Marketing Project

Submitted To : Prof. Smita Sharma

By: Group 4

Flow of Presentation

• Introduction

• Consumer Insights (Survey Results)

• S T P

• 4 P’s of Marketing Mix

• SWOT analysis

Introduction

• Cadbury is a confectionery company owned by Kraft Foods, which is the second largest company globally in this industry.

• It started off as a one man business, in early 1800s by John Cadbury, who began selling tea, coffee and drinking chocolate and later moved into the production of a variety of cocoa and drinking chocolates, predominantly to wealthy people.

• Today Cadbury has become the world’s largest chocolate producers. 

• It operates in more than 50 countries worldwide and produces a variety of items in chocolate & confectionary and beverages product line.

Now, we’ll have a look at the product mix of the company

Bakery & Confectionary Beverages

Dairy Milk Bournvita

Perk Drinking Chocolate

Nutties Cocoa

Fruit and Nut

Eclairs

Bournville

Temptation

Oreo biscuits

Silk

Gems

5 Star

Continued…

• Its latest products in India: Oreo biscuits, and new variants in

5 Star and éclairs.

• In promotional tools it uses advertisements extensively to

promote its products.

• It has come out with some memorable ad-campaigns which

have settled in the hearts of everyone. Such as – “shubh

aarambh”, “meetha hai khaana, aaj pehli tareek hai”, “kuch

meetha ho jaye”.

Continued…

Our new product on the basis of our research of the company:

i. Cadbury kiosks in the city.

ii. It will provide confectionary items such as Cadbury cakes, chocolate

sandwiches, cupcakes, Oreo shakes, donuts.

iii. Instead of selling its items through shopkeepers like it has been doing

for the past many years, it’ll now have its own little shops around the

city.

iv. It’ll provide an ambience, variety of items and convenience to its

customers which was earlier missing.

Consumer Survey

1. How often do you go out to have deserts?

2. Whenever you go out for buying these products, your purchase decision is planned/unplanned?

3. What impact do variety/range of products, would have on your final buying decision?

4. What mode of delivery would you prefer?

5. How would you like to make an order?

6. Do you ever have a bad experience with Bake Shop/Ice Cream Parlor/ Pizza Shop? If Yes, Please Explain .

7. What improvement do you want to see in your Bake Shop/Ice Cream Parlor/Pizza Shop?

Survey Result

42.31%

11.54%

19.23%

11.54%

15.38%

Consumption Pattern of the Consumer

Once a WeekTwice a WeekOnce a MonthTwice a MonthOccassionally

Cont..

19.23%

80.77%

Impulse Buying Behavior

Planned

Unplanned

Cont..

7.69%

26.92%

57.69%

7.69%

Impact of Variety/Range on Final Purchase

Least ImpLess ImpNeutralImpMost Imp

Cont..

19.23%

80.77%

Mode of Delivery

Home DeliveryOver the Counter

Cont..

27%

12%62%

Preferred Ways to Make an order

OnlineOver the TelephoneOver the Counter

Cont..

• Quick Service• Fresh Products• Good Taste• Quality with Hygiene at reasonable prices• 24 x 7 Delivery• Gift Delivery • Seating Arrangements

STP based on Survey

• Segmentation

• Targeting

• Positioning

Segmentation

• Income Group

• Impulse Segment

• Lifestyle

• Gift Segment

Targeting• We will be targeting Middle and High Income Group.

• Impulse Segment- People who want to enjoy desserts during a visit to market or mall.

• The targeted market segment would be from teenagers to adults and from college goers to white collars.

• We will also be targeting people who want to gift desserts to their loved ones on special occasions.

Positioning

• Enjoy those small achievements of life with desserts from Cadbury.

• Special occasions like festivals, anniversaries etc.

• Spontaneous, carefree and real movements.

4 P’s of Marketing Mix

• Product

• Price

• Place

• Promotion

Product

A product is seen as an item that satisfies what a consumer needs or wants. It is a tangible good or an intangible service.

Products available here are-

• DOUNUTS • SUNDAE DELIGHT• CHOCO-LATTAE SHAKES • CARAMEL KISS• OREO MUFFINS• CHOCOLATE SANDWICH

Price

• The price of the products will be based on the Market oriented price strategy . We shall price our products based on our market research compiled from the target market.

• The price shall be competitive and on the lines of CCD. Barista, Dunkin Donut etc.

• Cost of setting up of kiosks will be low and the people employed will be responsible for all the activities like preparing the items, billing, taking orders and also housekeeping. Thus the overall cost of setting the business will be low.

Place

• Since this will be a first of its kind service the initial kiosks will be setup in Metropolitan and Cosmopolitan cities.

• The target audience of the products are youngsters, teenagers, and young adults who like chocolates as well chocolate products.

• Since they are the frequent visitors of malls and shopping complexes the kiosks will be setup in malls, in and around shopping complexes.

• Also a large number of employees of IT sector are young adults the kiosks shall also be put up in IT parks near the food courts so that people are tempted to have desserts after meals.

PromotionSome of the PROMOTIONAL STRATERGIES will be:-

• DISCOUNTS- Giving 10-15% discounts on every purchase to students.• ADVERTISEMENT- Aggressive advertisement through banners and hoardings near schools and college• Educating customers about the new products through promotional campaigns in association with FM RADIO•Distributing pamphlets and leaflets about the different products available here.•Organising events in schools like Non- gas cooking using Cadbury products, cake making competition to increase the WORD OF MOUTH • Offering DISCOUNT COUPONS with products like Cadbury celebration or combo pack of Cadbury Silk which can be redeemed at these kiosk on any products available.

SWOT Analysis

STRENGTHS WEAKNESSES

OPPORTUNITIES THREATS

• Brand Name of Cadbury-When a company launches a new product under the umbrella of a well-known brand name, failure rates and marketing costs are reduced .

• First Movers Advantage- In the business world, a first mover is a company that aims to gain an advantageous and perhaps insurmountable market position by being the first to establish itself in a given market. 

• Wide variety of products- The outlet will offer a wide variety of products ranging from cakes to shakes and Donuts to Chocolate sandwiches and pizzas.

STRENGTHS

Cont..

• Research and Development - The R & D department of Cadbury is quite efficient and leader in innovation.. And because of this only it has a unique understanding of the Indian consumer .

• High financial strength- Cadbury is the largest global confectionery supplier, with 9.9% of global market share.

• 24X7 Service- For the convenience of the customers, the outlet will be open 24 X7. This would also provide a competitive advantage at the introduction and the growth stage.

WEAKNESSES• No home delivery service –In the initial stages of the product ,Home delivery service will not be provided. This is to reduce the initial investment.

• No -Seating arrangement-Currently there will be no seating arrangement. It will be a kiosk type set up which will function on the take away basis.

• Limited No. of outlets –As the company will be venturing in a totally new segment, the no. of outlets will be

limited. They will be mainly located in District centres and markets near posh residential localities.

• Proper management- Since the no. of outlets will be limited , managing them at the time of rush hours or festive season will be a difficult task with only 2 staff members per kiosk/outlet.

OPPORTUNITIES• Huge opportunity to grab the market.

• Future expansions in terms of:

Product Line

Product depth

Outlets

• Brand franchising to manufacturers of similar goods and services can be done.

THREATS

• Cadbury is exposed to rise in the cost of chocolate and dairy products.

• Other foreign players(existing like Nestle and new entrants) in the Indian Confectionary market.

• Stiff competition by the local established shops in the confectionery segment .