TITLE OF THE PROJECT

Name of the Researcher SANTOSH KUMAR MATADIN GUPTA (Bachelor of Management Stu !es" Aca em!c #ear $ %&'&(%&''

Un er the Gu! ance of MS) SUSHMITA MUK*R+I

UNIVERSITY OF MUMBAIS
ALKESH DINESH MODY INSTITUTE FOR FINANCIAL AND MANAGEMENT STUDIES

'

Universit !" M#$%&is A'(es) Dines) M!* Instit#te F!r Fin&n+i&' &n* M&n&,e$ent St#*ies

Certi"i+&te

I, Professor MS- SUSHMITA MUKERJI here-. cert!f. that Mr) /Ms) SANTOSH KUMAR MATADIN GUPTA. T#BMS Stu ent of Al0esh D!nesh Mo . Inst!tute for 1!nanc!al an Management Stu !es, has com2lete a 2ro3ect t!tle 4CADBURY COMPANY /ITH RESPECT TO ITS MARKETING STRATEGY5, !n the aca em!c .ear %&'&) The 6or0 of the stu ent !s or!g!nal an the !nformat!on !nclu e !n the 2ro3ect !s true to the -est of m. Kno6le ge)

S!gnature of Gu! e 6!th Date7(

De+'&r&ti!n

I, Mr) /Ms) SANTOSH KUMAR MATADIN GUPTA. T#BMS Stu ent of Al0esh D!nesh Mo . Inst!tute for 1!nanc!al an Management Stu !es, here-. eclare that I ha8e com2lete the 2ro3ect t!tle 4CADBURY COMPANY /ITH RESPECT TO ITS MARKETING STRATEGY0 ur!ng the aca em!c .ear %&'&) The re2ort 6or0 !s or!g!nal an the !nformat!on/ ata !nclu e !n the re2ort !s true to the -est of m. Kno6le ge) Due cre !t !s e9ten e on the 6or0 of :!terature/Secon ar. Sur8e. -. en ors!ng !t !n the B!-l!ogra2h. as 2er 2rescr!-e format)

S!gnature of the Stu ent 6!th Date

Name of Stu ent

Universit !" M#$%&is A'(es) Dines) M!* Instit#te F!r Fin&n+i&' &n* M&n&,e$ent St#*ies

Name of Stu ent7 SANTOSH KUMAR MATADIN GUPTA Roll Num-er7 %< T!tle of the Pro3ect7 =ADBUR# =OMPAN# >ITH R*SP*=T TO ITS MARK*TING STRAT*G#

S!gnature of Stu ent 6!th ate7

1- E2e+#tive S#$$&r 34
=a -ur. Sch6e22es !s the 6orl @s largest confect!oner. com2an.) The. manufacture, mar0et an !str!-ute -ran e chocolates, confect!oner. an -e8erages that -r!ng sm!les to m!ll!ons of consumers across 'A& countr!es) >!th or!g!ns stretch!ng -ac0 o8er %&& .ears, to a. the!r 2ro ucts ( 6h!ch !nclu e -ran s such as =a -ur., Sch6e22es, Halls, Tr! ent, Dr Pe22er, Sna22le, Tre-or, Dent.ne, Bu--l!c!ous an Bassett ( are en3o.e !n e8er. countr. an aroun the 6orl ) =a -ur. Sch6e22es em2lo.s o8er <&,&&& 2eo2le 6orl 6! e) The her!tage starte -ac0 !n '<A; 6hen +aco- Sch6e22es 2erfecte h!s 2rocess for manufactur!ng car-onate m!neral 6ater !n Gene8a, S6!tBerlan ) An !n 'A%? +ohn =a -ur. o2ene a sho2 !n B!rm!ngham sell!ng cocoa an chocolate) =a -ur. has -een s.non.mous 6!th chocolate s!nce 'A%?C the most famous -e!ng =a -ur. Da!r. M!l0C f!rst launche !n 'D&E, an st!ll a mar0et lea er to a.) These t6o great househol names merge !n 'DFD to form =a -ur. Sch6e22es 2lc) =a -ur. !s the lea er !n the UK chocolate mar0et, an !s the confect!oner. !8!s!on of =a -ur. Sch6e22es 2lc) =a -ur.Gs As!a(Pac!f!c sales are smaller com2are to *uro2e an US) As!a Pac!f!c sales accounte for onl. 'A 2er cent of the grou2Gs re8enue of H<?%< m!ll!on ollars !n %&&F) The mature +a2an an Austral!a mar0ets ha8e generate most of the f!rmGs sales !n the reg!on -ut .ounger, fast(gro6!ng mar0ets are -ecom!ng more !m2ortant for the grou2) =a -ur. currentl. ma0es aroun one th!r of !ts total As!a Pac!f!c sales from Gemerg!ng mar0etsG, of countr!es l!0e =h!na, In !a, Mala.s!a, S!nga2ore etc) =a -ur. launche Boost Guarana !n %&&' !n U)K, a ne6 chocolate -ar, 6h!ch 6!th 2ro8en energ. st!mulat!on 2ro2ert!es) =onta!n!ng Guarana, a South Amer!can 2lant e9tract 0no6n to nat!8e In !ans for centur!es, the 2ro uct 6as launche to meet the consumer nee of st!mulat!ng the m!n an com2lement a -us. l!fest.le) =a -ur. !s 2lann!ng to launch BOOST GUARANA !n the 8!-rant S!nga2ore chocolate mar0et)

C!ntents !" C&*%#r 3

Seri&'n!
' % ; ? E F < A D '& '' '% '; '? 'E 'F '< 'A 'D %& %' E6ECUTIVE SUMMARY INTRODUCTION INTERSTING FACTS OF CADBURY HISTORY OF CADBURY PRODUCTS OF CADBURY /HEN THEY LAUNCHED IN MARKET E6PANSION AND GRO/TH OF CADBURY OVER ALL TURN OVER CHALLENGES OF CADBURY CADBURY IN THE ENGLAND AND OTHER EUROPEANS COUNTRIESCADBURY ASIA CADBURY ADVERTISING TIMELINE THEIR PRODUCTS PRODUCTS OF CADBURY MEANING OF MARKETING STRATEGY MARKETING STRATEGY OF CADBURY S/OT ANALYSIS 7 PS OF CADBURY ADVERTISING THEIR PRODUCTS IN DIFFERENT /AYS SEGMENTATION.TARGETING.POSITIONING BRAND AMBASSADOR COMPETITORS OF CADBURY CONCLUSION

T!5i+

P&,e- N!
E < A D '' '% '? 'F 'A 'D %E %< ;? ;F ?% ?E E; EF F' F; FE

INTRODUCTION
=a -ur. !s a com2an. 6!th a long h!stor. !n Austral!a an a 2ass!onate comm!tment to ma0!ng e8er.one feel ha22.) =hec0 out 6hat 6e are o!ng aroun the 6orl an search for 6here to -u. our 2ro ucts) 1!n out 6hat our most common Iuer!es are, an as0 some of .our o6n !f .ou l!0e) =a -ur. In !a can -e terme as one of the -est 2erform!ng 1M=G com2an!es to a.) Unl!0e !ts 2eer grou2, 6h!ch !s more of com2lete foo com2an!es, =a -ur. !s a 8er. n!che 2la.er 6!th a om!nant 2os!t!on !n In !an =hocolate =onfect!oner. mar0et) Th!s ma0es !t !fferent J more successful !n com2ar!son 6!th the 2eer com2an!es) No6 !s the 2er!o of slo6 o6n !n the econom., 6here 1M=G com2an!es are the f!rst ones to -e h!t u2on) Re uct!on !n the real !ncome of the consumer has ma e !ts !rect !m2act on the to2 $l!ne gro6th of the com2an.) St!ll, =a -ur. has -een a-le to r!8e !ts -ottom( l!ne gro6th) The reason for the success !s the =or2orate Go8ernance 2ract!ce !n the organ!Bat!on) >e u2 ate !ts gro6th, 2rogress, an current 8aluat!on !n th!s re2ort) The =a -ur.@s Inc has ta0en the o22ortun!t. to offer us a -roa er 8!e6 of chocolate categor.) The =a -ur. In !a@s no)' =hocolate !s a-le to share 6!th the!r mar0et !ns!ghts -ase u2on un2arallele -reath of chocolate e92er!ence) =a -ur. has gro6n from strength to strength 6!th ne6 technolog!es -e!ng !ntro uce to ma0e the =a -ur. confect!onar. -us!ness, one of the most eff!c!ent !n the 6orl ) The merge !n 'DFD 6!th Sch6e22es an the su-seIuent e8elo2ment of the -us!ness ha8e le to =a -ur. Sch6e22es ta0!ng the le !n -oth, the confect!onar. an soft r!n0 mar0et Intec UK an -ecom!ng a ma3or force !n the !nternat!onal mar0et) =a -ur. Sch6e22es to a. manufactures 2ro uct !n F& countr!es an a tra e !n

stagger!ng '%&) The =a -ur. stor. !s a fasc!nat!ng stor. of a fam!l. -us!ness that gre6 !n one of the -!ggest, most lo8e chocolate -ran !n the 6orl ) A stor. that .ou 6!ll remem-er as the stor. of 4The taste of l!fe5)

<

INTERSTING FACTS OF CADBURY

'" =a -ur. 6as the f!rst com2an. to !nclu e 2!ctures !nstea of 2r!nte te9t on chocolate -o9es) %" George =a -ur. ! n@t 6ant to ta0e mothers a6a. from the!r ch!l ren, so he e8elo2e a com2an. rule that 6omen ha to lea8e 6or0 6hen the. got marr!e ) *ach marr!e 6oman 6as g!8en a -!-le an a carnat!on as 6e !ng g!fts) ;" In 'AAF =a -ur. -ecame one of the f!rst f!rms to ha8e !n!ng rooms 6!th 0!tchens an foo for sale) ?" A m!n!ature metal an!mal (ele2hant, 2engu!n, o6l, fo9, uc0, sIu!rrel, ra--!t or turtle" 6as g!8en a6a. 6!th s2ec!all. es!gne cocoa t!ns !n 'D;?) In the same .ear, =a -ur.Gs to0ens, 6h!ch came 6!th 2ac0s of cocoa, coul -e re eeme for lam2s, 0ettles an sauce2ans) E" So man. ch!l ren 3o!ne =a -ur.@s =oco cu- =lu- that !t ha ;&&,&&& mem-ers !n 'D;F) F" =a -ur.@s >orl K!s!tor =enter o2ene !n 'DD&, 6elcom!ng ?&&,&&& 8!s!tors !n !ts f!rst .ear) <" =a -ur. launche a Get Act!8e 2rogram !n %&&;, hel2!ng '&,&&& teachers get !n sha2e)

Hist!r !" C&*%#r

=a -ur., the glo-al lea er !n the chocolate confect!oner. mar0et, -egan !n 'A%? 6hen a .oung Lua0er name +ohn =a -ur. o2ene u2 a sho2 !n B!rm!ngham) +ohn sol coffee, tea, r!n0!ng chocolate an cocoa at h!s sho2) Bel!e8!ng that alcohol 6as a ma!n cause of 2o8ert., +ohn ho2e h!s 2ro ucts m!ght ser8e as an alternat!8e) He also sol ho2s an mustar ) :!0e man. Lua0ers +ohn ha h!gh Iual!t. stan ar s for all of h!s 2ro ucts) At that t!me !n *nglan , Lua0ers 6ere 2roh!-!te from atten !ng un!8ers!t., s!nce !t 6as aff!l!ate 6!th the esta-l!she church, an the!r 2ac!f!st -el!efs 0e2t them from 3o!n!ng the m!l!tar.) >!th fe6 o22ortun!t!es a8a!la-le, Lua0ers often 6ent !nto -us!ness(relate f!el s an /or e8ote the!r t!me to m!ss!ons of soc!al reform) B. 'A?% +ohn 6as sell!ng '' 0!n s of cocoa an 'F 0!n s of r!n0!ng chocolate) Soon +ohn@s -rother Ben3am!n 3o!ne the com2an. to form =a -ur. Brothers of B!rm!ngham) The =a -ur. -rothers o2ene an off!ce !n :on on an rece!8e a Ro.al >arrant (one of man." as manufacturers of chocolate an cocoa to Lueen K!ctor!a !n 'AE?) S!9 .ears later the -rothers !ssol8e the!r 2artnersh!2 -ecause of +ohn@s fa!l!ng health an the eath of h!s 6!fe) The. left the -us!ness to +ohnGs sons George an R!char ) +ohn e8ote the rest of h!s l!fe to soc!al 6or0 an l!ne, an !e !n 'AAD) George an R!char cont!nue to e92an the 2ro uct -. 'AF?, the. 6ere 2ull!ng a 2rof!t) =a -ur.@s =ocoa *ssence, 6h!ch 6as

a 8ert!se as Ma-solutel. 2ure an therefore -est,M 6as an all(natural 2ro uct ma e 6!th 2ure cocoa -utter an no starch. !ngre !ents) =ocoa *ssence 6as the -eg!nn!ng of chocolate as 6e 0no6 !t to a.) The -rothers soon mo8e the!r manufactur!ng o2erat!ons to a larger fac!l!t. four m!les south of B!rm!ngham) The factor. an area -ecame 0no6n as Bourne8!lle) >!th =a -ur.@s cont!nue success !n chocolate, George an R!char sto22e sell!ng tea !n 'A<;) Master confect!oner 1re er!c K!nchella 6as a22o!nte to share h!s rec!2e an 2ro uct!on secrets 6!th =a -ur. 6or0ers) Th!s resulte !n =a -ur. 2ro uc!ng chocolate co8ere nougats, -on-ons el!ces, 2!stache, caramels, a8el!nes an more)

=a -ur. manufacture com2an.)

!ts f!rst m!l0 chocolate !n 'AD<) T6o .ears later the =a -ur. 6as !ncor2orate as a l!m!te

Bourne8!lle factor. em2lo.e %,F&& 2eo2le an

Dur!ng >orl >ar I, more than %,&&& of =a -ur.@s male em2lo.ees 3o!ne the Arme 1orces) =a -ur. su22orte the 6ar effort, sen !ng 6arm cloth!ng, -oo0s an the go8ernment allo6ances to the chocolate to the sol !ers) =a -ur. su22lemente

e2en ants of the!r 6or0ers) >hen the 6or0ers returne , the. 6ere a-le to return to 6or0, ta0e e ucat!onal courses, an !n3ure or !ll em2lo.ees 6ere loo0e after !n con8alescent homes) Dur!ng th!s 2er!o tra e o8erseas !ncrease , an =a -ur. o2ene !ts f!rst o8erseas factor. near Ho-art, Tasman!a) The ne9t .ear =a -ur. merge 6!th +S 1r. J Sons, a 2ast mar0et lea er !n chocolate) =a -ur. su22orte the 6ar effort ur!ng >orl >ar II -. con8ert!ng 2arts of !ts factor. !nto 6or0rooms to manufacture eIu!2ment l!0e m!ll!ng mach!nes for r!fle factor!es an 2arts l!0e 2!lot seats for Def!ant f!ghter 2lanes) >or0ers 2lo6e foot-all f!el s to gro6 cro2s, an the =a -ur. St) +ohn@s Am-ulance un!t hel2e 2eo2le ur!ng a!r ra! s) =hocolate 6as cons! ere essent!al for the Arme 1orces an c!8!l!ans) Rat!on!ng f!nall. en e !n 'D?D) In 'DFD =a -ur. merge 6!th Sch6e22es to form =a -ur. Sch6e22es) Sch6e22es 6as a 6ell(0no6n Br!t!sh -ran that manufacture car-onate m!neral 6ater an soft r!n0s) The merge com2an!es 6oul go on to acIu!re Sun0!st, =ana a Dr., T.2hoo Tea an more) Sch6e22es Be8erages 6as create , an the manufacture of =a -ur. confect!oner. -ran s 6as l!cense to Hershe.) To a. =a -ur. Sch6e22es !s the largest confect!oner. com2an. !n the 6orl , em2lo.!ng more than <&,&&& em2lo.ees) In %&&F the com2an. ha o8er H'E -!ll!on !n o8erall sales) In March of %&&<, =a -ur. Sch6e22es announce Sch6e22es 6!ll cont!nue to 2ros2er !n the com!ng eca es) that !t !nten s to se2arate !ts confect!oner. an -e8erage -us!nesses) >!th almost %&& .ears !n the -us!ness, =a -ur.

'&

PRODUCTS OF CADBURY /HEN THEY LAUNCHED IN MARKET

C&*%#r Pr!*#+t Ti$e'ine

S*RIA:)NO ' % ; ? E F < A D '& '' '% '; '? 'E 'F '< 'A 'D %&

#*ARS 'AFE 'A<E 'AD< 'D&E 'D&A 'D'E 'D%& 'D%; 'D%D 'D;A 'D?A 'DFA 'DF& 'D<& 'DA; 'DAE 'DA< 'DD% 'DDF %&&'

PRODU=TS =a -ur. =ocoa *ssence =a -ur. *aster *ggs =a -ur. M!l0 =hocolate =a -ur. Da!r. M!l0 =a -ur. Bourne8!lle =hocolate =a -ur. M!l0 Tra. =a -ur. 1la0e =a -ur. =rNme *ggs =a -ur. =runch!e =a -ur. Roses =a -ur. 1u ge =a -ur. P!cn!c =a -ur. Buttons =a -ur. =url. >url. =a -ur. >!s2a =a -ur. Boost =a -ur. T6!rl =a -ur. T!meout =a -ur. 1use =a -ur. Brunch -ar, Dream J Sno6fla0e =a -ur. Sch6e22es

%'

%&&<

''

E6PANSION AND GRO/TH OF CADBURY

THE LEGEND CALLED CADBURY

'A%? $ A -us!ness 6as o2ene !n 'A%? -. a .oung Lua0er, +ohn =a -ur., !n Bull street B!rm!ngham 6as to -e the foun at!on of =a -ur. :!m!te , no6 one of the 6orl @s largest 2ro ucer of chocolate) 'A;' $ B. th!s .ear the -us!ness ha change from a grocer. sho2 an +ohn =a -ur. ha -ecome a manufacturer of r!n0!ng chocolate an cocoa) Th!s 6as the start of =a -ur. manufactur!ng -us!ness as !t !s 0no6n to a.) A larger factor. !n Br! ge Street B!rm!ngham 6as rente !n 'A?<, +ohn =a -ur. 6as 3o!ne -. h!s -rother B!rm!ngham an the -us!ness -ecame =a -ur. Brother of B!rm!ngham) 'AF' $ +ohn =a -ur. res!gne h!s -us!ness an han e o8er to h!s sons, R!char , %E an George, %' 6ho after E !ff!cult .ears almost shut o6n the -us!ness to ta0e u2 other 8ocat!on) 1ortunatel. for generat!on of chocolate lo8ers, the. ! n@t) 'AFF $ Sa6 a turn!ng 2o!nt for the com2an. 6!th the !ntro uct!on of a 2rocess for 2ress!ng the cocoa -utter from the coca -eans) Th!s not onl. ena-le =a -ur. Brothers to 2ro uce 2ure coca essence, -ut the 2lent!ful su22l. of coca -utter rema!n!ng 6as also use to ma0e ne6 0!n of eat!ng chocolate) The essence 6as a 8ert!se as OA-solutel. 2ure, therefore -est@) 'A<D $ Bus!ness 2ros2ere from th!s t!me an =a -ur. Brother outgre6 the Br! ge Street factor., mo8!ng !n 'A<D to a OGreenf!el @ s!te some m!les from the center of B!rm!ngham 6h!ch came to call Bourne8!lle) The o2en!ng of the =a -ur. factor. !n a gar en also heral e a ne6 era !n !n ustr!al relat!ons an em2lo.ee 6elfare 6!th 3o!nt consultat!on -e!ng 3ust one of the !ntro uce -. the 2!oneer!ng =a -ur. Brothers) '%

'ADD $ In th!s .ear the -us!ness 2r!8ate l!m!te 6!th!n the f!nanc!al reach of e8er.one)

com2an. $ =a -ur. Brothers :!m!te

2rogress s!nce the start of the centur.) =hocolate has mo8e -e!ng a 4lu9ur.5 !tem to 6ell

'D&E $ =a -ur. has man. famous -ran s 6!th one of ma3or success stor. -e!ng =a -ur.@s Da!r. M!l0 chocolate launche !n 'D&E, to a. Br!ta!n@s fa8or!te mo ule chocolate -ar) =a -ur. to a. !s the mar0et lea er !n the U)K chocolate confect!onar. mar0et, em2lo.!ng the most a 8ance 2rocess!ng technolog. an management !nformat!on an control techn!Iues) The com2an. !s the confect!onar. !8!s!on of =a -ur. Sch6e22es 2lc 6h!ch !s ma3or force !n the confect!onar. an soft r!n0s !nternat!onal mar0et) >orl ( 6! e =a -ur. !s one of the 2re $ em!nent names !n confect!onar. 6!th !m2ress!8e range of famous -ran s) Lual!t. has -een the focus of the =a -ur. -us!ness from the 8er. -eg!nn!ng as generat!ons ha8e 6or0e to 2ro uce chocolate 6!th that 8er. s2ec!al taste, smoothness an sna2, so character!st!cs of =a -ur.@s chocolate)

';

OVER ALL TURN OVER

The confect!onar. !n ustr. !n In !a !s !n !ts gro6th stage) Th!s mar0et!ng Research ata from the !n ustr. sho6s that the !n ustr. has -een ma0!ng !m2ress!8e gro6th !n the In !an econom.) The confect!onar. !n ustr. !s !8! e !nto the flo6!ng s2ec!f!c !n ustr!al sectors7 =hocolate, Har (-o!le can !es, Pcla!rs an toffees, =he6!ng gums, :oll!2o2s, Bu--le gums, an M!nts an loBenges (:aura, %&&A")

The total confect!onar. mar0et !s 8alue at a-out ?' -!ll!on In !an Ru2ees) It has a total turno8er of a-out %%;E&& tones of confect!onar. 2ro uce e8er. .ear) Th!s !s a huge o8erall turno8er 6h!ch !s eIual to that of esta-l!she mar0ets) Most the confect!onar. are consume !n the ur-an areas) The ur-an mar0et const!tutes a-out <; 2ercent of the total mar0et) Th!s !s a s0e6e mar0et share com2are to the rural mar0et 6h!ch accounts for a-out %<Q of the total mar0et)

Th!s mar0et ata sho6s that the rural mar0et has not -een 6ell ta22e !nto) >!th more than E& 2ercent of the In !ans l!8!ng !n the rural areas, !t means that there !s a h!gh 2otent!al !n the rural mar0et (=a -ur., %&&A")On the 2ro uct share of the mar0et, har -o!le can . accounts for a-out 'AQ of the mar0et, Pcla!rs an Toffees has a-out 'AQ of the mar0et share, 6h!le gums an m!nts an loBenges are at 2ar account!ng for '; 2ercent of the mar0et share each)

Ho6e8er chocolate has recor e the h!ghest mar0et gro6th rate recor !ng a-out %; 2ercent gro6th rate) Th!s !s a h!gher gro6th rate com2are to other mar0ets !n the 6orl ) Ho6e8er the o8erall sugar confect!onar. segment !n the In !an mar0et has -een ecl!n!ng 6!th a total ecl!ne of a-out 'D 2ercent recor e !n %&&< (:aura, %&&A")

'?

=a -ur. 6!th a num-er of 2ro ucts !nclu !ng Da!l. M!l0, Per0, Gems, E Star, =ele-rat!on, B.tes, Da!r. M!l0 Pcla!rs, Pcla!rs =runch, Mr) Po2s an Halls !s the lea !ng 2la.er !n the chocolate segment, Pcla!rs segment, :oll!2o2s, an (=a -ur., %&&A") the M!nts Segment

=a -ur. !s also the lea !ng 2la.er !n the m!l0 -e8erage segment 6h!ch !s 8alue at 'F)' -!ll!on Ru2ees) Th!s segment has an annual turno8er of a-out F;,&&& tones an has -een gro6!ng at a rate of '&)' 2ercent) Here =a -ur. !s the ma!n 2la.er 6!th =a -ur. Bourn8!tta an =a -ur. Bourn8!tta E Star Mag!c (=a -ur., %&&A")

'E

CHALLENGES OF CADBURY
=a -ur. challenges commuters 6!th G*.e-ro6 :anguageG

=a -ur. !s ca2!tal!B!ng on the success of !ts glo-al M*.e-ro6sM cam2a!gn 6!th a =ana !an 2r!nt an OOH cam2a!gn calle M*.e-ro6 :anguage)M Target!ng the .ounger en of the a ult emogra2h!c, the cam2a!gnGs creat!8e !s -ase on the M*.e-ro6sM TK s2ot, !n 6h!ch t6o 0! s 6!th craB. e.e-ro6s 2ose for a 2hoto) The M*.e-ro6 :anguageM creat!8e, ma e e9clus!8el. for the =ana !an mar0et, features O-ro6s !n !fferent sha2es that rea ers can translate !nto letters an 6or s) De2en !ng on the me !um, the message e!ther offers the rea er a chance to 6!n a 2r!Be or, !n the 2r!nt a s, to 2art!c!2ate !n a stunt e9ecute at a s2ec!f!c t!me an locat!on) On Mon a., the eco e ne6s2a2er a !n8!te rea ers, hun re s of 6hom sho6e u2, to a s! e6al0 at =ollege Par0 !n Toronto, 6here the. 6ere to t6!rl, cla2 an .ell MchocolateM to 6!n a 2r!Be) The me !a -u., han le -. =ossette 6!th creat!8e -. The H!8e, are focuse on Toronto an Kancou8er, an !nclu e a!l. commuter ne6s2a2ers, a -!ll-oar at #onge( Dun as SIuare !n Toronto, trans!t a s !n -oth c!t!es an an onl!ne -anner -u.) :aunche last 6ee0, the commuter(2a2er a s are runn!ng three a.s a 6ee0 for four 6ee0s, chang!ng each t!me, as are the OOH a s)

'F

M>e reall. 6ante to ma0e sure th!s ha h!gh !m2act 6!th the consumer,M N!na Pure6al, -ran manager, =a -ur. Da!r. M!l0, tells MiC) MTh!s !s a 8er. engag!ng 2romot!on an , as .ou can see as .ou go through the elements, once R2eo2leS ha8e comm!tte to the 2romot!on an engagement)M The cam2a!gn has also ta0en o8er the Da!r. M!l0 6e-s!te, 6h!ch o2ens to a secret e.e-ro6 message an *.e-ro6 :anguage eco er o8erla.) The s!te also !nclu es e9tra 2hrases to eco e an a r!ngtone of the song from the a to o6nloa ) K!s!tors can also 6atch the or!g!nal M*.e-ro6sM a that f!rst a!re !n =ana a Se2t) '?) eco !ng the messages, the.Gre reall. comm!tte ) ItGs reall. all a-out h!gh

'<

C&*%#r in t)e En,'&n* &n* !t)er E#r!5e&ns C!#ntries-

=a -ur. Sch6e22es face o22os!t!on to the eal !n se8eral countr!es) =a -ur. Sch6e22es !s to 0ee2 control of !ts soft r!n0s -ran s !n most of *uro2e !nstea of sell!ng them to =oca(=ola, follo6!ng concerns a-out ela.s !n 6!nn!ng a22ro8al from *uro2ean regulators) Un er the or!g!nal T')'?-n eal, announce !n Decem-er last .ear, =oca(=ola 6as to -u. all of =a -ur.Gs r!n0 -ran s e9ce2t those !n the US, 1rance an South Afr!ca) =a -ur. has no6 a-an one 2lans to sell the -ran s !n another %& *uro2ean mar0ets, fearful that such a mo8e 6oul -e -loc0e -. com2et!t!on 6atch ogs) The countr!es 6here =a -ur. Sch6e22es 6!ll no6 reta!n control !nclu e Belg!um, Nor6a., S2a!n, S6!tBerlan , The Netherlan s an German. 6h!ch 6as re2orte l. rea . to re3ect the 2lan later th!s 6ee0) The com2an!es st!ll ho2e to rece!8e a22ro8al for the sale !n the UK an Irelan an DA other countr!es 6orl 6! e) =a -ur. ch!ef e9ecut!8e +ohn Sun erlan sa! -oth com2an!es ha researche 2otent!al regulator. hur les !n %& countr!es -efore announc!ng the!r 2lans !n Decem-er) Ho6e8er, the. no6 face length. an com2le9 regulator. res!stance aga!nst the eal !n some *uro2ean countr!es 6h!ch 6oul M2ro-a-l. result !n unacce2ta-le ela.M) The ela.s ha8e also force the com2an!es to re8!se the!r a!m of ha8!ng the ent!re sale com2lete -. the m! le of th!s .ear) Instea , the. no6 e92ect the eal to -e f!nal!se -. +ul. onl. !n a-out half the countr!es 6h!ch ha8e alrea . g!8en the!r a22ro8al or 6here regulator. clearance !s not reIu!re )

'A

CADBURY ASIA
Its contents of t6o countr!es the. are INDIA J PAKISATAN

CADBURY INDIA
In In !a, =a -ur. -egan !ts o2erat!ons !n 'D?A -. !m2ort!ng chocolates) After F& .ears of e9!stence, !t to a. has f!8e com2an.(o6ne manufactur!ng fac!l!t!es at Thane, In ur! (Pune" an Malan2ur (G6al!or", Bangalore an Ba ! (H!machal Pra esh" an ? sales off!ces (Ne6 Delh!, Mum-a!, Kol0ata an =henna!") The cor2orate off!ce !s !n Mum-a! =urrentl. =a -ur. In !a o2erates !n four categor!es 8!B) =hocolate =onfect!oner., M!l0 1oo Dr!n0s, =an . an Gum categor.) In the =hocolate =onfect!oner. -us!ness, =a -ur. has ma!nta!ne !ts un !s2ute lea ersh!2 o8er the .ears) Some of the 0e. -ran s are =a -ur. Da!r. M!l0, E Star, Per0, Pcla!rs an =ele-rat!ons) =a -ur. en3o.s a 8alue mar0et share of o8er <&Q ( the h!ghest =a -ur. -ran share !n the 6orl U Our flagsh!2 -ran =a -ur. Da!r. M!l0 !s cons! ere the Mgol stan ar M for chocolates !n In !a)

=a -ur.@s Da!r. M!l0 starte !n Bourne8!lle !n the UK !n 'D&E, -ut the 3ourne. 6!th true chocohol!cs starte !n In !a ?; .ears later) =a -ur.@s has -een the num-er one mar0et lea er !n chocolate sales for .ears) =a -ur.@s has cla!me that !t has -een the source of e8er. In !an@s moment of ha22!ness, 3o. an cele-rat!on $ 6hether th!s !s true, !t@s ou-tful) To th!s a., O=a -ur. Da!r. M!l0@ alone has a ;&Q 8alue share !n the In !an chocolate mar0et)

'D

In the earl. D&@s, !n ulgent chocolates 6ere onl. seen as a ch!l @s hea8enl. ream ( onl. re6ar e for goo -eha8!our, or 2erha2s e8en for a -r!-e) Ho6e8er, !n the m! D&@s a ne6 cam2a!gn 6as release , (OThe Real Taste of :!fe@" re( ef!n!ng the outloo0 from 43ust for 0! s5 to the 40! s !n all of us5) Th!s ne6 cam2a!gn -rought out the forgotten ch!l !n e8er. a ult, flush!ng -ac0 memor!es of the 8er. f!rst moment the. taste chocolate) =a -ur. Da!r. M!l0 soon -ecame the ! eal e92ress!on of 4@s2ontane!t.@5 an 4@share goo feels@5)

The com2an. 6as foun e -. +aco- Sch6e22es !n '<A;) =a -ur. Sch6e22es !s hea Iuartere !n :on on) =a -ur. Sch6e22es !s the No)' confect!oner. an th!r largest soft r!n0s com2an. !n the 6orl ) >e manufacture, mar0et an !str!-ute -ran e chocolates, confect!oner. an -e8erages that -r!ng sm!les to m!ll!ons of consumers across 'A& countr!es =a -ur. In !a -egan !ts o2erat!ons as a tra !ng concern !n 'D?<)

The f!rst taste of chocolate 6as ef!ne -. =a -ur. !n the In !an su- cont!nent) It has -een more than E& .ears of call!ng chocolates 4=a -ur.5 !n In !a) The com2an. to a. em2lo.s nearl. %&&& 2eo2le across In !a) >e 6or0 together to create -ran s 2eo2le lo8e) >e -el!e8e 6holehearte l. that the 6a. to create -ran s 2eo2le lo8e !s through our 2eo2le) If .ou es!re to 6or0 6!th the 6orl @s num-er ' confect!oner. com2an. 6e@8e got great o22ortun!t!es !n store for .ou) #ou 6!ll t.2!call. start .our career 6!th us !n a funct!on !n one of our man. -us!nesses) #ou 6!ll then -e a-le to choose 6hether to e8elo2 .our career as a general!st or s2ec!al!st) >h!che8er 2ath .ou choose, .ou 6!ll -e encourage e92er!ence of !fferent -us!nesses, -ran s an 2eo2le) to ga!n

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Pr!*#+t &n* Servi+es3

=a -ur. Sch6e22es Pu-l!c :!m!te 6ater, a22le 3u!ce, Iu!n!ne(-ase car-onate soft r!n0, an tomato(-ase Ha6a!!an Punch, =lamato, an =om2an. o2erates as a -e8erage an r!n0, car-onate soft r!n0, non(car-onate names) Its confect!onar. ro2, che6!ng gum, m!l0

confect!onar. com2an. 6orl 6! e) The com2an.@s -e8erage 2ro ucts !nclu e car-onate r!n0 un er Dr)Pe22er, Sch6e22es, < U2, Sna22le, MottGs, Sch6e22es Ton!c >ater -ran

2ro ucts com2r!se cocoa 2o6 er, sugar confect!oner., cough

chocolate -ar, sugar(coate gum, an -reath freshener, 6h!ch are mar0ete un er =a -ur., Bassett@s, Ma.nar s, Halls, , Dent.ne, =a -ur. Da!r. M!l0, =h!clets, =lorets, St!morol, Tr! ent, Bu--l!c!ous, an !n e2en ent com2an!es) Sour Patch K! s -ran names) =a -ur. Sch6e22es sells !ts 2ro ucts through !rect sales force, th!r 2art. -ottlers, !n e2en ent !str!-utors, an other

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CADBURY PAKISTAN
=onfect!oner. an =hocolate !n ustr. of Pa0!stan !n %&&D !s an anal.s!s of -ran e ( omest!call. 2ro uce " confect!oner. an chocolate mar0et of Pa0!stan) The art!cle re8eals close est!mates of sales turn o8er of ma3or act!8e 2la.ers !n the !n ustr.) It also e9am!nes contem2orar. tren s !n the local confect!oner. an chocolate mar0et, 6!th an em2has!s on 2ro8! !ng some useful !nformat!on a-out the structure, norms, challenges an com2et!t!8e lan sca2e of the !n ustr.) Before 2rocee !ng to our core to2!c, !t 6oul not -e un6!se to ha8e a loo0 at the sna2shot of countr.@s soc!o(econom!c !n !cators) Des2!te Pa0!stan@s confect!oner. an chocolate !n ustr. has en3o.e an emerg!ng an gro6!ng tren !n the recent 2ast .et !ts s!Be an gro6th 2attern has -een far !nconseIuent!al com2are to other countr!es of As!a(2ac!f!c reg!on) The !n ustr. has gro6n 6!th an a8erage annual rate of F)E to <)E Q ur!ng %&&%(%&&A) Domest!c -ran s om!nate the mar0et account!ng for more than AEQ of total 8alue sales of the !n ustr.) The !n ustr. as a 6hole can -e organ!Be sector (-ran e segment" an !8! e -et6een t6o -roa er sectors namel. sectors (gener!c segment") The

un(organ!Be

-ran e segment !s more of mono2ol!st!c !n nature 6here there are n!ne 2rom!nent, act!8e 2la.ers !n the com2et!t!8e lan sca2e of th!s sector) The -ran e confect!oner. an chocolate mar0et !s h!ghl. 2r!ce elast!c an gro6!ng 6!th the -ul0 of sales concentrate !n m! (2r!ce range 2ro ucts) Ur-an mar0ets account for the ma3or share an also for a h!gher 2enetrat!on rate)

%%

The !n ustr. has face 4co!n(-arr!er5 !ssue !n sugar confect!oner. 2ro ucts at least three t!mes ur!ng last three eca es 6hen all 0e. 2la.ers unan!mousl. agree to !ncrease the!r 2ro ucts@ 2r!ce ue to escalat!ng 2r!ces of ra6 mater!als (f!rst from %E 2a!sa to E& 2a!sa( !n m! A&@s, than E& 2a!sa to Rs) ' $ !n m! D&@s an lastl. from Rs)' to Rs)%(!n late %&&A" 6here-. the act!8e 2la.ers of the !n ustr. 6ere com2elle to ra!se the!r 2r!ces not less than an. th!ng -ut '&&Q -ecause ne9t 3um2 to co!n / 2r!ce enom!nat!on 6as such that the. ha no 6a. out) It 6oul -e !nterest!ng for the rea ers to learn that such mo8es ho6e8er ha8e al6a.s -een 2ro8e to -e a 4-!tter 2!ll5 for the !n ustr. as !t -rought !mmense res!stance from consumers an tra e) In some of the cases ecl!ne !n sales as a react!on of 2r!ce !ncrease 6as so huge that !t force to lea !ng -ran s to ta0e the!r ec!s!on -ac0 .et the. 6ere not a-le to retr!e8e the!r or!g!nal 8olumes aga!n) M!tchell@s M!l0 Toffees an K! co ?e8er are class!c e9am2les) To a8o! an efer th!s s!tuat!on (u2 to last e9ten " 2ro(act!8e com2an!es !n Pa0!stan! confect!oner. !n ustr. a o2t three 0!n s of strateg!es, 6!thout re uc!ng or 6!th sl!ghtl. re uc!ng tra e marg!ns) Namel. re uce the no) of un!ts 2er 2ac0, un!t s!Be, an 2ac0ag!ng ( !n an en ea8our to re uce cost" =om2rom!s!ng !n 2ro uct Iual!t. -. re uc!ng It. an /or Iual!t. of e92ens!8e ra6 mater!al -. us!ng close su-st!tute that !s a8a!la-le relat!8el. at chea2er 2r!ce as a re2lacement of e92ens!8e ra6 mater!als)

Distri%#ti!n &n* Se''in, str&te, 3

A-out (<&(A&" Q sugar confect!oner. an chocolate sales generate through 6holesale channel e2en !ng u2on the nature of 2ro uct an strateg!es of manufactur!ng com2an!es) Almost all -ut 2rec!sel. H!lal an B)P rel. much on 6holesale channel to generate -ul0 chun0 of the!r total sales) To su22ort the!r sales through th!s channel the. a 8ert!se hea8!l. on electron!c me !a to create -ran 2ull for the!r -ran s an su-seIuentl. !t force reta!lers to -u. these -ran s from 6hole sale) The un erl.!ng reason -eh!n l!m!te co8erage !n reta!l sector -. these t6o com2an!es !s the. o not ha8e 2rem!um 2r!ce !tems that coul .!el suff!c!ent re8enues to ma0e reta!l !str!-ut!on 8!a-le for the!r !str!-ut!on 2artners so the. o a l!m!te co8erage !n reta!l sector) S!nce these com2an!es themsel8es o not em2has!Be on reta!l 2enetrat!on so the!r !str!-utors also ta0e an esca2e route an a o2t the 6a. of eas. sell!ng through >S) Ho6e8er there are com2an!es l!0e =a -ur., =an .lan , M!tchell@s an

%;

Ma.fa!r that are full. a6are of the !m2ortance of reta!l 2enetrat!on )Hence these com2an!es 2a. ue !m2ortance an attent!on to reta!l co8erage an su-seIuentl. allocate resources for reta!l sector) As state earl!er the em2has!s of H!lal an B)P has al6a.s -een on -u!l !ng consumer 2ull through mass me !a a 8ert!s!ng (mostl. through tele8!s!on" an 2ush!ng the!r -ran s through 6! e(s2rea net6or0 of !str!-utors an 6holesalers throughout the nat!on)

Th!s com-!nat!on of 4Push J Pull 4 has 2ro8e to -e a successful tool !n the!r cases -ecause the nature of the!r -ran s also su22ort th!s strateg. as the. 2ro uce 2ro ucts of mass mar0et 6!th as lo6 2r!ce as Rs)' , % an -e.on ) Because of th!s 2r!c!ng strateg. the!r 2ro ucts are eIuall. 2o2ular !n rural an ur-an to6ns among m! le an lo6er m! le class) B)P an H!lal ha8!ng th!s a 8antage en3o. the -enef!ts of a 6! e(s2rea !str!-ut!on net6or0 !n ;&&V to6ns an o8er ;E& !str!-utors nat!on 6! e (as the. ha8e more than one !str!-utors !n some to6ns") The. al6a.s tr. to a o2t cost lea ersh!2 strateg. an generate re8enues through h!gh 8olumes of sales) 1reIuent launches, re(launches, re(!ntro uct!on of ol -ran s 6!th sl!ght mo !f!cat!ons, 6!th ra6als, a 3ustments !n 2ac0ag!ng, 2ro uct es!gn!ng an e8en rec!2e change are a common 2henomenon !n the -ran s of these t6o ma3or com2an!es) =ontrar. to th!s =a -ur.@s , =an .lan an M!tchell@s -el!e8e on esta-l!sh!ng -ran s an -ran eIu!t. an therefore 2rotract!on of Iual!t. u2 to last 2oss!-le e9ten rema!ns the!r to2 2r!or!t.) Unt!l m! A&@s chocolates 6as su22ose to -e the 2ro uct of u22er an u22er m! le class segment) In 'DA; M!tchell@s +u-!lee 6as launche f!rst t!me !n Pa0!stan! mar0et at Rs);)E& 2er -ar) Due to !ts attract!8e 2ac0ag!ng, Iual!t., affor a-le 2r!ce an an !ntact me !a su22ort the -ran rece!8e un(matche rece2t!on an -ecame a success stor. !n Pa0!stan! !n ustr.) The -ran !s st!ll 8er. 2o2ular among masses an a8a!la-le !n three !fferent 2r!ce 2o!nts at Rs)%, Rs)E an Rs)'&) In earl. %&&& =a -ur.@s !ntro uce Iual!t. 2ro ucts 6!th affor a-le 2r!ce) The launch of Da!r. M!l0 (Rs)E/(", E Star (Rs)E/(", Kel8et (Rs)E/(" an Per0 (Rs);" 6!th attract!8e !s2ens!ng(ch!llers 6as the turn!ng an re8olut!onar. 2o!nt for ma0!ng chocolates the cho!ce for e8er. one) The role of =a -ur.@s for e92ans!on of chocolate mar0et !n Pa0!stan 6!ll al6a.s -e 6r!tten !n gol en 6or s)

%?

C)&''en,es3
The most common challenges to th!s !n ustr. are soar!ng 2r!ces of ra6 mater!al, h!gh e9c!se an !m2ort ut!es on ra6 mater!al, h!gh entr. -arr!er -ecause of strong mono2ol!st!c com2et!t!on an !nflu9 of chea2 !m2orte -ran through gra.(=hannels)

C&*%#r A*vertisin, Ti$e'ine t)eir 5r!*#+ts34

189: =a -ur. =ocoa *ssence -egan a 8ert!s!ng) The. h!ghl!ghte the 2ur!t. of the 2ro uct 6!th the slogan OA-solutel. 2ure, therefore -est@) 1;<< =a -ur. ga!ne the hel2 of a 2o2ular art!st =ec!l Al !n to create a ser!es of 2osters an 2ress a 8erts to a 8ert!se the!r 2ro ucts) 1;=<s4><s =a -ur. 2romote the!r 2ro ucts through the 6ar -. creat!ng the O=hocolate M.ster. Man@ character) He ga8e out free g!fts, -ut onl. !f he coul -e foun ) 1;=8 =a -ur. Da!r. M!l0 2oster cam2a!gns -egan us!ng the !con!c Oglass an half@ slogan an !mage to stress !ts h!gh m!l0 content) 1;><s =a -ur.@s status as the nat!on@s fa8or!te -ran -ecomes the most !m2ortant feature of the com2an.@s a 8ert!s!ng) 1;>8 'E&,&&& 2eo2le 6ent on the factor. tour e8er. .ear) It -egan !n 'D&% to l!n0 2eo2le more closel. 6!th =a -ur.)

%E

1;>; Dur!ng the %n >orl >ar =a -ur. Da!r. M!l0 !sa22eare ) =ocoa an chocolate 6as un er go8ernment restr!ct!on an onl. rat!one chocolate 6as sol ) 1;71 OThe Bourn8!lle Stor.@, a f!lm 2romot!ng =a -ur., 6as ma e an sho6n c!nemas aroun the countr.) 1;77 =a -ur. Dr!n0!ng =hocolate 6as one of the 8er. f!rst a s on commerc!al tele8!s!on !n th!s .ear) 1;7: =a -ur. comm!ss!one th!rteen one(m!nute f!lms sho6n as TK a 8erts) These a s escr!-e the har8est!ng of the =a -ur. chocolate !ngre !ent) 1;7;?9< 1la0e TK a 8ert!s!ng -eganC !t use the !con!c theme of a 6oman sensuall. en3o.!ng a -ar of chocolate on her o6n) 1;:<41;:@ Memora-le tele8!s!on a s ra!se the sales of =a -ur. 1ru!t J Nut an >hole Nuts -. <;Q ) 1;8> The >!s2a Bar launche !nclu !ng tele8!se a cam2a!gns featur!ng come !ans an com!c actors tal0!ng a-out the ne6 -ar) 1;;< =a -ur. >orl o2ene a T'& m!ll!on re2lacement for factor. tours) ;E&,&&& 2eo2le 8!s!te !n the f!rst .ear) 1;;9 =a -ur. -egan a T'& m!ll!on annual s2onsorsh!2 of =oronat!on Street, reach!ng an au !ence of e!ghteen m!ll!on 2eo2le)

%F

=<<: The =a -ur. OGor!lla@ a 2rem!ere , !mme !atel. -ecom!ng one of the most 2o2ular a 8erts !n recent .ear) =<<8 =a -ur. an Sch6e22es emerge , s2l!tt!ng !ts confect!oner. an =<<; Kraft ma e a sur2r!se 2ro2osal to ta0e =a -ur. o8er for T'&)%-n) r!n0s -us!ness)

PRODUCTS OF CADBURY
P&st 5r!*#+t !" C&*%#r
1A A$&Bin R&isin34
M!l0 an 2la!n chocolate co8ere nougat!ne an caramel -ar 6!th ra!s!ns'D<'('D<A 6ere the glor. a.s of the AmaB!n@ Ra!s!n -ar) >ho can forget the coc0ne. 0nees(u2 of a TK 3!ngle7 OIt@s amaB!n@ 6hat ra!s!ns can o/1ull of goo ness an !t@s all for .ou/It@s got t6o 0!n s of chocolate an caramel too/An !t@s got ra!s!ns an the.@re goo for .ou@) Tr. ment!on!ng !t to ra!s!n fans of a certa!n age an see them come o8er all 6!stful)

=A ABte+34
M!l0 an chocolate nougat!ne an caramel $ a feast of a -ar) Hugel. 2o2ular 6hen !t h!t the sho2s !n 'DF<, ABtec ma e a -!g !m2act, 6!th !s2la.s !nclu !ng a l!fe(s!Be car -oar ABtec 6arr!or !n '&&,&&& sho2s, an a la8!sh TK a f!lme at a real ABtec tem2le !n Me9!co) Alas, l!0e !ts namesa0e, th!s m!ght. -ar 6as conIuere !n the earl. <&s, ma0!ng 3ust a -r!ef rea22earance !n %&&& $ 6!ll !ts l!0e e8er -e seen aga!nW

%<

>A B!!st C!+!n#tC B!!st Pe&n#t34

M!l0 chocolate co8ere -ar 6!th a toaste coconut an caramel centre) ('DAE(

'DD?")=aramel an 2eanut -ar co8ere !n m!l0 chocolate) ('DAD('DD?" :aunche !n 'DAE, the m!ght. Boost e8ol8e o8er t!me 6!th 8ar!ous 8ers!ons on sale !nclu !ng =oconut Boost an Peanut Boost) %&&; e8en sa6 a Boost featur!ng the caffe!ne(r!ch Guarana -err. a22ear!ng on the shel8es, as 6ell as a Boost Glucose for e9tra energ.) K!c Ree8es an Bo- Mort!mer@s much(lo8e :one Ranger a (com2lete 6!th surreal stra2 l!ne O!t@s sl!ghtl. r!22le 6!th a flat un ers! e@" 6as a class!c of !ts t!me) 1!8e Bo.s M!l0 =hocolate)

@A Mi'( +)!+!'&te %&r34

:aunche !n 'D&% !t 6as once the most famous chocolate -ar !n the 6orl , 6!th !ts f!8e 2!ctures of a f!8e(.ear(ol la calle :!n sa. Poulton sho6!ng emot!ons from Des2erat!on (no chocolate", to Real!Bat!on (f!n !ng out he@s got 1r.@s =hocolate") A22arentl. at the 2hoto sess!on, :!n sa. 6asn@t loo0!ng m!sera-le enough for the f!rst 2hoto, so h!s father (the 2hotogra2her" t!e a cloth soa0e !n nast. smell!ng ammon!a roun h!s nec0 to ach!e8e the ODes2erat!on@ faceU The -ar 6as ret!re !n 'D<F) 7A Fr s Five Centers 1!8e assorte fru!t fla8ore crNmes) If .ou@8e tr!e 1r.@s =hocolate =rNme, !mag!ne a -ar l!0e that -ut 6!th f!8e !fferent fla8ore f!ll!ngs7 ras2-err., l!me, 8an!lla, coffee an orange) #ou@re !mag!ng 1r.@s 1!8e =enters, 6h!ch launche !n 'D;? -ut 6ent to the great con8e.or -elt !n the s0. !n 'DD%) 1use Ra!s!ns, 2eanuts, cr!s2. cereal an fu ge 2!eces fuse !n el!c!ous =a -ur. m!l0 chocolate)

%A

1use e92lo e !nto the UK mar0et2lace on OTues a.@ %?th Se2tem-er 'DDF) It 6as a chocolate -ar 6!th a !fference $ !nstea of ha8!ng a chocolate coat!ng on the outs! eC the .umm. !ngre !ents 6ere sus2en e r!ght the 6a. through !t) ?& m!ll!on -ars 6ere sol !n the f!rst 6ee0, an 6!th!n e!ght 6ee0s !t 6as the UK@s fa8or!te@s confect!oner.) Alas, ten .ears later an 1use f!BBle off the shel8es, -ut !t@s fon l. remem-ere to th!s a.)

9A Ins5ir&ti!ns34 Te9ture fru!t fla8ore centers co8ere !n m!l0, 6h!te an ar0 chocolate)

Ins2!rat!ons launche !n 'DAD, !n a carton 6!th sl! !ng ra6ers) In!t!all. h!ghl. successful, !t 6as ret!re !n 'DDA) :A L#+( N#$%ers34 In 'DEA =a -ur. launche a ne6 assortment of che6. s6eets, some co8ere !n chocolate an some not) These :uc0. Num-ers each ha an !n !8! ual num-er on the 6ra22er, hence the name) The -ran 6as ret!re !n 'DFA) 8A Mi'( Tr& B&r34 *!ght M!l0 Tra. =hocolates, !n a -ar) Imag!ne a -o9 of M!l0 Tra. =hocolates) No6 !mag!ne 2!c0!ng e!ght of the most 2o2ular chocolates $ 0ee2!ng the!r !st!nct!8e sha2es $ an 2utt!ng them !n a -arU The M!l0 Tra. Bar ha a cult follo6!ng -ac0 !n the 'D<&s an 2eo2le st!ll rem!n!sce a-out !t to th!s a.) It 6as or!g!nall. launche !n 'D?< an 6as a fa8or!te through to 'DA') ;A S(i55 34 M!l0 chocolate 6!th caramel an 6afer centre launche !n 'DF&)

%D

OIt@s got a crunch !n the -!scu!t an a munch !n the m! le@) A class!c 'DF&s TK a for S0!22. sho6s a S6!ng!ng :on on cou2le gett!ng off the!r scooter an go!ng !nto a tren . coffee -ar to 2!c0 u2 the!r S0!22.)

TODAYS PRODUCTS OF CADBURY

1A C&*%#r Ce'e%r&ti!n C&(e Dit) B#tt!ns34 Ma0e .our cele-rat!ons reall. s2ec!al 6!th a el!c!ous chocolates treat) 1rom the !n ulgent 1la0e =ele-rat!on =a0e to the =a -ur. Buttons Part. =a0e) =a -ur.Gs ranges of Part. =a0es are 2erfect for an. s2ec!al occas!on) =A C&*%#r H!t C)!+ C)#n(s34 =a -ur. Da!r. M!l0 un8e!ls a .umm. !n8ent!on 6h!ch heral s a ne6 a6n for hot chocolate lo8ers7 Hot =hoc =hun0sU) The chun0s of real chocolate melt !nto m!l0 to ma0e a smooth el!c!ous cream. treatU =a -ur. Hot =hoc =hun0s !s no6 1a!r(tra e cert!f!e ) >A C&*%#r C'#sters34 =a -ur. =lusters are tast. treats of crunch. fla0es an 3u!c. ra!s!ns tum-le !n scrum2t!ous =a -ur. m!l0 chocolate) The.Gre 6on erfull. o loo0 o , taste 6on erfulU !n %&&D, the.Gre no6 >hether .ou fanc. a a.t!me n!--le to cheer .ou u2, a l!ttle -!t of e8en!ng !n ulgence or a -ag to share 6!th fr!en s $=a -ur. =lusters are ! ealU :aunche a8a!la-le across the UK)

;&

@A C&*%#r Pi+ni+34 =r!s2. 6afer an che6. caramel co8ere !n 2eanuts, ra!s!ns an =a -ur. m!l0

chocolate) P!cn!cGs -een go!ng s!nce 'DEA an .ouGll st!ll f!n !ts no-l. goo ness !n a sho2 near .ou) Pro-a-l. one of the most memora-le cam2a!gns for the -ran 6as one 6h!ch feature a camel calle =al8!n 6h!ch 6as s!ng!ng a song a-out the Gche6G of the -ar) In Austral!a !tGs mar0ete as -e!ng G el!c!ousl. ugl.GU Ho6 ru eU E" D&ir $i'(34 The stor. of =a -ur. Da!r. M!l0 starte 6a. -ac0 !n 'D&E at Bourne8!lle, U)K), -ut the 3ourne. 6!th chocolate lo8ers !n In !a -egan !n 'D?A)The 2ure taste of =a -ur. Da!r. M!l0 !s the taste most In !ans cra8e for 6hen the. th!n0 of =a -ur. Da!r. M!l0) The 8ar!ants 1ru!t J Nut, =rac0le an Roast Almon , com-!ne the class!c taste of =a -ur. Da!r. M!l0 6!th a 8ar!et. of !ngre !ents an are 8er. 2o2ular amongst teens J a ults) Recentl., =a -ur. Da!r. M!l0 Desserts 6as launche , s2ec!f!call. to cater to the urge for Gsometh!ng s6eetG after meals) =a -ur. Da!r. M!l0 has e9c!t!ng 2ro ucts on offer ( =a -ur. Da!r. M!l0 >o6!e, chocolate 6!th D!sne. characters em-osse !n !t, an =a -ur. Da!r. M!l0 % !n ', a el!ghtful com-!nat!on of m!l0 chocolate an 6h!te chocolate) G!8!ng consumers an e9c!t!ng reason to 0ee2 com!ng -ac0 !nto the fun f!lle 6orl of =a -ur.) 9A Ge$s34 :aunche !n 'DFA, =a -ur. Gems has ca2ture the fanc. of ch!l ren for more than ? eca es no6) Su22orte -. a num-er of 2o2ular TK=s s!nce the *!ght!es, Gems !s un!Iuel. 2os!t!one -ecause of !ts chocolate taste, colorful -uttons an mult!2l!c!t.) The taste an fun assoc!ate 6!th eat!ng =a -ur. Gems an the 3o. of shar!ng !t 6!th fr!en s has also ma e the -ran a source of nostalg!a for ol er consumers) S!m2l. 2ut, eat!ng Gems -r!ngs ha22!ness, fun an m!sch!ef to a 0! Gs 6orl ) >h!ch !s 6h., =a -ur. Gems has al6a.s ha

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1un an Mast! as the 2ro2os!t!on !n all !ts commun!cat!on) Gems, a8a!la-le !n a Pouch an a =arton, are also a8a!la-le !n a Re) ' 2ouch) A gem has cont!nuousl. -een rele8ant an e9c!t!ng for consumers 6!th sal!ent

messag!ng, contem2orar. 2ac0ag!ng gra2h!cs, 2ac0 !nno8at!ons an consumer 2romot!ons) In Decem-er %&&&, the Gems Tu-e Pac0 6!th a fl!2(to2 6as launche , 6h!ch -ecame an !nstant h!t 6!th 0! s) In succee !ng .ears, the Tu-e Pac0 has cont!nue to e9c!te 0! s 6!th !fferent -all games on !ts fl!2(to2) <" BOURNIVITA34 =a -ur. 6as !ncor2orate !n In !a on +ul. 'Dth, 'D?A as a 2r!8ate l!m!te com2an. un er the name of =a -ur.(1r. (In !a") =a -ur. Bourn8!ta 6as launche ur!ng the same .ear) It !s among the ol est -ran s !n& the Malt Base 1oo / Malt 1oo categor. 6!th a r!ch her!tage an has al6a.s -een 0no6n to 2ro8! e the -est nutr!t!on to a! gro6th an all roun e8elo2ment) Throughout !ts h!stor., =a -ur. Bourn8!ta has cont!nuousl. re(!n8ente !tself !n terms of 2ro uct, 2ac0ag!ng, 2romot!on J !str!-ut!on) The =a -ur. l!neage an r!ch -ran her!tage has hel2e the -ran ma!nta!n !ts lea ersh!2 2os!t!on an !mage o8er the last E& .ears) 8A CADBURY ECLAIRS34 Pcla!rs 6as f!rst !sco8ere -. a local confect!oner. f!rm !n :on on, *nglan !n the 'DF&s) The f!rm then -ecame 2art of =a -ur. !n 'D<'ma0!ng =a -ur. Pcla!rs the secon largest -ran !n the com2an.) The e92er!ence of eat!ng a =a -ur. Da!r. M!l0 Pcla!r !s trul. un!Iue -ecause of !ts cream. caramel e9ter!or an r!ch =a -ur. Da!r. M!l0 chocolate at the center) In %&&F =a -ur. Da!r. M!l0 Pcla!rs launche crunch. Pcla!rs 6!th a har caramel outs! e an =runch) el!c!ous =a -ur. Da!r. M!l0 chocolate !ns! e calle =a -ur. Da!r. M!l0 Pcla!rs

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CADBURY TOMMORRO/
The =a -ur. ne6 2ro uct e2artment ma. not -e staffe -. m.ster!ous el8es or 2eo2le 6ho 6a8e mag!c 6an s -ut !t@s e8er. -!t as mag!cal) >e em2lo. the 8er. -est ne6 2ro uct 2eo2le !n the -us!ness an the. s2en all the!r 6or0!ng hours !n8ent!ng, e92er!ment!ng an 2la.!ng 6!th chocolate, an com!ng u2 6!th all sorts of 6e!r an 6on erful ! eas) A great man. of these ! eas 6!ll ne8er go further than someone@s es0C -ut the most el!c!ous 6!ll en u2 on the shel8es of .our local sho2) Our ne6 2ro uct teams come from man. !fferent -ac0groun s) Some of them are master chocolates, some come from a 2rofess!onal cater!ng -ac0groun , an that -or ers on o-sess!on) others are sc!ent!sts) But the.@8e all got someth!ng !n commonC a lo8e an un erstan !ng of chocolate

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MARKETING STRATEGIES

Me&nin,34
X X The mar0et!ng strateg. !s the means of ach!e8!ng the cor2orate o-3ect!8es) It g!8es messages to the sta0ehol ers, or 2u-l!cs) It sa.s7 MTh!s !s 6here 6e are go!ngM, an M>hen 6e 6!ll get thereM, an MTh!s !s our stanceM)

T 5es !" M&r(etin, Str&te, 34

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X X

One of the most fun amental !ssues 6h!ch a com2an. must ec! e on !s the t.2e of There are three -as!c mar0et!ng strateg!es 6h!ch an. com2an. can follo67 Un !fferent!ate mar0et!ng D!fferent!ate mar0et!ng =oncentrate mar0et!ng)

mar0et!ng strateg., or a22roach, that the. 6!ll a o2t)

Un*i""erenti&te* M&r(etin,3

Here there !s a stan ar , unchange 2ro uct an a stan ar , unchange mar0et!ng effort) Th!s strateg. can re uce costs (e)g) mar0et!ng, 2ro uct!on" -ut 6!ll encounter 6astage !n 2romot!onal act!8!t. an 2oss!-l. !n !str!-ut!on)

Di""erenti&te* M&r(etin,
Here the com2an. segments !ts mar0ets an offers mo !f!e 2ro ucts to !fferent segments) The mar0et!ng m!9 elements 6!ll also -e mo !f!e to su!t the reIu!rements of the chosen segments)

C!n+entr&te* M&r(etin,
Here the total mar0et!ng effort !s a!me at one mar0et segment)

;E

Th!s strateg. !s reall. a!me at the e92lo!tat!on of a l!m!te mar0et area an ten s to -e use -. those com2an!es 6ho ha8e h!ghl. s2ec!al!se 2ro ucts) It !s Mn!che mar0et!ngM -. another name)

It !s common for organ!sat!ons 6!th a !8erse 2ro uct range to use a +!$%in&ti!n !"

&'' t)ree str&te,ies for !fferent 2arts of the!r 2ro uct m!9

M&r(etin, Str&te,ies !" C&*%#r s

In or er to !ncrease sales =a -ur.s nee s to un erta0e range of mar0et!ng act!8!t!es -efore ec! !ng u2on the -est 6a. to encourage the 2urchase of !ts 2ro uct) >hen ! ent!f.!ng the -as!c 2r!nc!2als 6h!ch =a -ur.s must a22l. to !ts mar0et!ng 6!ll -e !ts -as!c o-3ect!8es -ecause all -us!ness must ha8e o-3ect!8es !t allo6s them to !ncrease sales an ma0e 2rof!t) =or2orate a!ms are the long term !ntent!ons of a -us!ness, 6hereas cor2orate o-3ect!8es are the s2ec!f!c targets reIu!re to ach!e8e the a!ms) The common a!m an o-3ect!8es of the cor2orat!on such as =a -ur. !nclu es the follo6!ng7 ') Sur8!8al %) Prof!t ma9!m!Bat!on( 6h!ch !s often ta0en to -e the reason 6h. f!rms *9!sts an to -e the 2r!mar. o-3ect!8es !n 2ract!ces most f!rms ha8e h!erarch. of o-3ect!8es 6hen a f!rms sur8!8al !s threaten !t ma. Prof!t ma9!m!Be !n or er to restore !ts f!nanc!al health) ;) Gro6th( 6h!ch !nclu es =a -ur. sell!ng ne6 2ro ucts or e92an !ng O8erseas)

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?) D!8ers!f!cat!on( 6h!ch !s the s2rea !ng of -us!ness r!s0s -. re uc!ng e2en ence on one 2ro uct) E) Sales ma9!m!Bat!on( 6h!ch !s the !ncreas!ng of sales F Im2ro8!ng the 2ro uct !mage(6h!ch !nclu es creat!ng a ne6 logo or launch!ng a ne6 -ran of 2ro uct an creat!ng more attract!8e 2ac0ag!ng)

1or e9am2le, =a -ur. set out t6o o-3ect!8es for the e8elo2ment of the!r chocolate, 1use) These 6ere7 ') To gro6 the mar0et for chocolate confect!oner. %) To !ncrease =a -ur.Gs share of the snac0!ng sector

>hen launch!ng a 2ro uct the com2an. =a -ur.@s ha to ma0e sure that an. ne6 2ro uct !n the sna0!ng sector must esta-l!sh 2o!nt@s of !fference, creat!ng a un!Iue sell!ng 2ro2os!t!on (USP" !)e) a 2ro uct 6!th un!Iue a22eal 6h!ch !s not share -. an. of !ts com2et!tors) Referr!ng -ac0 to the e9am2le of 1use, =a -ur. lost a lot of mone. test!ng out the com-!nat!on of 8ar!ous !ngre !ents an more than %E&6ere com-!ne -efore the rec!2e of the chocolate 6as f!nal!Be ) As the 2ro ucts are e8elo2e , =a -ur. tests them to ensure that consumers are 6!ll!ng to -u. them) =a -ur. then 2romotes !ts 2ro ucts !n 8ar!ous 6a.s such as the use of a-o8e the l!ne 2romot!on, 6h!ch !s 6here a 2ro uct !s a 8ert!se tele8!s!on, magaB!nes, ne6s2a2ers an ra !o) through consumer me !a such as

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CADBURY INDIA TARGETS THE ADULT SEGMENT /ITH CADBURYS DAIRY MILK34
=a -ur. In !a uses emot!onal a22eals !n a 8ert!s!ng) The a 8ert!sements focuse on the relat!onsh!2 -et6een the 2arents an the!r ch!l ren, 6here 2arents e92resse the!r lo8e -. g!ft!ng the ch!l a Da!r. M!l0)

CADBURY INDIA /ANTS TO GET IN ROOT OF OUR TRADITION34

If .ou can recall a 8ert!se 6h!ch !s no6 -e!ng freIuentl. 2la.e !n our ra !o stat!on an TK channels 4M!tha ha! 0hana aa3 Pehl! Tar!0h Ha!5) Means C&*%#r $&r(etin, str&te, in In*i& 6ants to get !n root of our tra !t!on)

*arl!er !f .ou can remem-er 6hen 6e ha8e f!rst a. of salar. 6e -r!ng some s6eets to our home) St!ll most of fam!l. follo6s th!s tra !t!on soC C&*%#r )&s t&r,ete* t)is &re& n!D % its !Dn +re&tive $&r(etin, st 'e---

;A

>hen .ou get 2ass 6hat .ou oW (>e 6!ll ha8e common ans6er M2a! e 0h!laoM, g!8e s6eets to all to e92ress ha22!ness" )) Remem-er the a 8ert!se MPAPPU PASS HO GA#AM N!D C&*%#r D&nts !#r tr&*iti!n&' sDeets t! its EC&*%#r C)!+!'&tesE Another one e9am2le of C&*%#r $&r(etin, str&te, ))) >hat .ou -r!ng on Ra0sha-an hanW >hat .ou -r!ng on D!6al!W Aga!n common ans6er MM!tha!M,Ms6eets5, >hat =a -ur. 6antsW =a -ur. 6ant us to re2lace th!s Mm!tha!M 6!th M=a -ur. cele-rat!on chocolatesM) The!r slogan !s M0uch m!tha ho +a.eM means 6hen .ou 6ant to eat s6eets go for =a -ur. 7") In =ollege cam2us !t !s ee2 route no6)) Peo2le use to -et for a!r. m!l0s, E(stars) =a -ur. has l!n0e !ts -ran 6!th 1r!en sh!2 a., 8alent!ne a., mother@s a., father@s a. an man. other a.s) =a -ur. has also entere !nto a strateg!c all!ance 6!th 1ace -oo0 an Or0ut to further 2romote the core message of the -ran ) =a -ur.@s has create a 1ace-oo0 a22l!cat!on that urges all 1ace -oo0 mem-ers to sen !n8!tat!on to the!r near J ear ones for 6hat the. 6!sh to ha8e th!s D!6al!) Th!s !nno8at!8e mar0et!ng tool re8ol8es aroun the central theme of the D!6al! =ele-rat!ons A =am2a!gn, FIss DiD&'i A&5 Kise K)#s) K&ren,e G@ =a -ur.@s has e9ten e !ts mar0et!ng strateg. to the !nternet s2ace an has launche an !nno8at!8e J !nteract!8e 6e-s!te DDD-$eet)&$!$ents-+!$ 6here!n one can e92er!ence the meetha thought 8!a sen !ng of 2ersonal!Be e(greet!ngs to the!r fr!en s J fam!l.) It also allo6s 8!s!tors to 8!e6 the latest commerc!als, l!sten to the ra !o s2ots from =a -ur. an also f!n a l!n0 onto other !nternet a22l!cat!ons)

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F#t#re Str&te,
In the -ran e !m2ulse mar0et, the share of chocolate !n F)FQ an =a -ur.@s share !n the !m2ulse segment !s ?)AQ factor l!0e chang!ng att!tu e, h!gher !s2osa-le !ncome, a large .outh 2o2ulat!on, an lo6 2enetrat!on of chocolate (%%Q of ur-an 2o2ulat!on" 2o!nt to6ar s a -!g o22ortun!t. of !ncreas!ng the share of chocolate !n the -ran e !m2ulse among the costl. alternat!8e !n the -ran e !m2ulse mar0et)

It a22ears that com2an. !s l!0el. to 2la. the 8alue game to e92an the mar0et encourage -. the recent success of !ts lo6 2r!ce O8alue for man. 2ac0s@) Kar!ous measures are un erta0en !n all areas of o2erat!on to create 8alue for the future) Ne6 channel of mar0et!ng such as g!ft!ng an ch!l connect!8!t. an lo6 en 8alue for mone. 2ro uct for e92an !ng the consumer -ase ha8e -een ! ent!f!e ) In terms of manufactur!ng management focus !s on o2t!m!B!ng manufactur!ng eff!c!enc!es an creat!ng a 6orl class manufactur!ng locat!on for =DM (=a -ur. Da!r. M!l0" an Pcla!rs) The com2an. !s to a. the secon Sch6e22es !n the 6orl ) -est manufactur!ng locat!on of =a -ur.@s

*ff!c!ent sourc!ng of 0e. ra6 mater!al !)e) coca through for6ar 2urchase of !m2orts, h!gher

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local consum2t!on -. enter!ng long term contract 6!th farmer an un erta0!ng efforts !n e92an !ng local coca area e8elo2ment) The !n!t!at!8es !n the terms of e8elo2ment a long term omest!c coca a sourc!ng -ase 6oul f!el ma9!mum ga!ns 6hen commo !t. 2r!ces start mo8!ng u2)

X Use of !t to !m2ro8e log!st!c an

!str!-ut!on com2et!t!8eness)

X Ut!l!B!ng mass me !a to create an ma!nta!n -ran s)

X *92an the consumer -ase) The com2an. has a e A m!ll!on ne6 consumer !n the current .ear an ho6 has consumer -ase of F& m!ll!on although the gro6th !n a-solute num-ers !s lo6er than targete , the com2an. has -een a-le to !ncrease the 6! th of !ts consumer -ase through launch of lo6 2r!ce 2ro ucts)

X Im2ro8!ng !str!-ut!on Iual!t. -. a ress!ng !ssues of 2ro uct sta-!l!t. -. !nstallat!on of 8!s!t coolers at se8eral outlets) Th!s 6oul -e reall. effect!8e !n ma!nta!n!ng consum2t!on !n summer, 6hen sales usuall. !2 ue to the fact that the heat effects 2ro uct Iual!t. an there-. consum2t!on)

X The a-o8e are some ste2s -e!ng ta0en !nternall. to !m2ro8e future o2erat!on an 2rof!ta-!l!t.) At the same t!me the management !s also a6are of e9ternal changes ta0!ng 2lace !n the com2et!t!8e en8!ronment an !s ta0!ng ste2s to rema!n com2et!t!8e !n the future en8!ronment of free !m2orts, lo6er -arr!er to tra e an the a 8ent of all glo-al 2la.ers !n to the countr.) The management !s not un ul. concerne a-out the huge eluge of !m2orte chocolate -ran s !n the mar0et 2lace)

It !s of the 8!e6 that s!Be of th!s !m2orte 2rem!um mar0et !s small to threaten !ts o6n 8olumes or sales !n fact, the com2an. loo0s at the tree !m2ortant as an o22ortun!t., 6here !t

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coul o2t!mall. use the glo-al =a -ur. Sch6e22es 2ortfol!o) The com2an. 6oul -e a-le to not onl. 2ro8! e greater 8ar!et., -ut !t 6oul also -e more cost effect!8e to test mar0et ne6 2ro uct as 6ell as !m2ro8e s2ee of res2onse to change !n consumer 2reference through !m2orts) The onl. concerns that the com2an. has !n th!s regar !s the current h!gh le8el of ut!es, 6h!ch l!m!t the o22ortun!t. to launch 8alue for mone. 2ro ucts)

S/OTS ANALAYSIS OF CADBURY

1A Stren,t)s34
X The com2an. has an alrea . large esta-l!she -us!ness !n the In !an mar0et) S!nce'A%?, the com2an. has esta-l!she !tself as a 6orl lea er !n the confect!onar. mar0et) It has o2erate !n In !a s!nce 'D?A) In In !a !t has a-out <&Q of the confect!onar. mar0et) In l!ne 6!th !ts 8!s!on, the com2an. has -een str!8!ng to Bethe 6orl lea er !n the confect!onar. !n ustr.) Through !nno8at!on an strateg!c mar0et!ng, the com2an. has acIu!re a-out '&Q of the 6orl confect!onar. mar0et (:aura, %&&A") X The com2an. has goo mar0et re2utat!on) >!th strong -ran s !n the mar0et, the com2an. !s 6ell 2os!t!one !n the mar0et) In the In !an mar0et =a -ur.s has str!8e to -u!l a goo mar0et re2utat!on) Th!s has 6or0e 2os!t!8el. for !ts 2ro ucts) It !s on th!s goo re2utat!on

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that the mar0et can em-ar0 on !ntro uc!ng the ne6 -ran !n the mar0et) =a -ur. In !a 6as ran0e the Eth most res2ecte In !an com2an. -. Bus!ness 6orl magaB!ne !n %&&< (:aura, %&&A") X The target mar0et !s also Iu!te large) >!th the female 2o2ulat!on mar0et!ng more than EF 2ercent of the In !an 2o2ulat!on, there !s a 6! e target mar0et for the 2ro uct) The In !an chocolate mar0et has -een recor !ng gro6th !n the recent 2ast an there are future 2ros2ects of gro6th) Therefore the target mar0et !s slo6l. e92an !ng (=a -ur., %&&A")

=A /e&(ness34
X The target 2o2ulat!on !s Iu!et large an there are fears the eman for the 2ro uct ma. out o the ca2ac!t. of the com2an. to sat!sf. the eman s of the mar0et) It !s st!ll not clearl. esta-l!she the rate of gro6th of the 2ro uct !n the mar0et -ut there are e92ectat!on that the 2ro uct 6!ll recor a h!gh gro6th rate) Th!s means that the com2an. 6!ll nee to !ncrease !ts 2ro uct!on ca2ac!t. !n or er to match the rate of gro6th of the mar0et (:aura, %&&A")

X The com2an. has not -een a-le to esta-l!sh a !str!-ut!on net6or0 !n the countr. that matches the %&&A") X Ban0!ng on the success of the other -ran s !n the mar0et ma. ha8e negat!8e effects on the !ntro uct!on of the ne6 -ran !n the mar0et s!nce the 2ro ucts 6!ll -e target!ng !fferent mar0ets (=a -ur., %&&A") eman s of the mar0et) In th!s case the com2an. has not esta-l!she ue to !nfrastructural a !str!-ut!on net6or0 to the !nter!or e8elo2ment !ssues (=a -ur.,

>A O55!rt#nities34

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X There com2an. !s !ntro uc!ng the -ran !n a less com2et!t!8e mar0et) Th!s !s un!Iue o22ortun!t. for the com2an.) A more com2et!t!8e mar0et -ecomes !ff!cult to !ntro uce a ne6 -ran -ecause there are alrea . other com2an!es@ 6h!ch are l!0el. to -r!ng !n com2et!t!on (=a -ur., %&&A")

X The com2an. can !ntro uce the 2ro uct !n the mar0et !n un!Iue 6a.) >!th the gro6!ng !m2ortance of -eaut. sho6s, the com2an. can host -eaut. com2et!t!on !n or er to hel2 the target mar0et ! ent!f. 6!th the 2ro uct) Th!s 6!ll !ntro uce the 2ro uct !n the mar0et !n un!Iue 6a.) The com2an. can also host other e8ents l!0e s2orts or engage !n cor2orate soc!al res2ons!-!l!t. act!8!t!es l!0e g!rl ch!l e ucat!on to hel2 the target mar0et ! ent!f. 6!th the 2ro uct more (:aura, %&&A")

X The com2an. can use a 6! e range of mar0et!ng strateg!es 6h!ch 6!ll lea to the o8erall gro6th of the 2ro uct !n the mar0et) The In !an a 8ert!s!ng mar0et has -een gro6!ng at a ra2! rate 6h!ch means there 6!ll -e an arra. of o22ortun!t!es for the gro6th of the mar0et) There are man. a 8ert!s!ng strateg!es for the com2an. !n the In !an mar0et (=a -ur., %&&A")

@A T)re&ts
X There !s threat of entr. of other 2ro ucts !n the mar0et) In th!s case there are threats of entr. of ne6 2ro ucts !n the mar0et 6h!ch 6!ll !ncrease the le8el of com2et!t!on !n the mar0et) There are other com2an!es 6h!ch are l!0el. to !ntro uce the same 2ro ucts !n the mar0et once there !s success of the !n!t!al 2ro uct (=a -ur., %&&A") X There !s a threat of change of the current e9ternal en8!ronment 6h!ch !s l!0el. to alter the nature of the mar0et) 1or e9am2le change !n the ta9!ng reg!me, Go8ernment la6s regulat!ng the !n ustr., an (=a -ur., %&&A") other factors 6h!ch are l!0el. to !m2act negat!8el. on the !n ustr.

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7 PS O" C&*%#r

' ( PRODUCT
The a8erage com2an. 6!ll com2ete for customer -. conform!ng to h!s e92ectat!on cons!stentl.) But the 6!nner 6!ll sur2ass them -. constantl. e9cee !ng h!s e92ectat!on, el!8er!ng to h!s oor ste2 a !t!onal -enef!ts 6h!ch he 6oul ne8er ha8e !mag!ne ) =a -ur.@s offer such 2ro uct) The 6! e 8ar!et. 2ro ucts offere -. the com2an. !nclu e7 I) =hocolate J =onfect!onar. '" Da!r. M!l0 %" 1ru!t J Nut ;" E Star ?" Brea0 E" Per0

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F" Gems <" Pcla!rs A" Nutt!es D" Tem2tat!on '&" M!l0 Treat

II) Bever&,es III) F!!* Drin(s '" Bourn 8!ta %" Dr!n0!ng chocolate ;" =ocoa

% $ Pri+in,
Ma0e no m!sta0e) Secon P of mar0et!ng !s not another name for -l!n l. lo6er!ng 2r!ces an rel.!ng on th!s strateg. alone to !ncrease sales ramat!call.) The strateg. use -. =a -ur.@s !s for match!ng the 8alue that customer 2a.s to -u. the 2ro uct 6!th the e92ectat!on the. ha8e a-out 6hat the 2ro uct!on !s 6orth to them) =a -ur.@s has launche 8ar!ous 2ro ucts 6h!ch cater to all customer segments) So e8er. customer segment has !fferent 2r!ce e92ectat!on from the 2ro uct) Therefore ma9!m!B!ng the returns !n8ol8es ! ent!f.!ng r!ght 2r!ce le8el for each segment, an then 2rogress!8el. mo8!ng through them) Da!r. M!l0 Rs) 'E Per0 Rs) '&

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E Star Rs) '& 1ru!t an Nut Rs) %% Gems Rs) '& Brea0 Rs) E Nutt!es Rs) 'A Bourn8!ta (E&& gm" Rs) '&? Dr!n0!ng chocolate Rs) E&)

; 4 P) si+&' Distri%#ti!n H IP'&+e0

D!str!-ut!on *Iu!t.7 It ta0es much more t!me an effort to -u!l , -ut once -u!lt, !str!-ut!on eIu!t. !s har to ero e) The fun amental a9!om of In !an consumer mar0et !s th!s7 #ou can set u2 a state(of $the(art manufactur!ng fac!l!t., h!re the hottest strateg!es on the -loc0, s6am2 2r!me tele8!s!on 6!th -est A s, -ut the en of !t all, .ou shoul 0no6 ho6 to sell .our 2ro ucts) The car !nal tas0 -efore the In !an mar0et !n manag!ng !s to shoe(horn !ts 2ro uct on reta!l shel8es) Bu.ers are 2a.!ng for !str!-ut!on eIu!t. not -ran eIu!t. an mar0et shares) In !a $ ' -!ll!on 2eo2le, 'EE m!ll!on househol has o8er ? m!ll!on reta!l outlets !n E;E' ur-an mar0ets an EE%<%E 8!llages, s2rea cross ;)%A m!ll!on sI) 0m) tele8!s!on has alrea . 2r!me an 2o2ulat!on for consum2t!on, an the mar0eter 6ho can get to the to the consumer ahea of com2et!t!on 6!ll g!8e a har $ to $ o8erta0e lea ) But gett!ng the!r means manag!ng 6!l l. !fferent terra!ns(cl!mate, language, 8alue s.stem, l!fe st.le, trans2ort an commun!cat!on net6or0) An .our -ran eIu!t. !sn@t go!ng to hel2 6hen !t comes to tac0l!ng these !ssues) O6n !str!-ut!on net6or0 cons!st of clear!ng an for6ar !ng (=J1" agents J !str!-ut!on stoc0!est) Th!s net6or0 of !str!-ut!on can e!ther contact 6holesalers an 6h!ch !n turn reta!lers or the !str!-utors can contact to the reta!lers !rectl.) Once the stoc0 2ro uct reaches reta!lers, the 2ros2ect!8e customers can ha8e access to the ?<

2ro uct) =a -ur.@s

!str!-utes the 2ro uct !n the manner state

a-o8e)

=a -ur.@s

!str!-ut!on net6or0 has e92an e from 'DD& !str!-utors last .ear to %'&& !str!-utors an ?,E&,&&& reta!lers) Bes! e use of TI to !m2ro8e log!st!cs, =a -ur. !s also attem2t!ng to !m2ro8e the !str!-ut!on Iual!t.) To a ress the !ssue of 2ro uct sta-!l!t., !t has !nstalle 8!s!t colors at se8eral outlets) Th!s hel2s !n ma!nta!n!ng consum2t!on !n summer 6hen sales usuall. ro2s ue to the fact that the heat affects 2ro uct Iual!t. an there-. off ta0es) :oo0!ng at the lo6 2enetrat!on of the chocolate, a !str!-ut!on e92ans!on 6oul !tself -e!ng !ncremental 8olume) The other reason !s arch r!8al Nestle reaches more than a m!ll!on reta!lers) Th!s !ncrease !n !str!-ut!on !s go!ng to -e accom2an!e -. re uct!on !n channel costs) =a -ur.@s mar0et!ng costs, at 'AQ of total costs, !s much h!gher than NestlY@s '%Q or e8en 2ure sugar confect!oner. ma3or Parr.@s ''Q) The com2an. !s loo0!ng to re uce th!s 2ar!t. le8el) At =a -ur., the. -el!e8e that sell!ng confect!oner. !s !t l!0e sell!ng soft r!n0s)

? ( Pr!$!ti!n
*ffect!8e a 8ert!s!ng !s rarel. hector!ng or lou l. e92l!c!tZ) It often -oth attracts an generates arm feel!ngs) More often than not, a successful cam2a!gn has a stronger element of the une92ecte a Iual!t. that goo a 8ert!s!ng shares 6!th much 6orth6h!le l!terature) To 2enetrate !nto the !nner recesses of customer memor., commun!cat!on must f!rst ensure e92osure, gra- h!s attent!on e8o0e h!s com2rehens!on, gra- h!s acce2tance an then e9tract retent!on com2et!ng 6!th thousan s of other un!ts of commun!cat!on tr.!ng to o the same) 1!n !ng sho6e that the a ults felt too consc!ous to -e seen consum!ng a 2ro uct actuall. meant for ch!l ren) The strateg!c res2onse a resses the emot!onal a22eal of the -an to the ch!l 6!th!n the a ult) Naturall., that 2ro uce 3ust the 8alue 8acuum that =a -ur. 6as loo0!ng to f!ll) Thereafter !t 6as the 3o- of the a 8ert!s!ng to commun!cate customer the 6on erful feel!ng that he coul e92er!ence -. re( !scours!ng the careful, unself!sh consc!ous, 2leasure $ see0!ng ch!l 6!th!n h!m $ an graft these feel!ng onto the A cam2a!gn l!0e 4Khane >alon Ko Khane Ka Bahana =hah!.e5 for =MD an 4Tho ! S! Pet Poo3a $ Ka-h! Bh! Kah!n Bh!5 for Per0 ha8e -een sure shot 6!nner 6!th the au !ence) ?A

>h!rl 6!th the ne6 launche tem2tat!ons 6!th the slogan 4Too To Share5 the commun!cat!on resol8es aroun the reluctance of a 2erson 6ho@s got the!r han on a -ar of tem2tat!on to let an.one else to ha8e a -!te) As 6ell as out oor an ra !o a s, a agenc. contract has create commun!cat!on for c!nemas an e8en ATM mach!nes for the -ran )

All I=I=I@s ATM a message flashes on the screen as soon as customer !nserts h!s ATM car ) It tells the customer that th!s 6oul -e goo t!me to get out of h!s tem2tat!on s!nce he/she !s -oun to -e alone) Someth!ng fam!l!ar !s 2lanne for 2hone(-oo0 as 6ell) In c!nemas, =a -ur. has a message on(screen 3ust -efore the l!ghts are !mme to g!8e them a chance to get the!r tem2tat!ons) There 6!ll also -e after !nner sam2l!ng !n restaurants $ to -eg!n 6!th, ;& catter!es !n Mum-a! ha8e -een selecte ) The ne9t roun of act!8!t. 6!ll !nclu e the 6afer(chocolate Per0 an the P!cn!c -ar, 6h!ch has face 2ro-lems 6!th !ts taste, -ecause of the 2eanut !t conta!ns) M!l0 treat has also -een launche !n a mo ule -ar form, 3ust !n t!me of D!6al! g!ft!ng mar0et) Pcla!rs has got 2otent!al for much 6! e !str!-ut!on, !n a small s6eets that a!rl!nes, hostels, an u2 mar0et reta!l outlet offer to guest an customers) A s2en !n %&&& 6as a-out '?Q of sales an the management sa! that 2lans to ma!nta!n as s2en A at s!nce an. th!s le8el !n the current .ear also) !scuss!on to a. 6oul -e !ncom2lete 6!thout ment!on Oe@ 6or , the

management 2lans to ta2 th!s ne6 channel of mar0et!ng) Bes! e three com2an. 6e-s!te (!)e)666)ca -ur.!n !a)com, 6666)-our8!ta)com, 666)ca -ur.g!ft)com" that the com2an. has launche , !t ha also entere !nto 8ar!ous mar0et!ng relat!onsh!2 6!th other 2ortals, s2ec!all. targete ur!ng fest!8als an e8ents such as Kalent!nes Da., etcZ)

It@s a com-!nat!on of st!ff!ng u2 !ts 0e. -ran , research!ng an !m2ro8!ng the ne6er 2ro ucts that ha8en@t ta0en off, su22orte 6!th h!gh a $ s2en s that =a -ur. ho2es 6!ll see !t

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emerges stronger after the current slo6 o6n, as 6ell as e92an

the mar0et)

E $ P!siti!nin,
In the 'D<&s consumers 6ere rea . to 2a. 4more for more5, an lu9ur. goo s flour!she ) In the 'DA&s, consumers -egan to eman 4more for same5, an the !scount!ng era gre6 strong) To a.@s consumer eman !ng 4more for less5, an the 6!nner 6!ll -e that su2er 8alue mar0etersZ) Some of to a.@s most successful com2an!es recogn!Be those customers are more e ucate an a-le to recogn!Be true customer 8alueZ Pos!t!on!ng !s s!m2l. concentrat!ng on an ! ea $ or $ e8en a 6or ef!nes that com2an. !n

the m!n of the consumer) It !s more eff!c!ent to mar0et one successful conce2t to one large grou2 of 2eo2le than E& 2ro uct or ser8!ce ! eas to E& se2arate grou2Z re2os!t!on!ng !s a must 6hen customer att!tu e ha8e change consumer@s long stan !ng an 2ro uct ha8e stra.e 2erce2t!on of a6a. from the themZ

=a -ur.@s !s an anchor !n sea of confect!onar. 2ro ucts) As a 8ar!et. of com2et!t!8e cla!ms assa!ls her senses, to a. customer uses com2l!cate ec!s!on ma0!ng 2rocess to assess the alternat!8e -efore ma0!ng a 2urchase) S!nce =a -ur.@s !s more clearl. assoc!ate 6!th a 2art!cular set of attr!-utes !n terms of -enef!ts an 2r!ces, the Iu!c0er -ecomes her search 2rocess)

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P!siti!nin, !" in*ivi*#&' 5r!*#+t3

'" CMD3 !s an al6a.s rema!n flagsh!2 -ran ) The 2unch -. the com2an. for a 8ert!s!ng th!s 2ro uct l!fe) OReal taste of :!fe@, !tself ef!nes the 2os!t!on!ng of the 2ro uct) The chocolate !s meant for all age grou2s) It s.m-ol!Bes fun, en3o.ment, goo !tems) It has goo ness of m!l0, taste an a22et!te a22eal) %" 7 st&r3 although 2os!t!one !nternat!onall. as an energ. -ar, E stars 6ere 2os!t!one on an emot!onal 2latform !n In !a ur!ng the late 'DA&s) S.m-ol!B!ng togetherness, E stars 6as or!g!nall. targete at teenagers) In +une 'DD?, the com2an. re6or0e the strateg. for E stars to ma0e !t a source of energ.) In fact, -efore the launch of Per0, E star@s energ. -ar 2os!t!on!ng ma e !t a snac0!ng chocolate) ;" J+'&irs3 com2et!ng !n the che6a-le toffees segment) Pcla!rs 6as re(launche m! (n!net!es 6!th a ne6 name, Da!r. M!l0 Pcla!rs) ?" Ge$s7 -roa cast!ng Gems, though, ! n@t 2ro8e to -e feas!-le 2ro2os!t!on for =a -ur.) Targete at ch!l ren less than '% .ears 6!th OGems Bon @ a 8ert!s!ng) =a -ur. ec! e to sell !t to teenagers 6!th the OSmart Ker. Smart@ cam2a!gn) But no6, the com2an. !s retarget!ng ch!l ren 6!th !ts an!mate commerc!al) 4Gems are the -est -ran to s2ea0 to ch!l ren) =olorful chocolate -uttons a22eal most to ch!l ren an that !s 6h. =a -ur. !s re( target!ng ch!l ren)5 E" Cr&+('e3 !t 6as the f!rst =a -ur.@s chocolate to ha8e crunch !n !t) It 6as targete as a fun0. chocolate to a s2ar0 to l!fe) ur!ng the

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F" Per(3 !n Se2tem-er, 'DDE, =a -ur. 2reem2te the launch of NestlY@s K!t(Kat -. rush!ng a ne6 -ran , Per0 !nto the mar0et) Pos!t!one much further on the funct!onal scale of E stars, Per0 6as meant to -e l!ght snac0(2ro uct for su- u!ng the f!rst 2angs of hunger) <" B!#rnvit&7 2os!t!one as tast. health r!n0) >h!le !ts com2et!tors concentrate onl. on health 6!th as2ect, Bourn8!ta com-!ne the nutr!t!ous 8alue taste)

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ADVERTISING THERIR PRODUCTS IN DIFFERENT /AYS

The sales of 2ro uct !n the mar0et e2en u2on a 8ert!s!ng 6h!ch !s one of the factors that -oosts the sales of the 2ro uct !n the mar0et) A 8ert!s!ng can -e !n the form of 2r!nt a 8ert!s!ng, -anner a 8ert!s!ng, a 8ert!s!ng on Tele8!s!on, ra !o a 8ert!s!ng an of course a 8ert!sement on Internet) O8er the last se8eral .ears !nternet has emerge as a strong an successful 2latform for a 8ert!s!ng a 2ro uct -. us!ng !fferent 6a.s an metho s to attract the attent!on of the customers) There are 8ar!ous 6a.s to ca2ture the thought 2rocess, 6h!ch runs !n the m!n s of the customers, an !t !s one on a regular -as!s through the me !um of a 8ert!s!ng) The 2ur2ose of runn!ng an a 8ert!s!ng cam2a!gn !s to generate the !nterest of ne6 customers !nto the 2ro uct, an to susta!n the !nterest of regular customers !n the 2ro uct, so that there m!n rema!ns focuse on the -ran name an !mage of the 2ro uct) Thus the a 8ert!sement of the same 2ro uct can -e seen s!multaneousl. at man. !fferent 2laces) =a -ur.Gs a 8ert!sement can -e seen ur!ng the late e8en!ng hours 6hen !fferent soa2 o2era are -roa caste ) Then on s6!tch!ng on the la2to2 to chec0 the ema!ls rece!8e ur!ng the a., the a 8ert!sement of =a -ur. can -e seen aga!n, -ut of course, th!s t!me the form of a 8ert!sement !)e) s!Be of a 8ert!sement !s small, !t loo0s l!0e a teaser an the me !um !s !fferent, here !nternet 2la.!ng an !m2ortant role) At 6ee0en 6h!le go!ng through the sho22!ng mall the same a 8ert!sement of =a -ur. can -e seen h!ghl!ghte !n -!g 2osters an -anners, g!8!ng more 2rom!nence to -ran name, the 2ro uct name an !n or er

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to attract the customerGs attent!on, theme of the a 8ert!sement also -een a 2art of the 2oster, 6h!ch also gets h!ghl!ghte ) D!fferent -ran 2ro uct) 1or *9am2le7( >hen Sun feast -!scu!ts 6ere !n!t!all. launche , there 6as an aggress!8e a 8ert!sement cam2a!gn that 6as -een one for the Sun feast -!scu!ts -. 2utt!ng stalls at !fferent 2laces, 6here ma9!mum num-er of customers come regularl., l!0e for !nstance there 6as a stall of Sun feast -!scu!t at an e9h!-!t!on 6h!ch 6as -een hel on a groun , 6here there 6ere num-er of !fferent stalls an at the en 6hen the customers are a-out to lea8e the e9h!-!t!on there are !fferent foo stalls an refreshment stalls) Amongst the 8ar!ous !fferent stalls !n the e9h!-!t!on, one stall 6as that of Sun feast -!scu!ts an there 6ere s!Ba-le num-er of customers, 6ho 6ere 0een an eager to 0no6 more a-out Sun feast -!scu!ts an some 6ere e8en 2urchas!ng the -!scu!ts) A fe6 a.s later the same stall 6as seen at a sho22!ng mall an no6 the num-er of customers 6ere more than -efore) The reason -e!ng a 8ert!sements of Sun feast -!scu!ts -een sho6n on TK) :ater on Shah Ru0h 6as ro2e !n for the a 8ert!sement of Sun feast -!scu!ts an no6 Sun feast !s a 0no6n to a large num-er of customers) Thus !n!t!all. for an. -ran name !t !s !m2ortant to gauge an 0no6 the customerGs react!on, the!r o2!n!on an 8!e6s, an then slo6l. !ntro uc!ng the 2ro uct !n the mar0et for the customers on a regular -as!s) So a 8ert!s!ng here also 2la.s a ma3or role, -anners an the t!me of !n!t!al launch of the 2ro uct) >h!le a 8ert!s!ng on the !nternet there are man. customers, 6ho 8!s!t the =.-ercafe an o-8!ousl. the. also comes across the a 8ert!sements) So there are !fferent 6a.s to grathe attent!on of these customers) Man. t!mes 2rom!nent 6e-s!tes l!0e MSN, #ahoo an angles must -e attract!8e at names, !fferent 2ro ucts an !fferent 6a.s of 2romot!ng the

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other -!g names relate to 6e-s!tes are ro2e !n an then there !s a !fferent format 6h!ch !s use to ma0e sure that the customers ma0e a note of the a 8ert!sement an 2a. attent!on to the 2ro uct eta!ls) :!0e for !nstance there !s a =ontest 6h!ch !s -een con ucte 6here!n the customer 6!ll ha8e to f!ll !n the small form 6h!ch reIu!res h!s 1ull Name, mo-!le num-er, A ress an ema!l ID) Once these eta!ls are f!lle !n the customer has to ma0e sure that he has g!8en the correct ans6er to the Iuest!on an then su-m!t the form) Th!s !s 6here =.-ercafe customers are concerne ) Man. a t!mes ur!ng mo8!es an ur!ng cr!c0et matches there are onl!ne contests,

6h!ch are con ucte 6here the customer has to select the r!ght ans6er -. cl!c0!ng on one of the four !fferent o2t!ons 2ro8! e to h!m !)e) A, B,= an D an then SMS the r!ght ans6er on the g!8en mo-!le num-er) There are mo-!le com2a!nes 6ho ha8e con ucte these 0!n of contests, recentl. M!croMa9 has one th!s contest ur!ng cr!c0et matches) Thus customers are al6a.s there, each !n !8! ual customer has h!s o6n 2urchas!ng ca2ac!t., -ut 6hen !t comes to ec!s!on ma0!ng -. the customer 6!th res2ect to -ran names man. t!mes a 8ert!s!ng 2la.s an !m2ortant factor !n the 2rocess of 2urchas!ng the 2ro uct) Th!s ha22ens at the t!me 6hen the customer ma0es a f!nal ec!s!on) Man. -ran names re(launch the!r 2ro ucts !n the mar0et e2en !ng u2on the

2re8!ous react!on rece!8e an u2on the fact that 6hat 6ere the a !t!onal features that 6ere reIu!re !n the 2ro uct -ecause of 6h!ch sales ro22e ) It !s !m2ortant that the customer 0no6s a-out !fferent -ran names !rres2ect!8e of the fact, 6h!ch 2ro uct, he -u.s at the en of the a.) Th!s !s 6here a 8ert!s!ng an 2romot!ng a 2ro uct !n the mar0et 2la.s a om!nant role) Me !a A 8ert!s!ng( Use of a8a!la-le me !a channels, mean!ng c!nema, TK, ra !o, 2ress an the !nternet) In other 6or s the =a -ur. shoul focus on the me !a through 6h!ch !t reaches !ts 2r!mar. target mar0et(.oung 2eo2le of age 'F( ;E) Dur!ng the 2re launch cam2a!gn =a -ur. shoul not a ress the contro8ers.C ho6e8er !t shoul ma0e !t clear that

EE

the 2ro uct !s not su!ta-le for age -elo6 'E an not a 8!sa-le for 2regnant 6omen) Th!s 6a. the com2et!t!on 6!ll 0ee2 the!r mouth shut an the!r 6!ll -e no 2ost launch negat!8!sm !n S!nga2ore) Th!s 6!ll -e one a month -efore the launch)

Se,$ent&ti!n. T&r,etin,. &n* P!siti!nin,

Segmentat!on, target!ng, an 2os!t!on!ng together com2r!se a three stage 2rocess) >e f!rst ('" eterm!ne 6h!ch 0!n s of customers e9!st, then (%" select 6h!ch ones 6e are -est off tr.!ng to ser8e an , f!nall., (;" !m2lement our segmentat!on -. o2t!m!B!ng our 2ro ucts/ser8!ces for that segment an commun!cat!ng that 6e ha8e ma e the cho!ce to !st!ngu!sh oursel8es that 6a.)

Se,$ent&ti!n34
It !n8ol8es f!n !ng out 6hat 0!n s of consumers 6!th !fferent nee s e9!st) In the auto mar0et, for e9am2le, some consumers eman s2ee an 2erformance, 6h!le others are much more concerne a-out room!ness an safet.) In general, !t hol s true that 4#ou can@t -e all th!ngs to all 2eo2le,5 an e92er!ence has emonstrate that f!rms that s2ec!al!Be !n meet!ng the nee s of one grou2 of consumers o8er another ten to -e more 2rof!ta-le) Gener!call., there are three a22roaches to mar0et!ng) In the un !fferent!ate strateg., all consumers are treate as the same, 6!th f!rms not ma0!ng an. s2ec!f!c efforts to sat!sf. 2art!cular grou2s) Th!s ma. 6or0 6hen the 2ro uct !s a stan ar one 6here one com2et!tor reall. can@t offer much that another one can@t) Usuall., th!s !s the case onl. for commo !t!es) In the concentrate strateg., one f!rm chooses to focus on one of se8eral segments that e9!st 6h!le lea8!ng other segments to com2et!tors) 1or e9am2le, South6est A!rl!nes focuses on 2r!ce sens!t!8e consumers 6ho 6!ll forego meals an ass!gne seat!ng for lo6 2r!ces) In contrast, most a!rl!nes follo6 the !fferent!ate strateg.7 The. offer h!gh

EF

2r!ce t!c0ets to those 6ho are !nfle9!-le !n that the. cannot tell !n a 8ance 6hen the. nee to fl. an f!n !t !m2ract!cal to sta. o8er a Satur a.) These tra8elers[usuall. -us!ness tra8elers[2a. h!gh fares -ut can onl. f!ll the 2lanes u2 2art!all.)

T&r,etin,34
In the ne9t ste2, 6e ec! e to t&r,et one or more segments) Our cho!ce shoul generall. e2en on se8eral factors) 1!rst, ho6 6ell are e9!st!ng segments ser8e -. other manufacturersW It 6!ll -e more !ff!cult to a22eal to a segment that !s alrea . 6ell ser8e than to one 6hose nee s are not currentl. -e!ng ser8e 6ell) Secon l., ho6 large !s the segment, an ho6 can 6e e92ect !t to gro6W (Note that a o6ns! e to a large, ra2! l. gro6!ng segment !s that !t ten s to attract com2et!t!on") Th!r l., o 6e ha8e strengths as a com2an. that 6!ll hel2 us a22eal 2art!cularl. to one grou2 of consumersW 1!rms ma. alrea . ha8e an esta-l!she re2utat!on) >h!le McDonal @s has a great re2utat!on for fast, cons!stent Iual!t., fam!l. fr!en l. foo , !t 6oul -e !ff!cult to con8!nce consumers that McDonal @s no6 offers gourmet foo ) Thus, McD@s 6oul 2ro-a-l. -e -etter off target!ng fam!l!es !n search of cons!stent Iual!t. foo !n n!ce, clean restaurants)

P!siti!nin,34
The term 42os!t!on!ng5 !s 6! el. use 6!th!n the mar0et!ng an a 8ert!s!ng

commun!t!es to a., an !ts mean!ng has e92an e -e.on the narro6 ef!n!t!ons of Trout an R!es) Pos!t!on!ng !s often use no6a a.s as a -roa s.non.m for mar0et!ng strateg.) Ho6e8er, the terms 42os!t!on!ng5 an !nterchangea-l.) Rather, 2os!t!on!ng shoul 4mar0et!ng strateg.5 shoul not -e use -e thought of as an element of strateg., a

com2onent of strateg., not as the strateg. !tself) The term 42os!t!on!ng5 !s, an shoul -e, !nt!matel. connecte to the conce2t of 4target mar0et)5 That !s, a -ran @s 2os!t!on!ng ef!nes the target au !ence) 1or e9am2le, an a!rl!ne m!ght 2os!t!on !tself aga!nst other a!rl!nes, 6h!ch ef!nes the target au !ence as a!rl!ne tra8elers) Or, !t m!ght 2os!t!on !tself aga!nst all mo es of trans2ortat!on -et6een t6o

E<

est!nat!ons, 6h!ch then

ef!nes the target au !ence as all tra8elers -et6een those t6o

mar0ets) The secon 2os!t!on!ng reaches out to a much larger target au !ence)

Se,$ent&ti!n !" C&*%#r 3

R!ght no6 =a -ur.@s ne6 a 8ert!sement cam2a!gn !s o!ng the roun s o8er the tele8!s!on) 4Meetha ha! 0hana,aa3 2ehl! taree0 ha!5 !s the tagl!ne that the chocolate(g!ant has come out 6!th) It tr!es to -r!ng forth the e9c!tement, 6h!ch l!es !n the m!n s of the general 2u-l!c as the. 6a!t for the f!rst ate of each month on the calen ar) The monthl. salar. stashe !n the!r han s ena-les them to cele-rate an re3o!ce -. s2en !ng !t on =a -ur.@s Da!r. M!l0) =a -ur.@s Da!r. M!l0 has come out 6!th such memora-le a (cam2a!gns, 6h!ch settle !nto the hearts of e8er.one) The stor. starts 6!th 4Once u2on a t!me !n 'D?AZ5 6hen =a -ur. entere the In !an mar0et) It or!g!nate from a to6n !n the Un!te K!ng om, Bourn8!lle (also the name of !ts recentl. launche h!gh(en chocolate" !n 'D&E) As the =a -ur.@s off!c!al 6e- s!te suggests, !ts 3ourne. !n In !a has -een an e8entful one) In the earl. 'DD&s, !t tr!e to cater to the s6eet tooth of the ch!l ren) Those a.s the. steere the mar0et an too0 control o8er the com2an.@s ma3or mar0et share) Ho6e8er, the strateg. change -. lett!ng out the secret that 4e8er.one has a ch!l !ns! e 4 an thus e8er.one cra8es for the taste of chocolate) =a -ur. strateg!es 6ent through a cons! era-le change) It no6 catere from ch!l ren to a ults an from chocolate to m!tha!) As the tagl!ne goes 4Khane 6alon 0o 0ahne 0a -ahana chah!.e5) The hole(!n(one for the com2an. 6as 6hen !t ! ent!f!e s6eets to -e a 8er. !ntegral 2art of the In !an culture) It ma e sure that the fest!8e an 3u-!lant moo s of the soc!et. that ha 2a8e the 6a. for 0!los an 0!los of m!tha!, no6 ma e 6a. for a large num-er of =a -ur.@s) EA

Meetha ! to =a -ur.@s 6hat than a ha unta22e an astoun !ng 2otent!al)

one for =oco(=ola) Both hel2e them

cra6l the!r 6a.s through !nto hearts of the rural 2o2ulat!on of the countr., 6h!ch ha an

The a 8ert!sement cam2a!gn of Am!ta-h Bachchan, resse u2 as a 8!llager, 2rou l. announc!ng that h!s 4 aughter(f!gure5 6on -eaut. contests for cattle, -rought out the laughs an struc0 a chor 6!th the same segment of 2eo2le) :ater came the cam2a!gns of 4Pa22u 2aas ho ga.a5 ac0no6le ge the mar0et

2otent!al for college(go!ng .outh) The treats for 2ass!ng e9ams 6ere no6 a =a -ur. !nstea of a m!tha!)>!th Kuch Meetha Ho +a.e, 6e 0ne6 =a -ur.@s 6as no6 a esert cra8!ng as 6ell as a 2o2ular g!ft(!tem for fest!8als such as Ra0sha Ban han an D!6al!) =a -ur.@s also !8ers!f!e !ts range of 2ro ucts 6!th >o6!e(6!th D!sne. characters for 0! s",=rac0le, 1ru!t an Nut(8ar!at!ons of the Da!r. M!l0",Bourn8!ta(health r!n0"Deserts,Per0(6afer !ngre !ent" an Ycla!rs(toffee segment") =a -ur.@s to a. hol s ;& 2er cent mar0ets share !n the confect!onar!es !n ustr. an sells aroun ' m!ll!on -ars a a.)

T&r,etin, !" C&*%#r

=a -ur. !s loo0!ng to attract m!ll!ons of ne6 customers -. sh!ft!ng !ts strateg. to focus on lo6(!ncome consumers) The Br!t!sh can . ma0er, 6h!ch has -een !n In !a for more than F& .ears an om!nates the chocolate mar0et, !s ma0!ng can . affor a-le to th!s mass!8e unta22e segment 6!th 2ro ucts such as =a -ur. Da!r. M!l0 Shots((2ea(s!Be chocolates, sol t6o to a 2ac0age, for t6o ru2ees, or a-out four U)S) cents) These chocolates are encase !n a sugar shell to 2rotect them from the heat) M>e see0 to reach out to all of those consumers that are a6a. from the c!t!es an to sell RsmallS 2!ece 2ro ucts at lo6 2r!ce 2o!nts,M state =a -ur. ch!ef e9ecut!8e To St!tBer) Z

ED

P!siti!nin, !" C&*%#r

=a -ur. In !a has un8e!le a ne6 cam2a!gn that cont!nues 6!th the -ran Gs GKucch Meetha Ho +a.eG 2os!t!on!ng) =reate -. Og!l8. J Mather, the cam2a!gn re8ol8es aroun the theme of GPa. Da.G, 6h!ch !s assoc!ate 6!th ha22!ness -. most 2eo2le) Bran 2os!t!on!ng !s the as2ect of the -ran act!8el. commun!cate to the target au !ence, s2ec!f!call., !ts com2et!t!8e a 8antage, 8alues an !mager.) It !s strongl. relate to the 2erce2t!on an !mage of the 2ro uct) >hen e8!s!ng a 2os!t!on!ng strateg. for a 2ro uct, mar0eters must esta-l!sh a un!Iue an !st!nct!8e !mage of that 2ro uct !n the m!n of the consumer) Th!s 6!ll !fferent!ate a com2an.@s 2ro uct from !ts com2et!tors)

F&

A$it&%) B&+)+)&n is C&*%#r %r&n* &$%&ss&*!r

=a -ur. In !a :t has announce that mega star Am!ta-h Bachchan 6!ll -e the com2an.Gs ne6 -ran am-assa or) He 6!ll en orse an 2romote =a -ur. chocolates for a 2er!o of t6o .ears) As -ran am-assa or, he 6!ll 2la. a 0e. role !n -ran an 2ro uct commun!cat!on on tele8!s!on, !n 2r!nt an out oor me !a) =a -ur. has launche a strengthene , ne6 G2ur!t. seale G 2ac0ag!ng for =a -ur. Da!r. M!l0) The ne6 2ac0ag!ng for ';g (Rs E" !s ou-le 6ra22e for ma9!mum 2rotect!on) The chocolate !s 6ra22e !n alum!num fo!l an enclose !n a 2ol. flo6 2ac0, 6h!ch !s com2letel. seale on all s! es) In the secon 2hase, the larger =a -ur. Da!r. M!l0 2ac0s 6!ll come !n 2ol.(coate alum!n!um fo!l, 6h!ch 6!ll -e heat(seale an then 6ra22e !n the -ran e outer 2ac0age) Both these ste2s are a Gf!rst e8erG !n chocolate 2ac0ag!ng !n In !a) MO8er the last fe6 months, 6e ha8e ha some cases of !nfestat!on ue to !m2ro2er storage con !t!ons) As a com2an. comm!tte to ensur!ng that our consumers en3o. a 2r!st!ne -ar of chocolate each t!me, 6e ec! e to ta0e ste2s to re uce e2en enc. on storage con !t!ons to the e9tent 2oss!-le,M sa! Bharat Pur!, manag!ng !rector, =a -ur. In !a :t ) M=a -ur. 6!ll o e8er.th!ng !t can to ensure that e8er. -ar of chocolate that a consumer -u.s comes full of goo ness an r!ch taste)M

F'

=omment!ng on Am!ta-h Bachchan as -ran am-assa or for =a -ur. chocolates, Pur! sa! , MThere !s a 2erfect f!t -et6een Am!ta-h Bachchan an =a -ur. chocolates ( the!r t!melessness, an the lo8e an trust the. -oth share 6!th the 2eo2le across In !a, ma0es th!s an ! eal 2artnersh!2) Moreo8er, Mr Bachchan has a un!8ersal a22eal that e9ten s to e8er.one from F to F&, 3ust as our chocolates o)

>e -el!e8e h!s en orsement of =a -ur. Da!r. M!l0 6!ll go a long 6a. to6ar s our o-3ect!8e of !ncreas!ng chocolate consum2t!on among all ages of consumers)M Am!ta-h Bachchan sa! , MMost of .ou ma. not 0no6 th!s, -ut I ha8e -een a -ran am-assa or for =a -ur. for the last EE .ears) Onl., no6 !t !s off!c!al) Br!ng!ng sm!les, s2rea !ng ha22!ness an 3o. amongst m!ll!ons of 2eo2le !n In !a !s 6hat =a -ur. an I shall -e cont!nuousl. 6or0!ng to6ar s)M The ne6 ';g (Rs E" =a -ur. Da!r. M!l0 2ac0ag!ng !s currentl. a8a!la-le onl. !n Maharashtra an the nat!onal rollout 6!ll ta0e 2lace o8er the ne9t three 6ee0s) Ne6 2ac0ag!ng for the larger -ars of =a -ur. Da!r. M!l0, 1ru!t J Nut, =rac0le, Bourn8!lle, =aramello, an Dou-le Dec0 6!ll -e com2lete !n s!9 6ee0s)

F%

C&*%#r s. Nest'e '!se $&r(et s)&re t! i$5!rte* +)!+!'&tes

COMPETITORS OF CADBURY
There are no man. com2et!tors !n the confect!onar. !n ustr. that =a -ur. !s =om2et!ng 6!th) =a -ur. !s a mar0et lea er !n the !n ustr.) The other com2et!torsare small com2are to =a -ur. an therefore the le8el of com2et!t!on !s e92ecte to-e a -!t lo6) Sales of !m2orte chocolate -ran s, such as Mars an Sn!c0ers, ha8e out2ace those of =a -ur.Gs an NestleGs locall. ma e chocolate !n mo ern reta!l outlets, accor !ng to to2 reta!lers) As a result, these com2an!es 6!ll lose the!r 2r!c!ng clout) Im2orte chocolates are not onl. !n eman -ut also offer -!gger marg!ns as com2are 6!th the locall. ma e -ran s to reta!lers) =a -ur. !s alrea . at loggerhea s 6!th the 1uture Grou2, the countr.Gs largest reta!ler, on the eals an marg!ns !t offers) See!ng the !ncrease !n com2et!t!on, =a -ur. In !a !s also loo0!ng at !ntro uc!ng more so2h!st!cate forms of chocolates from !ts glo-al 2ortfol!o to -oost consum2t!on an reta!n mar0et share)

F;

In our stores, the sales of !m2orte chocolates are ou-le the sales of omest!c -ran s) The!r sales are gro6!ng at tr!2le !g!ts) Im2orte -ran s offer ne6er chocolate formats to consumers, result!ng !n the!r h!gher eman ,M sa! Sa ash!8 Na!0, =*O, 1oo BaBaar, 1uture Grou2) *cho!ng th!s 8!e6, 8!ce(2res! ent (mar0et!ng" of S2encerGs Reta!l Samar S!ngh She!0ha6at sa! , MSales of !m2orte chocolates has -ecome eIual !n 8alue to that of the omest!c -ran s 2ut together) >hereas the !m2orte chocolates sales are gro6!ng at '&& 2er cent, ma e(!n(In !a -ran s are gro6!ng at aroun %E to ;& 2er cent)M Anan Kr!2alu, manag!ng !rector, =a -ur. In !a, sa! , MThe com2et!t!on !n the chocolate mar0et has !ncrease s!gn!f!cantl.) In s2!te of th!s, 6e ha8e -een a-le to hol on to our <& 2lus 2er cent mar0et share) >e 6oul loo0 at !ntro uc!ng ne6er 2ro ucts to -oost the consum2t!on of chocolate !n In !a) =hocolates are not consume on a!l. -as!s, so 6e 6oul loo0 at 2os!t!on!ng them for e8er. a. consum2t!on from -e!ng consume onl. on select occas!ons)M

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C!n+'#si!n34
O8er the last .ear, the =a -ur. =hocolates -ran has mo8e from -e!ng 2erce!8e as a =hoclates for 4.ounger 2erson5 to cho!ce the!r =hoclates for fun, en3o.ment an lo8e as 6ell as for the 4*l er 2erson5 also 2rofess!onals) Th!s has -een ma e 2oss!-le not 3ust -. ne6 2ac0ag!ng -ut -. a com2letere 2os!t!on!ng strateg. 6h!ch change the !mage of the -ran an the 2erce2t!on of 6ho can an shoul en3o. !t) Th!s com2an. 2ro3ect has emonstrate 4=ADBUR#@S =OMPAN# AND

R*SP*=T TO ITS MARK*TING STRAT*G#5 that has 2ro8e to -e e9tens!8e through an of great -enef!t to the com2an. !n further!ng !ts com2et!t!8e a 8antages) In th!s 2ro3ect !t 2oss!-le to see the success of =a -ur.@s !n !t@s !n orse !ts strong 2otent!al to cont!nue to o 6ell)

RECOMMENDATIONS34
X Ma!nta!n om!nance !n chocolate, confect!oner. an mar0et lea ersh!2 !n -ro6n r!n0s) X Ne6 channels such as g!ft!ng, ch!l connect!8!t. an 8alue for mone. offer!ng to -e the 0e. gro6th r!8es) X Gro6 8olume of sales at least %&Q 2)a) o8er the ne9t .ears) X Ach!e8e the goal of -est manufactur!ng locat!on !n =a -ur. Sch6e22es 6orl for Da!r. M!l0 an Pcla!rs) X One ne6 ma3or 2ro uct launch e8er. .ear)

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Bi%'i!,r&5) 34 1A DDD-s'i*es)&re-+!$=A DDD-+&*%#r D!r'*-+!$>A DDD-*!+st!+-+!$-

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