THIS IS OUR PRESENTATION ABOUT HARD BOILED CANDY

PRESENTED BY:-

SHIVAM JAIN
APARNA ROY
KRITIKA DAS
PRIYANKA
Confectionaries Market & the
Category Attractiveness
• Overall sweet candy category pegged at Rs 6000 Cr ,
growing at 14% y-o-y.
• Hard boiled candy (HBC) segment is growing at 23%.
• According to Nielsen India , in this market , there are:
Low entry –exit barriers
Since the unit price is low , one has to sell large volumes.
Innovation & introduction of new flavors are two major growth
drivers.
Distribution plays a key role.
 Division of Candies

Creamy or Non Crystalline

Crystalline

1. Caramels
1. Fudge 2. Butterscotch
2. Sea Foam 3. Lollipops
3. Fondant 4. Gumdrops
4.Divinity
 Flame

Candies that make

you lick…
TARGET CUSTOMERS

• Candies are always seen as child’s product in India which has seen
very few innovations in recent years because of its limited consumer.
We can take inspiration from example of Pulse Kacha Aam which
made revolution in the Indian confectionary market due to its
innovative flavor. That attracted people of every age group which
made its huge success.
YOUTH
KIDS Age group
Age group (18-…)
(6 – 17)
Company name & Product variants
offered
Boiled
Candies

Flame
200gm 500gm
Diagrammatic Layout Of Nodal
Elements
Distributor
Manufacturer

Customers Retailers
Area & Shops Covered
No. of Outlet’s
Dehradun Covered
500
& outskirts
Per Day
Area Outlets
coverage
Dharampur 100 20
Race Course 100 20
Rajpur Road 120 24
1 Others 180 36
Total 500
Distributor No. of Sales person
5 days a week
5
4 P’s

Pricing Product
200gm - 80 INR Mixed Flavors
500gm – 150INR candy 200gm &
500gm

Place Promotion
Kirana, Paan Posters, Banner
Shops & for retailers,
confectioners Local listings
 Physical
Physical
Physical

MASS MERCHANDISER (RETAIL

PRODUCER
Ownership

CANDY PRODUCER
Ownership
Ownership

(DISTRIBUTION CENTER)

B2C MARKET SEGMENT

Promotion

MASS MERCHANDISER
Promotion
Promotion

Negotiation
Negotiation
BOILED CANDY
Negotiation

STORE)
Financing
Financing
Financing
SUGAR BOILED

Risking
Risking
Risking

Ordering
Ordering
SUGAR

Ordering

Payment
Payment
Payment
Pricing of the products
Distributor Distributor Retailer
Distributor Retailer Retailer Manufacturer Manufacturer Manufacturer
Size MRP Margin landing landing
Margin Margin (%) Margin Margin (%) profit Cost
(%) Price Price
200gm 80 7% 4 56 25% 20 60 35.71% 20 36
500gm 150 5% 6 104 27% 40 110 48.08% 50 54
200gm 500gm Yearly Turnover 200gm 500gm Total Cost
Manufacturer 11396000 11897600 23293600 Manufacturer cost 7326000 6177600 13503600
Distributer 12210000 12584000 24794000 Distributor Cost 11396000 11897600 23293600
Dealer 16280000 17160000 33440000 Retailer cost 12210000 12584000 24794000

Cost 200gm 500gm Machinery Cost 1000000

Marketing 5 6 Manufacturer's Profit 9790000
Machine 15 15 Land cost 2000000
Vehicles 1600000 Distributor's Profit 1500400

SME
Materials & labor 5 9

throughM
ent
Labour 5 10 Others 400000
Retailers Profit 8646000
Investm

schem e
Transport 6 14
Total 36 54 Total 5000000
Expected sales forecasting
FOR 200 gm pack

QUARTER EXPECTED SALE AVERAGE SALES SEASONAL FACTOR Quarter PAST SALES AVERAGE SALES SEASONAL FACTOR
JAN- MAR 55000 50875 1.08 Q1 50000 46250 1.08
APR-JUNE 44000 50875 0.86 Q2 40000 46250 0.86
JULY-SEPT 38500 50875 0.76 Q3 35000 46250 0.76
OCT-DEC 66000 50875 1.30 Q4 60000 46250 1.30

FOR 500gm pack

QUARTER EXPECTED SALE AVERAGE SALES SEASONAL FACTOR Quarter PAST SALES AVERAGE SALES SEASONAL FACTOR
JAN- MAR 27500 28600 0.96 Q1 25000 26000 0.96
APR-JUNE 22000 28600 0.77 Q2 20000 26000 0.77
JULY-SEPT 20900 28600 0.73 Q3 19000 26000 0.73
OCT-DEC 44000 28600 1.54 Q4 40000 26000 1.54
CHANNEL FLOWS
 STANDARD OPERATIVE PROCEDURE
1. The criteria which we have adopted to choose a distributor goes in a loop which includes firstly the
2. Financial stability - credit history, timeliness of payments, etc.
3. Knowledge of the local market - ability to accurately forecast future sales and identify changes in
customer needs and expectations
4. Product mix - types of products carried, including competitive, supplementary and complimentary
items.

Checklist 2 - What to Expect from a

Distributor
5. Maintenance of a well-qualified and well-trained sales force that is familiar with the manufacturer’s
products and is skilled in demonstrating the advantages of those products to the customer.
6. Commitment.
7. to achieve market share and other sales goals in a specific geographical or other area of
responsibility.
8. long-term loyalty on the part of the customer toward the manufacturer and its products
 Checklist 3 - Finding a Potential Distributor
Partner

1. Ask current distributors if they’re interested in expanding their

territories or know of other distributors who might be available.
2. Consult directories published by distributor associations by
doing a Web or library search. 
3. Attend meetings and trade shows sponsored by industry
associations.
4. Place ads in industry trade and association publications
Channel Deployment
Channel
Deployment

Order Routine Scheduling Payment cycle

Order Scheduling
• To be visited weekly • Credit allowed for 15
• 2 days before delivery • Rectification within 2 days
• Maintaining of MSL. days of rec. invoice • Cash below INR 50,ooo,
above NEFT/RTGS
Services, Performance &
Compensation
Services
• PerformanceCompensation
Promotional
material • Shall e-mail • Adjustment basis
• Responsible report weekly• 5% extra
for further• Reverse commission on
distribution logistics when extra sales & 3
boxes free
returned