understanding marketing mix of chocolate industry
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7
CHOCOLATES
Presented by:
Group:1
NISHANT VARSHNEY -13
NISHANT KUMAR-22
HARSHITA JAIN-30
ANNA JAIN-51
MEGHA SINGH-53
HEENA VYAS-57
AAKASH MINOCHA-60
Brand Character
Cadbury encapsulates an enormous breath of emotions, from shared values such as family
togetherness (fun, wholesome, reliable), to the personal values of
individual enjoyment. It stands for goodness.
Nestle encapsulate broadly on the richness and energy giving
properties, combined with
emotions, with a tint of fun.
Highlights of Media Mix
Chocolate advertising on Print saw a colossal growth of 134% in Jan-Nov ’08 over Jan-Nov ’07.
Maximum advertising of Chocolates during the 4th quarter of 2005, 2006, 2007 and 2008.
26% of Chocolate advertising on Magazines during Jan-Nov '08.
High advertising on General Interest Newspapers and Women based Magazines.
Cadbury India Ltd. took the lead under Chocolate category.
Zone wise split for Chocolate Advertising During Jan-Nov '08
17%
8%
23%8%
44%
National North South East West
Genre Preference for Chocolate Advertising (Magazines)
23%
10%
26%
22%
6%
7% 5%
General Interest YouthWomen EntertainmentHealth & Fitness News/ Current AffairsOthers
Top Chocolate Brand advertised across the MEDIA MIX
Rank Top New Brand1 Cadbury Bourneville
2 Cadbury Dairy Milk
3 Nestle Kit Kat
4 Cadbury Perk
5 Cadbury Celebration Pack
Media Mix
60%13%
5%
5%
4%
4%3%
3% 3%
OtherCartoon NetworkMaxMtvStar PlusDiscoveryChannel vZee CinemaZee
These Eight channels account for 40 per cent of chocolate advertising.
Cadbury India Ltd has the highest Share
Advertiser %shareCadbury India Ltd. 54
Nestle India Ltd. 37
International Marketing Network 5
Mangalam Confectionary Pvt. Ltd. 2
Patchi 1
Others (Perry & Parle) 1
Perception in early 1990’s
Chocolate are meant for kids only
Seen as an indulgence product
Negative associations
Too much was bad
Bad for health
“KYA SWAAD HAI JINDGI MEIN” one of the most famous ad by Cadbury was successful in changing
this perception
7s
Cadbury’s Dairy Milk ad replaces Pappu with Radha to avoid viewer fatigue. To encourage consumer involvement, the
company also launched online “webisodes” on Miss Palampur
7
Over 100 colleagues from Cadbury India participating in Marathon to raise money for underprivileged children and raise terrorist
thumped Mumbai spirit.
Kit Kat Break banta hai……
The brand has gone back to its famous tagline “Have a break, Have
a Kit Kat” in the form of “Kit Kat Break Banta Hai”
Shift in the IMC strategy from showcasing a light snack to Kit Kat
Chocolaty
Its famous tag line “Have a break Have a Kit Kat”: made it the leader in the category of wafer chocolate
ahead of the Perk.
Nestle approach towards Corporate social responsibilities•Providing safe drinking water•Education and training
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