cadbury - new product launch
Post on 14-Jul-2015
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Strategic New Product Launch
3/15/2015 1Sruthi Nair
Sruthi NairMarketing Head
4Ps of Marketing
Product
Cadbury Lite - it’s a Delite
Sugar Free Chocolate
Include chocolate in your zero size
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PriceWeight Price
25gms Rs. 40
50grm Rs. 60
100grm Rs. 90
200gms Rs. 180
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Place
Pharmacies
Health Stores
Retail Outlets
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Promotion
2 Sets of Promotional AdvertisementFocusing Diabetic ChildrenOld age members with Diabetic issues
Ads involving no celebrities, but with high Emotional Content.
Health Magazines
Pubic Billboards and Hoardings.
Advertise in Hospitals 3/15/2015 5Sruthi Nair
Segmentation
Demographic Basis
Age & Life Cycle
• Diabetic Children of any age
• Adults with Diabetic Issues
• Health Conscious consumers
Gender
• Cadbury Lite is meant for all genders
Income
• It is very reasonable and affordable
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• People can give Cadbury Lite as gifts on many occasions .Gifts
• To create an atmosphere of having chocolate when they wish.User Status
Behavioral Basis
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Geographic Basis
Phase 3:
Phase 1:
Major Cities
• Bangalore, Calcutta, Delhi, Mumbai
Phase 2:Other Metropolitan cities.• Chandigarh, Chennai, Hyderabad, Jaipur, Surat.
If Phases 1 and 2 go successfully, we would go for deeper presentation into towns and rural areas.
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Targeting
Concentrated
FOCUS : According to the 2013 report of the American Diabetic Association, India is the worlds fastest growing Diabetic nation with every 7th person being a diabetic.
APPEAL : India 1st Sugar free commercial chocolate.
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Positioning
Sugar free & Calorie free Chocolate
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Consumer Behavior
WHAT : Sugar free chocolateWHY: Diabetics, Growing concern for health, economic and reasonableWHO: All diabetic consumers, Health freaksHOW: Retail priceWHEN: Multiple purchases based on desireWHERE: Retail outlets, Pharmacies, Health Stores
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SWOT Analysis
Strengths
Strong Brand AwarenessEffective AD campaignsEconomic and reasonable pricingCadbury has huge command over its distribution network spanning across India.
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Weakness
The pre-conceived mindset that chocolate is not good for health.
Any setback of raw materials to the confectionary industry.
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Opportunity
To venture into Liquor chocolates.Open Chocolate Boutiques across the country.Get into the ice cream portfolio.
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Threats
Competition from other international brands like Nestle, Lindt & Sprüngli, Mars Incorporated, Ferrero SPA and Indian brands like Amul.
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Thank you
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