CARDBURY SCHWEPPES LIMITED MARKETING PLAN →
CARDBURY SCHWEPPES LIMITED MARKETING PLAN →
i CARDBURY SCHWEPPES LIMITED MARKETING PLAN
Marketing plan ii ii Table of Contents EXECUTIVE SUMMARY . 4 MARKETING OBJECTIVES . 4 PRODUCTS OR SERVICES . 5 PROJECTED OUTCOMES . 5 SITUATION ANALYSIS . 5 COMPANY ANALYSIS/INTERNAL ANALYSIS . 8 TECHNOLOGICAL COMPETENCY/EXPERTISE . 9 MACRO-LEVEL MARKET (INDUSTRY) ANALYSIS . 10 PRODUCT/SERVICE ANALYSIS . 11 MARKET SEGMENTS . 12 MAJOR COMPETITORS/PARTICIPANTS . 12 PROJECTED MARKET GROWTH/MARKET SHARE OBJECTIVES . 13 EXTERNAL ANALYSIS . 13 CURRENT OPPORTUNITIES . 13 POTENTIAL FUTURE OPPORTUNITIES . 14 ENVIRONMENTAL THREATS . 14 COMPETITIVE THREATS . 14 TECHNOLOGICAL THREATS . 14 MARKETING RESEARCH . 15 PRIMARY RESEARCH . 15 SECONDARY RESEARCH . 15 CONSUMER ANALYSIS . 16 CUSTOMER PROFILE . 16 CONTINUOUS CONSUMER MONITORING AND RESEARCH . 16 TARGET MARKET(S) AND PROFILE(S . 17 MARKETING AND PROMOTION/ADVERTISING OBJECTIVES . 17 MARKETING OBJECTIVES . 17 PROMOTION/ADVERTISING OBJECTIVES . 18 BRANDING CONCEPTS/OBJECTIVES . 18 CREATING A BRAND IMAGE . 18 PRODUCT, PRICE AND DISTRIBUTION STRATEGIES . 19 PRODUCT DESCRIPTIONS AND PRODUCT/SERVICE MIX STRATEGIES . 19 PRICING STRATEGIES . 19 DISTRIBUTION STRATEGIES . 19 SALES PROJECTIONS . 19 MARKETING BUDGETS . 20 BUDGETING LIMITATIONS AND ASSUMPTIONS . 20 RETURN GOALS . 20 OBJECTIVE AND TASKS . 20 E-COMMERCE/INTERNET MARKETING STRATEGY . 21 E-COMMERCE INFRASTRUCTURE . 21 E-COMMERCE OBJECTIVES . 21
Marketing plan 3 3 WEBSITE CONTENT . 22 GLOBAL ASPECTS OF MARKETING . 22 ADVERTISING . 22 ADVERTISING STRATEGY . 22 ADVERTISING EXECUTION . 23 SALES PROMOTION . 23 INTERNET SALES PROMOTION STRATEGY (OPTIONAL); IF NOT APPLIED, EXPLAIN WHY. 24 TRADITIONAL MEDIA STRATEGY . 24 CHANNEL STRATEGIES: PUSH AND PULL . 24 PUBLIC RELATIONS . 24 INTERNET PUBLIC RELATIONS STRATEGIES . 24 TRADITIONAL MEDIA PUBLIC RELATIONS STRATEGIES . 24 IMPLEMENTATION AND CONTROL . 25 References … . 26
4 EXECUTIVE SUMMARY This marketing summary aims at introducing Cadburys white chocolate in the Indian market. Cadbury is the world leader in marketing of chocolate and it commands about 70 percent of the Indian chocolate market. The objective of this marketing plan is to successfully introduce the brand in the Indian market. The main target market segment will be the female adult population in the Indian market. It is expected that within three years, the product will have acquired about 30 percent of the Indian adult female chocolate market. The introduction of the brand in the market is based on marketing research which shows a high percentage of unnerved rural population. The marketing plan will use a number of above and below line marketing strategy like adverting on mass media, off street sampling, and others. The advertising strategy will emphasize on creation of brand personality. Objectives The following are the marketing objectives for the marketing plan: To introduce the product successfully in the Indian market within a period of 6 months, to ensure that there is a high level of awareness of the presence to white chocolate brand in the India market by using effective marketing strategies, to put in place a wide range of marketing strategies available in the Indian market including e- commerce strategies to ensure that there is overall growth of the product in the market, to acquire about 30 percent of the female adult market segment within period of 3 years from the introduction of the brand in the market.
5 Products This marketing plan is looking to market a white chocolate brand of Cadbury’s Dream in the Indian market. Cadburys Dream is a brand of white chocolate which is mainly targeting the female adults in the Indian market. The introduction of this brand in the market is based on an extensive research that was carried out in the Indian market which shows that there are social and cultural factors which have been preventing adult population from consuming chocolates. Projected Outcomes The following are the expected outcomes of the marketing efforts: One of the most important expected outcomes of this project is that successful introduction of white chocolate in the Indian market. It is expected that this marketing effort will successfully introduce white chocolate in the market and increase the product portfolio for Cadbury brands in the market. Apart from successfully introducing of the product in the market within a period of six months, it is also expected that the marketing efforts will lead to increased financial performance of the company. This will be the short term expected outcomes of the market. It is expected the product will have acquired a large market segment of the female population in the Indian market. On the long term, it is expected that the product will acquire more than 50 percent of the market share.
SITUATION ANALYSIS Cadbury is the market leader in the Indian market. Cadbury is the fourth largest supplier of chocolate and other sugar confectionaries in the market. In India it
6 has the largest share of the market with more than 70 percent of the market share. The following is the SWOT analysis for the company in the Indian market: − Strengths • The company has an already large established business in the Indian market. Since 1824, the company has established itself as a world leader in the confectionary market. It has operated in India since 1948. In India it has about 70% of the confectionary market. In line with its vision, the company has been striving to be the world leader in the confectionary industry. Through innovation and strategic marketing, the company has acquired about 10% of the world confectionary market (Laura, 2008).
• The company has good market reputation. With strong brands in the market, the company is well positioned in the market. In the Indian market Cadburys has strived to build a good market reputation. This has worked positively for its products. It is on this good reputation that the market can embark on introducing the new brand in the market. Cadbury India was ranked the 5th most respected Indian company by Business world magazine in 2007 (Laura, 2008). • The target market is also quite large. With the female population marketing more than 56 percent of the Indian population, there is a wide target market for the product. The Indian chocolate market has been recording growth in the recent past and there are future prospects of growth. Therefore the target market is slowly expanding (Cadbury, 2008).
7 • 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 market. It is still not clearly established the rate of growth of the product in the market but there are expectation that the product will record a high growth rate. This means that the company will need to increase its production capacity in order to match the rate of growth of the market (Laura, 2008). • The company has not been able to establish a distribution network in the country that matches the demands of the market. In this case the company has not established a distribution network to the interior due to infrastructural development issues (Cadbury, 2008).
• Banking on the success of the other brands in the market may have negative effects on the introduction of the new brand in the market since the products will be targeting different markets (Cadbury, 2008). − Opportunities • There company is introducing the brand in a less competitive market. This is a unique opportunity for the company. A more competitive market becomes difficult to introduce a new brand because there are already other companies which are likely to bring in competition (Cadbury, 2008).
• The company can introduce the product in the market in unique way. With the growing importance of beauty shows, the company can host beauty competition in order to help the target market identify with the product. This will introduce the product in the market in unique way. The company can also host other events like
8 sports or engage in corporate social responsibility activities like girl child education to help the target market identify with the product more (Laura, 2008). • The company can use a wide range of marketing strategies which will lead to the overall growth of the product in the market. The Indian advertising market has been growing at a rapid rate which means there will be an array of opportunities for the growth of the market. There are many advertising strategies for the company in the Indian market (Cadbury, 2008).
− Threats • There is threat of entry of other products in the market. In this case there are threats of entry of new products in the market which will increase the level of competition in the market. There are other companies which are likely to introduce the same products in the market once there is success of the initial product (Cadbury, 2008). • There is a threat of 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 which are likely to impact negatively on the industry (Cadbury, 2008).
Company analysis (i) Strengths Cadburys India is the market leader in the confectionary market. For more that six decade, the company has established a market portfolio that has positioned it well in the confectionary industry. Currently the company has a market share of more than 70 percent of the chocolate market.
9 The company has a worldwide operation. This gives the company a chance to transfer products which have been successful in one market to the other emerging market. The company operates in more than 200 countries in the world with the main markets in USA, UK, Ireland, South African and with other operator in emerging market like India, China, Thailand, and others. Cadbury India has five companies owned manufacturing plants in locate at Thane, Induri ad Malanpur, Bangalore and Baddi. It has four sales offices in New Delhi, Mumbai, Kolkota, and in Chennai (Laura, 2008).
Cadbury India has good human resource policies which have ensured the growth of the company in a recent 2006 survey Cadbury India was ranked the 7th overall greatest place to work and was also ranked number 1 in FMCG Company in India by the Great Place to Work Institute. The company has been improving its ranking in the recent past for the last 10 years. All over the world the company employs more than 60,000 employees operating in more than 200 countries (Cadbury, 2008). One of the most important factors in the overall growth of the company has been heavy investment in technology. Through innovation the company has placed new recipes in the market which ensures reduced cost of production. Investment in the new technology has ensured the growth of the company in the market. With a worldwide operation the company has been investing in technology which is first tried in its main market and then deployed to the emerging markets like India. The company has a strong management team with a strong centralized management structure. His ensure that there is standardization of operations
10 procedures in all its plants. The company also has put in place effective corporate management structures which ensure timely disclosure of information on the performance of the company. This is important for the overall financial management of the company (Cadbury, 2008). (ii) Weakness The company has not been able to standardize its operation in all the countries where it operates. For example while the company has a strong market share in India and other emerging market, its market share in the established market like US market has been declining. Its US market share is not strong enough to guarantee its market leadership (Cadbury, 2008).
There has been declining market demand for chocolates with the emerging health concerns. The company has not done enough to defend its products in the market or put in the market other products which take care of the health concerns of the customers. Technology competency As has been listed one of the most important growth factor behind the company success n the emerging market has been the use of modern technology which gives it an upper hand compared to other companies. The company has been testing new technology in the established or in its main market and then transferring the most appropriate technology to the emerging market. This has been an important growth factor in the overall performance of the company. In line with the growth of e- commerce, the company has been built its site from which customer can access all the
11 needed information about t operation of the company. The company site it the main communication centre between the company and other stakeholders (Cadbury, 2008). Macro level market (Industry) analysis The confectionary industry in India is in its growth stage. This marketing research data from the industry shows that the industry has been making impressive growth in the Indian economy. The confectionary industry is divided into the flowing specific industrial sectors: Chocolate, Hard-boiled candies, Éclairs and toffees, Chewing gums, Lollipops, Bubble gums, and Mints and lozenges (Laura, 2008). The total confectionary market is valued at about 41 billion Indian Rupees. It has a total turnover of about 223500 tones of confectionary produced every year. This is a huge overall turnover which is equal to that of established markets. Most the confectionary are consumed in the urban areas. The urban market constitutes about 73 percent of the total market. This is a skewed market share compared to the rural market which accounts for about 27% of the total market. This market data shows that the rural market has not been well tapped into. With more than 50 percent of the Indians living in the rural areas, it means that there is a high potential in the rural market (Cadbury, 2008).
On the product share of the market, hard boiled candy accounts for about 18% of the market, Éclairs and Toffees has about 18% of the market share, while gums and mints and lozenes are at par accounting for 13 percent of the market share each. However chocolate has recorded the highest market growth rate recording about 23 percent growth rate. This is a higher growth rate compared to other markets
12 in the world. However the overall sugar confectionary segment in the Indian market has been declining with a total decline of about 19 percent recorded in 2007 (Laura, 2008). Cadbury with a number of products including Daily Milk, Perk, Gems, 5 Star, Celebration, Bytes, Dairy Milk Éclairs, Éclairs Crunch, Mr. Pops and Halls is the leading player in the chocolate segment, Éclairs segment, Lollipops, and the Mints Segment (Cadbury, 2008). Cadbury is also the leading player in the milk beverage segment which is valued at 16.1 billion Rupees. This segment has an annual turnover of about 63,000 tones and has been growing at a rate of 10.1 percent. Here Cadbury is the main player with Cadbury Bournvitta and Cadbury Bournvitta 5 Star Magic (Cadbury, 2008). Product analysis Cadbury India specializes in production of confectionaries. In this category the company produces a number of products including Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk Éclairs, Éclairs Crunch, Mr. Pops, and Halls brands. In the milk beverage section, the company produces Cadbury’s Bournvitta and Cadbury Bournvitta 5 star Magic (Laura, 2008).
This marketing plan is planning to market Cadbury white chocolate in the market. It is in the category of chocolates and it is expected to target the adult population. The product is made in the same process as dark chocolate but the color is modified so it has the same natural taste as dark chocolate although it has been described creamier and tasty compared to other chocolates (Laura, 2008).
13 Product/Service Comparison Your Product Nestle Proctor Price 2 Rupees 3 Rupees 1.5 Rupees Perceived Quality White colored, more creamy and tasty Brighter than the normal dark chocolate, a bit brittle Darker and creamy Marketing/sales Advantages Targets a specific market population mainly the female segment Targets the general market population Targets children population Feature 1 Packages in white and blue package Packaged in red an orange packages Packaged in purple and grey packages Feature 2 Long rectangular bar form Short square form Round in shape Feature 3 Benefit 1 Competitive price Target the upper class market Low price for general market Benefit 2 Target market highest consumers of chocolate High price likely to result to high profits with less sales Likely to make high sales based on volume of sales Competitive Comparison Matrix Market segment The company is 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. Apparently this is the leading market segment in consumption of chocolate products but the adult population has been neglected especially in the rural areas. More than 50 percent of the Indian population is female population and therefore the company is targeting large market (Laura, 2008). Major competitors
14 There are no many competitors in the confectionary industry that Cadbury is competing with. 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. Cardbury Nestle Proctor Core Strength Wide established operation ad good reputation targets the high class market Targets the lower market segment Secondar y Strength Wide distribution network Links with big stores in the market Local distribution network Biggest Weakness Weak distribution system Weak market appeal Low quality products Core Competency Comparison Market share objectives Once the product is introduced in the market, the company will undertake 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. There is not brand for the product that will be allowed to go to stagnation or declining market stage.
EXTERNAL ANALYSIS The external environment is a major determinant in any overall growth of a business. The Indian external environment can be described in terms of the serene political environments which have enabled the growth of business. The country has taken steps to development of modern technology. The social environment is enabling with the Indian community known for its entrepreneurial skills.
15 Current opportunities In the confectionary market, there are a lot of opportunities that currently exist. There is a large female market segment that has not been tapped. Market data shows a high consumption of chocolate in the urban market it still remains low in the rural market. There is a large rural market that has not been catered for. These marketing strategies will therefore look on tapping into the urban and rural female market. Internet usage in India has been growing at a very high rate and majority of the urban population is connected to the interest. Since there is not company that is currently using online sales, the company will look into using this strategy to boosts its sales (Laura, 2008).
Potential future opportunities In the future the company expects the chocolate and the general confectionary market to grow in India. Therefore it is looking at introducing other confectionary products targeting the same market. In the future the company will offer its other products online to the specifically targeted market (Laura, 2008). Environment threats The industrial environment has been enabling for the growth of the industry in the India market. The regulatory environment has been more conducive which has enabled the growth of the industry. The social environment has been one of the main growth factor supported by increasing polarization of culture which has popularized the use of products like chocolate. The only environmental factor that is likely to be a
16 threat to the future growth of the industry is the regulatory environment. There may be introduction of laws in the industry which may impact negatively on the growth of the industry (Laura, 2008). Competitive threats The entry of other players in the industry remains a threat to the operation of the company. The entry of other players will increase the level of competition especially when it comes to the market share and competition in resources for manufacturing the products. Technological threats One of the most dynamic factors in the world has been technology. World technology has been changing very fast. No one is sure of the when the current technology will become obsolete. While the company has been investing heavily to keep up with the emerging technology in the market, rapid change in this technology will impact negatively on its fanatical performance as it will be forced to invest in the new technology.
MARKETING RESEARCH According to the market research data there is strong evident that supports the introduction of the new brand in the market and to the target population. 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 compared to any other leading chocolate brand in the market. Of this percentage, 88 were females. This shows that there is a high demand for white chocolate in the market. 70 percent of those interviewed were frequent shoppers at retail outlets while it was only 30 percent who
17 were shoppers at leading chain stores. This shows the important of having distribution network that will reach the retail sellers (Cadbury, 2008). 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. This means that a large segment of the rural population has not been catered for. Confectionary industrial data shows that more than 70 percent of the potential consumers are likely to be females. This shows the increased rate of demand on chocolate among the females who have not been appropriately targeted especially in the rural areas (Laura, 2008). E-commerce data shows an increasing trend in the use of online purchase in the population especially the emerging middle class. There are more Indians who are getting connected to the internet which shows a potential growth of e-commerce (David, 2004).
Consumer analysis The main target market for the product is the female market segment in the rural and urban areas. Females are the leading consumers of chocolate in the market. However it has been shown that female also act as gate-keepers while showing for the product since they rarely consumer half of the chocolate they buy. They share it with
18 others. To the female segment chocolate is a specialty good which they have remained extremely loyal to. Unlike males who will purchase chocolate on special occasions like valentine days an other holiday, females are daily users of the product (Laura, 2008). Customer profile The specific customer for this product will be the adult female consumers in the Indian market. Adult female consumer represents a large segment of the Indian market which is still the leading consumer of the chocolate products. 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 (Laura, 2008).
Continuous consumer monitoring and research There will be continuous monitoring of the success of the marketing strategy. This monitoring will be carried out on monthly bases in order to evaluate the success of the marketing strategy. It will assess the overall effectiveness of the marketing and advertising strategies which have been employed in the market. This will be the responsibility of the marketing department. There will be an overall evaluation which will be carried out at the end of the every 6 months.
TARGET MARKET PROFILE The female population makes up about 56 percent of the Indian population. This is a large customer base fore the products. The main aim for target the female population is that it will be in a position to influence the rest of the population to
19 purchase the product. The female population is the largest consumer of chocolate product not only in the Indian market but in other markets as well (Laura, 2008). MAREKTING AND PROMOTION This marketing strategy will use above and below the line advertising strategies to reach the potential customer. Above the line strategies that will be employed will include advertisement on the mass media, online advertisement, on billboard and in other popular places. Below the line strategies that will be employed by the company will include off street promotion and sampling which will be carried out in all the corners of the country.
Marketing objectives § To introduce the product successfully in the Indian market within a period of 6 months § To ensure that there is a high level of awareness of the presence to white chocolate brand in the India market by using effective marketing strategies § To put in place a wide range of marketing strategies available in the Indian market including e-commerce strategies to ensure that there is overall growth of the product in the market. § To acquire about 30 percent of the female adult market segment within period of 3 years from the introduction of the brand in the market.
Promotion and advertising objectives The product will be launched in the market during a Beauty competition which will be organized by the company. The company will carry out a number of advertisements in the mass medical and online. There will also be outdoor
20 advertisement activities in the billboards, and popular places. The company will also carry out off street promotion and sampling activities which will give consumer the true taste of the product. The company will also establish a site for the product to promote sales and to have timely response from consumers. BRANDING OBJECTIVE The success of the product in the market will depend on the branding image. In this case the company will create a personalized brand images. To ensure the growth and continues of white chocolate in the market the company will ensure that there is no brand which goes to slow growth or exist stage in the product life cycles. The brand will be distinct from other through package where it will be packed in white and blue cooler packages and the brand name will be Cadburys Dream. Creating brand image To create a brand image, brand personality approach will be used. In this case the launch of 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 PRODUCT, PRICE, AND DISTRIBUTION STRATEGIES The plan will employ a number of strategies in marketing. In this case it will use different strategies in product price and distribution to ensure that that product reaches the indented consumers in the market. Strategies in product will ensure provision of quality product in the market. The pricing strategies will aim at creating
21 a price competitive edge while the distribution strategies will ensure that the products reach the final consumers. Product description This marketing strategy will be offering a particular product in the market. It is specifically offering white chocolate in the Indian market. The main brand that is to be introduced in the market is Cadburys Dream which is mainly targeted for the adult female population. The product will be offered in 45 gm packages, 100 gm and 200 gm packages. These will be the most important sized packages that the product will be sold in. it will be sold in whole sale and retail.
Pricing strategies Since the product is being offered for the first time in the market, the company will use price penetration strategy where it will use low prices strategy to penetrate the market. However this will be combined with cost plus pricing since it will have to operate at a profit market. However the initial price set up will be based on the low prices to penetrate the market. The product will be offered at Rupee 2 per 45 gm size bar. Distribution strategies To ensure that the products reach the intended consumer, the company will use the current existing distribution changing. It will sell the product in wholesale to intermediary wholesales who will in return sell to the retailers. To reduce on the cost of operation, retailers and distributors will be expected to obtain the product directly from the company store to reducer the cost of production. However the company will
22 establish a number of stores on all provinces to take the product close to the retailers. Taking the product near to the consumer will be the main pillar for the success of the distribution marketing strategy. Sales projection 2009 2010 Cash inflow (Rupees) Cash balance 200 000 250 000 Opening stock 60 000 80 000 Cash sales 6 700 000 7 000 000 Net profit after tax 1 558 500 1 722 500 Marketing budget Expenses (Rupees) 2009 2010 Transport 500 000 1 550 000 Salaries 130 000 2 140 000 Sampling product 600 000 600 000 License 130 000 140 000 Office expenses 230 000 240 000 Budget limitations and assumptions The budget for the implementation of the marketing strategy will be Rupees 5,141 500. The total available fund for the project from the head office is Rupees 6,000,000. Therefore it is expected that the cost will be effectively met. The budget will be limited due to the risk of increase in the prices of products and services. The
23 funding for the project is expected to come from the company head offices. It will be assumed that the cost of products and service will not change as benchmarked on the current cost. Return Goals This marketing strategy aims at ensuring total returns of about Rupee 1.5 million every year which will be ploughed back for the growth of the product in the market. The main measure of the financial success of the marketing strategy will be the overall net profit that will be made every year. The total amount of sales will be used to assess the success of the marketing initiatives taken. Objectives and tasks This plan will effectively meet the objectives of the marketing strategy. This is because the budget limitation which can impact negatively on the overall growth of the product in the market will be mitigated through cost cut strategies like limiting the number of field staffs, organized logistics to maximally utilize same transport and others. However it is necessary to have on time alternative strategies which will ensure the success of the marketing strategy E-COMMERCE/MARKETING STRATEGY The company will take advantage of the emerging e-marketing in the Indian market. This will be implemented as follows: E-commerce structure The company will set up an effective e-commerce structure which will just be a build up on the existing structure. The company already has a website but which
24 will need to be expanded and upgraded. To set up an effective e-commerce structure, the company will expand the e-commerce section by 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. (David, 2004) E-commerce objectives The main objective for implementation of e-commerce structure will be to enhance the overall marketing capability for the company. The server will be used to monitor the success of the e-commerce structure. It is expected that within three years, online sales will be accounting for about 30 percent of the total sales for the company. Currently the company site has about 1000 visitors every day. Per day the company is expected to record a hit of about 2000 user within the first year which is expected to rise to 9000 within second year and 12000 within 3rd year. The company will expect to retain about 65 percent of all the first time visitors to the website. This means the quality of the site must be improved now and then. (David, 2004) Website content The website will be the main communication site between the company and its customers. Therefore it is expected to be user friendly and to contain as much information as needed by the users. Specifically the website will contain information like, the product and its description, the price of the product, how to order for the products, where to pick the product in the (the nearest company store), where to post comments about the product online, investors information, careers, and many more
25 information that will be needed by the users. The website will be easy to use by arranging the contents in a simple manner. Most of all it will provide an interactive space where the users can have online chat with the company. (Mark, 2003) GLOBAL ASPECT MARKETING The sale of white chocolate is not limited to the Indian market only. This product has been successfully introduced in other market around the world like in Ireland, UK, USA and other markets. These marketing strategies will be looking at expanding the sales of the product from the Indian market to other markets in the world.
ADVERTISING Advertisement is the most important factor in the overall success of any business. Advertisement helps the business to reach all the intended consumers in the market. Advertising strategies are important in the overall success of a marketing strategy. This plan will use advertising strategies to reach all the consumers in the market. Advertising strategy In order to meet the objectives of marketing the company will taken a number of advertising strategies. The overall advertising strategy will combine different methods. It will place advertisement in the mass media. It will also use direct marketing online. The overall spending for the marketing strategy will be divided as follows:
26 Percnetage cost of advertising methods 27% 46% 27% online advertisin media advertising Promotions Advertising execution In order to advertise effectively, the company will set up a specific department that will be entrusted to carry out the advertisement. This department which will be within the sale department will plan, execute and monitor various advertisement methods. The effectiveness of the advertising campaign will be assessment on the overall growth in sales of the product. SALES PROMOTION Internet sales promotion strategy The company will not only carry out off street sale promotion and sampling as a pull strategy but it will also use internet promotion strategy. This will be carried out with two aims. First it will be aimed at ensuring that there is increased awareness of company website to promote online sales growth and second it will be aimed at promoting the sale of the product. The company will offer special offer are a reduced at a discount of 15 percent for every purchase through the internet. The advertisement for this offer will be carried out in the mass media and in the internet as well (Giuly, 2000).
27 Traditional media strategy The traditional media strategy will be carried out in the mass media. This will use 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. Channel Distribution: Push and Pull The promotional strategies will be carried out in collaboration with the distributors who will be the middlemen used in the distribution channel. 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. PUBLIC RELATIONS Public relations are important as it determines the relationship between the company and its stakeholders. Public relations are important in creation of a lasting relationship between the business and the rest of its workers. Public relations is an important concept that determines the overall success of business Internet public relations strategy Stakeholders are the important part for the growth of any business. In this case the company will use the internet to post company results to the shareholders and any potential investors. It will also post newsletter to individual investors. Through the internet, customer and other stakeholders will be able to communicate directly the company (Mark, 2003).
28 Traditional medial public relations strategies It is not all the stakeholders for the company who are conversant with the use of the computers and not everyone is connected to the internet. Therefore the traditional medial public relations strategies remain particularly important for the company. The launch of the product will be announced in all the mass Medias while the consequent performance of the company will also be communicated through the same media. The performance of the product will also be posted in the company magazine. The mass media will still remain important in the overall advertising strategy for the company.
IMPLEMENTATION AND CONTROL In the overall implementation of the project there will be a number of controls that will be put in place. 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. There will also be cost contingency that will be requested to cushion against the drift of cost strategy. (Mark, 2003)
29 References Cadbury, (2008): Home page. Retrieved from http://www.cadbury.co.uk/EN/CTB2003/ on 15th July 2008 David, L. (2004): Strategic marketing in a new market. Harvard Business Review Giuly, B. (2000): Essentials of marketing. Oxford University Laura, H. (2008): Cadbury India. New York Times, June 2008 Mark, T. (2003): Marketing in practice. Princeton University