KENSRI SCHOOL AND COLLEGE

Name of the student: K.DINESH

Marketing topic: Chocolate
Subject: Business
Teacher’s Name: Ms. Tanuja
Choco Zen is a chocolate company dedicated to
crafting exquisite, high-quality chocolates that bring
moments of pure bliss to every bite. Our chocolates are
made with the finest ingredients, meticulously
sourced and skilfully blended to create rich, indulgent
flavours. At Choco Zen, we believe in the art of
chocolate-making and strive to deliver a luxurious
experience that delights the senses and soothes the
soul. Whether you're enjoying a quiet moment alone
or sharing with loved ones, Choco Zen chocolates are
the perfect treat to elevate any occasion.
WHY DID I CHOOSE CHOCOLATES?

I chose chocolates because they are capable of inducing joy and

creating unforgettable memories. While still young, I was fascinated
by the strong flavours and decadence that fine chocolate represented.
No, it’s not just a snack; chocolate is something that can comfort us
when we need someone by our side, remind us of special events and
say illimitable sign of affection and reliance all over the world. My
inspiration to make quality chocolates originates from a desire to
share this magic with others. What I desired to design was an item
than could turn ordinary ones into extraordinary days and bring
luxury in everyday life. As a result of Choco Zen, my passion for
chocolate intertwines with dedication to quality so that each piece
reflects on the happiness and heat which can be absorbed through
eating chocolates.
 COMPETITIVE BRANDS
Here are five popular Indian chocolate brands with their unique
features:

1. Cadbury India

- Iconic Brand: Synonymous with chocolate in India, with a long-

standing market presence.

- Beloved Products: Known for Dairy Milk, Celebrations, and Silk,

catering to all age groups.

- Cultural Relevance: Strong emotional connection through festivals

and everyday moments.

2. Amul

- Mass Appeal: Offers high-quality chocolate at affordable prices,

accessible across India.

- Diverse Offerings: Ranges from dark chocolate to unique Indian

flavor infusions.

- Trustworthy Brand: Part of Amul’s extensive dairy product line,

known for quality.

3. Nestlé India

- Trusted Legacy: Known for chocolates like KitKat and Munch, with
a wide consumer base.
 - Innovative Products: Regularly introduces new flavors and formats
to stay relevant.

- Strong Distribution: Extensive reach, making products easily

available nationwide.

4. Fabelle by ITC

- Premium Positioning: Luxury chocolate brand offering handcrafted

and gourmet chocolates.

- Exclusive Flavors: Focuses on intricate and unique flavor

combinations.

- High-End Experience: Offers a personalized chocolate experience

with bespoke options.

5. Parle

- Value for Money: Known for offering quality chocolates at

competitive prices.

- Popular Products: Brands like Melody and Kismi are well-loved for
their nostalgic value.

- Extensive Reach: Strong distribution network ensures availability

even in rural areas.

These brands are popular in India and cater to a wide range of

consumers, from affordable everyday treats to premium chocolate
experiences.
 PERMISSIONS AND LICENSES
1. Company Registration: Register your business with the Ministry of
Corporate Affairs (MCA) as a Private Limited Company, LLP, or sole
proprietorship.

2. FSSAI License: Mandatory for manufacturing, processing, and

selling food products. Choose between Basic, State, or Central licenses
based on your turnover.

3. GST Registration: Required for businesses with an annual turnover

above ₹20 lakhs (₹10 lakhs for northeastern states).

4. Trademark Registration: Protects your brand name, logo, or tagline.

5. Trade License: Obtain from the local municipal corporation to

legally operate your business.

6. MSME Registration (Optional): Register as a Micro, Small, or

Medium Enterprise for benefits like subsidies and lower interest
rates.

7. Factory License (if applicable): Required if you set up a

manufacturing unit, obtained from the Labour Department.

8. Pollution Control Board (PCB) Consent: Necessary if your

operations involve environmental pollutants.

9. Import/Export Code (IEC): Required if you plan to import

ingredients or export chocolates.

10. Shop and Establishment Act License: Mandatory for commercial

establishments, obtained from the local Labour Department.
 COMPETITORS UNIQUE SELLING
PROPOSITIONs

1. Cadbury India

- USP: Legacy and Trust

- Details: Cadbury, particularly with its Dairy Milk brand, is

synonymous with chocolate in India. It has built a strong emotional
connection with consumers through decades of marketing centered
around happiness, celebrations, and togetherness. Cadbury is seen as a
brand for all ages, offering a wide range of products from premium to
affordable segments.

2. Amul

- USP: Value for Money with Quality

- Details: Amul is known for delivering high-quality products at an

affordable price, emphasizing its roots in the cooperative movement. Its
chocolates are positioned as being both affordable and of good quality,
often leveraging its strong brand name in dairy. Amul chocolates appeal
to the mass market with a focus on purity and richness in taste.

3. Nestlé India

- USP: Global Expertise with Local Flavors*

- Details: Nestlé, with its KitKat and Munch brands, focuses on

providing a perfect blend of taste and texture. Their marketing
emphasizes the fun, shareable nature of their products. Nestlé also
innovates with flavours and formats that appeal to Indian tastes,
positioning itself as a brand that offers both global quality and local
relevance.
4. Fabelle by ITC

- USP: Luxury and Craftsmanship

- Details: Fabelle is positioned as a luxury chocolate brand, offering

exquisite and indulgent experiences. The brand focuses on handcrafted
chocolates with unique flavours and high-quality ingredients. It appeals
to a niche segment looking for premium and artisanal products, with a
strong emphasis on exclusivity and gourmet experiences.

5. Parle

- USP: Affordability and Accessibility

- Details: Parle, with its chocolate brands like Melody and Kismi,
targets the mass market with a focus on affordability and widespread
availability. Their chocolates are often associated with nostalgia,
appealing to consumers who seek value-for-money products that are
easily accessible in both urban and rural markets.
 RANGE OF OUR PRODUCT
Reasonable Price List of Our Chocolates:

1. Classic Milk Chocolate Bar

- Price: ₹50 for a 50g bar

- Description: Smooth and creamy milk chocolate that melts in your

mouth, perfect for any time of the day.

2. Rich Dark Chocolate Bar

- Price: ₹60 for a 50g bar

- Description: A 55% dark chocolate bar offering a deep, intense cocoa

flavor for true chocolate lovers.

3. Crispy Rice Chocolate Bar

- Price: ₹55 for a 50g bar

- Description: Milk chocolate infused with crispy rice, delivering a

satisfying crunch with every bite.

4. Nutty Milk Chocolate Bar

- Price: ₹65 for a 50g bar

- Description: Creamy milk chocolate filled with crunchy peanuts,

offering a delightful mix of smooth and crunchy textures.

5. Caramel Filled Chocolate Bar

-Price: ₹70 for a 50g bar

 - Description: Milk chocolate with a luscious caramel center, blending
sweetness with a silky smooth texture.

6. Mint Dark Chocolate Bar

- Price: ₹60 for a 50g bar

- Description: A refreshing combination of dark chocolate and cool

mint, perfect for a refreshing treat.

7. Coconut Milk Chocolate Bar

- Price: ₹65 for a 50g bar

- Description: Creamy milk chocolate blended with shredded coconut,

offering a tropical twist on a classic flavor.

8. Coffee Crunch Chocolate Bar

- Price: ₹70 for a 50g bar

- Description: Milk chocolate infused with crunchy coffee bits,

delivering a delicious blend of coffee and chocolate flavours.

9. Almond Delight Chocolate Bar

- Price: ₹75 for a 50g bar

- Description: Rich milk chocolate packed with roasted almonds,

providing a satisfying crunch in every bite.

10. Choco Bites Variety Pack

- Price: ₹90 for a 100g pack (10 assorted mini squares)

- Description: A variety pack of mini chocolate squares, including milk,

dark, and nutty flavours, perfect for sharing or a quick snack on the go.
 FEATURES
Features of Our Chocolate Company :

- Premium Quality Ingredients: We source the finest cocoa and natural

ingredients to create rich, decadent chocolates. Every bite reflects our
commitment to top-notch quality and flavor.

- Affordable Luxury: Enjoy gourmet chocolates without breaking the

bank. We offer high-quality treats at prices that make indulgence
accessible to everyone.

- Innovative Flavors: Our chocolates are crafted with unique and

exciting combinations, pushing the boundaries of traditional flavours
to provide a distinctive and delightful experience.

- Eco-Friendly Practices: We prioritize sustainability in every step of

our process, from ethically sourced cocoa to eco-friendly packaging,
ensuring our impact on the planet is minimal.

- Health-Conscious Choices: Indulge guilt-free with our range of

health-conscious options, including sugar-free and protein-enriched
chocolates, blending wellness with indulgence.

- Beautiful Packaging: Our chocolates come in elegantly designed

packaging, perfect for gifts and special occasions, adding a touch of
sophistication to every present.
 LABELLING :
NUTRITIONAL INFORMATIONS Per 100g

Energy 550kcal
Fat 30g
-Saturates 20g
Carbohydrates 50g
-Sugars 45g
Proteins 6g
Salt 0.2g
 LOGO

TAGLINE:
 COMPETITORS SELLING PRICE
1. Cadbury India
Product Size Market Average Price Notes
Segment Selling Range
Price (INR)
(INR)
Dairy Milk Chocolate 50g Mass ₹40 ₹35 - ₹45 Popular size, often part
Bar Market of promotional offers or
discounts.
Dairy Milk Silk 150g Premium ₹160 ₹150 - ₹170 Larger size for premium
Segment gifting, often sold
during festive seasons.
Cadbury Dairy Milk 36g Mass Market ₹45 ₹40 - ₹50
Adds a mix of nuts and
Fruit & Nut fruits, priced slightly
higher than regular
Dairy Milk.
5 Star 25g Mass Market ₹10 ₹9 - ₹12 Popular caramel-filled
chocolate, very
affordable, often
impulse-purchased.
Perk 27g Mass Market ₹10 ₹9 - ₹12 Double the size of the
13.5g variant, popular
among children.
Bournville 80g Premium ₹100 Dark chocolate,
₹95 - ₹110
Segment positioned as a
premium product with
a slightly higher price.
Cadbury Celebrations 186g Gift Segment ₹150 ₹140 - ₹160 Commonly sold during
Box festivals, includes a
variety of Cadbury
products.
 2. Amul

Product Size Market Average Price Notes

Segment Selling Range
Price (INR)
(INR)
Amul Milk Chocolate 150g Mass ₹100 ₹90 - ₹110 Larger bar, often used
Market for sharing or gifting.

Amul Dark Chocolate 40g Premium ₹45 ₹40 - ₹50 Positioned as a

segment healthier option with a
higher cocoa content.
Amul Fruit 'N Nut 150g Mass ₹130 ₹120 - ₹140 Includes dried fruits
Chocolate Market and nuts, appealing to
consumers looking for
added value.

3.Nestle India

Product Size Market Average Price Notes

Segment Selling Range
Price (INR)
(INR)
Nestlé Munch 12g Mass ₹5 ₹4 - ₹6
Extremely popular
Market among children and
teenagers, very
affordable snack.

KitKat 4 Finger 37.3g Mass ₹25 ₹22 - ₹28 Larger size for sharing,
Market priced affordably for
daily consumption.
Nestlé Milkybar 50g Kids ₹25 ₹22 - ₹28 Larger size for
Segment sharing, often
consumed as a treat.
 4. Fabelle by ITC

Product Size Market Average Price Notes

Segment Selling Range
Price (INR)
(INR)
Fabelle Dark Choco 12g Premium ₹350 ₹330 - ₹370 Luxurious mousse-
Mousse Segment filled chocolate,
highly indulgent,
marketed as a
premium treat.
Fabelle Choco Deck 150g Premium ₹350 ₹330 - ₹370 A mix of milk and
Milk Segment dark chocolate,
layered to provide a
rich experience.
Fabelle Hazelnut 125g Premium ₹350 ₹330 - ₹370 Premium bar infused
Luxury Bar Segment with hazelnuts,
positioned as a
luxurious product.

5. Parle

Product Size Market Average Price Notes

Segment Selling Range
Price (INR)
(INR)
Parle Kismi Bar 17g Mass ₹5 ₹4 - ₹6 Affordable caramel-
Market filled chocolate, very
popular among
children.
Parle Melody 6.6g Mass ₹1 ₹0.80 - ₹1.20 Widely known for
Chocolate Market its "Melody itni
chocolaty kyun hai?"
campaign.
Parle Hide & Seek 120g Mass ₹60 ₹55 - ₹65 Chocolate-filled
Choco Rolls Market biscuit rolls, priced
affordably for daily
treats.
Competitor’s Selling Price and Profit Margins To
Channel Partners
 How Our Product Will Be Packaged
1. Chocolate Preparation & Cooling: Once the chocolates are made, they
are cooled and prepared for packaging to maintain their shape and
freshness.

2. Primary Packaging: The chocolates are wrapped in individual

packaging, which could include foil wraps, paper sleeves, or plastic
pouches. This step protects the product from contamination and ensures
freshness.

3. Branding & Labeling: The packaging is branded with your

company's logo, product name, and key information, including
ingredients, nutritional values, weight, and expiration date.

4. Secondary Packaging: The individually wrapped chocolates are then

placed in larger containers such as boxes or bags for retail. This
packaging highlights the premium aspects of the product and offers a
visually appealing presentation for consumers.

5. Quality Control: Each batch is inspected to ensure the packaging is

intact and consistent with the company’s branding and quality
standards.

6. Eco-friendly Initiatives: The company might employ recyclable or

biodegradable materials to align with sustainability goals, reducing the
environmental impact of the packaging process.
 Channel Of Distribution
A channel of distribution refers to the path or route through which goods or services
flow from the producer to the final consumer. It includes all the intermediaries, such
as wholesalers, distributors, retailers, or agents that help move the product from the
manufacturer to the end user. This system ensures that products reach the right
customers at the right time and place.

Types or levels of channels of distribution:

1. Zero-Level Channel (Direct Channel):

In this type, there are no intermediaries, and the manufacturer sells directly to the
final consumer.

- Examples: Online sales, company-owned stores, direct mail, door-to-door selling.

2. One-Level Channel (Indirect Channel):

One intermediary, usually a retailer, exists between the manufacturer and the final
consumer.

- Examples: A manufacturer sells products to a large retail store, which then sells
them to the customer.

3. Two-Level Channel(Indirect Channel):

In this level, two intermediaries—typically a wholesaler and a retailer—are

involved.

- Examples: Manufacturers sell products to wholesalers, who then supply them to

retailers, and finally, the retailers sell to consumers.

4. Three-Level Channel (Indirect Channel):

This channel includes three intermediaries, usually involving agents, wholesalers,

and retailers.

- Examples: A manufacturer uses agents who work with wholesalers, who then
distribute the goods to retailers for sale to consumers.
Our Channel of Distribution:

- We have selected the indirect channel.

- We have selected this channel because of the following reasons:

1. Wider Market Reach

- By using intermediaries like wholesalers and retailers, your chocolate can

reach more customers across different regions and store types. This enables
you to tap into a larger customer base without the need for direct sales
infrastructure.

2. Cost Efficiency
- Indirect channels can reduce the cost of maintaining your own sales force,
distribution network, and marketing team. Retailers and wholesalers handle a
lot of the logistics, which saves time and resources.

3. Established Relationships:
- Wholesalers and retailers often have established relationships with
customers and know the market trends and consumer preferences. Their
expertise can help position your product effectively in the market.

4. Scalability:
- Indirect channels allow your business to scale more easily. Retailers and
distributors can help you enter new markets or increase your presence in
existing ones without having to build new infrastructure.

5. Reduced Risk:
- Since intermediaries handle the distribution, storage, and sales of your
chocolate products, your company bears less risk in areas like warehousing
and logistics. This also allows for quicker market adaptation based on
demand.

7. Improved Brand Visibility:

- By partnering with established retail chains or specialty stores, your
chocolate brand can gain greater visibility and credibility, especially if these
stores are well-known in the market.
 Selling Price of Our Product(Assumption)
Consumer Cost to Price to Price to
Selling Manufacturer Wholesaler Retailer
Price
₹50 ₹20 ₹43 ₹46
₹60 ₹30 ₹54 ₹55
 Five Ways To Promote our product :

1. Social Media Marketing:

- Use platforms like Instagram, Facebook, and Pinterest to showcase your chocolate
products. Post high-quality images, behind-the-scenes production videos, customer
testimonials, and recipes using your chocolates. Collaborating with influencers or
food bloggers can also help spread awareness.

2. In-Store Promotions and Tastings:

- Partner with retailers to offer in-store promotions and free tasting events. This
allows customers to sample your chocolate and experience the quality firsthand,
increasing the likelihood of a purchase. Limited-time discounts or bundle deals can
further entice buyers.

3. Seasonal and Holiday-Themed Campaigns:

- Create special editions or gift packages around holidays like Valentine's Day,
Christmas, or Easter. Promote these seasonal offerings through email newsletters,
social media, and your website. Holiday-themed packaging or custom gift sets can
enhance appeal.

4. Collaborations with Local Businesses:

- Partner with cafés, bakeries, or restaurants to incorporate your chocolate into

their desserts or beverages. This will help increase brand exposure, while also
creating an association between your chocolate and other high-quality products.

5. Online Contests and Giveaways:

- Host contests on social media or your website where customers can win your
chocolates. Encourage participants to share photos, tag friends, or use branded
hashtags, creating viral awareness. Giveaways can build excitement and attract new
customers to your brand.
 UNIQUE SELLING PROPOSITION
1. Premium Quality: Offers artisan chocolates crafted with high-quality,
sustainably sourced ingredients.

2. Mindful Ingredients: Focuses on natural flavours and health-

conscious, guilt-free indulgence.

3. Ethical Sourcing: Committed to sustainability and fair-trade practices,

supporting ethical cocoa farming.

4. Luxury Experience: Combines indulgence with simplicity, delivering

a refined, sensory experience in every bite.

5. Minimalistic Packaging: Eco-friendly, elegant packaging designed to

reflect the brand’s commitment to mindfulness and sustainability.

Social Message:

"Savor the Goodness, Sustain the Earth"

At ChocoZen, every bite of our chocolate is crafted with love for both
people and the planet. We believe in creating indulgent, premium
chocolates while respecting nature and the communities that make it
possible. By choosing ChocoZen, you're supporting ethical sourcing,
fair-trade practices, and sustainable packaging. Together, let's enjoy
mindful indulgence and protect the world we all share.