Consumer behaviour cadbury and nike
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Transcript of Consumer behaviour cadbury and nike
Presented by:- Group 5
Nimisha Prasad (257)Bhawna Gaur (49)Poonam Yadav (29)Shivani Pandey (5)Mayank (39)Siddharth Kumar (18)
23-03-2015
&
Group no 5
Objectives
Understanding consumer behavior
Factors Influencing consumer behavior
Detailed study of buying behavior in case of:
1. Chocolates
2. Shoes
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Consumer Behavior
Consumer behavior is a branch which deals with the
various stages a consumer goes through before
purchasing products or services for his end use.
Consumers purchase products and services as and when
need rises.
Consumer behavior is integral to marketing as
marketing strategies are based on it.
23-03-2015 Group no 5 3
Importance of Consumer Behavior
Understanding the purchase behavior and preferences
of customers.
Successfully market to different market segments.
To improve the performance of the organization.
Provides valuable clues for marketers on new
technological fronts.
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Factors affecting consumer behavior
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Consumer buying behavior Cadbury
Cadbury India ltd.(Mondelez India Food ltd.)
Started in 1948
Part of the Mondelez International group
Ranked 3rd amongst India’s Most Admired
companies by Fortune India in 2013
Headquarter – Mumbai
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Cadbury’s market share
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Major players
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Market share of major players
67%
21%
6% 6%
Cadbury($3727 Bl) Nestle($1168Bl) Ferrero($334Bl) Others($334Bl)
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Marketing Mix of Cadbury
Product Cadbury has a power house lineup of products
Most prevalent types of choclates are
– Fruit & nut
– Caramel
– Roasted almond
Cadbury product can be divided into three parts:
– Core Product:-dairy milk ,5 star,perk
– The Augmented Product:-crackle,fruit & nut,nutties
– The Tertiary Product:-bournville,silk,turblone
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Price
Cadbury is priced in high as well as low variants.
Pricing is based on the type of customer.
Pricing is done in such a way so that it can bear the
brunt of changes.
Cadbury is used for gifting purpose hence sell’s
high volumes even at higher prices.
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Pricing Strategy
weight price
20 gm pack 10
50 gm pack 30
150 gm pack 90
350 gm tin 175
500 gm tin 350
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Place
Cadbury is present in more than 200 countries.
In India it is present strongly in all urban areas.
Easily available in A,B and C category towns.
Weak presence in rural market.
The distribution channel followed by Cadbury:
Company >> C&F agent >> Distributors >> Retailers
>> Consumers.
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Promotion
Tools of promotion
1 Electronic media2 Print media3 Visual display and Hoardings
Promotional Programs
1 Superior marketing
2 Free sampling
3 Advance communication
Cinema
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DO YOU REMEMBER?
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D0 YOU REMEMBER?
PAPPU PASS HO GAYA....23-03-2015 18Group no 5
DOYOU REMEBER?
MANN MEIN LADOO FOOTA...23-03-2015 19Group no 5
DO YOU REMEMBER?
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Buying behavior of Cadbury.Variety
• consumers are willing to choose from a wide range of variety available
Quality
• Parents are more concern with quality as children are major users
Demand
• Mainly demanded during festivals and occasions like birthday etc.
Price
• Any time when a user wants to enjoy it is available in affordable prices.
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Consumer behavior analysis
Sample size: 50
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10
25
10
5
Age wise breakup
5-15 15-25 25-35 35-45
Frequency of consumption
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9
1
5
10
64
2
3
3
2
1
2
2
0
2
4
6
8
10
12
14
16
18
7 days aweek
5 days aweek
3 days aweek
once a week
35-45
25-35
15-25
5-15
Chocolates over sweets on festivals
15
25
4 10
5
10
15
20
25
30
5-15 15-25 25-35 35-45
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Social groups affecting behavior
1510
25
0
5
10
15
20
25
30
reference groups family roles & statuses
Series 1
Series 1
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Brand affecting buying behavior
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45
30
15
10
preference (in %)
cadbury
nestle
amul
others
FACTS
Most affecting factors
• Taste• Price• Brand loyalty
Least affecting factors
• Social groups
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CONSUMER BUYING BEHAVIOUR
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OVERVIEW
Founders: Bill Bowerman, Philip Knight.
Year established: 1964 (as Blue Ribbon Sports).
Headquarter: Beaverton, Oregon, USA.
President/CEO: Mark Parker.
Slogan: Just Do It!
Nike decided to enter India in the mid 1990s.
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Footwear industry in India
• President/CEO
30%70%
Sales
Organised Unorganised
55%30%
15%
Percentage
Men Women Children23-03-2015 Group no 5 30
Nike Inc.
Growth rate of 19%
Market share of INR 340 Cr.
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MAJOR PLAYERS
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Market share of major players
6 11
21
46
16
Market share(in %)
Puma
Nike
Adidas
Reebok
Others
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Marketing mix of Nike
product
1. Extensive range of products
2. Various features, designs & attractive packaging
3. Provides customization of their products
4. Warranties and replacements of their products
5. Packaging with collaboration with other brands
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Marketing mix adopted by Nike
Price
1. Value based pricing
2. Segmented pricing
3. Price skimming technique
4. Higher pricing strategy
5. Discounts during festive seasons
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Marketing mix adopted by Nike
Place
1. Retail stores.
2. Factory outlets
3. Online shopping
4. Contract factories (18 in India, 600 overall)
5. Shared distribution channels
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Marketing mix adopted by Nike
Promotion
1. Endorses various celebrities
2. Endorses various teams
3. Places products in movies & shows
4. “just do it” campaign
5. Advertisement budget of approx. US $ 150 million
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Buying behaviour & decision making analysis
sample size : 75
5025
Gender wise breakup
Male Female
4515
15
Age wise breakup
15-25 25-35 35 and above
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Sample size breakup continued-
52
19
4
Occupation wise breakup
Student Working Retired
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Finding & analysis
Annual spending
3000
11500
6500
0 2000 4000 6000 8000 10000 12000 14000
Retired
Working
Student
Annual…
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Shopping season
618
42
90
5
10
15
20
25
30
35
40
45
Festivals Offers Anytime/need arises Depends on season
No
. of
pe
op
le
occasion
When do they buy?
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Preference while buying
Preference rank
Style
Brand name
Comfort
Price
Durability
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Social factors affecting buying
35
10
55
0
10
20
30
40
50
60
Reference groups Family Roles & stasuses
pe
op
le (
in %
)
Social factors
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Brands affecting buying behaviour
2420
10 10 11
0
5
10
15
20
25
30
Nike Reebok Adidas Puma Woodland
No
. of
pe
op
le
Brand name
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Facts
Most affecting factors
Price
Roles & statuses
Brand name
Least affecting factors
Style
Shopping season
Family influence
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