We value your milky sweet tooth...we are innovating........

MILK-O-MANIA MILK-O-MANIA

Roast Almond

 Key Marketing strategy- An attempt to increase the depth of the Cadburys most profitable product line i.e. Chocolates by adding a new variant Milk Chocolate. Brand Name for the new variant Cadbury MILK-O-MANIA.

Variant to be sold in two sub-variants Plain and Roasted Almonds Product is to be sold countrywide.

SWOT ANALYSIS
Acquisition by Kraft Existing Brand loyalty Good distribution in tier 1 and tier 2 cities Low cost of production

STRENGTHS

WEAKNESS

Relatively high price in comparison with competitor brand Poor distribution network in rural areas

Only one major clear competitor among milk chocolate brands. OPPORTUNITIES Help in introducing other sub variants under parent brands in rural markets

THREATS

Rising cost of raw materials. Threat from existing brown chocolate brands and generic substitutes like choco chip and milk cream biscuits

Pest Analysis
Upcoming Elections Change in law
High Interest rate Falling rupee and poor GDP figures

POLITICAL

ECONOMIC

SOCIAL

TECHNOLOGICAL

India Youngest Country Excellent market presence of Parent company.

Major technological revamp Projected new plant set up in 2015

BCG Matrix

Ansoff Matrix
Existing Product New Product

Existing Market

Market Penetration

Product Development

New Market

Market Extension

Diversification

Objectives
Financial Objectives
Sale of 1,08,86,400 units worth rs.10 each. Sale of 68,04,000 units worth rs.25 each. Sale of 54,43,200 pieces of units worth rs.35 each Sale of 37,80,000 units worth rs.65 each

Non Financial Objectives

To increase brand awareness of MILK-O-MANIA across PAN India To ensure robust distribution of the product in urban, semi urban and rural areas

Segmentation
Segmentation

Consumer Personal Characteristics Demographic Segmentation Geographic Segmentation PAN India, Future plans to expand

Consumer Responses

Occasions

Attitude

Loyalty Status

Age

Split of Soft Core Loyals

Hard Core Loyals

Targeting
Market 1 Market 2

Product 1

MILK-O-MANIA Plain for Kids

Product 2

MILK-O-MANIA Roast almonds for occasions and Adults

Targeting Strategy
Differentiated Strategy

Positioning
Brand Name
Dairy Milk

Positioning
A sweet to have during happy times

Perk
5 star Tobelerone Bournville Gems Celebrations Cadbury choco layered nuts Cadbury Shots

Chocolate filled with glucose energy

Mesmerized by taste Swiss chocolate Precious dark chocolate Age less Strengthening Relationships Made for love, with love Value for money Cadbury formula for White chocolate Positioning as per product attributes

MILK-O-MANIA

Marketing Mix
Product Mix: Ingredients of products: Milk Powder, Edible cocoa butter, powdered sugar, vanilla extract, orange extract, ground ginger, roasted almond pinch of salt. Plain (Small Size) 18 grams Plain (Large Size) 36 grams Roast Almond (Small Size) 42 grams Roast Almond (Large Size) 80 grams

Price Mix
Pricing strategy Reference pricing
Price
10
25

Variant
Plain
Plain

Gram
18
36

Size
Small
Large

35
65

Roast Almond
Roast Almond

42
80

Small
Large

Place Mix
Strategy Channel Differentiation
Factories

Thane

Pune

Himachal Pradesh

Andhra Pradesh

2100 Distributor s

1,45,000 Retailers

Promotion
Newspaper Television and radio Advertisements Online Billboards and Transit Advertising Marketing communication Sales Promotion POP Displays GLORIFIERS

Contests

Events

Dealer Incentives

Marketing Budget
Last updated: Personnel Interns Stipend Market Research Primary research Advertising Newspaper TV Advertisement Billboards Transit Advertisement Online Advertisement Events Channels Channel communications and training Channel commissions/bonuses Channel promotions and incentives Total Marketing Budget 25th September, 2013 Quarter 3 (in ) Quarter 4 (in ) 4 Lacs 60 Lacs 45 Lacs Total 4 Lacs 105 Lacs

300 Lacs 500 Lacs 200 Lacs 57 Lacs 200 Lacs 10 Lacs
7 Lacs 5 Lacs 10 Lacs 1353 Lacs

300 Lacs 450 Lacs 200 Lacs 45 Lacs 200 Lacs 7 Lacs 5 Lacs 10 Lacs 1266 Lacs

600 Lacs 950 Lacs 400 Lacs 102 Lacs 400 Lacs 10 Lacs
14 Lacs 10 Lacs 20 Lacs 2619 Lacs

Evaluation and Control Techniques

Elaborate Market Research to find out consumer response to Cadbury MILK-O-MANIA by employing MBA Students for Summer Internship Actual Sales in target market will be compared with Marketing plan Close analysis on Marketing budget Analyzing Market share

Thank You