Chocoh
olics
-Nikita
bhinde
Chocolate market in India
Chocolate market is estimated to be around 1500
crores growing at 18-20% per annum
The per cap...
Market
research
Competitors
Survey
Primary Research
- Questionnaire
Secondary Research
- Internet
- E-journals
- Newspaper Articles
- Research Article...
Survey analysis
• 1. Do you gift MITHAI to your Friends & Relatives during
festivals..?
• YES – 89%
• NO – 11%
2. Are you ...
• 3. Do you Still Consider it SAFE to gift MITHAI to your near
& dear ones..?
• YES – 12%
• NO – 88%
4. Would you prefer t...
5. What Kind of chocolates would you like to gift..?
• Celebrations – 23% Designer
Chocolates – 77%
6. Do you know any Spe...
7. If Yes, Is it easily accessible from your place..?
• YES – 63%
• NO – 27%
8. Is it cheap enough to gift those Designer ...
I being the marketing
manager my aim is to :
Capture the marketof
designer chocolates in
India and expand
worldwide by 2020
Target consumers
Everyone
Kids
Teenagers
Youth
Old
Marketing mix
Product
Introduction of New Range of Designer
Chocolates to suit different target segments
U.S.P.
Customized...
Product offerings
• Design:
......& many
more!!!
• Ingredients :
Natural flavours
Dry fruits
Price
Sugared (50/-) Sugar free (75/-)
Flavoured dry fruit flavoured dry fruit
(60/-) (75/-) (90/-) (100/-)
KINDLY ADD Rs....
Price quality
strategies
high medium low
high premium High value Super value
medium overcharging Medium
value
Good value
l...
Place
Inorbit Mall - Malad
Mumbai Airports
Andheri Lokhandwala Market
Prabhadevi
Nr. Siddhivinayak Temple
Near Metro Cinem...
Promotion Pamphlets in Newspapers
 Outdoor Media (Billboards, VM, Neon Signboards)
 Local Cable TV Advertisement, TATA ...
Chocoholics
The Healthy Addiction
Chocoholics
The Healthy
Addiction
Malad
Lokhandwala
Airport
Prabhadevi
Marine Lines
Do you need more reasons to eat chocolates..??
Chocoholi
Chocohol
ics
The Healthy Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocohol
ics
The Healthy
Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Chocohol
ics
The Healthy
Addiction…
P R E S E N T S
CHOCOHOLICS
The Healthy Addiction
CHOCOHO
The Hea
CHOCOHOLICS
Choco
holics
The Healthy
Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
Choco
holics
The Healthy
Addiction…
2013
SWOT analysis
Strengths:
• Designer Chocolates
• Variety in Packaging
• Longer Shelf Life
• Easy Access to
Local Masses
• ...
Consumer behaviour
• Object of purchase: (what)
Chocolate craving
Dessert
Tickle the taste buds
• Objective of purchase: (...
• Organization of purchase : (who)
Any individual wanting to have chocolate or for
the purpose of gifting
• Operation of p...
GE model
Ansoffs matrix
Product life cycle
chocoholi
cs
OPEN
Chcoholics
Chcoholics
Chcoholics
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Chcoholics

  1. 1. Chocoh olics -Nikita bhinde
  2. 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. 3. Market research
  4. 4. Competitors
  5. 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. 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. 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. 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. 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. 10. I being the marketing manager my aim is to : Capture the marketof designer chocolates in India and expand worldwide by 2020
  11. 11. Target consumers Everyone Kids Teenagers Youth Old
  12. 12. Marketing mix Product Introduction of New Range of Designer Chocolates to suit different target segments U.S.P. Customized Designs & Tastes
  13. 13. Product offerings • Design: ......& many more!!!
  14. 14. • Ingredients : Natural flavours Dry fruits
  15. 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. 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. 17. Place Inorbit Mall - Malad Mumbai Airports Andheri Lokhandwala Market Prabhadevi Nr. Siddhivinayak Temple Near Metro Cinema Marine Lines
  18. 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. 19. Chocoholics The Healthy Addiction Chocoholics The Healthy Addiction Malad Lokhandwala Airport Prabhadevi Marine Lines
  20. 20. Do you need more reasons to eat chocolates..?? Chocoholi
  21. 21. Chocohol ics The Healthy Addiction… Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  22. 22. Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  23. 23. Chocohol ics The Healthy Addiction… Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  24. 24. Chocohol ics The Healthy Addiction… P R E S E N T S
  25. 25. CHOCOHOLICS The Healthy Addiction CHOCOHO The Hea
  26. 26. CHOCOHOLICS
  27. 27. Choco holics The Healthy Addiction… Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines
  28. 28. Choco holics The Healthy Addiction… 2013
  29. 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. 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. 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. 32. GE model
  33. 33. Ansoffs matrix
  34. 34. Product life cycle chocoholi cs
  35. 35. OPEN

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