marketing final

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Cadbury Bournville Prepared by: Vidhya Churi Sonal Save Sachin More Bhushan Patil Anil Kumar

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Cadbury India is the leading supplier of confectionery on the Indian market.. A global leader in the confectionery/beverages market. Operating in India since 1948. Cadbury India has five production plants: 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. Cadbury prides itself on its market leading brands such as Dairy Milk, Bourn-Vita, Halls, and many more…… The company continually strives to drive innovation within the confectionery category and offers its brands in a variety of formats and pack sizes, relevant to today’s changing consumer environment. Critical to this success is innovation in the development of new products and brands. Chocolate Confectionary Milk Food Drink Candy

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Bournville is an exciting product innovation …. offering consumers the luxury and goodness of dark chocolate to treat themselves. Background to Cadbury Bournville

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On October 2008, Cadbury launched its Bournville brand of dark chocolates in India . Bournville , a much neglected dark chocolate bar from Cadburys‘, has been relaunched as a new category of dark chocolates in India . Dark chocolate is one of the fastest growing categories abroad.

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Bournville over the years!!!

Features of the Product:

Features of the Product

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Market Research Market research is the gathering, recording and analyzing of information about markets and their probable reaction to product , price, distribution and promotion decisions.

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Bournville

4P’s Analysis:

4P’s Analysis

Product :

The dark brown covering of the packet with the picture of a melting chocolate cube looks inviting. The packaging talks about the health benefits – natural source of anti oxidants – associated with dark chocolate. The pack looks like one of those Switzerland-made chocolates, giving a perfect branding for it. Bournville has SPU ranging including – 80gm , 90gm Product

Bournville is made from the finest Ghana Cocoa beans and was launched in four variants: * Rich Cocoa * Almond * Hazelnut * Raisin & Nut :

Bournville is made from the finest Ghana Cocoa beans and was launched in four variants: * Rich Cocoa * Almond * Hazelnut * Raisin & Nut Earlier Now

Price :

Price Bournville has SPU ranging including : 80 Prices Appx . For 90gm: Ferrero Rocher – Rs. 110 Mars - Rs. 120 Snickers bar – Rs. 120 KitKat – Rs. 35 Perk – Rs.25

Promotion:

Promotion Use of social media marketing Cadbury India has created a blog, the-dark-truth.com, and a virtual character named Old Hound to strengthen the positioning of its dark chocolate brand, Bournville . TV Advertisement . . . Attractive Holdings. . . “You don't just buy a Bournville , you earn it ” .

THANK YOU:

THANK YOU Some other print communications!!

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Financial projections for 1 Year Television AD - 5 crores Newspapers - 3.80 Hoardings – 1cr Magazines ( health,food,fashion ) - 20 lakhs

Place:

Place It was launched in U.K Metropolitan Area’s- Mumbai; Delhi; Kolkata & Chennai in initial stage. Later by it was launched in urban, semi- urban, and nearby cities. But they targeted in urban areas.

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Bournville was targeted not for all customers. This brand is for those who love Dark chocolates.

SWOT Analysis:

SWOT Analysis Strengths Health Benefits: Chocolate with a high cocoa content is actually good for health. Strong Brand Image:: Cadbury’s main source of revenue is from chocolate market which is 70%. It captured the market with affordable prices. Continuous Innovation : The brand has been continuously launching variants to target different consumer segments. Sole Product in Dark -chocolate category High Distribution Reach : cadbury is having a very strong distribution network. it is having tie-up with 1.2 million shops throughout india . cadbury's distribution network encompasses 2100 distributors and 450,000 retailers .

Weaknesses :

Weaknesses High Price : Bournville is priced higher than other chocolates limiting its target customer Small market for bitter chocolates in India : People in our country generally prefer sweet and milky chocolates. So establishing a position was difficult. Classist Perception : The message of ‘earning it’ and the ‘not-for-everyone’ aura keeps a considerable section away from consuming the chocolate. Promotion : Consumers are not able to relate to the advertisements and promotions.

Opportunities :

Opportunities Changing lifestyles - Greater disposable income and increased purchasing power among the Indian consumers can be further capitalized. Gap in the “Dark chocolate” category : The dark chocolate market segment is still unexplored and faces no competition from other Indian brands in this segment.

Threats :

Threats Foreign competition: Faces tough competition from foreign brands like Mars, Ferro Rocher and Hershey. Shift in consumer preference : The premium segment in India is getting more inclined towards foreign brands in the dark chocolate category.

Conclusion :

Conclusion The introduction of Cadbury Bournville is an example of quite radical innovation. For such radical innovation the early stage is not always easy as it takes time to inform consumers and build awareness of the new product. However initial success suggest that Cadbury Bournville are here to stay!!!