Marketing Cadbury CaraMilk Dark Noir Chocolate Bar in India

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Description

Marketing Cadbury CaraMilk Dark Noir Chocolate Bar in India

Marketing Cadbury CaraMilk Dark Noir Chocolate Bar in India

ANSWER


This marketing plan aims at introducing Cadbury CaraMilk Dark Noir chocolate bar in the Indian market. This brand has been produced and successful marketed in the Canadian market. However market research data has revealed a great difference in perception and value of chocolate between the Canadian market and the Indian market. This marketing plan will use product-communication extension strategy in order penetrate the Indian market and overcome the difference between the two market. The product will be introduced as the same brand but with a different packaging and size of bars. However the communication strategy will be difference in order to suit the local perception and value of the Indian market. The brand will be introduced by Cadbury India which holds a large segment of the Indian confectionary market. This will give the product an early advantage although it will be facing stiff competition from the related dark chocolates some marketed by Cadbury. However the attributes of the product, with grain physical texture but a smooth lingual texture, cannot be matched by any other dark chocolate brand.  The company will employ above and below the line marketing strategies in order to ensure successful entry in the market. The company will also be looking at setting up a production line in India so that it can supply the brand to the markets in the neighboring countries as a brand growth strategy.