Dark Desire

“RICH TASTE RICH

GOODNESS”
 MISSION STATEMENT:

 TO HAVE A STRONG OUTREACH AMONG EVERY AGE GROUP WHO CARVES FOR

DARK CHOCOLATE.

 TO PROVIDE A HEALTHY AND TASTY OPTION FOR DARK CHOCOLATE LOVERS.

VISION STATEMENT

 TO PENETRATE EVERY CORNER OF INDIAN CONFECTIONERY STORE, GENERAL

STORES, MALLS, GIFT SHOPS ESPECIALLY TO ATTRACT THE CHOCOLATE LOVERS

AND PROVIDE THE DIFFERENT TASTE OF DARK CHOCOLATE WITH HEALTH BENEFITS

AND A GOOD GIFTING OPTION.

 TO BE THE NEW FACE IN THE DARK CHOCOLATE MARKET.

CORE BENEFIT

1. IT HAS ANTIOXIDANT PROPERTIES

2. DARK CHOCOLATE CAN BOOST YOUR FOCUS
3. IT PROTECTS YOUR SKIN FROM DEHYDRATION
4. IT SUPPORTS THE FUNCTIONS OF YOUR HEART
5. DARK CHOCOLATE LOWERS BLOOD PRESSURE
6. COCOA IS RICH IN GOOD NUTRIENTS
7. IT BOOSTS YOUR ENERGY LEVELS
8. CHOCOLATE IS IMPORTANT FOR PREGNANT WOMEN
9. CHOCOLATE MAKES YOU HAPPY 
ABOUT THE COMPANY

WHAT DOES IT DO MANUFACTURES DARK CHOCOLATE

TO PROVIDE TASTY AND HEALTHY

WHY
CHOCOLATE

FOCUSING ON PEOPLES OF INDIA,WITH OUR

CUSTOMER SPECIAL FOCUS ON SCHOOL AND COLLEGE
GOING STUDENTS

LINES OF BUSINESS SINGLE LINE BUSINESS

 WELCOME TO THE
Dark Desire WORLD OF
“RICH TASTE RICH GOODNESS”
CHOCOLATE
NOW GET YOUR CHOCOLATE TO YOUR
DOORSTEP

CHOOSE YOUR VARIANT Hazelnut Pistachio Blue Berry Fusion

50g 100g 200g 500g

PACK SIZE Rs 50 Rs 90 Rs 200 Rs 400

NO. OF PACKS
---
MIN 10 PIECES

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PRODUCT HIERARCHY :

Need Family
• Special occasion

Product Family
• Cocoa

Product Class
• Dark chocolate

Product Line
• Dark Desire

Product Type
• Chocolate

Item
• Eco-Friendly Packaging of 50g, 100 gm, 200g 500g.
MARKET COMPETITORS

PRODUCTS MARKET SHARES PRICES

CADBURY 74% ₹ 100 TO ₹1200

NESTLE 15% ₹ 200 TO ₹500

OTHERS % ₹100 TO ₹500

AMUL 6% ₹ 80 TO ₹400
 SEGMENTATION

THE MARKET CONSISTS OF MANY TYPES OF CUSTOMERS, PRODUCTS & NEEDS. WE MADE
THE MARKET SEGMENTS ON THE FOLLOWING BASIS –

1. GEOGRAPHICALLY - OUR PRODUCT WILL BE AVAILABLE ALL OVER INDIA

2. DEMOGRAPHIC – AGE:, 20-40 YEARS 

3. PSYCHOGRAPHIC – YOUNG AGE GROUP, DARK CHOCOLATE LOVERS 

4. BEHAVIORAL – OCCASIONALLY, PREMIUM PACKING, STRONG BRAND LOYALTY

 5C’S ANALYSIS

COMPANY ANALYSIS
COMPANY

• PRODUCT: - DARK DESIRE

COLLABORATORS

• PARTNERS AND INVESTORS: - TEAM INFINITY IS GOING TO INVEST IN THIS PROJECT.

• SUPPLIER AND DISTRIBUTORS: - MORDE

CUSTOMERS

• TARGET AUDIENCE: - COMPANY IS TARGETING THOSE CUSTOMERS WHO ARE CHOCOLATE LOVER AND AGE

BETWEEN 12 TO 50 YEARS.
CONT

• COMPETITORS

• MAJOR OF OUR COMPETITORS ARE THOSE COMPANIES WHO ARE PRODUCING SUCH KINDS OF THE

PRODUCT FOR A LONG TIME SUCH AS AMUL (6%), NESTLE (15%), CADBURY (79%), ETC. THESE ARE VERY

MUCH KNOWN AND POPULAR AMONG THE CUSTOMERS. 

• CLIMATE

• THERE IS ALWAYS FAVORABLE POLITICAL CONDITION FOR THE BUSINESS-LIKE CHOCOLATE IN INDIA. AS

OUR FIRST MOTIVE IS TO CAPTURE LOCAL MARKET OF BIHAR AND THEN MOVE SLOWLY TO THOSE

STATES WHICH TOUCH THE BOUNDARY OF BIHAR. GOVERNMENT OF BIHAR IS ALSO GIVING MORE

EMPHASIS ON STRATUPS AND ALSO SUPPORTS THEM BY PROVIDING LOANS AND OTHER FACILITIES.
 TARGETING

• THIS BRAND IS FOR THOSE WHO LOVE CHOCOLATES.

• THE BRAND IS AIMING THE 20-40 YRS. ADULT SEGMENT.

POSITIONING

• OUR DARK DESIRE WILL BE POSITIONED AS ONE OF THE FINEST DARK

CHOCOLATE. OUR CHOCOLATE WILL CURRENTLY BE PROMOTED AS
CATEGORY INNOVATOR. 
SWOT ANALYSIS
WEAKNESSES
STRENGTH
New brand in the market there is no more awareness among the
It will provide all micro-nutrition whatever is needed for a human customers.
for a day with taste. As it has many nutrition added in it the price will be higher than
Have more varieties of packaging. the other competitors.
It will available online also.

OPPORTUNITIES SWOT
 With newer innovation in product, we have the opportunity to
expand our business by targeting students and office going
employees.
 We have the opportunity to use social media for advertising.
THREATS
The central government of India concerns over the number of
diabetes patients increasing year by year in the country, that’s the
reason government has imposed 28% GST on the chocolate which
is comparably higher than the Indian sweets which is just 5%, it
leads to increase in the price of chocolate.
PRODUCT
• THE PRODUCT NAME IS DARK
DESIRE. 

Product variants:
PRICING
• WE HAVE DECIDED TO USE PULL STRATEGY IN ORDER
TO PROMOTE OUR PRODUCT THUS KEEPING THE PRICE
OF THE PRODUCT LOWER THAN THE OTHER PRODUCTS
AVAILABLE . IN ORDER TO BOOST THE SALES WE HAVE
DECIDED TO PROVIDE EXTRA INCENTIVE TO RETAILERS
AND WHOLESALERS , SINCE THEY CAN INFLUENCE A
LOT OF CUSTOMER TO TRY OUR PRODUCT.
 PLACE
• WE ARE DEVOTED TO MAKING OUR PRODUCT “DARK DESIRE” ACCESSIBLE TO
EVERYONE. THE PRODUCT COVERAGE WILL BE INDIAN URBAN AND SUBURBAN
AREAS.

PROMOTION
• THE PROMOTION STRATEGY WILL BE DONE KEEPING IN MIND OUR TARGETED MARKET.

OUR ADVERTISING OBJECTIVE IS TO PURSUE CONSUMERS. DARK DESIRE WILL TRY TO

PERSUADE CONSUMERS THAT ITS BRAND OFFERED THE BEST QUALITY FOR THEIR

MONEY. THE BUDGET CONSTRAINT OF OUR START-UP WILL KEEP THE ADVERTISING

BUDGET LOW. WE WILL PICK SUCH AN ADVERTISING MEDIUM THAT WILL BE COST-

EFFECTIVE AND EFFICIENT AS WELL. THE USE OF DIGITAL, MOBILE, AND SOCIAL MEDIA

WOULD BE HIGHLY SELECTIVE AND CHEAPER. IT WOULD ALSO HAVE HIGH CONSUMER
RESOURCES

• IN STARTING PHASE OF THIS PRODUCT WE HAVE DECIDED TO MAKE

CHOCOLATE AT HOME AND SELL HOMEMADE CHOCOLATE WITH OUR BRAND
NAME. 
• THE HOMEMADE CHOCOLATE BUSINESS IS PROFITABLE AS PEOPLE ARE
SHIFTING MORE TOWARDS HOMEMADE CHOCOLATES ONLY. 
• THERE WAS A REPORT IN WHICH INDIAN CHOCOLATE MARKET IS GROWING,
WITNESSING A CAGR 12.8% OVER THE FORECAST PERIOD.
OPERATIONAL PLAN

• PRODUCTION:-EQUIPMENT REQUIRED FOR HOMEMADE CHOCOLATE

BUSINESS
• GRINDER, MOULDS, THERMOMETER, ROASTER, CHOCOLATE COOLING
TUNNELS, ENROBING MACHINES, COATING MACHINES
• MANUFACTURING PROCESS
CHOCOLATE PROCESSING: PRODUCTION FLOW OF
CHOCOLATE

Cleaning and
Cocoa beans Cleaning roasting Grinding Cocoa mass
peeling

Mixing secret
Pressing Cocoa oil Filtration Cooling
indigents

Packaging
CONT..

• FINANCIAL PLANNING
• LOCATION
• PERSONNEL
THANK YOU !!

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