Extending the Product Life Cycle

• Group: I6.• Sushma, Ritika, Ishita, • Ajay, Arun, Tejas

Contents• Cadbury Product targets• Cadbury Products’ Product Life Cycle • Product Stats• Product at Maturity stage• Positioning• Product Market Mix

– Product and Packaging– Promotion I & II– Place – Price

• Queries – Session

Cadbury Product Targets ..

Children

Teenagers

Adults

Cadbury Roses• Varieties:Brazilian Darkness - Bland, Sick sweetness;Coffee Escape (new!) – No strong coffee flavor;Country Fudge – Not on par with Cadbury Fudge;Caramel – Bland and hard toffee;Golden Barrel – Extremely sweet and no buttery-ness;Strawberry Dream – Very Bland;Tangy Orange Crème – Overly sweet;

• ”Cadbury have suffered the biggest drop for Roses.Sales are down by 23.7 per cent from £8.5million to £6.5million, according to a study by market research firm Nielsen” - By Dailyrecord.co.uk Aug 19, 2012 11:18

@CadburyIreland

• https://twitter.com/etienneshrdlu/status/431060167535624192/photo/1

Cadbury Dairy Milk (New Shape)

• “The shape of the product does affect the taste. That’s why we changed it”; ‘ Your mouth is not a square so why should the chocolate be? Now it tastes even better” – Matthew Williams (Mondelez M.D.)

Cadbury Bubbly(New Texture)

Can another aerated chocolate bar compete with Nestlé’s Aero? Kraft answered “Yes” and embarked on an exciting journey with

the development of the new Cadbury Dairy Bubbly.

Cadbury Milk TrayFrom 1968 to 2003, the chocolate was advertised by the Milk

Tray Man a rough, tough James Bond–style action man who goes through hell and high water to surreptitiously deliver a box of Milk Tray chocolates to a woman. The original tagline was All

because the lady loves Milk Tray

“The Lady loves Milk Tray? Not anymore”Daily Mail

23:54 GMT, 15 April 2012

Stats

About Twirl at Maturity stageProduct: Cadbury Twirl (Launched in 1987) is a two Dairy Milk chocolate fingers;Awards: Product of the year 2013.Target Audience: People of all ages and for those who like it light.Background Information: Twirl was originally launched in Ireland as a single finger product and quickly became a two-finger product due to growing popularity. It is now one of the best selling bars in Ireland and is produced in our factory in Coolock.#

#Source:Cadbury Ireland Official webpagehttp://www.cadbury.ie/products/twirl-2364?p=2364

Positioning

• Positioning is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market.

Repositioning

• Why repositioning ? Twirl is at the growth phase of the maturity stage where the sales

slowed down a little. Hence they launched the twirl bites, which helped the increase of

sales. Twirl Bites is sold in sharing re-sealable bags. According to Nielsen,

sales of Twirl grew 12% in the 52 week period to July 2011 to £54.6m.

Product Change

The product has been released in new flavorBut the taste has not incited the taste buds.

Twirl Caramel is in its maturity stage; Blogs and reviews project a bad review of the Taste and how it has dragged the product Twirl, down.

Product Marketing Mixing

Packaging

Product LevelPotential

Augmented

Expected

Basic

Core

Product

• Aggressive new product should be development like low calories, sugar free. This has to be done by researching and developing new products with a collaboration.

• Change the design of the product to look like twirl !

Packaging

New kind of packaging justifying the name.

Promotion I• Advertising:• Need Facebook page for Cadbury Twirl. (Facebook only because it shares more than 60% of social media upfront).• More frequent ads and event associations to occupy the

mind-share of the customer. (Twirl had no ads for 15 years, till it came out with an ad in 2011 about Twirl Bites)• Need for improved tagline against the old “Twirl, Twirl

and Twirl”.

Promotion II• Special Offers: For children with a toy, by collaborating WB• Competitions: Development of novelty and specialty

markets like Gourmet Line ( recipes ) on Internet, which is to be distributed via internet.

• In January 2013 Cadbury announced plans for a white chocolate Twirl to highlight the plight of the endangered polar bear.#

# Source:Wikipedia http://en.wikipedia.org/wiki/Twirl_(chocolate_bar)

Place Target customer’s ease of access to the product.

• Twirl is available on all e-commerce websites and is easily available to the customers.

(Ex: Amazon – Ireland).• But how ever the product does not seem to penetrate

the US market. (Not available at Wal-Mart U.S)• The product is mostly sold through Retail and

Wholesale chains.

From Cadbury

To You !