PROJECT

Topic : Marketing of Chocolates"

3 OBJECTIVES OF THE PROJECT
The main objectives of this project are:
º Todevelop a product using the 4P's of marketing.
To use survey method to understand the consumer needs and wants with respect to
the existing products.
To apply the concepts of marketing in hypothetical situations after conducting a survey.
MARKETING MANAGEMENT
programmes, policies, strategies and tactics designed
wplanning, organising, controlling and implementing of marketing
as a means of generating an acceptable profit". It deals with
n ereate and satisfy the demand for goods and services
customers for which they are willing to pay a price worth
ereating and regulating the demand and providing goods to
their value.
science of choosing target markets and building profitable
Philip Kotler defines marketing management as "the art and
implementing and control and it covers goods and
relationship with them. It is a process involving analysis, planning, involved".
parties
services ideas and the goal is to produce satisfaction to the
FUNCTIONS
Product designing and Standardisation and Grading
Gathering market Information Marketing Planning
development
Pricing of Production Promotion
Packaging and Labelling Branding
Physical distribution Transport Storage or warehousing Customer support service

Promotion
Physical
distribution Pricing

Analysing Customer
information support
Functions of services
Marketing
Marketing
Branding
Planning
Product
Packaging
Design and and
Development Standard
ization and Labelling
Grading

Project Work in Business Studies

(Class-XIl) 35
 MARKETING MIX
set of 4P's Viz-Product,
Pricc.
Marketing mix usually refers to the marketing mix is a much Product
Promotion and Place. However, the term
broader tem. Often the three additional
P's-process, people, physical Price
Marketing. The role of
evidence are also added and called, 7 P's of
marketing mix is to synthesize the visible and
quantities of a
invisible
product with the aspirations of the targeted clients. The
marketing mix
Marketmixing
product as
for amanufactured product will be different from that of a Promotion
a service.
Place
PRODUCT
Aproduct is the heart of marketing mix. All marketing activities begin with the product. The product is
launch not
entity alone, it captures the whole tangible and intangible aspects like services, personality, organization andaphysc
The decisions regarding product mix will depend on many factors like:
Design " Features
Rarketiag ,
Way
" Brand Name Product variety
Quality Services new
Packaging, Returns etc. iNant

PLACE
Place or physical distribution deals with the transfer of ownership of the product from the manufacturer to the custome
The more swiftly the products reach the point of sale, the more likely are the chances of satisfying the customer m!
increase brand loyalty. Hence, the place factor is crucial in ensuring your product's competitiveness in the market
The following are the elements of a distribution.
Channels of distribution " Order processing
Coverage Warehousing decision
Transport " Inventory control

PROMOTION

Promotion aims to serve two adjectives. One it informs potential customers about your product and secondly, it persuads
them to buy your product.
A good promotion mix will thus include the various means that you can use to communicate with the target audience. An
effective promotion mix will ensure good sales and a marketer must strive to create a conducive environment which conSINS
Advertising " Personal selling
" Public relations " Direct marketing
" Publicity - social media, print etc. " Sales promotion
PRICE
It is
Price is the monetary value that has to be paid by a customer to acquire or own the product of a company.
critical revenue-generating component of the firm.

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 should be taken with great care as it is a double edgcd sword.
Pricing
decisions
strategy must align
with the overall goal of the organization to blend smoothly.
pricing
The
CHOOSE CHOCOLATE?
WHYDO
I affordable by one and all. Most of the brands
were once considered expensive have now become
Chocolates which and are priced according to their sizes.
different sizes to increasing social consciousness
produce
are steadily substituting 'mithai' on traditional Indian sweets. Due advantage of this situation,
India
Chocolatesin chocolate packets rather than sweets on occasions and festival. Taking chocolates.
prefer well wrapped and are now introducing well wrapped
people chocolate brands in India or now concentrating on packaging
thetop and at the same time loved by one and all. All kinds of people, whether young or old
always very tasty
Chocolates are
adults like consuming them.
children or
AND QUESTIONNAIRE (SAMPLE)
MARKET SURVEY
MarketSurvey questionnaire was
of chocolates, their price, preferences, frequency of purchase, a inferences.
consumers
orderto know the taste
of the
These questionnaires were analysed and results were used to draw
In about 50 consumers selected
randomly. respect to the
givento to understand their specific wants and further aspirations with
questionnaire shall enable us
This type of wish to consume
in the future. survey.
obocolates that they confidential. On the basis of the analysis of this
kept
of the respondent will be
data furnished and identity marketing was made.
of
decisions relating to four P's
QUESTIONNAIRE

Age :
Occupation :
Name
chocolates?
1. Do you eat
0 Yes
2. Which brand of chocolate do
you prefer?
No

Toblerone
Cadbury
Amul
Nestle
Parle 00 Any other
prefer for your chocolate?
3. What price range do you 20 - 50 50 100
0- 20
150 - 250 250 and above
100 - 150
the most?
4. Which chocolate flavour do you like Milk chocolate
White chocolate Dark chocolate
Cocoa Powder Fruits and nuts Almond and Raison

5. How many grams of chocolate do you prefer in a purchase?

(b) 400 grams (c) 500 grams (d) 800 grams
(a) 100 grams
6. Which of the following factors mainly affect your choice?
(a) Price (b) Flavour (c) Brand (d) Packaging

ANALYSIS OF THE INFORMATION FROM THE QUESTIONNAIRE

1. Do you eat chocolates?
AS. 90% of the respondents said that they love eating chocolates.
Project Work in Business Studies
(Class-Xl) 37
 2. Which brand of chocolate do you prefer?
Ans. 70% of the respondents prefer Cadbury's.
3. What price range would you prefer?
Ans. Price 0-20 20-50 50-100 100-150 150-250
No. 30 10 1 250 &above
Percentage 60% 10% 20% 0.06% 0.025%
300 0.025%
250
0-20
20-50
200
50-100

150 100-150
150-250
100 Rust 250 & above

60%
50
20%
10%
0,0.6% 0.025% 0.025%
Result - People are in favour of affordable chocolates.
4. Which chocolate flavour do you like
the most?
Ans. 50% of the respondents prefer milk Chocolate.
LOGO HOCOLATES
ERY

BRAND
Avery Chocolates Nutrition Facts
Stzo 1 cup (259 g)
TAGLINE anos Pr Container 4
Amount Per Sering
Bundle of Sweetness Calorles 280 Calone trom Fal 72

%Dally Valw
LABELLING Total Fat 8g
Setursted Fat 3g
Labelling is display of information about a product on its container, packaging or the Cholesterol 130mg
product itself is known as labelling. Labels are useful in providing detailed information Sodlum 1010mg

about the product, its contents, methods of use, etc. The type and extent of information Total Carbohydrate 29
Dletary Fiber 9g
that must be imparted by a label is governed by the relevant safety and shipping law. Sugars 49
Qualities of a design of label Proteln 25g
Vianh C
1. The Right Material Vtamin A 35%
Iron30
Calckum 6%
2. Colours that Pop
calorle dt You on
de ou caloe ows
3. Good Graphics lower deoendna
2000 .
Calones:

4. Readable, Eye catching Fonts Totel Fat

00
Choleslerol Los
Sodum
5. Super Shape To Carboyd
DetaryFber
300g

6. Fabulous Finish. Fg
Calores pr gra
rbovde4 Pr

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 SELLING PROPOSITIONS (USP)
UNIQUE
Smooth 100%
Real
Silky
Cocoa
Texture
(USP)
No
Low
Trans
Calories
Fat

cOMPETITIVE BRANDS

(Cadbury)
Kuch Meetha Ho jaye
production of cocoa
Use the finest cocoa for
creamy taste
e Milk chocolates gives it a
goodwill
. Brand name - high
occasion
. Different packaging for different
Amitabh Bachchan advertise this brand.
Advertisement : from common man to superstars like

Good Food, Good Life (Nestle)

Product variations Nestle
" Brand name Good Food, Good Life
" Strong distribution network

The Taste of India (Amul)

" Strong base in rural India
" Purity
" Low Prices
Amul
The Taste of India

Put some play in your day (Mars)

" Lowprices in Indian markets
" Silky texture

Nothing better than that! (Hershey)

HERSHEY
T00 types of different chocolates new innovations and products strong
brand name and
awareness.
THE HERSHEY COMPANY

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Studies (Class-XI1) 39
 RANGE OF AVERY CHOCOLATES
(i) Avery Chocolates 'Classic Chocolates Bar'
(ii) Avery Chocolates 'Milk Choco Bar
(ii) Avery Chocolates 'Dark Chocolates'
UNIQUE SELLING PROPOSITION (USP)
(a) It has smooth and silky
texture.
(b) Only real cocoa is used to
manufacture.
(c) Organic, roasted nuts are used to
give a rich taste.
(d) Its attractive packaging makes the customers
tempted towards buying it.
(e) Healthy for eating.
() Available in
different sizes and prices.
PERMISSION AND LICENSING
Following are the permissions and licenses required FUNCTIONAINNT
QUAUIY Or sect

A. Business License MRORTand EXPORT

It is apermission
STRAIEO
conduct business.
issued by government agencies that allow to BUS*NESs LICENSE LICENSES
License for preparing and handling of goods. PERMISSIONS
MUPICIPALITY PERMISSION LRI
CONTRACTOR PERMISSION
Obtaining an identification number. PERMISSION
SATISFACTIONR PAYMENT
B. Liability Insurance FEEDBACN

Part of general insurance of risk financing to protect the insured from

law suite.
C. GST Registration
It implies obtaining a unique number from concerned tax
authorities for the propose of collecting tax on behalf of he
government and to avail input tax credit for the taxes on his inward supplies.
D. MSME Registration
It can be obtained by micro, small and medium enterprises in India to enjoy various
subsidies and benefits in terms of
loans, taxation and other schemes.

PRICING OF AVERY CHOCOLATES

Price may be defined as the amount of money paid by a buyer
(or received by a seller) in consideration of the purchase of a
product or aservice. Most marketing terms give high importance BEST
to the fixation of price for their products and services. The price
of our chocolates starts from 50 and ranges upto ?100. PRICE
Variants of Avery Price to Wholesalers Price to Retailers Price to Consumers
1. Classic Chocolate 30 40 60
2. Milk Chocolate 40 70
3. Dark Chocolate 50 70 100

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PACKAGING
into it.
Packag1ngmcans
the act of designing and producing the containcr or wrapper of a product and putting the product
LevelsofPackaging
Primary packaging is the immediate container. In some
Primary Packaging: product. Primary
1. primary package is kept till the consumer is ready to use the Packaging
cases, the 5 micron thick aluminium foil since
chocolate bar will be wrapped in
The carrier.
aluminium is a good moisture
Secondary packaging is outside the primary packaging
Secondary packaging: have provided many possible Secondary
consists of label and other information. We Packaging
and chocolate at the back side of the wrapper.
information regarding our
Packaging : Tertiary packaging is used for bulk handling, warehouse
Tertiary
3.
and transport handling.
The chocolate bar will be packed in a corrugated Tertiary
storage chocolate bars.
contain 50 Packaging
box and each box
WAREHOUSING
have temperature controlling mechanisms which is
thus our warehouses to
alaolates requires controlled temperature humidity is done with mechanical refrigeration and the cooling
manipulation of The goods will
ly set up at 65°F. Mechanical cleaning and forwarding (C&F) agents in various states.
appointed primary
ake out hot air. Our company has through the distributors. The warehouse will be used for storing both
retailers
k denartedto wholesalers and
products.
as wellas finished
CHANNELS OF DISTRIBUTION
to consumers directly
: Direct channel of distribution means making goods available
1. Direct Channel (Zero Level)
involving any other intermediary.
by the manufactures, without Telemarketing TV Selling etc.
Eg. Internet selling Mail order selling etc. employing
channels of distribution means making goods available to the consumers by
2. Indirect Channel : Indirect
intermediaries. Channel of Distribution
one or mnore
intermediary adopted is the "retailer".
) One Level Channel : In this only in term sell these goods
who
Goods pass from manufacturers to the retailers
Producer
to the final users.
commonly adopted distribution
(ii) Two Level Channel : This is the most small lot to retailers
Wholesaler
network for most consumer goods. The producer sells
who then supply these to ultimate customers. Retailer
(iii) Three Level Channels : In this network, there are three intermediaries
involved agents, wholesalers and retailers. Manufacturers use their own
and then retailers. Consumers
selling agents or brokers connect them with wholesalers

amazon

Telemarketing
We have chosen indirect
Channels.
Project Work in Business Studies
(Class-Xll) 41
 TRANSPORTATION

Transportation the means of carrying goods

and raw materials from the point of production
to the point of sale. It is important because
unless the goods are physically made available,
the sale cannot be completed.
Road transportation is the most affordable.
But keeping in mind weather conditions in India.
Standard trucks might not work. So we will
use a special refrigerator container for the
transportation to maintain the quality and
prevent the chocolates from melting.

SWOT ANALYSIS Helpful

origin to achieving the objectve to Harmful
schieving the obiect
Strengths : Locality of our workshop It is near the market which
reduces transportation costs. Internal
Weakness : Lack of Marketing expertise. As we are new brand, Strengths
Weaknesses
establishing customer trust will take time.
origin
Opportunities : A developing market such as internet and existing
online channel of sales.
External
Threats: As we are new in market it will be challenging for us to grow
between well known brands. There will be price war with competitor. Opportunities Threats

CONCLUSION
It was an enriching experience to develop a product of one's own followed by developing marketing strategics on tg
basis of 4P's of marketing.
From this marketing research Ihave understood the importance of marketing mix. Ihave learnt to take decisions
regarding the 4Ps of marketing.
Some other things covered are
1. Gathering Information
2. Analysing market
3. Branding, Labelling and Packaging
4. Pricing of a product
5. Marketing and promotion of a product.
BIBLIOGRAPHY
1. https://en.m.wikipedia.org 2. C.B. Gupta, Core Business Studies, Class XIl
3. NCERT Class 12th 4. Times of India
5. https://nextwhatbusiness.com 6. https:llwww.marketing91.com
APPENDIX
Fixed questionnaire shall be attached.

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