DOVE CHOCOLATE By: Bat-el Miller
What is Dove? Created in 1939 by Leo Stefanos DoveBar was the first creation made In 1986 M&M/Mars Inc. acquired Dove Mars Inc. has a net sale of $16,200 million Rainforest alliance Cocoa sustainability Peanut-free chocolate Biggest competitor is Godiva
Industry Analysis Higher end chocolate is easily attainable; premium chocolate From luxury item to necessity 91% of females; 87% of males Kfraft is #1 manufacturer of chocolate Mars Inc. is second Industry is continuing to grow
Trends In 2010 the industry experienced 16% increase in new release products Seasonal purchasing, fastest growth, is set to increase by 13% from 2010-2015 Health consciousness from consumers Fair Trade
SWOT Analysis STRENGTHS WEAKNESSES OPPORTUNITIES THREATS Availability of Dove A lot of competition in the premium chocolate section Increase in seasonal spending can leave room for holiday gift giving expansion and ideas Allergies to certain ingredients Chocolate industry is rapidly growing Chocolate is considered a luxury versus necessity item Dove Dark chocolate is rich in anti-oxidants can be beneficial for women and men s complexion and health Lindt, Godiva, and other premium chocolates Seasonal shopping is set to increase by 16% in 2010-2015 Social media is not used effectively, Facebook, Twitter, YouTube or Pinterest, is not linked to website The revamping and creating YouTube and Pinterest can increase customer engagement and loyalty for the brand seasonal and holiday packages featuring various types of candies Variety of flavors and healthy choices Targets women as opposed to men Current Facebook and Twitter to be utilized properly in order to increase traffic flow Health constrictions, teeth and facial complexion can be ruined by the sugar and oils in chocolate Inexpensive premium chocolate No celebrity endorsement Children protection of advertisement can be used to show company empathy and understanding toward childhood obesity/health issues
Objectives Motivational Informational 1. Create a strong social media presence for Dove Chocolate 2. Increase seasonal buying from last year through the targeting of males 3. Increase male customer loyalty Attitudinal 1. Show customers the health benefits of chocolate 2. Change the male perception toward the purchasing of chocolate items.
Strategies Create a social media event to attract NEW target market; MALES Create an event to show the point of differentiation between Dove and its competitors Increase Dove s target market showing Dove in a different environment Create a social media contest to attract consumer engagement on company s social media venues Incorporate # to all of Dove s events and creations in order to reach Trending topics of the week Increase overall sales by 20% for the overall year
Strategies Continued Release a new limited edition product line in order to create exclusivity and buyer urgency Link Twitter, Facebook, YouTube to www.dovechocolate.com Create Pinterest and Instagram and then proceed to link it to www.dovechocolate.com
Media Targets Eat More Chocolate Have More Sex Eat Chocolate, Live Longer
Media Target continued Play hard, enjoy the reward, that s what XXXX fans were cheering as they celebrated the victory of XXXX The Go Route: Taste the Victory, Literally..? The Best: Chocolate Football Madness, it s a thing HULK SMASH, WANT DOVE CHOCOLATE
Tactics Social Media/YouTube Contest Utilize Dove s current YouTube channel, DoveChocolateTV to attract consumer engagement. The contest: 1. Record a video of yourself telling Dove your fondest holiday memory 2. Upload the video to Dove ChocolateTV 3. Get your friends and family to like it on Dove s channel Dove will record a video with Mr. and Mrs. Clause to explain the rules of the contest Dove chocolate will be implemented in the video, similar to product placement techniques
Tactics Football Chocolate Madness A Facebook event will be created off of the current Dove Chocolate page Every Sunday, Monday, and Thursday fans will be asked, who will win this today? Cheerleaders from each team will be displayed in their uniforms, consumers will comment with their response on the post Monthly contest winner Alongside the virtual social media event, Dove will produce an exclusive Football Chocolate Line
Tactics Get The Hike Outta Here Dove is a fair-trade company dedicated to the ethical treatment of its workers, environment, and communities in which it operates This is one of Dove s point of differentiation Get The Hike Outta Here will be a 5 month long campaign Each month a hike on a different trail, from a different state, will be sponsored by Dove and featured on all its social media venues Each of the 5 National Parks were picked from different parts of the US, to expand brand awareness nationwide Pinterest and Instagram will play a vital role in promoting the event due to the benefits of visuals over written word
Get The Hike Outta Here, Continued The National Parks are: 1. The Hugh S. Branyon Alabama 2. Red Mountain Trail Arizona 3. Lassen Volcanic National Park California 4. Maroon Lake Trail Connecticut 5. Shawnee National Forest Illinois All wheelchair accessible, short, family friendly trails Twitter: #GetTheHikeOuttaHere will be utilized to promote the event and reach Trending topics Facebook: Will feature information about the parks, pictures, and Dove s involvement in Fair Trade and the environment
Free Comic Book Day FCBD happens the first Saturday in May; this year it is May 4, 2013 Dove will team up with Diamond Comic Distributors Inc. Inside each free comic book package being passed out during the day, Dove will include a piece of chocolate and a coupon. This will increase Dove s target market to reach the male demographic Increase sales by means of coupon and returning costumers Bridge a new relationship with a potentially viable commercial idea; Hulk an Dove chocolate
September October November December January February Begin football cheerleader posting Announce the winner for September Facebook contest Announce the winner of October Announce the winner of November Announce the winner of December Announce January winner plan to release the limited edition of Chocolate Football Candies Promote new limited edition Football Chocolate through social media venues, Twitter, Facebook, Instagram, Pinterest, and YouTube Instagram photos of Football Chocolate teams that have won games during the week. Re-pin and Instagram photos of people enjoying the Football Chocolates Photograph new year winter with his favorite piece of chocolate and signed poster Pin, blog, Facebook, Instagram, and Tweet different chocolate Super Bowl recipes to be used for the big day Pitch a variety of stories to sports bloggers; limited candy edition, who will win the super bowl, a change to get NFL signed posters Secure media coverage with ESPN sports center, get anchors to sample chocolates Pitch stories to various men s health magazines such as Men s Health or Fitness magazine Pitch Football chocolates as a gift giving idea for stocking and Hanukkah presents to sports bloggers Pitch new year winner with his most memorable Football moment for ESPN sports center Announce the last winner of February, get a double gift, a poster and a year supply of Dove Chocolate Candy
Evaluation Media Coverage: The overall media coverage of Chocolate Football Madness should be large blogs and other online sites were be where the most buzz was attributed. The event should prove successful since football was utilized by Dove Chocolate in order to attain the male demographic. The limited edition candy should provide a sense of exclusivity urgency. Social media of Dove Chocolate sites should increase due to the use of Cheerleaders to promote football teams. By the end of this campaign we should reach a sales increase of 10%, half of what is expected for the fiscal year.