The document discusses a marketing presentation about launching a new chocolate syrup product by Cadbury in India. It provides background on Cadbury's operations in India, discusses market research conducted with 50 consumers and 35 retailers to understand factors influencing purchase decisions and preferences for the new product, and recommends that Cadbury launch the chocolate syrup in India as consumers and retailers expressed positive responses.

1. PRESENTER:- JITIN KUKREJA MBA 2A

2. GEORGE CADBURY FOUNDER OF THE TRUST 1839 – 1922 John Cadbury opened a shop in Birmingham selling cocoa and chocolate in 1824 On 7 May 2008, the separation of their confectionery and Americas Beverages businesses was completed

3. Cadbury India is a fully owned subsidy of Kraft Foods Inc The combination of Kraft Foods and Cadbury creates a global powerhouse in snacks, confectionery and quick meals.

4. Approximately $50 billion in revenues 25%+ of global revenue from emerging markets #1 in global confectionery #1 in global biscuits More than 50% of global revenue from snacks and confectionery

5. With annual revenues of approximately $50 billion, the combined company is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The company employ approximately 140,000 people and have operations in more than 70 countries.

6. 11 brands with more than $1 billion in revenue 70+ brands with more than $100 million in revenue 40+ brands over 100 years old

7. In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at 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.

9. Chocolates Snacks Beverages Candy Gums

10. Cadbury Dairy Milk 5 Star Perk Éclairs Celebrations Bournvita Halls

13. MARKETING STRATEGIES FOR NEW PRODUCT LAUNCH -A STUDY ON CUNSUMERS AND RETAILERS RESPONSE ON SELECTIVE PARAMETER FOR LAUNCHING NEW CHOCOLATE SYRUP

14. To find level of importance of factors influencing purchasing decision of chocolate syrup. To find out the requisite factors responsible for successful launch of chocolate syrup.

16. TYPE OF RESEARCH Descriptive Exploratory TYPE OF DATA USED AND DATA COLLECTION METHOD Primary Data Secondary Data

17. SAMPLING Convenience Sampling UNIVERSE All the consumer of chocolate syrup in India SAMPLING UNIT Each single individual who is consumer of chocolate syrup in Faridabad city & acted as respondent

18. POPULATION All the consumer who are the user of chocolate syrup in Faridabad city SAMPLE SIZE Sample size is the number of people who should be surveyed. For the study, sample size is 50 consumer and 35 retailer .

20. QUALITY PACKAGING AVAILABLE SIZES

21. 1 litre 600 ml 300 ml 275 ` 155 ` 115 `

22. INTRODUCTORY PRICE 1 litre……275 ` 600 ml …155 ` 350 ml…. 115 ` DISCOUNT

24. High End Grocers(HEG ) Food Stores Supermarket/Hyper market Chemists Low End Grocers(LEG) LOCATION All over INDIA

25. PROMOTION Advertising Plan Electronic media Print media Visual display and holdings PROMOTIONAL PROGRAMMES Superior marketing Advance communications Innovative radio programs Effective press usage Cinema Cadbury Delicious book Free sampling with Cadbury premium brands

27. Main competitor: Godrej Hershey’s some other small manufacturer

28. Market Position: Enjoying the top place in Indian market Available strengths of chocolate syrup are 640 ml 350 ml Available flavor are Chocolate and strawberry

30. Profitability Objective Market Share Objective Customer Satisfaction

31. BRAND AWARENESS COMPANY NAME: CADBURY BRAND NAME: CHOCO DELITE CATEGORY: CHOCOLATE SYRUP AVAILABLE SIZES: 1 Ltr 600 ml 350 ml PACKAGING: PLASTIC BOTTLES MAJOR CITIES INITIALLY TARGETED: Delhi and NCR region Mumbai Chennai Kolkata

32. GEOGRAPHIC SEGMENTATION: REGION: Country –wise ; Province-wise; City-wise etc DEMOGRAPHIC SEGMENTATION: (a) Age:Under 13, 13-35,over 35 (b)Gender: Male, Female, children (c )Income: Upper and middle class people (d)Education: Uneducated, Primary school, Matriculation, Intermediate, Bachelors, Masters ,PhD

33. BEHAVIORAL SEGMENTATION (a) Purchase Occasion: Regular occasion , Special occasion (b) Benefits Sought: Quality , Economy (c) User Status :Non-user , Ex-user , Potential user , Regular user (d) Loyalty Status: None , Medium , Strong , Absolute

34. GEOGRAPHIC REGION DEMOGRAPHIC ( a) AGE: Below 13 , 13-35 (b) GENDER: Children, females, males ,specially house wives (c) INCOME: Households A with income range. 30000 and above Households B* with income range…15000-30000 Households C** with income range….10000-15000

35. Market and Demand factor Competitor cost , Price & offers Other External Factor Economic Condition Government action Social action

42. People who are using chocolate syrup N=50

43. Various purpose of usage of chocolate syrup N=49

44. Acceptance level of customers with regards to chocolate syrup N=50

45. Factors influencing the purchase decision of chocolate syrup Consumers N=50 Retailers N=35

46. Consumers N=50 Retailers N=35

47. Consumers N=50 Retailers N=35

48. Consumers N=50 Retailers N=35

49. Consumers N=50 Retailers N=35

50. Consumers N=50 Retailers N=35

51. Consumers N=50 Retailers N=35

52. Consumers N=50 Retailers N=35

53. Consumers N=50 Retailers N=35

54. Consumers Retailers

55. Pack that people want of chocolate syrup to be in market by Cadbury N=50 Consumers

56. Promotional offers that attracts Consumers the most Promotional offer that will create market for chocolate syrup Consumers N=50 Retailers N=35

57. Mode of advertisement influence the good brand image of Chocolate syrup Consumers N=50 Retailers N=35

58. Bottle which the customers prefer Consumers N=50 Retailers N=35

59. Reasonable price of syrup according to customers Consumers N=50 Retailers N=35

60. Bottles of chocolate syrup of competitor sold in a week N=35

61. Type of packing bottle N=35

62. Cadbury should launch this chocolate syrup as India is a developing country and scope of huge success of the product exist People are wiling to use the chocolate syrup if launched by Cadbury.

63. So its suggested to launch CHOCOLATE SYRUP in to market. Consumer gave positive response regarding new chocolate syrup. The refrigerator should be provided to retailers. Scheme should be in clear words regarding display