Swot Analysis Of Mondelez's Marketing Market

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1 Introduction
1.1 The Company
Mondelez (Cabdury) India Foods Limited is the leader in Indian chocolate industry. Having begun its operations by importing chocolates in 1948, it now has manufacturing facilities across India. The largest near Hyderabad has an investment of $200 million (The Economic Times, 2014).
1.2 The Product
Mondelez has launched “Cadbury Cocolicious” - a tasty milk chocolate bar with roasted coconut filling, which combines a favourite and abundantly available ‘coconut’ with its trademark ‘milk chocolate’.
The production has commenced in Mondelez’s new manufacturing plant in Kerala located near the world class cooa-farm in Wyanad thereby eliminating cocoa import costs. The bars weigh 60 grams/pack making it 3 grams …show more content…

5.2.1 Top Income Group
• Bundle 20 bars pack with 5% discount
5.2.2 West India and Umm Al Quain
• Apply discount of 10% for a bundle of 4 bars and 2 bars.
5.3 Promotion
The major value drivers for Cadbury (quality, flavour, brand and packaging) are to be highlighted in the various campaigns. The recommendations here play a crucial role in demand as prices are inelastic currently in India.
5.3.1 Brand Ambassador
• A sports personality to project the product as a healthy snack in Commercials and to instill the ‘Cadbury’ brand loyalty.
5.3.2 Newspaper Advertisement
• 1st of every month in India to project Cocolicious as a sign of “Auspicious New Beginning” highlighting auspiciousness of coconut.
• Full page advertisement fortnightly in UAE highlighting Cocolicious as a perfect dessert after each meal
5.3.3 Special Offers
• Special offers during major festival in India and UAE such as Diwali, Eid, Christmas to promote the product as the ‘perfect gift’
• As a complimentary item (20 gram pack) with the purchase of an established Cadbury brand such as Bournvita or Cadbury

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