The following are the marketing objectives for the marketing plan: To introduce the product successfully in the

Indian market within a period of 6 months, to ensure that there is a high level of awareness of the presence to white Chocolate brand in the India market by using effective marketing strategies, to put in Place a wide range of marketing strategies available in the Indian market including e-Commerce strategies to ensure that there is overall growth of the product in the Market, to acquire about 30 percent of the female adult market segment within period of 3 years from the introduction of the brand in the market.

Products This marketing plan is looking to market a white chocolate brand of Cadburys Dream in the Indian market. Cadburys Dream is a brand of white Chocolate which is mainly targeting the female adults in the Indian market. The Introduction of this brand in the market is based on an extensive research that was Carried out in the Indian market which shows that there are social and cultural factors. Expected outcomes of the marketing efforts: One of the most important expected outcomes of this project is that successful introduction of white chocolate in the Indian market. It is expected that this marketing effort will successfully introduce white chocolate in the market and increase the product portfolio for Cadbury brands in the market. Apart from successfully introducing of the product in the market within a period of six months, it is also expected that the marketing efforts will lead to increased financial performance of the company. This will be the short term expected outcomes of the market. It is expected the product will have acquired a large market segment of the female population in the Indian market. On the long term, it is expected that the product will acquire more than 50 percent of the market share.

This is the SWOT analysis for the company in the Indian market:

Strength The company has an already large established business in the Indian market. It has
operated in India 1948 and has about 70 percent of the confectionary market. The company has good market reputation. With the brands in the market, the company is well positioned in the market. It is on this good reputation that the market can embark on introducing the new brand in the market. The company has been heavy investment in technology. Through innovation the company has placed new recipes in the market which ensures reduced cost of production. The company has a strong management team with a strong centralized management structure. The company also has put in place effective corporate management structures which ensure timely disclosure of information on the performance of company. The target market is also quite large. With the female population marketing more than 56 percent of the Indian population, there is a wide target market for the product. The Indian chocolate market has been recording growth in the recent past and there are future prospects of growth. Therefore the target market is slowly expanding (Cadbury, 2008).

Weakness The target population is quiet large and there are fears the demand for the product
may outdo the capacity of the company to satisfy the demands of the market. The company has not been able to establish a distribution network in the country that matches the demands of the market. There has been declining market demand for chocolates with the emerging health concerns. Banking on the success of the other brands in the market may have negative effects on the introduction of the new brand in the market since the products will be targeting different markets (Cadbury, 2008).

Opportunities In India, there is a large market segment that has not been tapped. Market data shows
that there is a large rural market that has not been catered for. Company can sell products to these customers. There company is introducing the brand in a less competitive market. This is a unique opportunity for the company. A more competitive market becomes difficult to introduce a new brand because there are already other companies which are likely to bring in competition (Cadbury, 2008). The company can introduce the product in the market in unique way. With the growing importance of beauty shows, the company can host beauty competition in

order to help the target market identify with the product. This will introduce the product in the market in unique way. The company can also host other events like sports or engage in corporate social responsibility activities like girl child education to help the target market identify with the product more (Laura, 2008). The company can use a wide range of marketing strategies which will lead to the overall growth of the product in the market. The Indian advertising market has been growing at a rapid rate which means there will be an array of opportunities for the growth of the market. There are many advertising strategies for the company in the Indian market (Cadbury, 2008).

Threats
There is threat of entry of other products in the market. In this case there are threats of entry of new products in the market which will increase the level of competition in the market. There are other companies which are likely to introduce the same products in the market once there is success of the initial product (Cadbury, 2008). There is a threat of change of the current external environment which is likely to alter the nature of the market. For example change in the taxing regime, government laws regulating the industry, and other factors which are likely to impact negatively on the industry (Cadbury, 2008).

As has been listed one of the most important growth factor behind the company success and the emerging market has been the use of modern technology which gives it an upper hand compared to other companies. The company has been testing new technology in the established or in its main market and then transferring the most appropriate technology to the emerging market. This has been an important growth factor in the overall performance of the company. In line with the growth of e-commerce, the company has been built its site from which customer can access all the needed information about t operation of the company. The company site it the main communication centre between the company and other stakeholders (Cadbury, 2008).

The confectionary industry in India is in its growth stage. This marketing research data from the industry shows that the industry has been making impressive growth in the Indian economy. The confectionary industry is divided into the flowing specific industrial sectors: Chocolate, Hard-boiled candies, clairs and toffees, Chewing gums, Lollipops, Bubble gums,

and Mints and lozenges (Laura, 2008). The total confectionary market is valued at about 41 billion Indian Rupees. It has a total turnover of about 223500 tones of confectionary produced every year. This is a huge overall turnover which is equal to that of established markets. Most the confectionary are consumed in the urban areas. The urban market constitutes about 73 percent of the total market. This is a skewed market share compared to the rural market which accounts for about 27% of the total market. This market data shows that the rural market has not been well tapped into. With more than 50 percent of the Indians living in the rural areas, it means that there is a high potential in the rural market (Cadbury, 2008). On the product share of the market, hard boiled candy accounts for about 18% of the market, clairs and Toffees has about 18% of the market share, while gums and mints and lozenes are at par accounting for 13 percent of the market share each. However chocolate has recorded the highest market growth rate recording about 23 percent growth rate. This is a higher growth rate compared to other markets in the world. However the overall sugar confectionary segment in the Indian market has been declining with a total decline of about 19 percent recorded in 2007 (Laura, 2008). Cadbury with a number of products including Daily Milk, Perk, Gems, 5 Star, Celebration, Bytes, Dairy Milk clairs, clairs Crunch, Mr. Pops and Halls is the leading player in the chocolate segment, clairs segment, Lollipops, and the Mints Segment (Cadbury, 2008). Cadbury is also the leading player in the milk beverage segment which is valued at 16.1 billion Rupees. This segment has an annual turnover of about 63,000 tones and has been growing at a rate of 10.1 percent. Here Cadbury is the main player with Cadbury Bournvitta and Cadbury Bournvitta 5 Star Magic (Cadbury, 2008).

Cadbury India specializes in production of confectionaries. In this category the company produces a number of products including Dairy Milk, Perk, Gems, 5 Star, Celebrations, Bytes, Dairy Milk clairs, clairs Crunch, Mr. Pops, and Halls brands. In the milk beverage section, the company produces Cadburys Bournvitta and Cadbury Bournvitta 5 star Magic (Laura, 2008). This marketing plan is planning to market Cadbury white chocolate in the market. It is in the category of chocolates and it is expected to target the adult population. The product is made in the same process as dark chocolate but the colour is modified so it has the same natural taste as dark chocolate although it has been described creamier and tasty compared to other chocolates (Laura, 2008).

Increase market share of Cadbury using marketing strategies offering the market an assortment of innovative confectionery products. Increase sales profit of Cadbury. Sustain market share over the year through product innovations in product development, packaging.

This marketing strategy will offer a particular product in the market. It is specifically white chocolate in the Indian market. The main brand that is to be introduced in the

market in Cadbury Dreams which is mainly targeted for the adult female population. The product will be offered in 45 gm packages, 100 gm and 200 gm packages. These will be the most important sized packages that the product will be sold in whole sale and retail. Since the product is being offered for the first time in the market, the company will use price penetration strategy where it will use low prices strategy to penetrate the market. However, this will be continued with cost plus pricing since it will have to operate at a profit market, the product will be offered at Rupee 2 per 45 gm size bar. To ensure that the products reach the intended consumer, the company will use the current existing distribution changing. It will sell the product in wholesale to intermediary wholesales who will in return sell to the retailers. To reduce on the cost of operation, retailers and distributors will be expected to obtain the product directly from the company stores on all provinces to take the product close to retailers. Taking the product near to the consumer will be the main pillar for the success of the distribution marketing strategy. The company will set up specific department that will be entrusted to carry out the advertisement. The effectiveness of the advertising campaign will be assessment on the overall growth in sales of the product. The traditional media strategy will be carried out in the mass media. This strategy will us normal discount for every purchase which will be carried out within limited period of time. The company will not only carry out off street sale promotion and sampling as a pull strategy but it will also use internet strategy. Through the internet, customer and other stakeholders will be able communicate directly the company. Place may vary depending on the Cadbury product sold. Cadbury products would be place on vending machines, retail stores (sari-sari) and in convenient stores located near the counter to encourage impulse buying of the product.

Customer targets-The prospective customers of Cadbury dairy milk ranges from 5-60y/o. Since Cadbury has a line of products suited for every member of the family. We will strengthen relationship of brand n current consumers life. Competitor target-Cadburys target competitors are Hershey, Nestle and Ferrero. What we will do it to sell Cadbury at affordable prices and put it on a convenient position, develop a range of new products for every need.(Occasional fift, snacks, after dinner dessert) Product features-In order to attain the objectives of Cadbury we have come up of different strategies and their main focus is on product development, innovation, focus on existing products and packaging. Market penetration Use market penetration as a strategy to achieve growth through the use of existing products of Cadbury in the current in the current market. Come up with promotions that would enhance customer loyalty and product awareness. Product development and diversification Generate new flavours of Cadbury such as coffee, peppermint, white chocolate and a non fat Cadbury since most prospective consumers today are very significant with diet. A non-fat Cadbury with the same pleasurable taste but has less fat and calories. Other variations include Cadbury with a popping candy filing, energy bars, cereals Cadbury lollipops, ice creams, chocolate syrups, candies and baked goods. Packaging Improve packaging design by adding graphics or caricatures to the original label & making a re-sealable pack and reducing the cost of packaging by using cheaper resources and materials that are safe for the environment. Package should protect the product from deteriorating, efficient and more importantly it should attract the customers. Core strategy Value proposition Cadbury perceived as a brand that is meant for everybody disregarding age/class. Affordable and has contemporary taste, with various selections to choose from. Product positioning Cadbury positioned as an all time favourite chocolate. An irresistible snack, after dinner dessert anything that can be shared and offered to loved ones.

Supporting Marketing Programs

A. Integrated marketing communicate To promote the new look of Dairy Milk Campaign Theme: The look of happiness

To objectives of this campaign is to promote the new look of dairy milk, Cadbury should implement comprehensive campaign. This involved a highly coordinated set of promotional activities across various communications channel each activity bearing the same message which is the look of happiness. This approach ensures that consumers receive a clear and consistent message about Cadbury. The look of happiness campaign includes advertisement showing the new packaging of Cadbury, free samples and contents. The product would be differentiated as the chocolate with a happy packaging. The result expected is sales to exceed by 100%. B. Advertising Creative Execution For television advertisements

One advertisement to target men, one for the upper tier of the target market, and for the lower tier humour and emotional appeal. For print advertisements Same target market customization concepts as above Placement in designated magazines and newspapers Out of home is included (billboards and transit locations).

C. Promotion Objectives To create brand loyalty To encourage repeat and multiple purchases

To promote sales and increase market share Strategies To position Dairy Milk asan increasingly visible brand within the market To gain trust and familiarity from the target market through contests and free samples.

D. Sales In order to maintain the sales of Cadbury, sales promotion should be implemented to generate growth Sales Promotion Execution Tactics Broadcast-Television, Radio Print-Newspapers Packaging-add graphics In tore-Posters, Flyers, Stall E. Price Price cut off, or no increase in prices but products weight would be reduced. F. Channels Cadbury already uses the following distribution channels: Point of sales display(racks and stands) Retail Outlets: Supermarkets and convenience stores

We recommend the use of small Vending machines exclusively for Cadbury products that will be placed in different public areas such as: school canteens, airports, hospital, malls, etc. G. Customer management activities Consumers are having a difficulty to capture and classify thats why the strong relationship to the customer is very important. Cadbury also use sites like Facebook, Twitter, Multiply and Friendster to get closer with customers and collect feedback.

We only recommend Cadbury to play more gimmicks with their existing online fan pages.

H. Website Cadbury has available website for consumers here in the Philippines consumers can freely navigate in their website and get information about the products. http://www.kraftfoodscompany.com http://www.cadbury.com.ph

The existing flash websites of Cadbury functional (because of its own search engines and extensive information available) and its tremendously attractive (because of the heavy use of graphics and animations), therefore, no more improvements needed. I. Marketing Research Market research determined the knowledge, attitude and opinions of consumers in our country. We recommend Cadbury to continue investing in consumer research that helps build knowledge around health concerns, including obesity. And to help improve that help improve understanding of concerns, research within both inside and outside the business will be applied. J. Partnership/Joint venture

By March 2001- Cadbury Confectionery Phils. Partnered with Mc Kenzie Distribution, thereby providing Cadbury with much wider distribution cove in the Philippines. May 2003- Adams Philippines, a well known Candy Manufacturing Company merged with Cadbury. Recommendations are to continue merging with other manufacturing companies to further expand the product reach.

SALES PROMOTION
Internet sales promotion strategy
The company will not only carry out off street sale promotion and sampling as a pull strategy but it will also use internet promotion strategy. This will be carried out with two aims. First it will be aimed at ensuring that there is increased awareness of company website to promote online sales growth and second it will be aimed at promoting the sale of the product. The company will offer special offer are a reduced at a discount of 15 percent for every purchase through the internet. The advertisement for this offer will be carried out in the mass media and in the internet as well (Giuly, 2000).

Channel Distribution: Push and Pull

The promotional strategies will be carried out in collaboration with the distributors who will be the middlemen used in the distribution channel. The company will use pull strategies to entice consumer to purchase its product. Instead of giving out free sample the company will use discount strategies but it will also use off street sampling to help the consumer to directly experience the product.

PUBLIC RELATIONS:
Public relations are important as it determines the relationship between the Company and its stakeholders. Public relations are important in creation of a lasting relationship between the business and the rest of its workers. Public relations are an important concept that determines the overall success of business. Internet public relations strategy Stakeholders are the important part for the growth of any business. In this case the company will use the internet to post company results to the shareholders and any potential investors. It will also post newsletter to individual investors. Through the internet, customer and other stakeholders will be able to communicate directly the company (Mark, 2003) Traditional medial public relations strategies It is not all the stakeholders for the company who are conversant with the use of the computers and not everyone is connected to the internet. Therefore the traditional medial public relations strategies remain particularly important for the company. The launch of the product will be announced in all the mass Medias while the consequent performance of the company will also be communicated through the same media. The performance of the

product will also be posted in the company magazine. The mass media will still remain important in the overall advertising strategy for the company.

Monitors and Controls

Marketing Metrics External to measure the customer satisfaction and the response rates, customers loyalty and quantity of the products being purchase and the time basis of ones customer in buying the product. Some may be from in survey. Internal-quantification of the market share and market penetration. Primary data Face to face Observation Experiment Research Secondary data Internal Sales record Stock record Accounting record Distribution data Sales persons opinion External Government statistics Specialist business organizations Customer database

I n t o d a y s c o mp e t it ive bu s i n e s s e nv ir o n me nt br a nd s ha ve a s s u me d a r o le o f g r o w in g importance. They can differentiate a companys products and customer loyalt y, helping to sustain profitabilit y in the long term. The Cadbury Dairy Milk brand has evolved into a Megabrand incorporating a range of products each with their own identity, but now under the Dairy Milk brand. This init iative is intended to leverage the strength of the Cadbury Dairy Milk brand to the full. The strategy involved a packaging and range refreshment strategy which has resulted in a unified innovative Dairy Milk brand. Having exceeded initial sales tar gets by a considerable margin, the strategy can be considered a success! Branding is one of the most important aspects of any business, large or small, retail or B2B.An effective brand strategy gives you a major edge in increasingly competitive markets. But what exactly does "branding" mean? How does it affect a small business like yours? Simply put, your brand is your promise to your customer. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors. Your brand is derived from who you are, who you want to be and who people perceive you to be. Are you the innovative maverick in your industry? Or the experienced, reliable one? Is your product the high-cost, high-quality option, or the lowcost, high-value option? You can't be both, and you can't be all things to all people. Who you are should be based to some extent on which your target customers want and need you to be.

The foundation of your brand is your logo. Your website, packaging and promotional materials--all of which should integrate your logo--communicate your brand. Branding is all important for those of use who want to be recognized for their name, business idea, business or product. Like the big name brands such as Sony, Amazon, Google, Yahoo, etc. business professionals such as freelancers, product developers, writers, pro-bloggers all need a brand to be instantly recognized by. For most, the brand name is either their own name, or else the name of the product they developed. Not only will others know who they are dealing with, but if we brand ourselves properly, then our name will be a synonym of quality further down the track. We all know that big name bloggers such as Shoe Money, John Chow, Yaro Starak, Maki and Daren Rowse have managed to do just that. They branded themselves through continuously using their own name or that of their website.