Cadbury Marketing Plan: Introducing White Chocolate

Individual Presentation: Rahman Naim Mat Ali

Marketing Plan
The Objective is:
To introduce the product successfully in the market within period of 6 month To ensure high level of awareness by using effective marketing strategies To ensure overall growth of product in the market

Situation Analysis: SWOT

Strengths:
World leader in the confectionary market (>200 Worldwide) Good market reputation, with strong brands in the market and the company is well positioned in the market (70% market share) The target market is also quite large. Heavily investment on technology

Situation Analysis: SWOT

Weakness:
The target population is quiet large and there are fears the demand for the product, may outdo the capacity of the company to satisfy the demands of the mark The success of the other brands in the market may have negative effects on the introduction of the new brand in the market.

Situation Analysis: SWOT

Opportunities:
The company can introduce the product in the market in unique way, host events like sports or engage in corporate social responsibility activities The company can use a wide range of marketing strategies which will lead to the overall growth of the product in the market

Situation Analysis: SWOT

Threats:
There is threat of entry of other products in the market Change of the current external environment which is likely to alter the nature of the market. For example change in the taxing regime, government laws regulating the industry, and other factors.

Product Analysis
Product / Service Comparison Perceive Quality Feature 1 Feature 2 Benefit 1 Benefit 2 Cadbury White colored, colored, more creamy and tasty Packages in white and blue package Long rectangular bar form Competitive price Target market highest consumers of chocolate Nestle Brighter than the normal dark chocolate, a bit brittle Packaged in red an orange packages Short square form Target the upper class market High price likely to result to high profits with less sales

- Competitive Comparison Matrix

Market Segment
Currently serving a wide range of market ranging from the adult to the children population. The company has been taking a wide market population appeal in its marketing strategy. However this marketing strategy is targeting the female adult population.

Major competitors
Cadbury is a market leader in the industry. The other competitors are small compared to Cadbury and therefore the level of competition is expected to be a bit low.
Cadbury Core Strength Wide established operation and good reputation Wide distribution network Nestle Targets the high class market Links with big stores in the market

Secondary Strength Biggest Weakness

Weak distribution system Weak market appeal

Core Competency Comparison

Market share objectives

Once the product is introduced in the market- will marketundertake various marketing strategies which are aimed at ensuring market growth. Within the first 6 months of introduction of the product it will be expected to have about 5 percent share of female chocolate market. This is expected to growth to about 30 percent within a period of 3 years. This will be achieved through the use market growth strategies like brand renovation.

MARKETING RESEARCH
The research data shows that 70 percent of chocolate consumer ages from 20 years to 60 years are likely to purchase white chocolate from Cadburys Of this percentage, 88 percentage were females.

Primary Research
The primary research data for marketing was conducted in conjunction with the distributors. It showed a high rate of preference for introduction of white Cadbury in the market. The market research data shows increased preference of white chocolate among the adult female population.

Secondary Research
From the industry market research data, it is evident that about 77 percent of the chocolate market is concentrated in the urban areas E-commerce data shows an increasing trend in the use of online purchase in the population especially the emerging middle class

Customer profile
The specific customer for this product will be the adult female con Females are likely to consume chocolate more than males. They also make important purchases decision for the family and therefore they have a lot of influences on home purchases.

MAREKTING AND PROMOTION

Creating brand image
To create a brand image, brand personality approach will be used - the product will be tied to female s characteristic which they can easily identify with. This will identify the characteristics of the brand in relation to the target market. This will use key elements that enhance female appeal like styled, confident, sophisticated, and self assured.

MAREKTING AND PROMOTION

PRODUCT, PRICE, AND DISTRIBUTION STRATEGIES
Strategies in product will ensure provision of quality product in the market The pricing strategies will aim at creating a price competitive edge while the distribution strategies will ensure that the products reach the final consumers product in the market

MAREKTING AND PROMOTION

Product description:
The product will be offered in 45 gm packages, 100 gm and 200 gm packages

Pricing strategies:
Use price penetration strategy where it will use low prices strategy to penetrate the market this will be combined with cost plus pricing since it will have to operate at a profit market

MAREKTING AND PROMOTION

Distribution strategies:
use the current existing distribution changing. It will sell the product in wholesale to intermediary wholesales who will in return sell to the retailers

E-COMMERCE/MARKETING STRATEGY
The company already has a website but which will need to be expanded and upgraded Acquiring more computers and hiring more IT experts to add on the exiting one. The company is already connected to an ISP but will need to increase or change the broadband to make it more effective.

ADVERTISING
Advertising strategy: It will place advertisement in the mass media. It will also use direct marketing online. 27% Online Advertising, 46% Media Advertising & 27% Promotion

SALES PROMOTION
Internet sales promotion strategy:
Not only carry out off street sale promotion and sampling as a pull strategy but it will also use internet promotion strategy The company will offer special offer are a reduced at a discount of 15 percent for every purchase through the internet.

SALES PROMOTION
Traditional media strategy
direct mail campaign to reach the intended consumers This strategy will use normal discount for every purchase which will be carried out within limited period of time.

SALES PROMOTION
Channel Distribution: Push and Pull
The company will use pull strategies to entice consumer to purchase its product. Instead of giving out free sample the company will use discount strategies but it will also use off street sampling to help the consumer to directly experience the product.

IMPLEMENTATION AND CONTROL

The company will ensure that there is constant monitoring of the implementation The company will ensure that the plan is implemented on time There will be timely strategies that will be put in place to ensure that there is enough time to address any arising issue in the implementation of the marketing strategy.

END OF PRESENTATION
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