Chcoholics
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Chcoholics Presentation Transcript

  • 1. Chocoh olics -Nikita bhinde
  • 2. Chocolate market in India Chocolate 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.
  • 3. Market research
  • 4. Competitors
  • 5. Survey Primary Research - Questionnaire Secondary Research - Internet - E-journals - Newspaper Articles - Research Articles SAMPLING • Sampling Unit : People who buy chocolates from retail outlets • Sample Size • Method Data analysis • method :30 Respondents (Age from 8 to 60 yrs) : Questionnaire : graphical method : western Mumbai
  • 6. 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%
  • 7. • 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%
  • 8. 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%
  • 9. 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%
  • 10. I being the marketing manager my aim is to : Capture the marketof designer chocolates in India and expand worldwide by 2020
  • 11. Target consumers Everyone Kids Teenagers Youth Old
  • 12. Marketing mix Product Introduction of New Range of Designer Chocolates to suit different target segments U.S.P. Customized Designs & Tastes
  • 13. Product offerings • Design: ......& many more!!!
  • 14. • Ingredients : Natural flavours Dry fruits
  • 15. Price Sugared (50/-) Sugar free (75/-) Flavoured dry fruit flavoured dry fruit (60/-) (75/-) (90/-) (100/-) KINDLY ADD Rs. 5 per 100gm for Dark Chocolate * Prices are per 100 gm each ** Conditions Apply
  • 16. 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 Q U A L I T Y
  • 17. Place Inorbit Mall - Malad Mumbai Airports Andheri Lokhandwala Market Prabhadevi Nr. Siddhivinayak Temple Near Metro Cinema Marine Lines
  • 18. 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
  • 19. Chocoholics The Healthy Addiction Chocoholics The Healthy Addiction Malad Lokhandwala Airport Prabhadevi Marine Lines
  • 20. Do you need more reasons to eat chocolates..?? Chocoholi
  • 21. Chocohol ics The Healthy Addiction… Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  • 22. Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  • 23. Chocohol ics The Healthy Addiction… Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  • 24. Chocohol ics The Healthy Addiction… P R E S E N T S
  • 25. CHOCOHOLICS The Healthy Addiction CHOCOHO The Hea
  • 26. CHOCOHOLICS
  • 27. Choco holics The Healthy Addiction… Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  • 28. Choco holics The Healthy Addiction… 2013
  • 29. SWOT analysis Strengths: • 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
  • 30. Consumer behaviour • Object of purchase: (what) Chocolate craving Dessert Tickle the taste buds • Objective of purchase: (why) MITHAI getting substituted by chocolates Designer Chocolates have become a STATUS SYMBOL Choice from a wide range of Chocolates Change in Indian Palate – Inclination for Dark Chocolates
  • 31. • 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
  • 32. GE model
  • 33. Ansoffs matrix
  • 34. Product life cycle chocoholi cs
  • 35. OPEN