AASRR company is introducing a new chocolate product called CHOICE. The objectives are to introduce new flavors, gain market share, and offer quality chocolate at affordable prices. CHOICE will contain chocolate liquor, cocoa butter, nutritive sweeteners, emulsifiers, and cream. It will be priced from Rs. 12-100 depending on the number of chocolates. CHOICE will be produced in Faisalabad and sold in shops across Pakistan through various advertising campaigns. A SWOT analysis identified strengths like established market but also threats from competition and substitutes. The company will target segments by geography, demographics, psychographics, and behavior.

2. AASRR company
Presented by :
MUHAMMAD
AMEEN,
RINA HUSSAIN,
SEHRISH KHAN,
ASMA SIDDIQE,
RUKHSANA HAQ
B.B.A 4th

3. LOGO
AASRR Company

4. PRODUCT REVIEW
COMPANY NAME;
AASRR
PRODUCT NAME;
CHOICE
slogan such as:
Your Life Your Choice
AASRR Company
Choose choice and live a healthy life

5. Objective of study
Taking into consideration the growth rate of
the market & competition with major brands,
the marketing objectives can be as under:
To introduce chocolates in various new
flavors
To make a place in consumers mind
To provide quality chocolates at affordable
price

6. Introduction
Our Company AASRR
is going to introduce a new
product with the reference of
Quality, royal brand with rich
flavor and customized product
for Consumers
Chocolate, which were believed
to kid’s preference, are now being
consumed by teenagers, and adults.

7. Vision Statement
AASRR set out a vision to
achieve “a CHOICE” to be
Pakistan’s Premier Chocolate
Company offering nutritious
and superior quality taste sweets
to its consumers. By 2016 we aim
to achieve 30% of market shares, and while
it, we would be the best in terms of
consumer value, customer service,
employee talent consistent and predictable
growth.

8. Mission Statement
To be a leading producer
of chocolate become
dedication to nature,
corporate and hygiene,
dynamic leadership and common to our partners and
stakeholders. We can easily understand the mission
statement by following points like;
“CHOICE” mean quality
This is our promise
 Our reputation is build upon quality
 Our commitment to continuous improvement
 It will ensure that our promise is delivered.

9. Marketing Mix
• Product
• Price
• Promotion
• Place

10. Product.
AASRR’S CHOICR is to continuous improvement in the
quality and features of product. It is the mission
statement of CHOICE to make quality chocolate
which have competitive advantage from the
competitor’s products and it enhances the goodwill of
the company.
Ingredients:
 Chocolate liquor
 Cocoa butter
 Nutritive Sweetness
 Emulsifiers
 Cream

11. Price
Suitable price starting
from Rs/12(one pack
containing 2 chocolates)
and ends up with the
customer’s choice.
Depending on how many pieces our
customer wants to buy in one pack

12. Our price schedule
Product Quantity Price in Rs
Choice 2 pieces Rs.12
Choice 4 pieces Rs.26
Choice 8 pieces Rs.50
Choice
Multipack
From 16 to consumers
dependable choice
Rs.100 & so on
dependent on pieces

13. Place
AASRR’s CHOICE is
produced at the chocolate
factory in Faisalabad in
Pakistan. After the chocolate is
produced and goes through the process
of all quality checks. It is transported
to the staff rooms and then AASRR’s
sells it product to shops. That should be
accessible for our customers.

14. Promotion
• Electronic media
• TV
• GEO
• A.R.Y
• PTV
• RADIO
• FM 101
• FM 103
• FM 98

15. Print Media
News paper
• Jang
• Dawn
• Express
Magazine
• Akhbar-e-jahan
• Sunday magazine
• Young world
Billboard
• M-tax chock
• D-ground
• General bus stand chock
• Shara-e-faisal
•

16. STRENGTHS
•Large teeming population of kids and
teenagers
•Well established market
•Vast variety of products
• Adequate availability of raw
materials
•Price, a competitive advantage
•Easily reachable by customers
WEAKNESS
•Large portion of population suffers
from diabetes, cholesterol disorders
etc
•Dental problems associated with
consumption of chocolates
•Late entry into the market
OPPORTUNITY
•Large number of occasion
celebrations and festivals in which
choice are used as a medium to convey
happiness
•Participation with a growing industry
•Bright future in business because of
high innovation
THREATS
•Competition – cut throat competition
from Cadbury and Nestle and
international chocolate brands
•Negative publicity and contrivances
•Preference and availability of other
substitutes (sweets and deserts)
SWOT ANALYSIS

17. Market segmentation
Effort to increase a company’s precision
marketing. We have done the
segmentation on the basis of the
following variables:
Geographic
Demographic
Psychographic
Behavioral

18.  Geographic:
Dividing Pakistan in
different segments
according to area, states,
regions and market.
 Demographic
Dividing people according
to Age, Income, social
class, occupation and their
life cycle.

19.  Psychographic:
we analyze the psycho of the
people. We divide them in social
class, life style and personality.
 Behavioral:
Behavioral segmentation divides
buyers into groups based on
their knowledge, attitude, uses
or responses to the product. We
see the behavior of people with
help of questionnaires.

20. Targeting
After segmenting we are targeting the
following segments.
Classes:
upper lower-middle , middle, upper-
middle and upper classes.
Income Group:
we are targeting all income group who
should afford easily.
It will not discriminate between income
groups.

21. Direct competition:
Mars
Cadbury
Nestle
Kraft food

22. Market Share of Competitors

23. Indirect competitors

24. Experimental Marketing:
Rank of Chocolates on various attributes for
CHOICE through experiment.
Attributes Taste
(flavor)
Quality Packagin
g
Price
1 Choice Kit Kat Choice CDM
2 Kit Kat Choice CDM Choice
3 Cadbury Perk Kit Kat Perk
4 Perk Cadbury mars Kit Kat
5 jubilee mars perk mars

25. Comparison with Butlers
AASRR available in its own
special stores as well as
super markets and other
shops
Butlers has a available to be
sold in specific store
It emphasis on delivering
quality brand with luxurious
packaging
It emphasis on delivering
good quality
A little price sensitive Not much price sensitive
Range of verity of chocolate
flavors and chocolate
packaging
while butlers has a range of
chocolate but not of
luxurious boxes but of
packaging