chocolates work in Pakistan

1.  Company name: ChocLatey PVT Limited
 Brand Name: Chocolicious
 Location: Karachi, Pakistan
 We will also launch a outlet for chocolicious display at
Zamzam Karachi
 Target Market:
› Chocolate Lovers regardless of age and gender in Karachi.
› USP: 72% Pure Dark Chocolate in choco items
 Products:
 Chocolicious bar (yummy, tasty, nutry, butry)
 chocolicious dips (dip it, sip it, eat it)
 Chocolious yum (mmm…its yummy yar)
 Snowy white ( fall in love with every bite)

2.  Pakistan is densely populated country
with over 170 million people living.
 Pakistan’s confectionery and chocolate
industry has emerging and growing trend
in the recent past.
 The industry has grown with an average
annual rate of 7.5 %.

3.  Split into organized (branded) sector and
un-organized (generic) sector.
 Branded sector – monopolistic in nature ,
with 9-10 prominent and active players
 Choclatey will be farming Raw Materials
(Coca Beans in control enviornment) to
emphasis on localization & reduce cost
 Hygiene chocolate available at reasonable
price would be core emphasis

5.  Trends:
› Consumer preferences are speedily changing in
the favour of chocolates.
› Independent retailers and wholesalers are still
the largest channel contributors.
› The role of International modern trade (Metro,
Hyper Marts and Hyper Star) is growing at the
increasing rate.
 Challenges:
› High prices of raw material
› High excise and import duties on raw material.
› High entry barrier because of strong
monopolistic competition.
› Entry of cheap imported brand through gray-
Channels.

6.  Selling Through Intermediaries:
› Our main focus is on Distributor channel to generate
bulk chunk (80%) of our total sales.
› We push our brand through wide-spread network of
distributors and wholesalers throughout the region.
› The company will sell through its own retail Outlet
 Dual Distribution:
› More than one distribution channel, such as direct to
the large customers.(Imtaiz, metro, Naheed,
Hyberstar etc)

7.  Distribution Strategy
› Intensive distribution strategy
 Stocks will be available at majority of the
outlets

8. Consumers
Consumers
Manufacturing
Plant
Regional
Distributor
Super
Stores
Whole sale
Markets
Manufacturing
Plant

9.  Trade allowances:
› Incentives used to encourage a retailer to stock a
product such as cash discounts or promotional
incentives.
› Negotiating Margins to install chillers or mini fridges
inside retails outlets.
 Trade contests:
› Are used to encourage retailers to sell products, as
the retailer who sells the most wins a prize.
› Free fills e.g free goods ( after selling 200 bars 1 bar is
free to the retailer)
› Volume base sales

10.  Point of purchase display (POP):
› Store display where retailers can show the products to
customers to increase awareness.
› KIOKS in kids attractions such as Sindhbad, public Parks, or
Funland with the name of Chocolicious
› Strategic Alliance with Dolphin Show and Mc donald Kids
meal
› Coverage of recreational clubs and summer camps
 Training programs:
› Which Teach employees or retailers the benefits of our
product.
 Push money:
› An extra commission paid to encourage the stocking and
selling of our chocolates.
› Buy Out Allowance strategy ( we will purchase the shelf of
competitor product)

11.  Sampling
 Contest and Sweepstakes
 Premiums
 Temporary price reductions
 Coupons
 Chocolate malls

12.  Through ATL & BTL Activities.
 BTL will be following:
 We will pays attention to in store activities;
› POS Displays
› Kiosks
› Gondolas
› Vinyl’s
 We also focus on other activities on social
media, as it is the most emerging trend
used for advertisement.(contextual text
ads, email marketing, socail blogs and
networks)