Brand management of a hypothetical Chocolate Brand Logo design and Packaging design Marketing MIx and Plan. Hypothetical Brand.

1. Presented by: Rajesh Kumar Padhy

2.  Brand Name: MOUSSE Bar
 Company: Tamarind Foods Pvt Ltd.
 Indian Company
 Producer and Seller of Chocolates and Candies

5.  MOUSSE Bar, rich dark chocolate bar to be launched in the Indian Market in
December 2019.
 Tamarind Foods Pvt Ltd , Indian chocolate manufacturer established in 2013.
 Head quartered in Chandigarh.
 Tamarind is a new company that has been trying to get a foot hold in the
niche/premium Chocolate segment.

6. Age
From 18-50
years
Gender
All Genders
Income
Medium to
High Income
group
 Demography Basis
Behavioral Basis
Gifts Occasions
Users who like
Dark Chocolate

7. Positioning
Luxury
Dark
Chocolate
Premium
quality
Niche
Segment

8. Product:
• Catering the
consumers with a
low-calorie dark
chocolate
• Also change
perception of
chocolate as an
unhealthy snack.
Price:
• Competitive
pricing at Rs. 75.
Place:
• Available in the
stores/groceries
and mall
supermarkets,
coffee shops,
airport, movie
houses, and etc.
Promotion:
• Marketed through
TV commercials,
Print media.
• Also company
aims to promote
by sponsoring
events and
campaigns

9. Threat of new entrants
•low threat of new
entrants
•Due to existence of
economy of scale,
differences in products,
the need for large capital
requirements, the lack of
access to distribution
channels, and present
regulations.
Bargaining power
of buyers
• Bargaining power of
buyers is low to moderate
because of the industry's
differentiated products and
the presence of switching
costs
Bargaining power
of Suppliers
•Moderate to high because
the supplier group is
concentrated.
•No substitute products
Threat of
Substitutes
•Very High due to
presence of a large
number of substitute
products.
•Candies, Snacks Chips
etc.
•Also some may consider
chocolate as unhealthy
Current
Competitors
•Due to equally balanced
competitors, high storage
and fixed costs, and has
high exit barriers.
•Competition leads to
price wars, advertising
battles, new product lines
and higher quality
customer service in the
chocolate and cocoa
industry.

10. SWOT
Strength:
• The voice of the Brand
“Mousse”= good chocolate
• Good price compare to the
very good quality
• Very good quality of service
• Good accessibility to the store
• Different types of chocolates
Weaknesses
• Relatively less experience
• Completely dependent on
the market scenario
• Only focusing on premium
segment
Opportunities :
• Emerging market
• New product
• Low competition
• Increasing interest towards
Dark Chocolate
Threats:
• Milk Chocolate bars
• Similitude with
chocolate candies
• Emerging of discounter
• Supermarket
distribution

11. •Indian market is stable
•Current Political climate favors emerging businessesPolitical
•Economy is in a slow down which may impact sales
•As target market is premium users, this could diminish any impact of
slowing economy
Economical
•Value and respect for luxury Chocolate is high
•Festive season can increase sales.Social
•Widespread internet connectivity and growing fascination to online
shopping provides a good opportunity to market.Technological
•Environmental laws concerning packaging.
•Regulatory concerns for quality.Others

12.  Indian market & specifically urban areas where the demand in very high.
 Increased penetration in almost all segments and sectors.
 Efficiency in logistics & distribution.
 Availability in most areas while focusing on the exclusive retail stores in Malls and
presence in Super Markets.
 The supply chain of Tamarind Foods is very good in North India, especially in Punjab,
Haryana & Delhi NCR.
Distribution
Strategy

13. 1. Advertising
 TV Commercials (30 sec-1 min Ads)
 Print Media
 Billboards
2. Promotion
 Brand promotion through schemes and cashbacks.
3. Price
 Price cut off, 10-20% extra.
4. Channels of Distribution
 Super markets, exclusive stores, College canteens, Duty free shops
5. Campaigns
 Healthy heart with dark chocolate campaigns