Management Accounting

Project Work

“GOOBERS CHOCOLATE”
Melts in your mouth, not on your

Submitted to: Submitted by:

Dr. Ritesh Srivastava Amardeep Bardhan
Roll No: FT-RM (09)-20

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ACKNOWLEDGEMENT

The satisfaction and euphoria that accompany the successful completion of

any task would be incomplete without mentioning the name of the people
whose constant guidance and encouragement has crowned all our effort
with success.

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

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TABLE OF CONTENTS

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 Company Profile
The name of my company is Blumenthal Chocolate Company which
introduced GOOBERS in 1985 in India.

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.

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 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.

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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.

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 SWOT Analysis
Strengths:

Almost 80,000 employees are working for the company

The company is a respected employer that values its workforce.

It is cheap in comparison to other chocolates.

The company provides better quality of chocolate at competitive prices.

Weaknesses:

Transportation and its costs giant because of the company‟s size.

Production costs are high.

A lot of work just to keep the company running in an orderly and organized
fashion

Quality of new products is automatically expected to be very good

It causes health problems.

Opportunities:

Expansion into every country around the world.

Increase in control over their market segment.

Acquisition of more famous and well known brand names.

Expand product range in order to target multiple user groups.

Production of sugar-free chocolates.

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Threats:

Increased international taxes on goods, especially beverages and confectionary

goods.

Rise of transportation prices.

Other companies such as Cadbury and Nestle who also strive for market
leadership.

Change in laws that inhibit production or sales in any way.

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 COST SHEET
For the month of December

Total Output = 4,50,000 units

Particulars Cost Per Unit Total Cost

Raw material 5.16 23,20,000

Direct Labour= 7,00,000 7,00,000

1.56
Carriage on Material= 2,42,500 2,42,500
0.53
Prime Cost:- 32,62,500
7.25
Factory expenses:-
Fixed –
Depreciation on Plant and Machinery= 2,57,500
Rent= 1,50,000
Power and Consumable Stores= 1,50,000
Factory Insurance= 1,50,000
Supervisors Salary= 50,000 10,57,500

2.35
Variable –
Electricity Charges= 50,000

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Factory Cost:- 9.60 43,20,000
Office and Administration Expenses
Office staff salary= 10,00,000
Rent= 80,000
Computer= 1,20,000
Furniture= 3,00,000 4.40 19,80,000
Telephone= 10,000
Carriage outward= 20,000
Depreciation on furniture= 50,000
Salaries to administrative staff= 3,70,000
Rent, rates, and taxes= 30,000
Office and Administration Cost:- 14.00 63,00,000

Selling & Distribution Expenses

Advertisement (Print and by local T.V.
channels)= 4,00,000
Petrol= 1,00,000 2.00 9,00,000
Delivery vehicles= 2,50,200
Maintenance of delivery vehicles= 49,800
Packing rates= 50,000
Bad Debts written off= 1,00,000
Total cost 16.00 72,00,000

Net Profit (20% on selling price) 4.00 18,00,000

Sales 20.00 90,00,000

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Analysis

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Scope in Indian Market

This chocolate has a great scope in Indian Market as it is a different kind of

product amongst all other chocolates present under different brands.

GOOBERS CHOCOLATE is cheaper than Fruit n Nut, Crackle and

Temptation which is an added benefit to 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.

As according to some survey in India it is found that 90% of people

consume chocolates and 42% consumers are of age group 10-20 and 33%
consumers are of age group 21-30, thus this chocolate has a great scope
in India.

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.

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 Conclusion

As we compare my company product with some other company‟s product, the

chocolate may seem to be same as other chocolates existing in the market but it
has a distinct taste of its own and also the main difference is the marketing
strategy and the profit margin ensured. As we know if strong competitors are
already exist in the market, it gets really very tough to enter into the market.
Instead of all these if we give value for money product to the customers, we can
definitely compete with the competitor‟s and can draw the positive attitude of the
customer towards the product.

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 Biblography

www.allchocolate.com

www.wikipedia.com

www.google.com

www.cadbury.com

www.nestle.in

www.reviewstream.com

www.mouthshut.com

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