PRESENTER:JITIN KUKREJA MBA 2A

GEORGE CADBURY FOUNDER OF THE TRUST 1839 – 1922 John Cadbury opened a shop in Birmingham selling cocoa and chocolate in 1824 On 7 May 2008, the separation of their confectionery and Americas Beverages businesses was completed

Cadbury India is a fully owned subsidy of Kraft Foods Inc The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals.

 Approximately $50 billion in revenues 25%+ of global revenue from emerging markets #1 in global confectionery #1 in global biscuits More than 50% of global revenue from snacks and confectionery     .

making delicious products for billions of consumers in more than 160 countries. the combined company is the world's second largest food company.000 people and have operations in more than 70 countries.With annual revenues of approximately $50 billion. . The company employ approximately 140.

 11 brands with more than $1 billion in revenue 70+ brands with more than $100 million in revenue 40+ brands over 100 years old   .

Kolkota and Chennai). Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi. it today has five company-owned manufacturing facilities at Thane. The corporate office is in Mumbai. Induri (Pune) and Malanpur (Gwalior). Mumbai. After 60 years of existence.In India. Cadbury began its operations in 1948 by importing chocolates. .

Chocolates Snacks Beverages Candy Gums

Cadbury Dairy Milk 5 Star Perk Éclairs Celebrations Bournvita Halls

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MARKETING STRATEGIES FOR NEW PRODUCT LAUNCH -A STUDY ON CUNSUMERS AND RETAILERS RESPONSE ON SELECTIVE PARAMETER FOR LAUNCHING NEW CHOCOLATE SYRUP .

 . To find level of importance of factors influencing purchasing decision of chocolate syrup. To find out the requisite factors responsible for successful launch of chocolate syrup.

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 TYPE OF RESEARCH ◦ Descriptive ◦ Exploratory TYPE OF DATA USED AND DATA COLLECTION METHOD ◦ Primary Data ◦ Secondary Data  .

 SAMPLING ◦ Convenience Sampling UNIVERSE ◦ All the consumer of chocolate syrup in India SAMPLING UNIT ◦ Each single individual who is consumer of chocolate syrup in Faridabad city & acted as respondent   .

For the study. POPULATION All the consumer who are the user of chocolate syrup in Faridabad city SAMPLE SIZE ◦ Sample size is the number of people who should be surveyed.  . sample size is 50 consumer and 35 retailer .

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 QUALITY PACKAGING AVAILABLE SIZES   .

1 litre 275 ` 600 ml 155 ` 300 ml 115 ` .

115 `  DISCOUNT . INTRODUCTORY PRICE ◦ 1 litre……275 ` ◦ 600 ml …155 ` ◦ 350 ml….

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◦ ◦ ◦ ◦ ◦  High End Grocers(HEG ) Food Stores Supermarket/Hyper market Chemists Low End Grocers(LEG) LOCATION ◦ All over INDIA .

 PROMOTION ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ ◦ Advertising Plan Electronic media Print media Visual display and holdings Superior marketing Advance communications Innovative radio programs Effective press usage Cinema Cadbury Delicious book Free sampling with Cadbury premium brands  PROMOTIONAL PROGRAMMES .

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 Main competitor: ◦ Godrej Hershey’s ◦ some other small manufacturer .

  Market Position: Enjoying the top place in Indian market Available strengths of chocolate syrup are 640 ml 350 ml Available flavor are Chocolate and strawberry   .

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 Profitability Objective Market Share Objective Customer Satisfaction   .

 BRAND AWARENESS COMPANY NAME: CADBURY BRAND NAME: CHOCO DELITE CATEGORY: CHOCOLATE SYRUP AVAILABLE SIZES: ◦ 1 Ltr ◦ 600 ml ◦ 350 ml   PACKAGING: PLASTIC BOTTLES MAJOR CITIES INITIALLY TARGETED: ◦ ◦ ◦ ◦ Delhi and NCR region Mumbai Chennai Kolkata  .

Matriculation. 13-35.Province-wise. City-wise etc  DEMOGRAPHIC SEGMENTATION: (a) Age:Under 13. Primary school. children (c )Income: Upper and middle class people (d)Education: Uneducated. GEOGRAPHIC SEGMENTATION: REGION:Country –wise. Bachelors.over 35 (b)Gender: Male. Female. Masters .PhD . Intermediate.

Absolute .Economy (c) User Status :Non-user.Ex-user.Potential user.Regular user (d) Loyalty Status: None.Medium.Strong.Special occasion (b) Benefits Sought: Quality.BEHAVIORAL SEGMENTATION (a) Purchase Occasion: Regular occasion.

30000 and above ◦ Households B* with income range…15000-30000 ◦ Households C** with income range….GEOGRAPHIC REGION  DEMOGRAPHIC  (a) AGE: Below 13.specially house wives (c) INCOME: ◦ Households A with income range.13-35    (b) GENDER: Children. males . females.1000015000 .

      Market and Demand factor Competitor cost . Price & offers Other External Factor Economic Condition Government action Social action .

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People who are using chocolate syrup N=50 .

Various purpose of usage of chocolate syrup N=49 .

Acceptance level of customers with regards to chocolate syrup N=50 .

ors influencing the purchase decision of chocolate syrup Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers N=50 Retailers N=35 .

Consumers Retailers .

Pack that people want of chocolate syrup to be in market by Cadbury N=50 Consumers .

Consumers N=50 Retailers N=35 omotional offers that attracts Promotional offer that will create market for chocolate onsumers the most syrup .

Mode of advertisement influence the good brand image of Chocolate syrup Consumers N=50 Retailers N=35 .

ottle which the customers prefer Consumers N=50 Retailers N=35 .

Reasonable price of syrup according to customers Consumers N=50 Retailers N=35 .

Bottles of chocolate syrup of competitor sold in a week N=35 .

Type of packing bottle N=35 .

. Cadbury should launch this chocolate syrup as India is a developing country and scope of huge success of the product exist  People are wiling to use the chocolate syrup if launched by Cadbury.

So its suggested to launch CHOCOLATE SYRUP in to market.  The refrigerator should be provided to retailers.  Consumer gave positive response regarding new chocolate syrup.  Scheme should be in clear words regarding display  .

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