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
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...