final lindt presentation
TRANSCRIPT
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
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)
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
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
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