BST PROJECT

PRODUCT– CHOCOLATE

By A. Diya 12c

1) WHY HAVE I CHOSEN CHOCOLATES?

Because everyone in today's society, from the elderly to little
children as young as two years old, is in love with chocolate, I
decided to make chocolates my product. It is inexpensive, easily
accessible, and may be kept in storage for several months. The
global market is dominated by functional goods and sugar-free
treats like chocolate.
Due to the extreme levels of social consciousness, chocolates
are slowly replacing "mithai," or traditional Indian sweets, in
India. People prefer well-wrapped luxury chocolate presents
instead of sweets on occasions and holidays. There is no
doubting how adored chocolate is as a food item.
It is a long trend that one never gets bored of chocolates,
children love consuming it, youth give them as gifts on various
occasions, parents buy them for their children, meanwhile aged
people like to have them as after dinner sweet. Chocolate is the
most popular and widely loved treat in the entire world.
My major goal in selecting chocolate is to create bars that are notably
tastier, healthier, diet-friendly, calorie-free, and sugar-free.
2. What are the five competitive brands that exist in
the marketing?
BRAND 1 – CADBURY
Cadbury India Ltd began its work way back in 1948 by importing
chocolates. Today they are the unbeatable leader in the Indian chocolate
market with some of its famous iconic product’s like Cadbury Dairy Milk 5
Star, perk, celebrations, gems, halls, and eclairs. The original Dairy Milk
bar with the logo of a glass and a half of fresh milk was launched in 1905.
Variant bars include Caramel, "Fruit & Nut" (a bar with raisins and
almonds), "Whole Nut" (with hazelnuts), "Dairy Milk Silk".

BRAND 2 - HERSHEY’S
The Hershey Company, commonly known as Hershey's, is an
American multinational company and one of the largest
chocolate manufacturers in the world after Cadbury. It also
manufactures baked products, such as cookies, cakes, syrups
and sells beverages like milkshakes, Its headquarters are in
Hershey, Pennsylvania, which is also home to Hershey Park and
Hershey's Chocolate World which is also a great tourist
attracting and has helped in increasing the brands popularity.

BRAND 3 - FERRERO ROCHER

Ferrero Rocher is a chocolate and hazelnut confectionery,
introduced in 1979. It is sold worldwide and holds a strong
cultural presence, in part because of its association with
Christmas. Each Ferrero Rocher ball is covered in foil and placed
into a paper liner. The confection is machine made and much of
its production process is designed to be secretive. Ferrero
Rocher is the premium luxurious chocolate product of the
Ferrero group which is usually given as a gift during special
occasions.
BRAND 4 - NESTLE
The biggest food corporation in the world, Nestle expanded
from chocolates and confectionery snacks to cereals, bottled
water, and dairy products among many others in the last few
decades. This Swiss conglomerate was founded in 1866 by
Henry Nestle, and their chocolates are some of the most
popular in the world. Because they are affordable while being
of good quality they still remain successful today. It is known for
its most successful chocolate- KitKat.
BRAND FIVE – MARS
Mars, Incorporated is an American multinational manufacturer
of confectionery, pet food, and other food products. Mars is
one of the largest chocolate companies in the world. They
produce a lot more products other than chocolates, such as
chewing gum, candy, and mints, just to name a few. One of
their most popular candy is the M&M’s, known and loved by
kids all over the world. Their chocolate bars are also very
popular and affordable, which is one of the reasons so many
people have had access to them.

3. What permission and license is required to make the

product?
FSSAI- the FSSAI license is a unique license number having 14-digit,
which must get impressed on all the food packages. It makes sure that
the quality of the product is matching pace with all the FSSAI
requirements and safety measures, and thus, it is dependable for
ingestion as well. Penalties under the FSS Act, 2006 would get imposed
on those FBOs who haven’t taken the license as it would get considered
as a legal offense.
GST Number- Applying for GST registration becomes mandatory in those
cases where you will be rendering taxable services to your customers.
Also, you need to open a Current Account with the bank in such cases.

Trademark Registration- Attaining Trademark Registration is vital for those

business owners who want to provide a layer of security to their brand
name of chocolates. This registration safeguards your brand name, and it
won’t let others take benefit from your brand name anytime. The period
of validity for the trademark is up to 10 years.

4. What are your competitors unique selling proposition?

Cadbury - Biggest Brand name in the world of chocolate
Ferrero rocher - Ferrero Rocher is whole roasted hazelnut
encased in a thin wafer shell filled with hazelnut cream and
covered in milk chocolate.
Nestle - Biggest health and wellness brand.
Mars- Mars bar has one of the biggest success stories in the
confection industry.
Hersheys - Offers more than 100 types of different chocolates
and chocolate based products.

5. Does your product have any range? Give details

1. CHOCS AHOY WHITE CHOCOLATE - White chocolate has a
cream or ivory colour. It is made by combining sugar, cocoa
butter, milk, vanilla, and lecithin. These ingredients give our
white chocolate its sweet vanilla aroma. White chocolate often
has a flavour profile that can be described as predominately
sweet, with bold notes of sweetened condensed milk and
vanilla. White chocolate is also great for cooking, baking, and
decorating. The dairy-forward flavour profile adds subtle
richness to any dish, while still letting other flavours shine
through. White chocolate’s colour lends itself well to decorating
cookies, cakes, and confections.

2. CHOCS AHOY DARK CHOCOLATE - Dark chocolate has a

notable deep brown colour. It is sometimes referred to as black
or semisweet chocolate and is noticeably less sweet than milk
chocolate. Dark chocolate is fairly simple in composition. It is
typically made from two ingredients — chocolate liquor and
sugar. The flavour profile of dark chocolate can vary widely
based on the cocoa content of the chocolate. It is often slightly-
sweet and chocolatey, with notes of baked brownie, red fruit,
and brown spice (cinnamon or allspice). It can also be used for
household baking purposes.

3. CHOCS AHOY MILK CHOCOLATE - Milk chocolate

consists of a light brown colour, creamy texture, and sweet
flavour. It is made by combining chocolate liquor (cocoa solids
and cocoa butter) with sugar, and milk. It has a flavor profile
that can be described as sweet and chocolatey, with notes of
cooked milk and caramelized sugar and a vanilla aftertaste. Milk
chocolate is considered to be a good middle of the road
chocolate. It is characteristically sweeter, with a softer texture
than dark chocolate, but not quite as sweet and soft as white
chocolate.

6. What is the name of your product?

The name of my product's chocolate brand is Chocs Ahoy. The
name of my product and its logo both have a nautical sailor
aesthetic feel it. The term "ahoy" refers to a greeting or a call
meant to draw notice to something from a distance, practically
encouraging people from all over the globe to savour its
delicacies.

7. Enlist its features?

Organic real, roasted cocoa nuts are used to give it a rich

luscious taste.
Available in different sizes and prizes which is affordable by
everyone.
Has many health benefits such low calories, and is rich in
antioxidants.
Its attractive packaging makes the customer tempted towards
buying it and it also gives an aesthetic appeal.

8. Draw the label of your product?

9. Draft a tagline?
Sail away with this luscious sweetness!
10. Draw a logo for your product?

11. What is selling price of your competitors product?

(i) SELLING PRICE TO CONSUMERS: [50 grams]
Cadbury – rs 50
Ferrero rocher – rs 149
Nestle – rs 65
Mars- rs 46
Hershey’s- rs 59

(ii) SELLING PRICE TO RETAILERS:

Cadbury- rs 45 per piece
Ferrero rocher- rs 130 per piece
Nestle- rs 55 per piece
Mars- rs 35 per piece
Hershey’s- rs 49 per piece

(iii) SELLING PRICE TO WHOLESALERS:

Cadbury- rs 325 /bulk unit
Ferrero rocher- rs 995/ bulk unit
Nestle- rs 480/ bulk unit
Mars- rs 1140/ bulk unit
Hershey’s- rs 500 / bulk unit
12. How will your product be packed?
Chocolates are commonly bought on an impulsive decision made by the
buyer so packaging plays a vital role in sales of chocolate bars. Chocolate
is a heat sensitive product hence chocolate requires packaging that
particularly addresses the issue of maintaining quality in high
temperature. I will be using Multi-layer packaging for my product.

Primary packaging will be used that separates your product from the
consumer .The main purpose of primary packaging is to contain, protect
and/or preserve the finished product, particularly against contamination.
The first layer containing my finished product i.e. the primary layer of
very thin aluminium foil wrapped by a thin film of paper securing the
chocolate bar and a secondary packaging of a thin cardboard box instead
of plastic cover to avoid plastic waste in the environment and terta
packaging would also be used to assist the intermediaries like cardboard
boxes to store the bulk goods.

13. Which channel of distribution are you going to use? Give

reason for your selection?
Four level channel of distribution.
A multitude of middlemen, including agents, wholesalers, retailers, etc.,
are used by the company to make goods and services available to
customers and help in its transfer are known as the "channel of
distribution"

Since my product chocolate is a widely popular customer good, so it is

advised to choose the record level of Indirect Channels. There will enable
me to cover a large area of the Market, which will help me to increase
the rules of my product.

14. Decision relating to warehousing state reason?

I would store my product in a cool and dark area as chocolate is
sensitive to humidity, odours and, if in contact with air and light,
Oxidation. Chocolate should be protected against light and air
and stored in a cool dry place, at a constant temperature.
Therefore I will be using Packaging, refrigeration systems and
thermal boxes for chocolates and the location of the
warehouses would be close to the wholesale outlets.

15. What is going to be your selling price?

(i) SELLING PRICE TO CONSUMERS:

50 gram – rs 25

160 gram – rs 50

300 gram – rs 120

(ii) SELLING PRICE TO RETAILERS:

50 gram – rs 20

160 gram – rs 45

300 gram – rs 100

(iii) SELLING PRICE TO WHOLESALERS:

50 gram – rs 19

160 gram – rs 40

300 gram – rs 85
16. List 5 ways of promoting your product?

SALES PROMOTION
I would use sales promotion for my product as it is each to grab
the eyeballs of the customers. I would use sales promotion
technique such as additional free offerings little toys or tattoo
papers with the confectionary chocolate to create a craze
between children for the chocolate and also bring in many offers
such as special discounts ,rebates

ADVERTISING
I would use advertising to spread awareness and make it widely
known. They improve brand building and loyalty as the
depiction of a product in an advertisement conveys images,
ideals and a personality that matches the targeted
demographics. By closely aligning these values, consumers
better relate to the product. It ensures that company is always
at the front of a consumer’s mind while shopping reminding
them why they should choose your product while making the
purchasing decision

CELEBRITY PUBLICITY
I will hire a well-known celebrity, preferably an actress popular
with your target market, to sing the praises of your premier
chocolate product and might as well also work with an
accomplished videographer to produce a sensory-rich 30-second
commercial showing the actress happily consuming your
chocolate confections.

EVENT MARKETING
My company would Sponsor a regional chocolate festival
showcasing the latest chocolate flavour and product trends.
Work with a graphics designer to produce high-quality exhibit
backdrops and chocolate-focused promotional materials.
Provide a multi-sensory experience for festival attendees, with
hourly chocolate samplings and special purchase discounts.

PRODUCT GIVEAWAY
Giveaway is a promotion tool for gathering new subscribers
which spins around the concept of a gift or a hamper some
product which companies give away to the luckiest participant
at random. It is expected that for the sake of winning the prize
people will spread the word about the brand on socials.

17. Any schemes for wholesalers, retailers, consumers?

(i) The wholesaler: Discount, rebates on bulk purchases. Trade
discount for next order. Cash discount on outstanding payment,
Instant cash reward, free stock/goods or merchandise can be
offered to wholesalers.

(ii) The Retailers: It is a manufacturer-initiated sales promotion,

however, the coupon distribution is undertaken by retailers,
either through local print medium or in some other manner.
This is in the form of re-imbursement of some amount of money
to the retailer for each coupon redeemed.

(iii)The consumers: A sign of a successful marketer is getting the

product into the hands of the consumer. Sometimes, particularly
when a product is new or is not a market leader, an effective
strategy is giving a sample product to the consumer, either free
or for a small fee.

18. What is going to be your USP?

Our chocolate – Chocs Ahoy contains oxidants chemicals found mainly in
pure cocoa that supply energy and helps in cardiovascular illness curing.

Every bite is a perfect blend of milk and cocoa, taste, health and nutrition
and is characterised by full diet and calorie free.

Its price is low as compared to competitive chocolates brands. Moreover,

indigenous flavour of fruits, nuts and milk add to its value.

We have strong distribution channels in rural areas too in which most of

the foreign imported chocolates lack in.

19. What means of transport will you use and why?

First of all, my product will be kept in the warehouse.

Then it will be sent by vans to Departmental stores, Chocolate parlours

and different wholesalers in a bulk quantity & then it will be given to the
different retailers so that my product will be easily available to the
consumers, and they will be able to consume the product easily.

Since my product is customer good, so it is advised to choose the record

level of Indirect Channels. This will help me enable to cover a large area
of the Market.

20. Draft a social message for your label?

My product strives to promote joy and happiness across your entire
environment, not just within you. Share a slice and some happiness.

This phrase's social meaning is that each person is responsible for

bringing happiness to others around them, which in turn makes the
universe happy.

21. What cost effective methods will you follow for your
product?
I would use raw material and inputs that are low in cost but high in
quality.

I would use machine and labour in the most effective for the production
work.

Optimum utilization of resources & inputs with minimum wastage.

I would use also digital marketing since it is more cheaper than the
traditional form of marketing.

22. What cost effective techniques will you follow for

your promotion plan.
Social media websites instead of the traditional forms of media
such as television, radio and newspapers. It's an essential way to
reach your customers, gain valuable insights, and grow your
brand. I will be using it also as a communication tool as it makes
my company accessible to those interested in my product by
creating a website for my company and it requires zero
investment. E.g. Instagram, Facebook etc.

Email marketing- it remains as the most effective, oldest, and

cheapest means of advertisement. According to studies, email
marketing generates the highest ROI for marketers across all
industries. Therefore, it should be treated as a core approach in
every company’s marketing strategies because of its conversion
ability. It helps to Segment your audience, send tailored
contents to each segment, advertise your business, and convert
your leads.

CONCLUSION
A crucial aspect of company is marketing management, which
generates money by selling customers products. It is in charge
of making business-related decisions on the product, pricing,
location, and promotion.

By working on this marketing management project for class 12

on chocolate, I became aware of the value of marketing in our
nation and ended up finding that I understand the concept of
marketing very well, including how to make a product, what its
price should be, what promotional tactics to use, and the
product's price.

I've learned how to comprehend every area of marketing via this

project, as well as how to make a product effective in the
market and stand out from its competition

THANK YOU
END