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Cadbury Mikomania
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We value your milky sweet tooth...we
are innovating........
Roast Almond
MILK-O-MANIAMILK-O-
MANIA
• Key Marketing strategy- An attempt to increase the depth of the Cadbury’s 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
Pest Analysis
BCG Matrix
Ansoff Matrix
Existing Market
New Market
Existing Product
New Product
Objectives
Sale of 37,80,000 units worth rs.65 each
Segmentation
Targeting
Market 1 Market 2
Product 1
Product 2
Targeting Strategy
Differentiated Strategy
Positioning
Brand Name PositioningDairy Milk A sweet to have during happy times
Perk Chocolate filled with glucose energy
5 star Mesmerized by taste
Tobelerone Swiss chocolate
Bournville Precious dark chocolate
Gems Age less
Celebrations Strengthening Relationships
Cadbury choco layered nuts Made for love, with love
Cadbury Shots Value for money
MILK-O-MANIA Cadbury formula for White chocolate
Positioning as per product attributes
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 Variant Gram Size
₹ 10 Plain 18 Small
₹ 25 Plain 36 Large
₹ 35 Roast Almond 42 Small
₹ 65 Roast Almond 80 Large
Place Mix
Strategy – Channel Differentiation
Promotion
Marketing BudgetLast updated: 25th September, 2013
Quarter 3 (in )₹ Quarter 4 (in )₹ Total
PersonnelInterns Stipend 4 Lacs - 4 LacsMarket ResearchPrimary research 60 Lacs 45 Lacs 105 LacsAdvertisingNewspaper 300 Lacs 300 Lacs 600 LacsTV Advertisement 500 Lacs 450 Lacs 950 LacsBillboards 200 Lacs 200 Lacs 400 LacsTransit Advertisement 57 Lacs 45 Lacs 102 LacsOnline Advertisement 200 Lacs 200 Lacs 400 LacsEvents 10 Lacs - 10 LacsChannelsChannel communications and training 7 Lacs 7 Lacs 14 LacsChannel commissions/bonuses 5 Lacs 5 Lacs 10 LacsChannel promotions and incentives 10 Lacs 10 Lacs 20 LacsTotal Marketing Budget 1353 Lacs 1266 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