4P's,6O's,new marketing strategy

2. GROUP MEMBERS:
 ANUBHAV LAL
13007
 HETANSHI DESAI
13030
 HIMANI CHOWHAN
13031
 ISHA AGGARWAL
13033
 PALAK AGRAWAL
13047
 SAYALEE DEORE
13061

3. CONTENTS








Introduction
Company’s Profile
Market Analysis
Marketing mix
STP
Consumer behaviour (6 O’s)
MNC Model
Conclusion

4. INTRODUCTION

5. Company’s Profile

6. CADBURY IN INDIA
1948
Operation began in India
1965
Pioneered the development of cocoa cultivation in India

7. CADBURY IN INDIA

8. Market Analysis
Cadbury Chocolate preferred the most
Consumption
Dairy milk (56%)
5 Star (18%)
Gems (8%)
Perk (6%)
Bournville (4%)
Dairy milk silk (4%)
Temptations (2%)
Celebrations (2%)

9. Our Mission
T E M P TAT I O N S
• Cadbury’s Temptation will be premium chocolate
brand aimed for high value consumption.
“To provide our customers
with a tempting and
exquisite taste”

10. Product
Place
Marketing
Mix
Price
Promot
-ion

11. T E M P TAT I O N S

12. T E M P TAT I O N S
Parent Company Cadbury
Category
Chocolates
Sector
Food Products
Tagline/ Slogan
USP
Too Good to share
4 delicious flavour variants - Raisin
Apricot, Almond Treat, Cashew Appeal,
Rum and Raisins.
Jelly chocolate – blueberry, cranberry.

13. PRODUCT LIFECYCLE
Growth
Maturity
SALES
Introduction
TIME
More emphasis on Advertisement & Promotion.
Maximum Innovation in the product.
Decline

14. PRICE
T E M P TAT I O N S
Temptation bar (72 gms) – 65/Temptation lollipop – 15/-
Jelly temptation – 80/-

15. PLACE
T E M P TAT I O N S
Cadbury Temptations will be produced at the
chocolate factory
MANUFACTURING UNITS AT:
Thane
Induri (Pune)
Malanpur
(Gwalior)
Baddi
(Himanchal
Pradesh)
Bangalore

16. Distribution Strategy
T E M P TAT I O N S
Wholeseller
Factory
Customers
Retailer

17. PROMOTION
ADVERTISING
TV
Hoardings
Internet
Radio
News papers
Magazines
T E M P TAT I O N S
SALES PROMOTION
Brand Ambassadors
Offers
Value Packs

18. T E M P TAT I O N S
Promotion
Through
Brand
Ambassador

19. T E M P TAT I O N S
For the Irresistible.... Campaign
Get your experience carved on the pack of
your favourite temptation to let others know
about your sweet memories

20. S
T
P

21. T E M P TAT I O N S
MARKET SEGMENTATION
Demographic Bases
Age & Life
Cycle
`
Gender
• Buyers come
under the age
group from
4yrs and above
• Temptation is
meant for male
as well as
female
Income
• It is very
reasonable and
affordable
• Can be
consumed by
all income
groups.

22. Behavioural Bases
T E M P TAT I O N S
Occasions
• Will change the concept of consuming
chocolates from occasionally to
casually.
• Diwali, Rakhsha Bandhan etc.
Gifts
• People now give Dairy Milk as gifts on
many occasions .
User Status
• Establishing a status.
• It will become a part of lifestyle.

23. TARGETING
T E M P TAT I O N S
 All age groups Lower, middle and upper class
people
 Its journey from "meant for kids” to “meant
for everyone”
 Prime customers – lovers…and people who
believe in celebrating each day with sweet
memories

24. A chocolate which
is too good to
share
Symbol of love
and care
POSITIONING
Chocolate for
people in love
Boy
Mother
Dad
Friend
Girl
Child
Mom
Friend

25. Consumer Behaviour
6 O’s

26. What does the market buy?...
Object of Purchase

27. Why does it buy?...
Objectives of Purchase
PHYSICAL
Physiological
• Want
• Hunger
• Temptation
• To relish
SOCIAL
Esteem and Status
• Reputation
• Prestige
• Desire

28. O
Who buys?... rganization of
Purchasing

29. O
How does it buy?... perations
of Purchasing Organizations
Low cost
New
concept
Quantity
Brand
Quality

30. When does it buy?...
Occasions of Purchase

31. Every Day can be a
Special Day !
T E M P TAT I O N S
SPECIAL DAYS

32. Value of the Product
T E M P TAT I O N S
Emotional benefits
Cost of the Product
Attachment ,Happiness
Care, Love, Enhances
Relations etc
>
Price you pay for a
Temptation

33. Where does it buy?
Outlets of purchase

35. Market Attractiveness
MNC Model
H
L
Invest and
Grow
Maintain
H
T E M P TAT I O N S
Selectively
Grow
Harvest
L
Co’s Performance

36. CONCLUSION
We have been trying to get out of image of
"Just another chocolate” and have tried to
position as for all and not only for kids. We
would be successful in doing so and
customers would believe that
TEMPTATIONS is not only a chocolate
but means of celebrations on all occasions