GROUP MEMBERS:
ANUBHAV LAL 13007
HETANSHI DESAI 13030
HIMANI CHOWHAN 13031
ISHA AGGARWAL 13033
PALAK AGRAWAL 13047
SAYALEE DEORE 13061
CONTENTS Introduction Company’s Profile Market Analysis Marketing mix STP Consumer behaviour (6 O’s) MNC Model Conclusion
INTRODUCTION
Company’s Profile
Founder: John Cadbury
Location: Birmingham, Uk.
Year: 1824
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY
WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in India
CADBURY IN INDIA
CADBURY IN INDIA
Consumption
Dairy milk (56%)5 Star (18%)Gems (8%)Perk (6%)Bournville (4%)Dairy milk silk (4%)Temptations (2%)Celebrations (2%)
Market Analysis
Cadbury Chocolate preferred the most
Our Mission
• Cadbury’s Temptation will be premium chocolate brand aimed for high value consumption.
“To provide our customers with a tempting and
exquisite taste”
T E M P TAT I O N S
Marketin
g Mix
Product
Promot-ion
Price
Place
PRODUCT
T E M P TAT I O N S
Parent Company Cadbury
Category Chocolates
Sector Food Products
Tagline/ Slogan Too Good to share
USP
4 delicious flavour variants - Raisin Apricot, Almond Treat, Cashew Appeal, Rum and Raisins.Jelly chocolate – blueberry, cranberry.
T E M P TAT I O N S
Introduction Growth Maturity Decline
TIME
SA
LE
SPRODUCT LIFECYCLE
More emphasis on Advertisement & Promotion.Maximum Innovation in the product.
PRICE• Price mentioned are same all over India.• Competitive pricing.• Due to price hike in raw material and labour cost company had
not increased the cost of product but reduced the weight of product.
Temptation bar (72 gms) – 65/-
Temptation lollipop – 15/-
Jelly temptation – 80/-
T E M P TAT I O N S
PLACE
Cadbury Temptations will be produced at the chocolate factory
MANUFACTURING UNITS AT:
T E M P TAT I O N S
Thane
Induri (Pune)
Malanpur(Gwalior)
Baddi (Himanchal
Pradesh)
Bangalore
Distribution StrategyT E M P TAT I O N S
Factory
Wholeseller
Retailer
Customers
PROMOTION T E M P TAT I O N S
Brand Ambassadors
OffersValue Packs
ADVERTISING SALES PROMOTION
Promotion Through Brand Ambassador
T E M P TAT I O N S
Use of Emotional Appeals in Advertising
For the Irresistible.... Campaign
T E M P TAT I O N S
Get your experience carved on the pack of your favourite temptation to let others know
about your sweet memories
PT
S
Demographic Bases
`Age & Life Cycle
• Buyers come under the age group from 4yrs and above
Gender
• Temptation is meant for male as well as female
Income
• It is very reasonable and affordable
• Can be consumed by all income groups.
T E M P TAT I O N S
MARKET SEGMENTATION
Behavioural Bases
Occasions• Will change the concept of consuming
chocolates from occasionally to casually.
• Diwali, Rakhsha Bandhan etc.
Gifts • People now give Dairy Milk as gifts on many occasions .
User Status • Establishing a status.• It will become a part of lifestyle.
T E M P TAT I O N S
TARGETING T E M P TAT I O N S
All age groups Lower, middle and upper class people
Its journey from "meant for kids” to “meant for everyone”
Prime customers – lovers…and people who believe in celebrating each day with sweet memories
A chocolate which is too good to
share
Boy GirlMother ChildDad MomFriend Friend
Symbol of love and care
Chocolate for people in love
POSITIONING
Consumer Behaviour
6 O’s
What does the market buy?...
Object of Purchase
Why does it buy?...
Objectives of Purchase
PHYSICALPhysiological
• Want• Hunger• Temptation• To relish
SOCIALEsteem and Status
• Reputation• Prestige• Desire
Who buys?...Organization ofPurchasing
Low cost New concept
Brand Quantity
How does it buy?...Operations of Purchasing Organizations
When does it buy?...
Occasions of Purchase
SPECIAL DAYS
T E M P TAT I O N S
Every Day can be a Special Day !
Value of the Product
Emotional benefits
Cost of the Product
Attachment ,HappinessCare, Love, Enhances Relations etc
Price you pay for a Temptation>
T E M P TAT I O N S
Where does it buy?
Outlets of purchase
MNC Model
Invest and Grow
Selectively Grow
Harvest Maintain
H
L
H L
Mar
ket
Att
ract
iven
ess
Co’s Performance
T E M P TAT I O N S
CONCLUSION
We have been trying to get out of image of "Just another chocolate” and have tried to position as for all and not only for kids. We would be successful in doing so and customers would believe that TEMPTATIONS is not only a chocolate but means of celebrations on all occasions