customer driven market strategy
DESCRIPTION
Chocolate Business Plan- Chocolate is an $83 billion a year business, making industry value larger than the GDP of more than 130 nations on earth. An average Britain, Swiss/German will each eat 11kg of chocolate a year. In India, chocolate hasn’t been sweet of choice. Indians eat only 165gms of chocolate a year. Consumers change their tastes and preferences according to the changing trends. The recent trend dictates a westernized and health conscious foodstuffs – so we are aiming to cater to them through or innovative chocolate. Chocolate is often referred as the “guilty pleasure”, Bite On‘s main aim is to remove the guilt and fill it with pleasure for our consumers. Our idea is to make a low fat low calorie sugar free dark chocolate bar that makes us different from other brands as we are only targeting the sugar free fat free dark chocolate segment.TRANSCRIPT
BITE ON….-BY
-MONIKA SINHA-POOJA KINI
-SANGITA DHUA-SHIVANI NAIN
Chocolate is often referred as the “guilty pleasure”.
Bite On’s main aim is to remove the guilt and fill it with pleasure for our consumers.
Mission
We aim to be innovative leaders in chocolate, creating satisfaction by providing the healthiest in diet, for people of all ages. As a result, changing the face of a normal brown block to one calorie - less melting in the mouth.
THE 6 M’s
•Functional structure
•Strategic recruitment, T&D
MEN•Gover
nment funds
•since Machinery+ Land= >1cr
MONEY
•Winnowing Machine- shells removal (20,000)
•KQCH-200 Prof choc Production Mach- (3L)
MACHINERY
•Diet Sugar, Diet cocoa butter, cocoa solids, milk solids, Honey, Roasted bean
MATERIALS
•B to C
•B to Govt
MARKETS
•500units – 70,000 units per day
MINUTES
INDUSTRY ANALYSIS
• Demographic environment• Economic environment• Natural environment• Cultural environment• Political environment
MARKET SEGMENTATION
Geographic segmentation
Region
Climate
Demographic segmentation
1)Age 2)Gender
3)Income
Psychographic segmentation
Attitude towards the
product
Life style
Behavioral segmentation
Benefits
Occasions
MARKET TARGETING
Target Marketing strategies
• Differentiated Marketing
Concentrated Marketing
Micro Marketing
Individual Marketing
SEC GRID ANALYSIS
PositioningBrand Positioning Strategy
Analyzing Competitors
Good Reputation + Poor Product Availability ---> GALAXY
Good Reputation + Excellent Product Availability ---> CADBURY, NESTLE
Poor Reputation + Poor Product Availability ----> PRIYA GOLD
We would strive to be well reputed as well as an excellently available brand..!
• Developing a positioning statement-
“E-Z on your pocket, E-Z on calories ”
• Positioning brandGovernment helpLow cost market researchEmphasize on brand positioning strategyMarket penetration
Differentiation
• Product Differentiation
• Service Differentiation
• People Differentiation
• Channel
Differentiation
• Image Differentiation
FINACIAL PLAN
We have decided to start up ourselves as a SSI (Small Scale Industry). Therefore, our investment in fixed assets in plant & machinery, whether held on ownership term or on lease or hire purchase, does not exceed Rs. 1 Crore.
THANK YOU !