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Brand Mapping Chocolate Bars

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Brand Mapping Chocolate Bars

  1. 1. What do these have in common?
  2. 2. Answer: •  Top  3  addic*ons  to  Brits  under  30,  according   to  a  study  in  a  Telegraph  Online  ar8cle  from   February  2009.   •  Note:  The  Bri8sh  are  the  biggest  consumers  of   chocolate  in  Europe,  ea8ng  10kg  (24  pounds)   of  chocolate  a  year  -­‐  nearly  twice  the   European  average  (just-­‐food.com,  December  2004)  
  3. 3. Brand Mapping Chocolate Bars By Jenny Hartung
  4. 4. Chocolate Bars Studied •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  5. 5. What need does chocolate fill? 1.  Indulgence    flavor,  creaminess,  earth  friendly   2.  Gi6    great  packaging,  earth  friendly   3.  Fill  a  Craving      price  or  flavor   4.  Treat    price  or  flavor  
  6. 6. Factors Mapped •  Price   •  Masculinity/Femininity   •  Indulgence   •  Gi]ability   •  Age  of  first  consump8on   •  Convenience   •  Earth  Friendliness   •  Creaminess   •  Image  of  Friendliness  
  7. 7. Sainsburys  30p   Cadbury  80p   Milka  97p   Tolberone  99p   Nestle  £1   Galaxy  £1.08   Divine  £1.29   RiTer  Sport  £1.29   Lindt  £1.79   Green  &  Black  £1.88   Willie’s  £3.74   Rococo  £5   Seeds  of  Change  £1.99   Montezuma  £2.29   Median  £1.29   Mode  £1.29   Average  £1.74   Prices per 100g
  8. 8. Price  in  £  per  100g  of  Chocolate  Bars   Average! Median /Mode!
  9. 9. Upmarket   Downmarket   Masculine   Feminine   S C M T N G D RS   LG&   W R SM Masculinity /Femininity
  10. 10. Most Masculine •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  11. 11. Most Feminine •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  12. 12. Upmarket   Downmarket   Everyday   Indulgent   S T G D RS   LG&   W R S M C M N Level of Indulgence
  13. 13. Most Indulgent •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  14. 14. Upmarket   Downmarket   Everyday   Gi6ability   S TG D RS   LG&   W R SM C M N Giftabiltiy
  15. 15. Most Giftable •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  16. 16. Upmarket   Downmarket   Younger   More   Mature   S TG D RS   LG&   W R SM C MN Age of First Consumption
  17. 17. Youngest Market •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  18. 18. More Mature Market •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  19. 19. Upmarket   Downmarket   Convenience   Less   Convenient   S TG D RS   LG&   W R S M C M N Convenience
  20. 20. Upmarket   Downmarket   Standard   Earth  Friendly   S T G D RS   L G&   W R SM C M N Earth Friendliness
  21. 21. Upmarket   Downmarket   Less   Creamy   Image   More  Creamy   Image   S T GD RS   LG&   W R SM C MN Creaminess Image
  22. 22. Most Creamy Image •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  23. 23. Upmarket   Downmarket   Less   Friendly   More  friendly   S T G D RS   LG&   W R S M C MN Image of Friendliness
  24. 24. Most Friendly Image •  Sainsbury’s   •  Cadbury   •  Milka   •  Toblerone   •  Nestle   •  Galaxy   •  Divine   •  RiTer  Sport   •  Lindt   •  Green  &  Blacks   •  Seeds  of  Change   •  Montezuma   •  Willie’s   •  Rococo  
  25. 25. Brand Leader Award Goes to…
  26. 26. •  Dominates  the  most  sought-­‐a]er   posi8ons  in  most  categories  across   the  market   •  PURPLE •  The  logo  font  looks creamy •  Long  history  in  the  UK   •  Morally  high  standards/Fairtrade   •  Easy  to  find   •  …it’s  FUN,  a  bit  indulgent,  friendly  and   a  special  treat!   •  It’s  even  fun  to  say  out  loud!   Cadbury is…
  27. 27. A Brand on the move…
  28. 28. Cadbury Migrating Toward Earth Friendliness •  2007  -­‐  Launch  Purple  Goes  Green  -­‐  sehng  out   Cadbury's  efforts  to  shrink  its  carbon  footprint   and  tackle  climate  change   •  2008  –  Create  the  Cadbury  Cocoa  Partnership   –  Aiming  to  help  secure  the  economic,  social  and   environmental  sustainability  of  one  million  cocoa   farmers  and  their  community   –  10  year  commitment   –  £45  million  investment   •  July  2009,  Dairy  Milk  bar  is  Fairtrade  
  29. 29. Design Strategy Blue/green  lines  that  wrap  in  a  circle  around  the  chocolate  bar   wrapper,  both  symbolize  and  highlight  their  commitment  to   the  movement.  

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