INSTITUTE FOR INTERNATIONAL MANAGEMENT AND TECHNOLOGY GURGAON

Subject

Advertisement

Topic

Marketing plan

Module Leader – Dr. S.S.Nandi

SUBMITTED TO SUBMITTED BY

Dr. S.S. Nandi 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

it’s 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.

B C

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

Density: Urban, rural

DEMOGRAPHIC Age: 5-30

Gender: Female, Male, Bisexual

Family Size: 1,2, 3, 3+

Income: Above 8000 monthly.

Education: Literate, illiterate

Religion: All

PSYCHOGRAPHIC Social Class: Upper, middle, lower

BEHAVIOURAL 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 Positioning StatementFor People of age 5+Who For those who are choco-lovers.The New taste in chocolate worldThat Have wafers and chocolate bothUnlike 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 Areas Rates1 Billboard DELHI/NCR 1,00,00,000

2 Metros and Local train DELHI/NCR 1,50,00,0003 Magazine MONTHLY 50,00,0004 News paper TOI 50,00,000

H T 50,00,000DAINK JAGRAN 30,00,000

THE HINDU 30,00,0004 Television and movies CHANNALS 2,00,00,000

Movies 1,00,00,0005 DIGITAL MARKETING FACEBOOK 30,00,000

TWITTER 30,00,000YOUTUBE 30,00,000

6 Hoarding BUS/RAILWAY STATION/

50,00,000

BUSES/ TRAIN 50,00,0007 OTHERS CAMPAIGN 25,00,000

CANOPY 25,00,000Total cost 10,00,00,000

Television advertising and movie

TV channels Rates (per 10 secs)

Total view in a day

Total cost

Hungama TV 80000 15*4=60 60*80000 48,00,000Pogo 1 lakhs 10*5=50 50*1,00,00

050,00,000

Zee (popular program)

1.2 lakhs 6*10=60 60*1,20,000

72,00,000

Sony SAB (popular program)

1.5 to 2.5 lakhs

2*10=20 20*1,50,000

30,00,000

MOVIES 1,00,00,000

Total 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 PAGES SIZE AMOUNT TOT/HT 3ed /30time 20*40 2*(88,000*30=264 0,000)

=52,80,000

2nd last/ 60 times 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

Dainik

jagran/The

Hindu

3ed /20time 20*40 2*(88,000*20=17,60,000)

=35,20,000

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 PLACE COST Metro /train Bogie/54 panel/100days 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 Pages Number of times Cost

Outlook 3rd and last 8 15,00,000

India Today 3rd and last 8 20,00,000

Lifestyle 3rd and last 8 15,00,000

Total 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 DAYS COST (in Rs.)

FACEBOOK 30 30,00,000

Twitter 30 30,00,000

youtube 30 30,00,000

Total 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 Rate (in Rs.) No of hoardings

Cost (in Rs.) No of days Cost (in Rs.)

CP 2000 10 20000 100 2000000Chandni chowk 1500 10 15000 100 2000000

Rajeev chowlk 2000 10 20000 100 1500000

MG road 1500 5 75000 100 750000Schekandar pur 1500 5 75000 100 750000

Hauz khas 1500 10 15000 100 1500000Chandni chowlk

1500 10 15000 100 1500000

Total cost 1,00,00,000

Bus station/ railway station:Most of passenger travel by the buses and trains. So product advertisement may more profitable.

Place Cost (in Rs.)Trains 35,00,000

Buses 35,00,000

Hoardings 30,00,000

Total 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 Places Cost (in Rs.)

Campaign Delhi NCR 25,00,000

Canopy Delhi NCR 25,00,000

Total 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-ad-rates.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-ad-rates.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-between-

competing-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/1415659940/14162F09AA35D40A206/1?

accountid=32648>