Subject category:
Marketing
Originally published in:
2015
Version: October 15 2014
Length: 18 pages
Data source: Published sources
Topics:
Competitive strategies; Competitive dynamics; Market extension; Category extension; Product life cycle; Product value chain; Cadbury’s market extension; Cadbury India; Modelez international; Kraft Foods; PLC management; Advertising; Distribution channels; Product innovation; Product category extension
Abstract
This case study enables an interesting analysis of how a category’s product cycle can be managed over its product value chain using a set of competitive strategies (for protecting and increasing market share). Cadbury India, present in India since independence, July 1948, had been reinventing itself over the last seven decades by making itself relevant AIDed by its Advertisements, Innovation and Distribution. Having about 70% of market share in Indian chocolate market, Cadbury faces a major challenge: what should it do to increase Indian per capita chocolate consumption levels (at 80 rupees per year currently) to UK (10,000 rupees per year) and US (5,000 rupees per year) consumption levels? AIDed (Advertisements, Innovation and Distribution) by its multi-pronged approach of changing consumption behavior of Indians in general and rural Indians in particular, would it be able to stay ahead of the pack?
Subject category:
Marketing
Originally published in:
2015
Version: October 17 2014
Length: 12 pages
Data source: Published sources
About
Abstract
This case study enables an interesting analysis of how a category’s product cycle can be managed over its product value chain using a set of competitive strategies (for protecting and increasing market share). Cadbury India, present in India since independence, July 1948, had been reinventing itself over the last seven decades by making itself relevant AIDed by its Advertisements, Innovation and Distribution. Having about 70% of market share in Indian chocolate market, Cadbury faces a major challenge: what should it do to increase Indian per capita chocolate consumption levels (at 80 rupees per year currently) to UK (10,000 rupees per year) and US (5,000 rupees per year) consumption levels? AIDed (Advertisements, Innovation and Distribution) by its multi-pronged approach of changing consumption behavior of Indians in general and rural Indians in particular, would it be able to stay ahead of the pack?
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Subject category:
Marketing
Originally published in:
2015
Version: October 17 2014
Length: 12 pages
Data source: Published sources