Ghirardelli
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Strategic campaign for Ghiradelli chocolate.
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Ghirardelli
- 1. Khalil Grant Anthony Jones Hannah Levy Erin Wallace
- 2. Current Situation● Pricier than other baking chocolates ● Better quality than competitors ○ Uses Premium ingredients ● Blends in with other products on shelves ● 72% of consumers will pay more for “Made with” Ghirardelli items ● In-House Manufacturing
- 3. ● White collar women and men ● Ages 29-45 ● Upper middle class ● Disposable income ● Social/family oriented ● Seek new experiences/travelers ● People who “care” ● High standards Target Audience
- 4. ● Lives in Fairfield, Connecticut with her family (2 young kids, husband of 8 yrs.) ● Works in HR at local hospital ● YouTube stage mom generation ○ Aspires to have at least one video of her kids go viral ● Always skimming blogs and pinterest for the next greatest food/parenthood/life hack ● Forever trying to win over her mother-in-law ● Squeezes in date nights with her husband whenever possible Meet Emily
- 5. Strengths: ● Unique Manufacturing Process ● Quality Taste and Packaging ○ Higher percentage Cacao ● High brand loyalty Weakness: ● Pricier than competitors ● Not as strong of a presence ● Doesn’t stand out on shelves ● Less accessible than some competitors Opportunities: ● Increase awareness ○ Visually in stores ● Inspire consumers to want better quality chocolate every time ● Expand out of grocery stores Threats: ● Prices may rise with quality ingredients ● Competitors ○ Hersheys ○ Nestle ○ Godiva ● Calorie conscious consumers S.W.O.T. Analysis
- 6. New Strategy Increase awareness by expanding out of grocery stores, partnering up with other retailers and utilize the “Sell, Dwell, Yell” tactics to prove that Ghirardelli makes the moment special.
- 7. Gain Awareness ○ Advertise more creatively ○ Separate them from the other brands ○ Partner with retailers ■ Making them more accessible Inspire Customers to choose Ghirardelli ○ Educate them with marketing displays New Strategy Create New Partnerships ● (ex: Melting Pot) ○ Making those special evenings more special Expand Outside the Grocery Store ○ Floral Shops ○ Wine Stores
- 10. Manifesto At Ghirardelli, special has always been our standard. That’s why our premium chocolate is unique, from bean to bar. Because we believe that every moment is special. From the everyday moments, to the most luxurious occasions, our promise to you is that Ghiradelli makes the moment special.
- 11. Creati veTest Drive Area ● Front of Bakery aisle ● Sample Hot Chocolate ● Video display showing how the chocolate is made ● Customers can Sample and then Buy
- 13. Storyboa rd
- 14. New Product● Ghirardelli Special Occasion Kits ● For holidays, celebrations, or simply just because ● Kits include a recipe and supplies to make different treats with Ghirardelli chocolate ○ Date Night Kit: Chocolate truffles ○ Winter Holiday Kit: Peppermint bark ○ Girl’s Night: Fudge ○ Valentine’s Day: Chocolate covered strawberries ○ Rainy Day: Chocolate lollipops ● Kit would have a see-through lid and tied off with a bow
Editor's Notes
- Create New Planogram Increase awareness Visually in stores Inspire consumers to want better quality chocolate every time Expand into city retailers
- Create Planogram
- new marketing in aisles (expand on planogram) P.O.P. Marketing - TV (Making Process) - Create Visual Try to make a fancy looking display stand for product which would be located (in the baking aisle, near flowers, near wine, near cards aisle) Completed: Test Drive Area (Hot Chocolate) Located at the front of the baking aisle where this product can be found
- Interactive Recipe Book Display (Optional!!!) Located in the actual aisle with the product so they can find their recipe and immediately grab the product they need
- Make a storyboard, (Landscape style). Storyboard should show images that compliment our idea of Ghirardelli imposing on unknowing consumers and making their picnic, dinner, moment, etc “More Special” …. This will be a Ghirardelli Ad, BUT it will have an appearance that a consumer created it and posted it. This will be posted to YouTube and shared on Social Media Site (Not TV) Also, I want to think of another way of describing this other than “Date Crashing” We are “Improving” their moment, so we need to make it sound that way too
- Partnering with other products Date Night Kits Packages with flavor mix-ins Strawberries with a bag of chocolate for dipping Etc...