Marketing Management

MARKETING
MANAGEMENT
PROJECT
INTRODUCTION
Chocolate is a usually sweet, brown food preparation of roasted and ground cacao seeds that is made in the form of a liquid,
paste, or in a block, or used as a flavoring ingredient in other foods. The earliest evidence of use traces to the Olmecs
(modern day Mexico), with evidence of chocolate beverages dating to 1900 BC. The majority of Mesoamerican people made
chocolate beverages, including the Maya and Aztecs. The seeds of the cacao tree have an intense bitter taste and must
be fermented to develop the flavor. After fermentation, the beans are dried, cleaned, and roasted. The shell is removed to
produce cacao nibs, which are then ground to cocoa mass, unadulterated chocolate in rough form. Once the cocoa mass is
liquefied by heating, it is called chocolate liquor. The liquor may also be cooled and processed into its two
components: cocoa solids and cocoa butter. Baking chocolate, also called bitter chocolate, contains cocoa solids and cocoa
butter in varying proportions, without any added sugar. Powdered baking cocoa, which contains more fiber than it contains
cocoa butter, can be processed with alkali to produce dutch cocoa. Much of the chocolate consumed today is in the form
of sweet chocolate, a combination of cocoa solids, cocoa butter or added vegetable oils, and sugar. Milk chocolate is sweet
chocolate that additionally contains milk powder or condensed milk. White chocolate contains cocoa butter, sugar, and milk,
but no cocoa solids.
Why I Selected this Product ?
Indian Chocolate Industry is estimated at
US$ 400 million and growing at 18% per
annum.
The market for chocolates in India was
estimated at 30,000 tonnes in 2008.
Chocolates are not just meant for kids but for
everyone. Chocolates now grace the
auspicious occasions in India , be it festival
like Diwali , a wedding , an engagement or
birthday ceremonies.
The retail sales of chocolate products
across India amounted to approximately 1.8
billion U.S. dollars in 2018, up from around
1.6 billion dollars in the year 2016 and
analysts estimated the figures to only grow
over the next years.
BENEFITS OF CHOCOLATE
Chocolate has numerous
benefits . Some of them are:
1. Chocolates reduces the

likelihood of a Heart Attack.
2. They protects against blood
inflammation.
3. It can help control cough.
4. Chocolates are good for
skin.
5. Chocolate makes you happy
and calm down.
6. Chocolate improves blood
flow .
Brand Logo
TAGLINE
Savour
The
Flavour
Unique Selling Points
As the first Organic and
Fair Trade certified
chocolate company in
India , Cocoalic’s founding
principle is that the finest
chocolate in the world can
be produced in an entirely
ethical , regeneration
fashion. We work with
farmers to source amazing
cocoa that benefits farers
and the environment . We
use totally eco-friendly and
recyclable packaging and
3% of our profits goes to
education of poor girls.
THE
PACKAGING
the science, art and technology of
enclosing or protecting products for
distribution, storage, sale, and use.
Packaging also refers to the process of
designing, evaluating, and producing
packages. Packaging can be described as
a coordinated system of preparing goods
for transport, warehousing, logistics,
sale, and end use. Packaging contains,
protects, preserves, transports, informs,
and sells.In many countries it is fully
integrated into government, business,
institutional, industrial, and personal use.
BRAND AMBASSADOR
Actor : Ayushmann Khurrana

TOP 5 COMPETITORS
The top 5 competitors
indulged in marketing
of chocolates are:
1. Cadbury
2. Ferrero
3. Amul
4. Nestle
5. Mars
STRATEGY
To increase the width of chocolate
consumption , we have decided to use
the technique of Price Penetration .
Penetration pricing is a pricing
strategy where the price of a product is
initially set low to rapidly reach a wide
fraction of the market and initiate word
of mouth. The strategy works on the
expectation that customers will switch to
the new brand because of the
lower price. We aim to maintain
leadership in the market through superior
marketing mix. We will be the player in
the gifting segment through occasion
linked gift packs.
SOCIAL MESSAGE
We are proud to produce the highest
quality premium chocolate but our
version is not just to make the finest
products, it is to match these high
standards with equally high ethical and
sustain ability standards in every single
aspect of our business.
Responsible behavior combined with the
highest quality ingredients, quality control
and Cocoalic's chocolates innovative
recipes allow customers to fully trust our
chocolate product. The packaging material
is totally eco friendly and 3% of the
company's profits goes to education of
poor girls.
CONCLUSION
By doing this project I have realized the
importance of marketing in our country and it's
concept has become very clear to me about
how to make a product, what should be it's
price and promotional schemes to be used. This
project not only improved my skills and
knowledge about the market but also helped
me gain awareness about the chocolate
companies and about the chocolate market in
India I would like to thank my Business
Studies teacher for giving me the opportunity
to make this project.
Presentation by :Kartikay
Saraf
Class : XII-C
Roll No.: 26600911

Marketing Management

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MARKETING

1. Chocolates reduces the

Actor : Ayushmann Khurrana

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