Stp, 4p and Plc of Cadbury Bourville
STP ANALYSYS
Product: Cadbury Bournville
Segmentation
Cadbury has segmented the market based on following parameters:
DEMOGRAPHIC:
Age: Under 6 years ,6-11 years, 12-19 years, 20-34 years, 35-49 years,50-60 years,60+
PSYCHOGRAPHIC: Socio-economic classification: A1,A2,B1,B2,C,D,E1,E2
Targeting
Bournville is targeting not all customers. This brand is for those who love chocolates. The brand is aiming the 20-30 yr old SEC A segment. This is a chocolate that one will indulge when they feel like indulging. Because this product tastes differently from ordinary milk chocolates, the brand was targeted to appeal to a select niche.
Positioning
‘You don't just buy a Bournville; you earn it.´ Bournville is being positioned as the finest dark chocolate. The brand is currently promoted as the category innovator
4P ANALYSYS
Product
* Dark Chocolate made from the finest Ghana Cocoa beans. * Available in four flavours Almond, Rich Cocoa, Raisin & Nut, Hazelnut * Dark brown covering of the packet with the picture of melting chocolate cube * The packaging talks about health benefits – Natural source of anti oxidants
Price
Variants | SKU | MRP(Rs) | Rich Cocoa | 80gm | 75 | Almond | 90gm | 75 | Raisin & Nut | 90gm | 75 | Hazelnut | 90gm | 80 |
Promotion * Use of social media marketing * TV advertisement * Attractive holdings * Newspapers and Magazines
Place
Bournville was initially launched only in metropolitan cities. Now Bournville is available only in the top 20 cities of India, in most stores that maintain cold storage facilities.
PLC Analysis * On October 8 2008, Cadbury launched its Bournville brand of dark chocolate in India. * Bournville, a much neglected dark chocolate bar from Cadbury’s, has been re-launched as a new category of dark chocolate. * It is currently in growth stage. * Dark chocolate is one of the fastest growing categories
Product: Cadbury Bournville
Segmentation
Cadbury has segmented the market based on following parameters:
DEMOGRAPHIC:
Age: Under 6 years ,6-11 years, 12-19 years, 20-34 years, 35-49 years,50-60 years,60+
PSYCHOGRAPHIC: Socio-economic classification: A1,A2,B1,B2,C,D,E1,E2
Targeting
Bournville is targeting not all customers. This brand is for those who love chocolates. The brand is aiming the 20-30 yr old SEC A segment. This is a chocolate that one will indulge when they feel like indulging. Because this product tastes differently from ordinary milk chocolates, the brand was targeted to appeal to a select niche.
Positioning
‘You don't just buy a Bournville; you earn it.´ Bournville is being positioned as the finest dark chocolate. The brand is currently promoted as the category innovator
4P ANALYSYS
Product
* Dark Chocolate made from the finest Ghana Cocoa beans. * Available in four flavours Almond, Rich Cocoa, Raisin & Nut, Hazelnut * Dark brown covering of the packet with the picture of melting chocolate cube * The packaging talks about health benefits – Natural source of anti oxidants
Price
Variants | SKU | MRP(Rs) | Rich Cocoa | 80gm | 75 | Almond | 90gm | 75 | Raisin & Nut | 90gm | 75 | Hazelnut | 90gm | 80 |
Promotion * Use of social media marketing * TV advertisement * Attractive holdings * Newspapers and Magazines
Place
Bournville was initially launched only in metropolitan cities. Now Bournville is available only in the top 20 cities of India, in most stores that maintain cold storage facilities.
PLC Analysis * On October 8 2008, Cadbury launched its Bournville brand of dark chocolate in India. * Bournville, a much neglected dark chocolate bar from Cadbury’s, has been re-launched as a new category of dark chocolate. * It is currently in growth stage. * Dark chocolate is one of the fastest growing categories