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Fenix communications agencyComunique
Aztec chocolate
Strategic planningMission & Vision Statement
Being the best is not enough, you have to be perceived as the best
Providing outstanding quality, service and valueEarn customers’ enthusiasm through continuous
improvementDriven by integrity, teamwork and innovation
Create and establish the ideal imageBeing creative with different communication tools
Research is the core of every campaignCore values
Brand analysis
Aztec chocolate
The newest brand on the chocolate marketChocolate pralines, decadent and rich in flavor
Wide range of high quality productsLuxury and sophisticationCreativity in the designsInternational character
Glamorous gift giving
Alpha-class: exclusiveBeta-class: very high prices
Gamma-class: high pricesDelta-class: medium prices
Quality & design rises together with the prices
Brand analysisProduct range
Brand analysisLocation
G4
4 shops, one in each city
Limited outlets to increase exclusivityCities were selected based on
their character
Small, but notable shops
Personal approach
Market Research
Main indicators of the Netherlands
Population 16,554,448
Economic growth -3.7%
Unemployed labour force
5.2%
Consumer confidence -10
Inflation 1.1%
Victims of crime 25.4%
Health 80.6%
All facts and figures are published on www.cbs.nl or www.ssz.nl
Demographic research
Prognosis
Prognosis
Subjects Periods 2009 2010 2020 2030
Population
Number
16 481 307
16 536 42617 013
80217 380
484
Age categories
0 - 203 934 917
3 920 6383 752 813
3 722 788
20 - 6510 073
02810 077 583
9 901 279
9 555 617
65 + 2 473 363
2 538 2033 359 712
4 102 079
0 - 20
%
23,9 23,7 22,1 21,4
20 - 65 61,1 60,9 58,2 55,0
65 + 15,0 15,3 19,7 23,6
Life expectancy
Life expectancy
menYear
78,57 78,74 80,26 81,40
Life expectancy
women82,47 82,55 83,34 84,09
Migration
Immigration
Number
129 131 128 292 127 523 127 410
Emigration 124 201 124 710 113 668 113 078
Migration balance
4 930 3 582 13 855 14 332
Target group
Future consequences: High class will cut less and less in the budget for
luxuries More and more entrepreneurs
We step in here
Recession
Low state of trade
Progression
High state of trade
Temporarily consequences:Low consumption of luxury goods
Hard to find investors
Economic researchState of trade
Subjects Private households
Characteristics of households
Total private households
Periods 2002 2005 2008
Income concepts
Income classes x 1 000
Disposable income(X 1000
Euro)
Total private households
6 862 6 990 7 166
No income
Unto 10 502 461 388
10 - 20 2 202 2 041 1 820
20 - 30 1 779 1 783 1 765
30 - 40 1 219 1 313 1 366
40 - 50 601 696 828
50 and more 559 695 999
Economic researchIncome classes
Target group
Economic researchIncome classes evolution
Evolution of upper class in %
2002 2005 2008
40-50 8,76 9,95 11,55
50 and more 8,15 9,94 13,90
Influential facts Consumers who have more to spend, cut earlier in
budget for luxuries Households lay more money aside because of the
financial crisis Consumers are optimistic about the future again
Entrepreneurs have the most financial power The middle class shrinks, upper class grows
Now recession, tomorrow progressionPurchasing power is rising again
People spend less on food
SubjectTotal all households
Average amount spent
Spending
Total spendin
g
Nutrition
Residency
ClothingNursing
& hygiene
Entertainment & trafic
Other
Periods Euro
1995 19 989 3 636 7 337 1 323 1 092 6 119 481
2000 24 743 4 289 8 508 1 695 1 554 8 118 580
2005 28 743 4 508 9 990 1 732 2 254 9 469 791
2008 31 421 4 913 10 911 1 865 2 261 10 527 944
Economic researchSpending
% Nutrition spending
Year 1995 2000 2005 2008
% 18,19 17,33 15,83 15,63
Chocolate market in the Netherlands (x 1 000 000 euro)
2007 2008 Growth
Bars & tablets (Côte d’Or) 139 158 13,7 %
Candy bars(Mars) 167 179 7,2 %
Pralines(Chokotoff) 164 174 6,1 %
Dragees & bitesizes(M&M’s)
65 69 6,2 %
Seasonal Articles(Coins) 79 86 8,9 %
Total 614 666 8,5 %
Economic researchChocolate market
Development of distribution 2007 – 2008 (in value x 1 000 000 euro)
Supermarkets Growth O.o.h. Growth
443 9,1 % 223 7,2 %
O.o.h. : out-of-home: all other selling points
The production of luxury pralines has experienced a double growth in 2008 and continues to grow
Economic researchChocolate market
Pralines/bonbons are becoming more and more exclusive
Compared with other European nations, the Netherlands is among the lowest in percentage of
chocolate users.
So dare to be different
The quest for luxury pralines increases rapidly within the chocolate market…
Economic researchDirect competitors
Droste Godiva
Chocovic Neuhaus
DaskalidèsLeonidas Bonbons
•Leonidas Bonbons•Neuhaus Bonbons•Godiva Nederland•Daskalidès Nederland•Sweertvaegher •Rudolf Vermeulen Bonbons•Chocolaterie Cerisette
•Leonidas Bonbons•Neuhaus Bonbons•Godiva Nederland•Daskalidès Nederland•Sweertvaegher •Rudolf Vermeulen Bonbons•Chocolaterie Cerisette
Economic researchIndirect competitors
Mars DoveMilka
SnickersCote d’OrToblerone
Media research
No use of magazines, newspapers, cinema or radio
The medium is the message
Aztec chocolate focuses on taste, quality, image and design
as they have limited possibilitiesor are not ideal for reaching our target group
Media researchTelevision
Conclusion:Nederland 1, RTL 4 and SBS 6 could be interesting
Note: ¼ of the Dutch watch television using the internet
Market shares Dutch TV channels between 18.00 and 24.00 (%) (2008)
Age category 6+ 6-12 13-19 20-34 35-49 50-64 65+
Nederland 1 22,5 13,6 11,6 13,7 18,8 26,8 33,0
Nederland 3 7,7 11,7 8,4 8,5 8,3 7,3 5,9
RTL 4 14,2 11,3 11,9 14,8 14,3 15,6 12,9
SBS 6 12,5 13,1 11,5 12,3 14,4 12,1 10,8
Other 43,1 50,3 56,5 50,7 44,2 38,2 37,4
One quarter of the Dutch people watch TV using the internet.
Media researchInternet
Most popular sites (2005 & 2009)
Facts:More and more people write and read blogsThe Dutch love to buy by using webs hops
The use of the internet keeps rising
Conclusion:Reach opinion leaders to get positive attention in blogs
Marketing communications planTarget audience
Men and women
30-55 years
Luxurious lifestyle
Wealthy
Highly educated
Expensive taste
Up to date
Sophisticated
Marketing communications planGoals
1. Behavioral intention: gift giving
2. Increasing brand awareness: becoming a top of mind brand
3. Brand attitude: providing a connotation between Aztec chocolate
& ‘the good life’
Aztec chocolate, too good to keep it for yourself
Marketing communications planGoals
Marketing communications planAtmosphere
Marketing communications planMix
&
Marketing communications planTime schedule
Part Period Medium Time
Teaser 26-04-10 *14-05-10
Internet (Twitter , Hyves
& Blogs)/
Teaser 03-05-10 *14-05-10
TV (RTL 4 & SBS 6 )
Each Monday, Wednesday &
Friday 7.55 , 8.55, 17.55,
18.55 & 21.55
Announcement 15-05-10*04-06-10
Internet(Twitter, Hyves
& Blogs/
Announcement15-05-10*04-06-10 TV
(RTL 4 & SBS 6)
Each Wednesday, Friday & Saturday7.55 , 8.55, 17.55,
18.55 & 21.55
PE-advertising Permanent Internet (Twitter, Hyves & Blogs) /
PE-advertising 05-06-10*19-06-10
TV(RTL 4 & SBS 6)
Each Wednesday, Friday & Saturday7.55 , 8.55, 17.55,
18.55 & 21.55
Pre-eventTeaser
Wea
lth
Success
Perfection
Sophistic
ati
on
Luxurious gift giving
Coming soon…
Pre-eventAnnouncement
1. Reaching bloggers & online community Social media & blogs
2. Reaching press & opinion leaders Invitations
3. Reaching future customers Advertising
Commercial k
Event Enchanted collection
This collection will consist out of 20 handmade pralines, produced by using
only the finest ingredients
The Enchanted collection is a collaboration between Aztec chocolate
and Swarovski
The collection, rich and decadent in flavor, will breath artistic creativity
Limited editionPralines can be bought
Underneath message
Launch a very expensive collection to:associate with luxury, sophistication & high quality
increase brand awarenessgain free press attention
Event Enchanted collection
EventSwarovski
Stands for a luxurious lifestyle and glamorous gift giving
Aztec chocolate carries out the exact same image
Objects of desire and beauty
EventVip & Press-opening & afterparty
Friday 04-06-10
Tour & collectionGifts
Short key-noteQuestions
Exclusive lounge
EventGrand-opening
Saturday 05-06-10
Tour & collectionSpecial offers
Post-event advertisingStoryboard
Femke Schepers Michèle Kog
Koen Vanderhoydonck Fenix C.A.
Aztec chocolate
Thank you for your attention