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Pitch
1.
2. Problem
Although having a partnership with supermarkets such as Tesco,
ASDA etc. will bring in more money for Thorntons; we believe that
it’s actually destroying the company. We think this because people
will rather go to Tesco and other shops to buy the products for a
cheaper price and convenience. We aim to re-brand Thortons will a
new image that suggests class and specialty. We want the
customers to feel special and exclusive when they shop in
Thorntons. We aim to do this by changing the logo, slogan, colour
scheme, shop layout and adding new chocolates to the range.
3. Ideas
We think that the Thorntons shops are too small, and over-crowded so for example, in
Commercial Road there is a space where Woolworths used to be, and in there, is also a café in
there so we could incorporate this by providing lunch and deserts, so to make it seem more
exclusive. Also, we like the colour scheme, so if we made the shops bigger, the original colour
scheme won’t seem to crowding and dark. Also, we link that the shelves could be lined with silk
to make it seem more luxurious and darker coloured furniture. Along with this, we could have a
mascot which brings customers in from the outside – mainly aimed at children; for example, a
bear or chocolate bar. We could also sell cuddly toys that match the mascot (this will change at
every seasonal holiday). Along with this, we could have tasting opportunities in the shop to let
people know how the chocolate tastes – especially with the new additions. There could also be
reward card, that every time you shop with Thorntons it’s noted and on every 10th visit, you get
a free standard chocolate bar of your choice, this could also be used a membership card that will
provide offers and entries to events. There will be a small charge of £1 for the card.
4. Slogan
Thornton’s previous slogans have been; “Art of the Chocolatier” and
“Chocolate Heaven Since 1911”. In my opinion, these aren’t light-
hearted, appealing or easy to say.
We have come up with a new slogan; “Don’t Resist Temptation”. We
believe that this is appealing and easier on the eye and tongue.
5.
6. Valentine’s Day Logo
We have decided to create a
different logo for each season;
e.g. Christmas, Valentine’s Day,
Halloween, Mother’s Day and
Easter.
These are our ideas for the
Valentine’s Day logo:
11. Events Poster
This is the poster that will
advertise our D.I.Y. events. For each
city, the location and dates will
change, but the layout and design
will remain the same.
We chose to keep it similar the
other print-based advertisements,
so it all links together.
12. In-Shop Leaflet
To advertise Thortons more, we decided to create a leaflet that will
be dropped into the customer’s shopping back and will inform
them of the new look and products; along with classic chocolates
and services.
Front:
Back:
13. Bus-side Advert
To advertise Thortons more, we decided to put advertisements on
the side of buses in Portsmouth. I feel this is a very effective type of
advertising as buses are seen by everyone whether they are
actually traveling on one, or just walking/driving past.
14. Bus Stop & Magazine
Advert
Like the adverts on the side of
buses, we decided to advertise
Thorntons on bus stops as
well. Again, these are seen by
everyone, whether they are
travelling by bus, or
walking/driving past.
This will also be shown in
magazines to promote the
upcoming opening.
15. NSPCC
Thorntons are involved with the NSPCC, so at our event, we
promised that for every 15 sales, we will donate 25% of the profit
towards NSPCC. Along with this, in the shops, there could be a
charge of 5p for every bag and that will go straight to the NSPCC.
With this, we created a logo that represents our link at the events:
