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  • Ceaars - Choksy: - Our Products Image Will Appear Here

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    Vinayak Chavan
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    The Indian chocolate industry is extremely fragmented with low per capita chocolate consumption of 20 grams per person compared to 7 kgs in developed countries. In 2004, Cadbury had 70% market share led by brands like Dairy Milk, Five Star, Gems and Perk. Nestle had 15% market share with Kit Kat and Lions. Other players included GCMMF, CAMPCO, Hershey's and Mars. Children accounted for 55% of chocolate consumption, adults 12% and young adults 33%. The document discusses competitors and an advertising strategy targeting children, young adults and adults with a value proposition of good quality chocolate at Rs. 5.

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    The Indian chocolate industry is extremely fragmented with low per capita chocolate consumption of 20 grams per person compared to 7 kgs in developed countries. In 2004, Cadbury had 70% market share led by brands like Dairy Milk, Five Star, Gems and Perk. Nestle had 15% market share with Kit Kat and Lions. Other players included GCMMF, CAMPCO, Hershey's and Mars. Children accounted for 55% of chocolate consumption, adults 12% and young adults 33%. The document discusses competitors and an advertising strategy targeting children, young adults and adults with a value proposition of good quality chocolate at Rs. 5.

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    Download as PPTX, PDF, TXT or read online from Scribd
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    42 views4 pages

    Ceaars - Choksy: - Our Products Image Will Appear Here

    Uploaded by

    Vinayak Chavan
    The Indian chocolate industry is extremely fragmented with low per capita chocolate consumption of 20 grams per person compared to 7 kgs in developed countries. In 2004, Cadbury had 70% market share led by brands like Dairy Milk, Five Star, Gems and Perk. Nestle had 15% market share with Kit Kat and Lions. Other players included GCMMF, CAMPCO, Hershey's and Mars. Children accounted for 55% of chocolate consumption, adults 12% and young adults 33%. The document discusses competitors and an advertising strategy targeting children, young adults and adults with a value proposition of good quality chocolate at Rs. 5.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    Download as pptx, pdf, or txt
    of 4

    CEAARS CHOKSY

    delicious innovations

    OUR PRODUCTS IMAGE WILL APPEAR HERE


    GIRISH JOSHI 119 SWAPNIL GAIKWAD

    VINAYAK CHAVAN
    VINAYAK BANDKAR ROOPESH TANWAR

    NAVNEET YESARE
    DINESH PATIL

    An Overview of Chocolate Industry in India


    FEATURES OF INDIAN CHOCLATE INDUSTRY

    EXTREMELY FRAGMENTED PER CAPITA CHOCLATE CONSUMPTION IN THE COUNTRY IS VERY LOW 2O GRAMS PER INDIAN PER PERSON 7KGS IN DEVELOPED COUNTRIES RURAL INDIA IS ALMOST CHOCOLATE FREE DUE TO HIGH TEMPERATURE
    CHOCOLATE CONSUMPTION STRUCTURE 2004

    CADBURY ( 70% MARKET SHARE) DAIRY MILK FIVE STAR GEMS PERK ECLAIRS

    NESTLE (15% MARKET SHARE) KIT KAT LIONS


    OTHER PLAYERS IN THE MARKET GUJRAT CO-OPEARTIVE MILK MARKETING FEDERATION (GCMMF) CENTRAL ARECANUT AND COCOA MANUFACTURES AND PROCESSORS CO-OPERATIVE(CAMPCO) HERSHEYS MARS

    CHILDREN-55% ADULTS-12% YOUNG ADULTS-33%

    COMPETITORS

    ADVERTISING STRATEGY
    Target Audience: CHILDREN/YOUNG ADULTS/ADULTS Current Belief : ONLY BRANDS COME UP WITH GOOD PRODUCTS

    Current Do : AVOID UNBRANDED PRODUCTS

    Proposition : VALUE FOR MONEY AT RS.5/-

    Desired Belief : VERY GOOD AT ALL TIMES LIKE MOVIE/TRAVELLING/ MATCHES

    Support : CHOCO DIPPED CRUNCHIES

    Desired Do : CANT RESIST TEMPTATION

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