Business Environment

Analysis

Promotion Channels Analysis

Percentage of population using vs Promotion Channel
98
78
42.1
25.13
Television

Internet

Radio

Newspaper

Singapore in Figures- 2015 by Department of Statistics

Singapore (Site Link)

- Television continues to be
the main promotion channel
for the majority of the
population.
- Internet usage is also quite
high. With its high internet
penetration rate and high
mobile subscriptions, a
strong internet presence will
be useful

- Word of mouth remains the most effective

way to promote a product
- Need to cater to needs of the majority of the
consumers

Source: Nielsen

Competitors Analysis

- On an average, Schokolade has best performance in terms of Value sales.

- Schokolade, however, is seen to be lacking in the peak seasons where Rotterdam
dominates the market.

Brand Awareness
100
90
80
70
60
50
40
30
20
10
0

Percentage Increase in Brand Awareness

2013
2012
2011

16
14
12
10
8
6
4
2
0

- Schokolade has the highest brand awareness in the market.

- However, if we look closely, we notice that the increase in brand awareness is very low in
comparison to its competitors
- Need to work on advertising and PR

2012-2013
2011-2012

Unit Cost vs Brand (for different

types)

CONSUMER ANALYSIS
10,000.0
8,000.0
6,000.0
4,000.0
2,000.0
0.0

Gift
Moulded
Countline
Bite Size
Total Others

notice that sale of different type of chocolates is constant throughout the year, however, Gift category incr
re than double the value during peak seasons.
nsumers prefer Gift chocolates in Peak seasons

Consumer Profile
Gender
80%
60%
40%
20%
0%

Ethnicity

Male
Female

100%
80%
60%
40%
20%
0%

- Majority of the chocolate consumers are women

- Majority of the consumers in SG are of Chinese ethnicity

Chinese
Non-Chinese

Consumer Profile- Monthly Household Income

70%
60%
50%
40%
30%
20%
10%
0%

KOOL KICKS
(BUMO)
SCHOKOLADE
(BUMO)
ROTTERDAM
(BUMO)
KANDIE
(BUMO)
SCHNITZ
(BUMO)

- Low income groups consume most

from Kandie (mainly Countline)
- Middle income groups consume most
from Schnitz (mainly Countline)
- High income groups consume most
from Rotterdam (mainly Gift)

chokolade has a fair share of the countline market itself, but falls behind severely in the gift domain.
edian Resident Household Income is $8292 (Site Link)
eed to concentrate on Gift market.

- Mainly bite-size
- Quite elastic to price
change

Looking for more than a product

Trend is fueling demand
Lindt boosting production by 10%
Dernard is growing at 20%

- Premium chocolates at affordable

prices
- Willing to trade up in exchange for
better quality/experience
- Increasingly influential drivers of
market

Source: KPMG

Innovation
Seasonal Variations

Flavours of the Moment

E-Commerce

Source:

DISTRIBUTION CHANNELS ANALYSIS