1. IMC Plan For
ITC’s Delight Chocolate
Presented To :- Prof. Rajesh Nambiar
Presented By –
Shoyeb Bagwan 01
Mujjmil Shaikh 25
Shaikh Ubaid 29
Aaquib Khan 32
Sayyad Monisuddin 56

2. Chocolates …! Chocolates ...!!
Every body has a liking for them, be they in the form of
bar
Or a tiny little gem,
Or shaped like a rectangle,
Or a sphere, a brick or an éclair.
For chocolate lovers it is fun,
To have them during rain, breeze or sun,
They are white and brown in colour,
And taste sweet and bitter
Some have them in a glass of cold cofee, or in the
form of tofee.
Some eat them when they are sad
Some relish them when they are happy or have sweet
dreams,
But I feel, to have chocolates

3. Chocolate industry in India
• Chocolates may be items of impulse-purchase, competing
with other categories like soft drinks, snacks and beverages
for a share of the consumer's wallet, but modern trade and
other factors like liberalisation of the economy, growing
income of middle class and macro-economic conditions have
had a positive impact on consumer spending.
• The chocolate industry in India works at different levels that
include chocolate giants like Cadbury's Kraft Foods, Nestle,
Amul etc, small chocolate manufacturers, chocolate retailers,
chocolate importers and people who make chocolates at
home.

4. Growth of chocolate industry in
India
• The per-capita consumption of chocolates has increased from
50gm in 2005 to 300 gm now
• The compound annual growth rate ( CAGR) is of 25% and is
expected to cross Rs 7,500 crore by 2015, according to the
estimates by apex industry body (ASSOCHAM) Associated
Chambers of Commerce and Industry of India.
• Ahead of the festival, the demand of chocolates is increased
by 35%

5. Facts & figures
• Chocolate market is estimated to be around 4,500 crores growing at
25% per annum
• Cadbury Kraft Foods has a 70% share, 20% is held by Nestle and the
others operate in the remaining 10%
• Over 70 per cent of the consumption takes place in the urban
markets
• Margins in the chocolate industry range between 10 and 20 per
cent
• The global chocolate market is worth $85 billion annually

6. Consumer Trends
• The range and variety of chocolates available in malls seems
to be growing day by day, which leads to lot of impulse sales
for chocolate companies
• Chocolates which use to be unaffordable, is now considered
mid-priced.
• Designer chocolates have become status symbols.

7. The key growth drivers
• Tradition of gifting sweets
• Shifting in consumer preference (from traditional 'mithai' to
chocolates)
• Increasing awareness - demand for sugar-free and diet
chocolates among consumers
• Rising income levels and rapid development in rural markets

8. History OF ITC

9. ITC Business Portfolio
• FMCG & Cigarettes
• Hotels
• Agribusiness
• Paper board & Packaging

10. FMCG Products
• Aashirvaad • ITC- welcome group
• Sunfeast • Mangaldeep
• Mint-o • AIM
• Candyman • Paperkraft
• Bingo • Classmate
• Fiama • Essenza DI wills
• Vivel
• superia

11. Distribution Channel
• Trade channel covers the distance between the producer and
the consumer
• ITC foods utilizes distribution network efficiently
• Distribution centers located in the major states
• E-choupals – distribution channel where the farmers are
linked to the company
• It even uses the services of Panwalaas for distributing its
brands

12. Introducing Delight
Chocolates
Delight
“Chocolate bar filled with
chewy almonds coated with
milk chocolate”

13. Meaning of Delight
• Meaning - feeling of extreme pleasure or satisfaction or a
pleasing sensation
• As the Theme of the product is Gift, so when our product
delight is gifted it actually means gifting pleasure, satisfaction
and when it is consumed it give immense pleasant feeling

14. Tagline
“Have a Delightful
moment with delight
chocolate”

15. Product
• Chocolate filled with chewy almonds coated with milk
chocolate
• It’s a new taste experience
• Suitable for formal - informal gifting
• Offering a colourful mix new chocolate with flavour

16. Conti…
• This chocolate will occupy its own market segment and make
it something different from other confectioners.
• The main thing we should try to do is make the consumer
think this chocolate is so different and special compared to
regular chocolate bars

17. Ingredients of chocolate
• Pure chocolate comes from Cocoa beans. A typical chocolate
bar will also have:
– Sugar
– Milk
– Cocoa butter,
– Sometimes, vegetable Oil

18. Exotic ingredients of delight
chocolate
• Sugar
• Cocoa butter
• Cocoa solids
• Almonds
• Milk
• Chocolate coated raisins

19. PACKAGING
Have a Delightful moment
with delight chocolate

21. Positioning of Delight
• Enjoy your small happiness with delight chocolate
• A Delightful delicacy for everyone
• Enlight your world with Delight Chocolate
• Celebrate every occasions with DELIGHT chocolate.
• Gift your Dear one to feel special.

22. Target Audience of Delight
Children, Younger generation and also middle age groups who
like chocolate.

23. Promotional Strategy
• We’ve decided to launch this chocolate before Diwali, Christmas
and new year so that audience can taste it earlier and then can
gift it to their near and dear ones on the occasions.
• We’ll launch festive gift pack for Eid, Diwali, Christmas and New
Year.

24. Cont……
• Free Sampling in malls – nice tasting & good quality
• In Schools & Colleges – collecting wrappers contest
• Commercial TV ads – Cartoon Network, Star Plus, Sony.
• Hoardings – Bus stops, Cinema theatre, Displays in malls.
• Print ads in News Paper.
• Offers good margins to retailers.

25. Pricing
• The company has planned to launch the small pack worth Rs.
5, Rs. 10 and Heart delight box special gift pack Rs. 145 so that
the audience are intended to purchase DELIGHT chocolates.
• There will be some offer also associated with the purchase of
two pack of DELIGHT chocolate.

26. Competitive Brands in
Market
Nestle
• Kit Kat
• Kit Kat Lite
• Munch
• Munch POP Choc
• Milky Bar
• Milky Bar Choo
• Bar-One
• Éclairs

27. Cadbury Chococlates
• Dairy Milk
• Silk
• 5 star
• Perk
• Celebrations
• Temptation
• Éclairs
• Gems