Business Profile

Name: Chocolate Home

Business type: Category Killer, that import chocolates of different brands from
different countries and sell that chocolates in Dhaka city.
Corporate office:
Chocolate Home (Main outlet)
House # 34, Rode #32
Gulshan-2, Dhaka.
Outlets:

Bashundhara City
Panthapath, Dhaka

Polwel Carnation
Sector#8, Uttara, Dhaka.

Rifles Square
Dhanmondi, Dhaka

Imported from:
UK, USA, Saudi Arabia, Italy, Belgium, France are the main countries, from where
chocolates are import.

Situation Analysis
This part presents the following:
1. SWOT Analysis
2. Competition and Market Share Analysis

SWOT Analysis
SWOT analysis is a strategic planning method used to evaluate the Strengths, Weaknesses,
Opportunities, and Threats. It involves specifying the objective of our business and
identifying the internal and external factors that are favorable and unfavorable to achieve the
objectives.

Internal
Strengths

Weaknesses

Opportunities

Threats
External

Strengths:
Internal positive characteristics that give us advantages.
1.
2.
3.
4.
5.
6.
7.
8.
9.

Various types of chocolate.

Chocolates from world top & known brands.
Chocolate quality is highly good.
Competition level is low in Bangladesh.
Strong relationship with importers of our country.
Good Relation with manufacturers of chocolates of other countries.
Stores are in 4 major areas in Dhaka city.
Strong Management.
Provide home delivery service.

10. Own transport van to supply.

11. Information is available on our website.
12. Implementation control process is strongly manages.

Weaknesses:
Internal negative characteristics.
1. Some brands chocolate are high expensive.
2. Not available over the country except Dhaka city.

Opportunities:
External chances to improve our performance.
1. Cover the nearest districts of Dhaka where the demand is available as Narayangonj.
2. Import other brands chocolate which are not existing in our catalog.
3. Import and deliver chocolates which are ordered by consumer.

Threats:
External elements in the environment that could cause trouble for us.
1. Imports system of our country is not good.
2. Increasing of political problems in our country.
3. Have fewer threats from gift shops which are also sell some various types of
chocolate.
4. Others can easily enter into this business market.

Competition and Market Share Analysis

There have no direct competitors in Bangladesh. But there has some indirect competitors.
Such as:
1.
2.
3.
4.
5.
6.

Shopno
Agora
Mr. Baker
Coopers
Departmental stores &
Gift shops.

Analyzing
Factors

Chocolates
Home

Shopno

Mr. Baker

Coopers

Departme
ntal stores

Gift
shops

Chocolate
Business

Pure
chocolate
business

Side
Side
business business

Side
business

Side
business

Side
business

Side
business

Product
Types

67

20-25

20-25

15-20

15-20

8-10

10-15

Quality

Best

Medium

Medium

Medium

Medium

Low

Medium

Price

Competitively
High

Medium

Medium

High

High

Low

High

Market
Share

53%

8%

9%

10%

10%%

3%

7%

Agora

Objective
Corporate Objectives:
Mission:
To provide the finest and freshest best quality chocolates made premises at
each location.
To become a retail leader in chocolate market in Bangladesh.

Vision:
Cover most of the main cities of Bangladesh.

Market Objectives:

Within 2 years

Others
(56%)

Chocolate
Home
(44%)

Fig: Market share after two years

After two years we will be able to cover approximately 44% of the total market share by
providing our best quality chocolates with superior service.

After 5 years
Others
(29%)

Chocolate
Home
(71%)

Fig: Market share after five years

By the next three years our market share will become approximately 71% what is the biggest
part of total market share.

Financial Objectives:
Our financial objectives include the following:
1.
2.
3.
4.
5.

Increase marketing funding at least 15% over the next one year.
Increase marketing funding 30% over the next two years.
Increase marketing funding 55% over the next two years.
Increase marketing funding 100% over the next five years.
Increase capital funding by 10% in the next years budget and at least 10% every year.

Marketing Strategy
Segmentation:
Chocolates Home has segmented its target market using the combination of segmentation
variables.

Demographic:

Age: All age (mainly children & young generation)

Gender: Male, Female.
Family: any size
Nationality: Bangladeshi
Occupation: Any Profession

Psychographic Segmentation:
Social class: Elite, Wealthy, Affluent, And Upper Mid, Middle Class People.
Life Style: Achievers, Strivers

Geographical segmentation:
Density: Urban & Sub-Urban
City: Dhaka, capital city of Bangladesh.

Behavioral:
Benefits: Quality, Service, Speed.
Attitude towards service: Positive

Targeting:
Our target customer is mainly children and young people, male and female both from any
family size. Who are elite/ wealthy/ affluent/ upper mid or middle class people lives in Urban
& Sub-Urban area in city.

Positioning:
A network of Chocolates Home with talented people dedicated to exceeding the expectations
of our children and young peoples, by providing them world-class chocolates with best
service.
Position Strategy: Chocolates Home positions its services upon more for more
value proposition.

Differentiation:
Chocolates Home concentrates on uniquely achieving superior performance in an important
customer benefit area valued by the target market. Chocolates Home is seeking for quality
leadership. The unique and specialized features of Chocolates Home are its PODs
1.
2.
3.
4.

Customize look of the show rooms.

High quality and reputed brands chocolate.
Various kinds of chocolate with difference tests.
Available special chocolates for special occasions like Mothers day, Friendship
day, Valentines day, Eid, Puja
5. Exclusive packaging.
6. Own home delivery service on time.

Marketing Mix for Chocolates Home

It is an efficient combination of 7Ps - Product, Price, Place, Promotion, People, Process, and
Physical evidence.
The particular marketing tools under main 4Ps

Marketing Mix
s

Product
Product variety
Quality
Design
Features
Brand name

Place

Price

Promotion

List Price

Sales Promotion

Coverage

Discount

Advertising

Inventory

Credit terms

Sales force

Transport.

Channel

Packaging
Public Relations
Sizes
Direct marketing
Services

Extra 3ps__

People.
Process.
Physical evidence.

Product:
Product means the combination of Goods-and-services the company offers to the target
market. We serve our customer by being as a good servicer to the targeted market. The
different items of chocolate that we provide of different brands are
Ghirardelli, Thorntons, Guylian, Neuhaus, Richart, Nestle, Vosges. Hersheys, Godiva,
Cadbury, Moonstruck, Ferrero Rocher.

Branding:
Chocolates Home is a retail shop where we mainly import world top brands chocolates
and sell those chocolates. Our shop is like a home of different types of chocolates with
different test for that we select the name of our retail shop is Chocolates Home.

Slogan:
We promise our target customers to provide best quality chocolates with different
delighting test. For that our slogan is... Delight in every bite and we designed our logo
similarly with our store name like a home made by chocolate.

Logo:

10

 Packaging:

USP:
USP of our chocolates:

Best brands chocolate.

High quality chocolate.
Different test.
Different shape of chocolates for different occasion.

Loyalty program:
We follow frequency marketing program for customers better satisfaction. For
regular customers we provide a special card. The advantage of this card is when
customers show that they get up to 5% discount on different chocolates.

11

Price:
The price factors such as, list price, cash discounts, credit terms that we use are also
attractive.

Pricing objective:
Because of high quality products, we charge high price. So we follow Product-Quality
Leadership as pricing objective.

Pricing Method:
We follow cost plus pricing method. We added 20% profit on total cost on each products.

Pricing strategy:
Depend on cost.

Price list with products name:

Brands

Chocolate Types

Milk Chocolate

Products Name

BDT Price

Petits Dessert Les

Mousse Bar Chocolate Mousse &
Milk

490

Classic Recipe Milk

Chocolate Bar
Excellence 85% Cocoa
Bar
Dark Chocolate
Lindt

White Chocolate

Unique Blends

Swiss Dark Hazelnut

Bar
LINDOR Truffles
White Chocolate Box
120-Count
Amarena Cherry
Creme Bar
LINDOR Truffles
Ultimate 19 oz. Bag
LINDOR Truffles
Coffee 11.9 oz. Bag

380
380
380
3730
590
1770
1170

12

Box Collection

Boxed Chocolates

Ghirardelli

Intense Dark

Party Favors

Ferrero Rocher

Bars

Milk Chocolate with

Caramel On-The-Go
Bar Caddy

Box Collection

Rondnoir 4.2oz Pack

Rocher 6.6oz Pack

Hot Chocolate

Thorntons
Boxed Chocolate

Hersheys

Guylian

Classic Assorted
Chocolates Gift Box
Lindt of Switzerland
Dark Assortment 145g
San Francisco Skyline
SQUARES Chocolates
Gift Box
Dark Chocolate
Collection Gold Gift
Box
Intense Dark Cabernet
Matinee Bar
Dark Chocolate
Collection Gold Gift
Box
Organza Favor Box

Boxed Chocolate

Dark Hot Chocolate

Gift Collection
Continental Milk,
White and Dark
Collection (755g)
Classics Dark (630g)
Continental
Chocolatier's Tasting
Collection (520g)

980
1960
1960

1530
430
1570
560
1470
760
880
1180
1960
1280
1960

Hershey's Chocolate
Candy, Sugar Free 3.3 oz (93 g)

3040

Hershey's Nuggets,
Assortment, Party Bag
- 38.5 oz

880

Sea Shells, Finest

Belgian - 8.82 oz
Guylian Seashell
Chocolates Father's
Day Graduation Gift
Present Gift Box 17.6Ounces
Seashells Gift Box

690

1960

3530

13

Bars

Chocolate Bars

Godiva

Chocolate Truffles

Chocolate
Assortments

Neuhaus

Richart

Cadbury

Boxes

Boxes

Bars

Boxes
Boxes
Moonstruck
Bars

70 Percent Extra Dark

Chocolate Bar, 3
Ounce 12 per case.

3040

No Sugar Added Dark

Belgian Chocolate bar
3.53 oz

490

Large 31% Milk

Chocolate-Dipped
Strawberry Bar
Large White
Chocolate Vanilla
Bean Bar
Large 72% Dark
Chocolate Bar
Dark Chocolate
Truffles Gift Box (12
pc.)
6 pc. Ultimate Dessert
Truffles Gift Box
36 pc. Summer
Ballotin
Neuhaus Collection
Milk, Dark & White
20 pcs
Liqueur Chocolates 20
pcs
The Sommelier
Collection 16 pcs

490

490
490
2940
1470
4910
3240
3240
2940

Roasted Petits
Chocomac
Fruity Petits
Infuzzz

2450
2450
2450
2450

Dairy Milk Candy Bar

Cadbury
Twirl
Cadbury Dairy Milk
Chocos
Eclairs

100

Moonstruck Chocolate
Dark Chocolate
Truffle Collection 4 pc
Milk Chocolate Bar
Dark Chocolate
Espresso Bean

100
100
980
1070
420
420

14

Milk Chocolate Mayan

Bar
Dark Chocolate Chile
Variado
Dark Chocolate Bar

Bars

Vosges

Caramels

Toffee

Kit Kat
Nestle
Noir

Bars
Others
Boxes

Oaxaca Exotic
Chocolate Bar
Goji Exotic Chocolate
Bar
Spice and Salt Exotic
Caramel Collection, 4
pieces
Bapchi's Caramel
Toffee Heart
Bapchi's Caramel
Toffee 1/4lb.

420
420
420
760
760
930
1470
980

Dark - 70% Cocoa

Regular Bar
Mousse Delicate Filled
Dark Chocolate

130
80

Safari
Snickers
Mars
5 Star
Twix
Storck Toffiffe
Snickers

170
340
290
190
80
760
1070

420

Price Discounts Policies:

Big amount discount.
We offer 5% discount when the purchase over one thousand.
Occasional discount.
We offer up to 10% discount on special occasions.

Credit terms:
Cash.
Credit card.

15

Place(Distribution):
Channels, Coverage, Assortment, Location, Inventory, transport of place factor of marketing
mix of Chocolate Home are performed effectively. We set an effective network of
distribution channel throughout Dhaka city to make chocolates available.
We have four branches in four important place of Dhaka (Gulshan, Uttara, Dhanmondi &
Bashundhara city). We have efficient vehicles for distributing our chocolates like 10
covered(small)-vans, 2 covered pickup-vans. Our covered pickup-vans thats are fully airconditioned are user for delivering chocolates from airport to our storage house and
covered(small)-vans are used for delivering chocolates in our different retail store from store
house. We import our chocolates from different foreign countries sometimes directly from
the brands and sometimes from the wholesalers. Our supplier brands are Lindt, Ghirardelli,
Thorntons, Guylian, Neuhaus, Richart, Nestle, Vosges. Hersheys, Godiva, Cadbury,
Moonstruck, Ferrero Rocher these five brends are not our direct supplier brands. We import
of these brands chocolates from wholesalers. Our distribution channel is given bellow

Chocolate companies

Wholsalers

Chocolate Home

Customer

Goods supply flow

Retail Channel of Distribution Process

Promotion:
Media:
Newspapers, TV channels, magazines, radio
Sales promotion:
1. Special event pricing.
2. Price deal: A temporary reduction in the price.
3. Coupons: coupons have become a standard mechanism for sales promotions.
4. Loyal Reward Program: Consumers collect points, miles, or credits for purchases
and redeem them for rewards
5. Free gifts: We provide free gifts consumers to make a purchase by including a
bonus along with the product.

16

 Electronic Promotion:
Web: https://www.facebook.com/chocolate.home1
Buzz Marketing

People:
1. There are 5 employees at each store in which 3 are looking in sales and maintenance,
1 in packaging & last 1 is in cashier and store management.
2. Employees are working there in selected work dress: Jeans and own T-shirt provide
by our company.
3. Employees are qualified to do their job in there.
4. They are also well informed about every chocolate.
5. They are always net & clean.

Process:
Process is a method to provide the service to the customers. Our process is so easy to
maintain by our employees.

After importing chocolates we keep products on our storage.

Then we supply these to the outlets by our own van.
Outlet process is for service and supply the product to the customers.
The process are
When a customer chooses any chocolate on the outlets or by seeing our
catalog, our sale employees sent this to the packaging section.
Then they packet it by customer instruction and then again packet it by our
own shopping bag to easily carry the product.
After that it sent to the cashier of the store.
Then cashier receive the payment and give it to the customer.

17

Physical Evidence:
1.
2.
3.
4.

Outlets are in 1500 sq. ft.

Chocolates are categories by their types and brands.
Separate entry and exit point.
One corporate office and 4 outlets.
Corporate office and Main outlet: Gulshan 2, Dhaka.
Others:
Rifles Square, Dhanmondi, Dhaka.
Polwel Carnation, Uttara, Dhaka.
Boshundhara City, Panthapath, Dhaka.

Action Program
Product Lunching:
1.
2.
3.
4.
5.
6.
7.
8.

Buzz marketing.
Special supplement will be published by all popular news paper and TV channels.
Lunching ceremony will be held on 26 July 2012 at East West University.
In lunching ceremony, our Prime Minister will be invited as chief guest.
All the employees and general people will be invited in the lunching ceremony.
Inform about our corporate office and outlets management system.
Inform about the chocolates.
A small stall will be there to sell our products.

18

Financial Projection
In this projection there has
1.
2.
3.
4.

Sales Forecast
Expense Forecast
Break Even Analysis
Profit Loss Statement

Sales Forecast:
Produc
t
A1
A2
A3
A4
A5
A6
A7
A8
A9
A10
B1
B2
B3
B4
B5
B6
C1
C2
D1
D2
D3
D4
E1
E2
F1
F2
F3
F4

Quantity
(Approx.
)
300
250
280
250
150
300
190
200
150
190
200
200
300
180
330
200
250
230
320
150
200
180
150
210
260
200
100
150

Buy
Price/Unit

Total Buy
Amount

Profit/Unit

408.3333333
316.6666667
316.6666667
316.6666667
3108.333333
491.6666667
1475
975
816.6666667
1633.333333
1633.333333
1275
358.3333333
1308.333333
466.6666667
1225
633.3333333
733.3333333
983.3333333
1633.333333
1066.666667
1633.333333
2533.333333
733.3333333
575
1633.333333
2941.666667
2533.333333

122500
79166.66667
88666.66667
79166.66667
466250
147500
280250
195000
122500
310333.3333
326666.6667
255000
107500
235500
154000
245000
158333.3333
168666.6667
314666.6667
245000
213333.3333
294000
380000
154000
149500
326666.6667
294166.6667
380000

81.66666667
63.33333333
63.33333333
63.33333333
621.6666667
98.33333333
295
195
163.3333333
326.6666667
326.6666667
255
71.66666667
261.6666667
93.33333333
245
126.6666667
146.6666667
196.6666667
326.6666667
213.3333333
326.6666667
506.6666667
146.6666667
115
326.6666667
588.3333333
506.6666667

Sell
Price/Uni
t
490
380
380
380
3730
590
1770
1170
980
1960
1960
1530
430
1570
560
1470
760
880
1180
1960
1280
1960
3040
880
690
1960
3530
3040

Total
Sell
Amount
147000
95000
106400
95000
559500
177000
336300
234000
147000
372400
392000
306000
129000
282600
184800
294000
190000
202400
377600
294000
256000
352800
456000
184800
179400
392000
353000
456000

19

F5
G1
G2
G3
G4
G5
G6
H1
H2
H3
I1
I2
I3
I4
J1
J2
J3
J4
K1
K2
K3
K4
K5
K6
L1
L2
L3
L4
L5
M1
M2
M3
N1
N2
N3
N4
N5
N6
N7

500
550
500
560
180
200
150
150
150
150
150
200
150
180
700
760
900
250
200
300
360
380
320
400
200
300
360
150
170
600
700
400
350
300
350
400
540
150
200

Total

19580

408.3333333
408.3333333
408.3333333
408.3333333
2450
1225
4091.666667
2700
2700
2450
2041.666667
2041.666667
2041.666667
2041.666667
83.33333333
83.33333333
83.33333333
816.6666667
891.6666667
350
350
350
350
350
633.3333333
633.3333333
775
1225
816.6666667
108.3333333
66.66666667
350
141.6666667
283.3333333
241.6666667
158.3333333
66.66666667
633.3333333
891.6666667

204166.6667
224583.3333
204166.6667
228666.6667
441000
245000
613750
405000
405000
367500
306250
408333.3333
306250
367500
58333.33333
63333.33333
75000
204166.6667
178333.3333
105000
126000
133000
112000
140000
126666.6667
190000
279000
183750
138833.3333
65000
46666.66667
140000
49583.33333
85000
84583.33333
63333.33333
36000
95000
178333.3333

13977416.67

81.66666667
81.66666667
81.66666667
81.66666667
490
245
818.3333333
540
540
490
408.3333333
408.3333333
408.3333333
408.3333333
16.66666667
16.66666667
16.66666667
163.3333333
178.3333333
70
70
70
70
70
126.6666667
126.6666667
155
245
163.3333333
21.66666667
13.33333333
70
28.33333333
56.66666667
48.33333333
31.66666667
13.33333333
126.6666667
178.3333333

490
490
490
490
2940
1470
4910
3240
3240
2940
2450
2450
2450
2450
100
100
100
980
1070
420
420
420
420
420
760
760
930
1470
980
130
80
420
170
340
290
190
80
760
1070

245000
269500
245000
274400
529200
294000
736500
486000
486000
441000
367500
490000
367500
441000
70000
76000
90000
245000
214000
126000
151200
159600
134400
168000
152000
228000
334800
220500
166600
78000
56000
168000
59500
102000
101500
76000
43200
114000
214000
1677290
0

20

Total Sales = 1,67,72,900(Approx.)

Cost of goods sold = 1,39,77,416.67(Approx.)

Expense Forecast:
There has
1. Total Fixed Cost
2. Total Variable Cost
And, Total Expense/Cost = Total Fixed Cost + Total Variable Cost

Total Fixed Cost:

Costs Name

Total Amount/Year

Advertising and marketing

Bank charges
Insurance
Licences
Outlets repairs and maintenance
Packaging
Software licences or usage
Telephone
Transport and delivery
Vehicle repairs and maintenance
Salaries - permanent staff
Website hosting fees
Electricity

12000
18000
12000
6000
12000
12000
6000
24000
12000
12000
1800000
3600
180000

Total

2109600

So the Total Fixed Cost = 21,09,600 (approx.)

21

 Total Variable Cost:

Costs

Amount

Costs of goods sold

Discounts and Coupons
Gift cards
Credit card expense

13977416.67
12000
6000
1800

Total

13997217

So, Total Variable Cost = 1,39,97,217 (approx.)

So, Total Expense = 21,09,600 + 1,39,97,217 = 16106817 (approx.)

Break Even Analysis:

Break Even Point is where Total Revenue (Total Sales) = Total Fixed Cost + Total Variable
Cost
So, our Total Fixed Cost = 21,09,600 (approx.)
and, Total Variable Cost = 1,39,97,216 (approx.)
Total Fixed Cost + Total Variable Cost = Total Revenue
21,09,600
+ 1,39,97,217
= Total Revenue
1,61,06,817
= Total Revenue

Fig: Break Even Point

22

So, when Total Revenue will be 1,61,06,817 (approx.) our cost will be meet the profit at the
same point. This point will be our Break Even Point.

Profit Lost Statement:

Accounts

Amount

Total sales
Net sales
Less: Cost of goods sold
Gross profit

Amount

Amount

16772900
16772900
13977417
2795483.33

Expenses:
Advertising and marketing
Bank Charge
Insurance
Licenses
Outlets repairs and maintenance
Packaging
Telephone
Transport and delivery
Salaries - permanent staff
Website hosting fees
Electricity
Credit card expense
Gift cards
Less: Total expenses
Income from operations
Others expenses(non operating
expenses)
Discounts and Coupons
Vehicle repairs and
maintenance
Less: Other expenses

12000
18000
12000
6000
12000
12000
24000
12000
1800000
3600
18000
1800
6000
1937400
858083

12000
12000

Net Income

24000
834083

So, we have Net Income (Profit) = 834083 (approx.)

23

Implementation Control
We are systematically measuring how well we treat our customers, identifying the factors of
satisfaction and making changes in our service and marketing.

Ways of feed collection:

There are numerous ways in which we will gather customer feedback.

Event-Based Survey:
The Event-Based Survey facilitates the tracking of trends in satisfaction with current
services. There should be short (3-5 questions) and quick and easy to complete. This type
of survey is one of the most effective ways to keep a finger on the pulse of customer
perception from customer.

Mystery shoppers:
This method can be used for any type of purchase. There we act as a demo buyer of our
own products. There we can see how our products are being presented to the customers.
Thus we can find out the differences in customer interaction and determine whether the
customer will leave with a positive experience about our products and service. We always
want the customer to have as good an experience with our products & service as possible.

Our implementation control process:

Take Action

Explore

Measure
customer
experience

Communicate
and Plan

Uncover own
insights

24

Conclusion
Chocolate Home is the shop that already provides different types of chocolates and we hope
that in future we will add other many brands of chocolates which are not already exist and we
also expand our business in major of the cities of Bangladesh.

-Thank you-

25