LINDT PREMIUM CHOCOLATE BARS. Allie Haley Sarah Katie Meghan Vlk Planson Darradji Kinard Shah

Transcription

1 LINDT PREMIUM CHOCOLATE BARS Allie Haley Sarah Katie Meghan Vlk Planson Darradji Kinard Shah

2 SITUATION ANALYSIS- INTERNAL Lindt & Sprungli dates back to 1847, giving great brand reputation and experience Diverse line of products, perceived higher quality More expensive than competitors, but less expensive than other premium/organic bars Current customers within target audience is more likely to be female, and less likely to consume Lindt bars than other Lindt products Strong social media presence, room for improvement 7 million Facebook likes, Instagram 90 thousand followers, Twitter 57 thousand followers

3 SITUATION ANALYSIS- EXTERNAL Hershey, Mars, and Nestle biggest competitors Chocolate market expected to grow 2-3% per year Consumers attracted to more health-conscious options, and therefore likely to buy premium chocolates Highlight lower sugar, antioxidants, dark chocolate, high quality ingredients and process 93% of adults buy chocolate, but only 35% buy at least once a week Holiday themed chocolate sales account for 50% of net chocolate purchases

4 CONSUMER INSIGHTS Diversifying spending will bring in new customers and raise brand awareness Capitalize on digital outlets Seasonal purchasing is vital Capitalize on success of Lindt truffles and Ghirardelli square s success in seasonal flavors, creations, and packaging Cafe markets in Albany, NY, Chicago, IL, Charlotte, NC, Cincinatti, OH, and Miami, FL will receive additional $5 million High CDI preferred, as targeting premium chocolate users instead of current Lindt users Focus on potential category growth

5 TARGET MARKET Women More likely to buy chocolate than men. According to MRI Reports, over 125 million women bought premium chocolate products during a six-month period in Age Over 41 million of those 125 million women were ages Media Consumers Often have cable TV or satellite dish subscriptions. They enjoy reality TV, dramas, news, and awards shows. Wealthy Moms Graduated at least high school, and wealthier households are more likely to buy. They also tend to have children, and are more likely to be white. Health-Conscious Most premium bar users agree strongly with the statement I always check ingredient/nutrition content in food products before buying. Highlighting health benefits of chocolate will be effective. Celebrators Most premium bar users agree strongly with the statement I like to shower my loved ones with gifts. Targeting during holiday periods will be effective.

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7 OBJECTIVE Increase brand awareness by 10% among women years old

8 OBJECTIVES Increase sales of Lindt premium solid chocolate bars by 20% in calendar year Increase awareness for the Lindt brand (currently estimated at 25% nationally- by the end of the first year, grow to 35% unaided awareness among women years old). Define brand personality- create and employ new media that will generate a personal dialogue between Lindt and its customers. We also portray that Lindt is Raising the Bar and focusing on health benefits in their chocolate.

9 CREATIVE STRATEGY HIGH QUALITY Best ingredients; health benefits UBIQUITOUS Any time is a good time for chocolate ELITE Brand personality; the first choice

10 RAISING THE BAR

11 PRINT 50% of the budget Heavily aligns with target market, effective for targeting readers Visual and design focused Highlights health benefits of chocolate Southern Living, Elle, People, HGTV, Women s Health

12 TV 6% of the budget Cable Television Late Night Network News, News-Specials, Pageants, A Home for the Holidays, Access Hollywood Live, Daytime Emmys Skating (57% more likely), American Masters (60% more likely)

13 RADIO 1% of budget Adult standards and classical 40% more likely Small untapped niche

14 ONLINE 37% of budget Target visitors of recipe sites, and health and exercise websites Display 30% of budget, video content 1% Lindt users 72% more likely to use Flickr, 78% more likely to use Yelp Shape message for healthy perception Competitor s weak social media presence

15 PROMOTIONAL EVENTS/SOCIAL MEDIA 5% of budget Premium bar users 33% more likely to watch Academy Awards Aligns with premium persona and desired target audience Organic publicity from high profile celebrities Near Valentine s Day & Easter

16 PROMOTIONAL EVENT: Academy Awards Providing chocolate bars at the event Sharing on social media Contest to create buzz and organic engagement Advertise event on social media (43% more likely to click on an ad) Use social media to invite their friends to an event (49% more likely) Share pictures as entry Owned, paid, and earned opportunities

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20 BUDGET BREAKDOWN Campaign Period: January 1st-2018 Size of Budget: $30,000,000 Contingency: $1,000,000 Amount allocated to media: $29,000,000 Separate Budget for 5 cafes: $5,000,000

21 SCHEDULING Q1: Jan-March: $8,000,000 Q2: April-June: $6,000,000 Q3: July-Sept: $4,000,000 Q4: Oct-Dec: $11,000,000

22 Flowchart

23 Amount ($) Percent of Budget Print (Magazines) 22,330,000 50% TV 1,740,000 6% Radio 290,000 1% Online Video/Digital 10,730,000 37% B-to-B 290,000 1% Event & Partnership 1,450,000 5% Total 29,000, %

24 YEAR-AT-A-GLANCE

25 GRPs within goal Within (on average) 27.7 points of goal Increased reach Succeeding in primary objective Under budget $109.8 remaining

26 The End #RaisingTheBar