Candy

Introduction
What are candies? What do they represent to you? What
do you favorites look and taste like? When do you eat
them, and why? But, most of all, do these questions
have similar answers in Italy, in Korea, in Spain or in
Thailand? The concept of “candy” is used all over the
world, but not always in the same way. While in Italy
almost all candies are sweet, in Japan, for example, one
candy is made with dried fish and sesame seeds, while
in India, jalebi is made from fried white lentils and sugar
syrup.
A curiosity about these different candy cultures led to
the creation of The Candy Project, a fascinating
anthropological (and gastronomic) project, which aims
to create a map of candies around the world and identify
the similarities and differences between different sweet
cultures. Developed for Mugaritz, a restaurant in the
Spanish Basque Country, by chef Andoni Luis Aduriz,
along with Iñaki Martínez de Albéniz, a professor at the
University of the Basque Country (UPV/EHU), with the
support of Slow Food and the University of Gastronomic
Sciences in Pollenzo, the project aims to study candies
at a social, psychological and ethnographic level,
analyzing their potential in the fields of nutrition,
education and others.

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Name of my product

“Berry Bite”

Logo of my product

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Tagline

“Nostalgic candy that would refresh your childhood

memories“

Similar brands in the market

1) Pass Pass Pulse
2) M&M
3) Skittles
4) Parle
5) Alpenliebe

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Competitive advantage over competitors
and USP
• Brand Equity -It has built a strong brand over
the years. Its products are associated with
Quality, trust, and taste. This brand equity
allows the company to command premium
Prices and fosters customer loyalty.

• Product Innovation-It continually invests in

research and development to innovate and
Introduce new products. This innovation helps
the company stay ahead of consumer Trends,
attract new customers, and retain existing
ones.

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• Cost Leadership-It focuses on cost
management and operational efficiency. This
cost-Conscious approach allows the company
to offer competitive prices while maintaining
Profitability, giving it an advantage in price-
sensitive markets.

Competitors

 Pass Pass Pulse

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Pulse (Pulse Candy), officially known as Pass Pass Pulse,
is a hard candy Originally launched in a ‘Kachcha Aam’
(raw mango) flavor, The hard-boiled candy is filled with
tangy salt and spices (alike Amchoor) in its central core.
Pack of 75 pieces of candies in a jar

USP

The unique selling proposition (USP) of this candy is the

right mix of taste of two different flavors & the right
hardness to keep the masala intact which smoothens out
gently into the mouth to titillate the taste buds of
customers.

 M&M

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M&M’s (stylized as m&m’s) are multi-colored button-
shaped chocolates, each of which has the letter “m”
printed in lower case in white on one side, consisting of
a candy shell surrounding a filling which varies
depending upon the variety of M&M’s. The original
candy has a semi-sweet chocolate filling which, upon
introduction of other variations, was branded as the
“plain, normal” variety.

USP

The unique selling proposition put forward by M&M’s is a

compelling one: “It melts in your mouth, not in your
hand.” And it is the evolution of the winning USP, that is
the focus of today’s post.

 Alpenliebe

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Alpenliebe is the flagship brand of Perfetti Van Melle and
a leader in the confectionery market.

The product, a rich milky caramel toffee, is a

combination of milk and caramel & has a unique mouth-
feel, making it an irresistible treat.

Alpenliebe was launched in India in December 1995 with

a distinct product proposition:

The candy was an amazing mix of caramel, milk and

butter

It was the 1st deposited candy in the Indian market and

therefore the eat experience was most unique

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USP

A rich milky caramel toffee

Reaching the target group

We would employ a targeted marketing strategy,

focusing on digital platforms and youth-centric channels.
Our brand would be leveraged on social media
platforms, such as Facebook and Instagram, to engage
with its target audience and create brand awareness.
Additionally, would also collaborate with popular youth-
oriented events and influencers to increase its visibility
among the target demographic.

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Advertising and promotional ideas

 Advertisement :-

Advertising is a marketing technique designed to

showcase and sell a particular product via multiple
channels. These channels may include traditional media
like television, radio, and print or digital platforms like
social media, video, display advertising, and email
marketing.

 Public relations:-

Public relations is a strategic communication process

that builds mutually beneficial relationships between
organizations and their publics.

 Personal Selling :-

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Personal selling is also known as face-to-face selling in
which one person who is the salesman tries to convince
the customer in buying a product. It is a promotional
method by which the salesperson uses his or her skills
and abilities in an attempt to make a sale.

 Sample :-

By providing people sample people would come to know

about the taste and flavours of the product which should
influence them to buy these products in future.

 Use of social media :-

The use of social media would help to influence large

amount of customers to buy the products , it would also
help them to understand the features of the product.

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Packaging

Packaging preserves aroma and flavor and eases

shipping and dispensation. Wax paper seals against air,
moisture, dust, and germs, while cellophane is valued by
packagers for its transparency and resistance to grease,
odors and moisture. In addition, it is often resealable.
Polyethylene is another form of film sealed with heat,
and this material is often used to make bags in bulk
packaging. Plastic wraps are also common. Aluminum
foils wrap chocolate bars and prevent a transfer of water
vapor while being lightweight, non-toxic and odor proof.
Vegetable parchment lines boxes of high-quality
confections like gourmet chocolates. Cardboard cartons
are less common, though they offer many options
concerning thickness and movement of water and oil.

Packages are often sealed with a starch-based adhesive

derived from tapioca, potato, wheat, sago, or sweet

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potato. Occasionally, glues are made from the bones
and skin of cattle and hogs for a stronger and more
flexible product, but this is not as common because of
the expense.

My product would be packed in the following wrapper

and will be used for sale –

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Channel of distribution

I would select the indirect channel of distribution . And

in indirect of distribution I would select two level
distribution as it would help the manufacturers to cover
large market area.

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Quality of product
- FSSAI Registration

As the Candy Business is a food-based Business Model,

it is required to have an FSSAI registration. FSSAI
Registration is meant to protect public health by
regulating and supervising food safety. Therefore, FSSAI
Registration is mandatory for the food business. The
process for FSSAI Registration is entirely online and
relatively easy to get once the documents are ready.

Cost per unit of product

FIXED COSTS

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These are costs that remain constant regardless of the
number of units Produced. It includes salaries, rent,
insurance etc. Thus the fixed costs is 85,000 Of the
ccandy Company.

• SALARY

Both skilled and unskilled employees are required for

our company and There is no change in their salary .The
total monthly salary expenses for all Employees are
₹60,000. There is no comparison in the salary of
employees .

• RENT

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The monthly rent for the manufacturing facility is
₹40,000. The rent comes Under fixed costs there is no
change in the amount of the location/site.

VARIABLE COSTS

These costs fluctuate with the number of units

produced.It does not remain Same.It includes raw
materials, packing charges,power,wages etc.The
variable Costs of the firm is around

• PACKING CHARGES

The packing costs ₹2per candy.

• POWER COSTS

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Assuming the power cost for production is ₹1,000 per
month.It depend on The product type that is
manufactured.Few product require a high power to
Manufacture it or there may be boom of product in one
particular month Comparatively .Thus the power cost is
not fixed.

STARTUP COSTS OF cookies

The startup cost for cookies company is

Land- ₹7,00,000

Computer -₹70,000

Equipment –₹200,000

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Machinery-₹500,000

Raw materials –₹100,000

Rent advance- ₹80,000

Salary-₹20,000

Selling price of our product

we have kept the selling price of our product

very affordable so that everyone could buy and
enjoy our product.

 0.07 gm - 1 Rupees

 Small kit - 4 Rupees

( consist of 5 candy)

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  Medium size packet - 40 Rupees
( consist of 50 candy )

 Large size packet - 85 Rupees

( consist of 100 candy )

 Extra large packet - 110 Rupees

( consist of 150 candy )

 One jar - 170 Rupees

( consist of 200 candy )

Start up
STARTUP COST With an Initial investment of ₹20 Lakhs
to ₹25 Lakhs, it will offer an Outstanding profit margin.

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It includes all raw materials, location of plant, Machinery
etc. The startup costs can be met either by personal
savings, loans, Investments from friends or family or
government grants.

Risk factor involved

 ACTIONS OF GOVERNMENT ENTITIES OR
THE MEDIA IN COUNTRIES WHERE WE
OPERATE MAY NEGATIVELY IMPACT OUR
OPERATIONS OR INCREASE OUR COST OF
DOING BUSINESS
 DISRUPTION IN OUR MANUFACTURING AND
DISTRIBUTION SYSTEMS COULD
MATERIALLY ADVERSELY AFFECT OUR
ABILITY TO MAKE AND SELL PRODUCTS AND
HAVE A NEGATIVE IMPACT ON OUR
REPUTATION, PERFORMANCE OR FINANCIAL
CONDITION

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  INCREASED COMPETITION OR
CONCENTRATION OF OUR CUSTOMER BASE
COULD LEAD TO INCREASE PRICING
PRESSURE AND DECLINING MARGINS
 SHIFTS IN CONSUMER DEMAND FOR OUR
PRODUCTS COULD ADVERSELY AFFECT OUR
SALES
 THE KEY RAW MATERIALS THAT WE USE IN
OUR BUSINESS COULD BE SUBJECT TO
SIGNIFICANT VOLATILITY IN PRICE AND
SUPPLY, AND THIS COULD INCREASE OUR
COSTS

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