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