CHOCYUMM

RABIA ZULFIQAR
RABIA SHARFI

CONTENTS
INTRODUCTION
PRODUCT CATEGORY
BRAND ELEMENTS
BRAND MANTA
BRAND PROMISE
BRAND EQUITY MODEL
BRAND ASSOSIATIONS
BASIC SEGMENTATIONS
TARGET MARKET
BRAND POSTIONING
4 PS
CONCLUSION

INTRODUCTION
The industry as a whole can be divided between two
broader sectors namely organized sector (branded
segment) and un-organized sectors (generic
segment).
The industry has grown with an average annual rate
of 6.5 to 7.5 % during 2006-2013
The branded segment is more of monopolistic in
nature where there are nine prominent, active
players in the competitive landscape of this sector.
However 80% of the industrys share is being
enjoyed by the five companies

COMPANY NAME

Hilal
26%
Ismail Industries Ltd.(Candyland)
21%
B.P sweets
13%
Cadburys
11%
Kidco
9%
Mayfair
6%
Mitchells(only Confectionery & Chocolates)
5%
DanPak
5%
Sweet Hills
4%

PRODUCT CATEGORY

REASONS FOR CHOOSING CHOCLATE INDUSTURY

Chocolates which use to be unaffordable is now considered midpriced.

Branded chocolates have become more popular.
Mithai is becoming the substitute of chocolates
Instead of buying sweets on festivals people prefer to buy
chocolates.
Chocolate contains essential trace elements and nutrients such
as iron, calcium and potassium, and vitamins A. B1, C, D, and E.
Cocoa is also the highest natural source for Magnesium.
Cancer Fighter
High in Antioxidants

BRAND ELEMENTS
BRAND NAME :
Chocyumm
LOGO :

 SLOGAN:
The Tenderous
Temptation
JINGLE
PACKAGING
LABELING

CHOICE CRITERIA

MEMORABLE
MEANINGFULL
LIKEABLE
ADOPTABLE
PROTECTABLE
TRANSFERABLE

BRAND MANTRA
Brand function: delight
Descriptive modifier: quality
Emotional modifier: traditional

BRAND PROMISE

The promise for chocyumm will be

about delivering more than
chocolate. It will promises a cure
for hunger. And a healthy eating
experience.

BRAND EQUITY MODEL

BRAND ASSOSIATION
CORE
SECONDRY

love chocolate
Gift

Hunger

Taste
sugar free

healthy
Quality
celebration
Cofee
Logo

Family oriented

BASIC SEGMENTATION OF CHOCYUMM

Demographic Segmentation
Age
Family Life cycle
Income
Geographic Segmentation
Region
Climate

 Behavioral Segmentation
Occasions
Benefits
Psychographic Segmentation
Life style

TARGET MARKET

CUSTOMER PROFILE

Young
Old
Loves chocolate
Diabetic
Family-oriented
Fun
Middle Class
Healthy

BRAND POSTIONING

POINTS OF PARITY

Used for snacking or baking

- Sweet and indulgent
- Consistent quality
- Associated withEvents and
occasions
.- Enjoyed by people of all ages
- Variety of types
-Constant innovation in market
campaigns

POINTS OF DIFFERENCTION
Fortune messages/quotes inside
wrappers
2 layers packaging(Allimumium
foil, paper cover,)
Excellent distribution system
Loyalty card

MARKETING ENVIRONMENT
FORCES IMPACTING
PRODUCT/SERVICE IN
CHOCLATE BAR INDUSTRY

PRODUCT STRATEGY
Product Line
Chocyumm chocolate will be
available in a variety of flavors, and
types. However, a smaller product
line will be introduced into the
market during the first 5 years We
will be dealing in the manufacturing
of 2 products

Product A

Product B

Choclate + Cofee

Choclate Sugar

PROMTION STRATEGY
PUSH STRATEGY :
Trade show promotions to encourage
retailer demand
Negotiation with retailers to stock our
product
Efficient supply chain allowing retailers
an efficient supply
Packaging design to encourage
purchase
Point of sale displays

PULL STARATEGY
Local news papers
Sales Promotion (free sampling)
Local TV channels
Through pages and account on
Social Networking Sites (Facebook &
Twitter)
Magazine ads

FLYER

LOYALTY CARD

MAGAZINE AD

ELECTRONIC AD

VIDEO

PRICING STRATEGY
Penetration Pricing:
Price set to penetrate the market
Low price to secure high volumes
Suitable for products with long
anticipated life cycles
Competitive pricing strategy

PLACEMENT STRATEGY
As we will be new in market so
first of all we will more emphasize
on push strategy for placement but
we will not ignore the pull strategy
at all. And after strengthening of
our customer loyalty we will adopt
pull strategy with a very little bit
emphasize on push strategy

CONCLUSION
After applying all the branding concepts we
will be able to make our brand the leading
chocolate brand among its competitors,
because of its taste, quality, packaging,
advertisement and innovative leveraging
ideas.
Chocyum will reinvent the chocolate
experience for individuals andtakeout
customers with discretionary income by
selling high quality, innovative products at a
reasonable price, and designing tasteful
experience