The document describes plans to open a chocolate lounge in Mumbai, India. The lounge will serve chocolate-based products and transform between a cafe during the day and a pub at night. It aims to attract students, working professionals, and groups of friends. The summary provides an overview of the key points: [1] "The Chocolate Lounge" plans to introduce a new concept of a cafe and pub focused on chocolate products to the saturated Mumbai market. [2] It will transform between a calm cafe by day and a lively pub at night, hoping to attract a diverse customer base throughout the day. [3] The lounge aims to target higher-income customers seeking both a study space and night

1. THE
CHOCOLATE .
LOUNGE
Be a part of Imported Chocolate Revolution
Business Hitting India

2. LOUNGE: OPP. JUHU
BEACH & RAMADA PALM
GROVE HOTEL, JUHU
TARA ROAD, JUHU,
MUMBAI-49
PARTNERS IN BUSINESS
UTKARSH HALDIA
RESHMA HEBBAR
AKANKSHA SHAH
KORANGI VORA
RAJ AJMERA
SIMRAN DEEP
Location & Ownership

3. Executive Summary
 In Mumbai, the service industry is highly saturated
with restaurants, cafes, pubs, and nightclubs. In
order to enter such a market, you need to
introduce a new idea.
 With “Chocolate Lounge”, it is exactly what we
intend to do. “Chocolate lounge” brings with a
new concept and idea, in which it’s general idea is
CHOCOLATE and mainly all its products are
chocolate based.
 Our lounge will have a transforming nature
between the day and the night.
 In the day it is mainly a café and a restaurant,
where our customers would have breakfast or
lunch, and also study or conduct business
meeting in a calm atmosphere. However, during
the night, our lounge radically transforms into one

4. Executive Summary
 What we serve and our general idea is mainly
enjoyed by people seeking a place to study or a
classy and lively pub; such people are mainly
categorized as students and working adults in
their 20s 30s and 40s.
 With our “more for more” strategy, we limit our
atmosphere to higher middle class. We offer
“more” products, better quality, and an
innovative, new idea, for prices maximally getting
to an expensive Rs. 1,500 a couple, yet fully
compensated for with our services.
 We recognize our competitors fully, and
understand their strengths and the threats they
pose on us, and consequently we developed a

5. Estimated Expenditure
NATURE COST PER UNIT TOTAL
Rent 6,25,000 75,00,000
Purchase of Furniture 75,00,000
Purchase of Equipments 25,00,000
Kitchen equipments 47,00,000
Music System 4,50,000
1,50,00,000
Reserve fund
Television & Computer system 7,00,000
Licensing 30,00,000
Advertising 1,00,00,000
Water + electricity + Telephone bills 5,00,000 per month 60,00,000
Inputs[ingredients ] 9,00,000 per month 1,08,00,000
Team training 2,00,000
Interest on loan 53,90,000
Miscellaneous expenses 90,000
Employee salary 2,50,000
Employee uniform 50,,000
Cost of casher: casio 49,000
Cost of decoration + interior designer
1,00,00,000
TOTAL 9,11,79,000

6. Financial Plan
 Loan of 4,00,00,000 from HDFC Ltd. @ 10%
interest p.a.
 The remaining capital by partners(equally).
 We’re expecting a sale of 7,20,00,000 i.e. Rs.
20,000 a day in our first year.
 By this we recover most of our expenses and
the remaining would be overcome by the first
two months of the next year.

7. Description of business:
Introduction to the lounge
 Connotation of being joyful, comforting and
special as a symbol of diverse human emotions.
 Chocolate is prestigious, romantic, nostalgic and
an object of fantasy and addiction for children
 We are introducing a new chocolate culture
concept and a chocolate bar experience in the
Indian market.
 Unique experience of exquisite chocolate gourmet
products.
 During the day a place to turn free time into quality
time and in the night a pub that creates a
comforting and chilling experience

8. Description of business:
Mission Statement
 “The Chocolate lounge” mission
statement : „Establish “chocolate
lounge” as the premier purveyor of the
finest chocolate to customers, the best
store and lounge in Mumbai and ensure
a continuous strive towards perfection
and precision in excellent quality .‟
 Create exclusive chocolate based products.
 Integrate chocolate in our customers’ everyday
life
 Establish an addictive product
 Be known for our unique customer relationships.
 Ensure an appropriate atmosphere

9. Description of business:
Environmental Mission Statement
 ““The Chocolate lounge” is committed to
an environmental role in all aspects of our
operations”
 This mission will be fulfilled by
accomplishing these steps:
 Guarantee a clean and healthy environment at the
workplace following the highest level of hygiene.
 Use environmental friendly products.
 Encourage participation in environmental activities.
 Maintain good social and environmental responsibility.

10. Description of business:
Positioning the market
 Positioning is how the company is seen through the
eyes of its consumers by emphasizing on our
beneficial differences in our customers minds.
 Through a new concept, we offer “more”
benefits with a price exceeding our competitors’
because the products we will be offering will
be unique in the market.

11. Positioning the market
 Our positioning statement: To college students,
working people, groups of friends, “Chocolate Lounge”
is the first of its kind in Mumbai, a cafe during the day
and a pub in the night; it is the place to be all day
long.

13. Market Segmentation
 Customer Based Segmentation
 Geographic location: It Is The Stating Point Of All Market
Segmentation. It Will Help In Planning Its Marketing Offer.
 Demographic Characteristics: Targeting Mainly
1. Child Market(1-12)
2. Teens Market(13-19)
3. Adolescent Market(16-19)
4. Youth Market(20-35)
 Psychographic Variables
 Buyer Readiness

14. Review of Competition
Competitors Strategy
 Because the market is  We Offer High Quality
saturated with likes of our Products At
café we find ourselves Reasonable Price
facing many competitors
that also bring a special
 Constant Innovation
concept into the market.  Flexible In Nature
 Our competitors are all  Minimize Risk
cafés, pubs and lounges in  Coordination
the are surrounding our
store.  Improving
 Coffee Houses: Costa
Performance
Coffee, CCD, Barista, Bru  Promotion At Extreme
World Café etc Level

15. Future Outlook
HOW TO BECOME EFFECTIVE MARKET
LEADER???
 Creative process
 We should also make sure that our customers’ needs and
requirements are fulfilled
 Accelerates expansion and diversification
 New marketing tools
 Stability of tenure
 Optimum utilization of resources
 Objective oriented

16. SWOT Analysis

17. Strengths
 A new idea introduced to the market.
 The changing nature of the place(from a hangout
place in the day to a pub in the night) will attract a
high diversity of customers, therefore a higher
attendance.
 Similar lounges have had successful experiences in
other countries.
 High quality products for a reasonable price.
 Can attract people looking for a place to study in, and
people looking for fun at the same time.

18. Weakness
 A new concept, people might not easily grasp it.
 We are facing too many competitors.
 Targets a single social class
 Lack of experience in this specific concept. Although it
is successful in other countries, there is a possibility of
failure in Mumbai.
 High number of employees to be able to cover day
and night shifts, this will cost us extra costs.

19. Opportunities
 The expansion of the chocolate culture worldwide.
 The active Mumbai night life.
 The rarity of daytime hangout places in.
 The growing entertainment market.

20. Threats
 The bad economical situation in the country.
 The explosive political situation.
 The high influence of word of mouth in Mumbai, a bad
first impression might cost us a lot.
 Increasing taxes will increase our start up costs.
 Competitors copying on the idea.

22. Organization Structure
MANAGER
ASSISTANT
CHEFS
HEAD CHEF
GENERAL
BARTENDER
MANAGER
CASHIER AND
ACCOUNTS
MANAGER
SUPERVISER WAITER

23. Staff Pre-requsites
 General Manager: MBA CORE, PGD in hotel
management and good work experience
 Head Chef: Post Graduate Diploma in Catering
and hotel management
 Bartender: Diploma in bartending
& good work experience
 Chef: Diploma in Catering
 Manager: MBA in Hospitality Management
(from renowned institute)
 Accounts manager: MBA in finance,
with knowledge of Tally
 Other Staff: Diploma in hospitality Management

24. Inaugural Strategy
 In order for our project to be in full operating scale, a
number of steps are in need to be taken. Assuming work
must be started in the next month, that is if our project
was approved today.
 FIRST MONTH:
We need to choose a proper location for our business,
the right place to rent, compatible with our budget and
our needs.
 SECOND MONTH:
Hire an interior designer and contractor to make the
proper arrangements and repairs in the chosen location.
 THIRD MONTH:
To make all the necessary installments. For e.g.:

25.  FOURTH MONTH:
Recruitment of employees starts , arrange interviews ,
meet potential chefs and DJ’s to insure customer
satisfaction and high quality.
 FIFTH MONTH:
1)Organize every employee’s schedule
between day shift and nightshift, as well as number of
work days per week.
2)We should Perform necessary auditing
and maintenance to make sure all operations will go
smoothly.

26. Marketing Plan
Marketin
4 P’s
g Mix

27. Marketing Plan
 Product:
• “Chocolate lounge”, a high profile
restaurant and pub, offers a wide variety
of chocolate products as well as hot and
cold dishes for breakfast, lunch and
dinnertime.
 Price:
• We are targeting higher middle income
groups.
 Place:
• Near colleges & the beach, to maximize
footfall.

28. Promotion
 Billboards and distribution of pamphlets
outside malls, nearby colleges & offices
 Magazines & Newspaper
 Radio
 Ads on online Sites such as Facebook &
Google
 Tie up with SnapDeal(for inaugural offers)
 Make Pages on social networking sites to
keep customers up-to-date.

29. Total Quality
Management
 Our aim is to make sure that we are taking
corrective action and achieving our objectives and
goals.
 That is why a process of evaluation is needed
from time to time.
 This is why MIS (management information
system) should be installed in our company, to
make sure a professional control system is on
hand.

30. The following tables summarize the control
process that our company is going to pursue:
WHAT SHOULD BE
BY WHICH ACTIVITY HOW OFTEN
CONTROLLED
Suggestions and surveys Monthly
Customer approval and
satisfaction
Sales analysis Financial data Monthly
Sales data
2 months
Marketing & Observation and response from the
advertisings response customers
competitors Investigation and 3 months
observation
Employees Training 3 months
Performance and Market research 3 months

31. Conclusion
 “Chocolate lounge” being a combination of a café,
restaurant and a pub brings a new idea to the
business offering generally chocolate based products.
 We introduced a new chocolate culture concept and a
chocolate bar experience in the market that
incorporates each aspect of chocolate in our everyday
hectic life. Our target customers are mainly middle to
upper class university students, as well as young
professionals in their 30s and 40s. Our target
customers are of a high profile because in our lounge
we implement a “more for more strategy”.
 We also took into consideration the threats that our
competitors pose on us. With our marketing mix being
intact and well developed, we also came up with an
action program that details our work in the upcoming
months.

32. Thank You