cadbury milk

21

Upload: kamal-jain

Post on 27-Nov-2015

66 views

Category:

Documents


4 download

DESCRIPTION

Cadbury Mikomania

TRANSCRIPT

Page 1: Cadbury Milk
Page 2: Cadbury Milk
Page 3: Cadbury Milk

We value your milky sweet tooth...we

are innovating........

Page 4: Cadbury Milk

Roast Almond

MILK-O-MANIAMILK-O-

MANIA

Page 5: Cadbury Milk

• Key Marketing strategy- An attempt to increase the depth of the Cadbury’s 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.

Page 6: Cadbury Milk

SWOT ANALYSIS

Page 7: Cadbury Milk

Pest Analysis

Page 8: Cadbury Milk

BCG Matrix

Page 9: Cadbury Milk

Ansoff Matrix

Existing Market

New Market

Existing Product

New Product

Page 10: Cadbury Milk

Objectives

Sale of 37,80,000 units worth rs.65 each

Page 11: Cadbury Milk

Segmentation

Page 12: Cadbury Milk

Targeting

Market 1 Market 2

Product 1

Product 2

Page 13: Cadbury Milk

Targeting Strategy

Differentiated Strategy

Page 14: Cadbury Milk

Positioning

Brand Name PositioningDairy Milk A sweet to have during happy times

Perk Chocolate filled with glucose energy

5 star Mesmerized by taste

Tobelerone Swiss chocolate

Bournville Precious dark chocolate

Gems Age less

Celebrations Strengthening Relationships

Cadbury choco layered nuts Made for love, with love

Cadbury Shots Value for money

MILK-O-MANIA Cadbury formula for White chocolate

Positioning as per product attributes

Page 15: Cadbury Milk

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

Page 16: Cadbury Milk

Price Mix

Pricing strategy – Reference pricing

Price Variant Gram Size

₹ 10 Plain 18 Small

₹ 25 Plain 36 Large

₹ 35 Roast Almond 42 Small

₹ 65 Roast Almond 80 Large

Page 17: Cadbury Milk

Place Mix

Strategy – Channel Differentiation

Page 18: Cadbury Milk

Promotion

Page 19: Cadbury Milk

Marketing BudgetLast updated: 25th September, 2013

Quarter 3 (in )₹ Quarter 4 (in )₹ Total

PersonnelInterns Stipend 4 Lacs - 4 LacsMarket ResearchPrimary research 60 Lacs 45 Lacs 105 LacsAdvertisingNewspaper 300 Lacs 300 Lacs 600 LacsTV Advertisement 500 Lacs 450 Lacs 950 LacsBillboards 200 Lacs 200 Lacs 400 LacsTransit Advertisement 57 Lacs 45 Lacs 102 LacsOnline Advertisement 200 Lacs 200 Lacs 400 LacsEvents 10 Lacs - 10 LacsChannelsChannel communications and training 7 Lacs 7 Lacs 14 LacsChannel commissions/bonuses 5 Lacs 5 Lacs 10 LacsChannel promotions and incentives 10 Lacs 10 Lacs 20 LacsTotal Marketing Budget 1353 Lacs 1266 Lacs 2619 Lacs

Page 20: Cadbury Milk

Evaluation and Control Techniques

• Elaborate Market Research to find out consumer response to Cadbury MILK-O-MANIA by employing MBA Students for Summer Internship

• Actual Sales in target market will be compared with Marketing plan

• Close analysis on Marketing budget

• Analyzing Market share

Page 21: Cadbury Milk

Thank You