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