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Industry Overview Company Overview Competitor Analysis SWOT Analysis Segmentation, Targeting and Positioning Porters 5 Forces Analysis

Product Level Marketing Mix (4Ps) Advertising Strategy Bibliography

India 2nd largest food producer 5th largest industry in terms of production, consumption, export & expected growth

Processed Food 2% of Food Consumption


Prevention of Food Adulteration Act Food & Safety Standards Act

Global Chocolate Market - $85 billion Indian Chocolate Market - INR 3200 crore CAGR 18% to 20% Per capita consumption - 120g Over 70% consumption takes place in urban market Priority Market Upper Middle & Upper Class Premium Chocolate 10% (CAGR 30% to 40%)

Chocolate Consumption in India

12%

47%

Children Young Adults Adults

41%

Market Share - Major Players

10%

20% Cadbury Nestle 70% Other

Luxury Swiss Chocolates manufacturers. Mission - To take a leading position in the quality chocolate segment across all markets. Distribution and Sales Network on 4 continents. Has been in existence for more than 160 years in the market. Imported in India by Narang Group.

Six production sites in Europe and Two in USA. 18 wholly owned subsidiary companies and many independent distribution partners. Main markets are Germany, Italy, Switzerland, France, North America. Has the ace tennis player Roger Federer as its brand ambassador.

Brand Name

Strengths

Quality
Innovative Wide product range Increasing Purchasing Power of consumer

High production cost

Weaknesses

Distribution system to be expanded Cross culture differences

New Target market Few players

Opportunities

Online retailing Licensing and partnerships Growth in the premium chocolate segment Occasions and festivals

Intense competition

Threats

Govt. policies and regulations for foreign organizations Inflation and rising raw material cost Fluctuating consumer preferences

Geographic (Tier I and Tier II cities)

Segmentation

Age Income Behavioral-Daily Use, Special Occasions Age group 15-40 years

Targeting

Middle and Upper class with sizeable disposable income.

Working professionals and businessmen.


Premium chocolate at an affordable price

Positioning

Superior quality creamy , soft and silky Suitable for every occasion such as festivals, gifting as well as daily use

Bargaining power of Supplier

Bargaining power of Buyers

LOW
Intensity of Rivalry

LOW HIGH

Threat from Substitutes

Threat from new entrants

HIGH

MODERATE

Core Product

Actual Product
Brand Name Quality Packaging

Augmented Product Feedback from customers

Product Price Place Promotion

Lindt Honeybee
Milk based chocolate with high grade honey added to give it silky texture and natural sweet taste

Gemy Choco Comes in dark, milk,dark solid, caramel and, peppermint

flavors.

Butterlicious Chocolate Bittersweet cocoa, liquor, sugar, cocoa butter and butter oil

Meltomania Miniature marshmallows,dried milk,cocoa, whipped cream, candy canes

Product

Price

Lindt Honeybee

Gemy Choco

Butterlicious

Meltomania

Price (50 gms)

70

60

75

90

Price (200 gms)

260

220

280

340

Along with these we will provide two assorted packs

Pack of 4 : Consists of one piece of every flavor priced at 300 Party or festival pack: Which is priced at 600 and consists of eight assorted pieces of flavors.

Distribution of product is selective Exclusive retail outlets Distribution through Hypermarkets Online retail through company website Tie up with Hotels, airlines and outlets like Caf coffee Day, Barista etc.

Tie up with major E-Commerce sites.

Pick your own flavor outlets in shopping malls.


Providing free delivery with personal messages on special occasions through Lindt website.

Serving our product as a welcome gesture in five star


hotels as well as on Airlines. Advertisement at the time of special occasions i.e

Friendship day, Diwali, Valentines day, Christmas,


Rakshabandhan etc.

USP : Free home delivery for any order of 300 and above. Advertising budget: 1. Shooting of Commercial- Around 3 crores 2. Telecast at prime time - 2.5 Crores for 30 seconds Duration: The first Advertising campaign will run for six months Tagline: Log Khaas, Mauka Khaas to unka Meetha Khaas!!!!!!! Regular Advertisement at the time of festive seasons.

http://www.cci.in/pdf/surveys_reports/food-processing-india.pdf http://mofpi.nic.in/images/ar11-12.pdf http://www.business-standard.com/india/news/kit-food-processing-industryin-india/456812/ http://articles.timesofindia.indiatimes.com/2012-0709/news/32603679_1_chocolate-industry-sanjiv-obhrai-dairy-milk http://www.marketresearch.com/Netscribes-India-Pvt-Ltd-v3676/BrandedChocolate-India-6795080/ http://economictimes.indiatimes.com/news/news-by-industry/consproducts/food/chocolate-consumption-in-india-trebles-since2005/articleshow/14523181.cms http://fnbnews.com/article/detnews.asp?articleid=30106&sectionid=4 http://www.just-food.com/analysis/kraft-eyes-taste-of-success-in-india-withtoblerone-launch_id119745.aspx http://pitchonnet.com/blog/2012/07/18/cadbury-positions-new-additiontoblerone-as-gifting-brand/ http://www.business-standard.com/india/news/premium-chocolates-take-offin-india/406293/ http://www.guardian.co.uk/business/interactive/2010/jan/20/cadbury-kraftnestle-mars-ferrero