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Industry Overview Company Overview Competitor Analysis SWOT Analysis Segmentation, Targeting and Positioning Porters 5 Forces Analysis Product Level Marketing Mix (4Ps) Advertising Strategy Bibliography

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India 2nd largest food producer

5th largest industry in terms of production,consumption, export & expected growth

Processed Food 2% of Food Consumption

Prevention of Food Adulteration Act

Food & Safety Standards Act

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Global Chocolate Market - $85 billion Indian Chocolate Market - INR 3200 crore

CAGR 18% to 20%

Per capita consumption - 120g Over 70% consumption takes place in urban

market

Priority Market Upper Middle & Upper Class

Premium Chocolate 10% (CAGR 30% to 40%)

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47%

41%

12%

Children

Young Adults

Adults

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70%

20%

10%

Cadbury

Nestle

Other

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Luxury Swiss Chocolates manufacturers. Mission - To take a leading position in the

quality chocolate segment across all markets.

Distribution and Sales Network on 4continents.

Has been in existence for more than 160years in the market.

Imported in India by Narang Group.

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Six production sites in Europe and Two inUSA.

18 wholly owned subsidiary companies andmany independent distribution partners.

Main markets are Germany, Italy, Switzerland,France, North America.

Has the ace tennis player Roger Federer as

its brand ambassador.

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Brand Name

Quality

Innovative

Wide product range

Increasing Purchasing Power of consumer

Strengths

High production cost

Distribution system to be expanded

Cross culture differencesWeaknesses

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New Target market

Few players

Online retailing

Licensing and partnerships

Growth in the premium chocolate segment

Occasions and festivals

Opportunities

Intense competition

Govt. policies and regulations for foreign

organizations

Inflation and rising raw material cost

Fluctuating consumer preferences

Threats

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Geographic (Tier I and Tier II cities)

Age

Income

Behavioral-Daily Use, Special Occasions

Segmentation

Age group 15-40 years

Middle and Upper class with sizeabledisposable income.

Working professionals and businessmen.

Targeting

Premium chocolate at an affordable price

Superior quality creamy , soft and silky

Suitable for every occasion such as

festivals, gifting as well as daily use

Positioning

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Bargaining power ofSupplier

LOW

Bargaining power ofBuyers

LOW

Threat from

Substitutes

HIGH

Threat from new

entrants

MODERATE

Intensity of Rivalry

HIGH

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Brand Name

Quality

Packaging

Feedback from

customers

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Product Price

Place

Promotion

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Milk based choco-

late with high

grade honey

added to give it

silky texture and

natural sweet taste

Comes in dark,

milk,dark solid,

caramel and,

peppermint

flavors.

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Bittersweet cocoa,

liquor, sugar, cocoabutter and butter oil

Miniature

marshmallows,dried

milk,cocoa, whippedcream, candy canes

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Price (50gms)

70 60 75 90

Price (200gms)

260 220 280 340

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Along with these we will provide two assortedpacks

Consists of one piece of everyflavor priced at 300

: Which is priced at 600

and consists of eight assorted pieces offlavors.

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Distribution of product is selective Exclusive retail outlets

Distribution through Hypermarkets

Online retail through company website Tie up with Hotels, airlines and outlets like

Caf coffee Day, Barista etc.

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Tie up with major E-Commerce sites.

Pick your own flavor outlets in shopping malls.

Providing free delivery with personal messages on

special occasions through Lindt website. Serving our product as a welcome gesture in five star

hotels as well as on Airlines.

Advertisement at the time of special occasions i.e

Friendship day, Diwali, Valentines day, Christmas,

Rakshabandhan etc.

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USP : Free home delivery for any order of300 and above. Advertising budget:

1. Shooting of Commercial- Around 3 crores

2. Telecast at prime time - 2.5 Crores for 30 seconds

Duration: The first Advertising campaign will run for six months

Tagline: Log Khaas, Mauka Khaas to unka Meetha Khaas!!!!!!!

Regular Advertisement at the time of festive seasons.

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