MAREKTING AND PROMOTION This marketing strategy will use above and below the line advertising strategies

to reach the potential customer. Above the line strategies that will be employed will include advertisement on the mass media, online advertisement, on billboard and in other popular places. Below the line strategies that will be employed by the company will include off street promotion and sampling which will be carried out in all the corners of the country. Marketing objectives To introduce the product successfully in the Indian market within a period of 6 months To ensure that there is a high level of awareness of the presence to white chocolate brand in the India market by using effective marketing strategies To put in place a wide range of marketing strategies available in the Indian market including e-commerce strategies to ensure that there is overall growth of the product in the market. To acquire about 30 percent of the female adult market segment within period of 3 years from the introduction of the brand in the market. Promotion and advertising objectives The product will be launched in the market during a Beauty competition which will be organized by the company. The company will carry out a number of advertisements in the mass medical and online. There will also be outdoor
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advertisement activities in the billboards, and popular places. The company will also carry out off street promotion and sampling activities which will give consumer the true taste of the product. The company will also establish a site for the product to promote sales and to have timely response from consumers. BRANDING OBJECTIVE The success of the product in the market will depend on the branding image. In this case the company will create a personalized brand images. To ensure the growth and continues of white chocolate in the market the company will ensure that there is no brand which goes to slow growth or exist stage in the product life cycles. The brand will be distinct from other through package where it will be packed in white and blue cooler packages and the brand name will be Cadburys Dream. Creating brand image To create a brand image, brand personality approach will be used. In this case the launch of the product will be tied to females characteristic which they can easily identify with. This will identify the characteristics of the brand in relation to the target market. This will use key elements that enhance female appeal like styled, confident, sophisticated, and self assured PRODUCT, PRICE, AND DISTRIBUTION STRATEGIES The plan will employ a number of strategies in marketing. In this case it will use different strategies in product price and distribution to ensure that that product reaches the indented consumers in the market. Strategies in product will ensure provision of quality product in the market. The pricing strategies will aim at creating
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a price competitive edge while the distribution strategies will ensure that the products reach the final consumers. Product description This marketing strategy will be offering a particular product in the market. It is specifically offering white chocolate in the Indian market. The main brand that is to

be introduced in the market is Cadburys Dream which is mainly targeted for the adult female population. The product will be offered in 45 gm packages, 100 gm and 200 gm packages. These will be the most important sized packages that the product will be sold in. it will be sold in whole sale and retail. Pricing strategies Since the product is being offered for the first time in the market, the company will use price penetration strategy where it will use low prices strategy to penetrate the market. However this will be combined with cost plus pricing since it will have to operate at a profit market. However the initial price set up will be based on the low prices to penetrate the market. The product will be offered at Rupee 2 per 45 gm size bar. Distribution strategies To ensure that the products reach the intended consumer, the company will use the current existing distribution changing. It will sell the product in wholesale to intermediary wholesales who will in return sell to the retailers. To reduce on the cost of operation, retailers and distributors will be expected to obtain the product directly from the company store to reducer the cost of production. However the company will
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establish a number of stores on all provinces to take the product close to the retailers. Taking the product near to the consumer will be the main pillar for the success of the distribution marketing strategy. Sales projection 2009 2010 Cash inflow (Rupees) Cash balance 200 000 250 000 Opening stock 60 000 80 000 Cash sales 6 700 000 7 000 000 Net profit after tax 1 558 500 1 722 500 Marketing budget Expenses (Rupees) 2009 2010 Transport 500 000 1 550 000 Salaries 130 000 2 140 000 Sampling product 600 000 600 000 License 130 000 140 000 Office expenses 230 000 240 000 Budget limitations and assumptions The budget for the implementation of the marketing strategy will be Rupees 5,141 500. The total available fund for the project from the head office is Rupees 6,000,000. Therefore it is expected that the cost will be effectively met. The budget will be limited due to the risk of increase in the prices of products and services. The
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funding for the project is expected to come from the company head offices. It will be assumed that the cost of products and service will not change as benchmarked on the current cost. Return Goals This marketing strategy aims at ensuring total returns of about Rupee 1.5 million every year which will be ploughed back for the growth of the product in the

market. The main measure of the financial success of the marketing strategy will be the overall net profit that will be made every year. The total amount of sales will be used to assess the success of the marketing initiatives taken. Objectives and tasks This plan will effectively meet the objectives of the marketing strategy. This is because the budget limitation which can impact negatively on the overall growth of the product in the market will be mitigated through cost cut strategies like limiting the number of field staffs, organized logistics to maximally utilize same transport and others. However it is necessary to have on time alternative strategies which will ensure the success of the marketing strategy E-COMMERCE/MARKETING STRATEGY The company will take advantage of the emerging e-marketing in the Indian market. This will be implemented as follows: E-commerce structure The company will set up an effective e-commerce structure which will just be a build up on the existing structure. The company already has a website but which
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will need to be expanded and upgraded. To set up an effective e-commerce structure, the company will expand the e-commerce section by acquiring more computers and hiring more IT experts to add on the exiting one. The company is already connected to an ISP but will need to increase or change the broadband to make it more effective. (David, 2004) E-commerce objectives The main objective for implementation of e-commerce structure will be to enhance the overall marketing capability for the company. The server will be used to monitor the success of the e-commerce structure. It is expected that within three years, online sales will be accounting for about 30 percent of the total sales for the company. Currently the company site has about 1000 visitors every day. Per day the company is expected to record a hit of about 2000 user within the first year which is expected to rise to 9000 within second year and 12000 within 3 rd year. The company will expect to retain about 65 percent of all the first time visitors to the website. This means the quality of the site must be improved now and then. (David, 2004) Website content The website will be the main communication site between the company and its customers. Therefore it is expected to be user friendly and to contain as much information as needed by the users. Specifically the website will contain information like, the product and its description, the price of the product, how to order for the products, where to pick the product in the (the nearest company store), where to post comments about the product online, investors information, careers, and many more
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information that will be needed by the users. The website will be easy to use by arranging the contents in a simple manner. Most of all it will provide an interactive space where the users can have online chat with the company. (Mark, 2003) GLOBAL ASPECT MARKETING The sale of white chocolate is not limited to the Indian market only. This product has been successfully introduced in other market around the world like in Ireland, UK, USA and other markets. These marketing strategies will be looking at

expanding the sales of the product from the Indian market to other markets in the world. ADVERTISING Advertisement is the most important factor in the overall success of any business. Advertisement helps the business to reach all the intended consumers in the market. Advertising strategies are important in the overall success of a marketing strategy. This plan will use advertising strategies to reach all the consumers in the market. Advertising strategy In order to meet the objectives of marketing the company will taken a number of advertising strategies. The overall advertising strategy will combine different methods. It will place advertisement in the mass media. It will also use direct marketing online. The overall spending for the marketing strategy will be divided as follows:
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Percnetage cost of advertising methods

27% 46% 27% online advertisin media advertising Promotions

Advertising execution In order to advertise effectively, the company will set up a specific department that will be entrusted to carry out the advertisement. This department which will be within the sale department will plan, execute and monitor various advertisement methods. The effectiveness of the advertising campaign will be assessment on the overall growth in sales of the product. SALES PROMOTION Internet sales promotion strategy The company will not only carry out off street sale promotion and sampling as a pull strategy but it will also use internet promotion strategy. This will be carried out with two aims. First it will be aimed at ensuring that there is increased awareness of company website to promote online sales growth and second it will be aimed at promoting the sale of the product. The company will offer special offer are a reduced at a discount of 15 percent for every purchase through the internet. The advertisement for this offer will be carried out in the mass media and in the internet as well (Giuly, 2000).
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Traditional media strategy The traditional media strategy will be carried out in the mass media. This will use direct mail campaign to reach the intended consumers. This strategy will use normal discount for every purchase which will be carried out within limited period of time. Channel Distribution: Push and Pull The promotional strategies will be carried out in collaboration with the distributors who will be the middlemen used in the distribution channel. The

company will use pull strategies to entice consumer to purchase its product. Instead of giving out free sample the company will use discount strategies but it will also use off street sampling to help the consumer to directly experience the product. PUBLIC RELATIONS Public relations are important as it determines the relationship between the company and its stakeholders. Public relations are important in creation of a lasting relationship between the business and the rest of its workers. Public relations is an important concept that determines the overall success of business Internet public relations strategy Stakeholders are the important part for the growth of any business. In this case the company will use the internet to post company results to the shareholders and any potential investors. It will also post newsletter to individual investors. Through the internet, customer and other stakeholders will be able to communicate directly the company (Mark, 2003).
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Traditional medial public relations strategies It is not all the stakeholders for the company who are conversant with the use of the computers and not everyone is connected to the internet. Therefore the traditional medial public relations strategies remain particularly important for the company. The launch of the product will be announced in all the mass Medias while the consequent performance of the company will also be communicated through the same media. The performance of the product will also be posted in the company magazine. The mass media will still remain important in the overall advertising strategy for the company. IMPLEMENTATION AND CONTROL In the overall implementation of the project there will be a number of controls that will be put in place. The company will ensure that there is constant monitoring of the implementation. The company will ensure that the plan is implemented on time. There will be timely strategies that will be put in place to ensure that there is enough time to address any arising issue in the implementation of the marketing strategy. There will also be cost contingency that will be requested to cushion against the drift of cost strategy. (Mark, 2003)
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References Cadbury, (2008): Home page. Retrieved from http://www.cadbury.co.uk/EN/CTB2003/ on 15th July 2008 David, L. (2004): Strategic marketing in a new market. Harvard Business Review Giuly, B. (2000): Essentials of marketing. Oxford University Laura, H. (2008): Cadbury India. New York Times, June 2008 Mark, T. (2003): Marketing in practice. Princeton University