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Project Work
“GOOBERS CHOCOLATE”
Melts in your mouth, not on your hands
Firstly I would like to thank Dr. Ritesh Srivastava for giving us his precious
time and guidance that helped us a lot in completing this project.
Last but not the least I would like to thank all those people for their
immense co-operation who helped me in any way and without help of these
people this project never be completed successfully.
Amardeep Bardhan
Chocolates!!
!
Chocolates! Chocolates!
Every body has a liking for them, be they in the form of bar Or a tiny
little gem,
and bitter
Some relish them when they are happy or have sweet dreams,
Ingredients of Chocolate
Company Profile
SWOT Analysis
Cost Sheet
Analysis
Conclusion
Biblography
History of Chocolate:
The origin of chocolate can be traced back to the ancient Maya and Aztec
civilizations in Central America, who first enjoyed “chocolati” a much-prized
spicy drink made from roasted cocoa beans. Throughout its history, whether
as cocoa or drinking chocolate beverage or confectionary treat, chocolate has
been a much sought after food.
Don Cortes
The Spanish invaded Mexico in the 16th century, by this time the Aztecs had
created a powerful empire, and the Spanish armies conquered Mexico. Don
Cortes was made captain general and governor of Mexico. When he returned
to Spain in1528 he loaded his galleons with cocoa beans and equipment for
making the chocolate drink. Soon “chocolate” became a fashionable drink
enjoyed by the rich in Spain.
Drinking chocolate
The secret of chocolate was taken to France in 1615, when Anne, daughter of
Phillip 2 of Spain married king Louis 13 of France. The French court
enthusiastically adopted this new exotic drink, which was considered to have
medicinal benefits as well as being a nourishing food. Gradually the custom of
drinking chocolate spread across Europe, reaching England in the 1650‟s.
First chocolate for eating
Up until this point all chocolate recipes were based on plain chocolate. It was
an English doctor, sir Hans‟s sloane, who- after traveling in south America-
focused on cocoa and food values, bringing a milk chocolate recipe back to
England. The original Cadbury milk chocolate was prepared to his recipe.
History:
The earliest record of chocolate was over fifteen hundred years ago in the
central America rain forests, where the tropical mix of high rain fall combined
with high year round temperatures and humidity provide the ideal climate for
cultivation of the plant from which chocolate is derived, the cacao tree.
“ Chocolate is made from the cocoa bean, found in pods growing from the
trunk and lower branches of the cacao tree, Latin name “ theobroma cacao”
meaning “ food of the gods”
Cacao was corrupted into the more familiar “ cocoa” by the early European
explorers. The Maya brewed a spicy, bittersweet drink by roasting and
pounding the seeds of the cacao tree with maize and capsicum peppers and
letting the mixture ferment. This drink was reserved for use in ceremonies as
well as for drinking by the wealthy and religious elite; they also ate cacao
porridge.
The Aztecs, like the Mayans, also enjoyed cacao as a beverage fermented
from the raw beans, which again featured prominently in ritual and as a luxury
available only to the very wealthy. The Aztecs called this drink xocolatl, the
Spanish conquistadors found this almost impossible to pronounce and so
corrupted it to the easier “ chocolat” the English further changed this to
chocolate.
The first chocolate house in England opened in London in 1657 followed rapidly
by many others. Like the already well established coffee houses, they were used
as clubs where the wealthy and business community met to smoke a clay pipe of
tobacco, conduct business and socialize over a cup of chocolate.
The Quakers
The Quakers were, and still are, a pacifist religious sect, an offshoot of the
puritans of English civil war and pilgrim fathers fame and a history of
chocolate would not be complete without mentioning their part in it. Some of
the most famous names in chocolate were Quakers, who for centuries held a
virtual monopoly of chocolate making in the English speaking world – fry,
Cadbury and row tree are probably the best known.
Its probably before the time of the English civil war between parliament and
king Charles 1st that the Quaker‟s who evolved from the puritans, first began
their historic association with chocolate. Because of their pacifist religion, they
were prohibited from many normal business activities, so as an industrious
people with a strong belief in the work ethic (like the puritans), they involved
themselves in food related businesses and did very well. Baking was a
common occupation for them because bread was regarded as the biblical
“staff of life”, and bakers in England were the first to add chocolate to cakes
so it would be a natural progression for them to start making pure chocolate.
They were also heavily involved in breakfast cereals but that‟s another story.
What is certain is that the fry, row tree and Cadbury families in England
among others, began chocolate making and in fact Joseph fry of fry &sons
(founded 1728 in Bristol, England) is credited with producing and selling the
world‟s first chocolate bar. Fry‟s have now all but disappeared (taken over by
Cadbury) and row tree have merged Swiss company nestle, to form the
largest chocolate manufacturer in the world. Cadbury have stayed with
chocolate production and are now, if not quite the largest, probably one of the
best-known chocolate makers in the world.
Chocolate as we know it
The first mention of chocolate being eaten in solid form is when bakers in
England began adding cocoa powder to cakes in the mid 1600‟s. Then in
1828 a Dutch chemist, Johannes van houten, invented a method of extracting
the bitter tasting fat or “cocoa butter” from the roasted ground beans, his aim
was to make the drink smoother and more palatable, however he unknowingly
paved the way for solid chocolate as we know it. Chocolate as we know it
today first appeared in 1847 when fry & sons of Bristol, England – mixed
sugar with cocoa powder and cocoa butter (made by the van houten process)
to produce the first solid chocolate bar then in1875 a Swiss manufacturer,
Daniel peters, found a way to combine (some would say improve, some would
say ruin) cocoa powder and cocoa butter with sugar and dried milk powder to
produce the first milk chocolate.
Process of Making Chocolate
Roasting
After being cleaned, the cacao beans pass to the first critical
step in flavor development at the factory: roasting. There are
two main approaches to roasting: roast the beans for a short
time at high heat, which produces a strong chocolate flavor
but eliminates any subtle, floral notes and risks the
development of charred flavors from over-roasting, or roast
the beans for a long time at low heat, which allows the more
delicate flavors to come through but sacrifices the big,
chocolate flavor.
Sugar,
Cocoa Butter,
Lecithin,
Sugar
Cocoa Butter
Cocoa Solids
Peanuts
Milk Solids
Almonds
Vanilin
Honey
Initially, The Company was dealing in 2-3 types of spices and dry fruits only. But
later on it came up with an idea of chocolate coated peanuts with milk chocolate.
In the year 1992, the CEO of Blumenthal Chocolate Company thought about
increasing the profit of the company with some bigger margins and making the
company bigger then ever. In the Year 1993 company had introduced the full
variety of chocolate like dark chocolate, chocolate enriched with dry fruits etc.,
and also he started exporting them to neighboring countries. At that time
Blumenthal Chocolate Company was the only company who was there in Indian
Market with full varieties of dark chocolate, chocolate with dry fruits, wafer
chocolate, bar chocolate etc.
In the year 1995, This Company got listed in NSE. Now, in the year 2009, after
reading the Indian booming food industry, The Company has decided to launch a
new Chocolate (only in Indian market) by the name of “GOOBERS”. This
chocolate is a unique in its category which is has peanuts coated in milk
chocolate with butter, caramels, dry fruits and honey in it. This chocolate is
available in different packs of 15 grams, 35 grams, 65 grams and JUMBO pack
of 125 grams. This chocolate is especially launched in a way so that it suits the
middle class pocket and even low call of people as well. The JUMBO pack of this
chocolate is the biggest chocolate available in the Indian market.
Business Plan & Stretegy
Since the GOOBERS CHOCOLATES has been launched under the brand name
Blumenthal Chocolate Company, so the company has the advantage of easily
poisoning of GOOBERS CHOCOLATE on such competitive market.
Firstly to attract the target audience towards the chocolate product the company
will place a low promotional price for the chocolate for time being and will also
distribute some free sample in the market to make feel the audience of the
caramelized taste of milk chocolate coated peanuts.
The target audience for this chocolate is the younger generation, children and
also middle age groups who like chocolate. Also the company has decided to
launch this chocolate before Christmas so that the audience can taste it earlier
and then can gift it to their near and dear ones on the occasion of Christmas and
New Year. Also the company will launched the „Santa Gift‟ pack for Christmas
and „New Year‟ pack of GOOBERS CHOCOLATES which contains the dry fruits
and the GOOBERS CHOCOLATES. These packs are especially designed to be
sold at the time of Christmas and New Year.
Before Christmas and New Year, the Company has planned to launch the small
pack worth Rs 5 and Rs10 so that the audience are intended to purchase
Goobers chocolates. There will be some offer also associated with the purchase
of two packs of GOOBERS CHOCOLATES.
GOOBERS CHOCOLATES main concern is advertisement and the promotion,
and then making sure the consumers get a nice tasting, good quality product. No
other chocolate bar is similar to this, making it almost certain that this bar will
occupy its own market segment and make it something different from other
confectionaries. If promoted correctly, stressing the point that the, the bar will be
a big hit in stores and adding the factor that it is healthier will arouse people‟s
attention and curiosities.
Since it is the first Chocolate with a Milk chocolate coated peanuts and other dry
fruits in it so it‟s already a added benefit for the Chocolate.
The main thing that GOOBERS CHOCOLATES should try to do is make the
consumers think this bar is so different and special compared to regular
chocolate bars that they will need to try it in order to see if this is true or not, and
arouse a sort of craving for the bar that will secure sales for years, if lucky. If
executed correctly, this strategy will ensure a good entrance to the market and
GOOBERS CHOCOLATES will soon have a successful new chocolate on the
market that will ensure sales and let GOOBERS CHOCOLATES reap profit from
it.
If all the above written plans goes well then the GOOBERS CHOCOLATES will
get better positioning in the market.
Competitive Brands in the Market
NESTLÉ
Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With seven factories
and a large number of co-packers, Nestlé India is a vibrant Company that
provides consumers in India with products of global standards and is committed
to long-term sustainable growth and shareholder satisfaction.
The Company insists on honesty, integrity and fairness in all aspects of its
business and expects the same in its relationships. This has earned it the trust
and respect of every strata of society that it comes in contact with and is
acknowledged amongst India's 'Most Respected Companies' and amongst the
'Top Wealth Creators of India'.
NESTLÉ MUNCH
NESTLÉ MILKYBAR
NESTLÉ BAR-ONE
NESTLÉ FUNBAR
POLO
POLO Powermint
NESTLÉ Eclairs
CADBURY
Cadbury is the world's largest confectionery company and have a strong regional
presence in beverages in the Americas and Australia. With origins stretching
back over 200 years, today their products - which include brands such as
Cadbury, Schweppes, Halls, Trident, Dr Pepper, Snapple, Trebor, Dentyne,
Bubblicious and Bassett - are enjoyed in almost every country around the world.
We employ around 60,00 people. Their heritage starts back in 1783 when Jacob
Schweppe perfected his process for manufacturing carbonated mineral water in
Geneva, Switzerland. And in 1824 John Cadbury opened in Birmingham selling
cocoa and chocolate. These two great household names merged in 1969 to form
Cadbury Schweppes plc. Since then they have expanded their business
throughout the world by a programme of organic and acquisition led growth.
Concentrating on their core brands in beverages and confectionery since the
1980s, they have strengthened their portfolio through almost fifty acquisitions,
including brand icons such as Mott's, Canada Dry, Halls, Trident, Dentyne,
Bubblicious, Trebor, Bassett, Dr Pepper, 7 Up and Snapple.
CADBURY CHOCOLATES
Dairy Milk
5 Star
Perk
Celebrations
Temptation
Eclairs
Gems
SWOT Analysis
Strengths:
Weaknesses:
A lot of work just to keep the company running in an orderly and organized
fashion
Opportunities:
Other companies such as Cadbury and Nestle who also strive for market
leadership.
Raw material
Sugar = 3,00,000
Cocoa Butter= 3,00,000
Cocoa Solids = 3,20,000
Peanuts = 2,00,000 5.16 23,20,000
Milk Solids = 2,00,000
Chocolate Coated Rasins= 4,00,000
Almonds= 3,00,000
Vanilin= 1,00,000
Honey= 50,000
Boston Baked Bean= 1,50,000
Direct Labour= 7,00,000 1.56 7,00,000
The chocolate will be launched just before Christmas and New Year so the
time is perfect to gain the market in max.
Since the company is earning some percentage of profit above the cost it
means increasing cost can be the favorable condition for the company.
The chocolate will be launched before Christmas and New Year with
attractive packing and with offers so the chocolate will capture the market
quickly.
It is also found from the survey that the most important aspect of the
consumers they keep in mind before purchasing chocolate is the Flavor,
Quality and Packing and the GOOBERS CHOCOLATE has priorised this
aspects the most to capture the market and compete with the chocolate of
same kind.
Conclusion
www.allchocolate.com
www.wikipedia.com
www.google.com
www.cadbury.com
www.nestle.in
www.reviewstream.com
www.mouthshut.com
"Hmmmmmmmm......
Getting hungry yet?
Make time for your
favorite chocolate
today!"
GOOBERS CHOCOLATE
MELTS IN YOUR MOUTH, NOT ON YOUR HANDS