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REVIEW OF PRODUCT MIX OF A COMPANY
Akansha- 61Akshara – 62
Ali – 63Alok -64
Question!
WHAT IS PRODUCT MIX?
YES! Exactly!
• Product Mix or Product Portfolio refers to all the products that a seller has to offer.
• Example:1. Sony: TV, Cell phones, Audio, Laptops,
Gaming2. Ferrari: Cars, Bags, Perfumes, Watches3. Cadbury: Chocolates, Beverages, Biscuits
About Cadbury! – A Brief History
1. Started by John Cadbury in Birmingham in 1824 in family grocery store.
2. Expanded by sons – Richard and George. They also established a town Bournville as a part of expansion.
3. 60 countries4. 50,000 worldwide employees5. HQ – London, England.6. More than 300 different products in all
countries combined.
About Cadbury India!
• In India since 1948 – with importing chocolates .• 4 plants - Thane, Pune, Gwalior, Baddi (HP)• Head Office - Mumbai• 4 Regional Offices - New Delhi, Kolkata, Chennai,
Mumbai • More than 50 products in all categories• Sells 22,000 tonnes worth Rs. 650 crores• 74% Market Share in Chocolate in India.
Product Mix
Width - number of different product
lines
Length - total number of itemswithin the lines
Depth - number of versions of each
product
Product Mix - all the product
lines offered
Con
sist
ency
Different types of products
offered by the
company
Various brands offered under each type of
product
Different sizes in which each brand is available
Dr. Reeti Agarwal
PRODUCT MIX
The product mix of Cadbury includes (with few examples):
1. Chocolates – Dairy Milk, 5 Star, Perk, Gems, Silk etc.
2. Candy – Halls, Eclairs3. Biscuit – Oreo.4. Beverages & Health Drinks – Bournvita, Tang.
FLOWCHART REPRESENTATIONChocolate Candy/Gum Biscuit Beverages
DairyMilk Eclairs Oreo Tang Celebration Halls Bournvita Bournville Bubbaloo Hot Chocolate 5 Star Cocoa Powder Perk Gems Temptation
The product width is 4 The product length is 15.
QUESTION!
Which is the latest product launched by Cadbury??
Hint : It’s a Chocolate!
Product Depth
• Dairy Milk: Rs. 2, 5, 10, 20, 30(Almond, Crackle, Fruit & Nut), 50, 60 (Silk)
• Temptation: 5 Flavors – All Rs. 55• Bournville: 4 Flavors – 2 Sizes – Rs. 75 & 30• Gems: Rs. 5, 10, 115.• Celebration: 50, 75, 100, 150, 450, 600.• Perk: 2 variants for Rs. 5 each and one for Rs. 30• 5 Star: Rs. 5, 10, 15(Crunchy), 20(Fruit & Nut), 30.
LINE STRETCHING
Down Line Stretching
Up LineStretching
Two Way Line
Stretching
DOWNWARD STRETCHING
• SHOTS launched in 2008.• For Both Consumers and New User• Make Chocolate even more affordable(Value
for Money)• Slogan – “Rs. 2 mein 2 Laddu”
UPWARD STRETCHING
• SILK & BOURNVILLE• Launched in 2009, 2010 respectively.• To fill in premier chocolate segment.• Slogans used to make project claasy and
premium. – “ HAVE YOU FELT THE SILK YET” & “YOU DON’T BUY A BOURNVILLE, YOU EARN IT”
LINE FILLING
• PERK• Combination of Chocolate and Snack.• Competition: KIT KAT• For Rs. 5• Users: People who eat chocolate and light
snacks.
LINE MODERNIZATION
• A strategy in which items in a product line are modified to suit modern styling and tastes and re-launched.
• Example:1. 5 Star Crunchy 2. Perk Glucose3. Choco Eclair
LINE PRUNING
• Reducing the depth of a product line by deleting less profitable offerings in a particular product category.
Question!
Q) What is the Slogan for 5 Star?
PRODUCT CONSISTENCY• The term consistency in reference to the
product mix has to do with the closeness of the products in relation to use, distribution outlets, target markets and price range.
PRODUCTION
Same Ingredients
Same Quality
END USER
Chocolate = Joy
Increase sugar level in the
body.
DISTRIBUTION
Directly to retailers and wholesaler
(Same distribution
channel)
Facts & Conclusion• Use Amitabh Bachchan & Ranbir Kapoor as Ambassadors –
Higher Reach, Reliable and Brand Value.
• Availability: Directly sold to retail outlets. No middlemen. Available at Kirana Stores, Medical Stores, Malls, Cafeterias and Gift Shops.
• Demographic: Children 55%, Adults 12%, Young Adults 12%
• Celebrations: For gifting purposes – Birthdays, Anniversaries, Diwali, Raksha Bandhan.
THANK YOU!QUESTIONS WELCOME!