Picnic
Marketing Project on
Re-launch Strategy of Cadbury’s Picnic
Project Guide: Prof. Kuldip Kawatra
Project by
Mr. Heemanish Midde
Roll No.: 220
2007 - 2009 Xavier Institute of Management & Research, Mumbai Mumbai University
1
EXECUTIVE SUMMARY
“A Study of Indian Chocolate Industry & Re-Launch Strategy for Cadbury’s Picnic in India” is a sweet CHOCOLATE story of chocolates in the hot and humid plains of INDIA, which enlightens us about the size & status of chocolate industry in India. The project gives information about the competitors, their market share, and their product basket and highlights success features. The project also covers a brief study of Cadbury’s India Limited – the biggest player in the Indian Chocolate Industry with reference to its presence, market share, product offerings, marketing strategies, strengths & weaknesses, success factors and Worm Controversy Management. Also, the implication of pricing, distribution strategies and impact of external environment has been recorded. The project throws light on one of the Cadbury’s product (Cadbury’s picnic) which failed in India market. Gives an overview of the reasons for the failure and try to give a promotion strategy as to how Cadbury can re-launch the product. This project aims at understanding the overall Chocolate Industry in India, various factors affecting the growth and success of chocolate industry in India, the challenges and opportunities which the market offers and the changing trends in the Indian Chocolate Industry. The project also covers a brief study of Cadbury’s India with reference to above points. Apart from that, the project also gives a detailed study on Cadbury’s Picnic - A product that failed in The Indian market and gives a marketing strategy for re-launching the product in the India.
2
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1. INDIAN CHOCOLATE INDUSTRY 1.1. Overview 1.2. Marketing of chocolates in India 1.3. Problems & challenges in Indian chocolate
Re-launch Strategy of Cadbury’s Picnic
Project Guide: Prof. Kuldip Kawatra
Project by
Mr. Heemanish Midde
Roll No.: 220
2007 - 2009 Xavier Institute of Management & Research, Mumbai Mumbai University
1
EXECUTIVE SUMMARY
“A Study of Indian Chocolate Industry & Re-Launch Strategy for Cadbury’s Picnic in India” is a sweet CHOCOLATE story of chocolates in the hot and humid plains of INDIA, which enlightens us about the size & status of chocolate industry in India. The project gives information about the competitors, their market share, and their product basket and highlights success features. The project also covers a brief study of Cadbury’s India Limited – the biggest player in the Indian Chocolate Industry with reference to its presence, market share, product offerings, marketing strategies, strengths & weaknesses, success factors and Worm Controversy Management. Also, the implication of pricing, distribution strategies and impact of external environment has been recorded. The project throws light on one of the Cadbury’s product (Cadbury’s picnic) which failed in India market. Gives an overview of the reasons for the failure and try to give a promotion strategy as to how Cadbury can re-launch the product. This project aims at understanding the overall Chocolate Industry in India, various factors affecting the growth and success of chocolate industry in India, the challenges and opportunities which the market offers and the changing trends in the Indian Chocolate Industry. The project also covers a brief study of Cadbury’s India with reference to above points. Apart from that, the project also gives a detailed study on Cadbury’s Picnic - A product that failed in The Indian market and gives a marketing strategy for re-launching the product in the India.
2
TABLE OF CONTENTS
EXECUTIVE SUMMARY 1. INDIAN CHOCOLATE INDUSTRY 1.1. Overview 1.2. Marketing of chocolates in India 1.3. Problems & challenges in Indian chocolate
References: Websites http://www.candysnob.com/archives/2009/02/review_cadbury_picnic_bar_from.php • • http://www.hinduonnet.com/businessline/iw/2000/10/01/stories/0201b053.htm 3.http://budgetwithet.economictimes.indiatimes.com/Economic_Survey/Your_Say/For um/Impact_on_You/Young_India_to_reap_demographic_dividends/esarticleshow/28 23066.cms http://www.icmrindia.org/casestudies/catalogue/Marketing/Reinventing%20Cadbury% 20-%20Marketing%20Case.htm http://www.chocablog.com/reviews/cadbury-picnic/ http://www.domain-b.com/news_review/199908aug/19990815newsa.html http://www.thehindubusinessline.com/2006/01/17/stories/2006011701531100.htm http://www.cadburyindia.com/home/index.asp http://en.wikipedia.org/wiki/Picnic_(chocolate_bar) • • • • • • Newspapers • • • Books • Cadbury’s Purple Region – The Story Behind Chocolate’s Best-Loved Brands By: John Bradley • E Book - Industrial Chocolate Manufacture and Use BY: Beckett, Steve T. The Economic Times Mint The Hindu 67