Present

’s

Chocopizz
a!
ACKNOWLEDGEMENT

Our Project had been an excellent

experience. It gave us a practical view to

the Marketing plans and strategies and

the various fields under it. However; none

of this would have been possible without

the support of certain people.

Our heartiest thanks to Ms. Nidhi Gupta,

Lecturer Amity School of Business and our

Marketing Management subject teacher.

She had been our motivator throughout

the project and led us to a direction for the

successful completion of the project.

Regards,

CONTENT

• INDUSTRY ANALYSIS
• COMPANY SUMMARY
• PRODUCT SUMMARY

• MARKET ANALYSIS
o Market Segmentation
o Target Market
o Positioning
o Market Needs
o Trends in Indian Market
• MARKETING STRATEGIES
o Market Penetration
 o Marketing Mix
• COMPETITION
o Main National Competitors
o Main Local Competitors

INDUSTRY ANALYSIS
o Competitive Edge
• KEYS TO SUCCESS

Although the restaurant industry is very

competitive, the lifestyle changes created by
modern living continue to fuel its steady
growth. More and more people have less time,
resources, and ability to cook for themselves.

The percentage share held by foodservice of

total consumer expenditure on food has
increased from a very low base to stand at
2.6% in 2001. Eating at home remains very
much ingrained in Indian culture and changes
in eating habits are very slow moving with
barriers to eating out entrenched in certain
sectors of Indian society.. The growth in nuclear
families, particularly in urban India, exposure
to global media and Western cuisine and an
increasing number of women joining the
workforce have had an impact on eating out
trends.

COMPANY SUMMARY

Sara Foods Pvt Ltd is an Indian based company.

Its joint called chocolate fantasy is a medium
sized fast food corner with over a 300 outlets
across the country offering a wide array of food
products with a unique blend of chocolates and
fresh fruits. Founded in 2003 it has fast picked
up with the youngsters and is very popular
amongst them.
Over the years chocolate fantasy has tried to
make food that has chocolate as its essential
ingredient and thus, is always a paradise for
chocolate lovers.
It rose to fame with the launch of its product
called choconuts in the year 2004 and now yet
again it plans to bombard the market with
another dynamic product called chocopizza.

PRODUCT
SUMMARY
From the makers
of the famous choconuts here comes another
innovative product called chocopizza.

The chocopizza is a product with a pizza base

with hot chocolate sauce as its layering on top
with fresh seasonal fruits as its toppings served
with crushed sugar as seasoning.

The idea is to tickle the taste buds of people

who have a sweet tooth.
Though our product is very sweet however, it
should not be completely taken as a sweet
dish. Since, the fruits would be seasonal; we
are trying to keep a balance in the nutrition
quotient of our product.

We do understand the importance of healthy

eating and belonging to the fast food industry
there is a general notion of it been unhealthy
as most fast food products are processed.

However, we are introducing a new way of

making a chocolate pizza.

Our pizza would be of a batter which has the

right nutritional ingredients like vitamin A and
vitamin B and has an adequate amount of
protein and besides chocolate ( which
according to many studies show is good for
health ) would have fresh seasonal fruits which
again is a way to inculcate a taste in the
youngsters for fruits.

The company wants to bring a change in the

mindset of the Indian consumers that pizza can
only be in the cheesy or spicy form.

Since pizzas are a craze amongst the

youngsters they wish to innovate around it and
cater to the constantly changing demands of
the youngsters.

Youngsters define the present youth’s energy

who are dynamic and would not settle for
anything but only the best and hence the
product has been made to cater to those very
individuals.

Our product is very different as it is a concept

which has been explored yet by any fast food
chain at the moment.

Since the product is using ingredients like

chocolate and seasonal fruits which on an
average should be consumed by every 7
people out of 10, hence the chances of it
becoming popular with the masses is very
high. Being the pioneers in working with
chocolate products we see our consumers have
an instant liking to it.

Also, the product has been designed in a way

that it suits the budget of the youngsters.
Easily affordable and good to taste is what our
consumers expect from us and its something
which is the company has been successful in
providing.
Keeping in mind that our competition offers
products with chocolate as well, however we
have an advantage of serving it in a completely
different form.
Ice-creams, cakes, pastries, doughnuts
everyone has however chocolate pizza is
something which only chocolate fantasy would
be serving thus adding to the product’s
uniqueness.
 MARKET ANALYSIS

The increasing number of new/existing

establishments serving different kinds of fast
food products around India has shown a
significant growth in this sector. Food spending
is around 56% of total consumer expenditures
in India, and consumer spending on leisure and
recreation made up of 13% of total consumer
spending.
A much broader appeal exists for weekend
slots because those are the days when most of
our core target market enjoys the out going
activities.
Age - Youngsters, single, currently enrolled
in college and high school.
Family unit - We will also appeal to families
(young families) with children.
Gender - We will target both sexes, with a
slight skew for females due to their longing for
chocolates.
Income - We will appeal to the medium
income individuals.

MARKET SEGMENTATION
We are targeting young Indians as our primary
market segment. Due to heavy extra-curricular
activities among India’s youth, it is common for
high school or college students to have lunch
at fast food corners, and not at home. This
also tends to conform to their pocket money &
limited budget.
Also being already established in the market
and having created awareness for ourselves,
chocopizza is something which will be an
instant success with this market.
Kids also constitute a part of the primary
market segment as they are usually keen for
any variety of sweets especially chocolates and
they would be willing to try any kind of food
product with a dash of chocolate sauces.
Our secondary market segment is the "Working
Indians." With so many shopping malls in the
vicinity, working groups usually tend to flock
around fast food joints for refreshments
between the office hours as they have long
working hours and cannot afford to spend
oodles of money for having food at expensive
restaurants everyday.
TARGET MARKET

Chocolate fantasy with its product chocopizza

intends to cater to the bulk of teenagers and
youngsters in India. We have chosen this group
for several important reasons. Our target
market from the early days has always been
young people as we always want to infuse a
spirit of freshness in the market like the
youngsters do to a generation. We believe that
the age group from 15 to 25 is the primary age
where brand building efforts could take place.
They are on limited or fixed incomes and seek
a value/price relationship that will not stretch
their budgets.
Our secondary target is between the ages of
25 and 37, which are a heavy
lounge/restaurant user group. They are more
flexible in budgets and seek more than a
value/price relationship

POSITIONING
Our main focus in marketing will be to increase
customer awareness in the surrounding
community. We want to position the product as
an interesting one with an inevitable taste and
easy to the pocket of the consumer. Also, our
product would be extensively branded as
mentioned above through various media
channels stressing on the product being a
never before tried concept.
MARKET NEEDS:
A recent Consumer Trend and Analysis
identified the following needs among our target
markets. Our core group:
 Wants variety and flavor in its food
 Looks for speed of service
 Wants an entertaining and fun experience
 Insists upon a clean, friendly, and
attractive environment
 Adopts a global lifestyle
 Enjoys eating out
 Has an active lifestyle
 Comes from various ethnic background

TRENDS IN INDIAN MARKET

Marketing to children: fast food outlets in
India targets children as their major
customers. They introduce varieties of things
that will attract the children’s attention and
by targeting children’s they automatically
target their parents because Children’s are
always accompanied by their parents.
Low level customer commitment:
Because of the large number of food retail
outlets and also because of the tendency of
customer to switch from one product to
other, this industry faces low level customer
commitment.
Value added technology services: There
is continuous improvement in the technology
as far as fast food market in India is
considered. The reason behind that is food is
a perishable item and in order to ensure that
it remain fresh for a longer period of time.
Attracting different segments of the
market: Fast food outlets are introducing
varieties of products in order to cater to the
demands of each and every segment of the
 market for all age, sex, class, income group
etc.

MARKETING STRATEGIES

Our strategy is based on serving our markets

well. We will first launch our product in the
market as a "market tester" that could become
a model of the expanding number of outlets in
the future. Concentration will be on
maintaining quality and establishing a strong
identity in the local market.

Market Penetration

Being an established brand in the market and

known for quality food that we serve, it would
not be difficult for our new product to
penetrate the market.
All our outlets would be serving chocopizzas
and despite regional tastes and preferences
the product will integrate all local preferences
however while retaining its actual intended
taste.

MARKETING MIX
 PRODUCT
Variety:
Our food products are an epitome of variety as
we offer something completely new to the
market with a wide array of choices to the
customers.
Chocopizza is an innovative product with a
unique blend of chocolate sauces and we let
the customers choose their own flavor of
chocolate sauce as well as fruit toppings.
 Quality:
Our products conform to the highest-quality
standards. We take utmost care of sanitation.
The fruits we use are perfectly fresh and we
make sure those stale food items are discarded
off on a daily basis.

Design:
The design of our products is tailored to be
able to attract our target consumers such as
kids and teenagers who have a craving for
chocolates and also induce trial among
consumers who usually keep away from them.
Chocopizza is nothing less than a mouth-
watering treat for our customers with its
unique taste and attractive appearance almost
like in a chocolate heaven.
 Features:
One of the most outstanding features of our
product is the special blend of chocolate in
every food product we offer. Everything that
goes into its making is freshly prepared as in
the case of chocopizza. Moreover the variety of
chocolate dips we offer is an absolutely out-of
the world experience for our customers.

PRICE:.
The product will be priced at Rs. 50 in the
market for all consumers and all states.
The per unit cost of the product will be Rs.12
with the help of mass production.

PROMOTION:
Sara Foods will be outsourcing the marketing
and promotional activities to P.R. Firm like
 McCann Ericson.
Outsourced firm would be handling the
advertising of choco pizza on national basis
through television, radios, banners etc.
Internal Promotion would also be taking place
through the current outlets itself.

Advertising:
We would use advertisement to develop
attitudes, create awareness, and transmit
information in order to gain a response from
the target market. The media vehicles we
would be using are radio, newspaper, billboard,
mobile and accounting for a small portion
would also be internet advertising. Initially we
will get the customers attuned with our product
and then we would eventually introduce
attractive discounts and offers.

Sales promotion:
 We would use extensive sales promotion for
the initial stage in order to induce trial and
attract more no. of consumers. We will be
distributing in-store discount coupons to our
visiting customers along with attractive weekly
offers. We would also be offering free
merchandise to our customer such as toys for
kids, etc

Sponsorship:
We would sponsor events such as cultural fest
in universities and schools, to get a little extra
coverage from the target audience.

PLACE:
We have our own 300 outlets across the
country through which we will be offering the
product. It’s not distributed through distribution
channels since it’s not a packed food item but
a fast food which is cooked at the time of order.

COMPETITION

Competition for the fast food industry is always

very strong. For it doesn’t take too long for
someone else to copy your concept and make
it popular as well.
However, the secret to win the consumers and
establish as well retain yourselves in the
market is by constantly upgrading your product
but maintaining the price so that the consumer
doesn’t get a chance to find a flaw in your
product.
Being a fast food chain, we have to see that we
maintain the same quality and standard as well
as tastes of our products across all outlets in
the country.
For the new product –chocopizza we have to
see that the product is supplied as per demand
and the packaging and serving is attractive.
It is said in marketing, a product gets only one
first impression. Thus, we have designed the
packing, the look of the chocopizza in such a
way which would generate a curiosity in the
product.

Our main competitors would be all bakeries

and cafes serving items with chocolates.

For example bakeries and coffee shops in five

star restaurants have chefs constantly
innovating and hence they come up with very
unique different sweet dishes.
Also, pizza houses like dominoes and pizzahut
two mncs could pose a threat as they too deal
in the pizzas and have a huge market base and
loyalists.

MAIN NATONAL COMPETITORS

Major players in fast food are:
• MCDONALDS - McDonald's Corporation
is the world's largest chain of hamburger
fast food restaurants, serving nearly 47
million customers daily.
• KFC - primarily sells chicken in form of
pieces, wraps, salads and sandwiches.
While its primary focus is fried chicken, KFC
also offers a line of roasted chicken
products, side dishes and desserts
• PIZZA HUT
• DOMINOS PIZZA - Domino's Pizza is one
of the biggest and fastest growing
international food joints. The very first
Domino's Pizza outlet in India opened in
Jan, 1996 at New Delhi. Today, Domino's
Pizza India has become a wide network of
 Pizza delivery and food chain. There are
close to 220 outlets in 42 cities of India and
the brand is the top most among the food
delivery business.
• COFFEE DAY - Café Coffee Day is a chain
of coffee shops in India having its
headquarters in Chikkamagaluru,
Karnataka, commonly known as Coffee Day
or CCD. The cafe chain has had much
success riding, and to some extent
creating, the cafe culture wave that swept
across metropolitan India following strong
economic growth resulting in an increase in
youth spending power.
• BARISTA - Barista Coffee is a chain of
espresso bars in India. Headquartered in
Delhi, Barista currently has espresso bars
across India, Sri Lanka and the Middle East.
The main reason behind the success of the
multinational chains is their expertise in
product development, sourcing practices,
quality standards, service levels and
standardized operating procedures in their
restaurants, a strength that they have
developed over years of experience around the
world. The home grown chains have in the past
few years of competition with the MNC’s, learnt
a few things but there is still a lot of scope for
improvement.

MAIN LOCAL COMPETITORS:

KHAN CHACHA – It started as a small eatery.
Today, Khan Chacha is quite famous for its
kebabs and rolls and is a hot

BIG CHILL – it is an Italian café located near

khan chacha and is one the city’s loved café. It
offers a wide variety of pizzas, pastas, cakes.
Etc and is a common destination for
youngsters.

COMPETITIVE EDGE
 Our unique dipping sauces blend local
taste and international into one fusion
recipe
 Enthusiastic and friendly staff
 Supporting merchandise items that support
company's brand building.
 Our products are 100% fresh.
 Innovative presentation and food products
will position us at the same level with
foreign fast food franchises.

KEYS TO SUCCESS

To succeed in this business we must:

 Create a unique, innovative, entertaining
menu that will differentiate us from the rest
of the competition.
 Control costs at all times, in all areas and
implement a conservative approach to
growth policy. Although, we provide more
than enough fund to open more than one
outlet, we want to be on the safe side of
the business.
 Sell the products that are of the highest
quality, as well as keeping the customers
happy with all of our product categories
from food to store merchandising.
 Provide 100% satisfaction to our customers
and maintaining the level of excellent
services among other competitors.