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If you are in #India, I am sure you must have seen the new launch from #Mondelez India -
Cadbury Unity Bar to celebrate India's 2019 Independence Day.
To me, what was impressive was how #Cadbury was able to crack all the 4Ps
of #Marketing in a brilliant way:
Product:
The chocolate bar has been priced at an odd price point of INR 73.
Why? Simply because it is the 73rd year of India’s independence so
such an odd price point is justified.
At a price point of INR 73 for a 130g bar, the chocolate is priced at
INR 561 per kg, which is higher than the average price of chocolates in
the country. This means that it gives a healthy margin to Cadbury with
every bar that they sell.
Promotion
o Pushing people to come to Flipkart to place orders was a great way to change purchase
behaviour and get more people to become comfortable in buying chocolates online, which has a
much lower penetration on e-commerce than other food categories.
The product was sent out to consumers in a nicely gifted box along
with a special letter, taking the consumer experience to the next level.
While the launch on its own isn’t going to shift the needle of the top line for Cadbury, but it
surely will drive its brand equity and salience significantly and will have a much bigger impact
on the mother brand Cadbury because of all the buzz, the PR and the earned media. I am
contributing to that earned media as well by writing this article!
If you are a marketing student, you can easily put this one as a great case study in brands that
have leveraged Philip Kotler's fundamentals of Marketing - the 4Ps to their advantage.
Oh, by the way, did I mention that I have had a love-hate relationship with Cadbury over
the years. I did my summer internship with Cadbury back in 2003 and then when I was doing
marketing for chocolates for Nestle, Cadbury was our competitor and arch rival 😊.