Godiva Case

Integrated Marketing Communication Plan

(for Godiva new fairtrade endorsed brand)
Claudisse Julie Docquier Aurlien Dorval Matthew

Fairtrade

New trends

Emerging market Most consumed products:

banana, coffee, chocolate,...

Fairtrade

The 3rd

most consumed (0.2% chocolate MS)

niche market

Growing market (>< classical one : saturated)

Young people more and more

involved (education)

60% of Belgians knows Max Havellaar Logo

Fairtrade
Reasons to buy : - psychological reason : good cause - social reason : recognition

But...
Pretty

vague concept

even if

well known quality opportunity !

Fairtrade = cheap + pover

Chocolate Consumption
Chocolate = Belgian culture occasional / seasonal Pralines = luxury product , gift

Pralines consumption increase with age (until age 45- 54) Criteria of choice:
- taste - quality ( traditional / artisanal character )
- packaging (to offer) V/S price (for self-consumption)

Main Competitors (Belgian market)

Brand Equity
Brand awarness:
high notoriety and quite high TOMA
use it by creating a strong link between Godiva and the new endorsed brand

Performance and perceived quality

- Utilitarian : - to offer Belgian chocolates reputation BUT not belgian strong association with Godiva - good taste V/S bad taste BUT never delicious - traditional know-how need to emphasis Belgian traditional know-how and build emotional preference - Asthetic : quite antiquated opportunity to rejuvanate - Economic : premium sophisticated and high quality need to be a premium brand

 Brand Imagery and feelings - User image: Sophisticated and educated Belgian citizens around 45-60 years
and foreigners

- Usage imagery: to offer socially recognized as a sophisticated gift - Symbolic meaning / brand personality : - luxury brand - As a person : will be a classy, educated and sophisticated (upper class) man

between 50-70 years old , who used to be sincere (now he would be more commercial), quite traditional and conservative and therefore not daring and not imaginative, quite competent (reliable) and who used to be successful. belonging to the past : opportunity to refresh !

- Brand feelings : not funny, approved socially by upper class

 Brand

loyalty

- People are quite loyal to their pralines brand - Loyalty depends on the satisfaction listen to our customers

Other assets
- Distribution: Godiva is not seen as a accessible brand (geographically) need to give information about Godiva shops' location

SWOT ANALYSIS - internal analysis Strenghts

High TOMA & notoriety Leader in exportation Reputation: - traditional know-how - good taste Premium brand - Luxury brand Loyal consumers

SWOT ANALYSIS - internal analysis Weaknesses

No clear differenciation No experience in CSR Conservative brand Lack of competitive advantage Only good taste

SWOT ANALYSIS - external analysis Opportunities

Growth of fairtrade market Non existing offer for high
quality fairtrade pralines

Can benet from awarness

and image of its mother brand

Can rejuvanate mother brand Fair trade leabel new customers

SWOT ANALYSIS - external analysis Threats

Risk of cannibalization Entry of new competitors Aggresive reaction of

market leaders mother brand

Risk of dilution of the unclear fairtrade concept

Segmentation
Usage segmentation Generation segmentation
Self Consumption To offer

18 - 24 25 - 54 55 - 79

Homogeneous segment response to the same stimuli Inuenced by Godiva existing customers

Targeting

Price is less important More attractive

Self Consumption 18 - 24 25 - 54 55 - 79

To offer

X X
Total 2 192 229

Primary target - Long life ahead - Consumption

with age 1 469 012

Secondary target
696 217

Positioning : Perceptual Mapping

Made in dignity Belgian tradition know - how High quality Sophisticated gift

Positioning : Fine quality pralines made in dignity and with a Belgian traditional
know- how. This pemium product makes a perfect gift to offer and share pleasent moment. It is the perfect combination of ne , fair & luxury...

Communications objectives
Phase 1 : build brand awareness and brand knowledge
Brand awareness ( 80 % / 6 months ) New brand / brand recall Anchor associations Strong link between the new endorsed brand and Godiva

transfer traditional know-how + high quality perceived of

Godiva

Brand knowledge ( 75 % / 6 months ) New added characteristic fair Increase involvement Differenciation but consistency with our mother brand

association : high quality + fair + sophisticated gift

Phase 2 : build emotional preferences

Brand attitude & Brand preference
( 40 % / 14 months & 20% / 14 months)

positive image of fairtrade products translate into emotional level I feel good by buying fairtrade products share values and pleasure (double level) familiarity younger brand personnality more sexy but still classy rejuvanate Godiva brand image passionate feelings : good taste delicious X
Phase 3 : build rational preferences
Loyal and satised buyers
( 5 % / 18 months)

satisfaction: end -users (ambassadors) + buyers (social recognition) loyalty stores locations

Our new endorsed brand name & logo

Survey with several brand names propositions:

SweetAble

?
Pangea

Fine & Fair

?
F&F

?
BeLoved

Godiva Fairtrade

Most popular ( 30% of the votes )

Our new endorsed brand name & logo

Belgian product Chocolate is about Passion Passion, Fight Southern countries Chocolate, classy Social recognition Association with our mother brand

Communication mix
Channels not chosen - Door to door : environmental issues - Television: too expensive - Sales promotion: threat for image

Communication mix
Channels chosen - Phase 1

internet , outdoor , magazines - POS - Trade Fairs

Communication mix
- Phase 2

Internet and magazines POS , trade fairs - Phase 3 internet Direct marketing

Communication mix
Internet

(Vehicles details)

Dedicated website Facebook page Advertising campaign : banners, Ad Words

skyscaper example ( banner )

Communication mix
Magazines

(Vehicles details)

Kind of magazines: - Women -Feeling (de), ELLE Belge (de), Psychologies (fr), ELLE Belgique (fr) - Lifestyle - We Knack (de), DM Mag (de), Le Vif (fr) - Decoration -Feeling-woning (de), Gal Maison (fr), Art & Dcoration (fr) - Other -Le Ligueur

Communication mix
Outdoor

(Vehicles details)

- 3 strategic cities - 38 m2 posters - Prestige package

Communication mix
Trade fairs

(Vehicles details)

Semaine du commerce quitable BIBACs salon Salon du chocolat FEDOBA

Budget

Scheduling strategy : pulsing schedule

Expected Results
Pre-testing - Check list
1. Does the ad catch our eyes? 2. Do we mention the name of the brand enough? 3. Are the images appropriate? 4. Do the texts and the images communicate the same things? 5. Is the ad adapted to our strategy?

Traditional know-how Belgian chocolate Good deed Social recognition Sexy and classy image

Expected result
Pre-testing - Readability analysis - Communication effect Tachitoscope Recall test - Extra test for benchmark Brand image Purchase intent
RE=206.8-0.77wl-0.93sl

Expected result
Post-testing - Day after recall test - Assessing the effectiveness of trade fair and exhibition
Brochures count Video support ( ow of visitors) Personnel survey after the fair

- Assessing the effectiveness of the e-communication

Facebook and website - Server log les Internet Banners
- Ad transfert/ total impression

Expected result
Campaign evaluation research - Brand awareness (online questionnaires) TOMA, unaided awareness, aided awareness - Brand attitude change Scales technique - Assessment of the ve communication objectives - Purchase intent
S(t) = 1.5 + 0.2 x A(t) + 0.8 x S(t-1)

Thank you for your attention !