Business Environment Analysis

Business Environment AnalysisPromotion Channels AnalysisSingapore in Figures- 2015 by Department of Statistics Singapore (Site Link)Television continues to be the main promotion channel for the majority of the population.

Internet usage is also quite high. With its high internet penetration rate and high mobile subscriptions, a strong internet presence will be useful

Source: NielsenWord of mouth remains the most effective way to promote a productNeed to cater to needs of the majority of the consumersCompetitors Analysis

On an average, Schokolade has best performance in terms of Value sales. Schokolade, however, is seen to be lacking in the peak seasons where Rotterdam dominates the market. Schokolade has the highest brand awareness in the market.However, if we look closely, we notice that the increase in brand awareness is very low in comparison to its competitorsNeed to work on advertising and PR

Unit Cost vs Brand (for different types)CONSUMER ANALYSISWe notice that sale of different type of chocolates is constant throughout the year, however, Gift category increasesto more than double the value during peak seasons.Consumers prefer Gift chocolates in Peak seasons

Consumer ProfileMajority of the chocolate consumers are womenMajority of the consumers in SG are of Chinese ethnicity Low income groups consume most from Kandie (mainly Countline)Middle income groups consume most from Schnitz (mainly Countline)High income groups consume most from Rotterdam (mainly Gift)Schokolade has a fair share of the countline market itself, but falls behind severely in the gift domain. Median Resident Household Income is $8292 (Site Link)Need to concentrate on Gift market.

Mainly bite-sizeQuite elastic to price change

Looking for more than a productTrend is fueling demandLindt boosting production by 10%Dernard is growing at 20%Premium chocolates at affordable pricesWilling to trade up in exchange for better quality/experienceIncreasingly influential drivers of market

Source: KPMG

Seasonal Variations

Flavours of the Moment

Innovation

E-Commerce

Source: Site Link DISTRIBUTION CHANNELS ANALYSIS