Need and Basics of STP
In this Article, we will understand and analyse the need and basics of STP strategy taking the example of one of the most respected Company in the world – the Cadbury Company, its marketing approach and methods to remain at the top of the chocolate market in India. Let‟s have a brief background of the company. Cadbury is a leading global confectionery company with an outstanding portfolio of chocolate, gum and candy brands. They have direct operations in over 60 countries, selling products in almost every country around the world.
Started way back in 1824, John Cadbury opened a shop in Birmingham selling cocoa and chocolate that eventually became a globally recognised company and that which bears his name - Cadbury. Since then Cadbury has expanded its business throughout the world by a programme of organic and acquisition led growth. On 7 May 2008, the separation of confectionery and Americas Beverages businesses was completed creating Cadbury PLC with a vision to be the world's BIGGEST and BEST confectionery company. CADBURY profile as stated by Cadbury Company:
We make and sell three kinds of confectionery: chocolate, gum and candy We operate in over 60 countries John Cadbury opened for business in 1824 - making us nearly 200 years young We work with around 35,000 direct and indirect suppliers We employ around 50,000 people Every day millions of people around the world enjoy our brands In India, Cadbury began its operations in 1948 by importing chocolates. After 60 years of existence, it today has five company-owned manufacturing facilities at Thane, Induri (Pune) and Malanpur (Gwalior), Bangalore and Baddi (Himachal Pradesh) and 4 sales offices (New Delhi, Mumbai, Kolkota and Chennai). The corporate office is in Mumbai. Our core purpose "creating brands people love" captures the spirit of what we are trying to achieve as a business. We collaborate and work as teams to convert products into brands. Simply put, we spread happiness! Product profile of Cadbury: Currently Cadbury India operates in four categories viz. Chocolate Confectionery, Milk Food Drinks, Candy and Gum category. In the Chocolate Confectionery business, Cadbury has maintained its undisputed leadership over the years. Some of the key brands are Cadbury Dairy Milk, 5 Star, Perk, Éclairs, Celebrations and Temptations. Cadbury enjoys a value market share of over 70% - the highest Cadbury brand share in the world! Our flagship brand Cadbury Dairy Milk is considered the "gold standard" for chocolates in India. The pure taste of CDM defines the chocolate taste for the Indian consumer. In the Milk Food drinks segment our main product is Bournvita - the leading Malted Food Drink (MFD) in the country. Similarly in the medicated candy category Halls is the undisputed leader. We recently entered the
gums category with the launch of our worldwide dominant bubble gum brand Bubbaloo. Bubbaloo is sold in 25 countries worldwide. Since 1965 Cadbury has also pioneered the development of cocoa cultivation in India. For over two decades, we have worked with the Kerala Agriculture University to undertake cocoa research and released clones, hybrids that improve the cocoa yield. Our Cocoa team visits farmers and advises them on the cultivation aspects from planting to harvesting. We also conduct farmers meetings & seminars to educate them on Cocoa cultivation aspects. Our efforts have increased cocoa productivity and touched the lives of thousands of farmers. Hardly surprising then that the Cocoa tree is called the Cadbury tree!
Read the following news piecei: CHENNAI: Cadbury India, on Monday, launched a new Perk with glucose energy chocolates. The new Perk is aimed at youth in the age group of 14 to 18 years. Perk with glucose energy will offer two pieces in each and priced at Rs. 5 per 21 grams. The single piece pack is priced at Rs. 2 for 7.5 grams. Addressing a press conference here, Anand Kripalu, Managing Director of...
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