17-04-2012, 05:03 PM
Re-launch Strategy of Cadbury’s Picnic
Relaunch_Strategy_of_Cadbury_Picnic.pdf (Size: 725.92 KB / Downloads: 52)
MARKETING OF CHOCOLATES IN INDIA
Traditionally, chocolates were always targeted at children. But stagnancy in growth rates
made the companies re-think their strategies. Cadbury was the first chocolate company that
took the market by storm by repositioning brands at adults, as opposed to children.
BUYING BEHAVIOUR
Chocolates are consumed as indulgence and not as snack food, as prevalent in western
countries. Almost 75% chocolates are impulse purchases. Chocolates are bought
predominantly by adults and gifted to children. The wholesaler usually deals in all kinds of
FMCG goods, Foodstuff in addition to the chocolates. The items like chocolates are placed
near the counter.
NATURE OF RETAIL OUTLET
Chocolates are primarily sold through Kirana Stores, Gift stores, Medical Stores, canteens,
Pan-Bidi stores, Bakeries, Sweet Shops etc. This is true for chocolates also. The space
allocated for the chocolates was less when compared to the total area of the shop. Of the
space allocated for chocolates, Cadbury brands occupied more than Nestle brands. The
chocolates category thrives on excitement. It's all about giving the consumer a choice and
taste which they enjoy.
STOCKING OF THE PRODUCTS
In most of the cases, various brands of chocolates are kept together. In some of the cases
the chocolates are stocked depending on the manufacturer’s provision. The chocolates are
kept in Glass Jars and boxes – These are provided by the respective companies along with
the product. The chocolates are kept there. But in most of the cases chocolates are stocked
near the counter. Ideally the shopkeeper tries to keep chocolates within the reachable
(sitting on the counter) distance.
THREAT FROM IMPORTED BRANDS:
Free availability of imported brands bought through illegal routes pose a threat to the
domestic chocolate industry. Usually, these imported chocolates taste better than domestic
chocolate due to recipe difference. Hence consumers who are willing to spend a little more,
prefer these imported chocolates.
CONCLUSION
The Indian Chocolate Industry is a unique mix with extreme consumption patterns, attitudes,
beliefs, income level and spending. At one hand, we have designer chocolates that are
consumed when priced at even Rs 2500/kg while there are places in India where people
have never even tasted chocolates once.