3 'S Cf MarkeLlng

1 8CuuC1
1he average company wlll compeLe for cusLomer by conformlng Lo hls expecLaLlon conslsLenLly 8uL Lhe
wlnner wlll surpass Lhem by consLanLly exceedlng hls expecLaLlon dellverlng Lo hls door sLep addlLlonal
beneflLs whlch he would never have lmaglned Cadbury's offer such producL 1he wlde varleLy producLs
offered by Lhe company lnclude
l ChocolaLe ConfecLlonary
1) ualry Mllk
2) lrulL nuL
3) 3 SLar
4) 8reak
3) erk
6) Cems
7) Lclalrs
8) nuLLles
9) 1empLaLlon
10) Mllk 1reaL
ll 8everages



lll lood urlnks
1) 8ourn vlLa
2) urlnklng chocolaLe
3) Cocoa

2 rlclng
Make no mlsLake Second of markeLlng ls noL anoLher name for bllndly lowerlng prlces and relylng on
Lhls sLraLegy alone Lo lncrease sales dramaLlcally 1he sLraLegy used by Cadbury's ls for maLchlng Lhe
value LhaL cusLomer pays Lo buy Lhe producL wlLh Lhe expecLaLlon Lhey have abouL whaL Lhe producLlon
ls worLh Lo Lhem
Cadbury's has launched varlous producLs whlch caLer Lo all cusLomer segmenLs So every cusLomer
segmenL has dlfferenL prlce expecLaLlon from Lhe producL 1herefore maxlmlzlng Lhe reLurns lnvolves
ldenLlfylng rlghL prlce level for each segmenL and Lhen progresslvely movlng Lhrough Lhem
ualry Mllk 8s 13
erk 8s 10
3 SLar 8s 10
lrluL and nuL 8s 22
Cems 8s 10
8reak 8s 3
nuLLles 8s 18
8ournvlLa (300 gm) 8s 104
urlnklng chocolaLe 8s 30





3 hyslcal ulsLrlbuLlon lace"
ulsLrlbuLlon LqulLylL Lakes much more Llme and efforL Lo bulld buL once bullL dlsLrlbuLlon equlLy ls
hard Lo erode
1he fundamenLal axlom of lndlan consumer markeL ls Lhls
?ou can seL up a sLaLeof LhearL manufacLurlng faclllLy hlre Lhe hoLLesL sLraLegles on Lhe block swamp
prlme Lelevlslon wlLh besL Ads buL Lhe end of lL all you should know how Lo sell your producLs 1he
cardlnal Lask before Lhe lndlan markeL ln managlng ls Lo shoehorn lLs producL on reLall shelves 8uyers
are paylng for dlsLrlbuLlon equlLy noL brand equlLy and markeL shares
Why does Lhe company need dlsLrlbuLlon equlLy more ln lndla? WlLh Lechnology and compeLlLlve
pressure slash ln lL ls becomlng lncreaslng dlfflculL for markeLers Lo reLaln a unlque producL
dlfferenLlaLlon for long perlod ln a producL and prlce parlLy slLuaLlon Lhe brand LhaL sells more ls Lhe
one LhaL reaches Lhe hlghesL number of cusLomers
lndla 1 bllllon people 133 mllllon household has over 4 mllllon reLall ouLleLs ln 3331 urban markeLs
and 332723 vlllages spread cross 328 mllllon sq km Lelevlslon has already prlmed and populaLlon for
consumpLlon and Lhe markeLer who can geL Lo Lhe Lo Lhe consumer ahead of compeLlLlon wlll glve a
hard Lo overLake lead 8uL geLLlng Lhelr means managlng wlldly dlfferenL LerralnscllmaLe language
value sysLem llfe sLyle LransporL and communlcaLlon neLwork And your brand equlLy lsn'L golng Lo help
when lL comes Lo Lackllng Lhese lssues
Cwn dlsLrlbuLlon neLwork conslsL of clearlng and forwardlng (Cl) agenLs dlsLrlbuLlon sLocklesL 1hls
neLwork of dlsLrlbuLlon can elLher conLacL wholesalers and whlch ln Lurn reLallers or Lhe dlsLrlbuLors can
conLacL Lo Lhe reLallers dlrecLly
Cnce Lhe sLock producL reaches reLallers Lhe prospecLlve cusLomers can have access Lo Lhe producL
Cadbury's dlsLrlbuLes Lhe producL ln Lhe manner sLaLed above
Cadbury's dlsLrlbuLlon neLwork has expanded from 1990 dlsLrlbuLors lasL year Lo 2100 dlsLrlbuLors and
430000 reLallers 8eslde use of 1l Lo lmproves loglsLlcs Cadbury ls also aLLempLlng Lo lmprove Lhe
dlsLrlbuLlon quallLy 1o address Lhe lssue of producL sLablllLy lL has lnsLalled vlsl colors aL several ouLleLs
1hls helps ln malnLalnlng consumpLlon ln summer when sales usually drops due Lo Lhe facL LhaL Lhe heaL
affecLs producL quallLy and Lhereby off Lakes
Looklng aL Lhe low peneLraLlon of Lhe chocolaLe a dlsLrlbuLlon expanslon would lLself belng lncremenLal
volume 1he oLher reason ls arch rlval nesLle reaches more Lhan a mllllon reLallers
1hls lncrease ln dlsLrlbuLlon ls golng Lo be accompanled by reducLlon ln channel cosLs Cadbury's
markeLlng cosLs aL 18 of LoLal cosLs ls much hlgher Lhan nesLle's 12 or even pure sugar
confecLlonery ma[or arry's 11 1he company ls looklng Lo reduce Lhls parlLy level AL Cadbury Lhey
belleve LhaL selllng confecLlonery ls lL llke selllng sofL drlnks

4 romoLlon
LffecLlve adverLlslng ls rarely hecLorlng or loudly expllclL lL ofLen boLh aLLracLs and generaLes arm
feellngs More ofLen Lhan noL a successful campalgn has a sLronger elemenL of Lhe unexpecLed a quallLy
LhaL good adverLlslng shares wlLh much worLhwhlle llLeraLure
1o peneLraLe lnLo Lhe lnner recesses of cusLomer memory communlcaLlon musL flrsL ensure exposure
grab hls aLLenLlon evoke hls comprehenslon grab hls accepLance and Lhen exLracL reLenLlon compeLlng
wlLh Lhousands of oLher unlLs of communlcaLlon Lrylng Lo do Lhe same
llndlng showed LhaL Lhe adulLs felL Loo consclous Lo be seen consumlng a producL acLually meanL for
chlldren 1he sLraLeglc response addresses Lhe emoLlonal appeal of Lhe band Lo Lhe chlld wlLhln Lhe
adulL naLurally LhaL produced [usL Lhe value vacuum LhaL Cadbury was looklng Lo flll 1hereafLer lL was
Lhe [ob of Lhe adverLlslng Lo communlcaLe cusLomer Lhe wonderful feellng LhaL he could experlence by
redlscourslng Lhe careful unselflsh consclous pleasure seeklng chlld wlLhln hlm and grafL Lhese
feellng onLo Lhe Ad campalgn llke khane Walon ko khane ka 8ahana Chahlye" for CMu and 1hodl Sl
eL oo[a kabhl 8hl kahln 8hl" for erk have been sure shoL wlnner wlLh Lhe audlence
Whlrl wlLh Lhe new launched LempLaLlons wlLh Lhe slogan 1oo 1o Share" Lhe communlcaLlon resolves
around Lhe relucLance of a person who's goL Lhelr hand on a bar of LempLaLlon Lo leL anyone else Lo
have a blLe As well as ouLdoor and radlo ads ad agency conLracL has creaLed communlcaLlon for
clnemas and even A1M machlnes for Lhe brand
All lClCl's A1M a message flashes on Lhe screen as soon as cusLomer lnserLs hls A1M card lL Lells Lhe
cusLomer LhaL Lhls would be good Llme Lo geL ouL of hls LempLaLlon slnce he/she ls bound Lo be alone
SomeLhlng famlllar ls planned for phonebook as well ln clnemas Cadbury has a message onscreen [usL
before Lhe llghLs are dlmmed Lo glve Lhem a chance Lo geL Lhelr LempLaLlons 1here wlll also be afLer
dlnner sampllng ln resLauranLs Lo begln wlLh 30 caLLerles ln Mumbal have been selecLed
1he nexL round of acLlvlLy wlll lnclude Lhe waferchocolaLe erk and Lhe lcnlc bar whlch has faced
problems wlLh lLs LasLe because of Lhe peanuL lL conLalns Mllk LreaL has also been launched ln a module
bar form [usL ln Llme of ulwall glfLlng markeL Lclalrs has goL poLenLlal for much wlde dlsLrlbuLlon ln a
small sweeLs LhaL alrllnes hosLels and up markeL reLall ouLleL offer Lo guesL and cusLomers
Ad spend ln 2000 was abouL 14 of sales and Lhe managemenL sald LhaL plans Lo malnLaln as spend aL
Lhls level ln Lhe currenL year also
Ad slnce any dlscusslon Loday would be lncompleLe wlLhouL menLlon 'e' word Lhe managemenL plans Lo
Lap Lhls new channel of markeLlng 8eslde Lhree company
webslLe(lewwwcadburylndlacomwwwwbourvlLacomwwwcadburyglfLcom) LhaL Lhe company has
launched lL had also enLered lnLo varlous markeLlng relaLlonshlp wlLh oLher porLals speclally LargeLed
durlng fesLlvals and evenLs such as valenLlnes day eLc
lL's a comblnaLlon of splfflng up lLs key brand researchlng and lmprovlng Lhe newer producLs LhaL
haven'L Laken off supporLed wlLh hlgh ad spends LhaL Cadbury hopes wlll see lL emerges sLronger afLer
Lhe currenL slowdown as well as expand Lhe markeL


3 oslLlonlng
ln Lhe 1970s consumers were ready Lo pay more for more" and luxury goods flourlshed ln Lhe 1980s
consumers began Lo demand more for same" and Lhe dlscounLlng era grew sLrong 1oday's consumer
demandlng more for less" and Lhe wlnner wlll be LhaL super value markeLers Some of Loday's mosL
successful companles recognlze Lhose cusLomers are more educaLed and able Lo recognlze Lrue
cusLomer value
oslLlonlng ls slmply concenLraLlng on an ldea or even a word deflnes LhaL company ln Lhe mlnd of
Lhe consumer lL ls more efflclenL Lo markeL one successful concepL Lo one large group of people Lhan 30
producL or servlce ldeas Lo 30 separaLe group reposlLlonlng ls a musL when cusLomer aLLlLude have
changed and producL have sLrayed away from Lhe consumer's long sLandlng percepLlon of Lhem
Cadbury's ls an anchor ln sea of confecLlonary producLs As a varleLy of compeLlLlve clalms assalls her
senses Loday cusLomer uses compllcaLed declslon maklng process Lo assess Lhe alLernaLlve before
maklng a purchase Slnce Cadbury's ls more clearly assoclaLed wlLh a parLlcular seL of aLLrlbuLes ln Lerms
of beneflLs and prlces Lhe qulcker becomes her search process
oslLlonlng of lndlvldual producL
1) CMu ls and always remaln flagshlp brand 1he punch by Lhe company for adverLlslng Lhls producL llfe
'8eal LasLe of Llfe' lLself deflnes Lhe poslLlonlng of Lhe producL 1he chocolaLe ls meanL for all age
groups lL symbollzes fun en[oymenL good lLems lL has goodness of mllk LasLe and appeLlLe appeal
2) 3 sLar alLhough poslLloned lnLernaLlonally as an energy bar 3 sLar was poslLloned on an emoLlonal
plaLform ln lndla durlng Lhe laLe 1980s Symbollzlng LogeLherness 3 sLar was orlglnally LargeLed aL
Leenagers ln !une 1994 Lhe company reworked Lhe sLraLegy for 3 sLar Lo make lL a source of energy ln
facL before Lhe launch of erk 3 sLar's energy bar poslLlonlng made lL a snacklng chocolaLe
3) Lclalrs compeLlng ln Lhe chewable Loffees segmenL Lclalrs was relaunched durlng Lhe mldnlneLles
wlLh a new name ualry Mllk Lclalrs
4) Cems broadcasLlng Cems Lhough dldn'L prove Lo be feaslble proposlLlon for Cadbury 1argeLed aL
chlldren under 12 years wlLh 'Cems 8ond' adverLlslng Cadbury declded Lo sell lL Lo Leenagers wlLh Lhe
'SmarL very SmarL' campalgn 8uL now Lhe company ls reLargeLlng chlldren wlLh lLs anlmaLed
commerclal Cems are Lhe besL brand Lo speak Lo chlldren Colorful chocolaLe buLLons appeal mosL Lo
chlldren and LhaL ls why Cadbury ls reLargeLlng chlldren"
3) Crackle lL was Lhe flrsL Cadbury's chocolaLe Lo have crunch ln lL lL was LargeLed as a funky chocolaLe
Lo add spark Lo llfe
6) erk ln SepLember 1993 Cadbury preempLed Lhe launch of nesLle's klLkaL by rushlng a new brand
erk lnLo Lhe markeL oslLloned much furLher on Lhe funcLlonal scale of 3 sLar erk was meanL Lo be
llghL snackproducL for subdulng Lhe flrsL pangs of hunger
7) 8ournvlLa poslLloned as LasLy healLh drlnk Whlle lLs compeLlLors concenLraLed only on healLh aspecL
8ournvlLa comblned Lhe nuLrlLlous value
wlLh LasLe