Giggles Confectionaries.ppt2
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Transcript of Giggles Confectionaries.ppt2
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Presented By
CEO: Mr. Jayesh MD: Mr. Nikhil
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R & D Heads
Mr. Amit Mr. Dinesh
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,a
Production Head: Miss. PritiPR Head: Miss. Hema
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Marketing Heads
Miss. SonaliMiss. Swati.
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Marketing
Head: Miss. Nivedita
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Company profile
Giggle confectionaries is a new
company entering the confectionarymarket.
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Company contact
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Objective
To introduce innovative and uniqueproduct in chocolate market.
To create a brand name.
To be a market player.
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Vision Statement
To create a world class manufacturing
company and give our customers a very
innovative chocolate product. We wishto target the urban market by having a
very competitive price.
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Mission statement
We wish to create a team of dedicated
experts in the related field to ensure
Total Quality Management (TQM). Wewish to have a strong business valuesystem which will helps us to do fair and
ethical business practice.
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Company values
Honesty
Accountability
PerformanceResponsibility
Quality
Integrity
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Our Purpose
To create unique product
To capture the market
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Our Product
CHOCOSPLUTTERTaste the Blast
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About Chocosplutter
Its an object of fantasy
It is made up of chocolate and fruitflavored sugar crystals.
Sugar crystals help the chocolate toburst into our mouth.
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Unique Selling Proposition: USP
Floured sugar crystals in the centre of
the chocolate which after melting into
the mouth splutters and crackles.
A new and untouched concept.
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Features
Chocosplutter contains sugar crystals atthe center, which burst into your mouth.
Chocosplutter comes indifferent flavorsof sugar crystals i.e. Mango, lemon,
orange, strawberry, etc.
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Benefits
The chocolate when burst in the mouthgives surprise to people, and makes
them want to have more and more.
The fruity sugar crystals contain
Vitamins.
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It interests all the age groups.
Its a new and unique experience.
Economical.
Natural preservatives.
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Chocosplutter ingredients
Chocolate
Sugar crystals
Natural fruit flavourNatural preservatives
Surprise element
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Product variants
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Supply Chain
Manufacturer
DistributerRetailer
Consumer
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Market Research:Questionnaire
Questionnaire is targeted to the peoplefrom age group of 10 to 25.
It is asked to both male and females.
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How often do you buy chocolates?
h f i b d f
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Whats your favorite brand of
chocolate?
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Where do you usually buy chocolatesfrom?
W ld b i t t d i t i
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Would you be interested in trying newchocolate?
Whi h f h filli d f i
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Which of these fillings do you prefer ina chocolate?
D f h l i d
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Do you prefer chocolate in roundshape?
h ld b illi
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How much would you be willing topay for a standard size of
chocolate (eg.100gm)?
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What special offers do you prefer?
Wh i h f i
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What is that attracts you for trying anew chocolate?
Wh d ll h t ith
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Where do you usually hang out withyour friends/ family?
h f f d i i d
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What form of advertising draws yourattention?
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What type of TV channels do you prefer to
watch?
Which social networking sites do you
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Which social networking sites do youvisit the most?
Would you be interested in trying a
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Would you be interested in trying anew chocolate launched by a new
company?
If the new chocolate brand is
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If the new chocolate brand isproviding you with a totally new
experience, then would you buyit?
Th M j Pl I Th
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The Major Players In TheConfectionary Market
Cadburys India Limited
Nestle India
The Gujarat Co-operative Milk Marketing
Federation (GCMMF) AMUL
db di i i d
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Cadburys India Limited:
First leader in the confectionary productswith 70 percent of its share
Chocolate brands: Dairy Milk, Five Star,Gems, clairs, and Perk
Cadburys Dairy Milk is the flagship brand
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Oldest and strongest player
68 per cent value share and 62 per centvolume share of the total chocolate market
N l I di
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Nestle India:
Nestle forayed into chocolates &confectionery in 1990
Has cornered a fourth share of the Chocolate
market in the countryIt is oldest food MNC operating in India
A chocolate contributes 14% to Nestls
turnover
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Brands: Milky Bar, Marbles, Crunch, Nestle
Rich Dark, Bar-One, Munch, Nestle ChocoStick Milky Bar and Kitkat.
The Kitkatbrand is the largest sellingchocolate brand.
Th G j t C ti Milk
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The Gujarat Co-operative MilkMarketing Federation (GCMMF)
AMULAn important player in this growing chocolate
industry.
Very little marketing efforts in the past.
Now things have been changed.
New product launch and new packaging.
Segmentation
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SegmentationMAIN DIMENSIONS VARIABLES BREAKDOWNS
Geographic segmentation Region Mumbai, Pune
Density Urban and suburban
Demographic segmentation Age Targeting 10-25 years old.
Gender Universal
Behavioral segmentation Buying motives Economy , convenience,
prestige etc.
Usage rate Heavy users, medium users,
light users and non users.
Readiness stage Awareness and interest.
Consumer Profile
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Consumer Profile
Name: Rahul R.
Age: 21 years
Occupation: MBA student
Income: 5000/month (Pocket money)
Location: Urban
Personality: Risk taker, impulsive, enthusiastic,experimenter.
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Lifestyle: Fast, traveler, value quality and
convenience, technology freak, spendmajority of time traveling and on socialnetworking.
Activity: Movies, hang out with friends in freetime, visiting malls.
Positioning
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PositioningHigh quality
Low price
Low quality
High price
Chocosplutter
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SWOT Analysis
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Strength:
Innovative property of bursting in the
mouth.Competitive price.
Eye catching packing.
Weakness:
New company and new product.
Many competitors.No brand loyalty.
Lack of experience in this field.
Opportunities:
Reasonable as compared to others.
The active participation of people.
Large market share waiting.
Threats:
Competition with multinational companies.
New taste and experience may not appeal
the consumer.
Competitors copying on the idea andcoming up with new innovation.
SWOT
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4 Ps
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Product
Features
Benefits
USP
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Size: 15gm 1 piece.
Packaging: Primary and Secondary.
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Price
The price is flexible and reasonable.
One piece for Rs.5
Two pieces for Rs.10 Four pieces for Rs.20
Ten pieces for Rs.50
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Place
Target Market: Mumbai, Pune, Bangalore andthe other Metropolitan cities
Test Market: Mumbai & Pune
Place of Production: Mumbai.
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Promotion
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Promotions for Retailers and
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Promotions for Retailers andDistributors.
Small cold storage for our product.
10% extra to our distributors as an incentive.
Promotions for Consumer
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Promotions for Consumer.
Surprise Gift promotion in malls and otherplaces.
Free samples to consumers.
Contest with children.
School promotions and collage promotions.
h i l i i i
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Other promotional activities.
Tie up with Big Bazar.
Small stalls at various malls.
Collect 10 wrappers and win a gift hampercontest.
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Promotional activities through media
In Electronic media
Television
Radio
Internet
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Television
Main target: Music channels, Cartoonchannels, Hindi commercial channels.
Also advertisement would be shown onEnglish commercial channels.
Prime time slot.
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Radio
Radio Mirchi
Radio One
Red Fm
Time: Prime spots (morning, evening &
night)
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Creative's for Internet, Print andOutdoor
Pre launch
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Pre-launch
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Post-launch
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Internet
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In Print media
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In Print media
Newspaper and Magazines
Comics
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Newspaper
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Comics
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Magazines
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Outdoor Ad Campaigns
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Chocosplutter mint
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Chocosplutter mint
Future Plans
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Future Plans
Launching more innovative chocolateproducts.
To increase sale.
Making our products available ininternational market.
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Thank you