MKT600 Marketing Plan: Launching Dairy Milk Crispell in Australia

This report provides a comprehensive marketing plan for launching Cadbury's Dairy Milk Crispell Chocolate bar in the Australian market. It begins with an introduction to the global chocolate market and Cadbury's position within it, highlighting the challenges and opportunities in emerging markets like Australia. The report details the product, Dairy Milk Crispell, including its composition and features. A key focus is on market segmentation, analyzing geographic, behavioral, psychographic, and demographic factors to identify target consumer groups. The marketing mix variables (product, distribution, pricing, promotion, people, and partners) are thoroughly discussed, followed by an analysis of Porter's Five Forces to assess the competitive landscape. The plan aims to guide Cadbury in successfully introducing and sustaining the Dairy Milk Crispell Chocolate bar in the Australian market by adapting to local consumer preferences and market dynamics.

Running Head :Marketing plan: Dairy Milk Crispell Chocolate bar
MARKETING PLAN: DAIRY MILK CRISPELL CHOCOLATE BAR
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Contents
Marketing plan: Dairy Milk Crispell Chocolate bar....................................................................................4
1.0 Introduction...........................................................................................................................................4
2.0 The product: Dairy Milk Crispell Chocolate bar....................................................................................5
3.0 Market segmentation.............................................................................................................................6
3.1 Geographic........................................................................................................................................6
3.2 Behavioral segmentation....................................................................................................................8
3.3 psychographic segmentation............................................................................................................10
3.4 demographic segmentation..............................................................................................................11
4.0 Marketing mix variables......................................................................................................................13
4.1 Products and services.......................................................................................................................13
4.2 Distribution......................................................................................................................................13
4.3 Pricing.............................................................................................................................................14
4.4 Promotion........................................................................................................................................14
4.5 people..............................................................................................................................................14
4.6 partners............................................................................................................................................15
5.0 Porter five forces.................................................................................................................................15
5.1 Competitive rivalry..........................................................................................................................16
5.2 Threat of new entrants.....................................................................................................................16
5.3 Threat of substitutes.........................................................................................................................16

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5.4 Bargaining power of buyers.............................................................................................................16
5.5 Bargaining power of suppliers.........................................................................................................17
6.0 Conclusion...........................................................................................................................................17
7.0 References...........................................................................................................................................18
8.0 Appendices..........................................................................................................................................20

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Word count 3306 (3000 +/- 10%)
Marketing plan: Dairy Milk Crispell Chocolate bar
1.0 Introduction
The global market for chocolate has grown tremendously over the last couple of decades
which has led to the emergence of many firms that want to tap into the huge market. However,
among the major beneficiaries and the main market dominants in the market is Cadbury, a leader
in the global confectionery market. It is no secret that when the word chocolate comes to mind
the world Cadbury will definitely pop up as it’s a household name. Despite the popularity and
success, the firm has had in the launching of its several products all over the world, it still faces
the volatility of the business environment. The business environments and markets today are
more complex and filled with consequences for firms that do not play their cards right
(Armstrong, Adam, Denize and Kotler, 2014).
Cadbury has experienced success in Australia which among the developing and growing
emerging markets today. Emerging markets have economies where regulations and conditions
must be stable for the operations of capital and market will differ from familiar conditions of the
developed countries. Emerging countries like Australia will be offering a plethora of
opportunities. These markets will characterize the opportunities and risks and sound analysis will
be indispensable providing the frontier where scholars can add value. However, Cadbury has still
managed to be the largest dominating firms enjoying the lions share, however, there are always
roadblocks ahead when it comes to introducing a new product and ensuring that it achieves much
success as its predecessors.

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Dairy Milk Crispell Chocolate bar is a new product that Cadbury wants to introduce to
the Australian market. However, the firm is skeptical despite the product good performance in
the Indian market. Australia has a very large and growing market that is health conscious which
lead to the success of the Cadbury dark milk chocolate bar which has less sugar than the Dairy
Milk Crispell Chocolate bar which is sweet which could be unhealthy if consumers in large
quantities. However, there is always a market for every product, therefore this paper will create a
marketing plan for the core purpose of the Cadbury’s Dairy Milk Crispell Chocolate bar entry
and success in the Australian market.
2.0 The product: Dairy Milk Crispell Chocolate bar
The Dairy Milk Crispell is a crispy center and finger format chocolate bar covered with a
thin layer of delicious Cadbury Dairy Milk. Moreover, the chocolate bar is covered in a Cadbury
Dairy Milk Chocolate smooth layer characterized by a crunchy and light crispy ball. One single
unit or piece (100gm) of the Dairy Milk Crispell Chocolate bar comes in four fingers. The
products contain a sugar content of 48.9 gm per serving size of 100 gm, 9.5 calories, vegetable
fat and a low cocoa content that gives the unique Cadbury feature of ‘sweet melting in your
mouth’ this experience that Cadbury offers makes its chocolate products among the most the
favorite brands in Australia

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Figure 1: Dairy Milk Crispell Chocolate bar source Cadbury India(2018)
3.0 Market segmentation
In today’s volatile and complex business environment, market segmentation is a common
approach to modern marketing. It allows firms to maximize the use of scarce resources to
dominate and understand the market and adapt to the potential barriers effectively (Bowen, and
Sleuwaegen, 2017). This is achieved by dividing the target market into approachable groups or
subsets that will achieve better manage and control over the market in the long run. therefore,
this will be illustrated in the paper through the Australian market perspective by analyzing the
approachable groups below.
3.1 Geographic
In geographic segmentations it all comes under urban vs rural, in most cases, these tow
subsets of the segmentations have different views concerning a product, or in simpler terms, their
taste and preferences are preferably different or slightly close. However, Australia is among the
countries known to have the highest percentage of urbanizations close to a 90-percentage
coverage.

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Figure 2: Australia Urbanization from 2007 – 2017 (Roy,2017)
Moreover, around 70 % of the population that resides in the rural Areas is believed to be
a health-conscious consumer market, they prefer organic products and are less prone to the most
common health-related diseases such as diabetes and cancer. Therefore, there’s a 50% chance
that that many would consume the Dairy Milk Crispell Chocolate bar due to its high sugar
content, however, the urban areas have a large market that the product can perform well. The
significant popularity of the brand would assist the Dairy Milk Crispell Chocolate bar to
penetrate the new market with ease. Therefore, it will be essential for Cadbury to focus on the
urban market since it large and the development the infrastructure complements the distribution
channel that will be used in ensuring consumers get access to the Dairy Milk Crispell Chocolate
bar regardless of their location in the urban centers.

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3.2 Behavioral segmentation
The behavioral market segmentation is a marketing strategy focused on the buying
behavior of consumers in a particular market. The consumers are divided into their actual buying
patterns which are then studied and analyzed for a better understanding which will be essential in
predicting their response to the introduction of a new product (Oliver,2014). Australian chocolate
consumption is higher at a 64 % rate where most are based in the urban areas. According to
research done by Roy Morgan’s data reveals that an average of 68.4% of the Australian
population who are aged 14 years and above. contributing to the high consumption of chocolate
is the growing trend of gifting friends and families with chocolate boxes. However, Australians
going to gifts shops to buy chocolate ate chocolate or bought a unit of chocolate boxes for
themselves (Thaichon, et al 2018). Therefore, the first sub-segment in behavioral segmentation is
the usage rate.
The usage rate of chocolate has increased in the country increasing the demand in the
market. Consumers are buying chocolate are retail prices for home-based consumptions or mere
chocolate experience which is considered to be a fast-moving market pattern. Cadbury can tap
into this fast-moving market by introducing the new product to such consumers who would enjoy
buying several unit prices packed in four finger bars or boxes for later consumptions. The next
behavior pattern that Cadbury can focus on is occasions and festive seasons. According to Roy
Morgan (2017), the gesture of gifting is dominant during occasions or the festive seasons.
Gifting chocolate as a gift is not only effective but illustrates the symbolic passion and love one
has to another individual.

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Although boxed chocolates are for the most part advertised as a gift to somebody would
purchase for another person, almost 75% (73.4%) of Australians who get them in a normal a
month eat them as well. This recommends giving boxed chocolates is simply part of the
condition, with the ensuing demonstration of sharing them nearly as critical, a scrumptious case
of the more extensive retail pattern of 'encounters over things’ The goal of this market segment is
to distinguish explicit segments niches and address needs or wants that are accepted to be normal
(Haskelberg, et a,l 2016). This empowers Cadbury advertisers to target explicit gatherings by
creating publicizing programs for the new product Although the in the Indian market the firm did
not target this market segment of the consumer pattern, it different in Australia and the firm has
no choice but to adapt to the business market environment. Therefore, Cadbury has to adapt and
tailor its Dairy Milk Crispell Chocolate
bar to the needs and preferences of this market segment by designing boxes that would penetrate
this market with ease (Hariharan, Talukdar and Kwon, 2015).
Consumers can also be grouped by their loyalty to the Cadbury brand since consumers
are usually faithful to particular brands in different dimensions especially now that there are
several firms that have emerged to tap into the growing Australian demand in chocolate
products. A few people will dependably purchase a specific brand, others will purchase this
mark periodically and 'switchers' will switch between brands. Cadbury will have to endeavor to
segment its business sectors into those, where faithful clients can be found and retained as it is
also significantly more important than obtaining new consumers in the long run and increase the
market share The best case of social division by dependability can be found in the chocolate
market industry where from firms try to compete to retain and acquire new consumers. However,

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Cadbury has an added advantage as it has dominated the global industry with its confectionary
products
3.3 psychographic segmentation
Psychographic segmentation is a crucial approach in the modern market where the
business environment revolves around the consumer's change in taste and preferences, therefore,
consumer markets can be psychographic in nature as different consumers vary in perception
towards a product. They are divided into sub-groups that differentiate their attitude, character,
motivation, and priorities which influence their consumer behavior in the long run. It has actually
proven to be more reliable than demographics segmentation in predicting the consumer patterns
many Australians perceive a chocolate bar it more just an edible it's among the simplest yet
effective symbolism of life and passion one can show to friends and a family (Andrews, and
Shimp, 2017).
This contributes to the change in consumer attitude toward firms that provide quality
products such as Cadbury declining the market for low-grade mass production chocolate brands.
Therefore, the quality in the mixture and richness in the Dairy Milk Crispell Chocolate bar will
be received well in the market. Additionally, most Austrians prefer purchasing their products in
supermarkets and grocery stores, the firm can select suitable and popular supermarkets and
grocery stores in the country to shelf the Dairy Milk Crispell Chocolate bar so that consumers
can purchase the product while in the supermarket. This will be essential in successful
penetration and sustainability in the market. branding and adverts of products and services are
known to have a huge impact on consumer patterns and behaviors. Cadbury has been in the
country for a while and it has managed to be among the favorite chocolate brand. quality and

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informed branding and adverts of the Dairy Milk Crispell Chocolate bar through the use of
conventional methods such as TVs, radios and Billboards as well as the use of social media, will
lead to loyal consumers to the product and acquiring new consumers in the process playing a role
in the growth and development of the brand in the market (Weinstein and Cahill, 2014).
3.4 demographic segmentation
This type of segmentation is focused on consumer groups based on their age, gender and
income. The segmentation is mostly used in developing and implementing marketing strategies
focused on the population in a specific market by pairing their products with the suitable target
audience (Venter, Wright & Dibb,2015). Cadbury has different products that focus and cover the
different age subset of the demographic segmentation. The Dairy Milk Crispell Chocolate bar
product will focus on an age bracket between 14-50 years old. Unlike other chocolate bar
products. the Dairy Milk Crispell Chocolate bar has a higher sugar content and may not be
suitable for children if they consume many bars however under a parent supervision is okay
(Boelsen-Robinson, Backholer, and Peeters, 2015).
This is to prevent any cases from arising that a minor has medical emergencies due to
consuming the Cadbury chocolate bar that would affect the growth and sustainability of the
products damaging the whole brand in the process. However, Australia of the ages 14 and above
are increasing the chocolate consumption, in 2013 and average of 40% which translates to about
7.7 million people consume chocolate on average of a single block in every four weeks. This
increased to 8 million in 2010 and in 2017 to 11.3 million. Therefore, the age subset of 14 years
and above present a promising opportunity of the Dairy Milk Crispell Chocolate bar to prosper.

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Gender is another crucial subset under the demographic segmentation, according to Roy
(2017) it was found out that more women tend to buy more chocolate than men, moreover more
women as the research illustrates, buy the chocolate products for their families to consume at
home, as they often go to the supermarket and grocery store to buy food products. Therefore, it is
essential for the product to appeal the female gender especially in it packaging which should be
conspicuous and appealing to the eye in order to be spotted easily in the grocery and
supermarkets, unlike India where they are mainly bought in Cadbury convenient stores.
Figure 3: where most Australian buy their chocolate products