Management Accounting

Project Work

“GOOBERS CHOCOLATE”

Melts in your mouth, not on your hands

Submitted to: Submitted by:

Dr. Ritesh Srivastava Amardeep Bardhan

Roll No: FT-RM (09)-202

ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of

any task would be incomplete without mentioning the name of the people

whose constant guidance and encouragement has crowned all our effort

with success.

Firstly I would like to thank Dr. Ritesh Srivastava for giving us his precious

time and guidance that helped us a lot in completing this project.

Last but not the least I would like to thank all those people for their

immense co-operation who helped me in any way and without help of

these people this project never be completed successfully.

Amardeep Bardhan

Chocolates!!! Chocolates! Chocolates!

Every body has a liking for them, be they in the form of bar

Or a tiny little gem,

Or shaped like a rectangle,

Or a sphere, a brick or an éclair.

For chocolate lovers it is fun,

To have them during rain, breeze or sun.

They are white and brown in color,

And taste sweet and bitter

Some have them in a glass of cold coffee, or in the form of a toffee.

Some eat them when they are sad

Some relish them when they are happy or have sweet dreams,

But I feel, to have chocolates

We don’t need a reason,

‘Cause we can have it

Anytime, any season!

TABLE OF CONTENTS

History of Chocolate

Process of Making Chocolate

Ingredients of Chocolate

Company Profile

Business Plan & Strategy

Competitive brands in Market

SWOT Analysis

Cost Sheet

Analysis

Scope in Indian Market

Conclusion

Biblography

History of Chocolate: The origin of chocolate can be traced back to the ancient Maya and Aztec civilizations in Central America, who first enjoyed “chocolati” a much-prized spicy drink made from roasted cocoa beans. Throughout its history, whether as cocoa or drinking chocolate beverage or confectionary treat, chocolate has been a much sought after food.

The Aztec empire “Chocolate”(in the form of a luxury drink) was consumed in large quantities by the Aztecs: the drink was described as “ finely ground, soft, foamy,

reddish, bitter with chilli water, aromatic flowers, vanilla and wild bee honey. The dry climate meant the Aztecs were unable to grow cocoa trees, and had to obtain supplies of cocoa beans from “ tribute” or trade.

Don Cortes The Spanish invaded Mexico in the 16th century, by this time the Aztecs had created a powerful empire, and the Spanish armies conquered Mexico. Don Cortes was made captain general and governor of Mexico. When he returned to Spain in1528 he loaded his galleons with cocoa beans and equipment for making the chocolate drink. Soon “chocolate” became a fashionable drink enjoyed by the rich in Spain.

Chocolate across Europe An Italian traveler, Francesco carletti, was the first to break the Spanish monopoly. He had visited Central America and seen how the Indians prepared the cocoa beans and how they made the drink, and by 1606 chocolate was well established in Italy.

Drinking chocolate The secret of chocolate was taken to France in 1615, when Anne, daughter of Phillip 2 of Spain married king Louis 13 of France. The French court enthusiastically adopted this new exotic drink, which was considered to have medicinal benefits as well as being a nourishing food. Gradually the custom of drinking chocolate spread across Europe, reaching England in the 1650‟s.

First chocolate for eating Up until this point all chocolate recipes were based on plain chocolate. It was an English doctor, sir Hans‟s sloane, who- after traveling in south America- focused on cocoa and food values, bringing a milk chocolate recipe back to England. The original Cadbury milk chocolate was prepared to his recipe.

History:

The earliest record of chocolate was over fifteen hundred years ago in the central America rain forests, where the tropical mix of high rain fall combined with high year round temperatures and humidity provide the ideal climate

for cultivation of the plant from which chocolate is derived, the cacao tree. “ Chocolate is made from the cocoa bean, found in pods growing from the trunk and lower branches of the cacao tree, Latin name “ theobroma cacao” meaning “ food of the gods” Cacao was corrupted into the more familiar “ cocoa” by the early European explorers. The Maya brewed a spicy, bittersweet drink by roasting and pounding the seeds of the cacao tree with maize and capsicum peppers and letting the mixture ferment. This drink was reserved for use in ceremonies as well as for drinking by the wealthy and religious elite; they also ate cacao porridge. The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented from the raw beans, which again featured prominently in ritual and as a luxury available only to the very wealthy. The Aztecs called this drink xocolatl, the Spanish conquistadors found this almost impossible to pronounce and so corrupted it to the easier “ chocolat” the English further changed this to chocolate. The Aztec‟s regarded chocolate as an aphrodisiac and their emperor, Montezuma reputedly drank it fifty times a day from a golden goblet and is quoted as saying of Xocolatl: “ the divine drink, which builds up resistance and fights fatigue. A cup of this precious drink permits a man to walk for a whole day without food”.

Chocolate in Europe Xocolatl! or chocolat or chocolate as it became known, was brought to Europe by Cortez, by this time the conquistadors had learned to make the drink more palatable to European tastes by mixing the ground roasted beans with sugar and vanilla ( a practice still continued today), thus offsetting the spicy bitterness of the brew the Aztec‟s drank. The first chocolate factories opened in Spain, where the dried fermented beans brought back from the new world by the Spanish treasure fleets were roasted and ground, and by the early 17th century chocolate powder – from which the European version of the drink was made- was being exported to other parts of Europe. The Spanish kept the source of the drink- the beans- a secret for many years, so successfully in fact, that when English buccaneers boarded what they thought was a Spanish “ treasurer galleon” in 1579, only to find it loaded with what appeared to be “ dried sheep‟s droppings, they burned the whole ship in frustration. If only they had known, chocolate was so expensive at that time, that it was worth it‟s weight in silver ( if not gold), chocolate was treasure indeed ! Within a few years, the cocoa beverage made from the powder produced in Spain had become popular throughout Europe, in the Spanish Netherlands, Italy, France, Germany and – in about 1520 – it arrived in England. The first chocolate house in England opened in London in 1657 followed rapidly by many others. Like the already well established coffee houses, they were used as clubs where the wealthy and business community met to smoke a clay pipe of tobacco, conduct business and socialize over a cup of chocolate.

Back to the America’s Event‟s went full circle when English colonists carried chocolate (and coffee) with them to England‟s colonies in north America. Destined to become the united states of America and Canada, they are now the worlds largest consumers – by far – of both chocolate and coffee, consuming over half of the words total production of chocolate alone.

The Quakers The Quakers were, and still are, a pacifist religious sect, an offshoot of the puritans of English civil war and pilgrim fathers fame and a history of chocolate would not be complete without mentioning their part in it. Some of the most famous names in chocolate were Quakers, who for centuries held a virtual monopoly of chocolate making in the English speaking world – fry, Cadbury and row tree are probably the best known.

Its probably before the time of the English civil war between parliament and king Charles 1st that the Quaker‟s who evolved from the puritans, first began their historic association with chocolate. Because of their pacifist religion, they were prohibited from many normal business activities, so as an industrious people with a strong belief in the work ethic (like the puritans), they involved themselves in food related businesses and did very well. Baking was a common occupation for them because bread was regarded as the biblical “staff of life”, and bakers in England were the first to add chocolate to cakes so it would be a natural progression for them to start making pure chocolate. They were also heavily involved in breakfast cereals but that‟s another story. What is certain is that the fry, row tree and Cadbury families in England among others, began chocolate making and in fact Joseph fry of fry &sons (founded 1728 in Bristol, England) is credited with producing and selling the world‟s first chocolate bar. Fry‟s have now all but disappeared (taken over by Cadbury) and row tree have merged Swiss company nestle, to form the largest chocolate manufacturer in the world. Cadbury have stayed with chocolate production and are now, if not quite the largest, probably one of the best-known chocolate makers in the world.

Chocolate as we know it The first mention of chocolate being eaten in solid form is when bakers in England began adding cocoa powder to cakes in the mid 1600‟s. Then in 1828 a Dutch chemist, Johannes van houten, invented a method of extracting the bitter tasting fat or “cocoa butter” from the roasted ground beans, his aim was to make the drink smoother and more palatable, however he unknowingly paved the way for solid chocolate as we know it. Chocolate as we know it today first appeared in 1847 when fry & sons of Bristol, England – mixed sugar with cocoa powder and cocoa butter (made by the van houten process) to produce the first solid chocolate bar then in1875 a Swiss manufacturer, Daniel peters, found a way to combine (some would say improve, some would say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to produce the first milk chocolate.

Process of Making Chocolate Hundreds of pounds of fermented and dried cacao beans bundled in burlap sacks arrive at factories around the world everyday, ready to be turned into fine bars and cocoa powder. Over a period of about one to three days, the bean is transformed from tropical seed into treasured chocolate. Roasting After being cleaned, the cacao beans pass to the first critical step in flavor development at the factory: roasting. There

are two main approaches to roasting: roast the beans for a short time at high heat, which produces a strong chocolate flavor but eliminates any subtle, floral notes and risks the development of charred flavors from over-roasting, or roast the beans for a long time at low heat, which allows the more delicate flavors to come through but sacrifices the big, chocolate flavor. Winnowing — Getting Rid of the Shells After roasting, the beans are put through a winnowing machine which removes the outer husks or shells, leaving behind the roasted beans, now called nibs. Milling — Making Cocoa Liquor The nibs are then ground into a thick liquid called chocolate liquor, which essentially is cocoa solids suspended in cocoa butter. Despite its name,

chocolate liquor contains no alcohol. Pressing — Cocoa Powder and Cocoa Butter The processing now goes in a couple of different directions. Some batches of chocolate liquor are pressed to extract the cocoa butter, which leaves a solid mass behind that is pulverized into cocoa powder. The remaining cocoa butter is reserved to help in chocolate-making. Other batches of chocolate liquor are used directly to make chocolate.

The Beginnings of Chocolate To make dark chocolate, chocolate liquor, sugar and other minor ingredients such as vanilla are mixed together and kneaded until well blended. To make milk chocolate, milk and sugar are mixed together and then blended with chocolate liquor. This sweet combination of ingredients is stirred until the flavors are thoroughly combined.

Refining — Smoothing It All Out After being mixed, both dark and milk chocolates go through the same process. The mixture travels through a series of heavy rollers which press the ingredients until the

mixture is refined to a dry flake. Additional cocoa butter and a small amount of emulsifying agent are added to the flake and

then mixed to make a smooth paste ready for “conching.”

Conching — Kneading for Exquisite Flavor Conching further develops flavor by putting chocolate through a kneading process. The conches, as the machines are known, have heavy rollers that plow back and forth through the chocolate mass anywhere from a few hours to up to seven days. Tempering — Temperature Magic For A Perfect Product The mixture is then tempered, or passed through a heating, cooling and reheating process. Tempering allows you to solidify chocolate in a way that keeps it glossy, causes it to break with a distinctive snap and allows it to melt smoothly in your mouth.

Moulding — We're Getting Closer The mixture is then poured into moulds and cooled in a cooling chamber.

Finally — Something We Can Eat! Once cooled, the chocolate is demoulded, packaged for distribution and is ready for savoring.

Ingredients of Chocolate

Pure chocolate comes from Cocoa beans. A typical chocolate bar will also have:

• Sugar,

• Milk (if it's milk chocolate, not if it's dark),

• Cocoa Butter,

• Lecithin,

• Flavorings (like vanilla),

• Sometimes, Vegetable Oil

Exotic ingredients of chocolate GOOBERS CHOCOLATES:

• Sugar

• Cocoa Butter

• Cocoa Solids

• Peanuts

• Milk Solids

• Chocolate coated Raisins

• Almonds

• Vanilin

• Honey

Boston Baked Bean

Company Profile

The name of my company is Blumenthal Chocolate Company which introduced

GOOBERS in 1985 in India.

Initially, The Company was dealing in 2-3 types of spices and dry fruits only.

But later on it came up with an idea of chocolate coated peanuts with milk

chocolate.

In the year 1992, the CEO of Blumenthal Chocolate Company thought about

increasing the profit of the company with some bigger margins and making the

company bigger then ever. In the Year 1993 company had introduced the full

variety of chocolate like dark chocolate, chocolate enriched with dry fruits etc.,

and also he started exporting them to neighboring countries. At that time

Blumenthal Chocolate Company was the only company who was there in Indian

Market with full varieties of dark chocolate, chocolate with dry fruits, wafer

chocolate, bar chocolate etc.

In the year 1995, This Company got listed in NSE. Now, in the year 2009, after

reading the Indian booming food industry, The Company has decided to launch

a new Chocolate (only in Indian market) by the name of “GOOBERS”. This

chocolate is a unique in its category which is has peanuts coated in milk

chocolate with butter, caramels, dry fruits and honey in it. This chocolate is

available in different packs of 15 grams, 35 grams, 65 grams and JUMBO pack of

125 grams. This chocolate is especially launched in a way so that it suits the

middle class pocket and even low call of people as well. The JUMBO pack of this

chocolate is the biggest chocolate available in the Indian market.

Business Plan & Stretegy

Since the GOOBERS CHOCOLATES has been launched under the brand name

Blumenthal Chocolate Company, so the company has the advantage of easily

poisoning of GOOBERS CHOCOLATE on such competitive market.

Firstly to attract the target audience towards the chocolate product the company

will place a low promotional price for the chocolate for time being and will also

distribute some free sample in the market to make feel the audience of the

caramelized taste of milk chocolate coated peanuts.

The target audience for this chocolate is the younger generation, children and

also middle age groups who like chocolate. Also the company has decided to

launch this chocolate before Christmas so that the audience can taste it earlier

and then can gift it to their near and dear ones on the occasion of Christmas and

New Year. Also the company will launched the „Santa Gift‟ pack for Christmas

and „New Year‟ pack of GOOBERS CHOCOLATES which contains the dry fruits

and the GOOBERS CHOCOLATES. These packs are especially designed to be

sold at the time of Christmas and New Year.

Before Christmas and New Year, the Company has planned to launch the small

pack worth Rs 5 and Rs10 so that the audience are intended to purchase Goobers

chocolates. There will be some offer also associated with the purchase of two

packs of GOOBERS CHOCOLATES.

GOOBERS CHOCOLATES main concern is advertisement and the promotion,

and then making sure the consumers get a nice tasting, good quality product. No

other chocolate bar is similar to this, making it almost certain that this bar will

occupy its own market segment and make it something different from other

confectionaries. If promoted correctly, stressing the point that the, the bar will be

a big hit in stores and adding the factor that it is healthier will arouse people‟s

attention and curiosities.

Since it is the first Chocolate with a Milk chocolate coated peanuts and other dry

fruits in it so it‟s already a added benefit for the Chocolate.

The main thing that GOOBERS CHOCOLATES should try to do is make the

consumers think this bar is so different and special compared to regular

chocolate bars that they will need to try it in order to see if this is true or not, and

arouse a sort of craving for the bar that will secure sales for years, if lucky. If

executed correctly, this strategy will ensure a good entrance to the market and

GOOBERS CHOCOLATES will soon have a successful new chocolate on the

market that will ensure sales and let GOOBERS CHOCOLATES reap profit from

it.

If all the above written plans goes well then the GOOBERS CHOCOLATES will

get better positioning in the market.

Competitive Brands in the Market

NESTLÉ

Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With seven factories

and a large number of co-packers, Nestlé India is a vibrant Company that

provides consumers in India with products of global standards and is committed

to long-term sustainable growth and shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its

business and expects the same in its relationships. This has earned it the trust

and respect of every strata of society that it comes in contact with and is

acknowledged amongst India's 'Most Respected Companies' and amongst the

'Top Wealth Creators of India'.

Various brands of Nestle available in the market –

NESTLÉ KIT KAT

NESTLÉ KIT KAT LITE

NESTLÉ MUNCH

NESTLÉ MUNCH POP CHOC

NESTLÉ MILKYBAR

NESTLÉ MILKYBAR CHOO

NESTLÉ BAR-ONE

NESTLÉ FUNBAR

NESTLÉ Milk Chocolate

POLO

POLO Powermint

NESTLÉ Eclairs

CADBURY

Cadbury is the world's largest confectionery company and have a strong regional

presence in beverages in the Americas and Australia. With origins stretching

back over 200 years, today their products - which include brands such as

Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne,

Bubblicious and Bassett - are enjoyed in almost every country around the world.

We employ around 60,00 people. Their heritage starts back in 1783 when Jacob

Schweppe perfected his process for manufacturing carbonated mineral water in

Geneva, Switzerland. And in 1824 John Cadbury opened in Birmingham selling

cocoa and chocolate. These two great household names merged in 1969 to form

Cadbury Schweppes plc. Since then they have expanded their business

throughout the world by a programme of organic and acquisition led growth.

Concentrating on their core brands in beverages and confectionery since the

1980s, they have strengthened their portfolio through almost fifty acquisitions,

including brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne,

Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.

- It employ 60,000 people in over 200 countries

- Worlds No 1 Confectionery company

- World's No 2 Gums company

- World's No 3 beverage company

CADBURY CHOCOLATES

Dairy Milk

5 Star

Perk

Celebrations

Temptation

Eclairs

Gems

SWOT Analysis

Strengths:

• Almost 80,000 employees are working for the company

• The company is a respected employer that values its workforce.

• It is cheap in comparison to other chocolates.

The company provides better quality of chocolate at competitive prices.

Weaknesses:

• Transportation and its costs giant because of the company‟s size.

• Production costs are high.

• A lot of work just to keep the company running in an orderly and

organized fashion

• Quality of new products is automatically expected to be very good

• It causes health problems.

Opportunities:

• Expansion into every country around the world.

• Increase in control over their market segment.

• Acquisition of more famous and well known brand names.

• Expand product range in order to target multiple user groups.

• Production of sugar-free chocolates.

Threats:

• Increased international taxes on goods, especially beverages and

confectionary goods.

• Rise of transportation prices.

• Other companies such as Cadbury and Nestle who also strive for market

leadership.

• Change in laws that inhibit production or sales in any way.

COST SHEET

For the month of December

Total Output = 4,50,000 units

Particulars Cost Per Unit Total Cost

Raw material

Sugar = 3,00,000

Cocoa Butter= 3,00,000

Cocoa Solids = 3,20,000

Peanuts = 2,00,000

Milk Solids = 2,00,000

Chocolate Coated Rasins= 4,00,000

Almonds= 3,00,000

Vanilin= 1,00,000

Honey= 50,000

Boston Baked Bean= 1,50,000

5.16

23,20,000

Direct Labour= 7,00,000 1.56 7,00,000

Carriage on Material= 2,42,500 0.53 2,42,500

Prime Cost:- 7.25 32,62,500

Factory expenses:-

Fixed –

Depreciation on Plant and Machinery= 2,57,500

Rent= 1,50,000

Power and Consumable Stores= 1,50,000

Factory Insurance= 1,50,000

Supervisors Salary= 50,000

Variable –

Electricity Charges= 50,000

2.35

10,57,500

Power and Consumable Stores= 1,00,000

Running Expenses of Machine= 1,50,000

Factory Cost:- 9.60 43,20,000

Office and Administration Expenses

Office staff salary= 10,00,000

Rent= 80,000

Computer= 1,20,000

Furniture= 3,00,000

Telephone= 10,000

Carriage outward= 20,000

Depreciation on furniture= 50,000

Salaries to administrative staff= 3,70,000

Rent, rates, and taxes= 30,000

4.40

19,80,000

Office and Administration Cost:- 14.00 63,00,000

Selling & Distribution Expenses Advertisement (Print and by local T.V.

channels)= 4,00,000

Petrol= 1,00,000

Delivery vehicles= 2,50,200

Maintenance of delivery vehicles= 49,800

Packing rates= 50,000

Bad Debts written off= 1,00,000

2.00

9,00,000

Total cost 16.00 72,00,000

Net Profit (20% on selling price) 4.00 18,00,000

Sales 20.00 90,00,000

Analysis The GOOBERS CHOCOLATES will be introduced in the market with a

competitive edge that it is under the banner of BLUEMENTHAL

CHOCOLATE COMPANY. The goodwill of the BLUEMENTHAL

CHOCOLATE COMPANY will help the GOOBERS CHOCOLATES to get

the market captured in a shorter span of time.

The chocolate will be launched just before Christmas and New Year so the

time is perfect to gain the market in max.

The company is producing 4,50,0000 units of chocolates at the rate of Rs. 16

for which we are incurring the total cost of Rs. 72,00,000 and the total sales of

Rs. 90,00,000which implies that we are having the profit of Rs. 18,00,000.

The company is producing a single unit of chocolate at the rate of Rs. 20

which includes the cost of chocolate as Rs. 16 which again implies that the

profit of Rs. 4 is gained on the single unit of chocolate.

Since the company is earning some percentage of profit above the cost it

means increasing cost can be the favorable condition for the company.

Since the company is earning some amount of profit so our business is a

feasible to launch over.

The punch line of GOOBERS CHOCOLATE is “MELTS IN YOUR MOUTH,

NOT ON YOUR HANDS” will make people to get attracted towards the

chocolate. Also the Pack is designed in such a way like a king of all chocolates

is sitting in the shop.

Scope in Indian Market

This chocolate has a great scope in Indian Market as it is a different kind

of product amongst all other chocolates present under different brands.

GOOBERS CHOCOLATE is cheaper than Fruit n Nut, Crackle and

Temptation which is an added benefit to the company.

The chocolate will be launched before Christmas and New Year with

attractive packing and with offers so the chocolate will capture the market

quickly.

As according to some survey in India it is found that 90% of people

consume chocolates and 42% consumers are of age group 10-20 and 33%

consumers are of age group 21-30, thus this chocolate has a great scope in

India.

It is also found from the survey that the most important aspect of the

consumers they keep in mind before purchasing chocolate is the Flavor,

Quality and Packing and the GOOBERS CHOCOLATE has priorised this

aspects the most to capture the market and compete with the chocolate of

same kind.

Conclusion

As we compare my company product with some other company‟s product, the

chocolate may seem to be same as other chocolates existing in the market but it

has a distinct taste of its own and also the main difference is the marketing

strategy and the profit margin ensured. As we know if strong competitors are

already exist in the market, it gets really very tough to enter into the market.

Instead of all these if we give value for money product to the customers, we can

definitely compete with the competitor‟s and can draw the positive attitude of

the customer towards the product.

Biblography

www.allchocolate.com

www.wikipedia.com

www.google.com www.cadbury.com www.nestle.in www.reviewstream.com www.mouthshut.com

"Hmmmmmmmm......

Getting hungry yet?

Make time for your

favorite chocolate

today!"

GOOBERS CHOCOLATE

MELTS IN YOUR MOUTH, NOT ON YOUR HANDS