Chocki Relaunch Marketing Plan | Cadbury's Nostalgic Chocolate Comeback Strategy
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The document outlines a marketing plan for the relaunch of Cadbury Chocki, targeting mainly teenagers and young adults who seek nostalgic snacks. It includes market research findings indicating significant consumer interest, a comprehensive marketing budget, promotional strategies through digital and experiential marketing, and a SWOT analysis of the product. The goal is to achieve a 20% market share in the chocolate snack segment within the first year by leveraging strong brand equity and effective marketing techniques.
Chocki Relaunch Marketing Plan | Cadbury's Nostalgic Chocolate Comeback Strategy
- 2. BETA EK W AQ T TH A JAB H U M BH I SH ELVES KI ZEEN AT TH AY YE LOG AAJ HAMEIN ALVIDA KEHNAY AYE HAIN GROUP MEMBERS • WAFA KHAN (20241-36372) • ZUNAIRA AZMAT (20241-36385) • ALI HAMEED (20241-36402) • SAGAR KUMAR (20241-36394) • AZMEEN GADIT (20241-36593)
- 4. WHAT HAPPENDED TO THE OG CHOCKI? • THE OG CHOCKI DISCONTINUED AROUND 2013-2014 • IT WAS TOO NARROWLY TARGETED AT CHILDREN (AGES 5-12) • HAD POOR PACKAGING • ONLY RELIED ON TV ADS FOR MARKETING HELLOOO CLASSS HAMEIN YAAD KARNAY KEY LIYA SHUKRIYA LEKIN IS SLIDE MEIN YE LOG HAMARI BURAI BAYAAN KARENGAY SOURCE THE OG GANG BETA EK W AQ T TH A JAB H U M BH I SH ELVES KI ZEEN AT TH AY NEW CHOCKI KAY HATHO BIK GAYE HAIN YE GROUP MEMBERS
- 5. MARKET • Mars, Inc. - 13% to 15% • Mondelēz International - 12% to 14% • Ferrero Group - 8% to 10% • Nestlé - 8% to 10% • Hershey - 7% to 9% SHARE GLOBAL KEY PLAYERS KEY PLAYERS IN PK • Nestlé - Around 25% • Mondelez International (Cadbury) - Approximately 20% • Ismail Industries (Candyland) - Around 10% • Hilal Foods - About 10% BARI BARI BATAIN WARAPAO KHATAY https://www.euromonitor.com/chocolate-confectionery-in-pakistan/report https://store.strategyh.com/report/confectionery-market-in-pakistan/ https://pdf.marketpublishers.com/wmstrategy/pakistan-chocolate-confectionery-market-market-analysis-size-trends-consumption- insights-opportunities-challenges-n-forecast-until-2024.pdf https://www.indexbox.io/store/pakistan-chocolate-and-cocoa-products-market-analysis-forecast-size-trends-and-insights/
- 6. MARKET RESEARCH • QUANTITATIVE RESEARCH METHOD IS BEING USED IN THIS MARKETING PLAN TO COLLECT DATA OF CONSUMERS AND TO KNOW THEIR PREFERENCES AND TASTES. • SURVEYS QUESTIONNAIRE TOOL IS USED TO COLLECT DATA. THE SURVEY QUESTIONNAIRE WAS CONSISTING OF 20 CLOSED AND OPEN ENDED QUESTIONS IN WHICH PEOPLE CAN CHOOSE THEIR DESIRED OPTION AND CAN ALSO GIVE THEIR SUGGESTIONS REGARDING THE RELAUNCH. HUMSAY TO KISI NAY NAHI PUCHA SAWAAL
- 7. DATA GATHERING 103 KARLETAY HUM 3 SE BHI PUCH KAR WE ASKED QUESTIONS FROM 100 PEOPLE 55% WERE FEMALE 45% WERE MALE QUESTIONS WERE RELATED TO PRICING-RELAUNCHING- FLAVOURS-BUYING PREFERENCES- SIZE OF PACK
- 8. DATA ANALYSIS • 70% OF THE PEOPLE WHO PARTICIPATED IN THE SURVEY BELONG TO AGE GROUP 21-30 • 75% RESPONDENTS WANT TO SEE CHOCKI BACK IN THE MARKET BECAUSE IT WAS THEIR FAVORITE SNACK. • IN OPEN-ENDED QUESTION RESPONDENTS GIVE SUGGESTIONS AND ALSO SHARE THEIR EXCITEMENT. BELOW 20 21-30 30-40 ABOVE 40
- 9. WHAT PEOPLE SAID? Perfect WHENEVER WE TOOL CHOCKI FROM SHOP, WE ALWAYS SAID IT’S SO YUMM PLEASE BRING IT BACK I THINK ADS OF PARENTS WHO EAT CHOCKI ARE INTRODUCING IT TO THEIR CHILDREN AND IF IT HAS SOME KIND OF MESSAGING LIKE PHYSICAL ACTIVITY OR BRUSHING YOUR TEETH AFTER EATING IT CHOCKI SHOULD BE RELAUNCHED AS I AM NOT A BIG FAN OF CHOCOLATE BUT CHOCKI USED TO BE MY FAVORITE ONE BECAUSE OF ITS MILKY TASTE AND SMOOTH TEXTURE AND I PERSONALLY LOVE IT MUST RELAUNCH THIS WISHING GOOD LUCK FOR RELAUNCHING
- 10. TARGET AUDIENCE TEENAGERS (13-19 YEARS) AND YOUNG ADULTS (20-30 YEARS) INDIVIDUALS SEEKING NOSTALGIC SNACKS OR QUICK CHOCOLATE TREATS, ESPECIALLY IN URBAN AREAS WHERE CONVENIENCE AND QUALITY MATTER. PRIMARY CHILDREN (4-12 YEARS) KIDS WHO LOVE CHOCOLATE SNACKS AND ARE ATTRACTED TO FUN PACKAGING AND HANDS-ON SNACKING. SECONDARY
- 11. OUR OBJECTIVES • ACHIEVE 20% MORE MARKET SHARE IN THE CHOCOLATE SNACK SEGMENT WITHIN THE FIRST YEAR. • GENERATE A 30% INCREASE IN BRAND AWARENESS THROUGH DIGITAL AND EXPERIENTIAL MARKETING. • ESTABLISH CHOCKI AS A TOP-OF-MIND CHOICE FOR FUN, ON-THE-GO CHOCOLATE SNACKING. YE DEKHNA KUCH BARA KARENGAY EK DIN VALUE PROPOSITION • CADBURY CHOCKI OFFERS A FUN, AND MESS- FREE CHOCOLATE EXPERIENCE THAT’S PERFECT FOR SATISFYING CRAVINGS ANYTIME, ANYWHERE. WITH THE TRUSTED CADBURY QUALITY, CHOCKI IS THE IDEAL BLEND OF TASTE AND CONVENIENCE IN A UNIQUE TUBE FORMAT.
- 12. S.W.O.T ANALYSIS STRENGTH WEAKNESS • STRONG BRAND EQUITY • GLOBAL PRESENCE • SUPPORT FROM THE PARENT COMPANY • EFFECTIVE MARKETING TECHNIQUES • SUSTAINABILITY EFFORTS • R&D AND INNOVATION • PREMIUM PRICING • DEPENDENCY ON COCOA • PRODUCT RECALLS • LIMITED PRODUCT CUSTOMIZATION THREAT • COMPETITION: • ECONOMIC INSTABILITY • REGULATORY OBSTACLES • SUPPLY CHAIN INTERRUPTIONS • CHANGING CUSTOMER PREFERENCES OPPORTUNITY • INCREASING DEMAND FOR PREMIUM CHOCOLATES • HEALTH & WELLNESS TRENDS • E-COMMERCE GROWTH • PARTNERSHIPS AND COLLABORATIONS • NEW PRODUCT SEGMENTS
- 13. THE MARKETING MIX PRODUCT PROMOTION PLACE PRICE CADBURY CHOCKI WILL RETAIN ITS PREMIUM TASTE, WITH NEW FLAVORS LIKE HAZELNUT, CARAMEL, OREO, AND WHITE CHOCOLATE. PACKAGING WILL BE VIBRANT AND CARTOONISH TO ATTRACT KIDS. STARTING AT RS. 30, PRICING WILL VARY BY PACKAGING SIZE, EMPHASIZING PREMIUM QUALITY TO ENCOURAGE IMPULSIVE PURCHASES. PROMOTE VIA YOUTUBE, SOCIAL MEDIA, AND TV ADS USING NOSTALGIC SLOGANS LIKE "BACHPAN KA PYAAR HAI YAAR CHOCKI." USE HOARDINGS NEAR SCHOOLS AND COLLEGES TO ATTRACT YOUNG AUDIENCES CADBURY CHOCKI WILL BE AVAILABLE IN LMTS, IMTS, RETAIL STORES, AND SCHOOL CANTEENS, WITH COLORFUL AND ANIMATED DISPLAYS IN STORES
- 14. MARKETING STRATEGIES DIGITAL MARKETING SOCIAL MEDIA CAMPAIGNS: EMPHASIZE NOSTALGIA WHILE TARGETING YOUNGER AUDIENCES ON PLATFORMS LIKE INSTAGRAM, FACEBOOK, AND TIKTOK. USE HASHTAGS LIKE #CHOCKIISBACK TO DRIVE EXCITEMENT. INFLUENCER COLLABORATIONS: PARTNER WITH FAMILY-FRIENDLY AND TEEN INFLUENCERS TO CREATE BUZZ AND EMPHASIZE CHOCKI’S PLAYFUL, CONVENIENT DESIGN USER-GENERATED CONTENT: RUN A "SQUEEZE THE JOY" CAMPAIGN WHERE FANS SHARE THEIR FAVORITE CHOCKI MOMENTS FOR A CHANCE TO BE FEATURED ON CADBURY'S SOCIAL MEDIA. EXPERIENTIAL MARKETING SAMPLING AT SCHOOLS AND EVENTS: PROVIDE FREE SAMPLES AT SCHOOL EVENTS, COMMUNITY FAIRS, AND FAMILY OUTINGS, ESTABLISHING CHOCKI AS A FAVORITE AMONG CHILDREN AND PARENTS ALIKE. IN-STORE ACTIVATION: SET UP CHOCKI STATIONS IN HIGH- TRAFFIC RETAIL LOCATIONS WITH MASCOTS AND INTERACTIVE STANDS TO CAPTURE ATTENTION. RETAIL EXPANSION AND VISIBILITY EXPAND DISTRIBUTION TO SUPERMARKETS, CONVENIENCE STORES, AND NEIGHBORHOOD SHOPS FOR EASY ACCESS. STRATEGIC PLACEMENTS NEAR SCHOOL CANTEENS AND CONVENIENCE STORES FREQUENTED BY YOUNG CONSUMERS.
- 15. TACTICS AND ACTION PLAN PRE LAUNCH CREATE SOCIAL MEDIA TEASERS TO BUILD ANTICIPATION. LAUNCH HOST A LAUNCH EVENT WITH INFLUENCERS AND MEDIA COVERAGE TO GENERATE BUZZ. ACTIVATION SET UP CHOCKI STANDS IN STORES WITH PROMINENT DISPLAYS AND MASCOTS. ENGAGEMENT CONTINUE RUNNING DIGITAL AND IN-STORE PROMOTIONS TO SUSTAIN BRAND PRESENCE. TIMEPLAN PHASE 1 (PRE-LAUNCH): SOCIAL MEDIA TEASERS, INFLUENCER PARTNERSHIPS (MONTH 1) PHASE 2 (LAUNCH): EVENT, SAMPLING, AND POS PROMOTIONS (MONTH 2) PHASE 3 (Growth): Regular promotions, content marketing, and in-store activations (Months 3-12)
- 16. GROWTH STRATEGY PRICING STRATEGY ADJUSTMENTS: IF SALES TARGETS ARE NOT MET, WE WILLCONSIDER TEMPORARY DISCOUNTS. ALTERNATIVE CHANNELS: WE WILL INCREASE FOCUS ON E-COMMERCE PLATFORMS FOR BROADER REACH IF IN-STORE SALES ARE LOW. REBRANDING OPTIONS: IF THE CURRENT APPROACH DOESN’T RESONATE, INTRODUCE LIMITED-EDITION FLAVORS TO CAPTURE CONSUMER INTEREST. TARGET CORPORATE AUDIENCE: WE WILL COLLABORATE WITH COMPANIES FOR THEIR EMPLOYEE GIFTING CHOCOLATES ON THEIR ANNIVERSARIES/MILESTONE ACHIEVEMENT/ONBAORDING
- 17. STRATEGIC FIT • ALIGNING WITH GLOBAL MONDELEZ STRATEGY, CORE CATEGORY FOCUS. • INNOVATION AND R&D BASED ON LOCAL TASTES AND PREFERENCES. • UTILIZATION OF CADBURY’S OWN SUPPLY CHAIN FOR MAXIMUM EFFICIENCY. • A HEAVILY CONSUMED ITEM DURING LATE 2000S, FAMOUS AMONG PRE-TEENS AND TODDLERS. • ADAPTING TO LOCAL MARKET DYNAMICS FOR CULTURAL FIT AND AFFORDABLE PRICE POINTS. • BRAND EQUITY AND EMOTIONAL CONNECTIVITY. MANUFACTURING • LOCALLY MANUFACTURED IN HUB PLANT BASED ON LOCAL TASTE. • FOOD SAFE FOIL PACKAGING, TUBE SHAPED, LOWERING COSTS AND EASE OF USE, DEVELOPED THROUGH LOCAL MEANS. • OTHER PACKAGING MATERIAL SOURCED TO ENSURE COMPLIANCE WITH FOOD SAFETY STANDARDS. • NOSTALGIC YET NEW DESIGN FOR PACKAGING TO CATER THE NEW GENERATION AND OLD.
- 18. LOGISTICS AND WAREHOUSING • 3PL AND IN-HOUSE STRUCTURE UTILIZED TO DISTRIBUTE PRODUCTS FROM WAREHOUSES TO RETAILERS TO CONSUMERS ACROSS PAKISTAN. • SOURCED RAW MATERIAL FROM MONDELEZ COCOA LIFE PROGRAM TO ENSURE SUSTAINABILITY. • RAW MATERIAL SUCH AS COCOA SOURCED FROM GHANA OR IVORY COAST THROUGH COCOA LIFE PROGRAM. • LOCALLY ACQUIRED MILK SOLIDS AND SUGAR. • RECYCLING OF PRODUCTS TO LOWER WASTE MANAGEMENT • SEA FREIGHT FOR COCOA AND ROAD TRANSPORTATION FOR LOCALLY SOURCED MATERIAL AND LAST MILE DELIVERY FOR ON-TIME DEMAND. • REGIONAL DISTRIBUTION CENTERS APART FROM HUB PLANTS. • ADVANCED INVENTORY MANAGEMENT TO AVOID SURPLUS OR BUFFER INVENTORY. • QUALITY ASSURANCE AND STORAGE OF PRODUCT AT RIGHT TEMPERATURE TO AVOID CUSTOMER DISSATISFACTION. • COLLABORATION WITH RETAILERS TO ENSURE PROPER INVENTORY DISTRIBUTION AND PROMOTIONS.
- 19. Marketing Budget Breakdown (1 Year) Category Budget (PKR) Percentage of Total Budget Remarks Billboards 16,000,000 20% Prime urban locations (3-month visibility in Karachi, Lahore, and Islamabad). Digital Marketing (Social Media) 20,000,000 25% Targeted campaigns on Facebook, Instagram, and TikTok for younger audiences. Influencer Marketing 10,000,000 12.5% Collaboration with food, lifestyle, and family influencers. Sampling (In-Store & Malls) 12,000,000 15% Free sampling in malls, retail outlets, and high-footfall areas. Retail Promotions 8,000,000 10% Incentives and discounts for retailers to encourage stocking. TV Ads 7,000,000 8.75% Short 10-15 second launch ads for mass awareness. Event Sponsorships 5,000,000 6.25% Sponsorship of youth and family-centric events for brand association. Point of Sale Displays 2,000,000 2.5% Branded displays at checkout counters in retail outlets. Total Marketing Budget 80,000,000 100% Comprehensive marketing strategy tailored for the relaunch.
- 20. RATIONALE FOR BUDGET ALLOCATIONS: 1. BILLBOARDS (20%): o FOCUSED ON HIGH-TRAFFIC URBAN LOCATIONS FOR MAXIMUM VISIBILITY. o AIMED AT BUILDING MASS AWARENESS IN KEY METROPOLITAN CITIES. 2. DIGITAL MARKETING (25%): o LARGEST ALLOCATION DUE TO ITS COST-EFFECTIVENESS AND REACH. o INCLUDES PAID ADS, INTERACTIVE CAMPAIGNS, AND ENGAGING CONTENT TARGETING THE YOUNGER DEMOGRAPHIC. 3. INFLUENCER MARKETING (12.5%): o LEVERAGES MICRO AND MACRO INFLUENCERS FOR AUTHENTIC PRODUCT ENDORSEMENTS. o HELPS CONNECT WITH AUDIENCES VIA TRUSTED VOICES. 4. SAMPLING CAMPAIGNS (15%): o DIRECT CONSUMER ENGAGEMENT TO CREATE PRODUCT AWARENESS AND TRIAL. o AIMED AT MALLS, SCHOOLS, AND OTHER HIGH-FOOTFALL AREAS.
- 21. RATIONALE FOR BUDGET ALLOCATIONS: 1. RETAIL PROMOTIONS (10%): o DISCOUNTS AND STOCKING INCENTIVES ENSURE VISIBILITY IN RETAIL OUTLETS. o HELPS BOOST SALES BY ENCOURAGING RETAILERS TO DISPLAY PROMINENTLY. 2. TV ADS (8.75%): o LIMITED BUT IMPACTFUL AD CAMPAIGN DURING THE PRODUCT LAUNCH PHASE. o TARGETS FAMILIES AND CHILDREN VIA PRIME-TIME SLOTS. 3. EVENT SPONSORSHIPS (6.25%): o SPONSORSHIPS FOR EVENTS LIKE FOOD FESTIVALS, SCHOOL FAIRS, OR YOUTH-CENTRIC ACTIVITIES. o BUILDS STRONG BRAND ASSOCIATION WITH FUN AND FAMILY-FRIENDLY EXPERIENCES. 4. POINT-OF-SALE DISPLAYS (2.5%): o ENHANCES VISIBILITY AT THE TIME OF PURCHASE. INCLUDES BRANDED SHELVES AND COUNTERS IN RETAIL STORES
- 22. PROFIT AND LOSS STATEMENT Category Year 1 Year 2 Year 3 --------------------- Rs in "000" -------------------- Revenue 300,000 300,000 315,000 Cost of Goods Sold (COGS) Raw Materials 70,000 70,000 73,500 Packaging 30,000 30,000 31,500 Labor 45,000 45,000 47,250 Overheads 35,000 35,000 36,750 Total COGS 180,000 180,000 189,000 Gross Profit 120,000 120,000 126,000 Operating Expenses (OPEX) Marketing (80,000) (50,000) (40,000) Salaries (15,000) (17,500) (20,000) Administration (5,000) (6,000) (7,500) Miscellaneous Ops (5,000) (6,000) (7,500) Total OPEX (105,000) (79,500) (75,000) Net Profit 15,000 40,500 51,000
- 23. COST BREAK DOWN Cost Per Unit Breakdown (PKR 18/unit) Category Cost Per Unit (PKR) % of Total Cost Remarks Raw Materials 7 38.90% Bulk procurement and efficient sourcing. Packaging 3 16.70% Streamlined design and cost-effective materials. Labor 4.5 25.00% Optimized workforce allocation and efficiency. Overheads 3.5 19.40% Includes utilities, rent, and maintenance costs. Total 18 100% Ensures consistent unit cost for 10,000,000 units.
- 24. TARGET MARKET SHARE TO ACHIEVE 10 MILLION UNITS Competitor Original Market Share (%) Original Units (Out of 50M) Target Share Taken (%) Units Taken (Out of 50M) Nestlé 25% 12.5 million units 7% 3.5 million units Ismail Industries 10% 5 million units 4% 2 million units Hilal Foods 10% 5 million units 3% 1.5 million units Others 35% 17.5 million units 6% 3 million units Total 100% 50 million units 20% 10 million units Mondelez will achieve 10 million units by taking: • 7% (3.5 million units) from Nestlé by targeting its premium consumers with Chocki's competitive pricing and quality. • 4% (2 million units) from Ismail Industries by capturing mid-range customers through strategic marketing. • 3% (1.5 million units) from Hilal Foods by improving rural and semi-urban distribution. • 6% (3 million units) from smaller competitors and unorganized players with better retailer margins and brand loyalty initiatives.
- 25. BRANDING AND KEY VISUALS
- 26. OOH BILLBOARD
- 28. EXPERIENTIAL STORE TV BANNER ADS
- 29. CORPORATE BOX
- 31. SOCIAL MEDIA POST (MEME POST) TUMNAY TO KAHA THA CHOCKI BAND HOGYA PURANA WALA BAND HUA HAI KAHA THA SOCIAL MEDIA POST (TREND POST) KONSE COLOR/FLAVOUR KA CHOCKI LAYE HO AAJ? WHEN YOU ARE A CHILL GUY WITH NEW CHOCKI
- 32. FLOOR IS NOW OPEN FOR Q/A