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Table of contents

Executive Summary ............................................................................................................. 2

Introduction .......................................................................................................................... 3

Vision ...............................................................................................................................4Marketing Plan .................................................................................................................5

Situational Analysis ......................................................................................................... 6Competitors and Company Analysis ................................................................................. 11

ChocoChill Objectives ...............................................................................................17

SWOT Analysis ................................................................................................................. 32Marketing Objectives and Goals ........................................................................................33

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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 underconsideration, 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.

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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 areworking 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.

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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.

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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 segmentsfor 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.

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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.

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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.

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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

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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

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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 Milko Mars

o Paradise

Cadbury Chocolate

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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 Crme 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.

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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.

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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)

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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)

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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 purposethe 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

its 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

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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

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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

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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.

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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 beuse only for research purpose.

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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 2150

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

Q.1 Gender

Male

Female

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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

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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

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This question basically shows that most of the people in the society like the chocolate

thats 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

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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

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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

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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

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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

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Brands

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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

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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

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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.

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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

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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-6G11,I-8I-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.

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Product Market Expansion:

According to the Ansoff matrix Choco chill lies under the new productand 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.

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Market Share

HIGH LOW

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

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?STAR

Cash Cow

DOG

HIGH

LOW

r

w

a

Choco Chill

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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 dont 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 its 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.

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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:

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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

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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

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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

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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.

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Distributor

ChocoChil

l(Company

)

Retailer

WholesalerCustomer

/Consum

r

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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 Zeropoint 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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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 plans

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

http://www.websitemarketingplan.com/http://www.mplans.com/http://www.websitemarketingplan.com/http://www.mplans.com/