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MILK-O-MANIA MILK-O-MANIA
Roast Almond
Key Marketing strategy- An attempt to increase the depth of the Cadburys most profitable product line i.e. Chocolates by adding a new variant Milk Chocolate. Brand Name for the new variant Cadbury MILK-O-MANIA.
Variant to be sold in two sub-variants Plain and Roasted Almonds Product is to be sold countrywide.
SWOT ANALYSIS
Acquisition by Kraft Existing Brand loyalty Good distribution in tier 1 and tier 2 cities Low cost of production
STRENGTHS
WEAKNESS
Relatively high price in comparison with competitor brand Poor distribution network in rural areas
Only one major clear competitor among milk chocolate brands. OPPORTUNITIES Help in introducing other sub variants under parent brands in rural markets
THREATS
Rising cost of raw materials. Threat from existing brown chocolate brands and generic substitutes like choco chip and milk cream biscuits
Pest Analysis
Upcoming Elections Change in law
High Interest rate Falling rupee and poor GDP figures
POLITICAL
ECONOMIC
SOCIAL
TECHNOLOGICAL
BCG Matrix
Ansoff Matrix
Existing Product New Product
Existing Market
Market Penetration
Product Development
New Market
Market Extension
Diversification
Objectives
Financial Objectives
Sale of 1,08,86,400 units worth rs.10 each. Sale of 68,04,000 units worth rs.25 each. Sale of 54,43,200 pieces of units worth rs.35 each Sale of 37,80,000 units worth rs.65 each
Segmentation
Segmentation
Consumer Personal Characteristics Demographic Segmentation Geographic Segmentation PAN India, Future plans to expand
Consumer Responses
Occasions
Attitude
Loyalty Status
Age
Targeting
Market 1 Market 2
Product 1
Product 2
Targeting Strategy
Differentiated Strategy
Positioning
Brand Name
Dairy Milk
Positioning
A sweet to have during happy times
Perk
5 star Tobelerone Bournville Gems Celebrations Cadbury choco layered nuts Cadbury Shots
MILK-O-MANIA
Marketing Mix
Product Mix: Ingredients of products: Milk Powder, Edible cocoa butter, powdered sugar, vanilla extract, orange extract, ground ginger, roasted almond pinch of salt. Plain (Small Size) 18 grams Plain (Large Size) 36 grams Roast Almond (Small Size) 42 grams Roast Almond (Large Size) 80 grams
Price Mix
Pricing strategy Reference pricing
Price
10
25
Variant
Plain
Plain
Gram
18
36
Size
Small
Large
35
65
Roast Almond
Roast Almond
42
80
Small
Large
Place Mix
Strategy Channel Differentiation
Factories
Thane
Pune
Himachal Pradesh
Andhra Pradesh
2100 Distributor s
1,45,000 Retailers
Promotion
Newspaper Television and radio Advertisements Online Billboards and Transit Advertising Marketing communication Sales Promotion POP Displays GLORIFIERS
Contests
Events
Dealer Incentives
Marketing Budget
Last updated: Personnel Interns Stipend Market Research Primary research Advertising Newspaper TV Advertisement Billboards Transit Advertisement Online Advertisement Events Channels Channel communications and training Channel commissions/bonuses Channel promotions and incentives Total Marketing Budget 25th September, 2013 Quarter 3 (in ) Quarter 4 (in ) 4 Lacs 60 Lacs 45 Lacs Total 4 Lacs 105 Lacs
300 Lacs 500 Lacs 200 Lacs 57 Lacs 200 Lacs 10 Lacs
7 Lacs 5 Lacs 10 Lacs 1353 Lacs
300 Lacs 450 Lacs 200 Lacs 45 Lacs 200 Lacs 7 Lacs 5 Lacs 10 Lacs 1266 Lacs
600 Lacs 950 Lacs 400 Lacs 102 Lacs 400 Lacs 10 Lacs
14 Lacs 10 Lacs 20 Lacs 2619 Lacs
Thank You