The document discusses the chocolate market in India. It notes that the chocolate market in India is estimated at Rs. 1500 crores and is growing at 18-20% annually. Per capita chocolate consumption in India is 300g compared to 1.9kg in developed markets, with over 70% of consumption in urban areas. Chocolate sales in India rose 15% in 2007 to 36,000 tonnes.

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

23. Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines

24. Chocohol
ics
The Healthy
Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines

25. Chocohol
ics
The Healthy
Addiction…
P R E S E N T S

26. CHOCOHOLICS
The Healthy Addiction
CHOCOHO
The Hea

27. CHOCOHOLICS

28. Choco
holics
The Healthy
Addiction…
Malad – Lokhandwala – Airport - Prabhadevi – Marine Lines

29. Choco
holics
The Healthy
Addiction…
2013

30. 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

31. 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

32. • 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

33. GE model

34. Ansoffs matrix

35. Product life cycle
chocoholi
cs

38. OPEN