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Trade Marketing
1. Company name: ChocLatey PVT Limited
Brand Name: Chocolicious
Location: Karachi, Pakistan
We will also launch a outlet for chocolicious display at
Zamzam Karachi
Target Market:
› Chocolate Lovers regardless of age and gender in Karachi.
› USP: 72% Pure Dark Chocolate in choco items
Products:
Chocolicious bar (yummy, tasty, nutry, butry)
chocolicious dips (dip it, sip it, eat it)
Chocolious yum (mmm…its yummy yar)
Snowy white ( fall in love with every bite)
2. Pakistan is densely populated country
with over 170 million people living.
Pakistan’s confectionery and chocolate
industry has emerging and growing trend
in the recent past.
The industry has grown with an average
annual rate of 7.5 %.
3. Split into organized (branded) sector and
un-organized (generic) sector.
Branded sector – monopolistic in nature ,
with 9-10 prominent and active players
Choclatey will be farming Raw Materials
(Coca Beans in control enviornment) to
emphasis on localization & reduce cost
Hygiene chocolate available at reasonable
price would be core emphasis
4.
5. Trends:
› Consumer preferences are speedily changing in
the favour of chocolates.
› Independent retailers and wholesalers are still
the largest channel contributors.
› The role of International modern trade (Metro,
Hyper Marts and Hyper Star) is growing at the
increasing rate.
Challenges:
› High prices of raw material
› High excise and import duties on raw material.
› High entry barrier because of strong
monopolistic competition.
› Entry of cheap imported brand through gray-
Channels.
6. Selling Through Intermediaries:
› Our main focus is on Distributor channel to generate
bulk chunk (80%) of our total sales.
› We push our brand through wide-spread network of
distributors and wholesalers throughout the region.
› The company will sell through its own retail Outlet
Dual Distribution:
› More than one distribution channel, such as direct to
the large customers.(Imtaiz, metro, Naheed,
Hyberstar etc)
7. Distribution Strategy
› Intensive distribution strategy
Stocks will be available at majority of the
outlets
9. Trade allowances:
› Incentives used to encourage a retailer to stock a
product such as cash discounts or promotional
incentives.
› Negotiating Margins to install chillers or mini fridges
inside retails outlets.
Trade contests:
› Are used to encourage retailers to sell products, as
the retailer who sells the most wins a prize.
› Free fills e.g free goods ( after selling 200 bars 1 bar is
free to the retailer)
› Volume base sales
10. Point of purchase display (POP):
› Store display where retailers can show the products to
customers to increase awareness.
› KIOKS in kids attractions such as Sindhbad, public Parks, or
Funland with the name of Chocolicious
› Strategic Alliance with Dolphin Show and Mc donald Kids
meal
› Coverage of recreational clubs and summer camps
Training programs:
› Which Teach employees or retailers the benefits of our
product.
Push money:
› An extra commission paid to encourage the stocking and
selling of our chocolates.
› Buy Out Allowance strategy ( we will purchase the shelf of
competitor product)
12. Through ATL & BTL Activities.
BTL will be following:
We will pays attention to in store activities;
› POS Displays
› Kiosks
› Gondolas
› Vinyl’s
We also focus on other activities on social
media, as it is the most emerging trend
used for advertisement.(contextual text
ads, email marketing, socail blogs and
networks)