Marketing Project - Product Lunch Chocolate

Acknowledgement
We owe a great many thanks to a great

many people who helped and supported us
during the writing of this text. Our deepest
thanks to Sir Ahsan, the Guide of the project
for guiding and correcting various documents
of us with attention and care. Thanks and
appreciation to the helpful people for their
support. We also extend our heartfelt thanks
to our classmates and well wishers.
A PROJECT ON :
CHOCOLATE
Group Members:
Umer Sajjad
MBAR143046
Muhammad Talha Tahir
Muhammad Mehdi
MBAR143061
CHOCOLATE
Product Name
Punch Line
Pleasure
Logo
Bite
Pure Chocolate Pure
Slogan
Explode Your Taste Buds
Why This Product?

The product is Chocolate Bar
In Pakistan confectionery and chocolate industry has enjoyed an emerging
and growing trend from past few years. The industry has grown with an
average annual rate of 6.5% to 7.5% during past 4years. 40% - 57.8% of
total population of Pakistan are the consumer of the confectionery and
chocolate. From which, the maturity is up to Teenagers and below 12years.
Mostly, Increase in chocolate consumption rate take place on different
occasions,
like:
Valentine Day (By Teenagers)
EID
And other special occasions
MISSION STATEMENT:
Our purpose is to creating superior value
for our customers and employees, to help
them to live healthy lives
Value
Natural taste.
Quality.
Reasonable rates
MISSION STATEMENT:
Become a brand to whom people
love
SWOT Analysis
Strength
Strong management team
Strong Supplier chain
SWOT Analysis
Weakness
Lack of finance resources

Lack of new technology and method
Single manufacturing unit
SWOT Analysis
Opportunities
Cover the near areas of Islamabad like: RWP

rural areas.
SWOT Analysis
Threats
Many big players have major position in the
market like: Cadbury, nestle and Kit Kat etc.
Competitors
BCG MATRIX
Target Marketing
Segmentation
Market segmentation is the process in marketing of dividing

a market into distinct subsets (segments) that behave in
the same way or have similar needs
Variables Used for Segmentation
1)
2)
3)
4)
Geographic
Demographic
Psychographic
Behavioural
Geographics
Islamabad. (Capital territory)

Islamabad population is 1.67 million (2011
Census)
The majority of the population lies in the age
group of
37.90% is below the age of 15.
1564 years, around 59.38%.
Only 2.73% is 65 years.
Continued..
World Region:
Pakistan.
Country Region:
North East.
Metro Size:
Major City Islamabad and Rural Areas
of
Rawalpindi
Demographics
Our product in aiming most of its sale at the

younger market.
Our main age group is from Younger than 8.
After making market general survey.
Results:
over 74% admit it that they want new type of
chocolate bar.
20% satisfied with old ones.
6% are not sure.
Continued..
Age:
Younger than 8
Gender:
Boys and Girls
Family Size
1-2,3-4,5+
Income:
None
Psychographics
Social Class:
Middle Class, Upper Middle Class.
Life Style:
Achievers and Strivers.
Personality:
Every personality.
Behavioral
Occasions:
Regular occasions
Benefits:
Quality
Attitude toward Product:

Positive
PEST Analysis
Political Factors
Our
product launching can be successful if we

follow all the laws and regulations of health and
safety and lunch our product in a competitively
stable political environment like in Islamabad.
Economic Factors
The economic factors which should be considered

before launching our product are interest rate,
GDP, consumer spending power which if we
consider our target group i.e. people of all class,
can spend money to buy chocolate
Social Factors
The social factor which should be considered are

ethnic and religious issues which should be given
due importance while making Ads of our product.
The language commonly used in Pakistan is
English or Urdu so we have to use this as a source
of communication
Technological Factors
Internet usage is also very much. The

technological change is happening very fast so
we have to continuously update our product
making and advertising techniques
Porter Five Forces
Bargaining Power of
Customers
High competition of chocolate industry

Large number of customers
Bargaining Power of
Suppliers
High competition among supplier

Critical production inputs are similar
Low cost switching suppliers
Competitive Rivals
Our competitors are Kit Kat, Cadbury

Large industry size
Threat of New Entrants
Strong distribution network required

High capital requirements
High sunk costs limit competition
Threats of Substitutes
The threat of substitute is very low as chocolate

has become a need for nowadays and there is no
substitutes for chocolate except mathi which
people eat very rarely.
Positioning
We will provide small separate refrigerator in

every shop for display and promote bite chocolate
Product Identification
As our product is new in existing market thats

why it comes in product development.
Value Addition
New in Flavor (Chocolate with Fig & Nuts)

New in taste and Quality.
Distribution Channel
Advertising
For our brand ambassador we will endorse Fawad

Khan.
Continued..
We will advertise our product on

Newspaper.
Billboards.
T.V ads.
Radio.
Social media.
Broachers.
Societal Marketing
Concept
We believe that our first responsibility is to

provide maximum benefits/value to whole society.
The packaging of this product is made from
recycled paper which will help in maintaining the
environment.
In our targeted area we will provide free dustbins
to CDA with our logo to place them into public
places i.e Parks
Continued..
We will donate Rs 1.50 on every pack to Edhi

Homes Islamabad
Pricing Strategy
We are doing value base pricing and our prices

would be:
Small Bar
= Rs. 10
Medium Bar
= Rs. 35
Large Bar= Rs. 90
Pricing Policy
Adopt sale oriented objective

Have one price policy to maintain a goodwill
among customers
Apply the concept of providing quality product at
optimum price
Provide lucrative discounts, deals and schemes
Branding
Name: Bite
Tagline: Explode your tastebuds
Packages
If you buy Box of Large Bar youll get 20% Off.

If you go for box of Medium Bar, 15% will be Off.
Gift stickers are discussed above, to attain
customers loyalty.
Promotion Plans
For promotion of our product we have planned to

visit all mega stores over Rawalpindi and
Islamabad and we will give them free samples of
chocolate so that they taste it and approve it.
We have also planned to make a stall of our
product in all big markets of Islamabad.
At the stalls we would also be distributing
brochures for our product.
This promotion plan would be for 10 tens and we
have planned to sell 1000 Chocolates.
Budget for our Promotion
Broachers and Banners will cost: Rs. 8000
Stall rack will cost: Rs. 4000

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Acknowledgement

We owe a great many thanks to a great

Explode Your Taste Buds

Why This Product?

Strong management team

Strong Supplier chain

Lack of finance resources

Cover the near areas of Islamabad like: RWP

Market segmentation is the process in marketing of dividing

Variables Used for Segmentation

Islamabad. (Capital territory)

Our product in aiming most of its sale at the

Attitude toward Product:

product launching can be successful if we

The economic factors which should be considered

The social factor which should be considered are

Internet usage is also very much. The

Porter Five Forces

High competition of chocolate industry

High competition among supplier

Our competitors are Kit Kat, Cadbury

Threat of New Entrants

Strong distribution network required

The threat of substitute is very low as chocolate

We will provide small separate refrigerator in

As our product is new in existing market thats

New in Flavor (Chocolate with Fig & Nuts)

For our brand ambassador we will endorse Fawad

We will advertise our product on

We believe that our first responsibility is to

We will donate Rs 1.50 on every pack to Edhi

We are doing value base pricing and our prices

Adopt sale oriented objective

If you buy Box of Large Bar youll get 20% Off.

For promotion of our product we have planned to

Budget for our Promotion

Broachers and Banners will cost: Rs. 8000

Stall rack will cost: Rs. 4000

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