This document provides information about Ivory Succour, a new chocolate brand. It summarizes that Ivory Succour will produce premium dark chocolate bars that support responsible cocoa farming and wildlife conservation charities. It aims to target health-conscious professionals earning over £30,000 who care about ethics and sustainability. The document outlines Ivory Succour's marketing strategy, including positioning as an ethical premium brand and using print advertising, television sponsorship, and social media to promote the brand starting in September 2015.

1. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Presented by:
Peter Charters, Lewis Burton, Conor
Chadwick, Jake Parsons, Bryony Finch
and Nicole Gee
Proud to support: Responsible Cocoa and World Wildlife Fund

2. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
• Cocoa loco
• Sustain
• Cocurrent
• Origins
• Ivory Succour
• Wise choice
• Unforgettable
• Unforgettable quality
Brand

3. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015

4. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
USP
• Ethics
- Responsible Cocoa
- WWF
• Bar
- ‘On the go’ range
- Coffee shops
- Supermarkets
- Niche Market
- Wax Stamp

5. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
• Profile:
• Male
• 25-50
• AB socioeconomic group
• Earning upwards of £30,000
• Psychographic:
• Health conscious
• Physically active
• Concerned with the environment
Customer Characteristics

6. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Social Media

7. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
• Wanted to create a premium product with a niche
• 21% of A/B market eat chocolate daily compared to only 10% in group E
(Mintel 2014)
• Wanted to target people passionate about high quality chocolate and
sustainability.
• Dark chocolate chosen opposed to milk or white as it’s healthier. 67% of
our target market are concerned about sugar intake. Compared to only
55% of C1/C2 & 50% of D/E
Why?

8. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Targeting the Health Conscious
• Dark chocolate can have 50% less sugar than milk
• 71% of adult consumers believe companies should do more to reduce
sugar in food and drink products (Mintel 2015)
• Ivory Succour will use natural sweeteners and less saturated fat to create
an overall healthier alternative to what’s already out there
• Growing number of type 2 diabetes and obesity means companies should
act more responsibly and continue to offer commercial yet ethical product
choices

9. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Positioning
• Premium
• Commands a price of £2.25 for 100g bar
• Competitors include Green & Black’s and Lindtt
• Ethical product supporting 2 charities – WWF Save the Elephants and
Cocoa Sustainability
• Sensible yet fun product, designed to appeal to smart, working class
professionals with high disposable income

10. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015

11. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Scheduling
• Release date of the 14th of September
• 2 year gantt chart
• Plan on using a pulse schedule for the 2 year period
• Online presence from 1st of August 2015
• Teaser adverts prior to launch
95% of chocolate consumers consume block chocolate between October and December (Mintel 2014b)

12. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Scheduling – Print Adverts
• Our primary advertising vehicle
• Prior to release will be teaser adverts
• Attempt to create “voluntary word of mouth marketing” (Fill 2011: 47)
• Using it for drip format after release and target impulse purchasers
1 in 3 chocolate consumers eat chocolate to “boost their mood” (Mintel 2014b)

13. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Scheduling – TV Advert and Sponsorship
• Our secondary advertising channels
• Use for the burst elements to target seasonal festivities
• Overlap to increase number exposures around peak periods of the year
“More exposures help us rise above the competitor noise” (Chunawalla 2008: 137)

14. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
• Ofcom said UK adults spend an average of eight hours and 41 minutes a day on a media device (Miller 2014).
• 49% of households own a smartphone (Deloitte 2014) we decided not to create a branded ‘app’ because the
older demographic which make up our target market own fewer phones than younger generations (Statista
2014).
• 73% of UK respondents to Deloitte’s survey had a social media account. For Ivory Succour it is essential to
have a social media presence which is based around consumer interaction rather than sales promotion
activity.
Media Consumption.

15. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
The two media sources that we have chosen to advertise through are: print media and
television advertising.
• Television advertising has a massive reach and specifically targets different consumers
(Yeshin 2011). We will hold two advertisements, one regular 30 second advert and a
shorter 15 second sponsorship of the ‘African Cup of Nations’ football tournament.
• 80% of respondents say they read a newspaper online or in print (Deloitte 2014).
Printed advertising gives high coverage at low cost. –
• We believe that if the readership of our chosen magazines or newspapers match that of
our target market we have achieved efficient targeting.

16. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
(Ofcom - http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-
market-reports/cmr13/tv-audio-visual/uk-2.78 2012)
- Our sponsorship occurs on
the channel ITV4 which has
the right age demographic
that we are targeting
however is more male
orientated than we believe
our customer base will be.
- We will offset this by our
print media and regular
advertisement being more
pleasing for both genders.

17. IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
We thank-you for listening today.
We will be happy to take your
questions now.