Chocolate Marketing
Plan
SUBMITTED BY
Mahesh Sherkhane (12397046)
Section: A

DEPARTMENT OF MANAGEMENT STUDIES
PONDICHERRY...
Marketing plan for Chocolate

Chocoyum
Marketing Plan
Marketing plan for Chocolate

MARKETING PLAN

The chocolate industry is a billion dollar industry globally and is
constant...
Marketing plan for Chocolate

MARKETING OBJECTIVES
To increase potential sales through promotional programs planned throug...
Marketing plan for Chocolate

COMPANY SUMMARY
Since it is a start-up business, it has no retail location at present.
Offer...
Marketing plan for Chocolate

MARKET SEGMENTATION
While we anticipate a split between locals and tourists, all members of ...
Marketing plan for Chocolate

4 P’s
1. PRICE
The price range of our product isn’t in the low range of chocolate products h...
Marketing plan for Chocolate

4. POSITIONING
The positioning is to conveniently place our product in every grocery store i...
Marketing plan for Chocolate

SWOT
STRENGTH
New brand
Low on calories
Low pricing
Conveniently located
Healthy
Strong dema...
Marketing plan for Chocolate

THREATS
Many players in the chocolate industry
Compete with highly known authentic brands
Ma...
Marketing plan for Chocolate

MACRO ENVIRONMENTAL ANALYSIS AND MARKET
ANALYSIS
MACRO ENVIRONMENTAL ANALYSIS
The economical...
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Chocoyum marketing plan

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Chocoyum marketing plan

  1. 1. Chocolate Marketing Plan SUBMITTED BY Mahesh Sherkhane (12397046) Section: A DEPARTMENT OF MANAGEMENT STUDIES PONDICHERRY UNIVERSITY, PONDICHERRY – 605 014 Trinity [Type the company name] [Pick the date]
  2. 2. Marketing plan for Chocolate Chocoyum Marketing Plan
  3. 3. Marketing plan for Chocolate MARKETING PLAN The chocolate industry is a billion dollar industry globally and is constantly growing this is due to the wide range of consumer taste. Chocolate is extremely popular in cooking and very widely used as gifts. The chocolate industry is highly competitive with many large scale market leaders whom own majority of the market shares. However potential growth into the industry is highly possible with the help of creating a new trend, or unique specialty products. The customer dynamics has very little limits; this is because of the wide range of chocolate products. Kids usually love chocolate, young teens and adults love for chocolate isn’t any less, Valentine’s Day gifts and house warming gifts usually involve chocolate, most celebrations from birthday parties to weddings also require chocolate. The limitations of chocolate have no barriers; certain unique chocolates are known to be from different regions of the world while different cultures have different takes on traditional techniques to bake or serve chocolate. Our new product ‘Chocoyum’ is our innovative chocolate mixture that is produced to work as a substitute for all health conscious people that limit themselves from their chocolate consumption not because they don’t love chocolate but because of their concerns in regard to the health and obesity issue that is a side effect of consuming too much chocolate they stray away from purchasing chocolate products. Some side effects that are directly related to too much chocolate consumption are weight gain, sugar complications and high potassium.
  4. 4. Marketing plan for Chocolate MARKETING OBJECTIVES To increase potential sales through promotional programs planned through the year especially during the holiday’s seasons. Repackage so that it's new look will appeal to the customers considering that will be tagged as a low calorie snack. Continue to expand globally and have a stronger presence in local markets. Promote their core brands through numerous TV and magazine ads. To leverage existing products to new markets and consumers through the new collections such as the Pieces Collection.
  5. 5. Marketing plan for Chocolate COMPANY SUMMARY Since it is a start-up business, it has no retail location at present. Offers 70%, bittersweet (bakers) and milk chocolate. Choice of 30 flavours and combination of flavours in their chocolates. Categories are Truffles, Fudges, Bars, Nuts, Biscuits, and Moulded Chocolates. Sell premium chocolate gift baskets. We also produce French pastries, macrons, in 15 different flavours. MISSION OF COMPANY The mission of ‘Chocoyum’ is to create a globally known brand for all chocolate consumers worldwide. VISION OF COMPANY The potential growth for the organization is extremely high because of the newly growing concerns related to dieting and fitness. Chocoyum’s goal is to serve as a healthy alternative to chocolate products.
  6. 6. Marketing plan for Chocolate MARKET SEGMENTATION While we anticipate a split between locals and tourists, all members of our target market are between the ages of 10 and 60, and have a moderate to sizable disposable income. TARGET MARKET The target market for Chocoyum would consist of all the chocolate lovers world-wide the product wouldn’t just be a niche product, rather its target group would ideally consist of a broad group of demographics from young to old as well as crossing between different nationalities. Furthermore the plan is to target the health conscious chocolate lovers. A growing epidemic globally is obesity and other health issues that may arise from consuming too much chocolate.
  7. 7. Marketing plan for Chocolate 4 P’s 1. PRICE The price range of our product isn’t in the low range of chocolate products however it isn’t expensive either. The strategy of Chocoyum is to create a product that is affordable to the large public and at the same time not too cheap as to maintain the brand image and compete with the higher end chocolate producers in the market. 2. PLACE The strategy is to create our product as to be globally recognized, to do so initially are product should be preferred over the majority in our environment. To do so Chocoyum will begin with a list of different advertisement and direct marketing techniques this is create brand awareness throughout the community. After accomplishing this task the organization will grow to spread into all the existing chocolate markets globally creating an international chocolate substitute brand. 3. PROMOTION The promotional strategies includes giving out free samples in large blockbuster malls, adding deals such as buy 2 get 1 free. Chocoyum promotional strategies include a lot of techniques to communicate offers to the general public. This includes television ads, flyers, and billboards. Chocoyum strategy was to create a full out blitz into the market with an aggressive promotional strategy because they believed the organization should be known and the love for the product would follow. The public relations aspect of the organization was also involved in promoting the products this was due to how the organization dealt with certain press releases and to create a competitive edge over the competition. The company’s values include creating a workplace culture that hold in high regard the environment.
  8. 8. Marketing plan for Chocolate 4. POSITIONING The positioning is to conveniently place our product in every grocery store in the region. The ideal purpose is to place our product in as many stores worldwide such as drugstores, supermarkets, connivance stores, vending machines, sometimes even at discount stores and they even have specialty stores. The products can usually be found by the cash register and in the candy aisles. These stores offer moderate to low customer service. The drugstore and connivance store have medium to narrow product assortment while the full line discount stores offers a medium to broad variety. The supermarket and the specialty store are the ones that offer a broad selection.
  9. 9. Marketing plan for Chocolate SWOT STRENGTH New brand Low on calories Low pricing Conveniently located Healthy Strong demand Sales and promotion Every market needs product Brand positioning WEAKNESS Hard to get exported High on quality demand Product innovation Hard to position properly OPPORTUNITIES Demand on a global scale Harbour product Local markets are strong Easily accessible markets Growing demand
  10. 10. Marketing plan for Chocolate THREATS Many players in the chocolate industry Compete with highly known authentic brands Many big players in the league Huge investments from competitors Competing against several close competitors which have seniority in the same field
  11. 11. Marketing plan for Chocolate MACRO ENVIRONMENTAL ANALYSIS AND MARKET ANALYSIS MACRO ENVIRONMENTAL ANALYSIS The economical and social parts are significant in this business environment. The more people have money to spend, the more they can spend for expensive brands. Consumers are ready to spend on quality for its image and the value it gives. MARKET ANALYSIS Bargaining power of customer: Customers are really important to develop our market and they have a big power of bargaining because of number of competitors in our market

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