Present

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ChocopizzChocopizz

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ACKNOWLEDGEMENT

Our Project had been an excellent

experience. It gave us a practical view to

the Marketing plans and strategies and

the various fields under it. However; none

of this would have been possible without

the support of certain people.

Our heartiest thanks to Ms. Nidhi Gupta,

Lecturer Amity School of Business and

our Marketing Management subject

teacher. She had been our motivator

throughout the project and led us to a

direction for the successful completion of

the project.

Regards,

CONTENT

INDUSTRY ANALYSIS COMPANY SUMMARY PRODUCT SUMMARY MARKET ANALYSIS

oMarket SegmentationoTarget MarketoPositioningoMarket NeedsoTrends in Indian Market

MARKETING STRATEGIESoMarket PenetrationoMarketing Mix

COMPETITIONoMain National CompetitorsoMain Local Competitors

oCompetitive Edge KEYS TO SUCCESS

Although the restaurant industry is very

competitive, the lifestyle changes created by

modern living continue to fuel its steady

growth. More and more people have less time,

resources, and ability to cook for themselves.

The percentage share held by foodservice of

total consumer expenditure on food has

increased from a very low base to stand at

2.6% in 2001. Eating at home remains very

INDUSTRY ANALYSIS

much ingrained in Indian culture and changes

in eating habits are very slow moving with

barriers to eating out entrenched in certain

sectors of Indian society.. The growth in

nuclear families, particularly in urban India,

exposure to global media and Western cuisine

and an increasing number of women joining

the workforce have had an impact on eating

out trends.

Sara Foods Pvt Ltd is an Indian based

company. Its joint called chocolate fantasy is a

medium sized fast food corner with over a 300

COMPANY SUMMARY

outlets across the country offering a wide

array of food products with a unique blend of

chocolates and fresh fruits. Founded in 2003 it

has fast picked up with the youngsters and is

very popular amongst them.

Over the years chocolate fantasy has tried to

make food that has chocolate as its essential

ingredient and thus, is always a paradise for

chocolate lovers.

It rose to fame with the launch of its product

called choconuts in the year 2004 and now yet

again it plans to bombard the market with

another dynamic product called chocopizza.

PRODUCT SUMMARY

From the makers

of the famous

choconuts here

comes another

innovative

product called

chocopizza.

The chocopizza is

a product with a pizza base with hot chocolate

sauce as its layering on top with fresh

seasonal fruits as its toppings served with

crushed sugar as seasoning.

The idea is to tickle the taste buds of people

who have a sweet tooth.

Though our product is very sweet however, it

should not be completely taken as a sweet

dish. Since, the fruits would be seasonal; we

are trying to keep a balance in the nutrition

quotient of our product.

We do understand the importance of healthy

eating and belonging to the fast food industry

there is a general notion of it been unhealthy

as most fast food products are processed.

However, we are introducing a new way of

making a chocolate pizza.

Our pizza would be of a batter which has the

right nutritional ingredients like vitamin A and

vitamin B and has an adequate amount of

protein and besides chocolate ( which

according to many studies show is good for

health ) would have fresh seasonal fruits which

again is a way to inculcate a taste in the

youngsters for fruits.

The company wants to bring a change in the

mindset of the Indian consumers that pizza

can only be in the cheesy or spicy form.

Since pizzas are a craze amongst the

youngsters they wish to innovate around it and

cater to the constantly changing demands of

the youngsters.

Youngsters define the present youth’s energy

who are dynamic and would not settle for

anything but only the best and hence the

product has been made to cater to those very

individuals.

Our product is very different as it is a concept

which has been explored yet by any fast food

chain at the moment.

Since the product is using ingredients like

chocolate and seasonal fruits which on an

average should be consumed by every 7

people out of 10, hence the chances of it

becoming popular with the masses is very

high. Being the pioneers in working with

chocolate products we see our consumers

have an instant liking to it.

Also, the product has been designed in a way

that it suits the budget of the youngsters.

Easily affordable and good to taste is what our

consumers expect from us and its something

which is the company has been successful in

providing.

Keeping in mind that our competition offers

products with chocolate as well, however we

have an advantage of serving it in a completely

different form.

Ice-creams, cakes, pastries, doughnuts

everyone has however chocolate pizza is

something which only chocolate fantasy would

be serving thus adding to the product’s

uniqueness.

The increasing number of new/existing

establishments serving different kinds of fast

food products around India has shown a

significant growth in this sector. Food

spending is around 56% of total consumer

expenditures in India, and consumer spending

on leisure and recreation made up of 13% of

total consumer spending.

A much broader appeal exists for weekend

slots because those are the days when most of

our core target market enjoys the out going

activities.

Age - Youngsters, single, currently enrolled

in college and high school.

Family unit - We will also appeal to families

(young families) with children.

Gender - We will target both sexes, with a

slight skew for females due to their longing for

chocolates.

MARKET ANALYSIS

Income - We will appeal to the medium

income individuals.

MARKET SEGMENTATION

We are targeting young Indians as our primary

market segment.  Due to heavy extra-

curricular activities among India’s youth, it is

common for high school or college students to

have lunch at fast food corners, and not at

home. This also tends to conform to their

pocket money & limited budget.

Also being already established in the market

and having created awareness for ourselves,

chocopizza is something which will be an

instant success with this market.

Kids also constitute a part of the primary

market segment as they are usually keen for

any variety of sweets especially chocolates and

they would be willing to try any kind of food

product with a dash of chocolate sauces.

Our secondary market segment is the

"Working Indians." With so many shopping

malls in the vicinity, working groups usually

tend to flock around fast food joints for

refreshments between the office hours as they

have long working hours and cannot afford to

spend oodles of money for having food at

expensive restaurants everyday.

TARGET MARKET

Chocolate fantasy with its product chocopizza

intends to cater to the bulk of teenagers and

youngsters in India. We have chosen this

group for several important reasons. Our

target market from the early days has always

been young people as we always want to

infuse a spirit of freshness in the market like

the youngsters do to a generation. We believe

that the age group from 15 to 25 is the

primary age where brand building efforts

could take place. They are on limited or fixed

incomes and seek a value/price relationship

that will not stretch their budgets.

Our secondary target is between the ages of

25 and 37, which are a heavy

lounge/restaurant user group. They are more

flexible in budgets and seek more than a

value/price relationship

POSITIONING

Our main focus in marketing will be to

increase customer awareness in the

surrounding community. We want to position

the product as an interesting one with an

inevitable taste and easy to the pocket of the

consumer. Also, our product would be

extensively branded as mentioned above

through various media channels stressing on

the product being a never before tried

concept.

MARKET NEEDS:

A recent Consumer Trend and Analysis

identified the following needs among our

target markets. Our core group:

Wants variety and flavor in its food

Looks for speed of service

Wants an entertaining and fun experience

Insists upon a clean, friendly, and

attractive environment

Adopts a global lifestyle

Enjoys eating out

Has an active lifestyle

Comes from various ethnic background

TRENDS IN INDIAN MARKET

Marketing to children: fast food outlets in

India targets children as their major

customers. They introduce varieties of

things that will attract the children’s

attention and by targeting children’s they

automatically target their parents because

Children’s are always accompanied by their

parents.

Low level customer commitment:

Because of the large number of food retail

outlets and also because of the tendency of

customer to switch from one product to

other, this industry faces low level customer

commitment.

Value added technology services: There is

continuous improvement in the technology

as far as fast food market in India is

considered. The reason behind that is food is

a perishable item and in order to ensure that

it remain fresh for a longer period of time.

Attracting different segments of the

market: Fast food outlets are introducing

varieties of products in order to cater to the

demands of each and every segment of the

market for all age, sex, class, income group

etc.

Our strategy is based on serving our markets

well. We will first launch our product in the

market as a "market tester" that could become

a model of the expanding number of outlets in

the future. Concentration will be on

maintaining quality and establishing a strong

identity in the local market.

MARKETING STRATEGIES

Market Penetration

Being an established brand in the market and

known for quality food that we serve, it would

not be difficult for our new product to

penetrate the market.

All our outlets would be serving chocopizzas

and despite regional tastes and preferences

the product will integrate all local preferences

however while retaining its actual intended

taste.

MARKETING MIX

PRODUCT

Variety:

Our food products are an epitome of variety as

we offer something completely new to the

market with a wide array of choices to the

customers.

Chocopizza is an innovative product with a

unique blend of chocolate sauces and we let

the customers choose their own flavor of

chocolate sauce as well as fruit toppings.

Quality:

Our products conform to the highest-quality

standards. We take utmost care of sanitation.

The fruits we use are perfectly fresh and we

make sure those stale food items are

discarded off on a daily basis.

Design:

The design of our products is tailored to be

able to attract our target consumers such as

kids and teenagers who have a craving for

chocolates and also induce trial among

consumers who usually keep away from them.

Chocopizza is nothing less than a mouth-

watering treat for our customers with its

unique taste and attractive appearance almost

like in a chocolate heaven.

Features:

One of the most outstanding features of our

product is the special blend of chocolate in

every food product we offer. Everything that

goes into its making is freshly prepared as in

the case of chocopizza. Moreover the variety

of chocolate dips we offer is an absolutely out-

of the world experience for our customers.

PRICE:.

The product will be priced at Rs. 50 in the

market for all consumers and all states.

The per unit cost of the product will be Rs.12

with the help of mass production.

PROMOTION:

Sara Foods will be outsourcing the marketing

and promotional activities to P.R. Firm like

McCann Ericson.

Outsourced firm would be handling the

advertising of choco pizza on national basis

through television, radios, banners etc.

Internal Promotion would also be taking place

through the current outlets itself.

Advertising:We would use advertisement to develop

attitudes, create awareness, and transmit

information in order to gain a response from

the target market. The media vehicles we

would be using are radio, newspaper,

billboard, mobile and accounting for a small

portion would also be internet advertising.

Initially we will get the customers attuned

with our product and then we would

eventually introduce attractive discounts and

offers.

Sales promotion:

We would use extensive sales promotion for

the initial stage in order to induce trial and

attract more no. of consumers. We will be

distributing in-store discount coupons to our

visiting customers along with attractive

weekly offers. We would also be offering free

merchandise to our customer such as toys for

kids, etc

Sponsorship:

We would sponsor events such as cultural fest

in universities and schools, to get a little extra

coverage from the target audience.

PLACE:

We have our own 300 outlets across the

country through which we will be offering the

product. It’s not distributed through

distribution channels since it’s not a packed

food item but a fast food which is cooked at

the time of order.

COMPETITION

Competition for the fast food industry is

always very strong. For it doesn’t take too long

for someone else to copy your concept and

make it popular as well.

However, the secret to win the consumers and

establish as well retain yourselves in the

market is by constantly upgrading your

product but maintaining the price so that the

consumer doesn’t get a chance to find a flaw

in your product.

Being a fast food chain, we have to see that we

maintain the same quality and standard as

well as tastes of our products across all outlets

in the country.

For the new product –chocopizza we have to

see that the product is supplied as per demand

and the packaging and serving is attractive.

It is said in marketing, a product gets only one

first impression. Thus, we have designed the

packing, the look of the chocopizza in such a

way which would generate a curiosity in the

product.

Our main competitors would be all bakeries

and cafes serving items with chocolates.

For example bakeries and coffee shops in five

star restaurants have chefs constantly

innovating and hence they come up with very

unique different sweet dishes.

Also, pizza houses like dominoes and pizzahut

two mncs could pose a threat as they too deal

in the pizzas and have a huge market base and

loyalists.

MAIN NATONAL

COMPETITORS

Major players in fast food are:

MCDONALDS - McDonald's Corporation

is the world's largest chain of hamburger

fast food restaurants, serving nearly 47

million customers daily.

KFC - primarily sells chicken in form of

pieces, wraps, salads and sandwiches.

While its primary focus is fried chicken,

KFC also offers a line of roasted chicken

products, side dishes and desserts

PIZZA HUT

DOMINOS PIZZA - Domino's Pizza is one

of the biggest and fastest growing

international food joints. The very first

Domino's Pizza outlet in India opened in

Jan, 1996 at New Delhi. Today, Domino's

Pizza India has become a wide network of

Pizza delivery and food chain. There are

close to 220 outlets in 42 cities of India

and the brand is the top most among the

food delivery business.

COFFEE DAY - Café Coffee Day is a chain

of coffee shops in India having its

headquarters in Chikkamagaluru,

Karnataka, commonly known as Coffee

Day or CCD. The cafe chain has had much

success riding, and to some extent

creating, the cafe culture wave that swept

across metropolitan India following strong

economic growth resulting in an increase

in youth spending power.

BARISTA - Barista Coffee is a chain of

espresso bars in India. Headquartered in

Delhi, Barista currently has espresso bars

across India, Sri Lanka and the Middle

East.

The main reason behind the success of the

multinational chains is their expertise in

product development, sourcing practices,

quality standards, service levels and

standardized operating procedures in their

restaurants, a strength that they have

developed over years of experience around the

world. The home grown chains have in the

past few years of competition with the MNC’s,

learnt a few things but there is still a lot of

scope for improvement.

MAIN LOCAL COMPETITORS:

KHAN CHACHA – It started as a small eatery.

Today, Khan Chacha is quite famous for its

kebabs and rolls and is a hot

BIG CHILL – it is an Italian café located near

khan chacha and is one the city’s loved café. It

offers a wide variety of pizzas, pastas, cakes.

Etc and is a common destination for

youngsters.

COMPETITIVE EDGE

Our unique dipping sauces blend local

taste and international into one fusion

recipe

Enthusiastic and friendly staff

Supporting merchandise items that

support company's brand building.

Our products are 100% fresh.

Innovative presentation and food products

will position us at the same level with

foreign fast food franchises.

To succeed in this business we must:

Create a unique, innovative, entertaining

menu that will differentiate us from the

rest of the competition.

Control costs at all times, in all areas and

implement a conservative approach to

growth policy. Although, we provide more

than enough fund to open more than one

outlet, we want to be on the safe side of

the business.

Sell the products that are of the highest

quality, as well as keeping the customers

happy with all of our product categories

from food to store merchandising.

Provide 100% satisfaction to our

customers and maintaining the level of

excellent services among other

competitors.

KEYS TO SUCCESS