Final Lindt Presentation
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Transcript of Final Lindt Presentation
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Aimee Chimera Jocelyn Ravesi Holly Niemiec Ethan Lyons Taylor ONeil
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Brand AnalysisDates 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 salesabout $13,673,921
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4 C’sConsumer 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
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Trends
Holidays
Increased interest for luxury products
Quality and innovation
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Geography
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Primary Research
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Target Audience Research
Newspaper Magazine TV Radio Social Media InternetLight 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)
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Consumer Profiles
Chrissy
PrimaryAudience:25-34 SecondaryAudience:35-49
Michelle
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Competitors
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Competitive Analysis: Media Mix
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SWOTStrengths
- Strongbrandportfolioenhancesmarketshare- Strongglobalbrandwithdiversifiedrevenuebase- PriceforLindtchocolatebarsislessthantheaveragepriceofcompetitors- Innovationofflavors
Weaknesses
- Notalotofadvertisingmoneyisspentontheirchocolatebarscomparedtotheirotherproducts- Productsonlysoldin70%ofthenation’ssupermarketsandconveniencestores
Opportunities
- Growingglobalconfectionarymarket- Healthandwellnesstrendsdrivedemandfordarkchocolatevarieties- Risingdisposableincome- Holidayseasons
Threats
- Fluctuatingrawmaterialprices- Healthtrends:smallerportions,lesstreats- Otherpremiumchocolatebrands
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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.
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Objectives
10% increase in brand awarenessduring the next calendar year
Establish Lindt’s “brand personality”in the minds of consumers
Create a dialogue betweenLindt and their customers through the creation of
new media
TARGET AUDIENCE & MEDIA MIXWomen 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
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Budget
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Year at a GlanceNational:Pulsing
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Internet: Social MediaPinterest: 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
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Internet: Video
Reaches more US citizens aged 18-34than 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
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Internet: Pandora45% 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
InternetSpend Spend GRPs
Social $656,000 130
Video $1,040,000 60
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Magazine
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Radio
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Television
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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
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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
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Café Caches: Media Buys
Separate budget from national campaign
Use of pulsing strategy- February, April, December
Budget estimate $295,597Dayparts390 GRPs, $273,747
- 9 remaining monthsBudget estimate $234,800Dayparts317 GRPs, $229,209
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PromotionsLindt Point-of-Purchase
Lindt Holiday Pandora Playlist
Product Placement
SnapChat Geofilter
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THANK YOU! Any Questions?