Final Project of Chocolate House

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IMC PLAN ON CHOCOLATE HOUSE

Stevens Business School (2009-11)

IMC PLAN

ON

SUBMITTED TO:

Mrs.Manshi Marfatiya

SUBMITTED BY:

Hiren Darji

Jimmy Thakkar

Bhupendra Zala

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Acknowledgement

At the outset, we would like to thank our faculty guide Prof. Mansi Marfartia for her valuable suggestions and guidance which provided a meaningful direction to this project.

Finally, a heart full thank you to all our friends who appreciated and supported our work and helped us to remain motivated for the completion of our project.

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Content

Sr. no Name of the Topics Page No.

1 Acknowledgement 22 Situation Analysis 43 Cost structure of the industry 84 Nature of competition 85 Emerging trend in the market 106 Our product 117 In house skill vs. competitors 118 Segmenting & Targeting 129 Positioning 1210 Creative approach 1211 Branding 1612 Budgeting, Media planning 1713 Annexure 27

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1. Situation Analysis1.1 Confectionery Industry

The confectionery industry in India is approximately divided into:

Chocolates Hard-boiled candies Eclairs&Toffees Chewing gums Lollipops Bubble gum Mints & Lozengens

The total confectionery market is valued at Rupees 23 billion with a volume turnover of about 145000 tonnes per annum. The category largely consumed in urban areas with a 70% skew to urban market and a 30% to rural market.

47%

20%

18%

2%13%

Confectionery Industry

ChocolatesHard boiled candiesEclairs & ToffeesChewing gums & lollipopsBubble gums & Mints and Lozenges

Hard boiled candies account for 20% Eclairs and toffees accounts for 18%, Gums and Mints and lozenges are at par and account for 13%. Digestive candies and lollipops account for 1.50% shares respectively. And the rest is chocolate market with 47-5%.

Overall industry growth is estimated at 2.5% in the chocolates segment and sugar confectionery segments have declined by 3%.

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Cadbury with Dairy Milk, Perk, Gems, 5 Star, Celebration, Bytes, Dairy Milk Eclairs, Eclairs Crunch, Mr. Pops and Halls Brands is a key player in the chocolate, éclairs, lollipops and mints segments.

[2009 data from Cadbury India]

Organized market for sugar confectionery/gums is estimated to be 183216 tons in volume and around 19.2 bn in value. The confectionery market is highly fragmented with strong regional presence. Leading players are Cadbury India, nestle, Nutrine, Parry,s Confectionery, Parle, Ravalgon, Candico etc.

1.2 Sugar Confectionery

Market Statistics- Sugar

Market Size 163000tpaGrowth Rate (last 3 years) 15% p.aShare of unorganized Sector 100000 p.a

Growing Market Share:

Optimum utilization of distribution network and reach. Introduce technologically differentiated value added sugar products. Focus on quality and packaging. Regular of variants.

1.3 Chocolate Market

The chocolate market in India is estimated to be around 30800 tonnes. It is dominated by 2 major players, Cadbury India Ltd and Nestle, India Ltd, which together account for about 90% of the total chocolate market. Cadbury India is the market leader with 65-70% share in chocolates, but nestle is growing faster. ITC and HLL are also operating in the confectionery segment. Parle is trying to revive popular poppins melody. It plans to give the brand a new packaging and a makeover for mango bite. It is also concentrating on newer brands such as Smoothies (lacto), Chox (chocobar), and Cafechino (coffee toffee).

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70%

20%

10%

Chocolate Market In India

CadburyNestleOthers

1.4 Imported Chocolate Brands in India

Imported chocolates have gained momentum since the lifting of quota restrictions. Toblerone, Ferrero, Arcor, Rocher and Raffaello are some of the imported chocolate brands that have begun to gain prominence in the Indian market that is largely dominated by Cadbury’s. Imports of confectionery are mainly concentrated in high value premium products. Many global premium chocolate and candy producers are looking to Indian market as its demand growth is strong and per-capita consumption is relatively low. Present tariff rates encourage global players to establish global subsidiaries. Lindt chocolate bars entered the market in February 1999 and cost around Rs.120. An imported snickers bar is around Rs.60. Locally produced chocolates and sweets tend to cost between Rs.5 and Rs.35. Even though quantitative restrictions on imports were removed in 2001, India’s tarrif structure makes it difficult for imported confectionery to compete against locally produced products. The best prospects for imported brands therefore tend to be high value chocolates and sweets that target affluent consumers, as well as the gift segment of the market. This growing class of elite consumers is aware of quality differences and is ready to pay premium prices for world standards.

1.5 Characteristics of Market:1.5.1 Product And Prices

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The imported brands owing to their prices tend to be more up market focused products. The Swiss major Lindt offers a range of flavours like strawberry, raspberry, pistache, orange, cherry, almond, caramel, and plain milk (rs 130 for 100 gm bar). German brand diet (costing rs. 130 for 100gm) also comes in various flavours like strawberry, nuts, mints etc. Tudor gold, a Malaysian brand, is available in flavours like orange cream, cashewnuts, whole almonds, fruit and nut, and luxury chocolate (rs 76 for 100gm). Liquor chocolates is another popular segment, but one where there is no domestic brand. Theses chocolates are very popular with people as gifts. Goldkem and Walter hendl are the only two brands of liquor chocolates in the market.

1.5.1.1 New Initiatives

Players like Cadbury and Nestle have also introduced chocolates in smaller packs, costing less than the regular packs to have larger penetration in the market.

New product launches including- a brown and white chocolate combination ‘Dairy Milk Two-in-one’, ‘Bytes’ chocolate wafer snacks by Cadbury India are driving growth.

1.5.1.2 Channel

Standard grocers are the leading distribution channel, with one third of the Indian confectionery market, by value. Traditional grocers are the only other channel to take a double digit share. The reminder of the market shows a high degree of fragmentation.

1.5.1.3 Norms

Low margins, high volumes, price sensitivity, and high advertising expenses characterized the chocolate industry.

2. Cost Structure of The Industry:

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The average cost for a company operating in this industry as a percentage of total revenue or the profit margin. Profit Margin for Nestle is 87.4% and profit margin for Cadbury is 93%. Average cost for the companies in this industry is 90.02% as these two are occupying the major chunk of the market. Though the margin is low but this industry majorly focuses on the volumes. Major chunk of the cost is distribution cost because of the requirement of dedicated cold channels. And also to convince the retailers to share refrigeration space.

3. Nature of competition:3.1 Cadbury India, Advertising Strategy

Chocolates have usually been viewed as something meant only for children. Perhaps realizing that children would be attracted to any chocolate, irrespective of the brand, CIL targeted adults with their advertising since early 1990s. Most, if not all, of Cadburys advertisements in India feature people over 18 years of age.

The message that CIL seems to be attempting to put across in this: “In every adult, there is a child- let that child express itself, give in to temptation, and satisfy his or her desire to sink teeth into smooth, creamy, delicious chocolate”.

Message execution:

Cadbury’s multi- award winning campaign-“The Real Taste of Life’ – launched in the 90’s attempt to capture the child like spontaneity in every adult. From the old man offering his wife a Dairy Milk chocolate to the dancing girl in a crowded stadium, all reflect the impulsiveness and the spontaneity of the child in the adult.

Cadbury’s perk, the light snack, addresses the hungry child in every adult, as exemplified by the bride who nibbles at a perk under her ‘pallu.’ Cadbury’s Dairy Treat conveys its message through the mother who refuses chocolates and other treats to her son, till dairy treat comes along and quickly changes her opinion about chocolates.

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Catchy lines such as ‘The Real Taste of Life’, ‘Khane walo ko Khane Ka Bahana Chahiye’, or ‘Reach for the Stars’, are also extensively, and to good effect in Cadbury’s advertisements.

Focus Are For Growth:

Impulse Snacking Child Connectivity Gifting New Channels & Institutional Sales Further Improve Quality of Products.

Strategy for Growing Market Share:

Optimum Utilization of distribution network and reach Introduce technologically differentiated value added sugar products Focus on Quality and Packaging. Regular Introduction of Variants.

Nestle India, Advertising Strategy:

Nestle India is a subsidiary of Nestle S.A of Switzerland. The company has six factories and a large number of co-packers in India. The company’s principal activities are to manufacture and distribute food products. The food products offered by the company include milk and nutrition, soluble beverage powder, coffee blends, tea, cream, chocolate, cereals and cooking aids. It entered the chocolate business in India in 1990 by introducing Nestle Premium chocolate. Chocolate products accounted for more than 20 percent of the company’s gross revenues in 2006. Major brands in its chocolate segments are: KITKAT, KITKAT LITE, MUNCH, MUNCH POP CHOC, MILKYBAR, BAR-ONE.

Nestle KIT KAT is one of the highest selling chocolate brand in the world. It sells over 12 billion Nestle Kit Kat fingers per year. Nestle Munch, priced at Rs. 5 is

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already the largest selling SKU in the chocolate and wafers category with sales in metros as well as smaller towns.

Advertising Strategy:

Nestle, often stresses the energy giving aspects of chocolates or on the other attributes of the chocolate-taste in the case of Nestle crunch, as a light snack in the case of Nestle Bar one. Nestle specifically targets children in the advertising for Milky bar, its white chocolate, again emphasizing its energy giving properties.

The company has been employing over a hundred different agencies. It has retained a few agencies- Mc Ericsson, Lintas, Ogilvy and Mather, JWT. The company has dedicated teams from theses advertising agencies. MC Cam for instance has 10 people working only with Nestle.

Nestle subsidiaries have encouraged their local agencies to tie up with the company’s global agencies. The rationalization of worldwide communication efforts has helped nestle achieves efficiencies in the case of products such as coffee, ice creams and chocolates. While Nestle has also made attempts to transfer advertising expertise across countries, there are obvious limits which essentially mean that the same advertisement can be perceived differently in different regions. Therefore, it has to consider these sensitivities.

4. Emerging trends in the Market:

Indian chocolate market is almost totally depended on purchases of Kids. In recent times, the chocolate majors, Cadburys and Nestle took major initiatives to bring in grown ups in this market.

While Cadbury is trying to sell indulgence to adults. Kit Kat selling ‘ritualistic’ break to teenagers/young adults. Also the trend is toward health consciousness & taking as low sugar as possible.

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5. Our Product – “The Chocolate House”

Idea Generation:

The basic idea behind the product is to induce the chocolate culture. The prime focus here is to provide customers a one stop solution for all kind of products involving chocolates, ranging from consumable chocolates to the ones used as beauty products. The chocolate joint would deal with dark chocolates, syrups, drinks, cakes, fudge, smoothies etc. Along with this, the chocolate joint also has certain exciting features, which definitely will make this a must visit for all chocolate lovers. Details of these are given below:

ATTRIBUTES:

The product primarily includes chocolate. It is available in all forms of candy, toffees and bars in dark, milky and choco flavor. The chocolate joint deals with;

Boxed chocolates Molded chocolates Liquids & Syrups Cakes, fudge and smoothies Chocolate fountains and party decors Chocolate beauty products Chocolate spa

6. In – House Skills vs. Those of Competitors

Generally, in a FMCG product, apart from production efficiencies, marketing and distribution are some of the major skills that any firm would like to develop. Moreover, if we look at a company like Cadbury, their major competency is in effective distribution network and this is one of their main focus areas. Primarily in case of chocolates distribution is important and a challenge as well, as it requires a complete cold channel. This is an area where we do not need to worry much, just because we do not require completely cold channel for distribution, hence the number of options available to us are more. So, we can now focus on other areas and competencies. One of our major skills is our high end R&D. For long term

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sustainability of our brand in the market, we need to constantly come up with newer varieties of flavors based on the consumer’s tastes and preferences; Innovation in product development will thus be a prime focus area.

7. Segmentation and Targeting:

The target group can be reached through modern trade as our target group would prefer buying from MT outlets rather than from trade outlets because as we have seen in the market analysis that out of 2/3rd reach of impulse products only 25% stocks chocolate i.e around 16.5% and these will be majorly are big stores, super market, and big retail chains.

Our target audiences are from age group 5 to 30 years. Children from age group of 5 to 14 years would not have the buying power but would use there pester power to purchase the product. Some of the characteristics of our target group are:

Educated Urban High Disposable Income Frequently visit modern trade outlets to fulfill their day to day needs

8. Positioning:

The unique Selling Proposition of “The Chocolate House”

The tag line “The Ultimate World of Fantasy” Clearly signifies the wide options available to let oneself go for taste, flavor, luxury and indulgence. The basic aim is to fuel the chocolate culture. The tag line interprets the one stop solution; to cater the every chocolate need of consumers.

Primarily in the current market scenario, there is no similar concept existing. We are focusing on making the customer more excited about the entire chocolate consumption experience, as well as giving them the wide range of option at one place. We are keeping the ultimate consumer at the centre and keeping their requirement in mind, we develop products of unique aura.

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9. Creative Approach:

The chocolate house being a totally new concept that we are coming up with, the right choice of the creative approach that we will be using is very crucial. Unless we make the message that we want to convey to our consumers very clear, there are high chances that they will interpret our product benefits and use wrongly. This is the case with any new product launch. It is hard for the consumers to accept and relate to the ad message at the first go. So, the break up for execution is as follows:

9.1 Why are we advertising?

The chocolate industry in India has well established players like Amul, Cadbury, and Nestle which have been in the market. Moreover, Cadbury’s is the market leader and is a household name among young and adults alike. These entire situations mean that while an entry into the market may not be tough but breaking through the clutter will be a relatively difficult task. Our product, though innovative is still a new product for consumers for whom chocolates still means Cadbury to a large extent. Therefore we are advertising to create awareness among the target consumers. As the AIDA modal suggests that for anything to result in to an action, first awareness has to be created which then lead to interest and if the taken further the interest leads to desire. A strong desire then leads to action that is the ultimate consumption. Advertising will help us create that awareness among the target group.

9.2 Who are we talking to and what do we know about them?

Our target is of the age group of 8 t0 30 years wherein the age group from 8 t0 14 years will not have the buying power and they will use their pester to get the product.

The characteristic of our target group is as follows:

Urban Value for money customer Educated Independent Frequent mall visitors

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Particular about the kind of product they purchase

9.3 What do we want them to think and do?

We want to create excitement among our target group. The USP of the product is its wide range of availability at one joint. This is new concept for the chocolate market. Therefore we want our target group to be excited about the product. We want them to feel the magic of what else can be done with chocolate. Moreover, we want them to believe that the products’ quality is better then the current brands and their taste buds are also being satisfied as per their need. The other exclusive service related to chocolate, who are otherwise available rarely and at premium prices are available at one stop destination of experience. Satisfied customers bring in more consumers so we want our consumers to advertise the product by word of mouth. Therefore, apart from being indulge with the wide product experience we expect our customers to talk about the product and build the brand equity.

9.4 What is the core brand insight?

As the single big idea that we have thought of portraying to the consumer is to induce a chocolate culture, that is he can have the chocolate in whichever flavor he wants and in whatever form, shape he wants, party decors also the beauty products and services available at a single joint for a completely different chocolate experience.

9.5 What should the advertisement say?

The ad message should make the USP of our product very clear, which is;

“The Ultimate World of Fantasy”

Keeping in mind our USP, the ad message can be broken down into three Subcomponents-

Unique product experience Flexibility of choice Customization option

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As this point of time we are focusing on making the product attributes and benefits very clear. Though it is a fact that our product cost will be much less as compared to other complementary products available in the market, it does not make sense for us to project ours as low cost product. This probably is something that we want the consumers to realize themselves, which will play role in creating consumer delight.

9.6 What should be the tone and manner of advertisement?

The FCB Grid uses involvement (high-low) and think/feel as the two dimensions for classifying product categories. This classification suggests that purchase decisions are different when thinking is mostly involved and others are dominantly involved with feeling. In addition, different situation also exists, resulting in decision making processes which require either more or less involvement. The quadrants summarize four substantially major goals for advertising strategy; “ To be informative, affective, habit forming or to promote self satisfaction.”

As seen clearly from the FCB Grid, we clearly see that our product lies in the Feel-Low involvement quadrant. This area is for those products that can be likened with “Life’s little pleasure”; those that can satisfy personal tastes. Products such as cigarettes, Liquor, candy, movies or the decision to patronize fast food restaurants all appertain to this quadrant. A DO-FEEL-LEARN hierarchy effect is the consumer’s process for this are, and product experience is a necessary part of the communication process.

Sending the message across:

The target segments for our product are consumers in the age range of 8-30 year, belonging to upper middle class. We want to make our product a permanent part of the shopping basket every time a family goes out on weekend, shopping for general household items. For all this it is very important to create some kind of emotional bondage in the minds of the consumers with regard to our product, and make them realize its necessity. For these reasons, the kind of advertising that we will be going for will be a mix of emotional and experiential components, with explicit and close ended message.

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9.7 What exceptional considerations are there?

We will be launching the product in a phased manner:

Since we are not launching the product nationally at one go we will not be going on national TV.

10. Branding:10.1Brand Name :

The message we want to send across through this brand name is the concept of chocolate and house for wide options availability.

10.2Brand Association: Owned Word: We will be using “The Chocolate House” as the word we

want our brand to associate with, as it conveys the whole meaning of our product; an ultimate destination where all kinds of chocolate can be experienced.

Slogan: The ultimate world of fantasy

It signifies that, our chocolate joint is the ultimate destination for the chocolate lovers where they can relish all kind of chocolates in different forms and flavors as well as beauty product and services.

Symbol & Logo:

Logo- The bar code style signifies the different textures of the chocolate and its wide rang of availability with the mascot at side.

10.3Brand Personality

The consumers will be able to build up a better bonding with our brand because our brand will offer customer various flavors, shapes and customization in one

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pack. Flexibility to customers is that he can have the chocolate in whichever flavor he wants and in whatever shape he wants and different kinds of other services available for a completely different chocolate experience.

The different target groups for our will also be able to associate with our product as our brand will depict the following personality traits for each of our target segments-

Children: Adventurous, joyous- our brand would provide them with the fun of having the chocolate in shapes of various toys like animals, planes etc. along with the sensory feeling of having a chocolate. They can make the chocolate themselves so adventure part also comes in play.

Family: Since we are trying to target age group from 8 to 30 years which would include young families with small children, some of the characterstics of our target group family are:

Urban, Educated family Value for money Enjoy shopping at malls See shopping as family activity Sec A & B More Mall Oriented weekend shopping

Women: Beauty solution with the goodness of chocolate in form of beauty therapies by consultants and rejuvenating sap treatment, hence our target group also includes beauty and class conscious women of age group 20-30.

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11. Budgeting, Media Planning And Campaign Roll Out:

11.1Budgeting:

CHOCLATE HOUSE is a new product based and service based in an already highly competitive market. It competes with not just other chocolates like Cadbury and Nestle’s but also with loose chocolates sold in malls also with all kinds of beauty parlors and spa centers and also with the party decorators etc. It is being positioned as a service which can be consume at any time after making and making the ambience.

Chocolates being a low involvement product it need to have high awareness and high reach. It should be easily available and should have prominent display. The logo designed by us has brought colors and thus will get us eyeballs. Thus the main objective of the advertisement campaign would be to increase awareness and salience of the brand.

The overall advertising expenditure is Rs. 17, 98,000.

Methodology Followed: As we are a new brand, we have the special task of generating awareness from a zero level. It is necessary to make a heavy investment in advertisement during the first year of the brand’s life.

It’s a general trend that

Advertisement up to 6 months in the first equal to the gross profit Advertisement in the later 3 months of the year equal half the gross profit Advertisement in the end of the year equal some % of the gross profit

11.2 Media Planning

Media Class Used: We are using four mediums for our campaign which are Radio, Print (Magazine & Newspapers), Outdoor promotional activities.

We are using these media classes to have a multiplier effect like when radio is used along with TV, there is a dramatic increase in frequency of exposures, either in the same period as the TV campaign or later to extend the campaign over time, radio can be used for regional or local exposure booster; radio can be used to reach light viewers; radio extended TV messages to key times of day when TV audiences are lower or when product relevance is higher (such as afternoon meal time for Food marketer).

Also in communication, given that Radio is perceived as personal medium, radio can bring brands closer and speak to the consumer at their level (this is important for brands which do not wish to be seen as distant like CHOCLATE HOUSE); radio has a culture of response where

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listeners frequently interact with their station which they see as accessible. In detail radio allows activity to be geographically varied, radio can also allow a fast turnaround for new initiatives; low production costs mean multiple copy messages can be varied round the core TV communication. And similarly combination of all these Medias will give us a wider reach & more exposure than only one or two media classes.

11.2.1 Print Advertisement:

Media Vehicles for Print: Activities under print advertisement shall cover the newspapers, magazines especially the women and culinary magazines.

11.2.1.1 Newspaper Advertisement:

In newspaper advertisement, we are targeting Ahmedabad Times and Ahmedabad Mirror and as well as one Guajarati regional newspaper. The cost Structure of the advertisement is as follows;

Name of Publication

Cost Structure

Ahmedabad Mirror

Ahmedabad Times 2,15,000

Regional Newspaper

1.25,000

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In newspaper we are planning to give advertisement twice in a week for the initial 3 months. The days would be Thursday and Saturday. The cost given below is on an average basis. The size of the newspaper advertisement would be “

11.2.1.2 Pamphlets Advertisement:

In the pamphlets advertisement we would be using informative advertisement which give detailed information about chocolate house to our target group. These pamphlets we would be distributing nearby all malls and university area. The Cost Structure of the Pamphlets Advertisement is given below;

These pamphlets advertisement would be continue following the one month of opening of the chocolate house. The reason behind taking this tool of advertisement is that these will reach to all area of our target group and will give all the information about our chocolate house.

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11.2.1.3 Magazine Advertisement:

11.2.1.4 Hoarding advertisement:

This is the media tool which we are going to use in order to reach our target segment. As we are planning to established our first chocolate house in the area nearby Himalaya Mall. We have chosen this area because our target group is belong to upper middle class and educated people. The places where we are planning to make our hoarding and there cost structure is as follows:

Place Cost Structure

Nehrunagar Rs. 45000

Manav Madir Rs. 80000

Satellite Area Rs. 35000

Maninagar (Nr, Kankaria)

Rs. 45000

The above cost structure represents monthly rent of the hoarding in the given respective area. The hoarding advertisement would be continuing for the 2 months after the opening of our chocolate house. The size of the Hoarding would be 20*10.

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11.2.1.5 Radio Advertisement

Radio operates within a time in which people generally are free and not preoccupied with something serious- typically travelling time. In this kind of the situation, this is very beneficial for our product as an ad on radio while someone going out for shipping, or when someone is on the way back to home from office and then the ad can remind him of the product, and can generate a sudden desire to get on the way. The following chart shown below is give detail about the costing part of the radio channel. We are target ting two channels;

Radio Channels Cost structure

Radio Mirchi Rs. 4,25,000 for 15 sec. 15 days and 10 times in a day

Radio City Rs.2,25,000

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In communication Radio allows more information to be conveyed, which is useful for explaining or persuading; radio allows multiple copy(which can also be used regionally or demographically); radio brings brand closer, as listeners identify with their radio station and see it as aimed at people like them; radio is better able to communicate the tone or character of a brand.

Key findings from the survey:

Radio has a reach of 56% and there is a distinct skew towards males. Radio Mirchi is the most popular station and is tuned by people in Sec A and b. People

listen to FM at home (70%), While driving (32%), at Public Places (9%) and at the offices (7%).

Almost 51% of the people listen to FM for an average time of one hour and another 39% listen to FM fro a longer period of 1-3 hours.

Sunday Listenership is dramatically low with only 10% of the people tuning in to FM v/s weekdays where the number of tune-ins is as high as 90%.

Our Media Vehicle for Radio

Time Bands

Our target audience is sec A and B people. Students are not prime target. The following research date shows the key time bands for different category of people. From these data, the time bands that we will be focusing on will include.

a. 0600-1000, this will cover most of our target segment.b. 1000- 1400, which will target our segment, which is housewives.

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Radio Mirchi Ahmadabad tops FM rankings with over 81% listenership share

IRS 2009 R2 (Indian Readership Survey)

Listnership – ABSR (%age terms)

Station Ahmedabad RajkotSura

t Vadodara

Radio Mirchi 81% 46% 60% 72%

Vividh Bharti 49% 75% 24% 43%

Radio City 14% 0% 21% 18%

My FM 15% - 13% -

Radio One 12% - - -

RED FM 4% 30% 29%

Big FM - 37% 13% 29%

AIR FM 10% - 8% -

Source: IRS 2009 R2(Indian Readership Survey)

Base : 4 locations, Any FM Radio listened to last week

11.2.1 Outdoor Advertising:

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Extempore: Impromptu gifts given to people random selected and asked to speak about chocolate experience for a minute outside the mall.

Sweetest Family Competition: Competition among families with entries invited from our target group and then shortlisted entries can be made to compete outside a mall on a weekday wherein each has to prove how they are sweeter than others.

11.2.3.1 Bonus Card

We will give bonus card to all our customer i.e. they get 15% discount on next 6th purchase from our store.

11.2.3.2 Membership Card

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Those who purchase product from our shop we will give them free Membership Card. We will give surprise gift to our members and their family on their birth day. We will also provide them 20% off on purchase of our products in festival season like, Diwali, dashera, etc. we will also provide 15% off on chocolate spa treatment to them.

12 Annexure:

12.1 Questionnaire

Questionnaire

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1. Name:2. Gender:3. Age:4. Income:5. Occupation:6. Do you love to eat chocolates?

Yes [ ] No [ ]

7. Would you like to like to go chocolate outlet?

Yes [ ] No [ ]

8. What are your likes and dislikes about chocolate room?9. Which media tool would be more effective to you (in reach of proper

message)? Rate them between 1 to 5(5 would be highest)

Print Media

Hoardings

Radio Advertisement

Bicycle Advertisement

Outdoor Advertisement

10. Which is the preferred time for listening Radio?

11. Do you prefer to listen radio on Sunday?

Yes [ ] No [ ]

Final Project of Chocolate House

Documents

Transcript of Final Project of Chocolate House