1. THE UNIVERSITY OF BURDWAN
DEPARTMENT OF BUSINESS
ADMINISTRATION
MBA

2. Presented By
Presented to-
Prof.Debmalya Dutta
RAJORSI PANJA (05)
ANKUR KHANDAWAL( )
KAZI MONJUR KADAR(27)
SUMONTO MAJI( )

3.  comment on segments chosen by these brands
Cadbury and nestle and suggest their
segmentation and positioning strategies based
on the consumer behavior parameters like life
cycle and life style.
 suggest appropriate marketing strategies
increase from promotioning these brands to
appropriate segments in tune with both urban
and rural consumers.

4. Wafers
Parent Company Parle
Category Wafers
Sector Food Products
Tagline/ Slogan Parle Wafers khaane ka match jitnane ka
USP Tasty waters for the youth with huge number of
flavors

5. Parle Wafers
Biscuit
Parle Wafers
chocolate

6. Kitkat
Parent Company Nestle
Category Chocolate
Sector Food Products
Tagline/ Slogan Have a break have a Kitkat ;Good Food Good Life
USP Chocolate covered wafer

7. Argentina:”Change the day start
within”
Germany: “Give yourself a break”
United state: “The smart choice”

8. Kit Kat has been positioned as a chocolate
bar to have as a relaxation tool.

9. segmentation and
positioning
strategies based on
the consumer
behavior
parameters like life
cycle and life style.

10. Wafers(STP)
Segment People who want to have between meal snacks
Target Group Youth of Lower, middle income
Positioning Strategy Wafers for young superstitious people

11. Segment People looking to have a chocolate which is
high in quality and moderately priced
Target Group All age groups Lower, middle and upper class
people
Positioning A chocolate to be had whenever one takes a
break
Kitkat(STP)

12. Wafers
Marketing strategy:.
▷Good distribution and availability
▷ Available in flavors
▷ Cheaper when compared to lays
Competitors:
▷Pepsi Lays
▷Bingo
▷Haldirams
▷Kurkure
▷ Diamond Wafers
▷ Local wafers

13. Kitkat
Marketing strategy:
Competitors:
▷ Cadbury Perk
▷ Nestle uses the most suitable language for advertising in different
countries.
▷ Financial, marketing and sales strategies are formulated by
gauging the Periodic research carried out to judge market trends.
▷ Excellent advertising and visibility
▷ Good product distribution and availability
Nestle Marketing strategy in india and forign

14. 1.Leverage successful brand Parle
2.Advertise more
3.Launch Unique Flavors different from the normal four.
Business Opportunity of wafers
1.Untapped rural markets
2.Better product packaging and preservation
3.Leverage Nestle's successful brand
If the above companies are able to achive the above
opportunites the both of the company will run
successfully in future.
Business Opportunity of Kitkat
CONCLUSION