Godiva Case

Integrated Marketing Communication Plan

(for Godiva new fairtrade endorsed brand)

Claudisse JulieDocquier AurélienDorval Matthew

• New trends

• Emerging market

• Most consumed products:

banana, coffee, chocolate,...

Fairtrade

• The 3rd most consumed (0.2% chocolate MS)

→ niche market

• Growing market (>< classical one : saturated)

• Young people more and more involved (education)

• 60% of Belgians knows Max Havellaar Logo

Fairtrade

• Pretty vague concept even if well known

• Fairtrade = cheap + pover quality

• Reasons to buy :

- psychological reason : good cause

- social reason : recognition

But...

→ opportunity !

Fairtrade

• Chocolate = Belgian culture

• occasional / seasonal

• ‘Pralines’ = luxury product , gift

• Pralines’ consumption increase with age (until age 45- 54)

• Criteria of choice:

- taste

- quality ( → traditional / artisanal character )

- packaging (to offer) V/S price (for self-consumption)

Chocolate Consumption

Main Competitors (Belgian market)

Brand Equity• Brand awarness:

high notoriety and quite high TOMA

→ need to be a premium brand

→ need to emphasis Belgian traditional know-how and build emotional preference

→ opportunity to rejuvanate

→ use it by creating a strong link between Godiva and the new endorsed brand

• Performance and perceived quality - Utilitarian :

- to offer → Belgian chocolates’ reputation BUT not ‘belgian’ strong association with Godiva - good taste V/S bad taste BUT never ‘delicious’- traditional know-how

- Asthetic : quite antiquated

- Economic : premium → sophisticated and high quality

• Brand Imagery and feelings

- User image: Sophisticated and educated Belgian citizens around 45-60 years and foreigners

- Usage imagery: to offer → socially recognized as a sophisticated gift

- Symbolic meaning / brand personality :

-luxury brand

- As a person : will be a classy, educated and sophisticated (upper class) man between 50-70 years old , who used to be sincere (now he would be more commercial), quite traditional and conservative and therefore not daring and not imaginative, quite competent (reliable) and who used to be successful.

→ belonging to the past : opportunity to refresh !

- Brand feelings : not funny, approved socially by upper class

• Brand loyalty

- People are quite loyal to their pralines’ brand

- Loyalty depends on the satisfaction

→ listen to our customers

→ need to give information about Godiva shops' location

•Other assets - Distribution: Godiva is not seen as a accessible brand (geographically)

Strenghts• High TOMA & notoriety

• Leader in exportation

• Reputation:

- traditional know-how

- good taste

• Premium brand - Luxury brand

• Loyal consumers

SWOT ANALYSIS - internal analysis

Weaknesses

• No clear differenciation

• No experience in CSR

• Conservative brand

• Lack of competitive advantage

• Only ‘good’ taste

SWOT ANALYSIS - internal analysis

Opportunities

• Growth of fairtrade market

• Non existing offer for high quality fairtrade pralines

• Can benefit from awarness and image of its mother brand

• Can rejuvanate mother brand

• Fair trade leabel → new customers

SWOT ANALYSIS - external analysis

Threats • Risk of cannibalization

• Entry of new competitors

• Aggresive reaction of market leaders

• Risk of dilution of the mother brand

• unclear fairtrade concept

SWOT ANALYSIS - external analysis

SegmentationUsage segmentation

Self Consumption To offer

• Homogeneous segment → response to the same stimuli• Influenced by Godiva existing customers

Generation segmentation

18 - 24

25 - 54

55 - 79

Self Consumption To offer

18 - 24

25 - 54

55 - 79

Targeting • Price is less important• More attractive

XX

• Primary target- Long life ahead- Consumption with age

1 469 012

• Secondary target

696 217 Total

2 192 229

Positioning : Perceptual Mapping

•Made in dignity•Belgian tradition know - how•High quality•Sophisticated gift

Positioning : Fine quality pralines made in dignity and with a Belgian traditional know- how. This pemium product makes a perfect gift to offer and share pleasent moment. It is the perfect combination of fine , fair & luxury...

Communications objectivesPhase 1 : build brand awareness and brand knowledge

Brand awareness ( 80 % / 6 months )

• New brand / brand recall• Anchor associations• Strong link between the new endorsed brand and Godiva

→ transfer traditional know-how + high quality perceived of Godiva

→ association : high quality + fair + sophisticated gift

Brand knowledge ( 75 % / 6 months )

• New added characteristic ‘fair’ • Increase involvement • Differenciation but consistency with our mother brand

Phase 2 : build emotional preferences

Brand attitude & Brand preference ( 40 % / 14 months & 20% / 14 months)

• positive image of fairtrade products

• translate into emotional level « I feel good by buying fairtrade products» • share values and pleasure (double level)

• familiarity → younger brand personnality

• more «sexy» but still classy rejuvanate Godiva brand image

→ passionate feelings : good tasteX → delicious

Phase 3 : build rational preferences

Loyal and satisfied buyers ( 5 % / 18 months)

• satisfaction: end -users (ambassadors) + buyers (social recognition)• loyalty

• stores’ locations

→ Survey with several brand names’ propositions:

Our new endorsed brand name & logo

Fine & Fair

BeLovedGodiva Fairtrade

PangeaF & F

SweetAble

?

?

?

??

Most popular ( 30% of the votes )

Our new endorsed brand name & logo

Belgian product Chocolate is about Passion

Association with our mother brand

Social recognition

Southern countries

Passion, ‘Fight’

Chocolate, classy

Communication mix • Channels not chosen

- Door to door : environmental issues

- Television: too expensive

- Sales promotion: threat for image

Communication mix

• Channels chosen

- Phase 1

➡ internet , outdoor , magazines- POS- Trade Fairs

Communication mix - Phase 2

➡ Internet and magazines➡ POS , trade fairs

- Phase 3

➡ internet ➡ Direct marketing

Internet

‣ Dedicated website

‣ Facebook page

‣ Advertising campaign : banners, Ad Words

skyscaper example( banner )

Communication mix (Vehicles details)

Magazines

Kind of magazines: - Women -Feeling (de), ELLE Belgïe (de), Psychologies (fr), ELLE Belgique (fr)

- Lifestyle - We Knack (de), DM Mag (de), Le Vif (fr)

- Decoration -Feeling-woning (de), Gaël Maison (fr), Art & Décoration (fr)

- Other -Le Ligueur

Communication mix (Vehicles details)

Outdoor

- 3 strategic cities- 38 m2 posters- Prestige package

Communication mix (Vehicles details)

Trade fairs

• Semaine du commerce équitable

• BIBAC’s salon

• Salon du chocolat

• FEDOBA

Communication mix (Vehicles details)

Budget

Scheduling strategy : pulsing schedule

Expected Results

1. Does the ad catch our eyes?2. Do we mention the name of the brand enough?3. Are the images appropriate?4. Do the texts and the images communicate the same things?5. Is the ad adapted to our strategy?

• Pre-testing

- Check list

• Traditional know-how• Belgian chocolate• Good deed• Social recognition• Sexy and classy image

Expected result• Pre-testing

- Readability analysis

- Communication effect

• Tachitoscope

• Recall test

- Extra test for benchmark

• Brand image

• Purchase intent

RE=206.8-0.77wl-0.93sl

Expected result• Post-testing

- Day after recall test

- Assessing the effectiveness of trade fair and exhibition

• Brochures’ count

• Video support ( flow of visitors)

• Personnel survey after the fair

- Assessing the effectiveness of the e-communication

• Facebook and website

- Server log files

• Internet Banners

- Ad transfert/ total impression

Expected result• Campaign evaluation research

- Brand awareness (online questionnaires)

• TOMA, unaided awareness, aided awareness

- Brand attitude change

• Scales technique

- Assessment of the five communication objectives

- Purchase intent

S(t) = 1.5 + 0.2 x A(t) + 0.8 x S(t-1)

Thank you for your attention !