markering strategy cadbury

8/10/2019 Markering Strategy Cadbury

1/45

PREFACE

Preparing a project of this nature is an arduoustask and I was fortunate enough to get support from

a large number o persons. I wish to express my

deep sense of gratitude to all those who generously

helped in successful completion of this report by

sharing their invaluable time and knowledge.

It is my proud and previledge to express my

deep regards to Respected HOMr. Manish Jain ,

Head of epartment epartment of !usiness

"anagement# GIMS, Sagar for allowing me to

undertake this project.

I feel extremely exhilarated to have completed

this project under the able and inspiring guidance of

she rendered me all possible help me guidance

while reviewing the manuscript in $nalising the

report.

I also extend my deep regards to my teachers #

family members # friends and all those whose

encouragement has infused courage in me to

complete to work successfully.

~ 1~


2/45

YASHENDRA PAL SINGH RAJPUT

B.B.A. IVTH SEM.

ACKNOWLEDGEMENT

Preparing a project of this nature is an arduous task and I

was fortunate enough to get support from a large number o

persons. I wish to express my deep sense of gratitude to allthose who generously helped in successful completion of this

report by sharing their invaluable time and knowledge.

It is my proud and previledge to express my deep regards

to Respected # Head of epartment MR.MANISH JAIN,

epartment of !usiness "anagement #GIMS, SAGAR for

allowing me to undertake this project.

I feel extremely exhilarated to have completed this project

under the able and inspiring guidance of MR. MANISH JAIN

he rendered me all possible help me guidance while reviewing

the manuscript in $nalising the report.

I also extend my deep regards to my teachers # familymembers # friends and all those whose encouragement has

infused courage in me to complete to work successfully.


B.B.A. IV SEM.

~ 2~


3/45

DELCLARATION BY THE CANDIDATE

ate %

I declare that the project report titled " THE PROJECT

REPORT ON MARETING STRATEGIES O! CADBURY " on

"arket &egmentation is nay own work conducted under the

supervision of MR. SUSHMA SHARMA epartment of !usiness

"anagement #GIMS, SAGAR 'o the best of my knowledge the

report does not contain any work # which has been submitted for the

award of any degree # anywhere.


B.B.A. IV SEM.

~ 3~


4/45

CERTIFICATE

'he project report titled "THE PROJECT REPORT ON

MARETING STRATEGIES O! CADBURY " been

prepared by MADHUAR UPADHYAY BBA IVS#s$r #

under the guidance and supervision of MR. MANISH

SHARMA, for the partial ful$llment of the egree of

!.!.(.

Signa$%r &' $h Signa$%r &' $h Signa$%r &' $h

S%(r)is&r Ha* &' $h

D(ar$#n$

E+a#inr

~ 4~


5/45

Preface

Acknowledgement

Declaration of the Candidate

Certicate

TABLE OF CONTENTS

TOPIC TITLE Page No.

1. Introduction of Cadbury

2. i!tory of Cadbury

3. "co#e of the "tudy

4. $e!earch %ethodology

5. %arket "egmentation

. Com#any Com#ari!on

!. Data analy!i! & Inter#retation

". "wot Analy!i! of Cadbury

#. 'inding!

1$ "ugge!tion! & $ecommendation

11 (imitation of the "tudy

12 Conclu!ion

13 )ibliogra#hy

14 *ue!tionnaire!

~ +~


6/45

PRE!ACE

In line with recent trend! toward high,-uality #roduction anddi.er!ication in the te/tile #roce!!ing 0 much eort! i! being

e/erted to im#ro.e the #erformance of mi/ed fabric! of natural

and !ynthetic ber! and to introduce the new #roduct with new

.alue!

hi! technical information #re!ent! a detailed de!cri#tion of the

!tandard working #rocedure ado#ted under normal #ractice for

continuou! dyeing of #olye!tercellulo!e blended fabric!0 a and

!erie! of im#ortant !ugge!tion! o.er the !election of dye !tu

A! continou! dyeing #olye!ter cellulo!ic blended fabric!

in.ol.e! a large .ariety of bre !ub!trate!0 #roce!!ing method!

and recommendable dye !tu!0 in thi! information two #o!!ible

dye !tu! are de!cribed5one i! di!#er!e .at combination and

!econd i! di!#er!e reacti.e combination

)('( &("(HI*(

B.B.A. IIIRD SEM.

~ 6~


7/45

ACNOLEDGEMENT

Preparing a project of this nature is an arduous task and I was

fortunate enough to get support from a large number o persons. I

wish to express my deep sense of gratitude to all those who

generously helped in successful completion of this report by sharing

their invaluable time and knowledge.

It is my proud and previledge to express my deep regards to Respected

HOD Mr. Naveen Gidion, Dr. Anand Tiari ! Dr. ".#.N. #andey

#rincipal Head o$ Department o$ %usiness Management , Govt.

Autonomous Girls PG College of Excellence, Sagar $or alloing me to

underta&e t'is pro(ect.

I feel extremely exhilarated to have completed this project

under the able and inspiring guidance of Mr. Chai$an-a

a%shai-aHe rendered me all possible help me guidance while

reviewing the manuscript in $nalising the report.

I also extend my deep regards to my teachers # family

members # friends and all those whose encouragement has infused

courage in me to complete to work successfully.

)('( &("(HI*(

B.B.A. IIIRD SEM.

~ 7~
http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/


8/45

DELCLARATION BY THE CANDIDATE

ate %

I declare that the project report titled " MARKETING

STRATEGIES ! CA"#$R% " on Market Segmentation is

nay own work conducted under the supervision of Mr. C&aitan'aKaus&a(i'aDepartment of Business Management , Govt. Autonomous

Girls PG College of Excellence, SagarTo the est of my knowledge

the report does not contain any work , which has een sumitted for the

award of any degree , anywhere!

LATA SAMADHIYA

B.B.A. IIRD SEM.

~ 8~
http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/http://www.mpcolleges.nic.in/gdcsagar/


9/45

CERTI!ICATE

'he project report titled " MARETING

STRATEGIES O! CADBURY " been prepared by LATA

SAMADHIYA B.B.A. IIITH SEM# under the guidance and

supervision of Mr. Chai$an-a a%shai-a for the

partial ful$llment of the egree of !.!.(.

Signa$%r &' $h Signa$%r &' $h Signa$%r &' $h

S%(r)is&r Ha* &' $h

D(ar$#n$

E+$rna/ E+a#inr

CONTENTS

TOPIC TITLE PAGE NO.

P$9'AC9

~ :~


10/45


11/45

In this research I have survey the product performance and uying

ehaviour of two famous rands of chocolates #adury , which are consumed

y people of all ages! During this research I have interacted with people of

$Sagar%! &fter this research I came to know how people perceives these

products on the variales like price, 'uality, advertisement, satisfaction, taste,

packaging, rand loyalty etc! I also came to know which particular rand of

chocolate is most preferred y people of different age groups! In this research I

have surveyed that how fre'uently and how much chocolate they consume,

whether they uy small, ig or family pack! Trend of ongoing changes in their

likings has een shown in the report! In this report I have tried to e(plain the

entire research and facts product wise!

HISTORY

~ 11~


12/45

)ith the entry of multinationals and home companies sprucing up their

act, the confectionery market is ooming! Mc*insey + #o! has estimated the

confectionery industry to touch a whopping s! - .// crore y the year 0//1!Till the eighties, the chocolate market was small and the product category itself

was fu22y! In the eighties, #adury3s 4 the virtual monopolist had decided to

focus its efforts on making chocolates a distinct category with an identity of its

own! &nd the marketer had sharply positioned its product at children to do that!

5ence, chocolates ore an $6nly for kids% tag, and kept adults at ay! By the

end of the eighties, #adury3s still ruled the roost with over 1/ percent market

share! &nd though several rands 4 like &mul and #ampco 4 tried to reak into

the market, none of them had succeeded in shaking the leader3s grip! In fact,

#adury3s had ecome a rand virtually generic to chocolates! Then chocolates

were used to reward and reinforce positive ehaviour and hence were

categorised as a lu(ury reserved for special occasions! This was, a stark contrast

to the west where chocolates were snacked on, eaten as mini meals or just to

suppress pangs of hunger! But constant working y players like #adury3s 7re4

launch of #adury3s Dairy Milk targeting adults and as a casual any4time uy8

and #adury towards e(ploding the myth that chocolates are meant for children

only, has resulted in the segment ooming!

Trends in the Industry

9 )ith socio4economic changes rapidly taking place, the young and not so

young population will lead a new life style and chocolate eating is definitely

going to e widespread and acceptale!

9 In the industry, oth population and family incomes as well as uranisation are

on the increase!

9 There has een a significant growth in the middle class, with .!1 million

people having upgraded to the 'uoted middle class!

~ 12~


13/45

9 There is 'uantified data on :M#; usage having increased 71

figures8 Thanks to the aove reasons the growth in the chocolate market is

estimated to e at 00? in 0//@! But marketers in the industry are looking

forward to a much higher growth rate, as India3s per capita consumption ofchocolates is only @. ;ms! =ersus - *g in the west!

The Indian Chocolate market can be sliced into four arts!

@! !oulded Chocolate Sement # comprising sla chocolates like Dairy milk

chocolates, etc! These are made y pouring the ingredients into moulds!

0! Countline Sement # comprising ars like . star, Bar 6ne, Aerk, *it *at, etc!

These have ingredients other then chocolate and are usually Bar shaped, making

for chunky ites!

! Choco#$anned Sement # comprising chocolate forms like

Butterscotch,


14/45

&s learning is a human activity and is as natural, as reathing! Despite of

the fact that learning is all pervasive in our lives, psychologists do not agree on

how learning takes place! 5ow individuals learn is a matter of interest to

marketers! They want to teach consumers in their roles as their roles as consumers!

They want consumers to learn aout their products, product attriutes,

potential consumers enefit, how to use, maintain or even dispose of the

product and new ways of ehaving that will satisfy not only the

consumer3s needs, ut the marketer3s ojectives!

The scope of my study restricts itself to the analysis of consumerpreferences, perception and consumption of #adury and #adury

#hocolates!

There are many other rands of chocolates availale ut my study is

limited to two major players of chocolates leaving ehind the others! The

scope of my study is also restricts itself to Sagar region only!

~ 14~


15/45

O'(%CTI)%S O& TH% STUDY

To know the feedack of customers regarding the services which are eing

provided y the company!

0! To understand the importance of client relationship!

To understand customer satisfaction regarding the products offered y the company!

To find out the prolems faced y customer!

To know the &dvertising Strategies towards the after sales service offers y #adury

This project is ased on the comparative study consumer ehavior towards

#adury and #adury chocolates! 6jectives of the study areE

to make lots of chocolate

improve the quality of their chocolate

get the word out about the business going fairtrade

the important aims are:

To Survive in the market.

Have loads of stores worldwide

to be an ongoing company.

~ 1+~


16/45

*I!IT+TIONS O& TH% STUDY

he marketing re!earcher ha! to face certain diFcultie! while

he carrie! out the re!earch work e know! the limitation

beforehand0 uncontrollable and other! are controllable "ome

im#ortant limitation!0 which are faced by re!earcher! a! follow!G

1.1 Sa&'(e )*+eG Due to .a!t area the con!umer! !am#le

!iHe re!tricted to 1EE only

1.2 L*&*,a,*o- o /e)'o-)eG he re!#on!e gi.en to the

re!earcher! were not alway! accurate !ince !ati!faction i!

-ualitati.e indicator the re!#ondent! regarding their

under!tanding of !ati!faction

1.3 L*&*,a,*o- o 0*a)?enerally re!#ondent! are ba!ed to

the -ue!tion rai!ed0 thu! the re!ult of re!earch will ha.e

error and the .ery #ur#o!e of marketing re!earch i! lo!t

herefore took utmo!t care while dealing with re!#ondent!

~ 16~


17/45

1.4 L*&*,a,*o- o &a- 0ea*o/G %arketing re!earche!

!tudie! the beha.ior who are rational Bery often0 they do

not e/#re!! their feeling correctly what they think In !uch

ca!e! their habitual0 #ractice0 #reference! cannot bea!!e!!ed correctly

.

RESEARCH METHODOLOGY

$e!earch %ethodology i! a !y!tematic method of di!co.ering

new fact! or .erifying old fact!0 their !e-uence0 inter,

relation!hi#0 ca!ual e/#lanation and the natural law! which

go.ern! them In it we !tudy the .ariou! !te#! that are

generally ado#ted by a re!earcher in the !tudying hi! re!earch

#roblem along with the logic behind them

Dierent !tage! in.ol.ed in re!earch con!i!t! of enacting the

#roblem0 formulating a hy#othe!i!0 collecting the fact! or data0

analyHing the fact! and reaching certain conclu!ion either in

the form of !olution toward! the concerned #roblem or in

generaliHation for !ome theoretical formulation

T'e o Sa&'(e De)*g- udgment "am#ling

~ 17~


18/45

Sa&'(e S*+eG 1EE Percent $e!#ondent of Peo#le

I- Re)ea/6 Me,o7o(og &a*-( Da,a '(a) a-

*&'o/,a-, /o(e.

Te Da,a *) 7**7e7 *- ,8o 'a/,)

a Primary Data

b "econdary Data

P/*&a/ Da,ai! the data0 which i! collected directly by direct

#er!onal inter.iew0

Inter.iew0 indirect oral in.e!tigation0 Information recei.ed

through local agent!0 Drafting a !chedule0 drafting a

-ue!tionnaire

Se6o-7a/ Da,ai! the data0 which i! collected fromG

=arious ooks!

Maga2ine and material!

Internet

he data which i! !tored in the organiHation and #ro.ide by the

$ #eo#le are al!o !econdary data he .ariou! information i!

taken out regarding that !ubJect a! well other !ubJect from

.ariou! !ource! and !tored he la!t year! data !tored can al!o

be !econdary data hi! data i! ke#t for the internal u!e of the

organiHation

he $ manual i! for the internal u!e of the organiHation they

are !econdary data which hel# #eo#le to gain information In

thi! re#ort the data #lay! a .ery crucial role 'or thi! re#ort the

~ 18~


19/45

data wa! #ro.ided to me by $ de#artment and other

de#artmental head in the organiHation

R%S%+RCH !%THODO*O,Y

&s mentioned earlier, the ojective of the study is to formulate aMarketing Strategy for any new entrant in the Indian #hocolate Industry! )hilerecommending the said strategy detailed information from oth primary andsecondary sources was collected and analysed! This includedE

$rimary Sources

:our level primary information collections were undertaken!@! To analyse uying ehaviour and in order to gain an insight into the uyerneed4satisfaction level, a 'uestionnaire was formulated and administered among1/ people! The profile of the respondents was as followsE@! #onsumers of chocolates @0 years F in S&;&! This wassinceG chocolate consumption was witnessed amongst all agegroups!0! & distriutor was also interviewed so as to get pertinent informationregarding the most important HA3 of :M#; marketing Alace!! (tensive interviews were conducted with retailers in the S&;& area!

These included pan shops, grocery shops, akeries,departmental stores, etc! They provided information on various facts ofchocolate distriution such as Aoint4of purchase material 7dispensers etc!8,infrastructure prolems, critical informational regarding the policies of the

present players in the market, etc!

Secondary Sources

& numer of secondary sources of information were used! These wereE9

InformationE Industry statistics, prolems facing the industry, future outlook,etc! &lso measures eing adopted for cocoa production development!9 Internet wesites 6f #adury3s, and indiainfoline!com, askjeeves!com9 (tensive use of secondary information in the form of maga2inesCjournalsCnewspapers clippings, such as Business )orld, BusinessToday, Business India, &+M, Brand 'uity, conomic Times, etc!

The methodoloy adoted -as as follo-s.

~ 1:~


20/45

Industry Scenario Sketch 7utili2ing secondary information8 (tensive Interviews held with ArimaryCSecondary Sources

7#ompaniesC#hocolate manufacturers &ssociation8! (tensive retailer interviews in S&;& &rea

:ormulation and administration of a 'uestionnaire :ormulation of the ecommended Strategy on the asis of the aovementioned Arimary and Secondary Information!

O'(%CTI)%S O& TH% STUDY.

@! To get familiar with their marketing strategies separately!0! To view the segments eing targeted y these rands in the market!! Jp to what e(tent do the pulic respond to their productsK

! To prepare a marketin lan for any brand that is lannin toenter the India Chocolate !arket/.! To e a relevant guide for any rand launch in India!

~ 2E~


21/45

!+R0%T STR+T%,I%S !+R0%T S%,!%NT+TION

The 1ery -ord makes your mouth -ater/

Chocolate is more than 2ust a food. it3s a state of mind/

Chocolates

#hocolatesL #hocolatesLvery ody has a liking for them, e they in the form of ar

6r a tiny little gem,6r shaped like a rectangle,

6r a sphere, a rick or an clair!:or chocolate lovers it is fun,

To have them during rain, ree2e or sun!They are white and rown in color,

&nd taste sweet and itterSome have them in a glass of cold coffee, or in the form of a toffee!

Some eat them when they are sadSome relish them when they are happy or have sweet dreams,

But I feel, to have chocolates)e don3t need a reason,H#ause we can have it

&nytime, any seasonL

~ 21~


22/45

chocolate.The origin of chocolate can e traced ack to the ancient Maya and &2tec civili2ations in#entral &merica, who first enjoyed $chocolati% a much4pri2ed spicy drink made fromroasted cocoa eans!Throughout its history, whether as cocoa or drinking chocolate everage or confectionarytreat, chocolate has een a much sought after food!The +4tec emire$#hocolate%7in the form of a lu(ury drink8 was consumed in large 'uantities y thea2tecsE the drink was descried as $ finely ground, soft, foamy, reddish, itter with chilliwater, aromatic flowers, vanilla and wild ee honey!

The dry climate meant the &2tecs were unale to grow cocoa trees, and had to otainsupplies of cocoa eans from $ triute% or tradeDon CortesThe Spanish invaded Me(ico in the @- th century, y this time the &2tecs had created a

powerful empire, and the Spanish armies con'uered Me(ico! Don #ortes was madecaptain general and governor of Me(ico!)hen he returned to Spain [email protected] he loaded his galleons with cocoa eans ande'uipment for making the chocolate drink! Soon $chocolate% ecame a fashionale drinkenjoyed y the rich in Spain!Chocolate across %uroe&n Italian traveler, :rancesco carletti, was the first to reak the Spanish monopoly! 5e

had visited #entral &merica and seen how the Indians prepared the cocoa eans and howthey made the drink, and y @-/- chocolate was well estalished in Italy!

History of chocolate.The origin of chocolate can e traced ack to the ancient Maya and &2tec civili2ations in#entral &merica, who first enjoyed $chocolati% a much4pri2ed spicy drink made fromroasted cocoa eans!Throughout its history, whether as cocoa or drinking chocolate everage or confectionarytreat, chocolate has een a much sought after food!The +4tec emire$#hocolate%7in the form of a lu(ury drink8 was consumed in large 'uantities y the

a2tecsE the drink was descried as $ finely ground, soft, foamy, reddish, itter with chilliwater, aromatic flowers, vanilla and wild ee honey!The dry climate meant the &2tecs were unale to grow cocoa trees, and had to otainsupplies of cocoa eans from $ triute% or tradeDon CortesThe Spanish invaded Me(ico in the @- th century, y this time the &2tecs had created a

powerful empire, and the Spanish armies con'uered Me(ico! Don #ortes was madecaptain general and governor of Me(ico!)hen he returned to Spain [email protected] he loaded his galleons with cocoa eans ande'uipment for making the chocolate drink! Soon $chocolate% ecame a fashionale drinkenjoyed y the rich in Spain!Chocolate across %uroe&n Italian traveler, :rancesco carletti, was the first to reak the Spanish monopoly! 5e

~ 22~


23/45

had visited #entral &merica and seen how the Indians prepared the cocoa eans and howthey made the drink, and y @-/- chocolate was well estalished in Italy!

Drinkin chocolate

The secret of chocolate was taken to :rance in @-@., when &nne, daughter of Ahillip 0 ofSpain married king Nouis @ of :ranceThe :rench court enthusiastically adopted this new e(otic drink, which was consideredto have medicinal enefits as well as eing a nourishing food! ;radually the custom ofdrinking chocolate spread across urope, reaching ngland in the @-./3s&irst chocolate for eatinJp until this point all chocolate recipes were ased on plain chocolate! It was an nglishdoctor, sir 5ans3s sloane, who4 after traveling in south &merica4 focused on cocoa andfood values, ringing a milk chocolate recipe ack to ngland!The original #adury milk chocolate was prepared to his recipe!

History.The earliest record of chocolate was over fifteen hundred years ago in the central&merica rain forests, where the tropical mi( of high rain fall comined with high yearround temperatures and humidity provide the ideal climate for cultivation of the plantfrom which chocolate is derived, the cacao tree!$ #hocolate is made from the cocoa ean, found in pods growing from the trunk andlower ranches of the cacao tree, Natin name $ theoroma cacao% meaning $ food of thegods%#acao was corrupted into the more familiar $ cocoa% y the early uropean e(plorers!The Maya rewed a spicy, ittersweet drink y roasting and pounding the seeds of thecacao tree with mai2e and capsicum peppers and letting the mi(ture ferment! This drink

was reserved for use in ceremonies as well as for drinking y the wealthy and religiouseliteG they also ate cacao porridge!The &2tecs, like the Mayans, also enjoyed cacao as a everage fermented from the raw

eans, which again featured prominently in ritual and as a lu(ury availale only to thevery wealthy! The &2tecs called this drink (ocolatl, the Spanish con'uistadors found thisalmost impossile to pronounce and so corrupted it to the easier $ chocolat% the nglishfurther changed this to chocolate!The &2tec3s regarded chocolate as an aphrodisiac and their emperor, Monte2umareputedly drank it fifty times a day from a golden golet and is 'uoted as saying of(ocolatlE $ the divine drink, which uilds up resistance and fights fatigue! & cup of this

precious drink permits a man to walk for a whole day without food%

Chocolate in %uroeOocolatlL or chocolat or chocolate as it ecame known, was rought to urope y#orte2, y this time the con'uistadors had learned to make the drink more palatale touropean tastes y mi(ing the ground roasted eans with sugar and vanilla 7 a practicestill continued today8, thus offsetting the spicy itterness of the rew the &2tec3s drank!The first chocolate factories opened in Spain, where the dried fermented eans rought

ack from the new world y the Spanish treasure fleets were roasted and ground, and ythe early @Pth century chocolate powder from which the uropean version of the drinkwas made4 was eing e(ported to other parts of urope! The Spanish kept the source ofthe drink4 the eans4 a secret for many years, so successfully in fact, that when nglish

uccaneers oarded what they thought was a Spanish $ treasurer galleon% in @.P>, only tofind it loaded with what appeared to e $ dried sheep3s droppings, they urned the wholeship in frustration! If only they had known, chocolate was so e(pensive at that time, that

~ 23~


24/45

it was worth it3s weight in silver 7 if not gold8, chocolate was treasure indeed L)ithin a few years, the cocoa everage made from the powder produced in Spain had

ecome popular throughout urope, in the Spanish


25/45

$RODUCT !I6 CO!$+NY CO!$+RISON

#adury3 India is a susidiary of #adury3 S!&! of Swit2erland! The companyinsists on honesty, integrity and fairness in all aspects of its usiness ande(pects the same in its relationships!

Cadbury India# $resence +cross India

Beginning with its first investment in Moga in @>-@, -P, > and in @>>. and @>>P,


26/45

operates in!


27/45


28/45

C+D'URY '+R#ON%

is a luscious nougat and caramel with delicious choco layer! P y adding milkpowder Rohn paste to the dark chocolate recipe of cocoa mass, cocoa utter andsugar! By todayUs standards this chocolate was not particularly goodE it wascoarse and dry and not sweet or milky enough for pulic tastes! There was agreat deal of competition from continental manufacturers, not only the:rench,ut also the Swiss, renowned for their milk chocolate! Ned y ;eorge#adury Runior, the Bournville e(perts set out to meet the challenge! &considerale amount of time and money was spent on research and on new plant

designed to produce the chocolate in larger 'uantities! & recipe was formulatedincorporating fresh milk, and production processes were developed to produce amilk chocolate Unot merely as good as, ut etter thanU the imported milkchocolateU!

~ 28~


29/45

:our years of hard work were invested in the project and in @>/. whatwas to e #aduryUs top selling rand was launched! Three names wereconsideredE Rersey, 5ighland Milk and Dairy Maid! Dairy Maid ecame DairyMilk, and #aduryUs Dairy Milk, with its uni'ue flavour and smooth creamyte(ture, was ready to challenge the Swiss domination of the milk chocolate

market!By @>@ Dairy Milk had ecome the companyUs est selling line and inthe mid twenties #aduryUs Dairy Milk gained its status as the rand leader, aposition it has held ever since!

8 ST+R

the second largest after #adury Dairy Milk with a market share of @?,#adury . Star moves from strength to strength every year y increasing its

user ase! Naunched in @>-> as a ar of chocolate that was hard outside withsoft caramel nougat inside, #adury . Star has re4invented itself over the yearsto keep satisfying the consumers taste for a high 'uality + different chocolateeating e(perience! 6ne of the key properties that #adury . Star was associatedwith was its classic ;old colour! &nd through the passage of time, this was one

property that oth, the rand and the consumer stuck to as a valualeassociation! More recently, to give consumers another reason to come into the#adury . Star fold, #adury . Star #runchy was launched! The same delicious#adury . Star was now availale with a dash of rice crispies!

$%R0

~ 2:~


30/45

#adury launched Aerk in @>>-! )ith its light chocolate and wafer construct,#adury Aerk targeted the casual snacking space that was dominated primarily

y chips + wafers! )ith the rise of more value4for4money rands in the waferchocolate segment, #adury Aerk unveiled two new offerings 4 Aerk ON and

OON! In 0//, with an added dose of Ueal #adury Dairy MilkU and anUimproved waferU, Aerk ecame even more irresistile!

C%*%'R+TIONS

#adury #elerations was aimed at replacing traditional gifting options likeMithai and dry4 fruits during festive seasons! #adury #elerations is availalein several assortmentsE &n assortment of chocolates like . Star, Aerk, ;ems,Dairy Milk and


31/45

T%!$T+TION

#adury Temptations is a range of delicious premium chocolate in fiveflavours variants 4 oast &lmond #offee, 5oney &pricot, Mint #runch, Black:orest and 6ld Ramaica!

&+CTORS IN&*U%NCIN, $RICIN, O& C+D'URY

Internal !actors

9 #orporate and marketing ojectives of the firm!9 The image sought y the firm through pricing!9 The characteristics of the product!9 Arice elasticity of demand of the product!9 The stage of the product on the product life cycle!

9 Jse pattern and turn around rate of the product!9 #ost of manufacturing and marketing!9 (tent of distinctiveness of the product and e(tent of production differentiation

practiced y the firm!9 6ther elements of the marketing mi( of the firm and their interaction with

pricing!9 #omposition of the product line of the firm!

External !actors

9 Market characteristics!

9 Buyer3s ehavior in respect of the given product!9 Bargaining power of major customers!9 #ompetitors pricing policy!9 ;overnment controls regulations on pricing!9 6ther relevant legal aspects!9 Societal 7or social8 considerations!9 Jnderstanding, if any reached with price cartels!Ca)*ur' o*+ective of ricing

9 Arofit ma(imi2ation in the short4term!

9 Arofit optimi2ation in the long4term!9 & minimum return 7or target return8 on investment!

~ 31~


32/45

9 & minimum return on sales turnover!9 Targets sales volume!9 Target market share!9 Deeper penetration of the market!9 ntering new markets!9 Target profit on the entire product line irrespective of profit level in individual

products!9 *eeping competition out, or keeping it under check!9 :ast turn around and early cash recovery!9 Staili2ing prices and margins in the market!

fiure.9

~ 32~


33/45

D+T+ +N+*YSIS 7 INT%R$R%T+TION

#hocolate is a product which is like y the all age group of people! &ccording tothe survey 1? of people says yes they eat chocolate and @P? say no they arenot eating chocolate! May e the reason ehind that is they are not eatingchocolate on daily or weakly asis or may e they are eating any other rand ofchocolate!

~ 33~


34/45

fiure.:

+nalysis 7 Interretation.

There are many rands availale in the market! But the market leaders in Indiaare asically two rands like #adury + #adury! &ccording to survey -? of

the market is captured y the #adury and only -? of the market is coveredy the #adury! To capture the market the company should do more advertisingand sales distriution! &nd also should maintain 'uality of the product compareto the competitors!

~ 34~


35/45

fiure.;

fiure.

markering strategy cadbury

Documents