Date post: | 06-Dec-2014 |
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Marketing |
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Company’s Profile
Founder: JOHN CADBURYLOCATION:Birmingham, UK.YEAR: 1824
OPERATE IN OVER 60 COUNTRIES
WORLD'S LARGEST CONFECTIONERY COMPANY
WORLDWIDE, CADBURY HAS 60,000 EMPLOYEES
Vision & Mission
Vision "Working together to create brands people love"
Cadbury’s mission statement Says simply, ‘Cadbury means quality’; this is our promise. Our reputation is built upon
quality; our commitment to continuous improvement will ensure that our promise
Mission Statement 0f the product: The mission statement of our new product is “To provide our customers with a
tempting and exquisite taste” as Enticing Treats means a mouth watering treat which is simply irresistible.
Popular Brands in PAKISTAN
Chocolates
Beverages
Candy’s
GUMS
CHOCOLATE BAR MADE BY CADBURY.
BORN IN YEAR 1905. BOURNVILLE, U.K
CAME TO PAKISTAN AT 1993
11% VALUE SHARE OF THE PAKISTANI CHOCOLATE MARKET.
PRODUCT
CHOCOLATE BAR.
MADE FROM REAL DARK CHOCOLATE.
SIMILAR DESIGN WORLDWIDE.
CONTAINS MORE MILK THAN ANY OTHER CHOCOLATE BAR.
AVAILABLE IN 10.5g, 22g, 95g, 165g & OTHER PREMIUM PACKS
SUGAR
COCOA BUTTER
VEGETABLE FAT
CREAM
EMULSIFIERS
COCOA MASS
VARIANTS
PRICE
WEIGHT (gm) PRICE
10.5 10
22 20
40 35
42 CRACKLE 40
95 60
80 FRUIT & NUT 75
165 120
PRICE MENTIONED ABOVE ARE SAME ALL OVER PAKISTAN.
COMPETETIVE 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.
EG. 10 RS PACK WAS OF 13gm BUT NOW IT IS 10.5gm
PLACE
Places
• CORPORATE HEAD OFFICE:KARACHI
• 4 SALES OFFICES:RAWALPINDILAHOREMULTANSARGODHA
• AVAILABILITY:AVAILABLE IN ALL MAJOR CITIES OF
PAKISTAN
PROMOTION
Strong brands are very important in the chocolate confectionery market.
Almost 80% of chocolate purchases are made on impulse.
The media mix for the campaign comprises TV, outdoor, Internet and radio.
Use of emotional appeals in advertising.
Concentrated more on TV. Advertisement.
Our Slogan
PACKAGING
1905 1930s
1960s1970s
PACKAGING STYLES
PRESENT
Pearlfisher is the design agency responsible for the execution of the pack's new look.
ALUMINIUM FOIL
PAPER COVER
PLASTIC COVER
PACKAGING MATERIAL
Protect the product from physical damage or deterioration
Display the product – good graphic design and shape is important.
Attracting customers
Improved efficiency
ADVANTAGES OF PACKAGING
S T PSEGMENTATION TARGET MARKET POSITIONING
GEOGRAPHIC SEGMENT
IMPULSE SEGMENTFOR EATING THEN AND THERE.
“KHAANE WALO KO KHANE KA BAHANA CHAHIYE”
GIFT SEGMENT PURCHASED TO GIFT SOME ONE.
SEGMENTATION
The prospective customers of Cadbury Dairy Milk have changed from kids to adults including every family member to celebrate any occasion with Dairy Milk.
MARKET
FOR KIDS ACROSS INDIA, THE WORD ‘CADBURY’ IS SYNONYMOUS WITH CHOCOLATES.
CDM POSITIONED AS ‘THE PERFECT EXPRESSION OF LOVE’
“MAZZA AA GAYA”SPONTANEOUS, CAREFREE, SPECIAL, REAL MOMENTS.
" KUCH MEETHA HO JAYE “THE BRAND WANT ITSELF TO BE SYNONYMOUS WITH SWEET.
Positioning
SWOT ANALYSIS
Internal Analysis
Strengths• Brand Name• Strong manufacturing
competence, established brand name and leader in innovation
• Advantage, that it is totally focused on chocolate
• Unique understanding of consumer
• Large target market• Wide variant portfolio of product• Good advertising• Large target market
Weakness• The company is dependent on
the confectionery market, whereas other competitors e.g. Nestle have a more diverse product portfolio
• Availability of product• No Promotion campaign• Lack of penetration in the rural
market• Relatively high priced brand• limited shelf life
External Analysis
Opportunities• Sugar free category is the
major opportunity • The chocolate market has
seen one of the greatest increases in the recent times
• Untapped rural markets• Better product packaging
and preservation
Threats• Increasing competition
from international front.• Social changes - Rising
obesity and consumers obsession with calories counting affecting demand for core Cadbury products
• Sweets as substitutes• New entrants• Price war
Competitors
• MAIN COMPETITORS OF DAIRY MILK IN PAKISTAN ARE:
Nestle Kit kat MarsVelvetJubileeSonnet
PRODUCT LIFE CYCLE
Response to Reduction of price by 10%
• The weight is reduced by 14% (From 140g to 120g)
Calculations
• Previous weight of Dairy milk bar = 140g• New weight of dairy Milk bar = 120g• Reduction in weight = 20 g• In percentage:
20/140 *100 = 14.28%
• 140g bar price is =100• Actual price of 120 bar should be:
100/140 *120 = 85.71
Protection Of Local Business• As our product is sold in Pakistan under the Kraft Food
umbrella, which is registered in KSE.• So this will be an opportunity for us and will try to fully
utilize that opportunity as competitive advantage against over major competitor MARS.
Increase in oil prices
• Establishment of Central Command unit.• The transportation from Trucks will be shifted on Containers
Calculations:• Distance on average a truck covers in 1 litre is = 3km• Distance on average a Container (40’) or a 22 wheelers cover in 1 litre is = 2.5 km• On average a truck has a capacity of = 4000 kg• On average a container has capacity of = 26500 kg
Cont’d• So 1 container is equal to:
26500/4000 = 6.625 Trucks
• So 6.625 trucks will need Petrol for 3km of distance = 6.625 litre• While a container or 22 wheelers will need petrol for 3km of
distance is
= 1.2 litre
• So reduction in fuel consumption is = 6.625 – 1.2 = 5.425 lit
Floods
• “Chocolate is a perfect food, as wholesome as it is delicious, a beneficent restorer of exhausted power. It is the best friend of those engaged in literary pursuits."
(Baron Justus von Liebig)• As chocolate is a good and healthy food so we are going to
provide our delicious Chocolate to flood affectees. It will be a nice and beautiful gift for them. To forget the problems for sometime
QUESTIONS
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THANK YOU