EXECUTIVE SUMMARY

PeeLeaf is a brand of chocolate bar with candied peels and leafs on the inside. The product will be launched locally in 2013 by Cadbury, a subsidiary of Kraft Foods Inc., the second largest confectionery company.

This presentation includes business review, environmental analysis, customer segments, marketing objectives, sales promotion, marketing strategies, controls and projected financial statement of PeeLeaf in the Philippines.

In 2010, total imported chocolate sales equaled to 3 billion pesos and expected to increase significantly due to better economic conditions. Cadbury is highly confident that their new product will be successful in the Philippines for the years to come.

ENVIRONMENTAL ANALYSIS
Strengths
Cadbury is a company, which is reputed internationally as one of the topmost chocolate provider in the world. The brand is well known to people and they can easily identify it from others. Cadbury, one of the world leaders in chocolate, is well-known force in marketing and distribution. Users have a positive perception about the qualities of the brand. Fruits and Vegetable Peels and Leafs prices are considerably lower than Cocoa, thereby, decreasing the cost of production. Availability of wide variety of pack seizes, which provided the consumers with several different options based on their level of disposable income. Sales and marketing is year-round, with an increased focus during the holiday seasons.

Weaknesses There is a lack of penetration in the rural market where people tend to dismiss it as a high end product. It is mainly found in urban and semi-urban areas. It has been relatively high priced brand, which is turning the price conscious customer away. Irregular supply. The peels and leafs to be used are seasonal and only has a shelf life of 3 months.