Retail Project

Prabal Garg
Ayush Manchanda

Segment / Product
Category
Product Category
Fine/Premium/ Artisan
Chocolate (made in
house) ( made by Indian
produced cocoa beans)
with Live Bakery
Market Segment
Middle/Upper Middle class

Why ?

Has potential to be a sales, profit and footfall driver

Missed opportunity

Complexities of food safety regulations is keeping big players

away

Customers not getting the variety they need to explore

Imported chocolate gets impacted by the

transportation(refrigeration) cost of clearance (high and complex
import duties included) anddistribution/retail margins, seldom
justifying the price.

Lack of knowledge of the indian customer

Brands like Schmitten, Hoppits and LuvIt have already responded

to foreign brands competition

On the high end side of retail brands like Chakriti and Bean
therapy.

Why ?
The chocolate industry in India,valued at Rs58billion(USD 966 million)
in FY 2014, has been growing at a CAGR of 15per centover the last
three years.
Theindustry will be worth nearly Rs122billion(USD 2,033 million) by FY
2019, growing at a CAGR of 16 per cent.
The per capita consumption of chocolates almost trebled from 2005 to
2012. In fact, chocolate sales in the country crossed Rs 10,000 crore in
2014, up 24 per cent from 2013.
There has been continuous pressure on the supply side and as the
demand is going up, it has resulted in higher prices.
Organizations like Cocoashala is aiming to teach both skilled staff and
consumers about chocolates

Retail Format
Retail Format Traditional
- Need to maintain high involvement with consumer
during sale
- High and equal visibility of each merchandise can
be achieved
- Relationships need to be made and an experience
needs to be created so as to make customers
come back again.

Store Location
Upcoming / Existing Premium Malls
In these places a large number of
people come to learn or see something
new.
Experience stores in India currently are
best suited for Malls.

Freeform

Store Layout

Retail Price

Plain Dark/White/Milk Chocolate Slab 500g 400/Plain Dark/White/Milk Chocolate Slab 250g 250/-

Flavor/filling Dark/White/Milk Chocolate Slab 500g 475/Flavor/filling Dark/White/Milk Chocolate Slab 250g 300/-

Petit Fois (Bite sized chocolates) 50 to 80/-

Cut Fruit/marshmallow dipped in chocolate ( Platter 6 sticks) 500/-

Candy Toffees Pouch ( Mix and Match ) Small 250g - 150/Candy Toffees Pouch ( Mix and Match ) Medium 500g - 350/Candy Toffees Pouch ( Mix and Match ) Large 750g - 500/-

Bite Sized Liquor Chocolates Baileys/Jack Daniels/Old Monk 80/Liquor Chocolate Bar - Baileys/Jack Daniels/Old Monk 400g 425/-

Assorted Pralines/Truffles 440g 550/Assorted Pralines/Truffles 880g 950/-

Gift box Customizable

Retail Communication
Strategy
Name Choco Loco (Loco is crazy in Spanish)
Tag Line Wanna Indulge ?
USP Indian origin cocoa beans processed in
house.
Specialty/Highlight Live Bakery View and
Artisan experience for kids (Charge able)
CSR Imparting skill to unemployed of cocoa
cultivation. Distributing remains of chocolate
left over during carving to NGO, orphanage
(same day)

Advertisement

NOW OPEN
AT SELECT
CITY WALK

Wan
na
Indul
ge ?

CHOCO LOCO

THE CHOCOLATE EXPERIENCE

STORE

Merchandise
Management
Outlet divided into two Chocolates and Candy
Walls Raw Cocoa / Cocoa beans (different type and
sizes) packed under private label for sale
Main Products on central wall behind counter.
Chocolate Samples to taste on counter and Products
that require refrigeration
Small Candies and Lollipops for Impulse sale at Check
out Counter

Thank You