Click to edit Master title style

CHOCYUMM RABIA ZULFIQAR RABIA SHARFICONTENTSINTRODUCTIONPRODUCT CATEGORYBRAND ELEMENTSBRAND MANTABRAND PROMISEBRAND EQUITY MODELBRAND ASSOSIATIONSBASIC SEGMENTATIONSTARGET MARKETBRAND POSTIONING4 PSCONCLUSION

INTRODUCTIONThe industry as a whole can be divided between two broader sectors namely organized sector (branded segment) and un-organized sectors (generic segment). The industry has grown with an average annual rate of 6.5 to 7.5 % during 2006-2013The branded segment is more of monopolistic in nature where there are nine prominent, active players in the competitive landscape of this sector. However 80% of the industrys share is being enjoyed by the five companies

COMPANY NAME

Hilal 26%Ismail Industries Ltd.(Candyland) 21%B.P sweets 13%Cadburys 11%Kidco 9%Mayfair 6%Mitchells(only Confectionery & Chocolates) 5%DanPak 5%Sweet Hills 4%

PRODUCT CATEGORY

REASONS FOR CHOOSING CHOCLATE INDUSTURYChocolates which use to be unaffordable is now considered mid-priced.Branded chocolates have become more popular.Mithai is becoming the substitute of chocolatesInstead of buying sweets on festivals people prefer to buy chocolates.Chocolate contains essential trace elements and nutrients such as iron, calcium and potassium, and vitamins A. B1, C, D, and E.Cocoa is also the highest natural source for Magnesium. Cancer FighterHigh in Antioxidants

BRAND ELEMENTSBRAND NAME : Chocyumm

LOGO :

SLOGAN: The Tenderous Temptation

JINGLEPACKAGINGLABELING

CHOICE CRITERIAMEMORABLEMEANINGFULLLIKEABLEADOPTABLEPROTECTABLETRANSFERABLE

BRAND MANTRABrand function: delightDescriptive modifier: qualityEmotional modifier: traditional

BRAND PROMISE

The promise for chocyumm will be about delivering more than chocolate. It will promises a cure for hunger. And a healthy eating experience.

BRAND EQUITY MODEL

BRAND ASSOSIATIONCORE SECONDRY love chocolate Gift Hunger Taste sugar free

healthy Quality

celebration Cofee

Logo Family oriented

BASIC SEGMENTATION OF CHOCYUMMDemographic Segmentation Age Family Life cycle IncomeGeographic Segmentation Region Climate

Behavioral Segmentation Occasions Benefits

Psychographic Segmentation Life style

TARGET MARKET

CUSTOMER PROFILEYoung OldLoves chocolate Diabetic Family-orientedFun Middle ClassHealthy

BRAND POSTIONING

POINTS OF PARITYUsed for snacking or baking- Sweet and indulgent- Consistent quality- Associated withEvents and occasions.- Enjoyed by people of all ages- Variety of types-Constant innovation in market campaigns

POINTS OF DIFFERENCTIONFortune messages/quotes inside wrappers 2 layers packaging(Allimumium foil, paper cover,)Excellent distribution system Loyalty card

MARKETING ENVIRONMENT FORCES IMPACTING PRODUCT/SERVICE IN CHOCLATE BAR INDUSTRY

PRODUCT STRATEGYProduct Line Chocyumm chocolate will be available in a variety of flavors, and types. However, a smaller product line will be introduced into the market during the first 5 years We will be dealing in the manufacturing of 2 products

Product AChoclate + Cofee

Product BChoclate Sugar

PROMTION STRATEGYPUSH STRATEGY :Trade show promotions to encourage retailer demandNegotiation with retailers to stock our productEfficient supply chain allowing retailers an efficient supplyPackaging design to encourage purchasePoint of sale displays

PULL STARATEGYLocal news papersSales Promotion (free sampling)Local TV channelsThrough pages and account on Social Networking Sites (Facebook & Twitter)Magazine ads

FLYER

LOYALTY CARD

MAGAZINE AD

ELECTRONIC AD

VIDEO

PRICING STRATEGYPenetration Pricing:Price set to penetrate the marketLow price to secure high volumesSuitable for products with long anticipated life cyclesCompetitive pricing strategy

PLACEMENT STRATEGY As we will be new in market so first of all we will more emphasize on push strategy for placement but we will not ignore the pull strategy at all. And after strengthening of our customer loyalty we will adopt pull strategy with a very little bit emphasize on push strategy

CONCLUSIONAfter applying all the branding concepts we will be able to make our brand the leading chocolate brand among its competitors, because of its taste, quality, packaging, advertisement and innovative leveraging ideas.Chocyum will reinvent the chocolate experience for individuals andtakeout customers with discretionary income by selling high quality, innovative products at a reasonable price, and designing tasteful experience