...case: Module 2: Understanding external environment: Overview about Cocoa Sublime: * Cocoa Sublime is one of largest family-owned manufacturer and retailer of high quality, handmade chocolates based in Australia. * Established by George Swift in 1902, the company’s head office and manufacturing facilities are located in Tasmania. Has 17 boutique stores, 2 in Tasmania and Adelaide, six in Melbourne and seven in Sydney. Company has experience in expending geographically over the last twenty years. * Products: high quality and handmade chocolate, excellent customer service and predominantly Australian sources ingredients. * Leading brand in specialty chocolate segment: Mission/vision/value/goal Analysing an Industry There is 5 Steps to Analysing an Industry * Step1: Definition of Industry, its value chain and industry segments * Step2: Life cycle state of the industry/ The industry life cycle * Step3: Evaluation of the industry to its current state and key factors for historical growth profitability( Remote and Industry environment analysis) * Step4: Drivers for customer demand ( Understanding Customers and Markets) * Step5: Industry critical success factors and how competitors compete Step 1: Definition of Industry, its value chain and industry segments 1.1 Industry: The Australian chocolate –making industry * The Australian chocolate-making industry is the largest category in the Australian confectionery market, comprising over 59...
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...ABOUT THE COMPANY…………………………………... 3 3. CONSUMER ANALYSIS…………………………………… 4 4. MAKERTING OBJECTIVES……………………………….. 5 5. TOWS ANALYSIS………………………………………….. 9 6. PEST ANALYSIS…………………………………………… 10 7. BARRIERS TO ENTRY……………………………………. 13 8. MARKETING PLAN……………………………………….. 14 9. POSITIONING……………………………………………… 15 10. MARKETING MIX………………………………………… 16 11. MEASURENT AND CONTROL REVIEW………………... 21 12. FINANCIAL PLAN…………………………………………. 23 13. EXPANSION PLAN………………………………………… 27 Executive Summary People are identified by their name, the way they look, their voice and personality. In the same way a product is presented so that a consumer will always be able to recognize it as distinct from any other similar product. Critical to the success of any product is the creation of the right identity. Identity means that a product is easily recognizable and differentiates from the offerings of competitors. Our store takes the concept of a traditional chocolate shop and adds the element of creativity and health. Our customers will have the opportunity to come into our store and concoct their own chocolate tailored to a customer’s desire that is health conscious. Cadbury Diet will be reinventing itself by producing a low-calorie dark chocolate which will be tagged as a healthy snack in contrary to the recent issues that the confectionery industry has faced. Cadbury chocolate bar has been tagged as...
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...Royal Melbourne Institute of Technology Product Innovation Case Study: WM WRIGLEY-- INNOVATION IN CHINA’S CONFECTIONERY MARKET Name and Student ID: Chi-Hao Tu S3296463 Liang Yen-Hsiang S3306170 Sophal PEN S3394842 The role of product innovation for Wrigley in China Wrigley, the world’s largest confectionary company, operates in around 40 countries, and also distributes in more than 180 countries. In Asia market, it produces wide range of confectionery products such as chewing gum, hard and chewing candy, and lollipops. If we look at market segmentation in China, there are around 28%, 24.4%, and 61.1% of high- class, middle- class, and low- class respectively. Wrigley’s penetrates Chinese local market by segmenting its market carefully. As the picture shown below, Wrigley runs 39% of whole gum market share in 2006. Due to rising Chinese middle class in recent years, Wrigley planned to launch a new set of confectionary products, both gum and non-gum products, to meet emerging new market. Having seen this development, Product innovation plays a critical role to maintain its leading market position in the industry. Resources: Chicago business.com, (http://www.chicagobusiness.com/article/20080331/NEWS07/200028762/wrigleys-newest-taste-wolfberry) To sustain consumer’s choice of its products, Wrigley continues to innovate new products not only to maintain its already-segmented market but also to attract new emerging Chinese market...
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...Ferrero SPA Corporation Ferrero is Italian manufacturer of chocolate and confectionary products being founded in the modest beginnings of 1946, when Pietro and Giovanni Ferrero started the company as a confectionary shop in northwest Italian town of Alba (Datamonitor, 2009). Today Ferrero International is the world’s fourth largest companies in the confectionery Market with 16 plants and 36 commercial companies all around the world, having 20,000 employees generating 35,000 cores of turnovers in 2006. A wide and complex portfolio of products, including mainly: chocolate spread, candies, pralines, bakery, chocolate snack eggs with surprise, cold tea & chilled chocolate products. The company is owned and managed by the founding Ferrero family. (Nutella.com, nd). 1. External Environment The Environment encapsulates many different influences, which can be difficult to analyze. The difficulty can be to identify: the environment diversity; the speed of change as managers feel that the pace of technological change and the speed of global communication change faster than even before; the last difficulty is complexity. Ferrero in order to face these difficulties can use different tools, such as: PESTEL (Political, Economical, Socio-Cultural, Technological, Environmental, Legal); Porter’s five forces; Market segmentation. In order to analyse: the macro-environment, competitors and market. (Johnson and Scholes, 2002, pp98). 2.1 Macro-Environment Macro-Environmental...
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...Hershey Company Name University Abstract The Hershey Company introducing the world of chocolate examines the remarkable successes and failures of the company. They are the largest North American manufacturer of chocolate and sugar confectionery products in its constant pursuit to maintain growth and profitability in a competitive industry. Hershey Company has an array of chocolate and confectionery products, which includes candies, beverages, baking ingredients, gums, syrups, and toppings for ice cream. Hershey Company produces and maintains more than 80 different brands. Hershey chocolate bar is known as the “Great American Chocolate Bar,” which is produced by Hershey Company and was invented by Milton Hershey over a hundred years ago and its products are sold in sixty different countries. We will look at the history of the company, its good marketing plan to expand that allows them to be more profits and more world recognition. Hershey Company maintain its dominant position in the industry and where the company is going in the near future. Hershey Company Mission and Objective Vision The vision of The Hershey Company is—Continuing Milton Hershey’s legacy of commitment to consumers, community and children, we provide high-quality Hershey’s products while conducting our business in a socially responsible and environmentally sustainable manner (The Hershey Company, n.d.). Mission Statement The mission of Hershey’s is encapsulated in the following words: Bringing...
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...Comparing the factory "Rakhat" to its competitors, one can distinguish its strengths, weaknesses, opportunities and threats. Strengths: • Large variety of the product. Universal nature of the manufacture, its scale and own line of the cocoa beans processing enable the company to hold the broadest assortment of the confectioneries among the domestic manufacturers. • High quality of products. Producing of some raw materials helps to keep the high quality standards of the confectionery. • Long history of the brand and the brand awareness. “Rakhat” JSC is one of the largest manufacturers of confectioneries in the Kazakhstan with its history of 70 years. • Distribution chain. Sales geography of the company covers whole Kazakhstan; also the company realizes the goods abroad. • Supply of raw materials issues are resolved more professional. • Good reputation among customers. The brand is called as National brand by the masses behind the scenes. • Distributors and representatives abroad. • The company works at full capacity. • Stocks sold at KASE guarantees a financial stability of the firm and opportunities to operate. Weaknesses: • Less control. Production facilities are located on the two sites - in the Almaty and in the Shymkent. • Average employee age is maturing • Minimal management employees training • Poor package design • Poor advertising campaigns • Low innovativeness in the product categories production • Demand excesses the supply. • Additional...
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...been publicly stated, and programmes to meet the target are subject to ongoing assessments to ensure they are on target. Cadbury has enjoyed significant benefits from a number of good results of initiatives designed to reduce packaging and it’s environmental impacts throughout the supply chain. We are proud of our achievements, including: • The average percentage of Post Consumer Recycled content in our packaging continues to increase, reflecting ongoing success in influencing our suppliers to provide recycled content materials. • ECoPP has been included in our product design review processes with the use of the “Packaging Impact Quick Evaluation Tool” (PIQET). PIQET was developed through the RMIT Centre for Design and funded by a small industry group. PIQET was commissioned as a web format in May 2008 and our Australia Packaging design...
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...A. TWO KEY LESSONS LEARNT FROM THIS CASE Hershey Company is famous known for being the biggest manufacturer of chocolates and confectionery products in North America and grocery products in over 60 countries worldwide. In 2009, Hershey sales up to 3.23 percent. Advertising expenses increased by 46 percent as the company continued to promote iconic brands such as the Hershey Kiss and Reese’s products. Due to lower commodity prices, the company plans to discontinue their Cacao Reserve brand as well as their Starbucks chocolate partnership. The company also plans to close their online gift business. The company expanded its global presence via joint ventures in china and India. From this case, we found two key lessons as following: (a) The first lesson is about the important of expanding to global market (b) The second lesson is about the importance for the firm to keep developing customer preferences. It is important for company to focus on how to formulate global product strategy to penetrate growing international markets. Therefore, Hershey should come up with new strategies in finance, marketing and production department to complete globally and to increase the customer satisfaction and market share. B. Vision Statement Since we could not find a vision statement of Hershey company then we suggest a vision as below: “Achieving consumers needs which making chocolate more healthy, delicious and delightful for life” From our opinion, this...
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...Marketing Strategy of Cadbury Cadbury India is a food product company dealing in Chocolate Confectionery, Beverages, Candy and Snacks. Cadbury is the market leader in Chocolate Industry with a market share of 70%. Some of their favorite products are Cadbury Dairy Milk, Perk, 5 Star, Celebrations, Eclairs, Gems and Temptations, Bournvita. John Cadbury, the founder of the Cadbury business was born on 12th August 1801. Cadbury was founded 200 years ago when John Cadbury has opened his shop in Birmingham selling chocolate and cocoa with other glossary. Cadbury started its operation in India in 1948 by importing chocolates and distributing in the Indian Market. This project shows some research on current marketing strategy used by Cadbury in Indian market. I have also try to find some of Strength, Weakness, Opportunity and Threats of the Cadbury for Indian chocolate industry. Table of Contents 3 1. About Cadbury 4 2. Cadbury in India 4 3. Aim & Objective of the Project 6 4. Comparative Analysis 7 5. Marketing Mix of Cadbury 9 10 6. Current Marketing Strategies used by Cadbury and Market Segments 14 7. SWOT Analysis of Cadbury 16 8.Conclusion 17 9. Reference List 18 About Cadbury Cadbury was founded 200 years ago. Cadbury is a food product company producing Chocolate products. They are the market leader of this industry holding 70% of the total market share. Some of the well-known products of Cadbury are Dairy Milk, Perk, 5 Star, Eclairs, Celebrations, Temptations...
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...Organization: PRAN 1. Introduction PRAN is the largest grower and processor of fruits and vegetables in the country. Their contract growers cultivate the choicest fruits and vegetables which are processed in our modern and hygienic factories to highest quality standards. They think the comparative advantage of their country as an economy lies in agriculture. They believe the way to economic prosperity is through agri and agro-business. PRAN is in testimony to their convictions. It stands for Program for Rural Advancement Nationally. Today, PRAN’s consumers not only value “PRAN” for its authentic refreshing juice drinks products , but also for its mouth watering quality confectionery products with high visual appeal and exciting texture. The company intends to expand their presence to every corner of the world and strive to make “PRAN” a truly international brand to be recognized globally. PRAN market products with consistent quality at home & abroad as per world standards produced hygienically in accordance with good manufacturing practices and they are remaining committed to these objectives all times. Despite economic recession, stiff competition and serious political unrest during the first half of the year, Agricultural Marketing Company Ltd, made a gross sale of Tk. 98.93 Crores as against Tk 94.00 Crores during the previous year. 2. History PRAN is currently the most well known household name among the millions of people in Bangladesh and abroad also. Since...
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...CONSUMER MARKETS – JUNE 2014 A taste of the future The trends that could transform the chocolate industry kpmg.com T he outlook for the world’s chocolate industry is brighter than it has been for eight years. Euromonitor predicts the industry will enjoy a 6% rise in revenues in 2014, delivering record global revenues of US$117bn. This robust performance is driven by a 2.1% increase in volume, reflecting growing appetite for chocolate in emerging markets. The challenge for the industry’s major players is how to make best use of this boom to profitably grow their volumes faster than the markets, achieve sustainable improvements in core operating margins and make the right investments – be they in capacity, acquisitions, the supply chain, marketing or R&D – to seize the significant opportunities ahead. The single biggest factor improving the industry’s performance is the fact that, at long last, the global economy is showing signs of sustained recovery. Growth in many major markets is accelerating. The stellar performers are India (expected to grow by 22% this year), Brazil (13%) and China (11%). The potential long-term growth in emerging economies – many of which have growing middle classes – is vast. To give just one example: the per capita consumption of chocolate in China is only a tenth of that in Switzerland. Yet, as this global tour of the chocolate industry suggests, the future is not without challenges. The immediate concern is the balance between supply of cocoa...
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...Kraft Foods and Cadbury Introduction The confectionary industry all over the world is comprised of three products, that is, gum, sugar and confectionary. But the world-wide economic recession which in the last few years hit the North American and European markets, adversely affected the confectionary sales. In addition, undue pressure affected the sales volumes as more people moved towards healthier lifestyles, in attempt to avoid what they termed as unhealthy foods. In these developed countries, there are growing concerns about obesity and its side effects. Confectionary makers are now making smaller packets so as to reduce the prices of the purchase which in a way is kind of addressing some of the concerns about unhealthy foods. This is done by improving the portion control even though it increases the sales volumes per kilo, but does not affect the profit margins adversely. Even though the confectionary may tend to be termed as a luxury food item, the sales value appears to be recovering steadily from adversity. In the quest of offering premium products which are more profitable than increasing the sales volumes, the confectionary makers are offering what is seen as low value confectionary. These new products include pro-biotic and antioxidant chocolate. However, the current depression is expected to limit the growth of confectionary, because it is seen as a non-essential food item. Nevertheless, chocolate appears to be picking up in the market and was expected to...
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...South America. The other ingredients that go into the making of chocolates are: sugar, milk solids, and permitted emulsifiers. Cocoa constitutes nearly 40% of the total raw material cost. The following report attempts to make a study on the chocolate industry and the position of the chocolate brand, Cadbury. The brand name chosen is the umbrella brand as we feel that the corporate name is recognised as a brand, not so much its individual products. The study will focus on the marketing and advertising strategy employed by Cadbury in the context of the Indian macro environment and industry structure. The advertising strategy will be studied with respect to Cadbury's business and marketing objectives. The strategies adopted will be analyzed for each product offering. The same is followed to a minimal extent for its major competitor, Nestle India Limited, to get an understanding of where Cadbury stands. The report initially focuses on an examination of the industry environment and the product class. The report then goes on to analyse the corporate, marketing and advertising strategies adopted by the selected company and its main competitor. It concludes by looking at the future challenges and recommendations for the industry and the company. TABLE OF CONTENTS Chapter 1 INTRODUCTION & RESEARCH METHODOLOGY 1 1. Research details(Type of research, Sample size, Sample design, Data Collection)...
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...Company, later referred to as HSY, is the largest producer of quality chocolate in North America and a global leader in chocolate and sugar confectionery founded by Milton Hershey in 1894. Hershey's is a public trading company and have filed their annual returns as a public trading company in the United States Securities under Form 10-K. In this paper, we will use the financial data in the Audited Financial Statement to compute the key financial ratios as an indicator for the Hershey's company in the global financial scale. Through calculations of the profitability, liquidity, stability and shareholder's interest; the five year trends from 2009 to 2013 will be analysed in both an internal and external environmental context as a determinant for the future growth. A brief comparison on key ratios will be made to Nestle, a similar competitor in the industry to appreciate Hershey's financial standing. The paper will conclude with limitations of the research paper and a summary of the findings. TABLE OF CONTENTS ABSTRACT ii LISTS OF TABLES iv LISTS OF FIGURES v 1.0 Introduction and Background 6 2.0 Analysis 9 3.0 Analysis and Discussion 11 3.1 Analysing Profitably 11 3.2 Analysing Liquidity 15 3.3 Analysing Efficiency 17 3.4 Analysing Stability 18 3.5 Analysing Shareholder's Interest 19 3.6 Financial Analysis Comparison to Nestle 20 4.0 LIMITATIONS 20 5.0 CONCLUSION 21 REFERENCES 22 BIBLIOGRAPHY 23 Appendix A 24 Appendix B 25 ...
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...PROJECT REPORT ON LAUNCHING OF DIGESTIVE BRAND BISCUITS FROM ANMOL BISCUITS LIMITED SUMMER PROJECT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS FOR THE AWARD OF POST GRADUATE DIPLOMA IN MANAGEMENT (Recognized by AICTE,Ministry HRD,Govt of India) BY MOHAMMAD ZISHAN MALLICK (PG-11-22) Under the guidance of Prof. : MOHIT DHAWAN INMANTEC, Ghaziabad Integrated Academy of Management and Technology Ghaziabad 2011-2013 1 ACKNOWLEDGEMENT The satisfaction and euphoria that accompany the successful completion of the work should be incomplete unless we mention the people as an expression of gratitude, who made it possible and whose constant guidance and encouragement served as a beacon of light and crowned our efforts with success. This report would have been impossible but for the support and guidance that we received from various people at different stages of the project. My sincere thanks to my company guide MR. NABOJIT DUTTA And my faculty guide PROF. MOHIT DHAWAN whose excellent guidance, encouragement and patience has made possible the successful completion of this project. Last but not the least i extend my sincere thanks to the entire team for providing us their time and active co-operation and all who have helped us directly or indirectly in this project. Mohammad Zishan Mallick (PG-11-22) 2 DECLARATION CERTIFICATE This Is to certify that the work presented in the project entitled “To analyze the marketing potential of ...
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