Lotte Confectionery is the first company founded by Shin Kyuk-ho in the Lotte family of companies. Its emblem represents love, liberty, and life. Lotte's vision is to be Asia's number 1 confectionery company by 2018, focusing on basic thinking, behavior, and products. It produces gums, candies, and snacks such as coffee bite, lacto king, caramilk, eclairs, and choco pie. The document provides recommendations to strengthen Lotte's brand in India, including using endorsement branding, introducing sub-brands and a mascot, updating its logo and slogans, expanding into new customer segments like youth, and employing promotional strategies on social media and with Bol

2.  Lotte Confectionery is the first Company of the Lotte family of
Companies founded by Mr Shin Kyuk-ho.
 Lotte Emblem: Three L’s stands for
 Love
 Liberty
 Life
 Philosophy and Idealism: A dream of a world full of love where
people care for each other and respect each other’s thoughts.
 2018 Vision: Asia’s No. 1 Confectionery company.
 Basic thinking, basic behavior and 2C product.

3.  GUMS
 Booproo
 Spout
 CANDY
 Coffee bite
 Lacto king
 Caramilk
 Eclairs
 SNACKS
 Choco pie

4. 1. Endorsement branding: Lotte being the parent brand can endorse its
three brands individually thereby strengthening its corporate image
and giving credibility to the endorsed sub-brand in the eyes of
consumers.
2. Sub- brand : Lotte being a Flanker brand can introduce a new brand
like healthy and energetic drink under the product brand : Drinks. This
would generate space for entering into a new consumer segment i.e.
youth and young working class.
3. Mascot : A new and different person/ graphic/animated creature
should be introduced so that people can recognize and associate the
brand Lotte with its products.
4. Logo and Tagline/slogan: The Lotte logo which emphasizes on 3 L’s
can be presented with a catchphrase like “ LOT LIKE LOVE”.
5. New customer segment: Lotte can enter into a new customer segment
like Youth working class for its new brand Drinks and increase its
reach into market as the focus is always on children.
6. Lotte Chime: A new chime like” Here comes Lotte, grab the bite and
mesmerize into a new world” should be introduced with the Ad
attracting more consumers.

5. 7. Promotional strategies: A differentiated ad-campaign can be run
featuring Lotte’s choco pie stressing on its added features , taste and
quality. A varied campaign can be produced in villages for showing the
children Lotte’s products and how they are healthy and can be easily
bought.
8. Social media and Bollywood: A new Facebook page featuring different
deals, attractive discounts and competitions can be held to attract more
public and endorsing the parent brand. Bollywood actors can be
featured in the ads showing the added features and help to recognize
and connect with the brand.
8. Brand associations: Lotte should associate and co-brand with a
brand that has a strong presence in India and which would also increase
its image into the mind of consumers.

6. THANK
YOU
PRESENTED BY
SURABHI SAMTANI