Khroma

chocolates
Let the life be more sweet
 Introduction
• Khroma chocolates co. a division of PGH pvt limited.
• Company is Mumbai ‘s 6th largest chocolate manufacturing company
• We work with around 40 suppliers in Mumbai, and area around Mumbai.
• We employed near 115 employees.
• Around 2000 or more people enjoy our brands
 Objective
• Our company believes in making tasty chocolate,
since 1974 ,whether covertures, or bar chocolate,
is chocolate made under current good
manufacturing practices from properly grown and
harvested cacao beans plus a small list of
additional ingredients and without the use of
artificial substances to create a chocolate true to
its origins.
• Fine chocolates, whether bonbons, flavored bars,
or other artisan chocolate creations, are
attractively presented and skillfully crafted so the
flavor of the chocolate is complemented by natural
and fresh ingredients.
 Our management
• Khroma is  is managed by the Board of Directors which delegates
day-to-day management to the Chief Executive's Committee (CEC).
• The Board is responsible for the overall management and
performance of the company, and the approval of the long-term
objectives and commercial strategy. There are currently 9
members of the Board – two Executive Directors and seven Non-
Executive Directors in the Company
 Continue……..
• The Chief Executive’s Committee
reports to the Board and is accountable
for the day-to-day management of the
operations and the implementation of
strategy. The team is responsible to the
Board for driving high level performance
of the growth, efficiency and capability
programmer as well as for resource
allocation.
 Our Strategy
• Our plan for 2009 to 2011 , efforts of our teams and a number of priorities
which will make the most impact on our revenue and margin performance.
• In order to generate superior returns for our shareowners, we deliver six
financial targets. These are set out in our financial performance scorecard
below:
• Coco powder revenue growth of 4% - 6% every year
• Total confectionery share gain
• Strong dividend growth
• An efficient balance sheet Growth in Return on Invested Capital (ROIC)
• To achieve these financial goals, we have a growth and efficiency strategy
which aligns behind our focus on fewer, faster, bigger and better. This focus
is being applied to all aspects of our business
 Product range
1. we produce varieties of chocolates
and super brands chocolates….
• Candy
• Chocolates
• Confectionery products
• Coco powder
 Growth….
• Between 2005 and 2008, our growth
averaged 6% a year, a significant
increase on the previous four years,
• when confectionery growth averaged
less than 22, and
• candy by 21 2008
• chocolates by 23 and
• coco powder 11
• We have significantly accelerated our
growth since 2005 by unlocking the
potential by substantially increasing
2007
our investment in innovation, c oc o pow der
marketing and sales.
c hoc ols tes
c andy
c onfec tionery prod
2006

2005

0 5 10 15 20 25 30
 SWOT Analysis
• The size of the chocolate market in Mumbai is about 1.05 tones and is
valued at Rupees 10.2 million khroma chocolate has the biggest market
share at 58 per cent while other brands has captured 20%of market
• Confectionary Unit 2004-05
• Sugar Confectionary / candy (Volume) Tones .02
Sugar Confectionary / candy (Value) Rs lakh 12,412,25
Chocolates (Volume) Tones .58
• Chocolates (Value) Rs lakh 25,446,21
Chocolates is impulse category
The impulse category is finally driven by visibility and purchasing power
of consumers. Traditionally, this is how products are positioned within
the impulse category. In the past, chocolate companies used to consider
only the different brands in the chocolate market as their competitors.
 Strength
1. Strong demand for confectionery: the market has grown
consistently at around 5% every year for the last four years. So
it will bring bloom to the confectionery market.
2. Good brand position and quality which is consumer favorites.
3. strong partnerships with retailers.
4. Developing good skills, processes and ways of working.
Motivating our people and reward winning performance.
5. Price kept that it should be in the range of every one ‘s
purchase .
6. Stores are available in almost every market.
7. More emphasis on sales promotion
• As surprise gifts
• Scheme cards
 Weakness
• Lack of product mix or product basket as other
brands has .
• Lack of innovative and designer chocolates in the
festival season
• Still not a export quality.
• Packaging is not attractive.
• Followed single flavor.
• No varieties other than chocolate candy .like waffer ,
milk drinks has been introduced yet .
• Single manufacturing unit at one place and lack of
new technology to produce fine chocolates.
 Opportunities
1. Cover the areas near Mumbai where chocolates demanded
high as Goa.
2. As the harbor is near, can export the products by increasing
Quality and range to the small countries.
3. Increase personal relation in villages also.
4. Increase the product range as
• Jellies
• Toffees
• Bars
• Lollipops
• Gums
• Unsweetened baked chocolates for garnishing.
 Threats
• Many big players have major position in the market like Cadbury
nestle ,kit Kat ,lions.
• In peak time Public purchase generally branded chocolates and local
manufacturers are ignored.
• Highly qualified employees in big brands.
• Huge investments on advertisement by other brands.