choice choco

7/28/2019 choice choco

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Made ByRukhsana Haque

Rina Hussain

Asma Siddiq

Sehrish Khan

Muhammad Ameen

AASRR company


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PRODUCT REVIEW

COMPANY NAME;

AASRR

PRODUCT NAME;

CHOICE

slogan such as:Your Life Your Choice

AASRRCompanyChoose choice and live a healthy life


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Objective of study

.

To get familiar with the Pakistanimarketing strategies

To view the segments being targeted by

upcoming product in the marketUp to what extent do the public respond

toward the new product?

To prepare a marketing plan forcapturing our target marketTo be a relevant guide for any brand

launch in Pakistan


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Introduction

Our Company AASRR

is going to introduce a new

product with the reference of

Quality, royal brand with richflavor and customized product

for Consumers

Chocolate, which were believedto kids preference, are now beingconsumed by teenagers, and adults.


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Vision Statement

AASRR set out a vision to

achieve a CHOICE to bePakistans Premier Chocolate

Company offering nutritious

and superior quality taste sweetsto its consumers. By 2016 we aim

to achieve 30% of market shares, and whileit, we would be the best in terms of

consumer value, customer service,employee talent consistent and predictablegrowth.


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Mission StatementTo be a leading producer

of chocolate becomededication to nature,

corporate and hygiene,

dynamic leadership and common to our partners and

stakeholders. We can easily understand the missionstatement by following points like;CHOICE mean quality

This is our promise

Our reputation is build upon quality Our commitment to continuous improvement

It will ensure that our promise is delivered.


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Marketing M ix

Product

Price

Promotion

Place


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Product.AASRRS CHOICR is to continuous improvement in the

quality and features of product. It is the missionstatement of CHOICE to make quality chocolatewhich have competitive advantage from thecompetitors products and it enhances the goodwill of

the company.Ingredients:

Chocolate liquor

Cocoa butter

Nutritive Sweetness Emulsifiers

Cream


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Price

Suitable price starting

from Rs/12(one pack

containing 2 chocolates)

and ends up with thecustomers choice.

Depending on how many pieces our

customer wants to buy in one pack


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Our price scheduleProduct Quantity Price in Rs

Choice 2 pieces Rs.12



Choice

Multipack

From 16 to consumers

dependable choice

Rs.100 & so on

dependent on pieces


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Place

AASRRs CHOICE is

produced at the chocolatefactory in Faisalabad in

Pakistan. After the chocolate is

produced and goes through the processof all quality checks. It is transportedto the staff rooms and then AASRRssells it product to shops.


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Promotion

Electronic media TV GEO

A.R.Y PTV RADIO

FM 101 FM 103 FM 98


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Print MediaNews paper

Jang

Dawn Express

Magazine

Akhbar-e-jahan

Sunday magazine Young world

Billboard

M-tax chock

D-ground General bus stand chock Shara-e-faisal


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STRENGTHS

Large teeming population of kids and

teenagersWell established marketVast variety of products Adequate availability of rawmaterialsPrice, a competitive advantageEasily reachable by customers

WEAKNESS

Large portion of population suffers

from diabetes, cholesterol disordersetcDental problems associated withconsumption of chocolatesLate entry into the market

OPPORTUNITY

Large number of occasioncelebrations and festivals in which

choc are used as a medium to conveyhappinessParticipation with a growing industryBright future in business because ofhigh innovation

THREATS

Competition cut throat competitionfrom Cadbury and Nestle and

international choc brandsNegative publicity and contrivancesPreference and availability of othersubstitutes (sweets and deserts)

SWOT ANALYSIS


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Market segmentation

Effort to increase a companys precisionmarketing. We have done thesegmentation on the basis of thefollowing variables:

Geographic

Demographic

Psychographic

Behavioral


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Geographic:

Dividing Faisalabad in different

segments according to area, states,regions and market.

E.g. D-ground, medina town.

Demographic

Dividing people according to Age,Income, social class, occupation andtheir life cycle.


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Psychographic:

we analyze the psycho of the people.

We divide them in social class, life styleand personality.

Behavioral:Behavioral segmentation divides

buyers into groups based on their

knowledge, attitude, uses or responsesto the product. We see the behavior ofpeople with help of questionnaires.


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Targeting

After segmenting we are targeting thefollowing segments.

Classes:lower-middle , middle, upper-middle and

upper classes.Income Group:

we are targeting all income group who

should afford easily.It will not discriminate between incomegroups.


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Direct competition:

MarsCadbury

Nestle

Kraft food


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Market Share of Competitors


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i l k i


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Experimental Marketing:

Rank of Chocolates on various attributes forCHOICE

through experiment.Attributes Taste

(flavor)

Quality Packagin

g

Price

1 Choice Kit Kat Choice CDM

2 Kit Kat Choice CDM Choice

3 Cadbury Perk Kit Kat Perk

4 Perk Cadbury mars Kit Kat

5 jubilee mars perk mars

C i i h l


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Comparison with Butlers

AASRR available in its own

special stores as well assuper markets and other

shops

Butlers has a available to be

sold in specific store

It emphasis on delivering

quality brand with luxuriouspackaging

It emphasis on delivering

good quality

A little price sensitive Not much price sensitive

Range of verity of chocolate

flavors and chocolate

packaging

while butlers has a range of

chocolate but not of

luxurious boxes but ofpackaging


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Last but not the leastAASRR should need tostrengthen the BrandName of its product.

Documents

choice choco