2. Key Facts
• Amber Lyn has an extremely high
repurchase rate as well as high brand
loyalty.
• Advertising has been described as virtually
nonexistent
• Currently 60% of sales come through the
road shows

3. Strengths
• Flavor of the
product
• No Sugar
• 3 Net Carbs
• Wide Product
Line
Weaknesses
• Higher prices
• Awareness is
extremely low
• No Advertising
thus far

4. Opportunities
• Now implementing
an advertising
budget
• The chance to
change chocolate
consumer’s minds
about sugar-free
chocolate
Threats
• Chocolate is a
saturated market
• Larger competitors
such as Russell
Stover also offer
sugar free products
• Negative
connotation with
phrase “sugar-free”

5. Advertising Opportunity
Product Factors
Delicious sugar free, low carb chocolate
Wide variety of chocolate products

6. Advertising Opportunity
Market Factors
Negative connotation with phrase “sugar-
free,” possible to use this to our advantage
Chocolate demand is always high, no matter
the economy

7. Advertising Opportunity
Company Factors
$500,000 budget, $40,000 for production
Everything in the campaign is well within
Amber Lyn’s capabilities

8. Marketing Objective
• Create first trial among chocolate
consumers by convincing consumers that
they no longer need to give up flavor for
health.
• Move the company sales from road shows
to online and retail stores.

9. Marketing Objective (cont.)
• Focus on creating an online social media
presence to drive end consumer demand
up. This will mostly be a “pull” strategy,
the end goal is to increase B2B sales by
creating end consumer demand.

10. Competition
• Direct Competition:
o Russell Stover
• Indirect Competition:
o Godiva
All chocolate companies, with a focus on
other sugar-free brands

11. Demographic / Target Market
• Income: $50,000+
• Focus in the following major cities:
o Los Angeles, CA
o Seattle, WA
o Salt Lake City, UT
Ideal Customer
Demographic:
Female
Age 25 – 55
Middle to upper class income
Has a family
Geographic:
Urban cities
Psychographic:
Currently eats/purchases chocolate
Concerned with eating healthy
Emphasis on staying fit

12. Promise
Amber Lyn is the best tasting sugar free
chocolate on the market today.
Reasons Why
Amber Lyn is made from fine Belgian
chocolate and sweetened with Maltitol,
which is 90% as sweet as sugar

13. L.S. Hierarchy
Purchase
Conviction
Preference
Liking
Knowledge
Awareness

14. Awareness
Awareness- At this point most chocolate
consumers are unaware that Amber Lyn even
exists. Our first and foremost goal is to
increase exposure and awareness through a
social media presence, online advertising,
and some traditional media.

15. Integrated Marketing Communication
Planning Process

16. Competitive Users
We must focus on targeting those who
already purchase chocolate. Amber Lyn is a
niche company and has a very unique value
proposition. Because of their unique niche,
Amber Lyn has a very high repurchase rate
and very high brand loyalty.

17. First Trial
Most of the Sales Promotions and Advertising
Campaign will be focused on creating first
trial among chocolate consumers.

18. Positioning
Providing Premium Chocolate at Moderate
Prices

19. The Product Life Cycle
Characteristics
• Introductory Stage of the PLC.
• Low sales volume
• Amber Lyn has wide product variety for
Introductory stage
Strategic Focus
• Expansion of market
• Gain marketing experience
• Emphasis on product awareness
• Increase distribution mediums

20. Research

21. Test Markets
Seattle Los Angeles Salt Lake City
Reasons Why
• Amber Lyn already has a presence in Salt
Lake City as well as California. The West
coast is known for being a “trend setter”
• We picked Seattle and L.A. to better reach
our target market

22. Target Market
• Women age 25-55
• Income: $50,000+
• Test Markets in the following major cities:
• Los Angeles, CA
• Seattle, WA
• Cities where Amber Lyn is currently
distributed

23. Research Facts
• Los Angeles:
o 2nd largest city in the United States (Population density
8,092/sq mi)
o Female population - 1,903,557
o On the leading edge of several growth industries.
o 50% of population makes $50,000+
• Seattle:
o 22nd largest city in the United States (Population density
7,402/sq mi)
o Female Population - 304,630
o Culture rich city
o Largest city in Pacific Northwest

24. Research Facts (Cont.)
•91% of females consume chocolate
products.
•Chocolate sales were $19.5 billion last
year in the United States, and are
expected to rise 6.6%
•United States accounts for 20.19% of
cocoa consumption.

25. Primary Research
• Qualtrics Survey (n=32); Women
• Findings:
o Validated company's demographic.
o 75% of respondents feel guilty when eating
chocolate

26. Secondary Research
• Low carbohydrate claims affect on consumer
perceptions about food products'
healthfulness for weight management.
o Those who saw the products with low-
carbohydrate claims also rated it as more
healthful than those who saw no claim.

27. Creative

28. Existing Logo
Survey Suggests:
• Cluttered
• Too Long/Narrow
• Cocoa Bean Icon Difficult to Distinguish
• Appears Old Fashioned/Dated
• Not Unique/Interesting to Use as Branding Icon

29. Logo Redesign
New Features:
• Simple Redesign
—Keeps Integrity
• Features Cocoa Bean Icon
• Clear Text
• Border Completes Look
• Gradient Combines Feeling of
Quality (Gold) and
Richness of Chocolate (Brown)
Survey Results:
• 76% of respondents
preferred our
redesigned logo (n=50)
“Professional, Clean,
Easier to Read”

30. Guilt Free Tagline
Data Suggests:
• “Sugar Free” has Negative
Connotation
• Consumer Aversion—
“Tastes Bad”
“I Don’t Like Chemicals”
“More Expensive”
“Never Tried it, Suspicious”
Source: Team Survey on Chocolate Consumption
Amber Lyn Guilt Free Premium Belgian Chocolate
Replacing SUGAR FREE
with GUILT FREE:
• Creates New Spin
• Plays into Guilt Expressed by
Survey Results

31. Creative Strategy
• Promise
– Amber Lyn is the best tasting, guilt free chocolate on the
market today. With Amber Lyn’s unique Belgian
chocolate recipe, you will never have to sacrifice flavor
for health.
• Reasons Why
– Amber Lyn chocolate’s taste comes from the use of
Belgian chocolate and no artificial ingredients. Amber
Lyn provides delicious sugar-free chocolate with only 3
net carbs.
• Legals/ Givens
– Unable to use the phrases “all natural” or “low carb”
– Not the ONLY chocolate with 3 net carbs

32. Creative Platform
The Senses Campaign
Conveying our Message Through Net Carbs
Why?
• People view low-carb foods as more
healthful than those without a claim.
Goal:
Portray the Experience of Eating
Amber Lyn Chocolate through
various senses and lifestyle
situations.
Extendable Campaign Using Different:
Senses
Lifestyles
Situations
Source: http://www.ncbi.nlm.nih.gov/pubmed/20828665

33. Reasons Why
Focuses on the value proposition:
• benefits of health
• benefits of the flavor
Integration:
• Creative Campaign + Packaging Change

34. Creative
Print Advertisements

39. Creative
Web Applications

40. The Senses Campaign ads are transferrable to
online media in the form of :
• Banner Ads/Leaderboards
• Skyscrapers
• Billboards
• Etc.

41. Production

42. Creative
Storyboards

43. Woman rolls out yoga mat with
Amber Lyn Bar in middle
**It is completely silent in the
room, besides SFX for yoga mat
rolling out and hitting the hard
wood floor
**Camera follows yoga mat as it
rolls out, once it gets to the Amber
Lyn chocolate bar in the middle of
the mat it starts panning out
Woman takes a bite of Amber Lyn
Chocolate
**SFX wrapper crinkling when she
unwraps chocolate and crackling
noise as she takes bite
**Camera is still while she picks up
the chocolate. She unwraps it and
starts eating, camera slowly zooms in
towards her face eating the
chocolate
2 sec 3 sec

44. 1 sec 3 sec
Woman finishes eating the
chocolate, flashes
confident smile and is
ready for Yoga routine
**SFX calm yoga music
starts
**Camera is still focused on
her facial expressions, then
is slowly zooming out so
you can see her entire body
Woman goes into
Forearm Standing
Scorpion
**SFX upbeat yoga music
**Camera still as she
moves from standing
into her pose
**The narrator is cued
on and says “this is what
3 net carbs look like.
**3 net carbs fades in
3 net
carbs

45. 3 sec 4 sec
Woman bicycles her leg
through and transitions
into Royal Pigeon Pose
**SFX upbeat yoga music
**Camera rotates around
her slowly
**No Sugar dissolves in,
float slightly from left to
upper middle
Woman then lowers legs to
the ground and strikes
monkey pose
**SFX upbeat yoga music
**Guilt Free dissolves in and
floats slightly from left to
right
**Camera follows her hands
in an upward direction and
dissolves into next scene
No
Sugar
Guilt
Free

46. Continuous shot 5 sec
Camera Fades into
Chocolate pouring
zoomed in
Narrator: No bad karma
here…
As the camera slowly
zooms out there is an
outline of a truffle
forming from the
chocolate pour
Narrator: Amber Lyn is made
with Premium Belgian
Chocolate. With only 3 net
carbs, and no sugar…

47. Continued 4 seconds 2 sec
**Camera zooms in from her entire
body to just her face as she takes a
bite of AmberLyn chocolate. She
closes her eyes with content
**SFX yoga music fades away
Narrator: Find Your Center.
Camera continues to zoom out
as a variety of Amber Lyn
products rise from the
chocolate
**Narrator: Amber Lyn is the
richest, guilt free chocolate
across the mat.
**Camera pans down following
the flow of pouring chocolate
and dissolves to next scene

48. Final Slide Dissolves in
Narrator: Amber Lyn… guilt free chocolate
3 seconds

49. Storyboard #2 massage
Camera slowly pans right, following
the curve of her spine.
(Spa Music playing in background)
Narrator: This is what 3 net carbs
feel like.
**”3 net Carbs” dissolves in and
floats
”No Sugar” dissolves in and
floats
Camera slowly swivels to show
her face
Continuous shot 7 seconds
3 Net Carbs No Sugar

50. Shot continued 3 seconds 2 sec
Her face shows pure bliss
Scenery shows candles and the
color scheme of the room
matches Amber Lyn’s colors
Camera backs out and dissolves
into next scene
Camera Fades into
Chocolate pouring zoomed
in
Narrator: Let the stress
melt away..

51. Continuous shot 7 seconds
As the camera slowly zooms
out there is an outline of a
truffle forming from the
chocolate pour
Narrator: Amber Lyn is made
with Premium Belgian
Chocolate. With only 3 net
carbs, and no sugar…
Camera continues to zoom
out as a variety of Amber
Lyn products rise from the
chocolate
**Narrator: Amber Lyn is
the richest, guilt free
chocolate from head to toe.
**Camera pans down
following the flow of
pouring chocolate and
dissolves into next scene.

52. 3 sec. 5 sec.
Hand Reaches over as she
takes a bite of the truffle
Camera switches to a close up
of her face as she eats the
truffle
Her face shows pure bliss
Narrator: Relax and Indulge
“Guilt Free” dissolves in and
floats
Guilt
Free

53. Final Slide Dissolves in
Narrator: Amber Lyn… guilt free chocolate
3 sec.

54. Production Cost
• Video:
– $35,000
• Yoga Specialist
• Studio Rental
• Green Screen Studio Rental
– $5,000
• Voice Editing
• Video Production
• Voice Over
• Magazine:
– $5,000

55. Media

56. Media Objectives
Reach vs Frequency
The goal of this campaign is to increase
awareness. This is done by focusing on reach
and total impressions

57. Media Chosen
• MASS
– Seattle Magazine
• ONLINE
– Los Angeles Magazine
eNewsletters
• Shop
• Dine
– Seattle Magazine eNewsletter
• Shop
– Facebook
– YouTube/AdWords
– Spotify
– Pinterest (non paid)
– Twitter (non paid)

58. ADVANTAGES OF MEDIA CHOSEN

59. Seattle Magazine
Who they are…
• FEMALE: 64%
• AVERAGE AGE: 43
• AFFLUENT
• WELL EDUCATED
• LOYAL READERS
What they like to do…
• BEAUTY
• TRAVEL
• CULTURE & ARTS
Source: Seattle Magazine Media Kit

60. Seattle Magazine- Print

61. Seattle Magazine- eNewsletters
E-NEWS: SHOPPING AROUND
• Sent out every Friday
• Over 21,739 subscribers.
• Banner Ads

62. Los Angeles Magazine
Who they are…
• 81% ARE AGES 18-64
• 53% ARE FEMALE
• EDUCATED & INFLUENTIAL
• AFFLUENT
• ENGAGED
What they like to do…
• LUXURY SHOPPERS
• TRAVELERS
• ACTIVE
Source: LA Mag Media Media Kit

63. Los Angeles Magazine
Extremely Influential Audience

64. Los Angeles Magazine - eNewsletters
• Stats
– Over 35,000 subscribers.
– Banner Ads
– Open Rate 21%
– Click Rate 11%
• Shop Newsletter
• Dining Newsletter

65. YouTube
• Targeted
• Ads
– Shown on YouTube and
network of Google video
– Multiple impressions per
ad
– Only pay when watched
• Can be used to
encourage viral video
• Amber Lyn YouTube
Channel

67. Spotify
• Targeted
• Growing
• Variety of ads
– Audio
– Visual
– Billboard
– Video
• Lower cost
– About $15 CPM
• Impressions

68. Spotify Homepage Takeover
Clickable area that would take the user
to a landing page

69. Spotify Billboard

70. Spotify Skyscraper

71. Spotify Bottom Leaderboard

72. Facebook
• Highly targeted ads
• Extremely low CPM of
about $5
• Can be used to encourage
greater follower base
• Can be used for
promotions
• Is linked to Twitter
• May soon be using
hashtags

74. BUDGET DISTRIBUTION

75. 27%
73%
Distribution of Total Budget
Mass
Online
Media Budget = $300,000

76. $-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May
Allocation of Budget for One Year
Online
Mass
Media Budget = $300,000

77. Low High
Low High
Budget

78. 30%
25%19%
4%
14%
8%
Distribution of Online Budget
Spotify
YouTube
Facebook Advertising
SM E-Newsletter
LA Mag NL- Shop
LA Mag NL- Dining
Online Media = $218,100

79. IMPRESSIONS

80. 11%
25%
15%
45%
1% 2% 1%
Percent of Impressions for One Year
Seattle Magazine
Spotify
YouTube
Facebook Advertising
SM E-Newsletter
LA Mag NL- Shop
LA Mag NL- Dining
Total= 17,667,000

81. 0
500000
1000000
1500000
2000000
2500000
3000000
Expected Number of Monthly Impressions
Impressions
Total = 17,667,000

82. Low High
Impressions

83. SOCIAL MEDIA RECOMMENDATIONS

84. January February March April
Content
Creation
Ideas
Trade Show/Festivals
Cravers Club loyalty
Couponing in
store
Couponing online
Cravers Club
loyalty
Coupon in store
Coupon online
Road Show
Cravers Club
Road Show
Trade
Show/Festivals
Cravers Club
May October November December
Content
Creation
Ideas
Couponing in Store
Road Show
Cravers Club loyalty
Pink Wrapper
Product
Partnership/bundl
ing
Cravers Club
Couponing online
Couponing in store
Send to a Friend
Product
Partnership/bundli
ng
Cravers Club
Couponing online
Couponing in
store
Send to a Friend
Cravers Club

85. MEASUREMENT

86. Plan
• Identify key performance indicators
• Establish baseline KPI’s
• Identify performance over campaign

87. Key Performance Indicators
YouTube
• Video views
• Unique visitors
• Subscribers
• Shares
• Click through rates of ads
• Traffic to website from ads
Facebook
• Number of fans
• Comments
• Likes
– Posts
– Page
• Shares
• Website visits from
Facebook ads

88. Key Performance Indicators
• Spotify
– Click through rates of
ads
• Pinterest
– Number of followers
overall
– Number of followers of
boards
– Number of comments
– Number of likes
• Los Angeles- eNewsletter
– Sales online from the
area
– Traffic to website from
the ads in the
newsletters

89. Key Performance Indicators
Seattle- Print
• Sales from retailers in the
area
• Sales online sales from the
area
Seattle- eNewsletter
• Sales online from the area
• Traffic to website from the
ads in the newsletters

90. KPI Performance
Baseline
• June
– Facebook
• September
– Facebook
– Pinterest
– YouTube
Performance
• November
– All Media
• February
– All Media
• April
– All Media
• May
– All Media

91. Goals
November February April May
YouTube 5% increase in
KPI’s
10% increase in
KPI’s
5% increase in
KPI’s
5% increase in
KPI’s
Facebook 5% increase in
KPI’s
10% increase in
KPI’s
5% increase in
KPI’s
5% increase in
KPI’s
Pinterest 5% increase in
KPI’s
5% increase in
KPI’s
5% increase in
KPI’s
5% increase in
KPI’s
Spotify 2% increase in
KPI’s
3% Increase in
KPI’s
2% increase in
KPI’s
2% increase in
KPI’s
eNewsletters 2% increase in
KPI’s
3% increase in
KPI’s
2% increase in
KPI’s
2% increase in
KPI’s

92. Sales & Promotion

93. Promotional Objectives
• Increase sales by attracting new customers
into trial
• Induce “larger” purchases from current buyers
• Gain Market Share
• Increase membership in the Cravers Club

94. Promotions- Trade
• Label Changes
• Trade Shows
• Road Shows
• Coffee Partnership

95. Label Change
• Changes:
– Sugar Free to Guilt Free
– Make 3 Net Carbs Larger and more Defined.

96. Trade Shows
• Contains a high percentage of our target
market
• Opportunity to be “star” of the show
• Sampling
• Conferences
• BlogHer Conference (June 2013)
• Food Retailers Showcase (June 2013)
• Natural Food Retailers Association (July 2013)
• Chocolate Fest (Oregon) (January 2014)
• LA Chocolate Show (April 2014)

97. Tradeshow Setup

98. Roadshows
• On average with promotional material the
price per show is $600.
• Maintain the current roadshow format
• Add Promotional structure

99. Roadshow Display
• Allows for Amber Lyn to have a display
that is front and center.
• Showcases elegance of the product
• Maintains the overall theme of the
campaign.

100. Roadshow Displays (Continued)

101. Partnership with Coffee Shops
• Shops to Partner With:
– Seattle Coffee Works (SEA)
– Café Fiore (SEA)
– Millcreek Coffee Roasters (SLC)
– The Coffee Bean & Tea Leaf (LA)
• Partnership
– Product offered on both sites
– Including “bite” samples in all B&M
orders
– Offering products for purchase in-store

102. In-Store Coffee Brands
• Retail Store purchases
per trip:
• Chocolate 23%
• Coffee 21%
• Potential Bundling Partners
– Folgers
– Maxwell House
– Gevalia

103. Promotions- Consumer
• Coupon
• Stand-Up Display (POP)
• Buy One Send to a Friend
• Pink Ticket Campaign
• Cravers Club: Loyalty Rewards

104. Coupon

105. Buy one Send to a Friend
• Continue the Sampling Revolution
• All orders over $150 will have the option to
send a pre-approved “gift” to a friend
• Gives us the ability to get the product in the
hands of similar buyers

106. Pink Ticket Campaign
• Women make up a large part of our target
market, and the consumer market (80%)
• Brands that identify with a cause sell (74%)
more.

107. 200 Points 200 Points 150 Points 200 Points

108. Cravers Club: Loyalty Rewards
Purchase Points
Joining Cravers Club 30
Online Orders 1pt. per $1
In Store Purchases 1 pt. per $1
“Like” on Facebook 15
RT Post on Twitter 15
Forwarding Cravers Club Email to Friends 30

109. GAANT

110. Cost Breakdown
• Couponing - $75,000.00
• Standup in Store (POP)- $9,000.00
• Road Shows- $36,000.00
• Trade Shows/Festivals- $30,000.00
• Loyalty Program- $20,000.00
• Send to a Friend- $12,000.00
• Pink Wrapper Campaign- $10,000.00
• Bundling (Coffee Shops) $10,000
– TOTAL COST: $202,000

111. Total Budget GANNT