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GEORGE CADBURY FOUNDER OF THE TRUST 1839 1922 John Cadbury opened a shop in Birmingham selling cocoa and chocolate in 1824 On 7 May 2008, the separation of their confectionery and Americas Beverages businesses was completed
Cadbury India is a fully owned subsidy of Kraft Foods Inc The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals.
Approximately $50 billion in revenues 25%+ of global revenue from emerging markets #1 in global confectionery #1 in global biscuits More than 50% of global revenue from snacks and confectionery
With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The company employ approximately 140,000 people and have operations in more than 70 countries.
11 brands with more than $1 billion in revenue 70+ brands with more than $100 million in revenue 40+ brands over 100 years old
In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai.
MARKETING STRATEGIES FOR NEW PRODUCT LAUNCH -A STUDY ON CUNSUMERS AND RETAILERS RESPONSE ON SELECTIVE PARAMETER FOR LAUNCHING NEW CHOCOLATE SYRUP
To find level of importance of factors influencing purchasing decision of chocolate syrup. To find out the requisite factors responsible for successful launch of chocolate syrup.
TYPE OF RESEARCH Descriptive Exploratory TYPE OF DATA USED AND DATA COLLECTION METHOD Primary Data Secondary Data
SAMPLING Convenience Sampling UNIVERSE All the consumer of chocolate syrup in India SAMPLING UNIT Each single individual who is consumer of chocolate syrup in Faridabad city & acted as respondent
POPULATION All the consumer who are the user of chocolate syrup in Faridabad city SAMPLE SIZE Sample size is the number of people who should be surveyed. For the study, sample size is 50 consumer and 35 retailer .
1 litre 275 `
600 ml 155 `
300 ml 115 `
DISCOUNT
High End Grocers(HEG ) Food Stores Supermarket/Hyper market Chemists Low End Grocers(LEG)
PROMOTION
Advertising Plan Electronic media Print media Visual display and holdings Superior marketing Advance communications Innovative radio programs Effective press usage Cinema Cadbury Delicious book Free sampling with Cadbury premium brands
PROMOTIONAL PROGRAMMES
Main competitor:
Godrej Hersheys some other small manufacturer
Market Position:
Enjoying the top place in Indian market Available strengths of chocolate syrup are 640 ml 350 ml Available flavor are Chocolate and strawberry
BRAND AWARENESS COMPANY NAME: CADBURY BRAND NAME: CHOCO DELITE CATEGORY: CHOCOLATE SYRUP AVAILABLE SIZES:
1 Ltr 600 ml 350 ml
DEMOGRAPHIC SEGMENTATION:
(a) Age:Under 13, 13-35,over 35 (b)Gender: Male, Female, children (c )Income: Upper and middle class people (d)Education: Uneducated, Primary school, Matriculation, Intermediate, Bachelors, Masters ,PhD
(b) GENDER: Children, females, males ,specially house wives (c) INCOME: Households A with income range. 30000 and above Households B* with income range15000-30000 Households C** with income range.1000015000
Market and Demand factor Competitor cost , Price & offers Other External Factor Economic Condition Government action Social action
ors influencing the purchase decision of chocolate syrup Consumers N=50 Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers N=50
Retailers N=35
Consumers
Retailers
Pack that people want of chocolate syrup to be in market by Cadbury N=50 Consumers
Consumers N=50
Retailers N=35
omotional offers that attracts Promotional offer that will create market for chocolate onsumers the most syrup
Mode of advertisement influence the good brand image of Chocolate syrup Consumers N=50 Retailers N=35
Cadbury should launch this chocolate syrup as India is a developing country and scope of huge success of the product exist
So its suggested to launch CHOCOLATE SYRUP in to market. Consumer gave positive response regarding new chocolate syrup. The refrigerator should be provided to retailers. Scheme should be in clear words regarding display