STRATEGIC MANAGEMENTFinal Presentation

Group members:

Syed Ali Roshaan RazaMubashir Hasan

Cadbury Dairy Milk

Mission Statement: 'Cadbury means quality: this is our promise. Our reputation is built upon quality: Our commitment to continuous improvement will ensure that our promise is delivered‘

Vision:"Working better together to create brands people love"

Cadbury Dairy Milk

Slogan: The original slogan, 'A glass and a half of full cream milk in every half-pound', was introduced in 1928 to show the bars were better than those of their rivals. This was one of the most successful ad slogans ever.

Another slogan 'Kuch Meetha Hojaye' is used in Pakistan.

Product mix (Pakistan)

Bars Boxes & candies Beverages Biscuits

New addition:

Dairy milk sandwich biscuits

Innovation (New product)

Cadbury dairy milk cookies Two thick baked biscuits with Dairy milk chocolate in-between

Point of Difference:Rich Dairy milk chocolate used as the key taste element which makes it different from those biscuits offered by competitors

Unique Selling Proposition:This product will be unique as Cadbury itself has not launched it yet. And companies do not normally use such thick baked cookies in sandwich biscuits, nor do they have the unique taste of Dairy milk chocolate.

Target Market decision:The target market will be "Undifferentiated (mass) marketing". Because of the Cadbury's strong brand name, everyone will consume this product. And biscuits are for everyone.

Four P’s of Dairy milk cookies

Product:"Cadbury sandwich biscuits" would be the product name. Cookies are not offered by Cadbury in the past, especially in Pakistan. It's something new

  Place:

Just Karachi in the starting months. After people accept this new type of Cadbury offering, then the product will be made available in other cities also. This strategy was used by 'Omore‘ too

  Pricing strategy:

Rs. 15/- per packet

Four P’s of Dairy milk cookies

Promotion:

Cadbury uses 'Emotional selling style' for Dairy milk chocolate to create attraction by psychological way. This very promotional strategy will be used in the ad of Cadbury cookies

For the advertisement, TV, billboards, sign boards,

newspaper, and internet will be used to promote the newly launched product. These biscuits would be so delicious that there'd be a desire to consume them more and more… And that will be shown in the ad!

SWOT analysis

Strengths:1- Number 1 chocolate brand in the world

with lots of variants2- Consumers having positive perception

about product.3- Good product distribution and

availability4- Excellent promotion5- Well known brand

Weaknesses:1- Lack of penetration in rural markets2- People avoid it for health reasons3- Food products have a limited shelf

life4- Relatively high priced brand

5- Marred by a scandal few years back

Opportunities:1- Because of the strong brand name,

new chocolate variants can be introduced2- There is a lot of potential for growth

3- Recent increase in the chocolate market

5- Technological advancements to reduce packaging & shipping costs

Threats:1- Competitors.

2- Rising prices of major raw materials3- No brand loyalty in chocolate market4- New brands are coming and existing

brands are introducing new variants5- Social changes - Nutrition and

healthier lifestyles affecting demand for the product

Product Life-cycle

Competitor’s map (chocolate)

High Quality

Low Quality

High priceLower price

Dairy milk chocolate

NestleKitkat

Bounty

Sonnet

Jubilee

Competitor’s map (cookies)

High Quality

Low Quality

High priceLower price

Dairy milkcookies

Princebiscuit

Rio

ChocolateSandwichbiscuits

BCG matrix

Product/market expansion grid

Grand matrix

Space matrix

Thank You!