Chocoholics

8/7/2019 Chocoholics

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Chocoholics

PGDM B 200911Harshit VoraNirav Parekh

Pranav RaoShishir VahiaShivang Parekh

The Healthy Addiction


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ChocoholicsThe Healthy Addiction


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Why..??

Chocolate containsFlavonoidswhich are antioxidants thatprotect the body from aging

Flavonoidsalso help lowerBLOOD PRESSURE

LowersLDL Cholesterol(bad cholesterol)

ContainsTheobromine which acts as a mild stimulant

Triggers the release ofSerotonin (a neurotransmitter) that

acts as an anti-depressant

HEALTH BENEFITS


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Why..??

MITHAIgetting substituted by chocolates

Designer Chocolateshave become a STATUS SYMBOL

Choice from a wide range of Chocolates

Change in Indian Palate Inclination forDark Chocolates


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Chocolate Market in India

Chocolate market is estimated to be around1500 crores

(AC Nielson) growing at18-20% per annum

Theper capita consumption of chocolate in India is300 gram

compared with 1.9 kilograms in developed markets

Over70 per centof the consumption takes place in the urban

markets

Chocolate saleshave risenby15% in 2007to reach 36000tonnes according to one estimate.


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Market Research


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Competitors

Mumbai Central Bandra Worli Marine Lines

Pune

New DelhiNew Delhi


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SurveyPrimary Research

- Questionnaire

SAMPLING

Sampling Unit: People who buy chocolates from retail outlets

(Convenience Sampling)

Sample Size : 100 Respondents (Age from 8 to 60 yrs)

Method : Questionnaire

Data Analysis : Graphical Method Area of Survey: Western Mumbai

Secondary Research- Internet

- E-journals

- Newspaper Articles

- Research Articles


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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 SCAMin your Mithai..?

YES 96%

NO 4%


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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%


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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%


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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%


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Vision

To capture 51% market share of the Designer

Chocolate Market in India and gradually expandWorldwide by 2020


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Target Audience

EVERYONE

Kids

Teenagers

Youth

Old


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The Marketing Mix


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ProductIntroduction of New Range of Designer Chocolates to suit

different target segments

U. S. P.Customized Designs & Tastes

P Off


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Product Offerings

1. DESIGNS:

. . . & many more

BEAR DOLPHIN GOLF BALL

CAR GUITAR HEART

KEY BOARD ALPHABETS


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2. INGREDIENTS:

NATURAL FLAVOURS

DRY FRUITS

**


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Price

** Conditions Apply

SUGARED (50/-) SUGAR FREE(75/-)

FLAVOURED FLAVOUREDDRY FRUIT DRY FRUIT

(60/-) (75/-) (90/-) (100/-)

*

*

*

** *

* Prices are per 100 gm each

KINDLY ADD Rs. 5 per 100gm for Dark Chocolate

P


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Place

Inorbit Mall - MaladMumbai Airports

Andheri Lokhandwala Market

PrabhadeviNr. Siddhivinayak Temple

Near Metro CinemaMarine Lines


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PromotionPamphlets 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 (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


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MaladLokhandwalaAirportPrabhadeviMarine Lines


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Do you need more reasons to eat chocolates..??ChocoholicshocoholicsThe Healthy Addiction

Malad Lokhandwala Airport - Prabhadevi Marine Lines


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ChocoholicshocoholicsThe Healthy Addiction



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ChocoholicsChocoholicsTheHealthyAddictionMaladLokhandwalaAirport-PrabhadeviMarineLines


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www

com



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ChocohilicsThe Healthy Addiction

P R E S E N T S


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CHOCOHOLICS CHOCOHOThe Healthy AddictionThe Hea


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CHOCOHOLICS


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0909


S W O T A l i


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S. W. O. T. Analysis

Strength

Weakness

Opportunities

Threats

Designer Chocolates

Variety in Packaging

Longer Shelf Life

Easy Access to Local MassesAffordability

Raw Material Supply Volatile Prices Small Business Unit

Low Penetration Consumption Scope of Launching New Variants

Scope of Successful Launch in other cities in India as well

Foreign Multinationals

Competitors

Bibli h


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Bibliography

www.google.com/images

www.rediff.com

www.yahoo.com

www.zenithoptimedia.com/.../index.htm

www.youtube.com

http://longevity.about.com/od/lifelongnutrition/p/chocolate.htm

www.theallineed.com/health/06021102.htm
http://www.google.com/imageshttp://www.rediff.com/http://www.yahoo.com/http://www.zenithoptimedia.com/.../index.htmhttp://www.youtube.com/http://longevity.about.com/od/lifelongnutrition/p/chocolate.htmhttp://www.theallineed.com/health/06021102.htmhttp://www.theallineed.com/health/06021102.htmhttp://longevity.about.com/od/lifelongnutrition/p/chocolate.htmhttp://www.youtube.com/http://www.zenithoptimedia.com/.../index.htmhttp://www.yahoo.com/http://www.rediff.com/http://www.google.com/images


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Chocoholics