MARKETING

PLAN FOR DARK

CHOCOLATE
Project Overview
● Business
● Future ( Vision and Mission )
● Goals/Objectives
● Target Market
● Finance
● S.W.O.T Analysis
● Product Table
● Market Position
● Market Research
● Marketing and Sales Strategy
Business
● Business name: GrowMore

● Business structure: Partnership and this is Manufacturing Company.

 
● Business Location: Patna and we are using 10000 square feet of land for our
factory.

● Date of establishment: 13th July 2020.

● Product/Services: We are dealing in Dark Chocolates.

VISION MISSION

● o Our promise is to provide

● To become a premium chocolate
premium quality product, we aspire
brand by providing more
to build a reputation based quality
satisfaction with finest and purest
and our continuous commitment
form of Dark Chocolate with
towards improvement of our
healthy and nutritious ingredients
product.
which gives maximum
continuous commitment towards
satisfaction to consumers .
improvement of our product.
Our promise is to provide premium quality
 Short term-
 To make people more and
more aware about our
brand.
 Setup manufacturing plant

Goals/
for better quality
ingredients.
 To Expand all over Bihar.

Objectives Long term-

 Looking for ventures
capitalist.
 To expand across India and
neighbouring countries.
Target Market

 Above 20-45 age group.

 Whose house hold income is above 3 lakh.
 Mostly graduates.
 For both Males and Females.
Finances

● Total capital -- ₹ 4 Crores

● Expected Sells of First Year -- 40000 units

● Total sales of First Year -- ₹ 72,00,000

 Opportunity:
Strength:
Global expansion of the product .
Focus on high-quality and natural ingredients. 
Three different types of flavour. Increase the product range. 
Affordable Price. More penetration in the rural areas.
Option of customise packaging.
SWOT
ANALYSIS
Weakness: Threats:
Competitors such as (Amul & Cadbury).
• Single manufacturing unit Changing customer trend.
at one place.
Government policies for manufacturing of
• Limited presence as chocolate.
compared to the leading
brand .
• Lack of new technology.
Product/Services Table
Chocolust Dark chocolate comes in 3 different flavour and also in different sizes.
The 3 different flavours are plain , peanuts and cranberry. There are also several
different packaging for all the products. The sizes are bitesize(15gm) and a chocolate
box , which contain 10 bitesize chocolates in it.

Product sizes Weight in (gm) Price in (rs)

Bitesize 15 18

Chocolate box 150 180

Market Position

Brands Cocoa content Price in (rs)

Amul 55% -99% 100 for 150(gm)

Cadbury 50% 100 for 80(gm)

Chocolust 75% 180 for 180(gm)

● Unique selling position

○ Our product is completely vegan and the use of sugar free natural sweetener (stevia), which is health beneficial
adds an impact in our product and the bitesize of chocolate makes it more attractive

● Anticipated demand

○ The anticipated quantity our customer would likely to purchase is 3units per month that means 24 units of
chocolate Per year.

● Pricing strategy

○ The pricing strategy our product follows is prestige pricing that means in which prices are set to be at higher
level , recognising that lower prices will inhibit sales rather than rather than encourage them and that buyers will
associate a high price for the product with superior quality.

● Growth potential

○ The anticipated percentage growth of our product in future would likely to be 10% to 12% .Market intelligent
agency Mintel predicted slightly more conservative but still double digit growth of 10% by the year 2023.
Market research
● Our Competitor Table :-
           
Competitor Amul Cadbury Nestle Fabelle Lindt
Name:-
           
Established 1946 1948 1956 2016 2014
date:-
           
Market Share 10% 68% 13% 5% 3%
%
           
Value to Price Quality Price , taste Quality and Emphasis on
customers taste quality
 
           
Strengths Wide range of Global Unique Taste,
products, presence, Reputed Product of Composition,
Distribution Distribution Brand, Reputed and
networks, network, Large trustworthy
distribution brand ITC
Pricing which Experience,
system.
attracts large Trust, Taste.
segment.
           
Weakness Limited Limited rural Maggi Limited supply Expensive,
International distribution Noodles in rural areas. Limited rural
presence controversy distribution
Market Target
  FORECASTED SALES FOR 1ST YEAR

Months Price/Unit Units selling Price

1st 180 500 90000
2nd 180 1000 180000
3rd 180 1000 180000
4th 180 1500 270000
5th 180 2500 450000
6th 180 3500 630000
7th 180 5000 900000
8th 180 5000 900000
9th 180 5000 900000
10th 180 5000 900000
11th 180 5000 900000
12th 180 5000 900000
TOTAL   40000 7200000
Market target
● We are targeting the markets of Bihar for our product as the area is
experiencing population growth and there are very few long-term employers
and a pool of labour force. The State’s economy is gradually growing, so it’s
good to invest at this point of time.
● There is seasonal variation in the state which might affect our business.
● External factors like income, age and place etc would affect our customers
and when we will enter in market than market of Dark Chocolate is expected
to grow.
Advertising and Sales : Sales strategy
● We are going to offer customize packaging on special occasions and also on customer’s
demand.
CHANNEL TYPE PRODUCT PERCENTAGE OF DISTRIBUTION
  SALES STRATEGY

Wholesale Dark chocolate 67% To minimise the direct

interference between
retailers and deal in
large volume.
Internet Dark chocolate 28% Ecommerce market is
  a convenient
distribution channel
and also growing
rapidly.
Direct mail Dark chocolate 5% To handle our
customers who are
interested in customise
packaging.
Advertising and Sales : Advertising and promotional strategy

● Print media advertising

Cost:- ₹ 2,00,000
● Online Advertising
Cost:- ₹50,000
● Mail out
Cost:- ₹18,120
● Media release or Event
Cost:- ₹40,000
Marketing Budget Year Table
MindBenders:-

Ratnesh Kumar (130031)

Rishabh Karunamay (130032)
Rohit Raj (130033)
THANK YOU!
Sakchi Goyal (130034)
Saumya (130035)
Saurav Raj (130036)
Shivangi Singh (130037)
Shubhangi Prakash(130040)