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    GODIVA PRÉsentation

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    Julie Juliette
    Godiva is launching a new fairtrade-endorsed chocolate brand. The document provides an integrated marketing communication plan for the launch. It includes a segmentation and targeting analysis focusing on younger consumers. The brand positioning emphasizes high quality fairtrade pralines made with Belgian tradition. The communication objectives are to build awareness, knowledge, emotional and rational preferences over three phases. The communication mix utilizes internet, magazines, outdoor, and trade fairs. Testing and evaluation methods are outlined to assess brand metrics and campaign effectiveness.

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    GODIVA PRÉsentation

    Uploaded by

    Julie Juliette
    257 views34 pages
    Godiva is launching a new fairtrade-endorsed chocolate brand. The document provides an integrated marketing communication plan for the launch. It includes a segmentation and targeting analysis focusing on younger consumers. The brand positioning emphasizes high quality fairtrade pralines made with Belgian tradition. The communication objectives are to build awareness, knowledge, emotional and rational preferences over three phases. The communication mix utilizes internet, magazines, outdoor, and trade fairs. Testing and evaluation methods are outlined to assess brand metrics and campaign effectiveness.

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    Godiva is launching a new fairtrade-endorsed chocolate brand. The document provides an integrated marketing communication plan for the launch. It includes a segmentation and targeting analysis focusing on younger consumers. The brand positioning emphasizes high quality fairtrade pralines made with Belgian tradition. The communication objectives are to build awareness, knowledge, emotional and rational preferences over three phases. The communication mix utilizes internet, magazines, outdoor, and trade fairs. Testing and evaluation methods are outlined to assess brand metrics and campaign effectiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    257 views34 pages

    GODIVA PRÉsentation

    Uploaded by

    Julie Juliette
    Godiva is launching a new fairtrade-endorsed chocolate brand. The document provides an integrated marketing communication plan for the launch. It includes a segmentation and targeting analysis focusing on younger consumers. The brand positioning emphasizes high quality fairtrade pralines made with Belgian tradition. The communication objectives are to build awareness, knowledge, emotional and rational preferences over three phases. The communication mix utilizes internet, magazines, outdoor, and trade fairs. Testing and evaluation methods are outlined to assess brand metrics and campaign effectiveness.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 34

    Godiva Case

    Integrated Marketing Communication Plan


    (for Godiva new fairtrade endorsed brand)
    Claudisse Julie Docquier Aurlien Dorval Matthew

    Fairtrade

    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
    Reasons to buy : - psychological reason : good cause - social reason : recognition

    But...
    Pretty

    vague concept

    even if

    well known quality opportunity !

    Fairtrade = cheap + pover

    Chocolate Consumption
    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)

    Main Competitors (Belgian market)

    Brand Equity
    Brand awarness:
    high notoriety and quite high TOMA
    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 need to emphasis Belgian traditional know-how and build emotional preference - Asthetic : quite antiquated opportunity to rejuvanate - Economic : premium sophisticated and high quality need to be a premium brand

    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

    Other assets
    - Distribution: Godiva is not seen as a accessible brand (geographically) need to give information about Godiva shops' location

    SWOT ANALYSIS - internal analysis 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 - external analysis Opportunities


    Growth of fairtrade market Non existing offer for high
    quality fairtrade pralines

    Can benet 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 mother brand

    Risk of dilution of the unclear fairtrade concept

    Segmentation
    Usage segmentation Generation segmentation
    Self Consumption To offer

    18 - 24 25 - 54 55 - 79

    Homogeneous segment response to the same stimuli Inuenced by Godiva existing customers

    Targeting

    Price is less important More attractive

    Self Consumption 18 - 24 25 - 54 55 - 79

    To offer

    X X
    Total 2 192 229

    Primary target - Long life ahead - Consumption


    with age 1 469 012

    Secondary target
    696 217

    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 ne , fair & luxury...

    Communications objectives
    Phase 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

    Brand knowledge ( 75 % / 6 months ) New added characteristic fair Increase involvement Differenciation but consistency with our mother brand

    association : high quality + fair + sophisticated gift

    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 taste delicious X
    Phase 3 : build rational preferences
    Loyal and satised buyers
    ( 5 % / 18 months)

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

    Our new endorsed brand name & logo


    Survey with several brand names propositions:

    SweetAble

    ?
    Pangea

    Fine & Fair

    ?
    F&F

    ?
    BeLoved

    Godiva Fairtrade

    Most popular ( 30% of the votes )

    Our new endorsed brand name & logo


    Belgian product Chocolate is about Passion Passion, Fight Southern countries Chocolate, classy Social recognition Association with our mother brand

    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

    Communication mix
    Internet

    (Vehicles details)

    Dedicated website Facebook page Advertising campaign : banners, Ad Words

    skyscaper example ( banner )

    Communication mix
    Magazines

    (Vehicles details)

    Kind of magazines: - Women -Feeling (de), ELLE Belge (de), Psychologies (fr), ELLE Belgique (fr) - Lifestyle - We Knack (de), DM Mag (de), Le Vif (fr) - Decoration -Feeling-woning (de), Gal Maison (fr), Art & Dcoration (fr) - Other -Le Ligueur

    Communication mix
    Outdoor

    (Vehicles details)

    - 3 strategic cities - 38 m2 posters - Prestige package

    Communication mix
    Trade fairs

    (Vehicles details)

    Semaine du commerce quitable BIBACs salon Salon du chocolat FEDOBA

    Budget

    Scheduling strategy : pulsing schedule

    Expected Results
    Pre-testing - Check list
    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?

    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 ( ow of visitors) Personnel survey after the fair

    - Assessing the effectiveness of the e-communication


    Facebook and website - Server log les 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 ve communication objectives - Purchase intent
    S(t) = 1.5 + 0.2 x A(t) + 0.8 x S(t-1)

    Thank you for your attention !

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