Dairy Milk vs Topmilk Chocolate Marketing Management Project

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Dairy Milk vs Topmilk Chocolate Marketing Management Project

  1. 1. Marketing Management Final Project Name: Arid No: ATIF SAJJAD MIR 12-ARID-1409 BBA : 3RD Section : A Submitted To : Ma’am Farida Faisal
  2. 2. Question: Pick any two Brands which are being marketed in Pakistan. (a) Brand 1: Should be having a very effective Marketing Management Strategy. (b) Brand 2: Should be having a very poor Marketing Management Strategy. INTRODUCTION I have choose Two Brands one is very good in market and second is Very Poor in Market. (a) Brand 1 that is very good in Market that is CADBURY DAIRY MILK Chocolate (b) Brand 2 that is very poor in Market that is Mitchell’s Top Milk Chocolate About Cadbury Dairy Milk Chocolate Cadbury made the first Dairy Milk Bar in England in 1905. Dairy Milk is a brand of chocolate and dairy milk is the big success of Cadbury. And dairy milk is the famous brand of chocolate. Dairy milk chocolate considers a very good brand in Pakistan.
  3. 3. About Mitchell’s Top Milk Chocolate Mitchell’s introduced a Chocolate Brand name TOP MILK CHOCOLATE in Pakistan. Top Milk chocolate is very pure creamy milk chocolate. And Top Milk Brand is very Poor Brand in Pakistan. Marketing Concepts I applied marketing concepts on my both two brands. Holistic Marketing Concept Holistic marketing concept consists upon four approaches. (a) Relationship Marketing. (b) Integrated Marketing. (c) Internal Marketing. (d) Performance Marketing. (a) RELATIONSHIP MARKETING
  4. 4. Relationship marketing is the first approach of Holistic marketing. Relationship marketing is the marketing in which to create a strong, satisfying Long term Good relationships with customers in order to earn more profit to retain the business. There are Four Keys of Relationship Marketing (a) Customers (b) Channel (c) Partners (d) Suppliers Now I Discuss the Relationship Marketing with Cadbury Dairy Milk. Cadbury Dairy Milk Cadbury Dairy milk is successful in RELATIONSHIP MARKETING. They provide a good quality of chocolate and their customers are very satisfied and loyal. (a) Customers Customers of Cadbury Dairy Milk are very loyal because they provide good quality of Chocolate. And their customers are not switch to other brand of chocolate. Customers of Cadbury dairy milk always prefer to this chocolate (b) Channel The channel of Cadbury Dairy milk chocolate is very wide across different countries. Cadbury dairy milk chocolate is available on every retail stores and also on bakeries etc. This is the most famous brand in Pakistan.
  5. 5. (c) Partners Cadbury dairy milk have very large amount of partners in Pakistan. The partners of Cadbury Dairy milk mostly are retailer stores. (d) Suppliers The relationship with the suppliers of Cadbury dairy milk is very good. Suppliers provide good material to the company good coco powder, provide god milk to company and that’s why their relation with Cadbury is very good. Now I Discuss the Relationship Marketing with Top Milk Chocolate by Mitchell’s. Mitchell’s Top Milk (a) Customers Mitchell’s Top milk chocolate is not successful in Relationship Marketing. Their relationship with customer is not good. And their customers also switch to other brands. (b) Channels The channel of Mitchell’s Top milk chocolate is so limited. They availability of Mitchell’s Top milk is on few retailer shops. (c) Partners The partners of Mitchell’s Top milk are very few in Pakistan. and the relationship with the partners are not good. (d) Suppliers The relationship with the suppliers is not Good. Through this Mitchell’s top milk is not successful in Relationship Marketing. (b) Integrated Marketing
  6. 6. Integrated marketing is the second approach of Holistic Marketing. In Integrated Marketing in which to create communicate and deliver value to the customers. Integrated marketing consists upon or we also called this Four Ps (Product, Price Place, Promotion) called Integrated Marketing. CADBURY DAIRY MILK (a) Product Cadbury products are Chocolates name Dairy milk chocolate, Perk, and toffee are éclair. (b) Price The price of Cadbury dairy milk chocolate are: 10 Grams Dairy Milk Chocolate Price is 10 Rs. The Price of Cadbury dairy milk Crackle 24 grams is 25 Rs. The Price of Cadbury dairy milk Boast Almond 47 grams is 55 Rs. The Price of Cadbury dairy milk Chocolate Fruit and Nuts 47 Grams is 55 Rs And the Cadbury dairy milk in Large size 100 grams in 120 Rs. And the Cadbury dairy milk introduces new chocolate name Dairy milk Bubbly 40 grams in 55 Rs. And the prices of these are same across different countries in Pakistan. (c) Place The headquarter of Cadbury dairy milk is in KARACHI. And the four sales offices of Cadbury dairy milk in Pakistan that are in RAWALPINDI, MULTAN, LAHORE AND SARGODHA. And their availability is in all major cities of Pakistan. (d) Promotion Cadbury Dairy milk promote their product through advertisement, through social sites through internet newspaper and through radio.
  7. 7. Mitchell’s Top Milk (a) Product Mitchell’s product is Chocolate name top milk chocolate. And this is not successful brand. (b) Price The price of Mitchell’s Top milk chocolate are: The Price of top milk 23 grams 12 bars is 20 Rs. The Price of top milk 55 grams 12 bars is 45 Rs. The Price of top milk Chocolate Fruit and Nuts 50 Grams 12 bars is in 60 Rs . (c) Place The headquarter of Mitchell’s Top milk is in KARACHI. (d) Promotion Mitchell’s Top milk promotes the product through advertisement. Not on Social sites and not on radio. (C) Performance Marketing Performance Marketing is the third Approach of Holistic Marketing. Performance marketing is based upon two concepts. (a) Financial Accountability (b) CSR CADBURY DAIRY MILK (a) Financial Accountability In Financial accountability in which the marketers is justify their
  8. 8. investment. And investment is justified to senior management. The sales of Cadbury dairy milk is in billions in a year. IN 2012 Items Per pack Per cotton Material 320 1600 Processing 65 325 Financial cost 83 415 Sales team exp 132 660 Others 66 200 Total 666 2300 Mitchell’s Top Milk The sales of Mitchell’s top Milk is in 10 millions in a year. MARKETING REALITIES IN 21ST CENTURY (a) Network Information Technology In Network information technology in which there is a industrial age and the digital revolution has created. CADBURY DAIRY MILK The Cadbury dairy milk use a latest information technology. They promote their product through ads on Television and through social sites like Facebook , Twitter etc. They also use
  9. 9. latest technology to make their website beautiful. Mitchell’s Top Milk In Mitchell’s Top Milk there is no use of latest information technology and no innovation in their technology. (b) Globalization Globalization in which to expand their business on international level called globalization this is the new marketing reality in 21st century. Cadbury Dairy Milk This brand Cadbury dairy milk is marketed globally on different countries. And this brand Cadbury dairy milk is well known and very famous brand and all the people know very well about this brand. Mitchell’s Top Milk Mitchell’s Top milk brand is not marketed globally. And this brand is not well known and this is not a famous brand. (c) Deregulation Deregulation in which trade barrier is less. And less interference of Government. Cadbury Dairy Milk Trade barrier is less in Pakistan so the Cadbury dairy milk maintaining high price and high cost. Mitchell’s Top Milk Mitchell’s Top milk brand is a fail brand so the reduction in
  10. 10. trade barrier can’t help to this brand. (d) Privatization Cadbury Dairy Milk Cadbury Dairy milk is a Private company. Mitchell’s Top Milk Mitchell’s Top Milk is also a private company. (e) Heightened Competition In heightened competition in which the manufactures facing the competition of domestic and foreign brands. Cadbury Dairy Milk Cadbury dairy milk also facing the intense competition in Pakistan from the competitors like jubilee luxury but the Cadbury dairy milk is on the top in the chocolates. Mitchell’s Top Milk Mitchells Top milk also faces the intense competition but they could not the better from other brands because Mitchell’s top milk is a fail brand. (f) Customer Resistence Cadbury Dairy Milk Cadbury dairy milk is very successful brand and Cadbury dairy milk is very good control in customer resistance by build a strong relationship with their customers.
  11. 11. Mitchell’s TOP MILK Customers of Mitchell’s top milk switch to other brand because they don’t have trust on the brand. VALUE CHAIN The value chain is the process in which to create more value for the customers called value chain. In value chain there are five primary and four supporting activities. Marketed and Sales Cadbury Dairy Milk Cadbury dairy milk marketed themselves strongly by Ads on through social sites, on Tv Ads. Mitchell’s Top Milk Mitchell’s Top milk is failed to market their brand. And the sale is also low. BRAND EQUITY Brand equity in which added value on the product and the services this is called brand equity. Brand equity of Cadbury dairy milk is very high. And the brand equity of Mitchell’s top milk is very low. Aaker Model Aaker model consists upon 5 dimensions. (a) Brand Loyalty (b) Brand Awareness
  12. 12. (c) Perceived Quality (d) Brand Association (e) Property Asset (a) Brand Loyalty Brand loyalty in which the customer are loyal to that brand and don’t switch to other brands this is called brand loyalty. CADBURY DAIRY MILK The customers of Cadbury dairy milk are very loyal. And they don’t switch to other brands because they provide a good quality then other brands. Mitchell’s Top Milk The customers of Mitchell’s Top milk are not loyal and they switch to other brands. (b) Brand Awareness Brand awareness in which how much the customers of that brand is familiar and aware called brand awareness. CADBURY DAIRY MILK The customers of Cadbury dairy milk are very much aware to this brand. Mitchell’s Top Milk The customers of Mitchell’s Top milk are not much aware to that brand. People are not using this brand very much.
  13. 13. (c) Perceived Quality Perceived quality in which the brand perceives the best quality. CADBURY DAIRY MILK Customers of Cadbury dairy milk perceive the high quality with deliver value. Mitchell’s Top Milk Mitchell’s Top milk doesn’t perceive a high quality brand because this brand is failed to perceive the good quality. (d) Brand Association Brand association in which to link the brand with other person, image place called brand association. CADBURY DAIRY MILK Cadbury dairy milk links the brand with actor’s, celebrities to show the brand association. Mitchell’s Top Milk No Brand Association of this brand. (e) Property Asset Property asset in which the Relation with trade partners , patents and other special deals called property asset. CADBURY DAIRY MILK Cadbury Dairy Milk registered their trademark and logo.
  14. 14. The slogan of Cadbury Dairy milk is ‘KUCH MEETHA HO JAYE’ Mitchell’s Top Milk Mitchell’s Top milk is also registered their brand and trademark and no other company can use their logo and trademark. BRAND ELEMENT CHOICE CRITERIA Brand element criteria consist upon six brand element choice criteria. These are following: (a) Memorable Memorable in which how brand can easily be memorable. CADBURY DAIRY MILK The name of the Cadbury dairy milk can easily memorable and recognize while purchasing. Mitchell’s Top Milk The name of Mitchell’s Top Milk is also memorable but customer don’t recognize very much about that brand. (b) Meaning full Does the presence of the brand is meaning full to the customer or not? CADBURY DAIRY MILK
  15. 15. Cadbury Dairy milk in which the name of the brand, slogans of the brand, brand logo create a meaning to the customers of Cadbury dairy milk. Mitchell’s Top Milk Mitchell’s top milk in which the name of the brand, is not create a meaning to the customers of Mitchell’s Top milk. No slogan of this brand. (c) Likeable Is this brand is likeable or not? CADBURY DAIRY MILK The brand of Cadbury dairy milk is very likable. The slogan of this brand is very likable. Mitchell’s Top Milk Mitchell’s Top milk Brand is not likeable. No slogan of this brand. (d) Transferable Are Brand elements are used to introduce new products in the same or different categories? CADBURY DAIRY MILK Yes Cadbury can be transferable to other different products. For e.g. Toffee, ban ties. Mitchell’s Top Milk Yes Mitchell’s can be transferable to other different products. For Examples: Jam Jellies, pickles.
  16. 16. (e) Adoptable How this brand element is adoptable? CADBURY DAIRY MILK Cadbury dairy milk brand element is easily adoptable. Mitchell’s Top Milk Mitchell’s Top milk brand element is also adoptable. (f) Protectable How the brand is legally protectable? CADBURY DAIRY MILK Cadbury brand is legally registered and protectable no one can copy this brand logo slogan etc. Mitchell’s Top Milk Mitchell’s Brand is also legally registered and protectable No one can copy this brand logo etc.
  17. 17. Customer Questioner CADBURY DAIRY MILK 1) Is the brand of Ads attracts you? a) Strongly disagree (b) Disagree (c) Neutral (d) Agree (e) Strongly agree (2) Why u always prefer this brand and not other? (a) Price (b) Taste (c) Quantity (d) Service (3) Are you loyal with this brand? (a) YES (B) NO (4) Is this brand provides you a best value? a) Strongly disagree (b) Disagree (c) Neutral (d) Agree (e) Strongly agree (5) Are you purchasing this brand first time? a) Yes (b) No (6) Do u like this brand? (a) YES (B) NO (7) Are You satisfied with this Brand? a) Yes definitely (b) No never (8) Is this brand is easily available when you want to purchase? a) Yes (b) No (9) Have you recommend this brand to others? a) YES (B) NO (10) what comes to your mind when other tells you about this brand? Ans: I feel enthusiastic when I hear about this brand THANK YOU
  18. 18. Customer Questioner Mitchell’s TOP MILK 1) Is the brand of Ads attracts you? a) Strongly disagree (b) Disagree (c) Neutral (d) Agree (e) Strongly agree (2) Why u always prefer this brand and not other? (a) Price (b) Taste (c) Quantity (d) Service (3) Are you loyal with this brand? (B) NO (a) YES (4) Is this brand provides you a best value? a) Strongly disagree (b) agree Disagree (c) Neutral (d) Agree (e) Strongly (5) Are you purchasing this brand first time? (b) No a) Yes (6) Do u like this brand? (a) YES (B) NO (7) Are You satisfied with this Brand? (b) No never a) Yes definitely (8) Is this brand is easily available when you want to purchase? a) Yes (b) No (9) Have you recommend this brand to others? (B) NO a) YES (10) what comes to your mind when other tells you about this brand? Ans: when I hear about this brand and the first thing comes to my mind is that this is totally fail brand. THANK YOU
  19. 19. TRADER QUESTIONIER CADBURY DAIRY MILK Do u Sale your product Globally? (a) YES (B) NO Are your company Adopting Latest Information Technology? 1. 2. (a) YES (b) No Your Company is spending for the welfare of people? 3 4. (a) AGREE (b) DISAGREE Does this company use Marketing Approach? (a) Yes (b) No 5 Is Your Company is completing targeting the product? (a) YES (b) No Is This Brand affected by the season or not? Yes this brand is affected by the season. In winter the sale of this brand is high. In summer the sale of this brand is not much high. 6 7 Who is your strong Competitors? Jubilee 8. What is the core competency of your brand? Milk, coco powder 9. How you promote the product? Through Advertisement, On social sites etc. 10. Are your brand having out sourcing or not? (a) Yes (b) No
  20. 20. TRADER QUESTIONIER Mitchell’s Top MILK 1. Do u Sale your product Globally? (a) YES (B) NO 2. Are your company Adopting Latest Information Technology? (a) YES (b) No Your Company is spending for the welfare of people? 3 4. (a) AGREE (b) DISAGREE Does this company use Marketing Approach? (a) Yes (b) No 5 Is Your Company is completing targeting the product? (b) 6 YES (b) No Is This Brand affected by the season or not? Yes this brand is affected by the season. 7 Who is your strong Competitors? Cadbury Dairy Milk 8. What is the core competency of your brand? Milk 9. How you promote the product? Through Ads. 10. Are your brand having out sourcing or not? (a) Yes (b) No
  21. 21. ANALYSIS / CONCLUSION I have interviewed the traders and the customers. I observed that the traders of CADBURY DAIRY MILK are more aware to the brand and having allot of information about their brand as compared MITCHELL’S TOP MILK. And the customers are more concern, people that are using CADBURY DAIRY MILK and their customers are very loyal and the Customers who are using Mitchell’s Top Milk chocolate once are more hesitant to purchase again. And the Cadbury dairy milk customers purchase this brand again and again.

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