Mits Chocolates: Let The Life Be More Sweet'

Launching a New Product
Mits chocolates
‘Let the life be more sweet’
Introduction
• Mits chocolates a division of Nathani pvt.
limited.
• Company is Mumbai largest chocolate
manufacturing company
• We work with around 40 suppliers in
Mumbai, and area around Mumbai.
• We employed near 115 employees.
• Around 2000 or more people enjoy our
brands
Objective
• Our company believes in making tasty
chocolate, from2010, whether covertures, or bar
chocolate, is chocolate made under current
good manufacturing practices from properly
grown and harvested cacao beans plus a small
list of additional ingredients and without the use
of artificial substances to create a chocolate true
to its origins.
• Fine chocolates, whether bonbons, flavored
bars, or other artisan chocolate creations, are
attractively presented and skillfully crafted so
the flavor of the chocolate is complemented by
natural and fresh ingredients.
Our management
• Mits is managed by the Board of
Directors which delegates day-to-day
management to the Chief Executive's
Committee (CEC).
• The Board is responsible for the overall
management and performance of the
company, and the approval of the long-
term objectives and commercial
strategy. There are currently 9 members
of the Board – two Executive Directors
and seven Non-Executive Directors in the
Company
Continue……..
• The Chief Executive’s Committee reports

to the Board and is accountable for the
day-to-day management of the operations
and the implementation of strategy. The
team is responsible to the Board for driving
high level performance of the growth,
efficiency and capability programmer as
well as for resource allocation.
MARKET
“MAKING MARKETS”
A NEW MARKET IS CREATED WHEN A
SET OF DIMENSIONS DEVELOPS …
TO DEFINE CUSTOMER WANTS AND
NEEDS AND MARKET SEGMENTS
Market Analysis: Top 15 Countries (2008-10)
Company Analysis: Top 15 Companies
(2008-2010)
Company Products Launched
11%
Cadbury
11%
nestle
8%
kit Kat
lions 8%
7%
LOTTE CO LTD
7%
THORNTONS PLC
6%
ALFRED RITTER GMBH & CO KG
6%
LIDL STIFTUNG & CO KG
6%
SAINSBURY'S SUPERMARKET LTD
5%
MAUXION SCHOKOLADEFABRIK GMBH
5%
NESTLE SA
5%
NEUHAUS
5%
TRUMPF SCHOKOLADEFABRIK GMBH
5%
CHOCLATIQUE INC
5%
CONFISERIE HEILEMANN GMBH
QUESTIONNAIRE
• Do you like chocolates ?
1.Yes 2. No
• which chocolates mostly you eat ?

1.Kit kit 2. Cadbury 3.nestle 4.others
• Which flavors you like in chocolates ?

1.Brown 2.nuts 3. cake 4. others
QUESTIONNAIRE
• how many chocolates you eat in one day?
a) 2 b) 5 c) 7 d) 10
• what price you prefer in chocolate ?

a) 5 b) 10 c) 25 d) 50 e) others
• do you prefer chocolates in gift?

1. yes 2. no
Marketing Mix
Price
Place
Positioning
Product
Promotion
Packing
PRODUCT
Mits chocolates
‘Let the life be more sweet’
Brand Logo
Brand name : Nathani . pvt.ltd

Product range
• we produce varieties of chocolates and
super brands chocolates….
• Candy
• Chocolates
• Confectionery products
• Coco powder
Features of the Product
• Bittersweet chocolate is dark in color and
used for baking.
• This chocolate is produced by blending at
least 35% chocolate liquor with up to 50%
cocoa butter, sugar and vanilla.
• It consists of approximately 50% cocoa
butter.
• This is chocolate in the purest form.
NUTRITIONAL QUALITIES
Chocolate has exceptional
nutritional qualities, being
a high energy food in a
small volume. It not only
contains carbohydrates,
fats, and vegetable
proteins, but also has large
quantities of potassium and
magnesium, some calcium
and sodium, and vitamins
A1, B1, B2, D, and E.
PRODUCT Flavour Analysis: Flavour Group
Brown flavors
like chocolate,
cocoa,
caramels are
the dominating
flavors in the
chocolate
industry
PRICE
• Multinational face several pricing problems
when selling goods.
• They must deal with price escalation
,transfer prices , dumping ,and gray
markets .
• When companies sell their goods , their
face a price escalation problem.
PRICE
The initial pricing is between 5 to 500 Mits
chocolates
depending on the size & weight .
• ( pricing is done after a thorough research )
Attractive price offering to initial dealers
Penetration pricing strategy is followed.

PACKING
• Small size .
• Medium size .
• Large size .
Place
• The geographic location is selected based on
the supply of products to minimize the
operation and transportation cost .
• Initially aiming at B to B marketing.
• Facility provides.
1. power 3. transport
2.water 4. raw material
PROMOTION
• Good brand position and quality which is consumer
favorites.
• As surprise gifts
• Scheme cards
• strong partnerships with retailers.
• Price kept that it should
be in the range of every Mits candy
one ‘s purchase .
• media advertising.
• Free sample.
POSITIONING ANALYSIS
Chocolate is
the ultimate
comfort food.
Health
conscious
consumers are
now looking for
double benefits
- health and
pleasure.
Segmentation
• A market segment consists of a group of
customers who share a similar set of
needs and wants.
• Demographic Segmentation
. Age and Life-cycle Stage- Consumer
wants and abilities change with age.
. minimum 5 years.
Segmentation
• Behavioral Segmentation
Occasions :
1. diwali . 2.chritmas 3. holi.
4. raksha-bandhan . 5. bhai-biz .
• Geographic Segmentation
1. village area .
2. semi urban area &
3. urban area.
Our Strategy
• Our plan for 20011 to 2012 , efforts of our teams and a
number of priorities which will make the most impact on
our revenue and margin performance.
• In order to generate superior returns for our
shareowners, we deliver six financial targets. These are
set out in our financial performance scorecard below:
• Coco powder revenue growth of 4% - 6% every year
• Total confectionery share gain
• Strong dividend growth
• An efficient balance sheet Growth in Return on Invested
Capital (ROIC)
• To achieve these financial goals, we have a growth and
efficiency strategy which aligns behind our focus on
fewer, faster, bigger and better. This focus is being
applied to all aspects of our business.
ACCPECTING FUTURE GROWTH OF PRODUCT
• Between 2010 and 2013, our
growth averaged 6% a year,
2013
a significant increase on the
previous four years,
• when confectionery growth
coco powder
averaged less than 22, and 2012
• candy by 21 chocolstes
• chocolates by 23 and candy

2011
• coco powder 11 confectionery
• We have significantly products
accelerated our growth from

2010 by unlocking the 2010
potential by substantially
increasing our investment in 0 10 20 30
innovation, marketing and
sales.
SWOT Analysis
• The size of the chocolate market in Mumbai is
about 1.05 tones and is valued at Rupees 10.2
million
• The impulse category is finally driven by visibility

and purchasing power of consumers.
Traditionally, this is how products are positioned
within the impulse category. In the past,
chocolate companies used to consider only the
different brands in the chocolate market as their
competitors.
SWOT Analysis
Strength Weakness
• Good brand position and • Lack of product mix or
quality which is consumer product basket as other
favorites. brands has .
• strong partnerships with • Lack of innovative and
retailers. designer chocolates in the
• Stores are available in festival season.
almost every market. • Low per capita consumption.
• Price kept that it should be in
the range of every one ‘s • Limited knowledge of
purchase . customers.
• Developing good skills, • Limited Market.
processes and ways of
working. Motivating our
people and reward winning
performance.
• As surprise gifts
• Scheme cards
SWOT Analysis
Opportunities Threats
• Cover the areas near Mumbai • Many big players have
where chocolates demanded
high as Goa. major position in the
• As the harbor is near, can export market like Cadbury
the products by increasing ,nestle ,kit Kat ,lions & etc.
Quality and range to the small
countries. • In peak time Public
• Increase personal relation in purchase generally branded
villages also. chocolates and local
• Increase the product range as manufacturers are ignored.
• Jellies
• Toffees • Highly qualified employees
• Bars in big brands.
• Lollipops • Huge investments on
• Gums advertisement by other
• Unsweetened baked chocolates brands
for garnishing

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Launching a New Product

• The Chief Executive’s Committee reports

• which chocolates mostly you eat ?

• Which flavors you like in chocolates ?

• what price you prefer in chocolate ?

• do you prefer chocolates in gift?

Brand name : Nathani . pvt.ltd

Attractive price offering to initial dealers

Penetration pricing strategy is followed.

• chocolates by 23 and candy

accelerated our growth from

• The impulse category is finally driven by visibility

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