FESTIVAL ACTIVATION PLANS

CONFECTIONARYSubmitted By:Nidhi Mahajan Nirbhay SharmaParav GuptaPrerna BaliRachita Jain

Submitted To:Prof. Anil GuptaProf. Alka Sharma

NESTLE

INTRODUCTIONNestl is a Swiss company,founded in 1866 by Henri Nestle.

manufactures a variety of food products such as infant food, milk products, beverages, prepared dishes & cooking aids, and chocolates & confectionary

Presently the world's largest and most diversified food company

Did you know Nestl markets its products in 130 countries across the worldNestl manufactures around 10000 different products and employs some 250000 peopleNestl sells over a billion products everyday

Head OfficeNestl India LimitedNestl HouseJacaranda Marg, 'M' Block,DLF City, Phase II,Gurgaon - 122002 (Haryana)Brands of Nestle

Nestle chocolate & confectionery

Nestle Chocolates -24% market shareChocolates 13-15% of total revenueProduct range includes Classic kit Kat, Munch, , Bar one, alpino, milky bar, dark chocolates, eclairs, milkybar

Continuously excel to achieve and maintain leadership position in the chosen businesses; and delight all stakeholders by making economic value additions in all corporate functions

MISSION

Being the best in everything they touch & handleVISION

Major Competitors in confectioneryAMULROCHER

CADBURY

Marketing Mix4PsNestle Chocolates

ProductThe chocolates have a wide range to suit different targeted segmentsVariety Classic, Munch, Milky bar, etc.Design Plain bars, filled, chocolate covered wafers, Large number of Brand namesSizes and Packages wide range to suit key price points and occasions

PricePricing In line with Cadburys offeringsIncentive schemes eg. Maha munch give more value for the same pricePriced at key price points like Rs.5

PromotionBrand ambassador- Rani Mukherjee for munch ( targeting youth)ADVERTISINGDecreased dependence on childrens TV channels over recent years33% of total industry spend but near equal spend on each brand with rival offerings from Cadbury.

PlaceGeneral FMCG distribution structure.Strong coverage in urban areas, developing in rural.New Regional Sales Offices to increase width and penetration and focus in rural areas.DistributionNestle has worldwide distribution lineNestle has good distribution line to retailerJammu Distribution channel:Nestle India ltd. Sadbhavna agency48-transport nagar Raghunath bazarNarwal, Jammu Jammu

Nestle depot, Narwal jammuMr. Ashish Sachdeva(Area Sales Manager)3 sales officers (Jammu region2 sales officers (kashmir region)Festive seasonFor nestle

Gift packs available at stores

Festive season salesAdditional 2-4 % discounts to retailers

Increase in Net sales- 40 %

Nestle Alpino was recently launched in India on 31st august tastes as good as Ferro Rocher and is priced lesser than it.Alpino costs 25 Rupees for 2 pieces (13 Rupees a piece), while Ferro Rocher costs 30 Rupees per piece.

Is based on the concept of sharing. to pull the heart strings of couples as well as friends, thereby targeting a specific audience of those who are in a relationship.

Launch of nestle alpino

The global food giant is also prepared for cashing in on the festive season with their new premium chocolates that are available in a golden festive pack of 10 chocolates at a competitive price of Rs. 175. Calling it a Romance you can taste,

Google Officially Launched 'KitKat,' Its Latest Version Of Android

Android KitKat, the latest version of its Android mobile operating system, named after nestles popular confectionery brand

INTRODUCTION ABOUT FERRERO ROCHERFerrero Rocher is a spherical chocolate sweet made by Italian Chocolatier Ferrero SpAChocolates consist of a whole hazelnut encased in a thin wafer shell filled with hazelnut cream including vegetable oil and covered in milk chocolate and chopped hazelnuts.Sweets contain 73 calories and individually packaged inside a gold coloured wrapper.Rocher comes from French and means rock

CONTDFerrero international launched its flagship brand, Fererro Rocher in India.It sold like hot-cakes, especially during festival season.Imported chocolate brands contributed 40-45% to overall chocolate sales nationally in festive season up from 30% last year.

PRODUCT RANGEFERRERO ROCHER PRODUCT RANGEFerrero Rocher 3 pieces packFerrero Rocher 16 pieces packFerrero Rocher 24 pieces packFerrero Rocher 30 pieces packFerrero Rocher 36 pieces packFerrero Rocher 48 pieces pack

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FEATURES Long shelf lifeNo refrigeration requiredAttractive gift boxesPremium brand image makes it a good option to giftPeople want to be seen gifting imported chocolates because they show premiumnessPrice range varies from Rs. 95 to Rs. 900.

FEATURES Availability : Not only in modern retail stores (Spencers, Food Bazaar, etc) but also in several kirana stores.Many gift packs of Ferrero Rochers are available online for diwali at:various online shopping sites (myntra.com, homeshop18.com, shopping.indiatimes.com ) gifting sites (tajonline.com)

FERREROS STATEMENT PRIOR DIWALI A Ferrero Rocher spokesperson said, Ferrero Rocher is a leading premium chocolate gifting option during the festival season. We are confident of a strong festival season this year too and expect to grow over the previous year. We are focusing on all channels to drive growth from modern trade and general retail for consumer and in B2B through direct sales.

ONLINE MARKETINGFerrero Rocher started an online competition to promote their brand.It was in collaboration with Eastern EyeEastern Eye is Britains number 1 Asian news website

Advertisement on the Eastern Eye WebsiteEastern Eye readers can get a festive golden Ferrero Rocher cone, a great centrepiece of any family feast and a delicious treat for everyone to enjoyFor a chance to get your hands on one simply send your name and phone number along with the reasons why you love Ferrero Rocher to competition@easterneye.euWinners will be chosen on a first come, first served basis.

FERRERO ROCHERTELEVISION ADVERTISEMENT

GOLDEN HERITAGE FOR A GOLDEN DIWALI

DiwaliAd CampaignDISCOUNTS IN JAMMUNormal YearDiscounts to distributor by Company :- 12.5%

Discounts to Retailer :- 2% on cash During DiwaliDiscounts to distributor by Company :- 12.5% + 5%

Discounts to Retailer by :- 4% on cash

DIWALI EFFECT OF FERRERO ROCHERFerrero Rocher have sizzled retail shelves during the diwali festive season gifting, drawing the consumer eye with their gilded packingThey tie with big retailers offering BOGOs (Buy One Get One Free) for fixed purchases made and so on.This is like a top-up which helps in driving sales further.

In chocolates, retail chains like Spencers Retail and Future Group say Ferrero Rocher has been the king of Diwali gifting due to its similarity with the Indian Ladoo in shape and golden color wrapper

CONTD.The most frequently gifted brand in the premium end during diwali season is Ferrero Rocher, points out the sales head of yet another Mumbai-based retail chain.In Jammu the sales of Ferrero Rocher increased to 25-30% during Diwali, by the Jammu distributor Mr. Ravi Gupta.

TALKS ABOUT FERRERO ROCHERSpencers retail president and CEO Mohit Kampani says Ferreros share increased from 25% to 32% in Diwali FMCG gifting this year

The round shape with the cover resonated well with Indian customers as it looked like a ladoo wrapped in a golden cover, says Davendra Chawla, President (Food Bazaar), Future Group.

CADBURY

INTRODUCTIONCadbury is a leading global confectionary co. with a outstanding portfolio of chocolate,gum and candy brands.Cadbury selling their products in almost every country around the world.brands marketed in around 165 counties.$37 billion revenue.110,000 employees worldwide.

CADBURY INDIACadbury india a subsidiary of mondelez international.In india, cadbury began its operations in 1948 by importing chocolates.After 60 years of existence, it today has 6 company-owned manufacturing facilities at Thane ,Gwalior , Bangalore , Himachal Pradesh , Hydrabad and Pune.It enjoys a market share of 70% in chocolates category in india and the brand cadbury dairy milk(CDM) is considered as the gold standard for chocolates in india.

Cadbury india has 4 sales offices in New delhi, Mumbai, kolkota and Chennai with headquaters in Mumbai. It enjoys a value market share of 70% in the chocolate categories.Ananda kripalu , ceo of cadbury india.

BRANDSCadbury in india is operated in 5 categories:Chocolates,beverages,biscuits,candy & gums.

DIWALI FESTIVE SEASON

DIWALI FESTIVE SEASONCADBURY HAS TWO CLEAR CONSUMER GIFT SEGMENTS.Segment 1: Value for Money Seekers

Brand : Known & Acceptable. Brand/ProductCategory may not have strong gifting relevance.Size of Pack delivers Value.Budget generally observed < Rs 250

Segment 2: Imagery Seeks

Brand: Needs Gifting credibility with a strong call out premiumness Eg.DryFruits, Gourmet, Imported, Advertising, Packaging Type of Content/ Product Credentials delivers Value.Budget generally observed to be above Rs 250

2013 DIWALI PACKS DESIGNSRICH DRY FRUITS

TRAY PACK RS 250A concept pack, an item free in pack which suits the buyer.Configuration:Panned 150 gms +1 Tray (designed to serve dry fruits in it)

Gifting pack rs 750Trend: Increasing premiumization and status reflection.Configuration:

Fine Assorted 4 trays , 48 Pieces, 432 gms Attractive double decker tray pack in hard board and premium finish to justify premium.

GEMS 80 GMS Rs 50

CADBURY CELEBRATIONS 119 GMS RS 90

The Greeting Pack, MRP Rs.80 128g Contents 20 Rich Brownie clair + Myntra voucher worth Rs. 80.Inner surface of pack has space of writing personalized messageThe Tray Pack, MRP Rs.150 - 256g Contents 40u Rich Brownie clair + Myntra voucher worth Rs. 150 + gift wrapped delivery of order from Myntra to giftee.

CADBURY ECLAIRS

CADBURY CELEBRATIONS 176 GMS RS 150

(THE MOST SOLD IN JAMMU, according to the manager at jammu mr rishab jain.)

THE ONLINE DIWALI OFFER on eclairs.ADDITIONAL VALUE INSIDE THE PACK.CABURY WITH MYNTRA,which is the biggest online retailer in the country offered value to customers.About the offer:Every eclairs gift pack will contain a gift voucher worth the pack MRP inside it with details on how to use/redeem the offerThe giftee can redeem the offer by shopping online at Myntra.comThere is no limit on minimum amount of purchase

THE NEW LAUNCH GEMSNew gems packaging launched in the festive time in october.Cadbury also launched the new panda range in the diwali time.

THE 4 PS CADBURY

PRODUCTCADBURY world operates in a service industry and the products it delivers is exciting,memorable and a great day out.For the main cadbury business the main products are chocolates,candy,gums and drinking chocolates.

priceIn indis price matters the most,it has been the deciding factor many marketers fate in the market.Cadbury has very convinient prices for all its products.Cadbury world works with a number of third party promoters and businesses to offer a discount on the entry price.

PlaceCadbury produces chocolate for more than 200 countries so that they have a chance to enjoy it as well as make profit.Strong coverage and sales offices in almost all rural and urban areas.

PROMOTIONPromotion of cadbury world to target audiences is a vital part of the management function.Uses television, print media,posters.Brand ambassador amitabh bachan

DISTRIBUTIONCadbury is directly sold to retailer and wholesalers.Cadbury districution network encompasses 2100 distributors and 450,000 retailers.Consumer base of over 65 million.

Jammu distributon 29 A nanak nagar,jammu,j&k Manager- mr rishab jain.

JAMMU DISTRIBUTORAs said by jammu distributor points manager mr rishab jain:On this diwali, diwali 2013,In jammu there is 25 % increase in the sales of cadbury.3% to 4% discount given on diwali packs to retailers.There works around 15 people with cadbury in jammu, who all got some incentives this diwali festive season.

Profile Britannia Industries Limitedis an Indian food-products corporation based inKolkata.

The company was established in 1892, with an investment of Rs. 295.

Registered on March 21 1918.

Chairman of Britannia Industries is Mr. Nusli Wadia.

Managing Director of Britannia Industries Mrs. Vinita Bali.

68Britanniain May named Varun Berry(COO) as the head of the companys India business, which accounts for over 90% of its sales.

Vinita Bali, its Managing Director for over eight years, would look after the global business.

Products line

BiscuitsGood Day Cookies Tiger Glucose BiscuitsTiger Cookies KrunchMarie GoldBourbon Cream Biscuit (Cappuccino, The Original)Treat Jim JamTreat OrangeLittle HeartsPure magic

50-50 Biscuits50-50 Maska Chaska BiscuitsNice TimeMilk BikisNutri Choice Cookies Nutri Choice Hi Fibre DigestiveNutri Choice 5 GrainNutri Choice Classic LiteTime Pass

Cakes

Britannia Cakes - FruitBritannia Cakes - ChocoBritannia Cakes - Butter SpongeBritannia Cakes - OrangeBritannia Cakes - MilkBritannia Cakes - Pineapple

MARKET SEGMENTATIONAge Group : Different product for different age groups. eg Tiger and Treat for kids, little hearts for youth and Good day for elder ones.

Niche snacking segment : the company introduced small packs. It is priced between Rs 1 to Rs 5 range.

Occasions : Britannia's Subh Kaamnayein is for special occasions.

Britannia ShubhkamnayeBritannia Chocolate Delights Gift Pack

Britannia Chocolate Delights Gift Pack

Britannia Dryfruit Delights Gift Pack

Britannia Meetha Namkeen Delights

Britannia Gift Pack - Cake Delights

Britannia JammuPaul Packing Corporation and Global Corporation are distributors in Jammu.Distributors in Jammu has given an additional discount to various retailers between 1% to 3%. Sales during the festive season increased by 18%.

Britannia has lost some market share in Jammu and also at national level in the recent year to rivals Parle and Sunfeastmaker ITC Ltd. due to these main factors:

Bad distribution network.

Lack of innovation.

No value for money.

Lack of promotional activites .

SUNFEAST

In July 2003, ITC forayed into the Biscuits market with the Sunfeast range of Glucose, Marie and Cream Biscuits. Sunfeasts brand essence, "Spread the Smile" connotes happiness, contentment, satisfaction and pleasure.

The mascot Sunny reinforces the emotional aspects of the brand. In a span of 11 years Sunfeast has launched many new varieties and has its presence in almost all types of biscuit categories.

Products of Sunfeast Sunfeast Milky MagicSunfeast Marie LightSunfeast Golden BakerySunfeast Dark FantasySunfeast Dark Fantasy Choco FillsSunfeast GlucoseSunfeast Dream CreamSunfeast SnackySunfeast sweet 'n saltSunfeast NiceSunfeast Benne Vita Flaxseed BiscuitsSunfeast SpecialSunfeast PastaSunfeast Yippee!

In a unique marketing move, FMCG major ITC has launched a new range of Sunfeast Biscuits: Sunfeast Sachin's Fit Kit. The brand's uniqueness lies in the fact that first time in India a product is being co-created by the company and the brand ambassador. In a world cup Googly ,

Sunfeast Sachin's Fit Kit is the first Indian brand where the celebrity has been actively involved in the product development.Promotion: In August 2003, a month after its launch, the company undertook a major sampling exercise to promote the product. For two years then, the brand did all the usual rounds - riding behind buses, blocking television spots, corner space in newspapers P Pricing: The biscuits industry now has two clear models. Parle products plays the low price game at all varieties of biscuits from glucose to cream. Parle plays a high volume, low margin game. But Britannia and Sunfeast look at a two-pronged strategy. High margins in cream variants and volumes from the Marie and Glucose segments. For instance, cream biscuits from both Britannia and Sunfeast cost Rs 10 for 100 grams. Parle, however, only charges Rs 5 for its cream variants. Except for Hide & Seek, all of Parle's products lie in the price range between Rs 4 and Rs 6 for 100 gram packs. Biscuit consumer is willing to pay more only when he sees a clearly differentiated product. Hence companies have little choice in terms of pricing. No wonder all the Glucose and Marie variants straddle price points of Rs 4-6 (for 100 grams)DISTRIBUTOR ANGEL TRADERS :SANJAY NAGAR

Brand AmbassadorITC Limited - Foods Business has appointed Shah Rukh Khan as the brand ambassador for its flagship brand Sunfeast. The super-star will be endorsing the entire range of snacks under the umbrella brand Sunfeast.

Sunfeast sponsored the world 10k run held at Bangalore