consumer behaviour cadbury and nike

Presented by:- Group 5

Nimisha Prasad (257)Bhawna Gaur (49)Poonam Yadav (29)Shivani Pandey (5)Mayank (39)Siddharth Kumar (18)

23-03-2015

&

Group no 5

Objectives

Understanding consumer behavior

Factors Influencing consumer behavior

Detailed study of buying behavior in case of:

1. Chocolates

2. Shoes

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Consumer Behavior

Consumer behavior is a branch which deals with the

various stages a consumer goes through before

purchasing products or services for his end use.

Consumers purchase products and services as and when

need rises.

Consumer behavior is integral to marketing as

marketing strategies are based on it.

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Importance of Consumer Behavior

Understanding the purchase behavior and preferences

of customers.

Successfully market to different market segments.

To improve the performance of the organization.

Provides valuable clues for marketers on new

technological fronts.

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Factors affecting consumer behavior

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Consumer buying behavior Cadbury

Cadbury India ltd.(Mondelez India Food ltd.)

Started in 1948

Part of the Mondelez International group

Ranked 3rd amongst India’s Most Admired

companies by Fortune India in 2013

Headquarter – Mumbai

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Cadbury’s market share

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Major players

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Market share of major players

67%

21%

6% 6%

Cadbury($3727 Bl) Nestle($1168Bl) Ferrero($334Bl) Others($334Bl)

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Marketing Mix of Cadbury

Product Cadbury has a power house lineup of products

Most prevalent types of choclates are

– Fruit & nut

– Caramel

– Roasted almond

Cadbury product can be divided into three parts:

– Core Product:-dairy milk ,5 star,perk

– The Augmented Product:-crackle,fruit & nut,nutties

– The Tertiary Product:-bournville,silk,turblone

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Price

Cadbury is priced in high as well as low variants.

Pricing is based on the type of customer.

Pricing is done in such a way so that it can bear the

brunt of changes.

Cadbury is used for gifting purpose hence sell’s

high volumes even at higher prices.

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Pricing Strategy

weight price

20 gm pack 10

50 gm pack 30

150 gm pack 90

350 gm tin 175

500 gm tin 350

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Place

Cadbury is present in more than 200 countries.

In India it is present strongly in all urban areas.

Easily available in A,B and C category towns.

Weak presence in rural market.

The distribution channel followed by Cadbury:

Company >> C&F agent >> Distributors >> Retailers

>> Consumers.

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Promotion

Tools of promotion

1 Electronic media2 Print media3 Visual display and Hoardings

Promotional Programs

1 Superior marketing

2 Free sampling

3 Advance communication

Cinema

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DO YOU REMEMBER?

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D0 YOU REMEMBER?

PAPPU PASS HO GAYA....23-03-2015 18Group no 5

DOYOU REMEBER?

MANN MEIN LADOO FOOTA...23-03-2015 19Group no 5

DO YOU REMEMBER?

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Buying behavior of Cadbury.Variety

• consumers are willing to choose from a wide range of variety available

Quality

• Parents are more concern with quality as children are major users

Demand

• Mainly demanded during festivals and occasions like birthday etc.

Price

• Any time when a user wants to enjoy it is available in affordable prices.

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Consumer behavior analysis

Sample size: 50

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10

25

10

5

Age wise breakup

5-15 15-25 25-35 35-45

Frequency of consumption

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9

1

5

10

64

2

3

3

2

1

2

2

0

2

4

6

8

10

12

14

16

18

7 days aweek

5 days aweek

3 days aweek

once a week

35-45

25-35

15-25

5-15

Chocolates over sweets on festivals

15

25

4 10

5

10

15

20

25

30

5-15 15-25 25-35 35-45

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Social groups affecting behavior

1510

25

0

5

10

15

20

25

30

reference groups family roles & statuses

Series 1

Series 1

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Brand affecting buying behavior

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45

30

15

10

preference (in %)

cadbury

nestle

amul

others

FACTS

Most affecting factors

• Taste• Price• Brand loyalty

Least affecting factors

• Social groups

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CONSUMER BUYING BEHAVIOUR

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OVERVIEW

Founders: Bill Bowerman, Philip Knight.

Year established: 1964 (as Blue Ribbon Sports).

Headquarter: Beaverton, Oregon, USA.

President/CEO: Mark Parker.

Slogan: Just Do It!

Nike decided to enter India in the mid 1990s.

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Footwear industry in India

• President/CEO

30%70%

Sales

Organised Unorganised

55%30%

15%

Percentage

Men Women Children23-03-2015 Group no 5 30

Nike Inc.

Growth rate of 19%

Market share of INR 340 Cr.

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MAJOR PLAYERS

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Market share of major players

6 11

21

46

16

Market share(in %)

Puma

Nike

Adidas

Reebok

Others

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Marketing mix of Nike

product

1. Extensive range of products

2. Various features, designs & attractive packaging

3. Provides customization of their products

4. Warranties and replacements of their products

5. Packaging with collaboration with other brands

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Marketing mix adopted by Nike

Price

1. Value based pricing

2. Segmented pricing

3. Price skimming technique

4. Higher pricing strategy

5. Discounts during festive seasons

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Marketing mix adopted by Nike

Place

1. Retail stores.

2. Factory outlets

3. Online shopping

4. Contract factories (18 in India, 600 overall)

5. Shared distribution channels

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Marketing mix adopted by Nike

Promotion

1. Endorses various celebrities

2. Endorses various teams

3. Places products in movies & shows

4. “just do it” campaign

5. Advertisement budget of approx. US $ 150 million

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Buying behaviour & decision making analysis

sample size : 75

5025

Gender wise breakup

Male Female

4515

15

Age wise breakup

15-25 25-35 35 and above

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Sample size breakup continued-

52

19

4

Occupation wise breakup

Student Working Retired

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Finding & analysis

Annual spending

3000

11500

6500

0 2000 4000 6000 8000 10000 12000 14000

Retired

Working

Student

Annual…

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Shopping season

618

42

90

5

10

15

20

25

30

35

40

45

Festivals Offers Anytime/need arises Depends on season

No

. of

pe

op

le

occasion

When do they buy?

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Preference while buying

Preference rank

Style

Brand name

Comfort

Price

Durability

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Social factors affecting buying

35

10

55

0

10

20

30

40

50

60

Reference groups Family Roles & stasuses

pe

op

le (

in %

)

Social factors

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Brands affecting buying behaviour

2420

10 10 11

0

5

10

15

20

25

30

Nike Reebok Adidas Puma Woodland

No

. of

pe

op

le

Brand name

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Facts

Most affecting factors

Price

Roles & statuses

Brand name

Least affecting factors

Style

Shopping season

Family influence

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