final lindt presentation

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Aimee Chimera Jocelyn Ravesi Holly Niemiec Ethan Lyons Taylor ONeil

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Aimee Chimera Jocelyn Ravesi Holly Niemiec Ethan Lyons Taylor ONeil

Brand Analysis Dates back to 1847 Switzerland -  Mature product

Acquired Caffarel and Ghirardelli in 1997/1998 Variety products including novel holiday chocolates Master Chocolatiers -  Finest Cocoa and premium ingredients -  Unique process -  Passion and perfection -  Innovation Premium chocolate market sales about $13,673,921 US  sales  in  the  premium  chocolate  market,  specifically  sales  from  Lindt  Excellence  bars,  Lindt  online  Excellence  bars  sales,  Lindt  

Excellence  and  Lindor,  and  Lindt  Hello  bars,  was  about  $13,673,921    

 

4 C’s Consumer Wants and Needs -  Dark chocolate health trend -  Stress relief

Cost - Premium chocolate bar at a

slightlylower price with similar taste and quality Godiva chocolate bar: $4.99 Ghirardelli chocolate bar: $4.35 Lindt chocolate bar: $3.99

Convenience - 59 Lindt Cafes in 29 different

markets with them being mostly located in the Northeast

Communication

- Social Media: Twitter,Facebook,Instagram, and Youtube

- Live shows and events that demonstrate their chocolate making process

 

Trends

Holidays

Increased interest for luxury products

Quality and innovation  

Geography

Primary Research

Target Audience Research

Newspaper Magazine TV Radio Social Media Internet   Light Heavy Average Heavy Heavy Heavy

For Lindt, we want to target consumers who already indulge in premium chocolate.  

Women 25-34 & 35-49, more specifically educated mothers in households of income $50,000 or more.  

Family Focused (144) Opinion Leader(116) Stressed (152)  

Indulging in premier chocolate (152) Busy (122) Ambitious (127) Expecting babies (187)

Consumer Profiles

Chrissy      

Primary  Audience:  25-­‐34    

   

Secondary  Audience:  35-­‐49    

   

Michelle      

Competitors

Competitive Analysis: Media Mix

SWOT

Strengths    -­‐  Strong  brand  porLolio  enhances  market  share    -­‐  Strong  global  brand  with  diversified  revenue  base  -­‐  Price  for  Lindt  chocolate  bars  is  less  than  the  average  price  of  compeNtors  -­‐  InnovaNon  of  flavors  

   

Weaknesses    -­‐  Not  a  lot  of  adverNsing  money  is  spent  on  their  chocolate  bars  compared  to  their  other  products  -­‐  Products  only  sold  in  70%  of  the  naNon’s  supermarkets  and  convenience  stores  

                       

 

Opportuni2es    

-­‐  Growing  global  confecNonary  market  -­‐  Health  and  wellness  trends  drive  demand  for  dark  chocolate  varieNes  -­‐  Rising  disposable  income  -­‐  Holiday  seasons  

   Threats  

 -­‐  FluctuaNng  raw  material  prices  -­‐  Health  trends:  smaller  porNons,  less  treats  -­‐  Other  premium  chocolate  brands  

Key Challenges:

 

Consumer Insight:  

These women live busy stressful lives, and sometimes they need a break. Rewarding themselves with a piece of

chocolate can help get them through their busy day. Their lives are not ordinary and their chocolate shouldn’t be either.

 

 

 We need to differentiate ourselves from our competitors

and create a brand image in the mind of consumers.

Objectives

10% increase in brand awareness during the next calendar year

Establish Lindt’s “brand personality” in the minds of consumers

Create a dialogue between Lindt and their customers through

the creation of new media

TARGET AUDIENCE & MEDIA MIX Women 25-49 Tv, radio, magazine, online, sales promotions Reach, FREQUENCY, GRPS: Reach:70 Frequency: 4 GRPS: 280 monthly Geography: National with 5 Café Cache spots SCHEDULING & TIMING: Pulsing, heavy ups during holiday months BUDGET: 27 million 3 million café caches                              

 

Budget

Year at a Glance

Na2onal:  Pulsing    

Internet: Social Media

Pinterest: 70 million users with the median age being 40 Promoted pins are measured by cost-per-click

Among all online adults, 73% of 30-49 year olds use Facebook

Sponsored posts with images,video, coupons or promo codes

Internet: Video

Reaches more US citizens aged 18-34 than any cable network Non-skippable :15 second pre-roll ads

82% of subscribers are aged 18-49 and the median viewer age is 33 Non-skippable :15 second pre-roll ads

Internet: Pandora

   45% of Pandora listeners are between 13 and 29, but 35-44 year olds accounted for the largest share of use

Users preference music and include demographic information at sign up

Video/banner ads and a call to action to Lindt website

 

Internet  Spend   Spend   GRPs  

Social   $656,000   130  

Video   $1,040,000   60  

Magazine

Radio

Television

Café Caches

Six instead of five -  Combine two regionally close

markets

BDI/CDI -  Albany: 19% more/ 2% more -  Burlington: 12% less/ 2% less -  Charlotte: 16% more/ 3% more -  Miami: 6% more/ 11% more -  Chicago: 5% more/ 5% more -  Minneapolis: 12% less/ 2% less

Café Caches % of Lindt sales/ % of category sales -  Albany: 5.3%/ 9.6% -  Burlington: 12%/ 14.6% -  Charlotte: 10.9%/ 9.6% -  Miami: 14%/ 14.7% -  Chicago: 29.6%/ 29.4% -  Minneapolis: 12.6%/ 14.0%

Why these markets? -  Above average BDI/CDI except

Burlington -  Boost in sales within area

Chicago + Minneapolis

Café Caches: Media Buys

Separate budget from national campaign Use of pulsing strategy -  February, April, December

Budget estimate $295,597 Dayparts 390 GRPs, $273,747

-  9 remaining months Budget estimate $234,800 Dayparts 317 GRPs, $229,209

Promotions Lindt Point-of-Purchase

   

Lindt Holiday Pandora Playlist    

Product Placement    

SnapChat Geofilter    

THANK YOU! Any Questions?