4. Mission Statement
“Monêlé will meet and
exceed the expectations of
customers in product
quality, product innovation
and service” Vision
Statement
“Beside the pleasure of
savoring, Monêlé
chocolate opens up
entire world of feelings
MonêléChocolate continue
& festivities which takes
5. Our goal is to open Monêlé objective
our franchise in is to give all
different cities of chocolate
Lahore, we’ll also lovers the
introduce our opportunity to
franchise in next enjoy Monêlé
coming weeks. So chocolates
the chocolate lovers wherever they
Goals &
can enjoy the taste are in the
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world.Monêlé
Objectives
of real chocolate all
chocolate
6. Monêlé chocolate is made from the finest
ingredients offering a wide choice of over 154
fillings. Monêlé chocolate does not include
preservatives or artificial flavors making it on a high
quality Chocó. Monêlé chocolate bars as are also
in no added sugar range. Our unique packing
boxes come into their own tasteful style to take the
traditional gift of choice to a whole new level ofcontinue
elegance. We are have a package of
8. 50-59 over 60
3% 1%
30-39
4% 40-49
7%
18-28
19%
Under18
66%
Age of people who eats Chocolates
Monêléchocolate continue
9. Monêléchocolate
Geographic
Our location is in Lahore, Pakistan, on M.M Alam Road, it is our
Head Office.
Psychographic
We produce new chocolates flavors, so the chocolate lovers can
enjoy the varieties, we provide chocolates according to the culture of
peoples, occasionally and follow the new trends in our packing.
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10. AGE Percentage Percentage of Total Criteria
Of Females Males Percentage
Under 18 49% 31% 80% Students, Kids, of every culture
18-28 38% 31% 69% Families, Females, Males, Teenage,
Professional People, Couples
29-39 25% 15% 40% Females, Males, Professional
People, Families
40-49 17% 16% 33% Professional People, Families,
Females, Males
50-59 15% 10% 25% Aged who eats sugar free
chocolates, Females, Males
Over 60 13% 7% 20% Aged who eats sugar free
chocolates, Females, Males
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11. Marketing Mix
Product: Monêlé Chocolate
Physical Evidence: Our shop of
Monêlé Chocolate, on M.M Alam
Price: Starting from PKR330 Ranges Road
Process: Customer selects the
to PKR3500
chocolates from the display or from
Discounts up to 30%
the menu card with the description
Low pricing 330-1000
of Chocolate ingredients, then they
Premium pricing 1000-3500 buy two
get one free order it, whether take away or dine
in, or raps it in with our beautiful
Promotion: Concerts, Banners,
Advertisement in Magazines, Pamphlets, packing or in box.
Social Media, Sponsorships, Websites, In People: Includes staff well-educated
Movies, Radio, Commercials And & have communication skills &
public dealing manners &
Events.
consumers interacting
Place: M.M Alam Road.
12. Human
Number of Employees Plan
Resource
30 Compensation Plan
Designation of employees Salaries Started from
• Manager PKR9000_PKR2,00,000
• C.F.A Training Methods &
• M.D
Requirements
• Accountant
Our chefs and chocolate
• Sales & Marketing
maker experts we send them
• Assistant Manager
to foreign training institutes
• C.E.O
so they can learn new
• C.O.O
innovations about chocolate.
• HRM
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13. Rules & Standards
Our Rules are not so Hard and
Feedback
Far, they are just simple Consumer can also give our
• Punctuation of timings for feedback on our website or by
employees just admiring the flavors of our
• Smoking is not allowed chocolates
• Employees must full fill their Boneset & Allowance
job on regular basis, we have We’re giving bonuses once in a
a system which checks out year, with the living facilities
whether the employee is for those employs who’re
doing and attending his job working in Pakistan from
regularly foreign contrives
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15. We can develop the product
on time and on budget. Initial investment
Assumptions 2.5 million.
Competitors will respond
Customers will buy our rationally. Start up expense
product because we think We will be able to hold 1corer.
it’s a good product. down prices while gaining
Customers will agree with Sources
share rapidly. We’re using external sources to
our perception that the We will have no trouble
product is “great”. import the real cocoa.
attracting the right staff.
The product will sell itself Customers will run no risk
Distributors are desperate in buying from us instead of
to stock and service the continuing to buy from their
product. past suppliers.
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17. Assessment of risk
Environmental, Economical
What-if business fails
If business fails then we sell our unit &
shop to the other company and as we’ve
the financial and sponsors we’ll start a
restructured business
Threats from competitors
Our competitors are selling chocolate at
high prices with more new flavors
Monêléchocolate
19. We make chocolates daily.
We make chocolates also
on order.
Building Codes
Our shop is 24 x 24 ft. with
a wide sitting arrangements
and fully air conditioned
shop, we’ve a space of 30
sittings at one time.
month
Monêlé
Operational Expenses/
chocolate
20. Production Plan
Manufacturing Process
Chef are making chocolates from their own ideas and
innovations
Physical location
Our kitchen are situated behind the back of the shop
Suppliers
Our kitchens where hand made chocolates are made by
chocolate experts
We’re importing cacao from Egypt and brazil
Raw material
Packing and boxes and rapping items are provided by our
external sources.
Quality Control
We’re ISO certified
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21. The chocolate range includes Classic; Deluxe; Monêlé
Specials; Monêlé and a special range of sugar free and diet chocolates.
These are available in variety of milk, dark or white chocolates with
flavors like hazelnut, almonds, pistachios and rice crispy. Chocolate &
Gianduja Cream
All our chocolate products are made with pure cocoa mass, cocoa
butter, soy lecithin, and vanilin.
Gianduja Cream Ingredients: hazelnut, sugar, cocoa butter, milk
powder, almond, skimmed milk powder, soy lecithin, flavouring
(vanilin).
Animal by-products: Milk chocolate contains dried cow milk. Dark
chocolate does not include dried cow milk.
No other animal bi-product is used in the making of our chocolates.
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22. Nuts & Fruits: Depending on the chocolate piece variety, fillings
of the chocolate pieces may include nuts
(Almonds, Hazelnuts, Pistachios, Peanuts), Dried Fruits
(Strawberry, Orange Peel, Raisins).
Alcohol: We don't use any alcohol ingredients in our recipes for
any of our products. Our products are classified Halal.
No-Sugar Added: We use Maltitol as a sugar substitute in our No-
Sugar Added menu variety.
Jordan Almonds
Our Jordan Almonds are made of fresh premium roasted almonds
covered with sugar glaze. The glaze might contain Cow Gelatin in
its recipe.
Monêléchocolate
24. Age Gender Social status
Under 18 Kids, Teenage Upper class
18-39 Teenage, Couples, Male Upper and middle
and females class
40-50 Couples, Male and Upper Class & middle
females class
51-60 Couples, Aged people Upper Class
Over 60 Couples, Aged people Upper class
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25. Analysis of competitors
Direct Competitors Indirect competitors
Patchi Cadbury
They are also making Producing chocolates on a
chocolates and large scale, they have 50%
confectionary items. market share
Lals Lotte
Producing chocolates with They are producng candy
the help of technology and chocolates and have
Chocolatier Café La Churro 30% market share
New café opened for Candyland
chocolate lovers. Having 20% market share
Monêléchocolate
