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Consumer Behavior- Heineken

Extracts from this document...

Introduction

Table of Content 1. Brief analysis of the current communications mix for Lindt ...............................1 1.1 History of Lindt .............................................................................................1 1.2 Communication mix ........................................................................................1 1.3 Lindt SWOT ................................................................................................4 2. Lindt Excellence Marketing Communication Campaign ...................................5 2.1 Context Analysis ...........................................................................................5 2.1.1 Lindt Excellence background .....................................................................5 2.1.2 Customer analysis ..................................................................................5 2.1.3 Business analysis ...................................................................................6 2.1.3.1 Competitors analysis ........................................................................6 2.1.3.2 Current communication Mix ...............................................................7 2.2 Communication objective ................................................................................8 2.3 Marketing communication strategy .....................................................................9 2.4 Coordinated promotional mix ..........................................................................10 2.4.1 Public Relations ...................................................................................10 2.4.2 Advertising ........................................................................................12 2.4.3 Sales promotions...................................................................................23 2.5 Scheduling and implementation ........................................................................26 2.6 Resource: Budget planning .............................................................................27 2.7 Evaluation and feedback ................................................................................29 3. Conclusion ..........................................................................................29 4. Appendix ...........................................................................................30 5. Bibliography .......................................................................................44 1. Brief analysis of the current communications mix for Lindt 1.1 History of Lindt Lindt is an internationally operating, premium quality chocolate brand, founded in 1845. By 1915 the company was exporting its chocolates to 20 countries around the world and by 1994 had become an internationally successful business. Today, with its head offices in Switzerland, it has production companies and offices in many countries throughout the world (Lindt 2009). 1.2 Communication mix Product- Lindt is an international company, known as a market leader for producing premium quality chocolate. In terms of Lindt's U.K. market execution, they operate in six major product categories: * Lindor (smooth melting chocolate)- Lindor milk, Lindor assorted, Lindor 60% cocoa, Lindor dark orange, Lindor bag (variety), Lindor valentine (seasonal product with variety), Lindor gift box. * Excellence (the ultimate finesse in solid chocolate- perfect combination of finest ingredients into thin shape) Excellence 70% Excellence 85% Excellence extra creamy Excellence orange intense Excellence chilli Excellence mint intense Excellence coffee intense Excellence crunchy caramel * Swiss tradition (boxes with a variety of chocolate delicacies) Dark collection Caramel collection * Gold bunny/Easter (seasonally sold chocolate -dressed in gold and crowned by the golden bell) Easter egg Plush gold bunny Lindor minis egg * Gold reindeer/Christmas (seasonally sold chocolate- setting a festive mood) ...read more.

Middle

and the picture of a cocoa bean will be used consistently to link all the aspects together and create an impact towards the target audience. Media * Television Because of the impact that television can generate (Fill 2009) it is an optimal medium to convey the emotional appeal of the message. The message will be conveyed through scenes that illustrate each emotion and benefit that the product brings (happiness, opportunities, quality and taste), finishing with the source of these benefits: the high content of cocoa. At the end of the advert the product itself will be shown along with a close-up of the "Lindt for Life" logo on the packaging and the website address of the campaign. Picture 1: TVC * Magazine As one of the most important and beneficial medium amongst the whole set of traditional media, print media continues to provide a competitive edge to companies who utilise it. This media, through its different forms, provides a segmented, niche, distinctively targeted scope of advertising (Katz 2007). As a form of printed media, magazines are very efficient in delivering the required message as images and the written word can be used to explain the message of the campaign (Fill 2009). In the magazines the written word will be specifically used to explain the company objective of improving the life of the farmers and their families, i.e.: "Lind for Life" and how the company aims to set a precedent in the chocolate industry and other industries in order to create a better future for all. Furthermore technical information about the "Lind for Life" will be stated in order to clarify the campaign and create credibility, for example how the money is invested in Ghana. In this way, through 'Excellence', the company will be seen as an ethical and fair company aligning itself in the ethical movement, which is especially important for the Excellence target audience. ...read more.

Conclusion

Chocolate, Dark Chocolate with Fruit and Nut, Divine 70% Dark and Milk Chocolate Bars, 70% Dark Chocolate 14g bars, Dark Chocolate with Raspberries, Milk Butterscotch Price range �1.48~�1.63 100g (it depends) Premium price- 100g bars - any 4 for �9; any 8 for �16 �3.95~�32.50 (it depends) Chocolate Bar 100g price range from �1.49~�1.69 Place Beverage retailer stores(Whittards), Supermarkets(Tesco, Sainsburys, Morrisons, Asda, Waitrose), Department stores(Selfridges, Harrods), Petrol stations Its own stores, website, supermarkets, department stores,etc. 33 retail shops around the UK, a transactional website and a mail order catalogue Larger retailer and suppliers(Sainsbury, Waitrose, Traidcraft, etc.), website Promotion Advertising(TV, magazine..etc), Invite Roger Federer to be the global ambassador, Launch "Ginger" version chocolate for British taste Direct marketing (Customize services- pick up the product by different factors), Customer retention and acquisition campaigns, Direct mail promotions, Brand awareness and much more "Chocolate Makes the World go Round" event, Sponsorship, Advertising, Social media through YouTube Corporate social responsibility(CSR) Environmental concerns in decision making process. Respect and responsible for the needs of the communities. Packaging (bar wrappers are made from a minimum of 70% FSC certified material-100% recyclable and use water based inks. Forest Stewardship Council (FSC) Certified = Materials will come from forests that are managed in a socially and environmentally responsible way.), Fair-trade Fairtrade (Lindt 2009) (Green and Black 2008) (Hotel Chocolat [no date]) (Divine 2007) (Redorbit 2008) Appendix 4 Place -- Lindt Excellence chocolate Shop Flavor Tesco Sainsbury's Morrisons Asda Waitrose Whittards Selfridges Harrods Petrol stations 70% ? ? ? ? ? ? ? ? ? 85% ? ? ? ? ? ? ? ? ? Orange Intense ? ? ? ? ? ? ? Mint Intense ? ? ? ? ? Coffee Intense ? ? ? ? ? ? Chilli ? ? ? ? ? Extra Creamy ? ? ? ? ? ? ? ? ? Crunchy Creamy ? ? Mint Intense ? ? Orange Intense ? ? Extra Creamy ? ? (Lidnt 2009) Appendix 5 Media timetable of Lindt Excellence marketing campaign 5. ...read more.

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