I will be launching a Healthy chocolate bar called Dynamo. The chocolate bar will be produced in Ghana where cocoa is originally from. The bar will be made of 100% pure premium Ghanaian cocoa. I have chosen Ghanaian cocoa because Ghana has been producing it since the mid 19th century.
The bar will be a product of Cadbury’s Schweppes because Cadbury Schweppes has the biggest market share in the chocolate market. In 2005 and 2004, Cadbury’s had the number one share of the global confectionery market and extended their share lead. Cadbury’s have the largest share of the global confectionery market at 9.9%.
My competitors will be Mars, Nestle and Suchard. These other companies are also very successful and also have well known chocolate bars out on the market. there is not a large gap in the market between Cadbury’s, Mars and Nestle .
Below is a table which shows the market share in the global confectionary market.
Global Confectionery Market Chocolate Gum Candy
Cadbury Schweppes 9.9% 7.5% 25.7% 7.2%
Mars 9.0% 14.8% - 3.0%
Nestlé 7.8% 12.6% 0.1% 3.2%
Wrigley 5.8% - 35.9% 2.7%
Hershey 5.5% 8.2% 1.1% 2.7%
Ferrero 4.4% 7.3% - 1.5%
Kraft 4.3% 7.7% 0.1% 0.4%
Cadbury’s confectionery strategy is to be the biggest and best global confectionery company by significantly growing their market share through organic growth and acquisition, in their three categories of chocolate, gum and candy. They believe that their strong positions in confectionery markets, by geography and by category, provide them with a robust platform for future growth.
The name Dynamo was chosen because it is distinctive, short, crisp and memorable this is what makes an effective brand name. Dynamo is also quite a youthful name.
The market segment that Dynamo will be targeting will be Teenagers both male and female. The bar will make teenagers aware of fair trade in the world and also have a fun vibe. The personality of the bar will be fun,...