Trade Marketing:
Chocolate and Confectionery purchase being impulse led, demands eye catching, on-the-cash-counter visibility in as many of these outlets as possible. In order to best meet their dealer's display and vending needs, they have invested in an array of inputs to the trade.
• The Sheet Metal Dispenser: This ubiquitous, purple salesperson for Cadbury is found in almost any shop stocking their chocolates.
While being on the cash counter, it's unique design offers visibility, ease of vending and protection from the elements. Available in various sizes, it can meet the needs of any outlet. This 'first' from Cadbury, has become so popular, today it is the standard dispenser design for all chocolate manufacturers.
• Visicoolers & Refrigerators:
o Come summer, visibility for chocolates drop as they disappear into the refrigerator. In high throughput outlets, the visicooler with a glass front not only maintains eye contact with the consumer, but offers perfect chocolates throughout summer as well.
o Amul in India has proved its presence by providing refrigerators to big dealers for storage of commodities like butter, milk, curd, chocolates, butter milk, etc. if you visit the store the refrigerators can be seen placed in the corner with logo and various advertising of Amul of the moppet girl.
Amul mopped girl has succeed in capturing the attention of the consumers and these consumers look out for the all-new ads on ever-different packs of Amul products and every other advertising place.
• Vending machines: First introduced in the country by Cadbury, these impressive coin operated machines can be seen dispensing chocolates in high traffic areas from the World Trade Centre at Mumbai to New Delhi railway station. Now a days vending machines of Amul and Nestle can also been seen everywhere in the market. Vending machines have formed a part of selling products saving on sales person and opening shops.
• Jars:
o Outlets like the neighbourhood Paan shop have just enough places for simple dispensers like jars. Attractive jars / merchandising units in such shops ensure places of pride for Cadbury.
o Nestle also provide free jars with many of their products which is easily available in any retail shop. By purchasing the product, getting the jar free; attracted a large number of customers. This offer has proved successful in India.
• Amusement Parks & Tourist places: Cadbury's presence in the premier amusement parks such as Esselworld and Appu Ghar adds to the magic of chocolates by 'coming alive' for the consumer. Even Amul can be seen in nearly all the places all over India. Amul milk and other products individual stalls can be seen out of many famous places that are normally visited by tourist like Taj Mahal, Hawa Mahal etc. Nestle also has received considerable place in parks like Fantasy-land, Suraj water park etc. in Mumbai.
• Awards:
o Cadbury is the first FMCG Company in India to have successfully implemented SAP R/3 as an Enterprise Resource Planning tool. SAP awarded Cadbury India the SAP Star Customer Award in 1998 for the successful implementation of SAP R/3 and for the invaluable support extended to SAP and the SAP user community. This is the 4th year of ERP since the financials went live with SAP, beginning 1996. In 1999 plans are on for the completion of the supply chain module within SAP R/3 by implementing production systems, thereby integrating major functions and gaining a quantum jump in efficiencies.
o For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever.
o Samalkha factory received the Haryana State Safety and Welfare Award from the Labour Department, Government of Haryana, an award intended to encourage industries to excel in safety and environmental efforts.
• Special strategies:
o Amul has set up small telephone booth at various places where they also provide their products for sale. Thus the customer coming to make a call gets attracted to the chocolates and is tempted to purchase it.
o Cadbury has come up with wrapper collection contest. The wrapper of any Cadbury product had a specific point based on the cost of the product. Consumer who submitted the wrapper within a specific period of the tome would get prices on the basis of points received by them for collecting the wrappers.
o Nestle has launched exciting and educational offering like Tarzan jigsaw puzzle and classic tale series with the packs of the chocolates for the children. They also give balls of cricket and lawn tennis with the family pack of the chocolate and this can be seen in Kit Kat at present.
• Festival packaging:
o Amul being an Indian company know the importance of festival in India and can foresee the profit in the festival that can be generated. They make festival packages for special festivals for customers to be gifted to beloved ones. They recently had introduced Utsav as a festival pack. They have also designed the family pack with Rajput and Maharajas.
o According to Cadbury, chocolate is also specially suited to Indian festivals. The year 2000 saw brother’s gift Bandhan packs to sisters on the day of Raksha Bandhan. It saw young suitors buy their loved ones boxes of heart shaped chocolate for Valentine’s Day. It saw families gift each other chocolates for diwali, a shift from the conventional ghee-laden mithai of yore.
o The gifting market for chocolates provides a great potential for growth. Nestle has played a key role in tapping this market through dominant presence in the diwali retail and the institutional gifting segment. Gifting initiatives were extended to other festivals and occasions like Raksha Bandhan and Valentine’s Day in an effort to get the chocolate category into the Indian consumers life space.
• New products:
o Cadburys has been continuously introducing new products in the market. As per the need the Cadbury Company has introduced various products. At present Cadbury is introducing temptation in the market.
o Nestles had also been working for new product since long time. For standing the competition nestle introduced nestle éclairs and recently introduced nestle munch and had introduced KitKat.
o Amul also is working for its products and is now introducing small packs of all the Amul chocolates. The pack is of 16 gms. and is also affordable by all.
Chocolate and Confectionery purchase being impulse led, demands eye catching, on-the-cash-counter visibility in as many of these outlets as possible. In order to best meet their dealer's display and vending needs, they have invested in an array of inputs to the trade.
• The Sheet Metal Dispenser: This ubiquitous, purple salesperson for Cadbury is found in almost any shop stocking their chocolates.
While being on the cash counter, it's unique design offers visibility, ease of vending and protection from the elements. Available in various sizes, it can meet the needs of any outlet. This 'first' from Cadbury, has become so popular, today it is the standard dispenser design for all chocolate manufacturers.
• Visicoolers & Refrigerators:
o Come summer, visibility for chocolates drop as they disappear into the refrigerator. In high throughput outlets, the visicooler with a glass front not only maintains eye contact with the consumer, but offers perfect chocolates throughout summer as well.
o Amul in India has proved its presence by providing refrigerators to big dealers for storage of commodities like butter, milk, curd, chocolates, butter milk, etc. if you visit the store the refrigerators can be seen placed in the corner with logo and various advertising of Amul of the moppet girl.
Amul mopped girl has succeed in capturing the attention of the consumers and these consumers look out for the all-new ads on ever-different packs of Amul products and every other advertising place.
• Vending machines: First introduced in the country by Cadbury, these impressive coin operated machines can be seen dispensing chocolates in high traffic areas from the World Trade Centre at Mumbai to New Delhi railway station. Now a days vending machines of Amul and Nestle can also been seen everywhere in the market. Vending machines have formed a part of selling products saving on sales person and opening shops.
• Jars:
o Outlets like the neighbourhood Paan shop have just enough places for simple dispensers like jars. Attractive jars / merchandising units in such shops ensure places of pride for Cadbury.
o Nestle also provide free jars with many of their products which is easily available in any retail shop. By purchasing the product, getting the jar free; attracted a large number of customers. This offer has proved successful in India.
• Amusement Parks & Tourist places: Cadbury's presence in the premier amusement parks such as Esselworld and Appu Ghar adds to the magic of chocolates by 'coming alive' for the consumer. Even Amul can be seen in nearly all the places all over India. Amul milk and other products individual stalls can be seen out of many famous places that are normally visited by tourist like Taj Mahal, Hawa Mahal etc. Nestle also has received considerable place in parks like Fantasy-land, Suraj water park etc. in Mumbai.
• Awards:
o Cadbury is the first FMCG Company in India to have successfully implemented SAP R/3 as an Enterprise Resource Planning tool. SAP awarded Cadbury India the SAP Star Customer Award in 1998 for the successful implementation of SAP R/3 and for the invaluable support extended to SAP and the SAP user community. This is the 4th year of ERP since the financials went live with SAP, beginning 1996. In 1999 plans are on for the completion of the supply chain module within SAP R/3 by implementing production systems, thereby integrating major functions and gaining a quantum jump in efficiencies.
o For 30 odd years the Utterly Butterly girl has managed to keep her fan following intact. So much so that the ads are now ready to enter the Guinness Book of World Records for being the longest running campaign ever.
o Samalkha factory received the Haryana State Safety and Welfare Award from the Labour Department, Government of Haryana, an award intended to encourage industries to excel in safety and environmental efforts.
• Special strategies:
o Amul has set up small telephone booth at various places where they also provide their products for sale. Thus the customer coming to make a call gets attracted to the chocolates and is tempted to purchase it.
o Cadbury has come up with wrapper collection contest. The wrapper of any Cadbury product had a specific point based on the cost of the product. Consumer who submitted the wrapper within a specific period of the tome would get prices on the basis of points received by them for collecting the wrappers.
o Nestle has launched exciting and educational offering like Tarzan jigsaw puzzle and classic tale series with the packs of the chocolates for the children. They also give balls of cricket and lawn tennis with the family pack of the chocolate and this can be seen in Kit Kat at present.
• Festival packaging:
o Amul being an Indian company know the importance of festival in India and can foresee the profit in the festival that can be generated. They make festival packages for special festivals for customers to be gifted to beloved ones. They recently had introduced Utsav as a festival pack. They have also designed the family pack with Rajput and Maharajas.
o According to Cadbury, chocolate is also specially suited to Indian festivals. The year 2000 saw brother’s gift Bandhan packs to sisters on the day of Raksha Bandhan. It saw young suitors buy their loved ones boxes of heart shaped chocolate for Valentine’s Day. It saw families gift each other chocolates for diwali, a shift from the conventional ghee-laden mithai of yore.
o The gifting market for chocolates provides a great potential for growth. Nestle has played a key role in tapping this market through dominant presence in the diwali retail and the institutional gifting segment. Gifting initiatives were extended to other festivals and occasions like Raksha Bandhan and Valentine’s Day in an effort to get the chocolate category into the Indian consumers life space.
• New products:
o Cadburys has been continuously introducing new products in the market. As per the need the Cadbury Company has introduced various products. At present Cadbury is introducing temptation in the market.
o Nestles had also been working for new product since long time. For standing the competition nestle introduced nestle éclairs and recently introduced nestle munch and had introduced KitKat.
o Amul also is working for its products and is now introducing small packs of all the Amul chocolates. The pack is of 16 gms. and is also affordable by all.