new crowdspring briefing neugebauer v5

7/27/2019 New Crowdspring Briefing Neugebauer v5

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NEUGEBAUER

PACKAGING BRIEFING



STRATEGY

DIAMONDPositioning REASON WHY SUMMARIZING

Neugebauer is the first Brazilian chocolate factory. In 2013 it is opening one of the most modern factories of the world. In this context Neugebauer is closerto the costumer who enjoys chocolate providing an authentic, soft andunique chocolate flavor which melts in the mouth.

Neugebauer chocolate bars

“Neugebauer, an authentic flavor for who knows, wants and enjoys the realchocolate flavor!”



• Knows the recipe of the real and authentic chocolate• Soft, melting, an unique flavor!

STRATEGY

PositioningREASON

WHY

Neugebauer chocolate bars

DIAMOND SUMMARIZING



PROMO

PACK ICONES

PRODUCT

Chocolate bars for individualconsumption or to share. Could befound in pure versions (eg. milk, dark,white) or with addittions (eg. peanuts,cookies, flakes).Stretching: this is the major brand alsobecause the chocolate brand is thecompany brand.

Reference: GAROTO chocolateBetter price among brand leadersgiving more chocolate quality to the

consumer.

• We hope you could help usto build this theme

Key Visuals:Pleasure.

Knows how to produce a realchocolate. For those who knowchocolate, if you do not like it you donot understand anything aboutchocolate!

Neugebauer brand diamond

COPY

• Claim:MELTS IN THE MOUTH

“Neugebauer, an authentic flavor for who knows,wants and enjoys the real chocolate flavor!”

PRICING

Sampling:

Sampling for trade

and consumers. This is a strong wayto conquer clients and to convert

into sales.

ADVERTISING SIGNATURE

Target:Women in the 38/42 years old.

Insight:“Neugebauer, an authentic flavor for who knows, wants and

enjoys the real chocolate flavor!”

Benefit:

“An authentic and real experience.”

Reason Why: • Knows the recipe of the real and authentic chocolate

• Soft, melting, an unique flavor!

Personalidade da marca:Authentic, confident



BARS MARKET• LACTA, NESTLÉ/GAROTO = 80% of the market (leading players)• HERSHEYS = growing competitor• Commodities market: high volume, red ocean, constant offers (high/low price strategy)• Strategic category: leads the consumer to try the chocolate and is the principal vehicle to introduce

institutional brand and makes it visible• Concentrated volume at supermarket channel: national and regional Key Account

• Combination of schedule and impulsive buying• Packaging raises impulse/desire while offer raises decision (in the recognized marks)• Consumed “at home” and “in pieces”.

• ‘Family bar’, gives more interaction with the packaging • Generate longer contact/interaction with the packaging = GREAT OPPORTUNITY to communicate

claims

CONSUMPTION DRIVERS

Summarizing



LEADING PLAYERS ANALISYS



Creaminess and lightness of

the product without losingmodernity and appetiteappeal. Dynamic (withmovement) Appropriation of the blue color. Great brandexposure. Taste is a "surname".

Visual Clean.

Brand territory Current territory:

Liberating experience, ecstasy, worthiness. The time whenpeople need to take a break during the day for a chocolatetasting

Previously approach:They used to focus at functional chocolate benefits like melting and creaminess.

Fonte: http://www.revistapronews.com.br/anteriores/detalhe/568/entreguese-as-emocoes-da-lacta.html

Celebrities endorsement:

Brazilian celebrities (2012, centennialyear)

Basic, traditional. Tryingto contemporize andbeing pop.



Popular, trying toreinvent the

packaging

Brand territory

Engaging:World Cup.

Celebrities endorsement:Brazilian celebrities

Try showing the creaminess of

the chocolate. Look visuallyharder and popular than Lacta.Appropriation of the yellowcolor. Big logo exposure. Flavoris a detail. Less dynamic thanLacta.



Confident attributes,tradition and quality.

Brand territory

Try showing the creaminess of

the chocolate. Big logoexposure. Flavor is a detail.Red is the color code.

Engaging:“Chocolovers”

Celebrities endorsement:Do not apply.



Brand territory

Current territorySophisticated, original and young.


It wants to besophisticated, highquality andaffordable, but it isnot!

Modern packaging

(authentic), tries to movebut can not have. Littleappetite appeal. Big brandexposure. Taste is "adetail".



Creaminess of the productwith enough move and

appetite appeal: what counts isthe chocolate. Without clearcolour ownership.Big brand exposure. Moreevidenced flavor. The visual istoo heavy.

Brand territory

Current territory:More for less




CREATIVE WAYS



#3.

APETITEAPPETITE

#1.

RETRO

CLASSIC

#7.

AUTHENTIC

#4.

FUN

#6. A LOT OFCHOCOLATE

#5.

ORIGIN

#8.

#2.

MODERN

FUN

CREATIVE WAYS WE LIKEThe orange circles, please!

MODERN



CHALLENGE



CHALLENGE

GOT TO HAVE Apetite appeal Unique major color code for Neugebauer brand with different colors to identify each

flavors Size of the logo: at least 70% of the packaging

NICE TO HAVEo Reserved area for written claims, such as “Melts in your mouth” o Graphic movemento Shelf impact: luminosity

DON’T SHOW US, PLEASE × Classic design× Fancy elements× Cocoa images



Point of purchase



GAROTO

LACTA

NESTLÉ

ARCOR

NEUGEBAUER HERSHEY’S

Point of purchase



Point of purchase

new crowdspring briefing neugebauer v5

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