COMPANY NAME: CANDIAN BITES

*MARKETING MANAGEMENT
Planning, organising, controlling and implementing of marketing programmes, policies, strategies
and tactics designed to create and satisfy the demand for goods and services as a means of
generating an acceptable profit. It deals with creating and regulating the demand and providing
goods to customers for which they are willing to pay a price worth their value.

Marketing management is not only concerned with creating demand but with managing the demand
effectively as per the prevailing situation in the market.

*PHILIP KOTLER
Philip Kotler is widely regarded as one of the most eminent figures in the field of marketing. He is
known as the father of marketing. Philip Kotler (born May 27, 1931) is an
American marketing author, consultant, and professor emeritus; the S. C. Johnson & Son
Distinguished Professor of International Marketing at the Kellogg School of Management at
Northwestern University. He is known for popularizing the definition of marketing mix.

Philip Kotler defines marketing management as "the art and science of choosing target markets and
building profitable relationship with them. It is a process involving analysis, planning, implementing
and control and it covers goods and services ideas and the goal is to produce satisfaction to the
parties involved”.

*FRUIT CANDY
Fruit candy is a type of confectionery that mimics the taste and sometimes the texture of fruit. It
typically includes flavorings, sugars, and other ingredients to create a sweet and often tangy treat.
The history of fruit candy dates back centuries. Ancient civilizations, such as the Egyptians, made
confectioneries from honey and fruits. Over time, with the advent of sugar refinement and advances
in food technology, fruit candies evolved into the diverse array we see today. Candy making has
developed rapidly in the last hundred years.

Key Features of Fruit Candy

1. Flavor:

- Generally fruity, available in both natural and artificial flavors like strawberry, orange, lemon,
cherry, apple, and exotic fruits like mango and passion fruit.

2. Texture:

- Wide-ranging, from chewy (gummies and fruit chews), soft (marshmallows), to hard (fruit drops
and lollipops).

3. Color:

- Bright and often vivid, thanks to both natural and synthetic colorings. Some fruit candies are
multicolored, adding to their visual appeal.

4. Packaging:

- Comes in various forms: individually wrapped pieces, fun-size packs, jars, or bulk packages.
Packaging often features bright, attractive designs.

5. Form and Shape:

- Varied, including shapes mimicking fruits, animals, everyday objects, and creative abstract forms.

6. Taste Profile:

- Typically sweet with hints of tartness, depending on the fruit flavor. Some may have a sugary
coating, sour powder, or a hard exterior with a soft or liquid center.

7. Ingredients:

- Common constituents include sugar, corn syrup, natural and artificial flavors, gelling agents (e.g.,
gelatin or pectin), and sometimes real fruit juice.

Varieties of Fruit Candy

1. Gummies

- Description: Chewy candies made from gelatin or pectin, available in shapes such as bears,
worms, and rings.

- Popular Brands:Haribo (Gummy Bears), Trolli (Sour Brite Crawlers).

2. Jelly Beans

- Description: Small, bean-shaped candies with a firm outer shell and flavored soft inside.

- Popular Brands: Jelly Belly, Jelly Beans by The Jelly Bean Factory.

3. Hard Candies

- Description: Long-lasting, hard-sugar confections that come in various fruity flavors.

- Examples: Fruit drops, lollipops, Jolly Ranchers.

- Popular Brands: Jolly Rancher, Life Savers, Chupa Chups.

4. Fruit Chews

- Description: Soft, pliable candies that offer a burst of fruit flavor and are easy to chew.

- Popular Brands: Starburst, Hi-Chew.

5. Candied Fruit

- Description: Whole fruits or fruit pieces preserved through dry-sugar processes or sugar syrups.

- Examples: Candied citrus peel, glacé cherries.

6. Fruit Slices or Jellies

- Description: Firm, jelly-like candies often dusted with sugar and shaped like slices of fruit.

- Popular Brands: Sunkist Fruit Gems, Sweet’s Fruit Slices.

7. Gummies with Liquid Fillings

- Description: Gummies filled with fruit-flavored liquids, offering a dual texture experience.

- Popular Brands: Gushers, Bonkers.

8. Lollipops and Suckers

- Description: Hard candy mounted on a stick, often with fruity flavors and sometimes with fillings.

- Popular Brands: Dum Dums, Tootsie Pops, Ring Pop.

9. Fruit Marshmallows
 - Description: Fluffy, soft candies available in fruit flavors.

- Popular Brands: Campfire Marshmallows, Jet-Puffed Funmallows.

10. Sour Fruit Candies

- Description: Candies that deliver an initial tart or sour burst followed by sweet fruit flavors.

- Popular Brands: Sour Patch Kids, Warheads.

*Why did I choose fruit candy?

Selecting fruit candy as the product can be a strategic and fascinating choice. Due to these reasons
fruit candy makes an excellent product selection for such a project:

1. Wide Consumer Appeal

- All Ages: Fruit candies attract consumers across different age groups, from children who enjoy the
sweet and colorful treats to adults who might enjoy them for nostalgic reasons or as a simple snack.

- Global Popularity: These candies are enjoyed worldwide, which offers a broad market for
exploration and analysis.

2. Variety and Innovation

- Diverse Types: The wide range of forms, flavors, and textures (e.g., gummies, hard candies, fruit
chews, jelly beans) provides an extensive field to study different market segments and preferences.

- Constant Innovation: The market sees frequent new product developments, flavor introductions,
and packaging innovations, which keeps the sector dynamic and interesting.

3. Marketing Strategies

- Branding: Fruit candies often have strong brand identities and mascots (e.g., Haribo’s Golden Bear,
Starburst’s vibrant packaging), providing rich material for studying branding strategies.

-Promotion: The sector employs a variety of promotional strategies, including traditional

advertising, digital marketing, and in-store promotions, making it a fertile ground for analysis.

- Seasonal Marketing: Fruit candies are often marketed around holidays (e.g., Halloween, Easter),
which offers insights into seasonal marketing strategies.

4 Nutritional and Health Considerations

 - Health Trends: With increasing health consciousness, studying how brands adapt (e.g.,
introducing organic or low-sugar versions, using natural flavors and colors) can provide a perspective
on how the product evolves with consumer trends.

- Regulations: The candy industry often faces scrutiny over nutritional content, offering a chance to
explore how companies navigate regulatory environments.

5. Economic Factors

- Cost Management: The relatively low cost of production and high volume sales provide examples
of efficient supply chain management and economies of scale.

- Price Points and Packaging: Examining different price points and packaging sizes (e.g., fun-size,
family packs) can yield insights into pricing strategies and value perception.

6. Competitive Landscape

- Key Players: The market is populated by both global giants (e.g., Mars, Nestlé) and numerous
regional players, providing a comprehensive look at competitive strategies.

- Market Share: Analyzing how different companies capture market share through innovation,
marketing, and distribution can provide a complete picture of the competitive dynamics.

Conclusion

Choosing fruit candy as the product for a marketing management project provides a
multidimensional learning opportunity. It covers a range of essential marketing concepts, offers real-
world practical insights, and is engaging due to the product's widespread appeal and dynamic market
conditions.

*What permission and licenses would be required to make the

product?

Obtain Licenses required to start Candy Business in India

Candy Business is a food-based business model. So, before starting a candy business in India, a
person must take the necessary Licenses. list of Licenses required to start a candy business in India
are:

Business Entity Registration

The first step before starting a business is registering it as a business entity. It could be as a-

 A Sole proprietorship or

 A Partnership or

 A Limited liability partnership or

 A Company.

Business entity registration helps in availing a few perks to the Business and must be selected
carefully before registering the Business at the Registrar’s office.

FSSAI registration

As the Candy Business is a food-based Business Model, it is required to have an FSSAI registration.
FSSAI Registration is meant to protect public health by regulating and supervising food safety.
Therefore, FSSAI registration is mandatory for the food business. The process for FSSAI Registration is
entirely online and relatively easy to get once the documents are ready.

Trade License

Before starting a Candy Business in India, it is required to apply for a trade license from the local
municipal authority to run the Business.

MSME Registration

Most Candy Business is categorized as a small business. Hence, it is advisable to register under Udyog
Aadhaar, registration and recognition for [Link] helps in availing the benefits given to MSMEs by
the government.

GST Registration

Every Business, including Candy business, is associated with taxes at someday, and to keep track, the
Business should get a common GST number which stands for Goods and Service Tax.

Intellectual Property Rights

 Trademark Registration: Register the brand name "Marty Martin" and logo with the
Controller General of Patents, Designs & Trademarks.

 Patent Registration: If there are any unique technologies or designs, obtain patent
protection.

Labor and Employment Laws

 ESI Registration: Register with the Employees' State Insurance Corporation (ESIC) for
employee health insurance.
  EPF Registration: Register with the Employees Provident Fund Organization (EPFO) for
employee provident fund.

*BRAND NAME

CANDIAN BITES

*LOGO
*TAG LINE

“unwrap sweetness in your life”

*Brand Ambassador
Anjali Sinha

Anjali Sinha is a YouTuber known for her engaging and relatable content. She manages a YouTube
channel where she creates a variety of videos, including comedy sketches, lifestyle vlogs, and
educational content. Her videos often focus on everyday scenarios and aim to entertain and inform
her audience.

This is a perfect personality which can help to promote my product.

Reasons for choosing her:

Affordability: Compared to top-tier Bollywood celebrities, she is a more budget-friendly option while
still having a significant fan base and presence.

Fan base: Anjali Sinha's fanbase aligns well with my target market, collaborating with her or
leveraging her content style to engage with my audience.
Reach: she has a substantial following across social media platforms, ensuring good visibility and
engagement.

*COMPETITORS

New Tree Candy

New Tree Candy

Founded by Savinay Jain, New Tree is a one-stop solution for healthy and guilt-
free snacking. It offers scrumptious candies, that are perfect to enjoy anytime,
anywhere. Available in a range of flavours.
Popular Candies:
 Orange Candy
 Lemon Candy
 Chatpata Masala Candy
 Rose Peppermint Candy
  Paan Candy

Wrigley Company

Wm. Wrigley Jr. Company, commonly known as Wrigley, is one of the leading
manufacturers of chewing gum and candy in the world. Established in 1891 by
William Wrigley Jr., the company has a long-standing reputation for innovation
and quality in the confectionery industry. In 2008, Wrigley became a subsidiary
of Mars, Incorporated, further expanding its reach and resources. Wrigley is
best known for its wide range of chewing gum brands, but it also has a
significant presence in the candy market. Wrigley's strong brand portfolio,
global reach, and continuous innovation make it a formidable competitor in the
candy industry. It maintains a significant market share through its well-loved
products and strategic positioning within Mars, Inc.'s broader confectionery
business.

Popular Candies:
 Skittles
 Starburst
 Life Savers

Pass Pass Pulse

Pass Pass is a popular confectionery brand in India known for its range of
mouth fresheners and candies. It is a part of DS Group (Dharampal Satyapal
Group), a diversified conglomerate with a presence in various sectors, including
food and beverages, hospitality, packaging, and more. Established in 1929, the
DS Group has a rich history of producing quality products, and Pass Pass is one
of its flagship brands in the confectionery segment. It conceptualised Pulse
candies in 2013 and since then, it has become a new craze amongst kids and
youngsters.
Popular Candies:
 Pulse Kachcha Aam Candy
 Pulse Orange Candy
 Pulse Triple Twist Candy
 Pulse Guava Candy
 Pulse Litchi Candy

Organic Purify
As the name suggests, Organic Purify is a popular candies brand in India that is
loved for quality, natural, and safe-to-use products. It offers highly nutritious
food items, including candies, that possess beneficial qualities to keep you
healthy and safe. Purity Candy continues to use the same recipes and
techniques from its inception, focusing on natural ingredients and small-batch
production.
Popular Candies:
 Colourful Mix Fruit Candy
 Khatti Methi Imli Candy
 White Mint Candy
 Pineapple Candy
 Gin Ginger Candy
Prominent Features of the Organic Purify Mix Fruit Candy:
 Made with 100% natural fruit juice and sorbitol, a sugar alcohol
 These candies are gluten-free and contain zero net carbs
 Includes orange, pan, litchi, mint, pineapple, and black pepper flavour
candies
 They are an instant source of energy and help boost the mood
PARLE

Parle Products is a major Indian food company known for its wide range
of biscuits, snacks, and confectioneries. The company is renowned for its
flagship product, Parle-G biscuits, which are a household name in India.
Parle Products has multiple manufacturing facilities across India,
ensuring consistent supply and quality of their products. Parle Products
has a robust market presence not only in India but also in various
international markets. The company's extensive distribution network
ensures that products like Mazelo are easily accessible to consumers.

Product Range: Besides Mazelo candies, Parle Products offers a diverse range
of products, including:

 Biscuits (Parle-G, Monaco, KrackJack)

 Chocolates (Melody, Kismi)
 Snacks (FullToss, Namkeen)
 Other Confectioneries (Mango Bite, Poppins)

*U.S.P. OF COMPETITORS

PARLE
The company's unique selling proposition (USP) lies in its commitment to
quality and affordability, ensuring that its products are accessible to a wide
demographic, including rural and urban populations. Parle's extensive
distribution network ensures its presence in even the most remote areas,
reinforcing brand loyalty and trust. Additionally, Parle has maintained a legacy
of offering nostalgic, value-for-money snacks, combining traditional flavors with
modern tastes, which has helped it sustain a competitive edge in the market.

NEW TREE COMPANY

Its unique selling proposition (USP) centers on integrating sustainability into

every aspect of its business, from sourcing organic ingredients to using
biodegradable packaging. NewTree emphasizes creating products that promote
a healthy lifestyle while minimizing environmental impact. The company's
innovative approach to blending wellness with environmental responsibility
resonates with eco-conscious consumers, setting it apart in a crowded market.
By prioritizing both the planet and its customers' health, NewTree effectively
appeals to a growing demographic that values sustainable and ethical
consumption.

PASS PASS

Pass Pass offers a unique combination of refreshing taste and convenience,

making it a popular choice among consumers looking for a quick and effective
way to freshen their breath. Additionally, Pass Pass has established a strong
brand identity through memorable advertising campaigns, reinforcing its
position as a leading mouth freshener in the market. This blend of tradition,
innovation, and effective marketing makes Pass Pass a distinctive and trusted
brand.
ORGANIC PURIFY

Organic Purify's unique selling proposition lies in its dedication to providing

high-quality, 100% organic and natural personal care products. The company
emphasizes the use of pure, chemical-free ingredients sourced sustainably
from nature, catering to health-conscious consumers who prioritize eco-
friendly and toxin-free options. Organic Purify sets itself apart by ensuring
transparency in its ingredient sourcing and production processes, fostering
trust and loyalty among its customers. Its products are designed to be gentle
yet effective, appealing to those seeking holistic and environmentally
responsible alternatives to conventional personal care items. This commitment
to purity, sustainability, and consumer well-being defines Organic Purify's
distinct market position.

WRINGLEY COMPANY

its unique selling proposition (USP) centered on its strong brand heritage and
global market leadership. The company's dedication to product innovation,
ranging from flavors to packaging, has consistently set it apart in the
competitive confectionery market. Wrigley's brands, such as Doublemint, Juicy
Fruit, and Orbit, are synonymous with freshness and quality, appealing to a
broad consumer base. The company's commitment to research and
development ensures a continuous stream of new, appealing products, while
its extensive distribution network ensures widespread availability. This blend of
tradition, innovation, and quality makes Wrigley a trusted company.

*PRODUCT RANGE

1. Classic Fruit Candy Range

 Characteristics: Traditional and widely loved fruit flavors.
 Target Market: General consumers looking for familiar, affordable candy
options.
  Example Products: Hard candies, chewy candies, gummies in flavors like
apple, orange, strawberry, lemon, and cherry.
 Packaging: Simple, cost-effective packaging such as individual wraps,
small bags, and bulk options.
2. Organic and Natural Range
 Characteristics: Made with organic ingredients, free from artificial colors
and flavors.
 Target Market: Health-conscious consumers and those looking for
environmentally friendly options.
 Example Products: Organic apple, organic blueberry, organic raspberry
candies.
 Packaging: Eco-friendly materials, biodegradable wrappers, and
recyclable bags.
3. Sugar-Free Range
 Characteristics: Sugar-free, low-calorie options, and candies with added
vitamins or health benefits.
 Target Market: Diabetics, dieters, and health-conscious consumers.
 Example Products: Sugar-free candies, Vitamin C enriched lemon drops.
 Packaging: Clearly labeled health benefits, resealable pouches, and
single-serve packs.
4. Limited Edition Range
 Characteristics: Specially themed for holidays and seasons.
 Target Market: Consumers looking for festive or seasonal treats.
 Example Products: Christmas peppermint, Halloween pumpkin spice,
Easter egg-shaped candies.
 Packaging: Themed packaging for each season or holiday, collectible
designs.
5. Chocolate-Covered Fruit Range
 Characteristics: High-quality chocolate paired with fruit candies.
  Target Market: Consumers looking for a gourmet or indulgent treat.
 Example Products: Dark chocolate raspberry, milk chocolate orange
candies.
 Packaging: Premium boxes, gift sets, elegant pouches.
6. Customized and Personalized Range
 Characteristics: Tailored flavors, shapes, and packaging for events and
corporate gifts.
 Target Market: Businesses and individuals looking for customized candy
gifts.
 Example Products: Custom mixed flavors, personalized messages.
 Packaging: Personalized logos, custom-designed boxes.
Each range allows the business to appeal to different customer preferences and
needs, helping to maximize market reach and customer satisfaction. By
diversifying product ranges, a fruit candy business can create a more robust
product portfolio that caters to a wider audience.

Pulse
Jar 175 candies
Selling price to wholesaler Rs. 127.5
Selling price to retailer Rs. 135
Selling price to consumer Rs. 175

Parle
Kacha aam 300 pcs
Jar
Selling price to wholesaler Rs. 125
Selling price to retailer Rs. 130
Selling price to consumer Rs. 150

*PROFIT MARGINS of competitors

Pulse
Manufacturer
 Cost to Manufacture: INR 77
 Selling Price to Wholesaler: INR 127
 Profit per Unit: INR 127 - INR 77= INR 50
 Profit Margin: (Profit per Unit / Cost to Manufacture) * 100
 Profit Margin Percentage: (50/ 77) * 100 = 64.93%

Wholesaler
 Cost Price from Manufacturer: INR 127
 Selling Price to Retailer: INR 135
 Profit per Unit: INR 135 - INR 127 = INR 8
 Profit Margin: (Profit per Unit / Cost Price) * 100
 Profit Margin Percentage: (8 / 127) * 100 = 6.22%
Retailer
 Cost Price from Wholesaler: INR 135
 Selling Price to Consumer: INR 175
 Profit per Unit: INR 175 - INR 135 = INR 40
 Profit Margin: (Profit per Unit / Cost Price) * 100
 Profit Margin Percentage: (40/ 135) * 100 = 29.6%

Summary of Profit Margins

  Manufacturer: 64.93%
 Wholesaler: 6.22%
 Retailer: 29.6%

PARLE
Manufacturer
 Cost to Manufacture: INR 75
 Selling Price to Wholesaler: INR 125
 Profit per Unit: INR 125- INR 75= INR 50
 Profit Margin: (Profit per Unit / Cost to Manufacture) * 100
 Profit Margin Percentage: (50/ 75) * 100 = 66.6%

Wholesaler
 Cost Price from Manufacturer: INR 125
 Selling Price to Retailer: INR 130
 Profit per Unit: INR 130 - INR 125 = INR 5
 Profit Margin: (Profit per Unit / Cost Price) * 100
 Profit Margin Percentage: (5 / 125) * 100 = 4%
Retailer
 Cost Price from Wholesaler: INR 130
 Selling Price to Consumer: INR 150
 Profit per Unit: INR 150 - INR 130 = INR 20
 Profit Margin: (Profit per Unit / Cost Price) * 100
 Profit Margin Percentage: (20/ 130) * 100 = 15.38%

Summary of Profit Margins

 Manufacturer: 66.6%
 Wholesaler: 4%
  Retailer: 15.38%

* Packaging of Fruit Candies: Step-by-Step Guide

1. Preparation
 Sanitization:
o Clean your hands, kitchen surfaces, and utensils thoroughly.
o Use food-safe sanitizing solutions to ensure all equipment is clean
and free of contaminants.
 Quality Check:
o Inspect the fruit candies for any defects, ensuring they are of
consistent quality.
o Check for any signs of spoilage or inconsistency in flavor.
2. Primary Packaging
 Individual Wrapping:
o Materials Needed:
 Obtain suitable wrapping materials such as wax paper,
plastic wrap, or aluminum foil.
o Manual Wrapping:
 Cut the wrapping materials into small squares.
 Place each candy in the center of a square and wrap it
securely, twisting the ends to seal.
 Bagging:
o Materials Needed:
 Small resealable plastic bags or paper bags.
o Manual Bagging:
 Place a desired number of individually wrapped candies into
each bag.
  Seal the bags tightly to prevent air from entering.
3. Sealing
 use a heat sealer to ensure an airtight seal.

4. Secondary Packaging
 Boxing:
o Materials Needed:
 Small cardboard boxes or sturdy containers.
o Manual Boxing:
 Place the sealed bags of candy into the boxes.
 Use tissue paper or bubble wrap to fill any gaps and prevent
the candies from moving around.
 Labeling:
 Label each box with the candy name, date of packaging, and
any other relevant information such as ingredients or a
personal message.
5. Quality Control
o Double-check that all candies are securely wrapped and that bags
and boxes are properly sealed.
o Ensure labels are accurate and legible.
6. Storage and Distribution
 Storage:
o Climate Control:
 Store the boxes in a cool, dry place to maintain the candies'
freshness.
 Avoid areas with direct sunlight or high humidity.
 Distribution:
o Handling:
  Handle the boxes with care to prevent crushing or damage
to the candies.
o Transport:
 If gifting or transporting, ensure the boxes are kept stable
and avoid exposure to extreme temperatures.

*CHANNEL OF DISTRIBUTION

Direct Channel (Zero Level)

A direct channel, also known as a zero-level channel, refers to the method of
distribution in which goods are made available to consumers directly by the
manufacturers.. This approach allows manufacturers to maintain control over
the sales process, ensuring a more direct connection with their customers.
Reasons for choosing Direct Channel Distribution
 Direct Control: By selling directly to consumers, I can retain complete
control over their products, pricing, and customer interactions.
 Cost Efficiency: Eliminating intermediaries can reduce costs associated
with distribution, such as markups added by wholesalers and retailers.
 Enhanced Customer Relationships: Direct interaction with customers
allows me to gather valuable feedback, tailor mine marketing strategies,
and provide personalized services.
 Brand Control: Maintaining control over how products are presented
and sold ensures that the brand's image and values are consistently
communicated to consumers.

*WAREHOUSING
When it comes to storing our delicious home-made fruit candies, selecting the
right storage area is key to keeping them fresh and tasty. I will choose a spot
that’s cool and dry to prevent the candies from melting or becoming sticky—
steer clear of places exposed to direct sunlight or high humidity. Additionally,
maintaining a clean environment is crucial, so I will make sure that the area is
free from pests and regularly cleaned to prevent any contamination. For
storage containers, opt for airtight ones to protect the candies from moisture
and air exposure. Plastic containers with tight-sealing lids or glass jars with
rubber seals are perfect for this job, keeping our sweet treats in optimal
condition.

*PROMOTION

1. Social Media Marketing

 Create Engaging Content: Share appealing photos and videos of your
fruit candies on platforms like Instagram and facebook.
 User-Generated Content: Encouraging customers to share their own
photos and experiences with candies using a specific hashtag. Feature
their posts on my page to build a community.
 Collaborate with my brand ambassador: They often charge less and can
provide authentic endorsements.
2. Events
 Community Events: Participate in local fairs, festivals, and community
gatherings. Offer samples to attract potential customers.
 Pop-Up Shops: Collaborate with local businesses to set up pop-up shops
or stands. This can help you reach new customers without the cost of a
permanent retail space.
3. Word of Mouth and Referrals
 Referral Program: Create a referral program where existing customers
get a discount or free candy for referring new customers.
4. Online Presence
 Website and Online Store: Set up a simple, user-friendly website where
customers can learn about your products and place orders. Use
platforms like Shopify or Etsy for easy setup.
5. Sampling and Giveaways
 Free Samples: Offer free samples with purchases or at events. This
allows potential customers to try before they buy.

6. Working with local shops

 Local Businesses: Partner with local cafes, bakeries, or gourmet shops to
sell your fruit candies.
7. Schemes
 Discounts and Offers: Send out emails with exclusive discounts to
encourage repeat purchases.
 Exclusive Offers: Provide special deals and discounts to loyal customers
to encourage repeat business.

8. Community Engagement
 Charity Events: Donate your candies to local charity events or
fundraisers. This can increase visibility and goodwill.

*USP OF MY PRODUCT

Naturally made
Gluten free
Handcrafted
Sweetness with happiness