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
 CADBURY IN INDIA

1948

Operation began in India

1965

Pioneered the development of cocoa cultivation in India

CADBURY IN INDIA
 Market Analysis
Cadbury Chocolate preferred the most
Consumption

Dairy milk (56%)

5 Star (18%)
Gems (8%)
Perk (6%)
Bournville (4%)
Dairy milk silk (4%)
Temptations (2%)
Celebrations (2%)
 Our Mission T E M P TAT I O N S

• Cadbury’s Temptation will be premium chocolate

brand aimed for high value consumption.

“To provide our customers

with a tempting and
exquisite taste”
 Product

Place
Marketing Promot
Mix -ion

Price
T E M P TAT I O N S
 T E M P TAT I O N S

Parent Company Cadbury

Category Chocolates
Sector Food Products

Tagline/ Slogan Too Good to share

4 delicious flavour variants - Raisin
Apricot, Almond Treat, Cashew Appeal,
Rum and Raisins.
USP Jelly chocolate – blueberry, cranberry.
 PRODUCT LIFECYCLE
Introduction Growth Maturity Decline
SALES

TIME
More emphasis on Advertisement & Promotion.
Maximum Innovation in the product.
 PRICE T E M P TAT I O N S

Temptation bar (72 gms) – 65/-

Temptation lollipop – 15/-

Jelly temptation – 80/-

 PLACE T E M P TAT I O N S

Cadbury Temptations will be produced at the

chocolate factory
MANUFACTURING UNITS AT: Malanpur
(Gwalior)
Thane Baddi
(Himanchal
Pradesh)

Induri (Pune) Bangalore

 T E M P TAT I O N S
Distribution Strategy
Wholeseller

Factory Customers

Retailer
 PROMOTION T E M P TAT I O N S

ADVERTISING SALES PROMOTION

TV
Hoardings
Brand Ambassadors
Internet
Offers
Radio
Value Packs
News papers
Magazines
 T E M P TAT I O N S

Promotion
Through
Brand
Ambassador
 T E M P TAT I O N S

For the Irresistible.... Campaign

Get your experience carved on the pack of

your favourite temptation to let others know
about your sweet memories
 S
T
P
 T E M P TAT I O N S

MARKET SEGMENTATION
Demographic Bases

Age & Life `

Gender Income
Cycle

• Buyers come • Temptation is • It is very

under the age meant for male reasonable and
group from as well as affordable
4yrs and above female • Can be
consumed by
all income
groups.
 Behavioural Bases T E M P TAT I O N S

• Will change the concept of consuming

chocolates from occasionally to
Occasions casually.
• Diwali, Rakhsha Bandhan etc.

• People now give Dairy Milk as gifts on

Gifts many occasions .

• Establishing a status.
User Status • It will become a part of lifestyle.
 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 Symbol of love
share and care

POSITIONING

Chocolate for Boy Girl

people in love Mother Child
Dad Mom
Friend Friend
Consumer Behaviour
6 O’s
What does the market buy?...

Object of Purchase
 Why does it buy?...

Objectives of Purchase
PHYSICAL SOCIAL
Physiological Esteem and Status
• Want • Reputation
• Hunger • Prestige
• Temptation • Desire
• To relish
 O
Who buys?... rganization of
Purchasing
 O
How does it buy?... perations
of Purchasing Organizations

New
Low cost Brand
concept

Quantity Quality
 When does it buy?...

Occasions of Purchase
 Every Day can be a
Special Day ! T E M P TAT I O N S

SPECIAL DAYS
 Value of the Product T E M P TAT I O N S

Emotional benefits
Cost of the Product

>
Attachment ,Happiness
Price you pay for a
Care, Love, Enhances Temptation
Relations etc
Where does it buy?

Outlets of purchase
Market Attractiveness
MNC Model T E M P TAT I O N S

Invest and Selectively

H
Grow Grow

Harvest
L Maintain

H L
Co’s Performance
 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