This document outlines Cadbury's strategic new product launch of Cadbury Lite, a sugar-free chocolate. It discusses the 4Ps of marketing - product (Cadbury Lite being a sugar-free chocolate), price (prices ranging from Rs. 40 to Rs. 180 depending on weight), place (selling through pharmacies, health stores, and retail outlets), and promotion (using advertisements targeting diabetic children/adults and health magazines/billboards). It also covers segmentation, targeting, positioning, consumer behavior analysis, and a SWOT analysis for the new product launch.
5. Promotion
2 Sets of Promotional Advertisement
Focusing Diabetic Children
Old age members with Diabetic issues
Ads involving no celebrities, but with high
Emotional Content.
Health Magazines
Pubic Billboards and Hoardings.
Advertise in Hospitals 3/15/2015 5Sruthi Nair
6. Segmentation
Demographic Basis
Age & Life Cycle
• Diabetic
Children of
any age
• Adults with
Diabetic
Issues
• Health
Conscious
consumers
Gender
• Cadbury Lite
is meant for
all genders
Income
• It is very
reasonable
and
affordable
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7. • People can give Cadbury Lite as gifts
on many occasions .Gifts
• To create an atmosphere of having
chocolate when they wish.User Status
Behavioral Basis
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8. Geographic Basis
Phase 3:
Phase 1:
Major Cities
• Bangalore,
Calcutta, Delhi,
Mumbai
Phase 2:
Other
Metropolitan
cities.
• Chandigarh,
Chennai,
Hyderabad,
Jaipur, Surat.
If Phases 1 and 2 go
successfully, we
would go for deeper
presentation into
towns and rural
areas.
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9. Targeting
Concentrated
FOCUS : According to the 2013 report of the
American Diabetic Association, India is the
worlds fastest growing Diabetic nation with
every 7th person being a diabetic.
APPEAL : India 1st Sugar free commercial
chocolate.
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11. Consumer Behavior
WHAT : Sugar free chocolate
WHY: Diabetics, Growing concern for health,
economic and reasonable
WHO: All diabetic consumers, Health freaks
HOW: Retail price
WHEN: Multiple purchases based on desire
WHERE: Retail outlets, Pharmacies, Health Stores
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12. SWOT Analysis
Strengths
Strong Brand Awareness
Effective AD campaigns
Economic and reasonable pricing
Cadbury has huge command over its distribution
network spanning across India.
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13. Weakness
The pre-conceived mindset that chocolate is
not good for health.
Any setback of raw materials to the
confectionary industry.
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14. Opportunity
To venture into Liquor chocolates.
Open Chocolate Boutiques across the country.
Get into the ice cream portfolio.
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15. Threats
Competition from other international brands
like Nestle, Lindt & Sprüngli, Mars Incorporated,
Ferrero SPA and Indian brands like Amul.
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