Strategic New Product Launch

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Sruthi NairMarketing Head

4Ps of Marketing

Product

Cadbury Lite - it’s a Delite

Sugar Free Chocolate

Include chocolate in your zero size

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PriceWeight Price

25gms Rs. 40

50grm Rs. 60

100grm Rs. 90

200gms Rs. 180

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Place

Pharmacies

Health Stores

Retail Outlets

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Promotion

2 Sets of Promotional AdvertisementFocusing Diabetic ChildrenOld age members with Diabetic issues

Ads involving no celebrities, but with high Emotional Content.

Health Magazines

Pubic Billboards and Hoardings.

Advertise in Hospitals 3/15/2015 5Sruthi Nair

Segmentation

Demographic Basis

Age & Life Cycle

• Diabetic Children of any age

• Adults with Diabetic Issues

• Health Conscious consumers

Gender

• Cadbury Lite is meant for all genders

Income

• It is very reasonable and affordable

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• People can give Cadbury Lite as gifts on many occasions .Gifts

• To create an atmosphere of having chocolate when they wish.User Status

Behavioral Basis

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Geographic Basis

Phase 3:

Phase 1:

Major Cities

• Bangalore, Calcutta, Delhi, Mumbai

Phase 2:Other Metropolitan cities.• Chandigarh, Chennai, Hyderabad, Jaipur, Surat.

If Phases 1 and 2 go successfully, we would go for deeper presentation into towns and rural areas.

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Targeting

Concentrated

FOCUS : According to the 2013 report of the American Diabetic Association, India is the worlds fastest growing Diabetic nation with every 7th person being a diabetic.

APPEAL : India 1st Sugar free commercial chocolate.

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Positioning

Sugar free & Calorie free Chocolate

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Consumer Behavior

WHAT : Sugar free chocolateWHY: Diabetics, Growing concern for health, economic and reasonableWHO: All diabetic consumers, Health freaksHOW: Retail priceWHEN: Multiple purchases based on desireWHERE: Retail outlets, Pharmacies, Health Stores

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SWOT Analysis

Strengths

Strong Brand AwarenessEffective AD campaignsEconomic and reasonable pricingCadbury has huge command over its distribution network spanning across India.

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Weakness

The pre-conceived mindset that chocolate is not good for health.

Any setback of raw materials to the confectionary industry.

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Opportunity

To venture into Liquor chocolates.Open Chocolate Boutiques across the country.Get into the ice cream portfolio.

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Threats

Competition from other international brands like Nestle, Lindt & Sprüngli, Mars Incorporated, Ferrero SPA and Indian brands like Amul.

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Thank you