Awesome Chocolates

8/6/2019 Awesome Chocolates

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A w e s o m e n e s s i n e v e r y b i t e A w e s o m e n e s s i n e v e r y b i t e


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Recipe By:Recipe By:

PoojaPooja BedmuthaBedmutha

AnjaliAnjali MoolrajaniMoolrajani

JeetuJeetu GambaniGambaniAkhilAkhil AnilkumarAnilkumar

UjwalUjwal PoojaryPoojary

ShobhitShobhit BhargavaBhargava

BhushanBhushan KadamKadam


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Chocolates:

Chocolates becoming the integrated part of Indian consumer.

Every celebration incorporates sweets.

Replacing traditional mithais by chocolate.

Special occasion, every occasion or no occasion.

U dont need a reason to eat chocolates

Chemically speaking, chocolate really is the world's perfect foodChemically speaking, chocolate really is the world's perfect food..


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Major Players:

I could give up chocolate but I'm not a quitter.I could give up chocolate but I'm not a quitter.


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Current Market:

Indian chocolate market valued at 1500 crores

Cadbury 70% nestle 24% amul 3% market share respectively.

Most of the sales come from urban areas.

Scope to capture huge untapped market.

Exercise is a dirty word... Every time I hear it, I wash my mouth out withExercise is a dirty word... Every time I hear it, I wash my mouth out with

chocolate.chocolate.


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Market Gap:

Most of the chocolates are either with wafers inside or caramel based.

Gap to segment chocolate filled with cream inside of different flavours.

Nine out of ten people like chocolate. The tenth person always lies.Nine out of ten people like chocolate. The tenth person always lies.----

John Q. TulliusJohn Q. Tullius


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3Cs of Product Launch:

Canvassing

Conditioning Closing andCashing-in


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Product Pr i c ing :

Cadbury has total sales of 514 crores 30% comes from dairy milk therefore 30% of 514 = 155 cr sales, 60 %

of which comes from 5 rupees chocolate i.e approx 100 crs.

IfCadbury has 70% market share then rest have 30% therefore total market for 5 rupees chocolate 150 crs

approx.

95 % sales come from urban areas.

""Other things are just food. But chocolates chocolate."Other things are just food. But chocolates chocolate."


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Sa l e s Fo re ca s t :

Forecasting to take 10 % of market share in the first year due to heavy advertising

This accounts to 15 crores turn over (sales) in first year .

Expected sales of 3 crore units (chocolates) in the first year.

Initially targeting urban areas to leverage the already available distribution and also the niche identified already exist in

urban areas.

Manufacturing to be done in already available contract manufacturing units in Karnataka, Kerala and Tamil Nadu.

Manufacturing costRs 2

Other middle men expensesR

s 1Profit per unitRs 2

Expected annual gross profit of 6 crs in the first year.

Strength is the capacity to break a chocolate bar into four pieces with your bareStrength is the capacity to break a chocolate bar into four pieces with your bare

handshands -- and then eat just one of the pieces.and then eat just one of the pieces.---- JudithJudith ViorstViorst..


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Awesome Products:

Chocolate: Here today .... Gone today!Chocolate: Here today .... Gone today!

Diwali war (Mithai orChocolates).

No more confusion over Diwali sweets.

Lets get glamour this time!!!!!!!!


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TheChange is here


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Aweso eChocolates resents:

RoshoRoshoRoshoRoshoThena eso niceu say it twice!!

Onceyou consu echocolate, chocolatewill consu eyou!!!!!!Onceyou consu echocolate, chocolatewill consu eyou!!!!!!


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Rosho-Rosho:rosogulaah based choc

thick creamy roshogullah in evry bite with the tinge of chocolate

cocoa powder prices are up one-and-a-half times. Sugar has doubled.

So we need chocolates with a difference

those wafer bars and candies with a chocolate covering, which contain vegetable oil instead of expensive cocoa

butter. Compound chocolates are almost 20% cheaper to

make.

All I need is a little love now and then, but some chocolate wontAll I need is a little love now and then, but some chocolate wont

hurt!!!!hurt!!!!


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RAAPCHIcK

""Forget love ... I'd rather fall in chocolate!"Forget love ... I'd rather fall in chocolate!"


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RaapCheeseRaapCheese

Yeh chese badi hai ast ast

Page one is a diet, page two is a chocolate cake. It's a noPage one is a diet, page two is a chocolate cake. It's a no--winwin

situation.situation.


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Raapcheese:organized cheese industry in India as of 2006, is valued atRs 250 crore ( US$ 50 million),

with a volume in excess of 8000 tonnes

Current household cheese penetration is 5%, with about 50% of consumption being

limited to cities

Mumbai and Delhi together capture half of the cheese market.

Amul and Britannia Milk Man are the lead brands.

So we get in cheese as smooth as chocolate

Our gap anaylsed is cheese blended with chocolate


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Baday walaChocolateGattuGattu

Biochemically, love is just like eating large amounts of chocolateBiochemically, love is just like eating large amounts of chocolate.


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Baday walaChocolate:

This product is positioned to sell on 3 factors priority wise

a)Recall value of peers of customers

b) Taste of cakec) beating monotonity

Targeting the peers than targeting the customer who purchase.

Create a brand like bisleri, xerox. Brand becoming a verb.

GattuGattu

So, you think you're a chocoholic? ou're not the ONL ONE!!!!So, you think you're a chocoholic? ou're not the ONL ONE!!!!


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So, you think you're a chocoholic? ou're not the ONL ONE!!!!So, you think you're a chocoholic? ou're not the ONL ONE!!!!

Promotion:

Tying up with Mc donalds and giving them GATTU with every happy meal.

Tying up with all the hep places.

Inquisitiveness in the advertisements.

Giving the retailer benefits more than our competition, so that every retailer acts as a promoter.


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Perceptual Mapping:

High Price

High Quality

Low Price

Low Quality


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Strengths:

Rich Product mix

Uniqueness

Pricing

Documents

Awesome Chocolates