Chocolate presentation

3. Pakistan is a very culturally and ethically diverse country. Pakistan has a
very high population for its size. It is the 6
th
largest country in the world in
terms of population with a population of 181,086,078 in 2010. Pakistan’s
population has grown at an immense rate, with just under 60 million in
1960 to over 180 million in 2010. That makes the rate of population
increase of 24% per decade.

4. Lahore is the 27
th
largest city in the world with a population of 5433495 in
2010. It has one of the highest urbanization rates in the world. Lahore
controls 12.7% of the total population in Pakistan, and has a large
industrial and consumer orientated market.
When compared to competitive
Cities its current rate of 9 million can compete
Well with cities with even larger economies

5. Although Pakistan is considered a third world country the average
persons wage has increased by 54% since 1990. Along with
China and India it has one of the highest growth rates in wages so
the average person can now buy better consumer orientated
goods like our product
The manufacturing sector where our product emerges
has the highest growth of over 200% since 1951.
It is a great opportunity for investors to invest in our
product

6. Our product is aiming most of its sales at the younger market. Our main age
group is from 8-13 years.
. The target audience will also reflect our marketing strategies.
. After interviewing teenagers at HKB we conducted a survey that over 74% of
the 230 people who took it, said that they want a new type of chocolate bar.
. Our aim is to create awareness through different promotional techniques
where the majority of this age group hang out: i.e: paintball arenas, malls,
parks etc.
Results of the Survey.
74%
WANT A NEW
BAR
20%
SATISFIED
6% NOT SURE

7. . A new type of chocolate that is new, fresh, and creates a whole new image for the
chocolate bar
. Great quality with competitive pricing. First chocolate bar in Pakistan to be somewhat
projected to a certain age group.
. A chocolate bar that has energy inducing molecules inside it that can give the energy
you need to go all day and it won’t destroy your body afterwards.
. First chocolate in Pakistan to be made of all organic materials. No fat educing
chemicals are put into the chocolate
. It will meet the needs of 74% of the population that want something new in the market
that is healthy as well as people are becoming more aware of the way they take car of
their bodies

8. The first type of chocolate bar in Pakistan which gives energy to the
body. The chocolate contains special oxidant chemicals found mainly in
pure cocoa that supply energy to the body and also help cardiovascular
illness. It is the first type of locally made healthy chocolate bar so that
puts it above the competition as all the others are imported and will be
sold for a higher price, and will also contain lots of sugar and other
chemicals that will increase fat, and clogging.

9. Diet Dark Cadbury Light Mars Snickers Brand
170
155
140
125
110
95
80
65
50
35
20
0
RS
ESAJEES PRICES OF DIFFERENT DIET CHOCOLATES

10. Marketing objects for our product include:
*Increasing Sales: Our firm needs to utilize the USP to increase sales. The growth
in demand for a cheap chocolate that offers less fat and more energy can be used
to gain a monopoly of sorts over the competing companies that import and raise
prices.
*Increasing Market Share: When sales increase so will the share of the market,
and knowledge over the market share can be used to reduce or increase prices.
*Increasing Product Awareness: Through proper means of advertising that
appeal mostly to the target group like Radio and TV advertising knowledge of a
high energy chocolate that your mom will let you eat would inevitably increase
sales.
*Gaining A Unique Selling Point: Our unique selling point is that we offer a mix of
health and energy, both at a competitive price which no other local manufacturer
offers. Utilizing the USP will send us away from competitors and we will increase
profits.

11. Product orientation won’t be used for the chocolate bar marketing as since there are
so many competing franchises in Pakistan it is too risky to produce a product and
convince people to buy it.
Customer orientation would be the best for our chocolate as we did market research
to see that there was a need in the market for a growing youth class, including
others, that wanted a cheap and healthy chocolate that also offers a kick of
adrenaline once in a while
Examples of customer orientation that could be used to market this chocolate are:
. Placing surveys in the sweets section of super markets where they try to find
out if there is a need in the market.
. Sending letters to take surveys regarding products and in turn giving them a
free chocolate bar before it is available to the mass public

12. All these areas along with the marketing aspect, help to create a successful
business.
Business
functions
Accounting and FinanceAccounting and Finance
. Records money spent making the chocolates
. Records how much profit or loss the company is making
. Well tell if there is room to expand for the company
Wont let the business go to far in expanding that it goes bankrupt
MarketingMarketing
. Tells if the people want a new type of chocolate
. Gives the owner a strategy to market the new chocolate or if
to re market the old one
. All the pricing goes through marketing and it will be a key
aspect in creating awareness through advertising
People (HRM)People (HRM)
. If the company is growing it will tell how many more
employees are needed or how many need to be laid off
. Motivates the workers. “A happy worker is a good worker.”
. Trains new employees to become aware of how the company
runs
. Tries to get in people who have worked in other chocolate
companies
ProductionProduction
. Tells how many chocolates are being made in a given period
. Maintains the factory
. Maintains the stock and over sees it going to the retailers
. Produces goods and remains or tries to remain at a constant
rate of production

13. Since our product is a chocolate we cant use every single way to divide the
market as some aren’t for consumer products. Here are the different types of
market segmentation that can be used:
*Geographical: People love to eat chocolate when they are cold and this can
also be used as an energy gainer for people who work out during the summers.
The price would be higher in these areas
*Lifestyle: People who are concerned about there health but who cant go on a
diet can eat this chocolate. The market can be divided into over weight people
and gymnasts, both can benefit from it,
*Age: This type of chocolate is attracted towards the more younger type of
people from our main age group:8-13 years
*Behavior: Peoples spending patterns can be altered as it is a cheaper and
tastier alternative to the health bars that stores sell for double or triple the
amount.

14. This chocolate isn’t focused on one group and will send all its marketing efforts
towards that group. In Pakistan only 38% of the pop. The chocolate can be bought
by any one at any age so the chocolate will be under mass marketing and although
the costs for that will be more high, it will create a larger opportunity for it to settle in
the market.
Market segmentation will allow us to break it down into smaller groups so we can
focus our advertising to that group but over all the product is focused on every one
ADVANTAGES: CREATE LARGE OPPORTUNITY FOR GROWTH, AND
GREATER CHANCE TO COME BACK AFTER A SETBACK
DISADVANTAGES: LESS OPPORTUNITY TO GROW, CAN ONLY SELL A
LIMITED AMOUNT AND IT DEPENDS ON THE TASTE OF THOSE PEOPLE
56%
LARGE CORP.
USE MASS
MARKETTING
44%
Large Corp.
Use niche
marketing

15. Market growth can be both good and bad for this firm. Market growth will tell if the
firm can survive in the market when it changes. These are some of the
disadvantages of the market growth for the chocolate product.
*The Nature of the Product: The chocolate bar might grow at a later time then when
the market is increasing depending on the nature of the chocolate. When the market
increases more competition can come reducing sales
*Changes in Tastes and Fashions: People might grow old of the chocolate bar.
Peoples tastes can change as newer products keep coming up because of the
growth in the market which will impact sales by any where from 20% to 50%.s
*Standard of Living: If the market is increasing it is probably happening because the
standard of living is increasing. More people means that a small firm can’t up with
the dramatic increase in demand.
*Social and Demographic Changes: If people have more leisure time or in this case
more people start to eat healthy food the market will increase but the opposite can
also happen causing the firms profits to go down dramatically

16. This form of marketing will help us understand where we stand as a firm. What
step we are on. Are we a dog or a star? This will also give us an idea of how much
we need to approve.
PRODUCT: BITE CHOCOLATE BAR.
DOG:
Where the product will be at the beginning.
The company needs to bring out quick marketing
strategies such as Guerilla marketing to revive the
product or there is no use keeping the product in the
market
If how ever they can make the product rise there is
lots of room for growth.
During this time the chocolate has little customers
and probably no one is aware of it
PROBLEM CHILD:
The chocolate keeps going into ups and downs.
There is a lot of opportunity in the market for the firm
to grow but they just can’t seem to take advantage of
the product and its USP
If it isn’t revived it could once again become a dog in
the market and that would create a chance of a firm
having to scrap it.
RISING STAR:
. The highest possible point for the firm.
Every body wants Bite chocolate and we are making
a large profit over every one.
The firm has created a large market growth over the
chocolate market or has created its own market which
it runs
The chocolate firm would want to think about what to
do with the money
Cash Cow:
. Now sales have settled.
. Money is still coming but at a smaller and constant
amount.
. Bite chocolate is now going to look for a new product
to send through the Boston Matrix
Promotion is still a very important part to keep the
sales of the product constant

17. These three parts of a good product will give us an idea of how well the firm will
survive in the market:
*Function: Can the chocolate do what it is supposed to do which is provide energy
while providing a healthy snack. If so it will succeed.
*Aesthetics: Does the chocolate look nice and how will they react to it. The first thing
the customer will look at is the design or wrapping of the chocolate and if it isn’t
done well, it could mean many sales lost.
*Economic Production: The chocolate company needs to market the product and
offer competitive pricing but it still needs to see if it is making money on the product.

18. The product life cycle of this chocolate will show how the product will survive and
how long it will survive in the market. The firm can plan accordingly to what will
come next.
It is has just
been
introduced
into the
market
1
st
year
The
product is
growing
steadily
and the
profits are
coming in
2-3 years
The
product
has evened
out and
now sales
are less but
constant
6-10
It becomes old
and starts to
decline. The
firm needs to
know what to
do. Whether to
scrap it or
make a new
one
11-any years
PRODUCT LIFE CYCLE FOR BITE CHOCOLATE

19. BASED ON THE FACTORS OF PRODUCTION.
COST TO MAKE PRODUCT: 15RS PER BAR
SOLD TO WHOLESALERS: 20 RUPEES PER BAR
SOLD TO RETAILERS: 25 RUPEES PER BAR
Although the cost of the chocolate is high for a locally made chocolate it it
still better then the diet and energy chocolates available here which all start
from 50RS.
The price will benefit the customer, consumer and most of all us, THE
PRODUCER.

20. Since this is a consumer product, the chocolate has to pass through many
different channels so a direct consumer customer relationship isn’t
available. Although having more links means adding a higher price it will
still be significantly lower then the other competitors and each new link will
also create more business for the company
DISTRIUBTION CHANEL:
PRODUCER WHOLESALER RETAILER CUSTOMER
The producer will be the
chocolate company its
self. The company will
make the chocolates at a
price and then sell at a
profit to the resellers
which in Lahore in Makro
and Metro.
The wholesaler will sell
the chocolate at a cheap
price, but in a bulk
amount so it can be sent
to stores, retailers,
offices, clubs etc which
will increase awareness
about the chocolate
The retailer is the place
most of the people will
go. Places like this also
have a lot of promotion
campaigns that increase
sales without the
producer having to do
anything
The customer. Every
body loves chocolate.
The customers will tell
the brand if their product
is selling, why is it not
selling, and what it needs
to do to keep on selling.
The customers will
literally break the firm if
they don’t like the
product

21. *Firstly since the firm is starting out the company doesn’t have enough money to
handle Above-The-Line Pricing methods. Only one above the line method can
be used and that is 1 TV commercial. Here are Below-The-Line Methods that
can be used.
*Buy 1 Get 1 Free: A cheap way by retailers or candy stores that can market the
product by giving an extra chocolate so that people can keep coming or even
better, they can give it to their friends who will in turn come and increase sales
*Introductory Offers: Wholesaler like Macro can give large bulk offers where the
introductory price is slashed at first so that more and more stores buy more
stock. This creates awareness and creates a larger range of customers that
increase sales.
(*Sponsorship: The chocolate represents health and energy. Sponsoring fitness
events and such will create awareness and will also make the product seem
unique because here a fitness event, the last thing that any one would think to
see is a person selling chocolates

22. Introductory
Offers
Magazine
Advertising
2004 2004 2010 2010 Years
100
90
80
70
60
50
40
30
20
10
0
Growth
%
MENS STORE SALES INCREASE

24. In conclusion we would say that this was our
marketing presentation. We chose a topic that is
very likely to be followed by future
entrepeneurs.All of the marketing methods and
definitions show if the product will be successful
from the market. If we have learned anything
during this, it is for a product to become a rising
star it has to be NEW CHEAP AND ESPECIALLY
DIFFERENT.