INSTITUTE FOR INTERNATIONAL MANAGEMENT AND TECHNOLOGY GURGAON

Subject Advertisement Topic Marketing plan Module Leader Dr. S.S.Nandi

SUBMITTED TO Dr. S.S. Nandi

SUBMITTED BY Rahul Sahu Kapil deo maurya Zuber Khan Simran jeet singh PGPM (2012-2014)

CHOCOLATE INDUSTRY Chocolate Market is rapidly increasing with the estimation of about 1500 crores with the growth of 18-20% per annum in India. Major players in the chocolate market are Cadbury and Nestle where as Cadbury is the market leader with 70% of market share. The per capita consumption of chocolate is 300 gram in India with the comparison of 1.9 kilograms is consumed in the developed countries like United Kingdom. More than 70% of consumers take place in the urban markets of the country. Margin is set depending upon the price of the product where it placed. So its ranging between 10-20 percent of the price of the product. In 2007, the estimated Chocolate sales are increased by 15 percent. Chocolate wafer market covers almost 35 percent of the total chocolate market which means it is increased by 13 percent annually. As per Euro monitor report, Indian Candy market is valued at USD 664 million with about 70% and where as sugar confectionary and remaining, covers 30 percent which is about USD 203 million in chocolate confectionary. Chocolate market has a worth of $75 billion per annum globally (lifeatunitedworld.wordpress.com , 2013). As per the report of India Chocolate Market Forecast & Opportunities, by 2018 the per capita consumption of chocolates will increase in the country which will continue to flourish the market revenues. It is also expected that the chocolate industry will be growing by 23 percent as a sales volume in the years from 2013-2018 and it will reach at 341609 tons (Business wire, 2013). PRODUCT: srkz tripletreat BRAND NAME Tripletreat is the new bar chocolate. The Cadbury launch a new product targeted children and teenagers. This chocolate are in the liquid from and three finger wafer bars. It is only eight millimeter thick wafer. The liquid chocolate fills in the egg shaped ball, which is look alike

original egg. The shell consist mixture of chocolate and the wafers are in the plastic wrapper. Cute looking egg with cricket stumps design wrapper. MISSION: The main objective with this launch to grab of wafers bar chocolate line market.

TAG LINE: Crunch & Dip Product The new crunchy wafer bar chocolate. This bar chocolate has wafer and liquid form of chocolate. The finger wafers are in three different flavors and the liquid chocolate. The wafer is a form or comprising some or the entire component like coca solids, cocoa butter sugar, and milk. The liquid chocolate has mixture of subclasses of dark cocoa, milk, emulsifier like soy lecithin, glucose, yeast, and natural cocoa flavor. This product is very reasonable in price because this is mainly focused on children. This idea is to grab the market of kids confectionery product. Composition: - Organic and Fair Trade chocolate (organic cocoa mass, organic cane sugar, organic cocoa butter, vanilla), organic almonds, organic cocoa, organic cane sugar. The Wafers ingredients are sugar, corn syrup, gelatin, gums, colorings, and flavorings Shelf life- 12 months Storage conditions- 20 C FEATURES: Liquid chocolate Flavored wafer fingers Buttery taste chocolate Crunchy Two different product in one Chocolate with roasted almonds

DESIGN Large size wafers Chocolate fill in egg shaped shell Three flavored wafer bars Cricket stumps look alike wafers CORE PRODUCT: wafer bar chocolate ACTUAL PRODUCT- a sugar made wafer with three different flavors (strawberry, vanilla and Milk), most common and very favorite flavors of small kids and teenagers. With wafers Cadbury also give liquid form of chocolate. This chocolate contains roasted almonds. The wafers look alike cricket stumps and egg shaped ball filled with liquid chocolate. The length of wafer is 10cm, thickness is 8 mm and the weight of one wafer is 15 gms and the liquid chocolate is fill in the ball for the three wafers, so the weight is according to the wafers need. The three wafers required 30 gms of liquid chocolate. AUGUMENTED PRODUCT: The three different flavored wafers bar fingers with roasted almond mixed liquid chocolate. This is available in one pack which contains three wafers (each wafer weights 15 gms.) and the liquid chocolate fill in a ball weights 30 gms. Product support: the product can be supplied by mom and pop shops and also in big and small retails shops in the every corner of the town. Positioning statement Kids who want chocolate daily People who love chocolate with different flavors People who like chocolate with wafer People who love nestle munch and perk. Strawberry, vanilla and milk flavored wafer with liquid chocolate People who want new product and tries new things. Product Life Cycle: Introductory Stage: In its introductory stage, Triple Treat will create an image

of a new product in the chocolate world in the mind of people. It will have a striking market entry and will be available at every confectionary store and mom & pop shop. Growth stage: In the growth stage Triple Treat will show a tremendous growth as more and more people will desire to taste this new chocolate product. Now it will be available at medical stores also. It will continue to grow till its maturity stage. Maturity Stage: In maturity stage Triple Treat will attain a position in most popular chocolates of the available ones in the country. Decline stage: With the passage of time, Triple treat will face competition from some new products. Also the taste and preference of people changes with time. In that case Triple treat will come in the decline stage. But still it will be available in confectionary and mom and pop shops.

A O D

Graph-1(Product Life cycle) OA is Introductory stage AB is Growth Stage BC is maturity stage CD is decline stage

a)

SEGMENTATION, TARGETING AND POSITIONING: SEGMENTATION:

Market segmentation is the process of identifying different groups of users within a market who could possibly be targeted with separate products or marketing programs (Croft, 1994). This concept was first developed by Smith (1957) which is concerned with dividing the entire market into smaller groups on the basis of their needs. Market can be segmented on the basis of the following variables: GEOGRAPHIC Country: India City: Tier1 major cities, capital of different states Tier2 mainstream cities. Tier3 small cities DEMOGRAPHIC Density: Urban, rural Age: 5-30 Gender: Female, Male, Bisexual Family Size: 1,2, 3, 3+ Income: Above 8000 monthly. Education: Literate, illiterate Religion: All

PSYCHOGRAPHIC BEHAVIOURAL

Social Class: Upper, middle, lower Occasions: Regular occasion User status: Regular user User rates: Light and daily user Loyalty status: Medium Readiness stage: Informed, desirous, aware

TARGETING: Targeting evaluate the attractiveness of each segment. Defending a target market requires market segmentation. Because the targeting decisions are based on segment size, profit per unit sold and the no. of competitors. For Triple Treat differentiated marketing will be used as

the product is focusing on different segments uppers, middles and lowers.

Differentiated

marketing means when market segmentation reveals several potential targets, specific marketing mixes can be developed to appeal to all or some of the segments (Jobber, 2001). Triple Treat target mainly children, teenagers and youth in the age group of 5-30.

POSITIONING: Positioning involves implementing the targeting of the product. Positioning means the process by which marketers try to create an image or identity for their product brand, or organization in the minds of their target market. Positioning for Triple Treat will be done on the basis of its new technology, innovative design, stylish colors etc. Popp For Who The That Unlike Positioning Statement People of age 5+ For those who are choco-lovers. New taste in chocolate world Have wafers and chocolate both Other brands like Cadbury, Nestle, AMUL

a) PROMOTION: Promotion of the product will be done on a very huge basis. Media mix: both above the line and below the line. Media budget: 10 crore INR Media scheduling: Its ad will be shown on all the leading TV channels for kids of the country and YouTube too. Its ad will also be displayed on various leading web sites such as Facebook, twitter etc. so that more and more people will come to know about this mobile.

POSITIONING MAP:

High Price

Low quality

High quality

Triple Treat

Low Price

MEDIA PLANNING AND BUDGET:

Advertising Segments Billboard

Areas DELHI/NCR

Rates 1,00,00,000

2 3 4

Metros and Local train Magazine News paper

DELHI/NCR MONTHLY TOI HT DAINK JAGRAN THE HINDU CHANNALS Movies FACEBOOK TWITTER YOUTUBE BUS/RAILWAY STATION/ BUSES/ TRAIN CAMPAIGN CANOPY

1,50,00,000 50,00,000 50,00,000 50,00,000 30,00,000 30,00,000 2,00,00,000 1,00,00,000 30,00,000 30,00,000 30,00,000 50,00,000 50,00,000 25,00,000 25,00,000 10,00,00,000

4 5

Television and movies DIGITAL MARKETING

Hoarding

OTHERS Total cost

Television advertising and movie TV channels

Hungama TV Pogo Zee (popular program) Sony SAB (popular program) MOVIES Total

Rates (per Total view 10 secs) in a day

Total cost

80000 1 lakhs 1.2 lakhs

15*4=60 10*5=50 6*10=60

60*80000

48,00,000

50*1,00,000 50,00,000 60*1,20,000 72,00,000 20*1,50,000 30,00,000 1,00,00,000

1.5 to 2.5 2*10=20 lakhs

3,00,00,000

Television advertising is the most powerful method of marketing and advertising, typically, because it is a mixture of video and audio advertising with endless variety, compared with other forms of advertising such as newspaper, magazine, websites and radio channels. Based on research reviews, people give four hours and a half before television, enjoyment activity since most of the time. Some of the top programs on television consist of Sony, POGO, Zee TV, Hungama TV etc. Lengths of commercial ads on such programs are of 15 secs, 20 secs, 25 secs, etc. FMGC Ads on items such as cleansers, sebum, etc. are of 30 secs. In the same way, a corporate film which needs a lot of information is of 60 secs. The price of per ad during well-known programs is more such as on Sony the price of a 30 secs ad is Rs. 1.5 to 2.5 lakhs, on Zee TV it is 1.5 lakhs, on POGO it is 1 lakh, and the price of 10 secs ad on Hungama TV is Rs. 80000. Although Television advertising, not as an immediate sale, such as advertising online search engine can do, are strongly impacted customers and slowly convinces the target audience. Television advertising can introduce the product to a huge number of individuals impacted (at regional and national) in a short time. Television allows to express a concept (advertising) with pictures, sounds and activities. Different sections of the inhabitants such as children, average women, teenagers are resolved to the company through various programs (Cartoon) at different times TV. The versatility and options to give clients selectivity of a product provided by many companies to choose from. It allows to entice individuals and buy of these products. This is very valuable for companies.

NEWSPAPER ADVERTISING
Every marketing advertisement has features that give it organic benefits and restrictions. As you look through your newspaper(s), you'll observe some companies that promote consistently. Notice who they are and how they sell their product and solutions. More than likely, their marketing financial commitment is working if it's selling! Studying the document is a addiction for most family members. And, there is something for everybody-- activities, comic strips, crosswords, information, classified listings, etc. You can achieve certain kinds of individuals by putting your ad in different segments of the document. People anticipate marketing in the document. Actually, many individuals buy the document just

to study the ads from the grocery store, films or shops. Compared with marketing on TV and stereo, marketing in the document can be analyzed at your enjoyment.

NEWSPAPER
TOT/HT

PAGES
3ed /30time 2nd last/ 60 times

SIZE
20*40

AMOUNT
2*(88,000*30=264 0,000) =52,80,000

Full page

2*(11800*30=3,54,000) =7,04,000*2=14,08,000

Middle /60 times

2*(30*50,000=15,00,000) 30,00,000

Pamphlets/

312000 20*40 2*(88,000*20=17,60,000) =35,20,000

Dainik jagran/The Hindu

3ed /20time

2nd last/ 60 times

Full page

2*(11800*30=3,54,000) =7,04,000*2=14,08,000

Middle /10 times

2*(10*50,000=5,00,000) =10,00,000

Pamphlets

72,000

Total

1,00,00,000

Metro and local train

Metro and train may be very important instrument for advertising. There are millions people comes and goes every day through this type of places. So we can advertisement here. We can put hoardings on wall, stickers on handle and so on.

METRO
Metro /train

PLACE
Bogie/54 panel/100days

COST
1*(75000*210=1,57,50,000)

=1,57,00,000 Total =1,50,00,000

Magazine
Magazine are ideally placed on racks near check out collections or in patiently waiting areas or bought through subscribers by those enthusiastic about a specific subject. Like any promotion, magazines have both benefits and drawbacks for promoters to consider. Business must figure out whether the benefits over-shadow the drawbacks and if journal ads can provide an effective means of advertising their particular products or services. The popular magazines available are Economic & governmental weekly, Tehelka, India Today, Dalal Street, Desh Videsh, etc. Magazines Outlook India Today Lifestyle Total Pages 3 and last 3rd and last 3rd and last
rd

Number of times 8 8 8

Cost 15,00,000 20,00,000 15,00,000 50,00,000

INTERNET ADVERTISEMENT
With new systems for marketing changing on a constant foundation, it can be complex to choose the right method. By having a strong understanding of certain factors of Online marketing, companies can find the right press mix that performs. Online marketing would work amazing things if your consumer base can be from any place in the world and deal can be managed well over the Online. It also performs well with certain types of goods and solutions and also relies on certain areas. While Online marketing can straight connect with sales, it can have huge efficiency on workouts of brand attention, identification and social press. Majority entrepreneurs globally know that the Online has now become an essential device when it comes to running their businesses efficiently. However, you should also understand the

role performed by the Online in the lives of their customers. You should be capable to find people who are using the Internet; their key passions in the time spend on the Online and their choices to purchase goods and solutions on a regular foundation. SOCIAL SITES FACEBOOK Twitter youtube Total DAYS 30 30 30 COST (in Rs.) 30,00,000 30,00,000 30,00,000 90,00,000

Billboard:
Billboard may also very attractive advertisements. It can attract to people very fast. And just one thing for it, it should on proper place. Place CP Rate (in Rs.) 2000 No hoardings 10 10 10 5 5 10 10 of Cost (in Rs.) 20000 15000 20000 75000 75000 15000 15000 No of days 100 100 100 100 100 100 100 Cost (in Rs.) 2000000 2000000 1500000 750000 750000 1500000 1500000 1,00,00,000

Chandni chowk 1500 Rajeev chowlk MG road Schekandar pur Hauz khas Chandni chowlk Total cost 2000 1500 1500 1500 1500

Bus station/ railway station:

Most of passenger travel by the buses and trains. So product advertisement may more profitable.

Place
Trains Buses Hoardings Total

Cost (in Rs.)

35,00,000 35,00,000 30,00,000 1,00,00,000

Others:
We may also visit on collages and also make a canopy at crowded. At this type of places, People show interest come with them and in getting knowledge about the product. Activities Campaign Canopy Total Places Delhi NCR Delhi NCR Cost (in Rs.) 25,00,000 25,00,000 50,00,000

Refrence Dainic Jagran (online) cited on 20 november 2013 available URL<http://www.bhavesads.com/hindi-dailies/dainik-jagran/dainik-jagran-display-adrates.php> Hindustan times (online) cited on 21 november 2013 available URL: <http://www.hindustantimes.com/brunch/sid1011.aspx> D,J advertisement rate cards cited on 21 November 2013 available URL: http://www.bhavesads.com/hindi-dailies/dainik-jagran/dainik-jagran-supplement-adrates.pdf Delhi metro advertising(online) cited on November 2013 available at URL: http://www.themediaant.com/delhi-metro-dmrc-advertising DTC (2012) advertising (online) cited on 20 Nov 2013 available at URL: <hhttp://www.dtc.ac.in>

 Lifeatunitedworld.wordpress.com, (2013), perception analysis between competing confectionery (FMCG) brands, (Online) (Cited on 1st Nov, 2013). Available from URL:<http://lifeatunitedworld.wordpress.com/2013/06/27/perception-analysis-betweencompeting-confectionery-fmcg-brands/ > Business wire, (2013), Research and Markets: The Indian Chocolate Market: Rising Per Capita Income is Leading to an Expected CAGR of 23% to 2018 for India's Chocolate Industry, Business Wire (Online) (Cited 1st Nov, 2013). Available from

URL:<http://search.proquest.com/business/docview/1415659940/14162F09AA35D40A2 06/1?accountid=32648>