TVC 1

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SEGMENTATION
Geographic : Urban Areas, Metropolitan Cities (Only Mumbai
initially)
Demographic :
1) Age : 25-40
2) SEC : A+
3) Psychographic : Those who like to indulge in luxury and lifestyle
products
TARGET
 The young entrepreneurs between 25- 40 years of age ,
who have the maximum disposable income and are
willing to indulge in luxurious experiences (niche
market) .
POSITIONING
 Positioning by Quality : Premium Quality
Chocolate Makers , First brand of Indian origin to
enter the premium chocolate industry .
DIFFERENTIATION
 Offering the customer the option of customizing
their base chocolate , fillings and toppings
 Building a luxury experience for them , while
serving them .
SWOT - STRENGTH
High quality product
Employee Devotion
Less competition
Customer loyalty
More emphasis on Styling and Packaging
SWOT - WEAKNESS
Expensive product
New company
High capital requirement

SWOT – OPPORTUNITIES &
THREATS
Opportunities
 Different product in the market
 Growth opportunities
Threats
 Easy entry of new comers
 Health consciousness
 Competition with Godiva, Lindt and other brands.
INTERNAL ENVIRONMENT
Research and development
Ability and effectiveness of employees
Adequate supply of raw materials
Proper storage facility


EXTERNAL ENVIRONMENT
 License
 Change in Government rules and regulation
 Economical factors
 Social factors
 Technological factors
PORTER’ S 5 FORCE
Intensity
of
industrial
rivalry
Bargaining
power of
supplier
Threat of
new
entrance
Threat of
substitutes
Bargaining
power of
customers
4 P’ S – PRICE OF CUSTOMIZED
6
12
24
800
1400
2500
1200
2000
3500
1800
3000
5200
4 P’ S – PRI CE OF READY COLLECTI ON
6
12
24
500
900
1200
4 P’ S – PRICE OF COMPETITOR
6
12
24
1350
2500
4300
500
900
1200
4 P’ S – PLACE
Available at premium Malls (Palladium, Mumbai)
International Airport
5 Star’s Premises – The TAJ Mahal Palace, Colaba, Mumbai.
Online website (All over Mumbai)
4 P’ S PROMOTION
Tying up with Infrastructure companies and car dealers
Corporate Gifting
Catalogue distribution
Social Media Application – Facebook App
Flavor of the week for Apple product users (customers).
TVC 2
 PLAY TVC 2.avi
STRATEGY – PRE LAUNCH
Pre-launch website (SEO, SEM, SMM)
Radio Jingle
Sampling the product
1
st
Print Ad Magazine – ATELIER Magazine (Coming soon)
Jaguar Limited Edition Launch
STRATEGY - LAUNCH
Have a celebrity launch the outlet – with Media presence
Contest for Christmas announced – iPad contest.
2
nd
Print Ad
TVC (On screens in premises)
STRATEGY - POST
Facebook App – Gift your friend’s a customized chocolate (virtual)
2
nd
TVC and 3
rd
Print Ad
Catalogues on special occasions – Valentines Day, Mother’s day etc.
Social Media Presence
Free Chocolate Making Workshop on Christmas.
Tie up with matrimonial and wedding planners

PUBLIC RELATION
Tie-up with magazine ( ATELIER
Magazine )
Press releases
Celebrity relation



BRANDING
Brand Vision:
To give a luxurious experience.
Brand Mission:
To be a Premium Quality Product.



STRATEGY -BRANDING
Product – Line Branding Strategy
 Same brand name – Ambrosia
 Same brand identity – Quality Positioning.
Line/Range (Varied by Flavors, Fillings & Prices) –
Classic, Deluxe, Premium packs.



STRATEGY -BRANDING
…Why Product-Line Branding Strategy?
Variations >> Categories
Variations >> Fascination to try more
Hence, intensified branding.
SALES PROMOTION
Catalogs – 6 times a year – Valentine's Day, Easter, Mother’s
Day Summer, Diwali and Christmas.
E-Commerce – Order online – www.ambrosiaindia.co.cc
Social Media Marketing – Facebook & Twitter
5 Star Café’s and Lounge
DISTRIBUTION CHANNEL
FINANCE
Total Marketing Budget – Rs 12.5 lac.
Rs 5,00,000 to call celebrity for the launch with media
Rs 50,000 on the website
Rs 75,000 on the Facebook Application
Rs 1,40,000 on iPhone Application
Rs 40,000 for Jaguar launch (free samples)


FINANCE
Playing TVC in Palladium and TAJ Premises – Rs 1,00,000
Printing Catalog 6 times a year – 6,000 prints*Rs 40 – Rs
2,40,000
Social Media Marketing – Rs 25,000
Print Ad in Magazine – Rs 80,000

TVC 2
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THANK YOU
 Aastha – 86
 Ankit – 94
 Kulsum - 72
 Lukmaan – 119
 Mohnish - 113
 Niraj - 105
 Rebanta - 82
 Ruchita - 61