...Branding Challenge: Some of the branding challenges that were faced by Cadbury while launching their Premium Brand Silk are: "When we started work on Silk, we trawled the marketing and socio-cultural worlds to understand how mainstream brands can give birth to strong sub-brands that hit above them. And there aren't too many such examples." - Kawal Shoor, head of planning, Ogilvy India * How to create a sub-brand of CDM that sells at 11 times that of the CDM price. "Silk, the way it has been positioned, has the ability to stand alone today, basically due to the very different product delivery it offers. While Silk is smooth and 'melty' CDM is hard and chunky. However, at the same time, CDM and its base equity remains." - Brand consultant Harish Bijoor * A major challenge that such a sub-brand of an existing successful brand has to tackle is how not to alienate lovers of the base product, who have a palate memory that is as old as their childhood. "CDM extended chocolate consumption to firstly, the adult segment, and secondly, to all the different occasions for which meetha (sweets) used to be consumed in the Indian context, in a sense "repositioning" chocolate in the mind of the consumer." -Tanuka Ghoshal, assistant professor - marketing, ISB Hyderabad * With such a successful core brand, it is indeed a challenge to sufficiently differentiate an extension in the same category, price it at a premium point, and make it a success. Defining Premiumness: Premium...
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... * Product development * Distribution * Pricing * Promotional strategies I will explain all these marketing points in two contrasting organisations. One of them is a Cadbury and the other is Nestle. 1. PRODUCT DEVELOPMENT It is a process which is designed to develop, test and consider the viability of products which are new to the market in order to ensure the growth or survival of the organisation. Developing new product evaluations for the following criteria: 1.1 Product portfolio “Product portfolio is the range of products that an organization has to offer to its customers” ( Eve Wydebach, 2010)” To show a product portfolio I would like to use CADBURY as an example. It is one of the largest confectionery companies. Cadbury’s offer: * Bars: Fredo, Curly Wurly, Brunch, Snack, Fudge, Picnic, StarBar, Timeout, Dream, Flake, Boost, Double Decker, Bournville, Chomp, Dairy Milk, Dairy Milk Chocos, Dairy Milk Bliss, Wispa, Twirl, Crunchie. * Cakes and biscuits: Digestive biscuits, Flake Celebration Cake, Mini Rolls, Fingers, Caramel Cake Bars, Half Coated Mini Animal Biscuits. * Boxes, bags and tins: Twirl Bites, Heroes, Chocolate Eclairs, Dairy Milk Caramel Nibbles, Milk Tray, Buttoms, Clusters, Crunchie Rocks, KOKO, Dairy Milk Tasters, Roses. * Drinks: Highlights, Hot Chocolate Instant, Bournville Cocoa, Drinking Chocolate. * Ice cream and desserts: Heavenly Vanilla Cup, Crunchie Cup, Dairy Milk Caramel Cone, Flake 99 Cone, Chocolate Trifle...
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...1 Contents: Contents Umbrella Branding Tata Teleservices Tata Docomo Indian Telecom Industry SWOT Analysis Effect Of the Merger 2 Umbrella Branding: Umbrella Branding An umbrella brand is an overarching brand used across multiple related products. Umbrella branding is also known as family branding. It contrasts with individual product branding, in which each product in a portfolio is given a unique brand name and identity. There are often economies of scope associated with umbrella branding since multiple products can be efficiently promoted with a single advertisement or campaign. 3 Cont……….: Cont………. Umbrella branding facilitates new product introductions by providing a familiar brand name, which can lead to trial purchase, product acceptance, or other advantages. Umbrella branding imposes on the brand owner a greater burden to maintain consistent quality. A good example is AMUL - Amul Butter, Amul Cheese, Amul Milk, Amul Icecream , Amul Chocolates etc 4 Benefits: Benefits Brand image of parent brand acts as a differentiating factor for product in extremely competitive market. Extra cost of Brand creation is not required. Umbrella branding help to create dependent perception about product as parent Brand. Umbrella branding helps to give positioning to product. Advertising and promotional efforts should be combined for all the products falling under family brand. New product launch become easier and cheaper. New product find ready recognition and market set...
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...Marketing Strategy of Cadbury Cadbury India is a food product company dealing in Chocolate Confectionery, Beverages, Candy and Snacks. Cadbury is the market leader in Chocolate Industry with a market share of 70%. Some of their favorite products are Cadbury Dairy Milk, Perk, 5 Star, Celebrations, Eclairs, Gems and Temptations, Bournvita. John Cadbury, the founder of the Cadbury business was born on 12th August 1801. Cadbury was founded 200 years ago when John Cadbury has opened his shop in Birmingham selling chocolate and cocoa with other glossary. Cadbury started its operation in India in 1948 by importing chocolates and distributing in the Indian Market. This project shows some research on current marketing strategy used by Cadbury in Indian market. I have also try to find some of Strength, Weakness, Opportunity and Threats of the Cadbury for Indian chocolate industry. Table of Contents 3 1. About Cadbury 4 2. Cadbury in India 4 3. Aim & Objective of the Project 6 4. Comparative Analysis 7 5. Marketing Mix of Cadbury 9 10 6. Current Marketing Strategies used by Cadbury and Market Segments 14 7. SWOT Analysis of Cadbury 16 8.Conclusion 17 9. Reference List 18 About Cadbury Cadbury was founded 200 years ago. Cadbury is a food product company producing Chocolate products. They are the market leader of this industry holding 70% of the total market share. Some of the well-known products of Cadbury are Dairy Milk, Perk, 5 Star, Eclairs, Celebrations, Temptations...
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...its consequences and role of IMC in handling the situation Cadbury India Ltd is the market leader in Indian confectionary segment. Its major product is Dairy Milk which has sales of close to one million bars per day. During October 2003, worms were found in Cadbury bars at eight outlets in Maharashtra. The consequences were terrible and led to dip in sales volume, less co-operation from retailers and morale of employee dwindled. The media publicity spread like wild fire and the common perception of consumers was that every Cadbury bar could have worms in it, which tarnished the brand image of the company. With through investigation, Cadbury identified that the cause for this was lenience by the retailers who placed the chocolate beside items which were susceptible to worms. Corrective actions taken by Cadbury Cadbury took the responsibility for the slack in educating retailers It launched a three pronged program – Project Vishwas that addressed trade, consumers and media and employees A retail monitoring and education program was launched that performed quality checks at over 50,000 outlets and educated 190000 wholesalers and retailers regarding storage requirements. Cadbury’s MD urged the media to assure the consumers that Cadbury was safe to eat. He also emphasized on the care a consumer needs to take before buying a chocolate. Employees were briefed about actions taken through meetings with senior managers. With the help of the proper mix of IMC tools they regained...
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...strategic thinking, there are two major dynamics: environment led ‘fit’ and resource led ‘stretch’. For Cocoa Sublime, Resource led ‘stretch’ suits properly. Calvin has a business vision to diversify the business. It has ample opportunities to cover through chocolate chips that they can leverage. It has scope to create a new market to improve its value for money. Calvin believes in utilizing the competencies that Cocoa Sublime has: reputation of high quality chocolate, excellent customer service, and Australian sourced ingredients. 1.3 Levels of Strategy: Cocoa Sublime is one of the family owned chocolate makers and leading brand in specialty chocolate market in Australia. Thus, it has to consider strategies at three levels: corporate, business, and functional. • For corporate level strategy, Cocoa Sublime has encountered steady growth in its market and thus it has planned to diversify its business. With the growing concern of health consciousness among Australians, it plans to launch something with health benefit. These are all corporate level strategies. • For business level strategy, Cocoa Sublime has merged with Temple to provide with chocolate chips. It has entered health food segment with its high quality chocolates. It has launched a separate strategic business unit...
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...survive and grow successfully in the future. VCIL is in three types of cocoa-based product businesses. First is the industrial products business of semi-processed cocoa used in different stages of chocolate manufacturing. Second is the chocolate business where it competes with large, established brands owned by multinational companies. Third is the cocoa-based beverage business. The focus of the case is mainly on VCIL’s cocoa-based beverage business. THE BEGINNINGS The company set up a plant with large production capacities to produce and market chocolates under its own brand name. The capacity utilization for the various product lines in 2000 ranged from 9 per cent to 40 per cent. On closer examination, it is seen that the highest capacity utilization is in the industrial product lines of cocoa bean crushing and cocoa powder (40% and 30% respectively). The capacity utilization for the consumer product lines ranges from 9 per cent for the moulded chocolate line to 23 per cent for the Victor Plus beverage line. Due to the low capacity utilization, especially in its consumer product lines, the company was forced to take up contract work from MNCs for the production of chocolates under the MNC’s brand name. Although not explicitly mentioned in the case, it seems that the company was initially an industrial products firm supplying semi-processed inputs to the MNCs who produced and marketed chocolates under their own brand names. Due to the seemingly large...
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...selected company (Brand) 4 Introduction to Brand and Designing a Branding Strategy 5 Branding in relation to consumer physiologically and socially 6 Brand development and Justification of brand development decisions 7 The impact of the Internet and Advertising on the brand development 8 Co branding, Brand Damage and brand confusion in relation to the selected company/brand 9 Co branding and its impact upon the selected brand/company 10 Internationalisation of branding and justification of the selected company 10 Summary 11 References 12 Introduction to the company and the brand This paper outlines an imaginary company created by the author in order to show how the company can develop brand strategy; this includes development of the logo and brand name. Explanation of the basis of the brand valuation, creation and justification and demonstrating the various facets of a national brand and the internationalization of that brand, the Company selected and the name and brands associated with the company follow here under. The company will be involved in development of, computers, associated software, smart phones, and innovative music player media. The company which in this paper will be referred to us Protegrity will operate from London, United Kingdom. When its started by the two founding partners who were in college together, the aim will be to start a company that will offer innovative products and services that everyone across the globe would love to use. The...
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...Industry Profile For many centuries, soap was primarily used for laundering. However,laundry detergents have essentially replaced soap because they perform overa broad range of water hardness levels.Laundry Detergent and washing powders have become an important part of every consumer’s life. The market offers a variety of washing powders, eachbrand claiming to wash the cleanest at unbeatable prices to consumers. Laundry detergents, however, exert a hidden but taxing cost on theenvironment and consumer health due to their environment-damagingproperties. Phosphates are one of the main ingredients in most present-daylaundry detergents and are also the primary culprits in polluting waterbodies. Laundry detergent is also widely used in the Pakistan market, theaverage per annum consumption of laundry detergent is approximately33,000 tons - One tone detergent costs around 138,000 Rs.Since the last two years, the market trend (Pakistan) in the laundrydetergents has taken a good pace, and many consumers are switching fromthe bar soaps to laundry detergents. In terms of percentage, the increaseratio is about to 20-25% per annum Overview Unilever’s Surf Exel Unilever was created in 1930 when the British soap-maker Lever Brothersmerged with the Dutch margarine producer, Margarine Unie.At that time, an international merger was an unusual move. But the ownersof the two companies could see that bringing together complimentarybusinesses with strong global networks would create...
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...the success of the new product line? The major challenges: 1) Market Research: When the product is launched, at its inception stage the most important aspect in which every company should put in their focus is market research. Initially the company had chosen 20 people for one concept.. Considering the magnitude of the potential production this number is too low for a sample size which is the basis of any form of market research. It is important that we select the sample size for testing the product diligently after considering the fact that it would be a fair representation of the target population. The percentage of cocoa which was initially agreed by the sample size was 90 % but they wanted to test a new product with less percentage of cocoa (70%). This step could have been implemented when they were conducting market research. 2) Positioning: Positioning is the process by which one product acquires space in the minds of the consumer. Apollo should target the minds of the consumer based on the various analysis which are as follows: a) Population is changing its preferences towards healthy products. b) Women’s association being stronger and intense with chocolates and their ability to perceive the difference between premium and non- premium chocolate then men. c) Men preferred these aspects of chocolate-energy boosters, quick, easy, convenient and affordable. d) Adults preferred snack size product with o.25-0.60 ounces e) Dark chocolates are preferred by those...
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...expected to exceed $62 billion by 2009.1 Americans might not need premium treats, but we surely want them and want them daily. Concerned with the high saturated fat and sugar content for decades, consumers have set aside premium chocolates for the most special occasions. Recent research has revealed the potential health benefits of chocolate to the public. More and more people are embracing chocolates, some are even incorporating higher-quality treats into their daily routines. As a result, the premium chocolate market grew at an annual rate of 10.5% during the period between 2001 and 2005 compared to a paltry 1.8% of the overall chocolate candy sales.2 Premium chocolate is far and away the most exciting category in the confectionery segment. 1Steuer, Joan. ”Confectioner: The Chocolate Report”. Chocolatemarketing.com. 2007 2Moran, Michelle. “Category Analysis: Chocolate: Quality Satisfies American Sweet Tooth. AllBusiness.com. June 2006 Links of Interest FAQs, recipes, and a link directory with links to schools, shops, and suppliers. http://www.completechocolate.com/HobbyistConsumer.htm Hershey’s recently introduced website – touted as “the ultimate resources for all things chocolate” http://www.allchocolate.com/ Website by Ghirardelli containing chocolate recipes, party ideas etc. http://www.savorchocolate.com/ Starbucks started it all. Thanks to the Seattle coffee maker’s success, the whole consumable goods industry has been redefined. The masses, enthralled with...
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...Starbucks New Product Marketing Plan Shanna Cobb-Adams, Terri Corona, Antony Coumans, Andrea Garcia, Mary Hale, Paula Warren MKT 421 April 30, 2012 Mark McClintock Starbucks New Product Marketing Plan When a firm is developing a new product it is important to create a marketing plan for that product. The plan begins by researching the products competitors are offering and the products competitors are lacking. The new product should meet the needs of consumers not currently met in the market. This offers the new product a greater chance of success. The next step in developing the plan should include an analysis of the strengths, weaknesses, opportunities, and threats that the new product will face. The plan should also include the marketing approach and implementation to bring the new product to market. Starbucks Profile Starbucks opened its first store in 1971 in Seattle, Washington, at Pike’s Place Market. Starbucks is known for outstanding coffee, tea, and treats as well as a warm, inviting atmosphere. Starbucks’ Mission is “to inspire and nurture the human spirit – on person, one cup and one neighborhood at a time” (Company Profile, p. 1). As of October 2, 2011 the total amount of Starbucks stores in operation is 17,003. Starbucks values its employees and calls them “partners” to show the value each of them brings to the company. The partners of Starbucks receive full benefit packages and stock options. Starbucks is also a company that...
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...male grooming products, owned by the British–Dutch company Unilever and marketed towards the young male demographic. Unilever launched axe in France in 1983. Another of Unilever’s brands, Impulse, inspired it. Unilever were keen to capitalize on Axe's French success and the rest of Europe from 1985 onwards, later introducing the other products in the range. Unilever were unable to use the name Axe in the United Kingdom and Ireland due to trademark problems so it was launched as Lynx. The European launch of the deodorant was followed by success in Latin America and moderate impact in Asia and Africa. In the new millennium, the brand has launched with great success in the United States and Canada. The company has also consolidated its deodorant portfolio by migrating other overlapping male deodorants into the Lynx brand such as South Africa's Ego brand. In January 2012, Unilever launched its first Lynx product for women in the United Kingdom as part of a global expansion of the previously men’s-only brand. The Line of products is named "Axe Anarchy". AXE, a leader in men's care, is an iconic personal care brand around the world that helps men look, smell and feel their best. The Unilever-manufactured brand is available in a line of deodorant bodysprays, deodorant and anti-perspirant sticks, shower gels and hair care products. AXE is the No. 1 men's grooming brand in the U.S., excluding shaving hardware, and achieved this status only seven years after launch. Including deodorant...
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...CARDBURY SCHWEPPES LIMITED MARKETING PLAN i Marketing plan ii Table of Contents EXECUTIVE SUMMARY ............................................................................................... 4 MARKETING OBJECTIVES ................................................................................................. 4 PRODUCTS OR SERVICES .................................................................................................. 5 PROJECTED OUTCOMES .................................................................................................... 5 SITUATION ANALYSIS ................................................................................................. 5 COMPANY ANALYSIS/INTERNAL ANALYSIS ..................................................................... 8 TECHNOLOGICAL COMPETENCY/EXPERTISE .................................................................... 9 MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS ........................................................... 10 PRODUCT/SERVICE ANALYSIS ........................................................................................ 11 MARKET SEGMENTS ....................................................................................................... 12 MAJOR COMPETITORS/PARTICIPANTS ............................................................................ 12 PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES ........................................ 13 EXTERNAL ANALYSIS ..........................................
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...creation of strategic marketing plans with the elements of the marketing mix. While creating a marketing strategy, an enterprise must consider many factors. The creation of the strategy begins by deciding what the overall objective of the enterprise should be. The next step is to choose a strategy for the offering that will be most effective in the market. In this study, marketing strategies and marketing decisions in the new-product-development process will be observed, the criteria that are effective in this process will be defined and in order to reflect the real life situations as much as possible, the interactions among criteria will also be taken in consideration and Analytic Network Process (ANP) will be used to handle those interactions. Keywords—Marketing, Strategy Selection, ANP company image in the market and reduce risks by increasing the range of products; companies always need new products. The general expectation of the customer is always toward the new and improved products. Demand tends to approach the new products, without wasting time. New products should be launched at the same speed or...
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