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 Stars 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
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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 friends a customized chocolate (virtual)
2
nd
TVC and 3
rd
Print Ad
Catalogues on special occasions Valentines Day, Mothers 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, Mothers
Day Summer, Diwali and Christmas.
E-Commerce Order online www.ambrosiaindia.co.cc
Social Media Marketing Facebook & Twitter
5 Star Cafs 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