Table of contents

Executive Summary.............................................................................................................2
Introduction..........................................................................................................................3
Vision...............................................................................................................................4
Marketing Plan.................................................................................................................5
Situational Analysis.........................................................................................................6
Competitors and Company Analysis.................................................................................11
ChocoChill Objectives...............................................................................................17
SWOT Analysis.................................................................................................................32
Marketing Objectives and Goals........................................................................................33
 Executive Summary

The following study details the launching of a new chocolate entitled “ChocoChill” in
Rawalpindi Islamabad.
This report contains and explains the major variable components, which are required in
the process of a new product launch. It provides complete analysis of the chocolate,
which is going to be presented in the market, stating the differential advantage the
product has over other competing brands in the market.
The marketing mix has highlighted all the key factors which are to be kept under
consideration, and every aspect has been dealt with utmost details, keeping in view the
internal and the external factors, especially the terms and conditions of the market.
Extensive study has also been conducted on the promotional aspect of the report, and the
promotional budget has been defined very critically, ensuring that the company
objectives of achieving the maximum market share.

2
 Introduction

ChocoChill Company (pvt) Ltd is a new company in the Chocolate market. The
Company is struggling hard to achieve its objectives. The company is providing quality
chocolate with different flavors in its segmented market and continuously proving its
quality to its customers to capture the potential customers of market at the segmented
price. Our focus is not only on potential customers as well as to retain the customers and
the lovers of the chocolate.
We are providing different qualities of chocolate compared to our competators.We are
creating worth for our customers for retailers as well as the stakeholders of Choco Chill.
The company has now achieved its minor part of goals but the major part is left. We are
working with the different idea to achieve our marketing goals. The company is also want
to grow it market in the entire country as well as at the Global level. The company is also
using the strategy to develop its brand name through developing its customers,
distributors, segments and its market. We are also working on Consumer Relationship
management (CRM) to build strong relationship with customers because the basic
purpose of the ChocoChill is to provide customer satisfaction.

3
Vision

“ChocoChill vision is to provide customers different quality of chocolates according to

the need of our customers.ChocoChill is committed to make its products available at
every place in its target market.”

Mission
“ChocoChill mission is to grow its market for building a brand name and to provide its
customer quality products and make them satisfied with the company products along with
to increase company profits and sustainable in the market.”

4
Marketing Plan

In January 2008 the Chairman of the ChocoChill Imran established company to provide
quality products.To achieve this goal the management of the company has searched in the
local as well as the global market to search and analyze the best quality of Chocolates can
be manufactured to capture the market share. The company in the growth phases now and
wants to extend its market.
ChocoChill is a private Limited company and its head office is located in the Islamabad.
Our main product is chocolate but we have segmented our market into different segments
for different customers. We want to franchise our products at different places with a
unique type of outlets to give customer extreme satisfaction which is also a part of our
core values.
Target Market of ChocoChill
The target market of ChocoChill is
o Lower middle class
o Middle Class
o Upper Middle
o Upper Class
Size and scope of Market
As there is day by day the Chocolate industry is growing so in order to launch
ChocoChill we had survey the market and analyze that there is a big target market
available for ChocoChill products and it is feasible. Children and as well as the other
young generation people are most likely to eat the chocolate so as here in the Pakistan we
have sixty percent young people and it shows the Scope of the our products.

5
Growth in the Market

According to the current situation in the following target market we had estimate the
growth of the ChocoChill.
 Children in the Schools (10%)
 Young in the Colleges (8%)
 Students of the Universities (5%)

Market Attractiveness
There is big market here in the Pakistan and specially in Rawalpindi Islamabad market
and because of this we will be launching our product. A great opportunity is available in
the market.

Situational Analysis

According to the current market situation of the Chocolate Market there is an opportunity
to enter and grow in the market. Initially ChocoChill is considering and targeting its
market within the country then after this it operates globally. Therefore its basic market is
Pakistan.
For the market attractiveness we have used the Porter five forces model.

6
According to the Michael Porter model there are five forces that show the industry
analysis of a firm.
These factors are
 Rivals
 Threat of substitutes
 Buyer Power
 Supplier Power
 Barriers to entry

1. Rivals
First of all the rivals of the ChocoChill are to be considered. These are mainly dairy Milk,
Kit Kat, Mars, Wafer, and Paradise Chocolate. So there is a competition in the market but
opportunity for ChocoChill is still there because after our survey it is to be noted that
many customers are dissatisfied from the rivals because of many reasons e.g. quality and
distribution also the price. Another thing is the relation with the customer is also a rival
edge for the ChocoChill. Also using product differentiation we make a differentiation for
creating our potential customers and getting the market share.

7
2. Threat of substitutes
Substitute products and brands are also a threat for the ChocoChill.For achieving our
target market we has noted the wants and demands of the Chocolate customers and
launch products according to the customer requirement. But here is a threat of substitute
in the chocolate market but we have contingency plans to overcome this. We will use
Market intelligence for this purpose.
3. Buyer Power
As in the current market the ChocoChill products are segmented so the buyer power is
according to the specific segment. For example if we want to sell our customer our milky
product then according to its segment we will set the price and that determines the buyer
power. In this study the behavior of the buyer is also involved and there are several
important things which comes in the mind of the customer. What is the bargaining power
of the buyers and how much they are price sensitive and how they can differentiate the
products in other words the knowledge about the specific product. Also the substitute of

the product available and how they are motivated to brand loyalty through incentives.
Therefore by considering these facts ChocoChill is defined to be the cheap and reliable
for the buyers and easily available everywhere. Because for some buyers price matters
and for some buyers the quality matters. If we use integrated marketing then we easily
capture our target market.

4. Supplier Power
According to the Porter forces model the supplier power depends upon the supplier
commitment through the raw material. If the supplier is committed with the raw material
and availability is as per the requirement so the supplier power is strong and it also be
cost effective supply as compared to the competitors. It also shows the supplier
concentration on the supply of specific raw material for a product. Here also arise the
threat of cost integration.ChocoChill has its own dairy forms from where the milk is to

8
taken and then other ingredients are to be purchased from the local suppliers at a
reasonable price.

5. Barriers to entry
In the chocolate industry there are some barriers to enter like you have to take the
registration number from the ministry of food for your business but there are no such
barriers for exit in the Pakistan. So according to the current situation and barriers the
company is registered and it will be operating along with its competators.Here the cost
concept is very important that the company has its own dairy form and there are two
benefits of it. First is that the company is using fresh milk as it is the important part of the
Choco at the lowest cost with its compitators.On the other hands there is authenticated
fresh milk is also good for fresh chocolates. So these both points are the competitive edge
for the ChocoChill.
PEST Analysis

9
Now we have to analyze the PEST. These are Political,Economical,Social,technology
environments by which the company will operate.
Political Environment
As for as the ChocoChill is concerned the political environment is good here in the
Pakistan as well as globally. Because if the country will not be politically sustainable
then the business transactions will not be happen regularly. We have our own
distribution channels which are trucks and also mini trucks for the distribution of
ChocoChill Products. By considering all the factors that influence the political situation
are not harmful for our ChocoChill product.

Economical Environment
ChocoChill products are very economical for the customers. As we are providing
segmented products so it is very easy to increase the market share. Due to segmentation
an upper class customer and also a lower class customer easily fulfill its satisfaction.
Hence the ChocoChill products are economically suitable.
Social Environment
Our Societal goal is Contribution in Greener and cleaner environment .ChocoChill in a
Social Environment is best and will perform social achievements according to its goals.
So there is no other issue in the social environment regarding this.
Technological Environment
Technology is very important for the cost effectiveness of a company also the advertising
and selling of the company.ChocoChill has its own dairy forms. Also the machines for
Making Chocolates and all the instruments which are best for production are available in
the company,and through theses the company will be getting competitive edge from its
customers.
Information Technology is also affecting the marketing. We had will launch a website

10
www.ChocoChill.com
Where the customer give orders to the company and as well the feed back about the
products and other information will be given there about the company.

Cultural Factors
Culture plays an important role for the marketing any product so we have to have launch
and market our product according to the culture of that area.
Demographics
Demographics always effect the marketing. There are several factors.
Age
ChocoChill customer are here in the Pakistan are the Children and also the young
generation. These are almost 10---28.

Income
Income is also another factor of the demographics what is the living standard of a specific
area what is the income level? As for as ChocoChill is concerned so it has segmented
products and through these we will target all the kinds of customers.

Competitors and Company Analysis

o Cadbury Chocolate
o Kit Kat
o Wafer
o Dairy Milk
o Mars
o Paradise

Cadbury Chocolate

11
Cadbury has been synonymous with chocolate since 1824, when John Cadbury opened
his first shop, establishing a flourishing dynasty that today provides the world with many
of its favorite brands of chocolate.

Products

Cadbury Crème Egg (Rs350)

A thick Cadbury chocolate shell filled with an irresistibly gooey centre.

Wispa (Rs50)
The bubbly 80s favorite returns!

Cadbury Dairy Milk(Rs 30)

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With a glass and a half of full cream milk in every 250g bar.

Flake(Rs35)
Only the crumbliest, flakiest chocolate tastes like this.

Bournville Deeply Dark(Rs185)

An intense but surprisingly smooth dark chocolate with 60% cocoa.

Cadbury Dairy Milk Melts(Rs355)

Creamy Cadbury Dairy Milk with a deliciously smooth centre that slowly melts in your
mouth.

13
Picnic (Rs50)
Crispy wafer and chewy caramel covered in peanuts, raisins and Cadbury milk chocolate.

Heroes(Rs65)
Individually wrapped miniatures of Cadbury favorites for everyone to share.

Crunchie(Rs45)
A golden honeycomb centre surrounded by delicious Cadbury chocolate.

14
Cadbury Hot Chocolate(Rs200)
There are numerous ways to enjoy Cadbury Hot Chocolate!

Double Decker (Rs50)

Two layers of crispy cereals and nougatine wrapped in delicious Cadbury chocolate.

Milk Tray (Rs86)

15
The finest milk chocolate assortment, nothing else comes close to the magic of a box of
milk tray.

Paradise Chocolate(50)

Dairy Milk Chocolate(Rs38)

New

16
Company Analysis
ChocoChill has the differentiated product features:

 Milky
 Fresh Chocolate
 Milky
 Quality
 Cost effective for customer
 Satisfaction
 Energetic
 Affordable price
 Attractive packing
 Packaging
 Money back guarantee
 Coco Mix
 Crispy
 Wonderful Smell
 Multi colors

ChocoChill Objectives
 To increase the profit at minimum 10% of cost
 Open outlets in the whole country
 Provide quality chocolates at reasonable price
 Grow up more along with its competitors
 Satisfaction of Customers
 Globally launch the product through internet

17
  Adopt innovations
 Continuously develop its market
 Easy availability
 Generate attentiveness through CRM
 Provide fresh chocolate
 Deliver in good Packing
 Special offers for frequent customers
 Buying through Credit Cards

Strategies
We have made the strategies for the Promotion of the ChocoChill.For this purpose
the management of the company has designed a marketing strategy to get the
potential customer as well as the retention of the customers. The CRM department

of the company is basically focusing on to build and retains the potential

customers as well as target customers. The availability is also an important motive
of the company to provide its product every where in the country and for
achieving this purpose the company has planned a strong distribution channel and
it’s the competitive edge to the ChocoChill. ChocoChill is also focusing on media
advertising to create awareness among its customers. These are the long term
strategy of the company.

Marketing Mix:
The four main marketing mix functions are
 product
 price
 place
 promotion
Product

18
 ChocoChill is basically providing chocolate and for capturing the market
share company is launching the product into segments. The following are the
products of ChocoChill.

 Choco Cream

 Choco Coco

 Milky Choco

 Choco melt

 Choco crunch

 Hot Choco

Price:
Pricing is an important factor in the marketing mix. ChocoChill is providing its
products at reasonable prices. The main purpose of the company to provide its products at

19
a price where it can easily get the market share because pricing is also an important factor
for the customers.

The following are the prices of our products.

 Choco Cream Rs.150

 Choco Coco Rs.115

 Milky Choco Rs.85

 Choco melt Rs.20

 Choco crunch Rs.15

 Hot Choco Rs.10

Place
Basically we are launching ChocoChill in the Islamabad only because currently our
product is at introductory Stage.Threre are some factors and because of them we are
introducing our product in the Islamabad.
 As Islamabad is having elite and upper middle class community and in that
environment it is very suitable to launch the product in the market.
 Scope of product success is low and because of competitor environment in the
Islamabad market.
 After the product survey, it is to be concluded that there is a potential about the
chocolate in the market.
Promotion

20
 For the promotion of our product we are creating awareness to our target customer
and spread and maintain the flow of information to its customers. Also create
awareness for the customers. Completely update the customers to the new product
and new packages of the ChocoChill.
For the purpose of creating awareness and promote our product in the market we will
use the following channels.
 TV Channels
 Radio
 Print media
 Personal selling
 Selling on the internet
 Billboards
 Magazines

Customer Analysis:
Our potential customers are ten to twenty eight years people.
 Children
 School &College Students
 University students
For this analysis we have conducted a survey and take a survey from one hundred
people .Here the survey form is given next.

We are the students of Fatima Jinnah Women University conducting a survey of

Marketing Management on a topic of Marketing Plan of new chocolate under the
supervision of Mis.Javeria. Your information will be kept confidential and it will be
use only for research purpose. 21
1. Name
-------------------------------------------------------------------------------------------------
2. What is your age Limit?
10-15 16-25 25 or above
3. Do you like chocolates?
Yes No
4. Which type of chocolate you like most?
Milky Chocolates Dry Chocolates Coconut Chocolates
5. How often you eat Chocolate in a week?
Once a week Twice a week More than that
6. Are you brand Loyal?
Yes No
7. Which Brand you like most?
Nestle Mars Mitchles Any other

8. Why you like this Brand?

Quality Availability Low price any other
9. What is your price capacity to buy chocolate
Rs 5--10 Rs 11--20 Rs 21—50

22
Survey Analysis:
The results which have observed from this survey are given below.

Q.1 Gender
Male
Female

23
According to this graph most of the Questioner was filled by male as compared to
females.

Q2. What is your age Limit?

10-15 16-25 25 or above

24
This graph basically shows that the people between the ages of 10-15 are not that much
fond of eating chocolates but on the other hand the people of age 16-25 are more
chocolate lovers and the people above 25 are no more chocolate lovers.

Q3.Do you like chocolates?

Yes No

25
This question basically shows that most of the people in the society like the chocolate
that’s why most of them have ticked on yes instead of saying no

Q4. Which type of chocolate you like most?

Milky Chocolates Dry Chocolates Coconut Chocolates

26
 In this question we have basically focused on three kinds of chocolates
• Milky chocolate
• Dry Chocolate
• Coconut Chocolate
So the result at the end we get is that most of the public likes the milky chocolate

Q5. How often you eat Chocolate in a week?

Once a week Twice a week More than that

27
In this question we have basically focused on the ratio of using chocolates in a limited
time span and we get the answer in a form that people often use the chocolates instead of
using in a daily routine

Q6.Are you brand Loyal?

Yes No

28
The point of this question is to get an idea about the psychology of the customers and
what we got the result is that most of the customers are brand loyal instead of product
loyal.

Q7. Which Brand you like most?

Nestle Mars Mitchles Any other

29
 Brands

By getting the questioner filled from the Pakistan scenario we came to know that mostly
people here or the consumers mostly like the products of nestle.

Q8 .Why you like this Brand?

Quality Availability Low price any other

30
By getting this questioner filled by different users of chocolate we came to know that
most of them like nestle because there products are of good quality.

Q9. What is your price capacity to buy chocolate

Rs 5--10 Rs 11--20 Rs 21--50

31
By analyzing this questioner we came to know that most of consumers are willing to pay
a handsome price for getting a good and a quality product chocolate.
Target Market:
Initially our target customers are the People of Islamabad but after the promotion and
success of Product we will launch in the Whole country as well as globally.
From our point of view if we provide our product to our customer according to the
demand of them and create the loyalty about our product in the market there is not a
big deal that they become brand loyal and buy our product again and again.
For this purpose we have conducted a survey and by considering we can conclude
that there is a big scope of product success in the market. Here we are presenting our
survey results in a graphical format as well as in the tabular format.

SWOT Analysis
Strengths
ChocoChill is having its strengths which are as follows.
We have launched our product after a great research
• We are providing best quality chocolates to our customers.
• We are also providing segmented products to our customers.
• We have a strong management system to control the company.
• We have a strong distribution channel.
• We are providing our products at affordable price
• We have a strong relationship with the suppliers
• We are creating brand loyalty to our customers.
Weaknesses

32
The following are the weaknesses which we have pointed out.
• As the ChocoChill is new in the market so there is competitive edge for the
Competitors.
• We are limited to some specific products while the other competitors have
many product lines.
• Limited Target market
• Low market share due to the non availability of product in whole country
• Weak development in new product line
Opportunities
• There is a dynamic potential for growth in the market.
• Switch to the more profitable suppliers and distributors.
• As the purchasing power of our increase we can cash this as an
opportunity.
• Through market and product development we can gain a big share of
profit from our customers.
Threats
• As the competitors have a big share in the market so they are strong
competitors for the ChocoChill and after launching our product they
become more competitive in the market.
• Substitutes threat of competitors
• Limited Market
• Social changes may effect the chocolate market
• Fear of unknown is also an effect for the ChocoChill.
By viewing the above factors we can conclude that there is also a good
scope in the market. We can analyze that there is also a scope in the
chocolate market.

Marketing Objectives and Goals

ChocoChill has sets own dynamic objectives. The following are the
marketing objectives of the ChocoChill.

33
 • Our prime objective is to create the big market share of the
company and increase the sales volume.
•

• We are interested in creating awareness in the remote areas as well

to increase ChocoChill market.
• Pull our customers towards the ChocoChill.
• Create a customer feedback unit.
• Satisfying customers through CRM.
• Another objective is to create customer value.
• We are intrested in keen marketing to create customer value.
• Our objective is improve the all segments of the ChocoChill.
• Total quality management is also a key objective of ChocoChill.
• Provide chocolate at minimum possible price.
• Make sure the strong availability of the products in the target
market. Through strong distribution channels and also suppliers as
well.
• Objective is to expand Product market throughout the country in
two years.
Marketing Strategy
One of the important strategies of the company is sell its product
through segmentation.
Segmentation
We have segmented our market according to the following segments.
• Demographic Segmentation
• Geographical segmentation

Demographic Segmentation

34
 Social Class
As we know that our society is already divided into the social classes
and Choco chill is targeting all the social classes as well.

Generation:
Mostly the ChocoChill is targeting the Children and young segment of
the society.
Income Level:
We have different products for different customers.Hence basically we
are targeting all income level persons.
Geographical Segmentation
We have divided our product into the following segments according to the geographic.
Zone A (F-6, F-7, F-8, F-10)
Zone B (G-6—G11,I-8—I-10)
ZoneC(Rawalpindi cantt)
ZoneD(Rawalpindi City)
On the basis of above Areas we are going to do our marketing.
Marketing program Objectives and goals:
Marketing program objectives and goals are to maximize the worth of the company in
minds of customer and the satisfaction and retention of the customer.
We will do integrated marketing concept to expand our sales volume and to create value
about the product and services.

35
Product Market Expansion:

According to the Ansoff matrix Choco chill lies under the new product
and the current market of the chocolate.
ChocoChill is a new product and so there is a new product in the existing
market. so the product is in initial stages.That,s why we have to struggle
and operate at low cost to sustain and develop our market. In the
development stage we have to develop strategies according to the market
environment and in the current situation. Here we can expand our market
by doing more development in the products of ChocoChill.
ChocoChill is a new product in the market and hence its market share is
very low. this can be shown by the Boston Consulting Group matrix.

36
 Market Share

HIGH LOW

Choco Chill

?
HIGH
Gr
ow
th
Ra
te
STAR

LOW

Cash Cow
DOG

In the above figure it is shown that the ChocoChill comes at the question
mark (?) because of low market share and high growth rate. In other words by improving
all of the integrated factors simultaneously as well as best strategies we can convert it in

37
to the Star. Where there is a high market share and high growth is done and it is the
maturity stage of a product in the product life cycle. In the conclusion of the above figure

if we don’t do efforts to improving the performance of the ChocoChill it will be

converted into dog in the long run.

Marketing Program
Marketing program is basically how to improve our product share in the market.Follwing
methods are used to improve our product growth and share.

 Product/Services/Brand tactics
 Pricing Tactics
 Sales/Distribution tactics
 Integrated Marketing Communication Tactics

 Product/Services/Brand tactics
Basically ChocoChill is a new brand and it’s having many benefits to its customers.

• It gives proper sugar level to consumers.

• It gives somehow energy
• It is very tasty.
• It Gives Vitamin B-Complex.
• It is very nice in chill environment.e.g.when children are
playing
• It is available in different flavors.
• It is available approximately all General store which are
situated in the initial target market.

38
 Awareness about the product:
We can create awareness among our customers through many
channels .some of them are given below.
• Billboards
• News papers
• Television
• Internet

Logo:

39
Suggestions:

The following are the suggestions that will be helpful to the ChocoChill in becoming the
market leader.
• ChocoChill should have to manage the customer feedback and their relationship
department. If the customers want to give you feedback or any suggestion they
will be easily welcomed and there should be the system that if any customer gives
you productive suggestions which also meet the current marketing situation,
He/she must be awarded.
• There should be a research department which always analyze the consumer
behavior and consumer choices ad based on theses the company should launch the
new product or make developments in existing products.
• The company should offer packages and new schemes for the potential customers
as well as the current customers.
• Launch new product at right time in the right target market.
Pricing Tactics:
From the purchase of raw material to finish goods and as well as in the consumption of a
particular goods or services price is very sensitive and main point. So the seller and buyer
are both have to charge price by considering cost plus profit and the competitor as well.

Pricing according to the Customer Behavior:

Satisfaction:
If the target customers of the ChocoChill are satisfied with its products and the quality
they are providing then the price will not be a big issue. It is observed through the survey
that customers mostly cares about the quality not the price. So if we provide customer
quality then we can set a high price depending on the nature of the product and the
demand as well.
Pricing Objectives

40
There should be some pricing objectives by considering them the company will set the
prices of a specific products.
Increase Sales Volume

As the ChocoChill is a new company so the company should increase its sales volume
and capture a part of its target market. At that time the price is reasonable.
Maximize Long term profit
ChocoChill is basing on the policy that we have to increase short term profit. For this
purpose many market leaders was initially runs their firms at break even point.
Increase market share
The company should set a price where it gets the high market share at that point company
set less prices as compared to its competitors.
Retaining Customers
Company should offer a price where the customer can easily get the product. It help the
company to retain its customer. Better services is also a key point.
Cost Based Pricing

The company should use the cost based pricing to set a price.
Fixed and Variable Costs
ChocoChill is operating in a competitive environment and hence in
the production and in other transactions several costs are occurred
like purchasing raw material etc
Analyzing Competitor costs and prices
we have to be a great knowledge about the opponent cost and their costs because in a
competitive environment every company want to reduce its costs. so we have knowledge
about this. It is also a factor because by analyzing this we can set best price.
Price Method
Selling Price=Cost + Profit

41
Here we are usually choosing ten percent(10%) profit margin on cost initially. But after
sometimes by changing the prices of raw material or any change the company should
increase the prices and profit margin as well.

Different pricing tactics

Different tactics can help you attract more customers and maximize profits.

Discounting
Offering specially reduced prices can be a powerful tool. This could be a clearance
discount to sell old stock, a discount for making multiple purchases of the same or similar
products, or you could offer bulk discounts to encourage larger orders. You should be
able to make these more profitable through lower costs. we will also use discount pricing
methods as well.

Odd value pricing

Using the retailer's tactic of selling products for Rs9.99 instead of Rs10 can be useful if
price is an essential part of customers' buying decisions. Some customers perceive odd
value prices like this as being more attractive.

Loss leader
This involves selling a product at a low or even loss-making price. Although you may not
make a profit selling this product, you could attract customers who will also buy other,
more profitable products.

Skimming
If you have a unique product or service, you can sell it at a high price. This is known as
skimming but you need to be sure that what you are selling is unique. Otherwise you may

42
 just price yourself out of the market if there is credible competition. As we are producing
sugar free, chocolate also so we will use this method for this product.

Penetration
This is the opposite of skimming - starting at a low price and gaining market share before
competitors catch up with you. Once you have a loyal customer base, you should be able
to find ways to raise prices later.
Pricing Issues
Pricing decisions can be a complicated undertaking that requires knowledge of the
market, competitors, and economic conditions and, of course, customers.

Sales/Distribution tactics
The company has its own convince to sell their product in the local market. But for the
wide area company has linked with a chain of distribution companies and to find a
reasonable cost for its product.
According to the current planning 60% of the total sales goes through the retail channels.
Another 25 percent will be through direct sales channels and other 15% is sell directly to
the buyer.
If the distribution and availability of the product is fine then no matter the will able to get
the big market share.And this all done through strong distribution channels.

ChocoChil Customer
Wholesaler /Consume
l Distributor Retailer
r
(Company
)

43
Above figure shows the complete distribution of the company products.

Recommendations:
• Company must sell its product at order and make the arrangement free for its
loyal customers.
• Find the alternative best and cheaper way of distribution that reduce the cost.
• Divide the channels according to regional basis.

Integrated Marketing communication Tactics

How the marketing channels are to be linked with and how the flow of information
travels throughout the marketing department. If it is good then it improves the
company performance and the efficiency.
A Model for Integrated Marketing

1
Integrated Marketing Communication is more than the coordination of a company's
outgoing message between different media and the consistency of the message
throughout. It is an aggressive marketing plan that captures and uses an extensive
amount of customer information in setting and tracking marketing strategy. Steps in
an Integrated Marketing system are:

1. Customer Database
An essential element to implementing Integrated Marketing that helps to segment
and analyze customer buying habits.

2. Strategies

1
Beeblebrox.org

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 Insight from analysis of customer data is used to shape marketing, sales, and
communications strategies.
3. Tactics
Once the basic strategy is determined the appropriate marketing tactics can be
specified which best targets the specific markets.

4. Evaluate Results
Customer responses and new information about buying habits are collected and
analyzed to determine the effectiveness of the strategy and tactics.

Advertising:
Basically the advertising is done for the promotion of the product.ChocoChill is using
a different approach to attract and retain its customers. Actually in this type of
advertisement we are involving the customers in our advertising as well. Because of
the involvement of the customer there Brand loyalty increases and potential
customers become the brand loyal. This is to be done through live shows and Chill
activities to promote our product.The following are the channels which are used for
the advertisement of the ChocoChill.
Television
In our country the T.V. is playing an important role in the promotion of that particular
product. Following are the TV channels which we will use for promotion of Our
product.
 GEO TV
 PTV
 ARY
 Cartoon Network
The reason for choosing these channels is that because the most of the people in the
Islamabad are watching these channels.
GEOTV:
There would be a Forty second ad shown ten times in the day. It would cost the
company Rs.100,000.

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PTV:
For capturing the target market in the general public and creating awareness in the
target market. Because for the long-term promotion. In many areas there is no access
of cable TV hence PTV is used for this purpose.

ARY:
We are promoting our products through ARY channel. A thirty Second add at each
week end forty times in a day.
Cartoon Network
As we are also targeting the Children and they are big share in the market so as they
are seeing most of them CN.Therefore it is a best source for the promotion of
ChocoChill products for the children.
Newspapers
For advertising on print media we will use the news papers as well. For the
advertisement on the Newspaper we will advertise our product at the
• The News
• Dawn
• Express
One color page ad on all these channels at the weekend. And one quarter ad after
the reservation of a day.

Billboards

We will also use billboards for this purpose. A big Billboard is to be hired at the Zero
point in Islamabad.
And other Billboard is to be displayed on the other prominent places.

Magazines
We will also use the marines for the advertisement of our product.

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  Jang Sunday magazine
 The News Sunday magazine
Internet:
We are using the internet site to give information to the customers and feedback
as well.
www.ChocoChill.com

Business Journal
We will also use business journals fro the promotion of our product.
Social Advertising
We will use social marketing concept to promote our product. We will contribute
with Ngo’s to Advertise our product. Currently we have affiliation with Shaukat
Khanum Trust.
SMS Marketing
We are interested in building a huge database for our company. We are building a
database in oracle for the record of SMS.
Performance Check
In order to check and control the quality of the products and services the company is
using Total Quality Mangement.we have experienced and well trained employees to
check the daily routine transactions as well as the objectives of the company.

Budget:
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 We take loan from MCB bank for expanding of the business.For the chocochill
when we meet our breakeven point we return this loan.

Breakeven analysis:
Breakeven

Monthly Fixed Costs Estimate $5,000,000.00

Average Revenue/Unit $4.00

Average Variable Cost/Unit $250,000.00

Breakeven Volume -20

Breakeven Revenue -80

Graphical representation:

Break-even Analysis

$6,000,000

$4,000,000

$2,000,000
Dollars

$0
0 -2 -4 -6 -8 -10 -12 -14 -16 -18 -20 -22 -24 -26 -28 -30 -32 -34 -36 -38 -40

-$2,000,000

-$4,000,000

-$6,000,000
Units

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Implementation and Control:
The following authorities are responsible for the implementation and control of the
marketing plan.
 General Managers
 Sales manger
 Marketing managers
 Brand managers
 CRM managers
 Quality Control manager
 Chief Executive Officer is responsible to check all the departments.
Weekly basis all the managers are responsible to give the repot of last week to
their respective heads and all the heads are responsible to submit the summary to
the Chief Executive Officer.

Performance Appraisal system:

The company is using performance appraisal system to check the performance of the
employees. Then give them incentives and rewards according to their performance.
Human Resource (HR) department is responsible for this.
There is a fix percentage of profit which is given to the marketing manager on the
sale of the product and this creates motivation.
Training and development;
We are using training and development techniques to improve the performance of our
employees. There is a one week for the training and development which is fixed after
months to develop the employees’ skills.
Contingency Plan

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 In case of failure of plan due to uncontrollable factors we have made planB for this
purpose. We can provide extra benefits to our customer and retain them. We will use
free home delivery to our customer. We can promote our products through the
campaigns that will be launched at the schools and college level to get the market
share.

If the size of the Chocolate is big and then we can use small size of the chocolate. Then
we can also use the other segmentation techniques or launch new product lines and
brands for the success of our product. We can also change the Packing and Packaging of
the products. Another thing we can use is the alliances to promote our products. We can
make alliances with LU to promote our products and also with the companies that are
selling kids products, Becuase they are our target market and on the toyshop if our
product is available they can easily purchase this product.

Conclusion
By considering all the tactics and techniques we can conclude that there is good scope
of our product in the market. And using the marketing and promotion tactics we can
easily make our product at the market leader level and get a big market share. The
following are the main points we will conclude for the Choc chill.
 There is a great potential of chocolate in the market.
 The need is to be launching an attractive website for the customers.
Our goals for this marketing plan are ambitious. We hope that its implementation will
help us make a significant impact on protecting collections, avoiding needless. To
determine whether these goals are being met, we plan to measure the plan’s
effectiveness in the following ways:
 We will conduct an annual month-long survey of customers to check their
behaviors about our products.

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 The information thus gathered will allow us to determine what strategies are working
and what approaches need improvement. We anticipate that we will be able to
identify and act to improve product success in the market. With researchers, success
Will be harder to assess and take longer to achieve, but we believe that the company
will grow its market share in short time.

References:
1. en.wikipedia.org
2. www.websitemarketingplan.com
3. www.mplans.com
4. www.Cadbury.co.uk
5. www.eknowledge.com

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