Marketing Management Project on Chocolate – Class 12

REASON FOR SELECTION

I chose chocolate as my product because, in today’s life, from an old person to a 2-year-old child, every person is in love with the taste of these flavored chocolates.

They give a real taste of cocoa.

Everyone prefers chocolates both in winter and summer. It is easy to buy. We can easily purchase chocolate from our nearly shopping stores. We can also store it for months. It is available at a reasonable range of prices.

FEATURES OF CHOCOLATE MARKET

• India is primarily a mono – pack market, while the market worldwide is a multi-pack market.
• While the trade and distribution in western countries is mostly organized, in India, retail outlets like paan shops and Kirana outlet accounts for the bulk of the sales and organized trade still has only an insignificant share in overall confectionery sales
• Functional products and sugar-free confectionery dominate the worldwide market while this trend is yet to pick up in India.
• As younger children are traditionally the key consumer group for confectionery.

ADVANTAGES

• It is a common perception that chocolate is a mood elevator.
• Some people, when they are sad or depressed, experience a craving for chocolate. On eating chocolate, they report that their mood is elevated, and they feel better.
• This elevation in mood is temporary, though, and when this effect wears off, they again revert to their previous state of mind.
• Theobromine, found in chocolate, was found to treat coughs better than codeine.

BRAND

CHOKO-RICH

TAGLINE

Melts In Your Mouth Not In Your Hand

USP

UNIQUE SELLING PROPOSITION

Choko-rich bay is a unique combination of dark chocolate and white chocolate filled with nuts in the center.

It is never before experience. It gives a melting taste of dark chocolate and milk in the mouth of the consumer. It is premium chocolate and caters to the rich and affluent reaction of the society.

PROCESS OF MAKING CHOCOLATE

• RECEIVING
• SPLITTING
• FERMENTATION
• DRYING
• ROASTING
• WINNOWING
• GRINDING
• CONCHING
• TEMPERING
• MOLDING
• PACKING
• CHOCOLATE IS READY

RANGE

1. Choko-rich clamic chocolate bay: (₹ 50)
2. Choko-rich Milk chocolate boy: (₹ 50)
3. Rich in cream brownie milk. Milk chocolate acts as a to the brain.
4. Choko-rich Dark chocolate bar: (₹ 80)
   Better chocolaty taste for true chocolate lovers. It contains antioxidants that boost the immune system and make us happy.
5. Choko-rich crunchy nougat: (₹ 45)
   Sweet chocolate rich in nuts and honey. Contain dry fruits- Good for health.
6. Salted Caramel bar: (₹ 10).

STRATEGY OF BUSINESS

• Business – Increase the width of chocolate consumption through low price point packs and distribution focuses.
• Increase depth of consumption, targeting regular chocolate consumers through generating impulse and a dominant presence at the point of sale.
• Maintain leadership through a superior marketing mix.
• Be a significant player in the gifting segment through occasion linked gift packs.
• Build critical mass in the sugar business by introducing value-added sugar confectionery products.

MARKETING MIX

Marketing Mix is a set of marketing tools that the firm uses to pursue its marketing objectives in a target market. The variables or elements of the marketing mix have been classified into four categories, popularly known as four P’s of marketing viz., Product, Price, Place, and Promotion. These elements are combined to create an offer.

COMPETITORS

• NESTLE
• CADBURY
• FERRERO ROCHER
• MARS
• AMUL

NESTLE

“Nestle” is a Swiss-German word which means “Little Nest” which is its Trademark. Nestle’s relationship with India started in 1912. It began trading as The Nestle Anglo-Swiss Conduced Milk company. Nestle India’s first production facility, set up in 1961 at Moga (Punjab), was followed soon after by its second plant set up at Choladi (Tamil Nadu) in 1961. Consequently, nestle was succeeded by the commissioning of two more factories at Ponda and Bicholin, Goa, in 1995 and 1997, respectively.

• Brand Ambassador – Rani Mukherjee
• Tagline – Good food, good life
• USP – Biggest health and wellness brand

FERRERO ROCHER

Ferrero Rocher is an Italian food and beverage company founded in 1946, By Michele Ferrero. The company started its business in India in 2004. It is famous for its unique taste, defined by its Main ingredients. Ferrero India was the 3^rd biggest chocolate Brand in 2014.

• Parent Company – Ferrero
• Tagline – Share something special
• USP –

AMUL

Amul is an Indian dairy cooperative, based at Anand in the state of Gujarat, India. The co-operative was initially referred to as ‘Anand milk federation union limited. Hence the name Amul formed in 1946, and it is a brand managed by the cooperative body the Gujarat co-operative milk marketing federation ltd, which 3 million milk producers in Gujarat jointly own today. In this process, Amul became the largest food brand in India and has ventured into the market overseas.

• Parent Company – Amul (GCMMF)
• Tagline – Taste of India
• USP – A quality of Affordability

CADBURY

Cadbury India Ltd. began its operation way back in 1948 by importing chocolates. Today they are the unbeatable leader in the Indian chocolate market with some of the famous brands like Cadbury Dairy Milk, 5 Star, perk, celebrations, gems, halls, and eclairs. They have always succeeded in conveying the right spirit to the audience with their “Always celebrating brand image, which helped them to acquire 10% of the market share in India.

• Brand Ambassador – Amitabh Bachchan
• Tagline – Kuch Meetha Ho Jaye.
• USP – Biggest Brand name in the world of chocolate.

MARS

Mars, Incorporated is a worldwide manufacturer of confectionery, pet food, and other food products with the US $30 billion in annual sales in 2008, and is ranked as the 5^th largest privately held company in the United States Forbes. Headquartered in Mclean, the company is entirely owned by the Mars family. Mars operates in six business segments in the US.

• Brand Ambassador – Sonam Kapoor
• Tagline – Work, Rest & Play
• USP – Mars bar has one of the biggest success stories in the confection industry.

PACKAGING

Parking plays an important role in determining customers’ attractive to the product. Sometimes by looking at the packaging, the customer tries to access the product quality. Good packaging is one of the important factors in the success of the product.

First of all, my Chocolate will be packed in a plastic wrapper of good quality, then 10, 20, or 100 units of that it remains first fresh and healthy. For transportation, it is very compulsory to keep our product in a cardboard base so that it remains to save as it is produced.

CHANNELS OF DISTRIBUTION

To make good & service available to customer firm offer take help of a number of intermediaries like agents, wholesaler, retailer, etc. called channels of Distribution Channel of Distribution are a set of firm and individual that takes the little or assist in transferring little too particular good or service as it moves producer to customer.

Since my product is customer good, so it is advised to choose the record level of Indirect Channels. There will enable me to cover a large area of the Market, which will help me to increase the rules of my product.

Types Of Channels

One level Channel

Manufacturer -> Retailer -> Customer

Two-level channels

Manufacturer -> Wholesaler -> Retailer -> Customer

Three-level channels

Manufacturer -> Agent -> Wholesaler -> Retailer -> Customer Distribution

TRANSPORTATION

Transportation is important because unless the good is physically made available. Sales cannot be completed. So, by seeing all the things. I have decided to transport my product like this.

First of all, my product will be kept in the warehouse. Then it will be sent by vans to Departmental stores.

Chocolate parlor and different wholesalers in a bulk quantity & then it will be given to the different retailers so that my product will be easily available to the consumers, and they will be able to consume the product easily.

LICENSE

We need to obtain several licenses and permits from the federal state, local government keeping this in mind below is a quick checklist carrying then different federal state and local licenses and permits we need to acquire price to opening for business.

• Basic business operation licenses from the city in which business will operate.
• Zone and land use permits
• Fire Department permit
• Special state issued occupational / professional license.

SWOT for Marketing Management Project for Class 12 on Chocolate

STRENGTHS

• One chocolate brand in India with lots of varieties like
• Fruit & Nut and Roast Almond, Eclairs
• Celebrity brand ambassadors
• Excellent advertising, reach and accessibility
• High brand loyalty.

WEAKNESS

• Rural Distribution penetration is less.
• Quality control needs to be strengthened.

WAREHOUSING

I have found that warehousing is important to create time utility in the product. It is necessary because those are a difference between product and time product and time it is required for consumption.

I have selected a different location of warehousing, which is very near to the market. So, that less time is taken to store the product to the consumer & easily available also.

ACKNOWLEDGEMENT

I am very thankful to my business studies teacher Ms. Deepa Saryal who helped in analyzing the application of Marketing Management Project for Class 12 on Chocolate. It made my concepts more clear, enhanced my knowledge, and helped me realize the importance of it. I am also thankful to CBSE for giving me such an amazing opportunity to make Marketing Management Project for Class 12 on Chocolate and giving suitable instructions.

CERTIFICATE FROM STUDENT

This is to certify that I Sakshi Wadhwa student of class XII – C of the K. R. Mangalam World School, GK-II, New Delhi at this moment, certifies that I undertook the Marketing Management Project for Class 12 on Chocolate as a part of CBSE curriculum. The data used in the Marketing Management Project for Class 12 on Chocolate has been download by me from the website of the company, and therefore, I take it to be authentic and reliable.

CERTIFICATE BY GUIDE

This is to certify that Ms. of class XII-     of the   New Delhi, has completed her Marketing Management Project for Class 12 on Chocolate file under my guidance. She has taken properly in completing her project.

I certify that this project is up to my expectation and as per the guidelines of CBSE.

Mrs.                                                                                                                                                             Signature:

PGT BUSINESS STUDIES

HEAD OF COMMERCE DEPARTMENT

CONCLUSION

By doing this Marketing Management Project for Class 12 on Chocolate, I realized that the importance of marketing in our country and its concept is very clear to me about how to make a product, what its price should be, what promotional activities to be used, and the price of the product.

I was not interested in doing this project on Marketing Management. Still, now, through the project, I can know about the different types of chocolate companies and their features.

So, I would like to thank our Business studies teacher for giving this Marketing Management Project for Class 12 on Chocolate to me.

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