mmm roll no 18-19-21!58!59 retail mkt project
TRANSCRIPT
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Ch0c0 LaziaRelive your moments
The Chocolate Shop
Sr No Name Roll No 1 Jinesh Gada 18
2 Kailash Gaonkar 19
3 Devendra Jadhav 21
4 Sandip Wani 58
5 Prasad Kulkarni 59
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Introduction
Choco Lazia will be a chocolate parlors.
We will operate as one stop shop for chocolate products
To start with we will operate in 4 locations in Mumbai
Our Vision is to have 40 chocolate parlors acrossIndia by 2013
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Market Segmentation
Indian Chocolate Market is estimated around 1500 Crores and growing
at 18 to 20% every year.
The per capita Consumption of Chocolates in india is 300 grams.
Over 70% of Consumption takes place in Urban Markets.
Chocolates and its products are consumed by all generations, from Kids to
Aged people.
The largest segment among the Consumers of Chocolates are Youth.
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TARGETING
TheIndian Chocolate Bazaar is estimated to consume 24000 29000 tons
of Chocolate per annum.
Indias Metro Cities are Proving to be the Big Draw Clocking Penetration
in excess of 30 %.
Smaller Cities Consumes around 10 to 15%.
Chocolates are Luxuries in Rural Market which explains the mere 3%
penetration in villages.
Kids
Youth
Dinks
Niche segment
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Positioning
Choco Lazia is Positioned as a chocolate parlor or a Choco Caf bar.
For Consumers Choco Lazia should be a fun place as well as a shop to by
branded as well as hand made chocolates.
Four Locations where Choco Lazia Outlets will be First launched are Bandra,
Ghatkopar, Vashi, Colaba.
Further some of these outlets can be launched in Malls.
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Logo
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Merchandise
Chocolate
Products
Customize
ChocolatesReadymade
Chocolates
Chocolates
Gifts
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Merchandise
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Introduction
Store Layout
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Floor Layout
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Floor Layout
Counter &
Display
Smoking Zone
ChocoDine
ToiletShelf Display
Shelf
Display
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First Page :
FASAD FOR OUTLET
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Menu & Prices
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Menu & Prices
Choco LaziaRelive your Moments
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Table top
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Strengths-
Quality Product
Strong Financial Support
Weakness
Relatively New Setup Chocolates - comparatively small business unit
Opportunities
Low penetration, consumption;
Scope of launching new variants and extensions.
Threats
-- Foreign multinationals
SWOT Analysis
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Perceptual MapHIGH PREMIUM
LOW PREMIUM
SNACKS INDULGENCE
Cadbury -5
Star
Nestle Milky
Bar
Sinkers , Twix
CAD-B
CHOCO-
LAZIACadbury -Perk
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Advertising Strategy
Choco Lazia will not look at Mass Media as a viable area of advertising or
marketing spend.
Can be advertised through barter deals with other brands for Ground events.
For eg: Choco Lazia will display POPs of Levis new launched pattern of jeans inall of it outlets.
Choco Lazia will become official ground partner for Channel V or MTVs any reality
show.
In Film Advertising
Some Hindi Movies which are targeted on teenagers,
movie goers and people looking at light hearted
entertainment will show Choco Lazia in some of their
shots.
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CHoco LaziaRelive your moments
Thank You