Marketing Management Project: Chocolate
1. Introduction
The project focuses on understanding the marketing management functions through the lens of a product that
is universally loved - Chocolate. We analyze how companies use various marketing strategies to successfully
promote and sell chocolates in a competitive market.
2. Objective of the Study
- To understand the 4Ps of marketing (Product, Price, Place, Promotion).
- To study consumer behavior towards chocolate brands.
- To apply marketing concepts to a practical product.
- To explore branding and packaging techniques.
3. Selection of Product
The product selected is Chocolate. For the project, we will consider launching our own chocolate brand called
'Cocoa Bliss'.
4. Product Description
Cocoa Bliss is a premium range of chocolates made with organic cocoa and natural sweeteners. It is
available in three variants:
- Dark Delight (70% cocoa)
- Creamy Classic (Milk chocolate)
- Nut Crunch (with almonds and hazelnuts)
5. Branding
Marketing Management Project: Chocolate
- Name: Cocoa Bliss
- Logo: A cocoa bean with a smile curve
- Tagline: "Bliss in Every Bite"
- USP (Unique Selling Proposition): Organic, No preservatives, Ethical sourcing
6. Labeling and Packaging
- Ingredients and nutritional value clearly mentioned.
- QR code for online recipes and contests.
- Attractive eco-friendly packaging.
- Re-sealable packs for freshness.
7. Pricing Strategy
We use penetration pricing to attract more customers initially.
Variant | Price (per 100g)
--------------|------------------
Dark Delight | Rs. 70
Creamy Classic| Rs. 60
Nut Crunch | Rs. 80
8. Place (Distribution)
- Available in supermarkets, local retail shops.
- Online presence via our website and e-commerce platforms (Amazon, Flipkart).
- Collaboration with cafes and gift stores.
Marketing Management Project: Chocolate
9. Promotion Strategy
- Introductory offers: Buy 1 Get 1 Free
- Social media marketing on Instagram and Facebook
- Influencer tie-ups for product reviews
- Festive gift boxes and personalized packs
- School and college sampling campaigns
10. SWOT Analysis
Strengths | Weaknesses
------------------|---------------------
High-quality cocoa| New brand in market
Eco packaging | Higher cost
Opportunities | Threats
----------------------|-------------------
Health-conscious buyers | Competition from big brands
11. Conclusion
Through this project, we've applied business and marketing concepts practically. It has helped us understand
how product planning, branding, pricing, promotion, and distribution work together in launching and managing
a successful chocolate brand.
