Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Thorntons Communication Plan


Published on

  • Good sharing. Simple but understandable. Thanks.
    Are you sure you want to  Yes  No
    Your message goes here

Thorntons Communication Plan

  1. 1. Thorntons The Art of Chocolatier since 1911 Presented by: Anusha Bhat Mohammad Aladalh Rita Batalha Tina Lai Victor Zhang
  3. 3. Agenda WIN : WIN THORNTONS PUBLICIS Who? » Leader in communications » 5 brands, 1 ambition » Create contagious ideas Why Thorntons? » Can apply the 5 disciplines » Extend best practices to Thorntons stores around the world » Opportunity to use their expertise in B2B Who? » British chocolate company » 400 shops and cafés » Seasonal and boxed chocolates » Premium market Why Publicis? » Give the brand greater relevance » Cohesive position in online and in-store channels » Revitalise the communication
  4. 4. Tg Agenda Thorntons Communication Strategy What they do: » TV Advertisement » Online: SEO, SEM, Affiliates, Display Advertising, Microsites » Offline: Print, PR » Street Marketing Guinness World Record for the largest box of chocolates British Television Advertising Award Online Communication 1 . Online channel represents 4% of total sales 2 . Improvements in website and digital marketing increased conversion rate by 9% Online facts:
  5. 5. Target <ul><li>Who are they: </li></ul><ul><li>» Female/Males, ABCD, all ages </li></ul><ul><li>Why they buy: </li></ul><ul><li>» Need-states: For me, for you, for us </li></ul><ul><ul><li>» More than 50% of consumers buy boxes of chocolates to share with </li></ul></ul><ul><ul><li>friends and family </li></ul></ul><ul><li>» Women especially use chocolate as a way to reward themselves </li></ul><ul><li>Top associations for Thorntons brand: </li></ul>“ Chocolate for me is a nice treat and I buy it not only for myself, but also for my family.” - 25-34 year-old C2DE female Quality Chocolate Expensive Affordable Thorntons Toffee
  6. 6. Trend Cross-channel shopping is a phenomenon that is growing in all age groups Source: Forrester’s Consumer Technografics,2004 * % who respond 4 or 5 on a scale of 1 (strongly disagree) to 5 (strongly agree) ** Forrtester’ North American Consumer Technology Adoption Study 2006 “ I like to research products online and purchase them offline”* More consumers like cross-channel shopping &quot; I like to research products online and purchase them offline&quot; (% who respond 4 or 5 on a scale of 1 (strongly disagree) to 5 (strongly agree) Base: North American Households Source: Forrester's Consumer Technographics 2004 North American Benchmark Study 2004 2006**
  7. 7. Agenda Our Experience CUSTOMERS MARKETERS In-store Experience pleasant; friendly; cosy; most packaging are appealing; affordable; up-market; quality Online Experience old fashion; “It’s not the same company”; perception of low customer retention; promotions; low innovation In-store Experience USP is not immediately visible; luxury; friendly; customer oriented; good; Online Experience “ I didn´t know they have a website!”
  8. 8. Challenge How to communicate effectively with the customers, when there is no unified brand image between in-store and online channels ?
  9. 9. Strategic Plan STRATEGIC PLAN E-CRM Collect customer data Understand needs Communicate effectively Campaign Viral Involve customers Creative idea Reformulate website Re-design / Optimise the access of information Transmit the new positioning of Thorntons Leverage the online channel to fill the gap Build loyalty and customer relationship Revitalise the communication and target all segments
  10. 10. <ul><li>Usability      </li></ul><ul><li>- Simple and perceptible navigation </li></ul><ul><li>- My account is not personalised </li></ul><ul><li>- Online-shop is unattractive and not very functional </li></ul><ul><li>Content      </li></ul><ul><li>- Many highlights may confuse the user </li></ul><ul><li>- Images and content are not appealing </li></ul><ul><li>- Product description is long/dense </li></ul><ul><li>- Range is well presented </li></ul><ul><li>Design      </li></ul><ul><li>- D esign unappealing </li></ul><ul><li>- Lack of innovation </li></ul><ul><li>- Too static – Optimise HTML or use Flash </li></ul><ul><li>Geral      </li></ul>
  11. 11. E-CRM Weak potential Tactical Website / In-stores Cafés / Direct Mail Consumer Data Base Segmentation Process Unique Marketing Profile Measure Results Communication Channels Online/Offline SMS / Mailings POS /Packaging Messages and Incentives Stage One: Collect Data Stage Two: Messages & Incentives
  12. 12. Strategic Plan Stage 1: Collect Data » Generic consumer data E.g. Name, gender, birthday, age » Potential value data E.g. What/When/Why/Where… buy chocolates? » Interaction data E.g. Opening rate, CTR newsletters; number of logins » Preferred channels of contact E.g. E-mail, SMS, social networks Stage 2: Messages and Incentives » Brand related: products, services and news » Festival seasons: Easter, Christmas… » “Right message, right moments”: Birthday, recommendations
  13. 13. Strategic Plan CAMPAIGN Viral Involve customers Creative idea Brand Image and Awareness Improve and renew the brand associations in consumers’ mind To reinforce its position Reduce the dependency on seasonal festivals 2 1 Display Advertising Social Networks In-store TV Advertisement
  14. 14. The Art of Chocolatier Making art is not easy…
  15. 15. SECRETS
  16. 16. COMPLEX
  17. 17. PASSION
  18. 18. Idea The Art of Chocolatier “ Create your own delight chocolate with Thorntons” My In 2011 Thorntons will have completed 100 years of delivering its ART Now they want to challenge customers to show how artistic they can be…
  19. 19. Idea 1. Choose Chocolates 2. Pick a box 3. Make your design 4.Write your message 5.Send your box My Art of Chocolatier My Art of Chocolatier c Classic Dark Collection White Fusion Continental Metropolitan Turkish Delight Fudge Caramel Premium 1.Choose 10 Thorntons chocolates
  20. 20. Idea My Art of Chocolatier My Art of Chocolatier 1. Great! you have your chocolate... “ Mexican Desire” A mixed of luxury and passion RB. 1. Great! You have your chocolate box... 2. Send to your friends 1. Choose Chocolates 2. Pick a box 3. Make your design 4.Write your message 5.Send your box
  21. 21. My Art of Chocolatier “ Mexican Desire” A mixed of luxury and passion RB. But... Can you make a real chocolate? Visit and find out more
  22. 22. My Art of Chocolatier Let’s extend the facebook idea in “ real life ” … How: » A contest where people are challenged to create a new type of chocolate with Thorntons chocolates » In each city a different challenge will be given to the contestants “ enjoy with friends/family” “...for children” “...a romantic moment”
  23. 23. My Art of Chocolatier » In each round a number of finalists will be chosen for a Jury composed by Thorntons team and a special guest in the gastronomy field » The final phase will be held in London where a winner will be chosen by the Jury Prize: » Winner’s chocolate product will be branded and sold in Thorntons stores Nigella Lawson “ Mexican Desire” A mixed of luxury and passion An exclusive of RB Jamie Olivier
  24. 24. Communication Plan My Art of Chocolatier PHASE 1 TEASING GOALS: » Awareness » Registrations » Campaign acceptance » Word-of-mouth GOALS: » Awareness; Word-of-mouth » Interaction in social media E.g. posts/comments/fans » Increase registers/visits on the website » Generate/increase purchase DISPLAY ADVERTISING SOCIAL NETWORKING IN-STORE PHASE 2 ONGOING TV ADVERTISEMENT
  25. 25. Communication Plan In-Store Display Advert. Social Network TV Advert. In-store: » Distribution of flyers » Staff can promote the campaign and encourage customers to apply Display Advertising: » Websites with high traffic » Theme Sites: Sites with high affinity to the target » Online Formats: Rich media with high impact Banner Mrec Peel back
  26. 26. Communication Plan In-Store TV Advert. Social Network. TV Advert. Social Networking: » “Viral effect” Users post their videos on facebook and share with friends + » All videos from the contest are placed on the Thorntons YouTube channel and facebook page » We want Facebook Application Explain the contest Show latest participation Fans, posts, TALK
  27. 27. Conclusions Opening Closing Persuading    How to face the challenge? Communicate effectively with the customers, when there is no unified brand image between in-store and online Re-design: bring premium look & feel to the website E-CRM: define unique marketing profile to deliver an effective communication “ My Art of Chocolatier”: a contagious idea to revitalise the communication, involve customers and engage especially a younger segment Brand Awareness Customer Interaction Innovation Loyalty through customer relationship Target new customers
  28. 28. Thank you.