Strategic Alliance The prime benefit behind such an approach is that strategic orientation is never isolated from any aspect of the organisation.
The chocolate market in India is dominated by two multinational companies — Cadbury and Nestle. The national companies — Amul and Campco are other candidates in this race. All these are leading national players. The multinational companies like the Cadbury, Nestle and Perfetti are the new entrants in the sugar confectionery market.
Management paradise There are several others which have a minor share in these two segments. According to statistics, the chocolate consumption in India is extremely low. If per capita consumption is considered, it comes to only gms in the urban areas. This amount is very low compared to the developed countries where the per capita consumption is more than kg.
Observing this fact it would not be appropriate to consider the rural areas of India as it will be extremely low.
This low consumption is owing to the notion behind consuming chocolates. Indians eat chocolates as indulgence and not as snack food. The major target population is the children.
But as the century advanced the market stagnated. This was the time when Cadbury launched its product- Dairy Milk as an anytime product rather than an occasional luxury. All the advertisements of Dairy Milk paid a full attention to adults and not children.
And this proved to be the major breakthrough for Cadbury as it tried to break the conventional ideas of the Indians about chocolate. He ordered an enquiry and went directly to the media with a statement. Over the following 3-week period, resultant adverse media coverage touched close to clips in print and on TV news channels.
Sales volumes came down drastically in the first 10 weeks, which was the festival season; retailer stocking and display dropped, employee morale — especially that of the sales team — was shaken. The challenge was to restore confidence in the key stakeholders consumers, trade and employees, particularly the sales team and build back credibility for the corporate brand through the same channels the media that had questioned it.
In defense, Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at the retailers was the most likely cause of the reported case of worms. Consumers seemed to ignore their chocolate cravings.
Remedy for the Worm Controversy A focused and intense communications program was implemented over the next six months to rebuild credibility and restore confidence among the key stakeholders.
In media, the key message that infestation was a storage-linked problem, not manufacturing related, found widespread acceptance. Sales volumes climbed back to almost to pre-crisis levels eight weeks after the launch of new packaging — a concrete step taken by the company to minimize the incidence of infestation.
This reflected consumer confidence in the brand and the company. The last two helped to restore faith in the corporate brand among the trade and employees. Marketing Challenges and Objectives The incident came close on the heels of a cola controversy where a scientific laboratory declared colas unsafe due to high levels of pesticide.21 Customer Acquisition Strategies to Win New Customers.
Figuring out how to acquire new customers is difficult. I've spend the past few years working with all kinds of different businesses across a range of industries to help them figure this out. Amul in general uses mass marketing and therefore it targets these 2 classes majorly.
The high end customers are more likely to prefer a Naturals, a Baskin robbins, or any other such brand which meets their taste and status. This completes the analysis of the marketing strategy of Amul. Social Media Strategy Review: Amul.
Strategy Reviews; Dec 3, Twitter. Facebook. Google + Linkedin. This review is a part of our ‘Social Media Strategy Review’ series where we do a degree analysis of a brand’s entire social media activity.
How OnePlus’ marketing strategy helped the brand enter the Premium category? Aug 6, Marketing strategy of Amul covers various aspects of the business right from segmentation and targeting to the overall mission and vision of the company and the various parameters which the company executes to become the top brand that it has in the market.
Marketing Mix of Amul analyses the brand/company which covers 4Ps (Product, Price, Place, Promotion) and explains the Amul marketing strategy. The article elaborates the pricing, advertising & distribution strategies used by the company.
Let us start the Amul Marketing Mix: Product: Amul is one of the leading brands in milk products in India. In defense, Cadbury issued a statement that the infestation was not possible at the manufacturing stage and poor storage at the retailers was the most likely cause of the reported case of worms.