Post on 30-Oct-2014
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Chocoholics
-Nikita bhinde
Chocolate market in IndiaChocolate market is estimated to be around 1500 crores growing at 18-20% per annum
The per capita consumption of chocolate in India is 300 gram compared with 1.9 kilograms in developed markets
Over 70 per cent of the consumption takes place in the urban markets
Chocolate sales have risen by 15% in 2007 to reach 36000 tonnes according to one estimate.
Market research
Competitors
SurveyPrimary Research
- Questionnaire
Secondary Research- Internet- E-journals- Newspaper Articles
- Research ArticlesSAMPLING
• Sampling Unit : People who buy chocolates from retail outlets
• Sample Size
• MethodData
analysis• method
:30 Respondents (Age from 8 to 60 yrs): Questionnaire: graphical method: western Mumbai
Survey analysis
• 1. Do you gift MITHAI to your Friends & Relatives during festivals..?
• YES – 89%
• NO – 11%
2. Are you aware of the recent “MAWA ADULTERATION SCAM” in your Mithai..?
YES – 96%
NO – 4%
• 3. Do you Still Consider it SAFE to gift MITHAI to your near & dear ones..?
• YES – 12%
• NO – 88%
4. Would you prefer to gift them chocolates otherwise..?
YES – 94%
NO – 6%
5. What Kind of chocolates would you like to gift..?
• Celebrations – 23%
Designer Chocolates – 77%
6. Do you know any Specialized Designer Chocolate Shop..?
YES – 36% (Fantasie, Choco-House, Chocolatiers)
NO – 64%
7. If Yes, Is it easily accessible from your place..?
• YES – 63%
• NO – 27%
8. Is it cheap enough to gift those Designer Chocolates to all your relatives and Friends..?
YES – 13%
NO – 87%
I being the marketing manager my aim is
to :Capture the marketof
designer chocolates in India and expand worldwide by 2020
Target consumers
EveryoneKidsTeenagersYouthOld
Marketing mixProduct
Introduction of New Range of Designer Chocolates to suit different target
segments
U.S.P.Customized Designs & Tastes
Product offerings• Design:
......& many more!!!
• Ingredients :
Natural flavours
Dry fruits
Price Sugared (50/-) Sugar free (75/-)
Flavoured dry fruit flavoured dry fruit(60/-) (75/-) (90/-) (100/-)
KINDLY ADD Rs. 5 per 100gm forDark Chocolate
* Prices are per 100 gm each** Conditions Apply
Price quality strategies
high medium low
high premium High value Super value
medium overcharging Medium value
Good value
low Rip off False economy
economy
PRICE
QUALITY
Place
Inorbit Mall - MaladMumbai Airports
Andheri Lokhandwala Market
PrabhadeviNr. Siddhivinayak Temple
Near Metro Cinema Marine Lines
Promotion Pamphlets in Newspapers
Outdoor Media (Billboards, VM, Neon Signboards)
Local Cable TV Advertisement, TATA SKY, Dish TV, Airtel TV, Sun Direct TV
Direct School Programs
Support College Festivals ( MET utsav ,Rhythm, Techithon, Umang, Malhar, etc…)
Sponsoring Advertising Boards during Navratri Festival & Ganesh Pandals
BEST Bus Advertising and advertising on BEST TV
Railway Stations & Interiors of Rail Coaches
Freebies on various websites
ChocoholicsThe Healthy Addiction
ChocoholicsThe Healthy Addiction
Malad Lokhandwala Airport Prabhadevi Marine Lines
Do you need more reasons to eat chocolates..??
Chocoholics
The Healthy Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocoholics
The Healthy Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocoholics The Healthy Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
www
.
com
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocoholics
The Healthy Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocoholics
The Healthy Addiction…
P R E S E N T S
MET utsav
CHOCOHOLICSThe Healthy Addiction
CHOCOHOThe Hea
CHOCOHOLICS
Chocoholics
The Healthy Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocoholics
The Healthy Addiction…
2013
SWOT analysisStrengths:• Designer
Chocolates• Variety in
Packaging• Longer Shelf
Life• Easy Access to
Local Masses• Affordability
Weakness:• Raw Material
Supply – Volatile Prices
• Small Business Unit
Opportunities:• Low
Penetration Consumption
• Scope of Launching New Variants
• Scope of Successful Launch in other cities in India as well
Threats:• Foreign
Multinationals• Competitors
Consumer behaviour
• Object of purchase: (what)Chocolate cravingDessertTickle the taste buds• Objective of purchase: (why)MITHAI getting substituted by chocolatesDesigner Chocolates have become a STATUS SYMBOLChoice from a wide range of ChocolatesChange in Indian Palate – Inclination for Dark Chocolates
• Organization of purchase : (who)Any individual wanting to have chocolate or for
the purpose of gifting• Operation of purchase : (how)Different packages of different quantities from
the parlour or can get it personalised• Occasion of purchase : (when )For gifting on different occasions and for
pampering yourself• Outlet of purchase: (where)Chocoholics outlets at malls and airports
GE model
Ansoffs matrix
Product life cyclechocoholics
OPEN QUESTIONS