I have done my internship for 3 months at The Chocolate Room India Pvt. Ltd. Hyderabad as a Business Development Manager (Intern) as a part of my MBA curriculum at ICFAI Business School, Hyderabad. This was the final PPT which I presented before my company mentor and the faculty from my college, IBS Hyderabad. Project Title:- 'A Report on expansion of business by survey of stores and untapped market in food & beverage and confectionary industry' Objectives & Key Result Areas:- 1. Learning about company's 'Franchise Acquisition Procedure' and its Business Model 2. Survey of existing outlets and surroundings to understand sales potential 3. Sales estimation 4. Targeting potential B2B clients 5. New market development 6. Product development to attract new customers and retain loyal customers 7. Competitors analysis 8. Cold calling to franchise leads for follow-ups and taking customer feedback 9. Recommendations in digital marketing

1. 1
A REPORT ON EXPANSION OF BUSINESS BY SURVEY OF STORES
AND UNTAPPED MARKET IN FOOD & BEVERAGE AND
CONFECTINERY INDUSTRY
SUBMITTED BY
DEBPRATIK GHOSH
19BSPHH01C0323
(2019-2021)
Summer Internship Program
The Chocolate Room India Pvt. Ltd.

2. KNOW YOUR COMPANY
2
The Chocolate Room India Pvt. Ltd.
Australia India
2007
Mr. L Chaitanya
Kumar, Hyderabad
Mr. Vikash Panjabi,
Ahmedabad
Head Quarters @
Ahmedabad
Hyderabad,
Regional Office
Goa, Regional Office
To be ranked upon the top chocolate
serving cafes across India
Milestone is to reach 500 café
outlets in India by 2021

3. PRESENCE ACROSS INDIA & THE GLOBE
3

4. POINT OF DIFFERENCE
4
 First ever ‘Chocolate café’ in India.
 First ‘Live kitchen concept’ in India.
 Consistent innovation in offerings. (Crockery)
 Quick service.
 Best quality & hygiene.
 Continuous support to the franchises.
 Creative marketing campaigns.
 Fastest growing network. (250+ in India, 350+ across
world)
 Highest variety of chocolates, desserts & beverages.
Average age group
15-55
Business
people
Socially
active
Teenagers/
colleagues
Students
Young
couples
IT
Professionals
VISITORS PROFILE

5. DELIVERABLES
5

6. 6
Standalone
1. Investment:
Rs.50-55 lacs
2. Franchise fee:
Rs.15 lacs
3. Royalty fee: 8
% on net sales
4. Area required:
800-1200 square
ft.
5. ROI: 36
months
Compact
1. Investment:
Rs.35-40 lacs
2. Franchise fee:
Rs.10 lacs
3. Royalty fee: 8
% on net sales
4. Area required:
500-700 square
ft.
5. ROI: 30
months
Kiosk
1. Investment:
Rs.15-20 lacs
2. Franchise fee:
Rs.5 lacs
3. Royalty fee:
8% on net sales
4. Area required:
100-300 square
ft.
5.ROI: 24 months
Cloud Kitchen
1. Investment:
Rs.10-12 lacs
2. Franchise fee:
Rs.99,999
3. Area required:
300-600 square
ft.
Lounge
1. Investment:
Rs.1-1.5 crore
2. Franchise fee:
Rs.20 lacs
3. Royalty fee:
8% on net sales
4. Area required:
1500 square ft.
5. ROI: 36
months

7. FRANCHISEE AQUISITION MODEL
7
Filling
Online
application
form on
TCR website
One on One
call-
An executive
from TCR calls
the applicant
and asks basic
questions like
location, area,
budget etc.
Let the lead take
some time to take
decision
Taking follow ups
to identify:
1.Hot lead
2.Warm Lead
3.Cold Lead
Meeting the team to
check franchisor-
franchisee
compatibility and
‘Letter of Intent’ is
signed to seal the deal.

8. PROS & CONS OF FRANCHISEE
8
Advantage
1. Higher success rate than start up
business.
2. It is easy to afford franchises
than opening own outlets as all the
responsibilities are carried out by
franchises.
3. Franchises get already
established brand and its
reputation.
Disadvantage
1. There are restrictions on
products/services to sell on
franchisees.
2. Bad performance may affect the
brand image and franchisor
becomes offended.
3. Franchises always have to pay a
certain share of their revenue to
the franchisors as per the contract.

9. FRANCHISE SUPPORT
9
1. • Site selection
2. • Store fit out and layout
3. • Stock selection & stock levels
4. • Signage- Exterior & Interior
5.
• Insurance- Stock, public liability & premises
6. • All stationary, menu & POS system
7. • Regular store visit
8. • Staff selection & training
9. • Staff roistering
10. • Marketing & Promotion support and AMC for first year

10. ANALYSIS OF RESPONSES OF THE SURVEY WITH MARKETING CONCEPTS
10
1. Audience segmentation / Targeting
Affordability
Major age group is 21-30 Majority are students and
working professionals
People visit cafeterias
weekly/occasionally
Consumption

11. ANALYSIS OF RESPONSES FROM SURVEY WITH MARKETING CONCEPTS
11
2. Positioning:
 First in Category in ‘Live kitchen’ concept;
 First ever ‘Chocolate Café’ concept in
India;
 Consistent innovation in offerings;
 Best quality and hygiene;
 Highest variety of chocolates, desserts &
beverages;
 Fastest growing network;
 Offering 200+ delicacies .

12. PERFORMANCE ANALYSIS OF TCR WITH HELP OF MARKETING CONCEPTS
12
MARKETING MIX (4 P’S)
1. Product
 Coffees, teas, espressos,
cappuccinos etc., different types
of tea, cakes, muffins, brownies,
milkshakes, Choco shakes,
sandwiches, pizza, burger,
frappes, lasagnas, waffles,
sundaes, mock tails etc.
2. Price
 TCR has set up the price list depending
upon the consumption demand of the
customers;
 TCR does not compromise with the quality
& hygiene. To protect the brand image and
analyzing the visitor’s profile TCR has
fixed the price which may seem to the
customers a little high.
 TCR offers attractive, reasonable combo
offers to upgrade sales and attract new
customers.
 They may start a ‘TCR Membership Card’
as a part of Customer Loyalty Program to
serve their regular visitors in reasonable
price.
Note: TCR offers Co-working spaces at their Lounge model outlets so that
birthday or kitty parties can be arranged, working professionals can arrange
important meetings or presentation. This also comes under services offered
by TCR.

13. PERFORMANCE ANALYSIS OF TCR WITH HELP OF MARKETING CONCEPTS
13
3. Place
 TCR does business mainly in franchise model.
They are offering franchise models depending
upon the affordability of the leads and quality of
location.
 Store maintenance, wages, other investments are
responsibilities of the franchise.
 Very few shops are there in India which are
directly owned and operated by TCR.
 Major source of income of TCR is the franchise
and royalty fees paid by the franchises.
 TCR analyses the location in terms of visibility,
transportation, presence of public amenities,
institutes, offices etc.
 TCR also gives the ‘Master Franchise’ to the
eligible investors who can operate several small
sub-franchises under it in a specific state or zone.
 TCR has tie ups with Zomato and Swiggy to serve
the purpose of home delivery.

14. PERFORMANCE ANALYSIS OF TCR WITH HELP OF MARKETING CONCEPTS
14
4. Promotion
Sales Promotion
1. Offers
/Discounts
2. Coupon
/Vouchers
3. Free gifts
4. Customer
Loyalty Program
Contest
E.g.
Selfie
contest
Newspaper
Magazines
Pamphlets
Banners
Flyers
Digital
Marketing
1. Email
marketing
2. App
notification
3.SMS
4. Social
media
marketing
Residential
Apartments
1. Small
kiosks can be
offered at
residential
complexes
during
occasions
B2C Approach

15. PERFORMANCE ANALYSIS OF TCR WITH HELP OF MARKETING CONCEPTS
15
Effective B2C Promotional approach
1. Video marketing at Metro Stations
and Metro Rail
 Citi Media Hyderabad
 10 sec–Rs.7000/day – Rs.2.1 lac/month
 20 sec– Rs.14000/day – Rs.4.2 lac/month
 30 sec- Rs.18000/day- Rs.5.4 lac/month
2. Video marketing with Adonmo
Taxis
 Approx. Rs.5 lac /month
(Adonmo)
3. Foot-Over
bridges

16. PERFORMANCE ANALYSIS OF TCR WITH HELP OF MARKETING CONCEPTS
16
B2B Approach
Schools/ Colleges
Schools or colleges
can be contacted to
get order during
occasions like
Independence day,
Republic Day,
Farewell Ceremony
etc.
Corporate
Offices/Banks
Banks and offices
organizes birthday
parties, farewell
ceremony, fresher's
party etc. These
occasions can be
targeted to deliver
confectionery items.
Car Showrooms
Car showrooms offers
Chocolate gift boxes
to their new or existing
customers on Diwali,
New Years Eve or
Christmas Day various
occasions. TCR should
target these orders.

17. PRODUCT DEVELOPMENT
17
1. TCR is planning to get into a new retail business which will be ‘One Stop Store’. It will
contain all kinds of coffees, teas, chocolates (imported), health drinks and beverages.
Reliance Fresh or Metro Cash N Carry may be an ideal example in this case.
Products
Chocolates brands
E.g. Cadbury, Nestle,
Lotte, Harshey, Mars,
Amul, Parle, Lotus,
Ghirardelli, ITC, Lindt,
Chocolate Hut etc.
Health drinks brands
E.g. Horlicks,
Complan, Bournvita,
Redbull, Monster,
Bang, Celcius etc.
Coffee and Tea Brands
E.g. Nescafe, Tajmahal,
BrookBond, Tata Tea, Costa
Coffee, Continental Coffee,
McCafe, Gloria Jeans, Tim
Horton etc.

18. PRODUCT DEVELOPMENT
18
2. TCR is planning to start two new combo offers to fetch new customers as the
survey reveals that TCR shops lack customers in the morning during breakfast period.
Combo Offers
Rs.1000 Unlimited
Coffee Subscription
Rs.145 Combo Breakfast
Offer with 1 espresso+
1sandwich/wrap/burger
Customers are not sure Customers are accepting

19. MARKET DEVELOPMENT (EAST INDIA)
19
 TCR wants to enter the untapped market in India where they have no
outlets. 500 cafes by 2021
Kolkata
Target places
Ballygunge
Gariahat
Tollygunge
Jadavpur
Alipore
College Street
Park Street
Rabindra Sadan
Hatibagan
Saltlake etc.
Bhubaneswar
Target places
Rasulgarh
Kharbela Nagar
Nandankanan Road
Janpath Road
Kalinga Vihar
Chandrasekharpur
Rourkela
Target places
Raghunathpur
Panposh Rd.
Udit Nagar
Rajganganagar
Deciding factors
 Geographic location
 Population
 Demography
 Climate
 Economy (including
GDP)
 Transportation and
infrastructure
 Industries
 Media
 Educational institutes
 Shopping malls and
markets &
 Landmark/attraction
Master franchise Master franchise

20. MARKET DEVELOPMENT (EAST/NORTH INDIA)
20
Guwahati
Target places
Pan bazar
Paltan bazar
Fancy bazar
Uzan bazar
RG Baruah
Road Christian
Basti
Bhangagarh
Tarun Nagar
Agartala
Target
places
Krishnanagar
Ramnagar
Jaynagar
Banamalipur
Golbazar
Battala
market
Dehradun
Target places
Rajpur Road
Kandholi
Rajender
Nagar
Madhuban
Kewal Vihar
Indra Nagar
Colony
Dibrugarh
Target places
RKB Path
Babulal
Poddar Path
Mancotta
Road
AT Road
Bilaspur
Target places
Silpahari
Srikant Verma
Marg
Tarbahar
Chowk
Mangla Chawk
Mungeli Road
Gang Nagar
Magarpara
Chowk
Telipara Road
Dhanbad
Target Places
Mugma
Tundu
Sindri
Khandra
Sugiyadih,
Sahayagi
Nagar Katras
Road
Kola Kusma
Rd.
Master franchise

21. COMPETITORS ANALYSIS
21
Consumer’s mindset upon cafeterias Consumer’s mindset on eateries
Brand
Awareness

22. DIGITAL MARKETING
22
DIGITAL
MARKETING 1. WEBSITE
2. ONLINE LISTING
3. SOCIAL MEDIA &
VIDEO MARKETING
4. MOBILE MARKETING*
5. EMAIL MARKETING *
6. E-BUSINESS *
www.thechocolateroomindia.com
Google Directory registration
Facebook/Instagram/Twitter
TCR Mobile Application
Online buying from TCR website
Costs only 1/3rd of Social media
marketing

23. DIGITAL MARKETING
23
1. WEBSITE
i. Lack of
Products/Service
images
ii. Need a ‘Call to
Action’ like ‘Chatbots’
iii. Content Marketing
E.g. Blogs, E-books,
Recipes, Videos,
Webinars
iv. Offsite
Optimization
E.g. including
‘Backlinks’
v. Too much
‘Franchise
Acquisition’ oriented
Won’t attract regular
consumers.

24. DIGITAL MARKETING
24
2. ONLINE LISTING
Search Engine
Optimization (SEO)
Search Engine
Marketing (SEM)
Organic/ Unpaid search
results
Paid Search results
Pay/per
click
marketing
Depends upon performance of

25. DIGITAL MARKETING
25
SEO performance can be enhanced with proper ‘Keyword Research’ with help of
Google Ad Campaign
Keyword
‘Coffee shop in Hyderabad’
Ad Campaign 1
‘Tea shops’
Ad Campaign 3
‘Pizza’
Ad Campaign 2
‘Coffee shops’
Ad Word 1
‘Cappuccino’
Ad Word 2
‘Espresso’
Result of SEO:
1. Convert the visitors
into paying
customers
2. Engage them with
website content
3. Acquire new
customers.

26. CHANGE OF EATING HABIT POST COVID-19 ERA
26
CUSTOMERS’ RECOMMENDATION
1. ‘Social distancing’ and change in ‘Seating
Arrangement’
2. Use of ‘Masks/Sanitizers’ frequently
3. Hygienic food and Hygienic kitchen
4. Be Contactless, be Online
5. ‘Take Away’ facility with ‘Cloud Kitchen’ model
6. Home delivery
7. Being trustworthy with help of video or
pamphlets
Social Distancing
Isolated Seating
arrangement Take away
Home delivery Be trustworthy

27. TRAINING THE STUFFS
27
 We observed from the survey that at most of the TCR outlets, the stuffs lack proper training
To be taken care of
Table
Arrangement
Grooming Order
Receiving
Serving After
serving
Welcome
the Guest
Upselling
& Cross selling

28. RECOMMENDATIONS
 First and foremost, TCR should maintain the current standard for which customers are giving high rating, like food quality and
ambience.
 360 degree marketing approach. Banners and bill-boards at the road crossings and crowded areas may be useful. Distributing
pamphlets, leaflets can be done. Though it is costly, advertising in newspapers once or twice a year will be very useful.
 TCR can hire an expert in digital marketing or outsource the marketing to other company. Email marketing is also a cheap
and useful marketing tool to be used.
 More tie-ups with corporate offices, schools/colleges, travel agencies should be done. (B2B)
 High-rise residential apartments are potential touch points for B2C marketing. Small kiosks or stalls during the occasions will
be profitable.
 Video marketing at Metro stations and even inside the metro rails are also possible.
 ‘TCR Membership Card’ could be given to the regular visitors who can earn points on every purchase and can redeem that
later at any purchase.
 The Android application for mobile should be immediately launched. It should be a centralized app where details of all the
branches city wise will be available. Customers will have their own portal, will be able to see offers/discounts or any events
through notifications. They can order and book table as well.
 Post lockdown due to COVID-19 crisis, few precautionary steps need to be taken.
 TCR can put an assurance signal through images or video and keep it at every stores to persuade the customers that everything
inside the store is being done in hygienic manner.
 TCR may start ‘Take Away’ facility over ‘Dine In’ at all the stores to avoid contact and contamination. (Cloud Kitchen model)
 Home delivery.
 Filling Feedback form should be compulsory. 28

29. 29