This document outlines Cadbury's strategic new product launch of Cadbury Lite, a sugar-free chocolate. It discusses the 4Ps of marketing - product (Cadbury Lite being a sugar-free chocolate), price (prices ranging from Rs. 40 to Rs. 180 depending on weight), place (selling through pharmacies, health stores, and retail outlets), and promotion (using advertisements targeting diabetic children/adults and health magazines/billboards). It also covers segmentation, targeting, positioning, consumer behavior analysis, and a SWOT analysis for the new product launch.

1. Strategic New
Product Launch
3/15/2015 1Sruthi Nair
Sruthi Nair
Marketing Head

2. 4Ps of Marketing
Product
Cadbury Lite - it’s a Delite
Sugar Free Chocolate
Include chocolate in your zero size
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3. Price
Weight Price
25gms Rs. 40
50grm Rs. 60
100grm Rs. 90
200gms Rs. 180
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4. Place
Pharmacies
Health Stores
Retail Outlets
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5. Promotion
2 Sets of Promotional Advertisement
Focusing Diabetic Children
Old age members with Diabetic issues
Ads involving no celebrities, but with high
Emotional Content.
Health Magazines
Pubic Billboards and Hoardings.
Advertise in Hospitals 3/15/2015 5Sruthi Nair

6. Segmentation
Demographic Basis
Age & Life Cycle
• Diabetic
Children of
any age
• Adults with
Diabetic
Issues
• Health
Conscious
consumers
Gender
• Cadbury Lite
is meant for
all genders
Income
• It is very
reasonable
and
affordable
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7. • People can give Cadbury Lite as gifts
on many occasions .Gifts
• To create an atmosphere of having
chocolate when they wish.User Status
Behavioral Basis
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8. Geographic Basis
Phase 3:
Phase 1:
Major Cities
• Bangalore,
Calcutta, Delhi,
Mumbai
Phase 2:
Other
Metropolitan
cities.
• Chandigarh,
Chennai,
Hyderabad,
Jaipur, Surat.
If Phases 1 and 2 go
successfully, we
would go for deeper
presentation into
towns and rural
areas.
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9. Targeting
Concentrated
FOCUS : According to the 2013 report of the
American Diabetic Association, India is the
worlds fastest growing Diabetic nation with
every 7th person being a diabetic.
APPEAL : India 1st Sugar free commercial
chocolate.
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10. Positioning
Sugar free & Calorie free
Chocolate
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11. Consumer Behavior
WHAT : Sugar free chocolate
WHY: Diabetics, Growing concern for health,
economic and reasonable
WHO: All diabetic consumers, Health freaks
HOW: Retail price
WHEN: Multiple purchases based on desire
WHERE: Retail outlets, Pharmacies, Health Stores
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12. SWOT Analysis
Strengths
Strong Brand Awareness
Effective AD campaigns
Economic and reasonable pricing
Cadbury has huge command over its distribution
network spanning across India.
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13. Weakness
The pre-conceived mindset that chocolate is
not good for health.
Any setback of raw materials to the
confectionary industry.
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14. Opportunity
To venture into Liquor chocolates.
Open Chocolate Boutiques across the country.
Get into the ice cream portfolio.
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15. Threats
Competition from other international brands
like Nestle, Lindt & Sprüngli, Mars Incorporated,
Ferrero SPA and Indian brands like Amul.
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