are not consume on a!l. -as!s, so 6e 6oul

loo0 at 2os!t!on!ng them for e8er.a. consum2t!on from -e!ng consume onl. on select

occas!ons)

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C!n+'#si!n34

O8er the last .ear, the =a-ur. =hocolates -ran has mo8e from -e!ng 2erce!8e as

a =hoclates for 4.ounger 2erson5 to cho!ce the!r =hoclates for fun, en3o.ment an lo8e as

6ell as for the 4*ler 2erson5 also 2rofess!onals) Th!s has -een mae 2oss!-le not 3ust -.

ne6 2ac0ag!ng -ut -. a com2letere 2os!t!on!ng strateg. 6h!ch change the !mage of the

-ran an the 2erce2t!on of 6ho can an shoul en3o. !t)

Th!s com2an. 2ro3ect has emonstrate 4=ADBUR#@S =OMPAN# AND

R*SP*=T TO ITS MARK*TING STRAT*G#5 that has 2ro8e to -e e9tens!8e through an

of great -enef!t to the com2an. !n further!ng !ts com2et!t!8e a8antages)

In th!s 2ro3ect !t 2oss!-le to see the success of =a-ur.@s !n !t@s !norse !ts strong

2otent!al to cont!nue to o 6ell)

RECOMMENDATIONS34

X Ma!nta!n om!nance !n chocolate, confect!oner. an mar0et leaersh!2 !n -ro6n

r!n0s)

X Ne6 channels such as g!ft!ng, ch!l connect!8!t. an 8alue for mone. offer!ng to -e

the 0e. gro6th r!8es)

X Gro6 8olume of sales at least %&Q 2)a) o8er the ne9t .ears)

X Ach!e8e the goal of -est manufactur!ng locat!on !n =a-ur. Sch6e22es 6orl for

Da!r. M!l0 an cla!rs)

X One ne6 ma3or 2rouct launch e8er. .ear)

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Bi%'i!,r&5)34

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= -+&*%#r!r'*-+!$-

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Blackbook Project on Marketing Strategy of Cadbury Company

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Transcript of Blackbook Project on Marketing Strategy of Cadbury Company