PRESENTER:-JITIN KUKREJA

MBA 2A

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.

Chocolates

Snacks

Beverages

Candy

Gums

Cadbury Dairy Milk

5 Star

Perk Éclairs

Celebrations

Bournvita

Halls

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 .

QUALITY

PACKAGING

AVAILABLE SIZES

1 litre 600 ml 300 ml

275 ` 155 ` 115 `

INTRODUCTORY PRICE

◦ 1 litre……275 `

◦ 600 ml …155 `

◦ 350 ml…. 115 `

DISCOUNT

◦ High End Grocers(HEG )◦ Food Stores◦ Supermarket/Hyper market◦ Chemists◦ Low End Grocers(LEG)

LOCATION◦ All over INDIA

PROMOTION ◦ Advertising Plan◦ Electronic media◦ Print media◦ Visual display and holdings

PROMOTIONAL PROGRAMMES◦ Superior marketing◦ Advance communications◦ Innovative radio programs◦ Effective press usage◦ Cinema◦ Cadbury Delicious book ◦ Free sampling with Cadbury premium brands

Main competitor:

◦ Godrej Hershey’s

◦ 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

Profitability Objective

Market Share Objective

Customer Satisfaction

BRAND AWARENESSCOMPANY NAME: CADBURYBRAND NAME: CHOCO DELITECATEGORY: CHOCOLATE SYRUP

AVAILABLE SIZES:◦ 1 Ltr◦ 600 ml◦ 350 ml

PACKAGING: PLASTIC BOTTLES

MAJOR CITIES INITIALLY TARGETED:◦ Delhi and NCR region◦ Mumbai◦ Chennai◦ Kolkata

GEOGRAPHIC SEGMENTATION:REGION:Country –wise;Province-wise; City-wise etc

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

BEHAVIORAL SEGMENTATION

(a) Purchase Occasion: Regular occasion,Special occasion

(b) Benefits Sought: Quality,Economy(c) User Status :Non-user,Ex-user,Potential

user,Regular user(d) Loyalty Status: None,Medium,Strong,Absolute

GEOGRAPHIC REGION DEMOGRAPHIC (a) AGE: Below 13,13-35 (b) GENDER: Children, females, males ,specially

house wives (c) INCOME:

◦ Households A with income range. 30000 and above

◦ Households B* with income range…15000-30000

◦ Households C** with income range….10000-15000

Market and Demand factor Competitor cost , Price & offers Other External Factor Economic Condition Government action Social action

People who are using chocolate syrup N=50

Various purpose of usage of chocolate syrup N=49

Acceptance level of customers with regards to chocolate syrupN=50

Factors influencing the purchase decision of chocolate syrup

Consumers N=50

RetailersN=35

Consumers N=50

RetailersN=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 CadburyN=50

Consumers

Promotional offers that attracts Consumers the most

Promotional offer that will create market for chocolate syrup

Consumers N=50 Retailers N=35

Mode of advertisement influence the good brand image of Chocolate syrup

Consumers N=50 Retailers N=35

Bottle which the customers prefer

Consumers N=50 Retailers N=35

Reasonable price of syrup according to customers

Consumers N=50 Retailers N=35

Bottles of chocolate syrup of competitor sold in a week N=35

Type of packing bottle N=35

Cadbury should launch this chocolate syrup as India is a developing country and scope of huge success of the product exist

People are wiling to use the chocolate syrup if launched by Cadbury.

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