2. Brand Ideal
What is a Brand Ideal?
A shared goal of improving people’s lives. A
business’ essential reason for being, the higher-
order benefit it brings to the world.
Different Kinds of Brand Ideal
Enabling Connection, Inspiring Exploration,
Evoking Pride, Impacting Society,
and Eliciting Joy.
4. Opened in Dallas, Texas
in 2009.
They focus on providing
artisan-crafted dark
chocolate with unique
ingredients from various
parts of the world to their
consumers.
11. Previous Findings
DSC has participated in multiple events throughout
Texas, however there has been very limited
advertisement about participation.
Events participated:
★ Texas Hill Country Wine and Food Festival (Austin, Texas)
★ Dallas Chocolate Tour (Dallas, Texas)
★ Aspen Food and Wine: Texas Outlaws (Aspen, Colorado)
★ Dallas No Kid Hungry Dinner (Dallas, Texas)
★ Feed the Soil - Feed the Community (Dallas, Texas)
DSC has no clear target audience.
12. 1. Over 11,000 students
a. Hosts a multitude of large-scale events throughout
the year.
2. 40% of students’ income is discretionary.
a. The average student makes about $14,400 per year.
3. The average college student owns 6 digital devices that
they use around 11.4 hours per day.
13. SMU Weddings
★ SMU’s Perkins Chapel will hold over 200 weddings per
year.
○ ⅓ of the couples that get married within Perkins
Chapel are SMU students or alumni.
○ Weddings, reception, and catering are provided
through SMU Catering.
★ Dallas Weddings on average cost between $18,519 and
$30,865.
○ In 2013, within Dallas there were 45,125 weddings
with a market value of $1.3 billion
16. Truly Chocolate Granola
In the past month, students have purchased chocolate
★ Four times and more (35.46%)
★ Twice (21.28%)
4+ times
35.46%
twice
21.28%
Attributes that entices students the most when
purchasing chocolate
★ Taste (79.43%)
★ Brand Name (51.77%)
17. Loco for Cocoa Bar
Who Students Buy Chocolate For
How Students Feel After Purchasing
Their Favorite Chocolate
How Students Feel After Gifting
Chocolate to Someone Else
18. Crack in a Box
Students Who Know
About Dude, Sweet
Chocolate
Students Who Have Visited
Dude, Sweet Chocolate
How Students Heard About
Dude, Sweet Chocolate
21. Crack in a Box
Student’s Likelihood to Buy Chocolate From Her After
Seeing Chef Clapner’s Photo
★ Somewhat likely (29.79%)
★ Very likely (21.99%)
Student’s interest to participate in a chocolate
experiment night with Chef Clapner
★ Somewhat likely (29.50%)
★ Very likely (28.06%)
23. Love Potion #5
Chocolate Sauce
Students Foresee to Spend on Wedding
★ $50,000 and above (25%)
★ $30,000 and above (18.57%)
Students Choosing Their Wedding Chocolate
Great taste (56.83%) Appearance/Presentation (25.18%)
What Students’ Value
★ Knowledgeable Staff (46.38%)
★ Store Layout and Atmosphere (28.99%)
★ Private Space in the Store (23.91%)
24. Objectives
★ To spread brand awareness among Dallas
based residents.
★ Expressing yourself is an example of true
love and individuals are able to reach a
state of pure joy through DSC.
★ DSC becomes synonymous with joy.
29. ★ DSC could provide SMU brides and grooms delicious
dark chocolate concoctions at their receptions.
★ 10% Commission fee to SMU Catering.
★ DSC will have a much greater reach amongst the new
desired target audience, college-aged males and
females.
★ Increase brand awareness by WOM
SMU Catering
31. - a way to interact with consumers
- let customers express themselves creatively
- raise brand awareness, positive brand image
- build relationship with DSC’s existing customers
- recruit new enthusiasts
32.
33.
34. TASTING TRUCK
★ Very popular trend with students and weddings at SMU.
★ Small enough to fit into a single parking space. Smaller
size makes it easier to travel to catering events.
★ Customers can interact through social media.
60. Conclusion
★ DSC will have a stronger brand awareness by targeting SMU
students.
★ Wish Upon a Wedding
★ #Dare2Create
★ With our campaign, DSC will improve upon its brand image, spread
joy to more people, and let more individuals fall in love with their
amazing, creative products.
