WACK Advertising Agency Media Plan

Whitney Machacek, Alex Nahas, Clara Ladisic, & Kristen Hollis

Table of Contents
Executive Summary
Situation Analysis
Industry

Marketing Mix

Client Analysis: Creative History

Client Analysis: Media Spending

Competitive Analysis: Creative History

Competitive Analysis: Media Spending
Geography

Timing/Purchase Cycle
Consumer

SWOT Analysis
Problem Statement
Target Audience
A Day In The Life
Creative Brief
Media Mix
Reach & Frequency
Budget
Geography
Timing & Purchasing
Sales Promotion
Flow Chart
Goals
Year At A Glance
Media Costs & Impressions
Works Cited

2
3
4
5
6
7-8
9
10 - 11
12
13
14
15
16
17 - 18
19
20 - 22
23
24
25
26
27
28
29
30
31
32

Executive Summary
This report was created to research major advertising factors and to create a marketing plan to increase
Lindts market share. Lindt is a premier, everyday chocolate with rich flavors and affordable prices.
Additionally, Lindt is the fastest growing major operator in the chocolate production industry.
We have identified our target audience as Asian females between the ages of 18 and 54 with middle to high
household income. Many of our target audience are mothers with children, and a large percentage of those
mothers have children below the age of 1, but not all. More specifically, these women are well-educated and
have a current home value of over $500,000 where they have lived for more than one year. They are also
current and regular users of premier chocolates.
Lindts main competitiors are Sees Candies, Godiva, Russell Stover, and Ghirardelli. These four companies are
already established and well respected in the premier chocolate industry.
For this campaign, we are utilizing both traditional and non-traditional media. For traditional media, we are
utilizing television spots on both cable and network channels, as well as four-color, full-page advertisements
in three magazines. For our non-traditional media, we are using promoted posts on Instagram, promoted
tweets, a partnership with Food Network on the Discover page of Snapchat, Facebook product pages, and
Spotify (streaming radio) advertisements. In addition to these, we are also utilizing in-store displays and
sales promotions in order to increase our market share, increase brand awarness, and generate an increase
in sales.
These executional ideas will help promote Lindt among our target market and will connect them on a deeper
level with the brand. The following plan outlines how Lindt will successfully penetrate the premier chocolate
industry in the United States of America.

S i t uatio n Analy sis - Indus t ry

The premier chocolate production industry is rapidly growing.

1,151

Businesses

$2.3

$15.5

Billion Profits

Billion Revenue

0.6 %

Annual Growth
2009 - 2014

Current trends include:

Competitiors include:

Improving disposable income

Greater demand for premium chocolate
Growth of vibrant export markets
Volatile cocoa prices
Rising health concerns

2.6 %

Est. Growth
2014 - 2019

Figure 1A. Chocolate Production Industry Trends.

(Ahmad, 2014, p. 3-4)

Sees Candies
Godiva
Russell Stover
Ghiradelli (market share unknown)

4.8%

5.6%

19%

26.6%

Lindt

Russell Stover

Godiva

Sees Candies
Graph 1B. Chocolate Production Market Shares.
(Ahmad, 2015, p. 21-22)

S i t ua t i o n A n al ysis - M arket i ng M i x
COMPANY

PRICE

PRODUCT

PROMOTION

PLACE

Lindt

Chocolate Bars
LINDOR Truffles
Boxed Chocolates
Seasonal Chocolates

Bars: $3.99 - $5
Truffles: $13 - $145

Grocery Stores
Department Stores
Specialty Stores
Online

Website
In-Store Displays
Traditional Media

Chocolate Bars
Truffles
Fudge
Lollypops
Brittles & Toffees
Nuts & Chews
Seasonal Chocolates

Bars: $7.40 - $10.40

Truffles: $21 - $115

Retail Locations (200)

Online

Sees Candies

Website
Public Relations (created the worlds largest lollypop in 2012
for the Guiness Book
of World Records)

Chocolate Bars
Truffles
Gold Ballotins
Gourmet Biscuits
COffee & Cocoa
Chocolate Snacks
Choc. Strawberries
Seasonal Chocolates

Bars: $3.99
Truffles: $10 - $165

Retail Locations (500)

Grocery Stores
Department Stores
Bookstores
Online

Godiva

Website
Separate themselves
apart from other
brands by their
product quality alone
(word-of-mouth &
experiences)

Chocolate Bars
Hard Candies
Brittle
Boxed Chocolate
Seasonal Chocolate

Bars: $1.49 - $5.99

Hard Candies: $3.99 $4.99

Grocery Stores
Retail Locations (35)
Online

Website

Russell Stover

Chocolate Bars
Cocoa
Baking Products

Bars: $3.95 - 4.55

Baking Products: $4.50
- $12

Retail Locations
Malls
Online

Website
Traditional Media
Social Media

Ghirardelli

Table 1C. Marketing Mix.

(Ahmad, 2014, p. 26-29), (Ahmad, 2015, p. 21-22), (www.lindtusa.com), (www.sees.com), (www.godiva.com), (www.russellstover.com), (www.ghirardelli.com)

Situation Analysis - Client Analysis

Creative History

In recent years, Lindt has had three major advertising campaigns.

The first campaign featured tennis champion Roger Federer and ran until September 12, 2009, in congruence
with the US Open tennis tournament. Federer became Lindts global ambassador to promote The Perfect
Match sweepstakes. Lindts CEO Thomas Linemyar says the tennis tie-in seeks men and women with highincome levels, but also targets both existing and prospective Lindt customers (Mahmud, 2010). In this campaign, participants could win prizes such as Lindt gift baskets, Lindt git cards, tickets to see Federer play in
the US Open, and a Federer autographed Nike duffle bag. The grand prize is a trip to Switzerland to meet
Federer with three nights accomodations.

In 2013, Lindt marked its fifth year of advertising during the Easter season in partnership with Autism Speaks.
Lindt executed a family-centric Easter program supporting those who are affected by autism. The goal of the
program was to spark a connection with the Lindt tradition-focused consumer, while raising awareness for the
cause and Lindt Easter collection, including the companys iconic Lindt Gold Bunny (Cone Communications,
2013). The campaign donated a portion of Easter season sales totaling more than $20,000, an auction of 97
celebrity autographed Lindt Gold Bunny figures, and social promotions. The campaign secured over 1,300
placements and more than 170 million media impressions. Media coverage was featured in Access Hollywood,
Entertainment Tonight, Good Housekeeping, Life & Style Weekly, LXTV, the Today Show, Wake Up with Al, and
WMUR-TV. Lindt also maintained the Lindt Gold Bunnys ranking as the #1 selling chocolate bunny in the U.S.
for the fifth year in a row.

Celebrity chef Curtis Stone helped Lindt kick off the Taste the Difference program. The program educates
consumers about the importance of innovation, quality ingredients, and expert craftsmanship to produce
delicious dishes and products. The chocolatier is also unveiling a series of educational vignettes starring
Stone to show consumers the impact that these elements have on everyday indulgence (Healy, 2013). During
this campaign, Lindt is sharing two million coupons for its products - including the companys newest
innovation, the Lindor Sea Salt Truffle - via the companys Facebook page.

S i t ua t i o n A n al ysis - Cli ent Analysi s

Media Spending
Because Lindt is the fastest growing major operator in the chocolate production industry, advertising is an important
aspect of keeping the company on the rise. Lindt typically uses print advertising and social media to promote their
campaigns and their products. In 2014, Lindt spent $13,297,700 on advertising with the majority of their budget directed towards magazine advertising. Lindt has $4,535,000 of seasonal retail sales, especially during Easter with their autism-focused advertising (Cone Communications 2013). Most of Lindts expenses happen during February, which proves
that holidays such as Valentines Day are the most important times to advertise to customers.

LINDT MEDIA
Network TV
Cable TV
Syndication
Spot TV
Magazines
GRAND TOTAL:

JAN 2014 - NOV 2014 (OOO)

2, 860.3
3,670.7
383.1
163.4
6,220.1
13,297.7

What single statement best describes your use or

awareness of each of these chocolate confectionary brands?

Table 2A. Lindt Media Expenses.

(Bloom, 2015)

Graph 2B. Lindt Media Expenses.

(Bloom, 2015)

Graph 2C. Brand Usage and Awareness for Select Confectionary Brands.
(Bloom, 2015)

Situation Analysis - Competitive Analysis

Creative History
Godiva
Godiva was founded in 1926 by Pierre Draps as a luxury chocolate
brand. They produced elegant chocolates, sophisticated packaging, and sold their products in upscale department stores. They
also marketed themselves as a high-class brand by advertising with
luxury vehicles. While Godiva started out as an upscale chocolate
brand with select retail locations, by the late 1900s, they were
working to appeal to a larger audience by marking their products
to be more affordable and practical. In order to do this, they redesigned their store fronts, offered mail-order catalogs, and opened
up cafe kiosks to generate sales inside the mall. Today, Godivas
marketing efforts are still aimed at positioning their products as
affordable and practical but with upscale quality. With the help of
Lipman agency, they have repositioned their brand and are selling
products at stores such as Target and Walmart. They do, however, continue to also use traditional print ads in luxury magazines
to keep their upscale image (Godiva Chocolatier, Inc. History).

Russell Stover
Russell Stover was founded in Colorado in 1923, operating under
three principles: service, quality, and value. From the beginning,
they aimed to sell the highest quality chocolate for the lowest
price. In order to do this, they began selling their chocolate
through select specialty Russell Stover locations along with thousands of department stores. By the 1970s, the company became
extremely popular, especially during Valentines Day. This was due
to the fact that they sold chocolate in heart-shaped boxes. They
have continued this seasonal success by using other clever seasonal marketing tactics as well. Over time, Russell Stover has been
working to reach a wider market by distributing their chocolates
in low-price stores such as Walgreens. Since the 1900s, however,
they have been struggling to compete. As a result, they were recently purchased by Lindt (Russell Stover Candies, Inc. History).

S i t uat i o n An alysis - Co m pe t i t i v e Ana ly s i s

Creative History Continued
Sees Candies
Canadian couple, Charles and Mary See, brought Sees Candy over
to America over 90 years ago in 1921 and founded their headquarters in Los Angeles, California. They pride themselves off of
the fact that they only use the freshest and highest quality ingredients, all of which are completely free of preservatives. Sees
Candy currently has over 100 candies and chocolates, along with
over 200 stores nationwide. All of their candy can be purchased
online as well. In 1972, they sold the company to Berkshire Hathaway Inc. whose chairman is Warren Buffet. They now embrace
two company mottos to help promote their brand: Californias
Famous Old TIme Candies and Quality Without Compromise.

Ghirardelli
Ghirardelli was founded in San Francisco in 1892 by Domenico Ghirardelli. When the company first started off, their product selection
included coffee, liquors, and chocolate, but by the 1800s, chocolate
became their main priority. In the 1960s, the company was bought,
and Ghirardelli Square was created. By the late 1980s, however, Ghirardelli was struggling and therefore underwent a redesign. The goal
of the redesign was to reposition Ghirardelli as a luxury, chic brand
and to heavily increase sales. After several years of being passed
around to various owners, however, Lindt & Sprungli purchased Ghirardelli in 1998 and expanded the company by putting products
on supermarket shelves all over America. The idea was to create
a more accessible brand. Although Ghirardellis products can still
be found on supermarket shelves today, they continue to maintain
their luxury image by rolling out products in velvet bags and producing specialty chocolate squares. They also pride themselves on the
fact that they produce premium chocolate that contains a higher
percentage of coca than most other chocolate companies. This is
their differentiating factor (Ghirardelli Chocolate Company History).

Situation Analysis - Competitive Analysis

Media Spending
According to the media spending information provided above, Magazines, Cable TV, and Network TV are the primary media
used most heavily in the premier chocolate industry. It is also important to notice that Lindt has a significantly higher
budget than its other competitors. This is beneficial to notice because it gives Lindt a much higher share of voice.

LINDT

SEES CANDIES

GODIVA

RUSSELL STOVER

80.2

------------------------

------------------------

-------------------------

84.8

------------------------

------------------------

-------------------------

100
70.2

-----------------------------------------------

-----------------------------------------------

76.5
-------------------------

20
------------------------

------------------------ ------------------------77
15.8

3.5
7.2

21.5

------------------------

------------------------

-------------------------

42

27.6
2.9

-----------------------------------------------

-----------------------------------------------

-------------------------------------------------

1.2

------------------------

------------------------

-------------------------

100
-----------------------1289.34

------------------------ ------------------------100
100
178
36.5

GHIRARDELLI

TOTALS (000)

Share of Voice
Network TV
Cable TV
Syndication
Spot TV
Magazines
Outdoor Ad

19.8

3566.0

15.3

4331.1

------------------------- ------------------------------------------------29.8

381.1
232.8

6466.7
231.1

Media Mix
Network TV
Cable TV
Syndication
Spot TV
Magazines
Outdoor Ad

46.8
------------------------SPENDING TOTALS (OOO)
13297.7

39.3
------------------------4.1
13.5
1.0
1678.7
Graph 2D. Competitor Analysis Chart.
(SRDS)

Situation Analysis - Geography

To determine geography, we cross-referenced using Simply Map and MRI+. Simply Map showed the variables, by states, for Sugar
and Other Sweets for all of the U.S. Through MRI+ and Simply Map, we found that our target audience is mainly based in the North
East and the Midwest from their index numbers. Based on figure 3A, we chose to target Washington, California, Utah, Wyoming, MInnesota, Virginia, Vermont, New Hampshire, Massachusetts, Texas, and Alaska.

Graph 3A. Geography Map.

(Simply Map, MRI+ Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt)

10

Situation Analysis - Geography

CENSUS REGION

INDEX
140
96
102
74

North East
South
Midwest
West

By examining the above indexes from MRI+, we can see

that most of our audience is from the North East region.
Their index of 140 indicates that 40 percent are more
likely to purchase Lindt in the Northeast.

Table 3B. Regions.

(MRI+ Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt)

MEDIA MARKET

INDEX
120
111

Top 5
Next 5

Table 3C. Media Market.

(MRI+ Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt)

COUNTY SIZE
A
B
C
D

INDEX
115
85
101
86

Table 3D. County SIze.

(MRI+ Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt)

By examining the above indexes from MRI+, we can see

that most of our audience is from the views of the bottom five media channels. Their index of 120 indicates
that 20 percent of our audience is more likely to purchase Lindt from the bottom five media markets. Based
on research from MRI+ and Simply Map, the top 5 media
markets are San Bernardino, CA, Dallas, TX, New York, NY,
Charlottesville, VA, and Seattle-Tacoma, WA.

By examining the indexes from MRI+, we can see that

most of our audience is from county A. Their index of 116
indicates that 16 percent of our audience is more likely
to purchase Lindt that are in county A. Based on research
from Simply Map, county A represents Bernardino, CA,
county B represents Denver, CO, county c represents
Dallas, TX, and county D represents Charlottesville, VA.

11

Situation Analysis - Timing & Purchase

Chocolate sales have been increasing over time as a product that competes with other snack foods. Consumption frequency of chocolate is increasing with more
than half of chocolate consumers eating it at least once a week. Another explanation for this may be because over a quarter of chocolate consumers claim that
they consume chocolate because it causes them to feel happy or nostalgic of their childhoods. 25% of chocolate consumers claim they only purchase chocolate
when there is a price promotion, typically after a holiday season when everything is on sale. 55% of chocolate confectionery consumers purchase seasonalspecialty products with Easter currently being the top-seller season for all brands, followed then by Christmas, Valentines Day, and lastly Halloween. However,
Lindt tends to make the most during Christmas season followed by a 50-50 split between Valentines Day and Easter. Russell Stover makes the most sales during
Valentines Day followed then by Easter and then Christmas (Bloom, 2015).

Graph 4A. MULO Sales of Seasonal Chocolate By Leading Companies.

(Bloom, 2015)

Google Trends also shows

peaked interest in all
brands during the Christmas
holiday season. Following this,
Valentines Day is the second
most searched holiday season
for chocolate.
Graph 4B. Peaked Interest in Chocolate Buys According to Month.
(Google Trends)

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Situation Analysis - Consumer

The chocolate production industry is currently in the mature stage of its life cycle, which means it is facing high
consumer penetration. The following demographic, lifestyle, psycho graphic, and behavior segmentations help us
better understand this high penetration and specifically define the Lindt consumer market (Ahmad, 2014, p. 11).
GENDER

INDEX

AGE RANGE
62
135

Male
Female

Table 5A. Gender

(MRI+ Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt).

By examining the above indexes, we can see that females are more
likely than males to purchase chocolate. Their index of 135 indicates
that they are 35 percent more likely to purchase Lindt than other
demographic groups.

The same MRI data also reported that the following

demographic characteristics have high indexes:
EDUCATION:
Post Graduate - 167
Graduated College Plus - 139

WOMEN:
Ages 18 to 34 - 140
Ages 18 to 24 - 139
Ages 25 to 54 - 137

HOUSEHOLD INCOME:
$75,000 - $149,999 - 133
$150,000 + - 131

YEARS AT PRESENT ADDRESS:

1 to 4 Years - 104
5 + Years - 104

INDEX

18 - 24
25 - 34
35 - 44
45 - 54
55 -64
65+

106
91
88
118
106
92

Table 5B. Ages.

(MRI+ Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt).

By examining the above indexes, we can see that people ages

18-54, 45-54, and 55-64 have the highest indexes (106, 118, and 106
respectively). This shows their strong buying power.

HOME VALUE:
$500,000 + - 150

MARITAL STATUS
Now Married - 109

CHILD AGE:
<12 months - 151

RACE:
ASian - 132

OCCUPATION:
Professional and Related Occupations - 153

The data listed above is not exclusive. Additional data can be found by referring to the MRI+ called Fall 2013 Product: Candy/Sweets/Snacks - Bought in Last 6 Months Lindt

13

Situation Analysis - SWO T

S trengths

W eaknesses

O pportunities

T hreats

Long history as a premier chocolate brand

Owns part of Russell Stover and Ghirardelli
Reasonable pricing
Large budget
High quality products

Opportunity to utilize outdoor advertising

(Godiva and Russell Stover have 100% of
their money in this category.)
Frequency of chocolate consumption is
increasing (More than half of chocolate
consumers eat it at least once a week.)
Growth/expansion of media and technology

Not prevalent in the Southeastern area of

the United States
Makes the majority of its revenue during
the holiday seasons whereas other brands
(Ghirardelli, Godiva) generate revenue yeararound
Small market share compared to competitors

Many premier chocolate competitors

A large percentage of consumers in the market are already loyal to other competitors.
Rising cocoa bean prices
Rising health concerns regarding chocolate

Table 6A. SWOT Analysis.

(Various Data Found Throughout Situation Analysis)

14

Problem Statement
The premier chocolate industry is rapidly growing, but along with positive growth also comes several
challenges. Premier chocolate companies, such as Lindt, are being challenged to keep up with the
constant growth of cocoa products, competitors, and production. Volatile cocoa prices have been
pushing back against industry growth and forcing companies to respond with innovation. Additionally,
rising health concerns have presented a challenge for chocolate brands as well. With the rise
of obesity in America, parents are hesitant to indulge in desserts and even more hesitant to provide
sweets for their children. Keeping these current challenges in mind, Lindt is having to position
their brand as a healthy alternative that can be consumed in moderation. Along with rising
cocoa prices and serious health concerns, however, Lindt is also facing heavy pressure from their
competition. Lindt currently has multiple competitors who are not only well-known but also
established. To separate themselves from other premier chocolate brands that are facing the same
industry challenges, Lindt needs to increase their sales, improve their brand image, and
reposition their product as an everyday chocolate with rich flavors and affordable prices.

15

Target Audience
Who are they?

What are their social classes?

We have identified our target audience as Asian females between the ages of
18 and 54 with middle to high household incomes. Most of them are married
with children, but not all. More specifically, these women are well educated
and have a current home value of over $500,000 where they have lived for
more than one year. They are also current users of premier chocolate.

Because social classes in America are easily defined, we can see that
the typical purchaser of premier chocolate is a middle to upper class
citizen who is well-established and has a secure household. For this
reason, they are a desirable market for this product.

Why are they our target?

The primary audience was selected because of the following reasons. First,
age is the most important demographic when it comes to target markets;
moreover, we chose women ages 18-54 as our target market because they
are 37% more likely to purchase chocolate. Second, they are already regular
users of premier chocolates, so we know they have good taste in chocolates
and are willing to pay for high quality. A products brand is seen as the most
important non-sensory factor affecting consumers choice decisions of food
products (Varela et. al., 2010, p. 873). Since brand is the most important factor, our target audience judges and chooses a product based on the brand
reputation, thus a premium brand. This shows why women ages 18-54 would
choose Lindt over another generic brand. Additionally, because they are educated and have a middle to high household income, we know that they can
make smart deicions about what chocolates they should treat themselves
with. Lastly, our target audience is most likely a mother, which means they
are not only buying for themselves, but they are also buying for their entire
family. Moreover, children can be very convincing influencers.

16

Are they educated?

Our target audience is well-educated, and much more so than
other classes. Although many American universities have
become private and rather expensive, our target audience
values education enough to make it a priority. Education and
success are very important to them.

What are their values?

Americans value convenience because they spend a majority of their

time at work, commuting to work, or involved in other social activities. Because of this, they value a safe, easy, and healthy decision for
themselves and their family.

What do they need?

For this primary target audience, the product will fulfill the social and
esteem needs within Maslows Hierarchy of Needs. Americans are
very social beings and enjoy spending time with their friends and
family. Furthermore, they desire friendship, intimacy, affection, and
love from those that they care about. We expect our target market to
use our product in social gatherings.

A Day In the Life

Meet Angelique

Angelique is a 40-year-old woman who lives in a suburb close

to Boston, Massachusetts. She attended Boston College where
she earned a degree in business, and she currently works a
corporate job at Price Waterhouse Cooper, which requires a
50-minute round-trip commute every single day. She has two
children, ages 10 and 12, and a loving husband named Lee who
she has been married to for 18 years. Angelique, Lee, and their
children live in a typical middle to upper class suburban home.
On the weekend, Angelique and her friends enjoy spending
time together with their families at the local park and other
family events in their quaint New England town. Since Angelique
spends a majority of her time at work or commuting to work,
she greatly values any time that she can spend with her family
in her free time. After a long day of work in her busy day-today life, Angelique enjoys relaxing with a delicious piece of Lindt
chocolate. Its the perfect everyday chocolate to treat herself.

17

A D ay I n Th e Li fe
Purchase Behavior
PROBLEM
RECOGNITION

Im hungry. What should I eat?

INFORMATION
SEARCH

Attracted by buzz in popular magazines and online

Talks to friends about what they like to treat themselves with
Becomes aware of Lindts quality and affordability

EVALUATION OF
ALTERNATIVES

Compares the Lindt brand to other premier chocolates

Compares Lindts taste to the taste of other chocolates
Recognizes the higher price of Lindt as an exchange for taste

PURCHASE
DECISION

Consumer chooses flavor of Lindt based on premier ingredients

Purchases Lindt full-price based on investment in quality of taste

POST-PURCHASE
BEHAVIOR

User is satisfied with their purchase decision due to premier ingredients and high quality taste
Shares Lindt experience with friends and family (WOM)

As Angelique stands in the sweets aisle at

the grocery store, she has many decisions
to make about which premier chocolate
she will purchase. Since Lindts ingredients
drive the purchase habits of its consumers,
however, its flavor and high quality ingredients are the main reasons why Angelique
chooses to purchase Lindt. Not to mention,
the price is very affordable in comparison
to the high quality taste that she will get in
return. Assessing the value of the products
is the most important factor that Angelique
and other consumers use when decided
which premier chocolate to buy.

Figure 7A. Purchase Behavior & Decision-Making

Media Behavior
AVG. WEEKDAY
** A heavier media
focus is placed during
the weekends (Thursday
- Sunday) due to higher
media consumption &
additional free time **

18

Commutes to work &

listens to Spotify to
occupy the time

Occasionally checks social

media, browses favorite brands, &
shares interesting content/promotions

Catches up on
her favorite
shows on HULU
Commutes home &
listens to Spotify
to pass the time

Dinner
with the family

Checks social
media one more
time before bed
Figure 7B. Media Behavior.
(PMN Grid)

Cre a t iv e B ri e f
Why are we advertising??

What is the most persuasive idea we can convey?

Lindt currently has multiple competitors who are all well-known, established Using marketing techniques, Lindt will be positioned on a level where
brands. This causes challenges for Lindt and the success of the company. Our consumers can taste the highest quality of chocolate without feeling
objective of this campaign is to set Lindt apart from its competitors by posi- guilty about their decision to indulge.
tioning it as an everyday chocolate with rich flavors and affordable prices.

Who is our target audience?

What tone of voice should we use?

We have identified our target audience as Asian females between the ages
of 18 and 54. They have middle to high household incomes, they are also
well-educated, and they also have established and stable living conditions.
Most of our targeted consumers are mothers with children below the age of
one, although not all of them are.

Lindt is a lifestyle brand that satisfies a customers daily dose of

sweet. Because of this, our tone of voice should be proper but also
lighthearted. It should allow them to step back and take a break
from their everyday tasks, ultimately giving them an overwhelming
sense of relaxation.

What do they currently think?

Are there any executional media mandatories?

While many people in our target audience think that Lindt is a respected
chocolate company, they often times associate chocolate brands as one
category. Lindt currently has no distinctive factor to set them apart from
their competitors.

For this campaign, we will be utilizing both traditional and nontraditional media. For traditional media, we will be using television
spots on both cable and networks channels and four-color, full-page
advertisements in magazines. For non-traditional media, we will be
using promoted posts on Instagram, promoted tweets on Twitter,
and Facebook product pages. We will also be partnering with Food
Network to advertise on the Discover page of Snapchat and
advertising on Spotify (a streaming radio station). In addition to
social media and Spotify, we will also be utilizing in-store displays
and sales promotions in order to increase our market share.

What do we want them to think?

We would like our target audience to perceive Lindt as an everyday
chocolate that tastes as though its of the highest quality.

Who is our competition?

Lindt competes directly with Godiva, Ghirardelli, Russell Stover, and
Sees Candies. They also indirectly compete with other candy brands,
both chocolate and non-chocolate.

THE BOTTOM LINE:

Lindt is an everyday chocolate with rich flavors and affordable prices.

19

Media Mix
Our OBJECTIVE is:

To increase the awareness of Lindt Chocolate by 10% among women ages 18 to 54 nationally.
To increase brand interest in order to achieve a 5% increase in sales nationally.

Traditional Media
Strategy:
Our strategy will be to use a flighting schedule of traditional media, including magazines and television.

Tactics:
MAGAZINES
To utilize magazines, we will place four-color, full-page advertisements in People, Southern Living, and In-Style.

TELEVISION
To utilize television, we will place 30-second advertisements during fringe and prime time television hours on both cable and
network television channels.

Rationale:
For our traditional media, we decided to direct our budget towards advertising in magazines and television. We chose these two
mediums because they are not only the two best ways to reach a wide national audience with the coverage that were looking for,
but they will also help us maintain the high-quality image that we want to create. Our magazine choices will allow us to direct our
advertising efforts to our target audience of women ages 18-54. Our television choices will also allow us to reach the same audience during the appropriate day parts. We decided against newspapers and radio advertisements because we saw magazines and
television as better options. Newspaper advertisements have poor quality, and radio advertisements lack visuals. Not to mention,
Spotify is also overruling radio and redesigning the way that consumers listen to music.

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Media Mix
Non-Traditional Media
Strategy:
Our strategy will be to use a continuous schedule of non-traditional media by incorporating the use of Facebook, Instagram, Twitter, and Snapchat. We will also be utilizing Spotify and point-of-purchase displays as well.

Tactics:
FACEBOOK
To utilize Facebook, we will buy ads that are targeted at consumers who have searched for items related to our products. We will also create
an official Lindt Chocolate Facebook page for consumers to like. The Lindt Facebook page will be used as a place for us to share photos and
information about our company and product. It will also be used for consumers to share their real-life Lindt experiences as well.

INSTAGRAM
To utilize Instagram, we will create a profile that features photos from loyal customers who have sent us documentation of their different
experiences with Lindt.

TWITTER
To utilize Twitter, we will buy promoted tweets as well as utilize hash tags that are related to Lindt products. We will encourage our Twitter
followers to get those hash tags trending.

SNAPCHAT
To utilize Snapchat, we will partner with the Food Network to post easy but delicious Lindt chocolate recipes on their Discover page.

Rationale:
For our non-traditional media, we decided to direct most of our budget towards various forms of social media since it is something that Lindt
isnt currently taking full advantage of. We also directed a percentage of our non-traditional budget to help raise brand awareness through
Spotify and point-of-purchase displays. Spotify is a particularly important media channel in consumers lives today as it is beginning to surpass traditional music outlets (ex: radio). In a quick pace world where consumers have technology at their very fingertips, brands need to be
accessible and interactive at all times, and we believe that social media, Spotify, and point-of-purchase displays are the best way to do this.

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Media Mix

Point-of-Purchase Displays
To utilize point-of-purchase displays, we will be placing displays in different grocery stores including Publix, Trader Joes, Whole Foods, and
Central Market. Our in-store displays will be placed in aisles where consumers come in contact with relevant Lindt products.

WHY N

OT?

COME ON

COUPON

SHELVES

WHY NOT? INDULGE

LOVE YOURSELF

The first point-of-purchase display will be used during the month of

February and will consist of a walk-way of light-up hearts that are
secured to the aisle floor. As consumers walk on the hearts, they will
light up with key words that entice customers to walk further. At the
end of the heart walkway, consumers will find themselves standing in
front of Lindt chocolate products.

The second point-of-purchase display will be used year-around and

change with the seasons. It will consist of a digital, touch-screen kiosk
where consumers can interact with a quick game to receive coupons.
For example, during Easter, they will be given the chance to open an
egg of their choice, and each one will contain different coupons and
promotions that will print on-site.
(See PMN Grid & BCA Chart)

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R each & Frequency

Our OBJECTIVE is:

To obtain a national reach of 75 and a national frequency of 3 in the key months of February, April, November, and December, as well as a national
reach of 50 and a national frequency of 2 in the other months.
To obtain a spot reach of 70 and a spot frequency of 2 in the key months of February, April, November, and December, as well as a spot reach of 50
and a spot frequency of 2 in the other months.

Rationale:
We wanted to set a high reach and frequency in order to reach our largest target audience. This would be accomplished by having a high national reach and
frequency during the Holiday seasons since those are the most crucial advertising months. Our rationale for spot targeting was the same, but we wanted
to put a smaller focus on our spot advertising than with our national advertising. We decided it would be best to have a flighting traditional schedule and
a continuous non-traditional schedule with overall pulsing. We determined this would be the best timing and schedule that would reach our consumers
without overwhelming them while still reaching our reach and frequency goals.

MONTH
January
February
March
April
May
June
July
August
September
October
November
December

NATIONAL REACH
NATIONAL FREQUENCY
SPOT REACH
SPOT FREQUENCY

50
2
50
2

75
3
70
2

50
2
50
2

75
3
70
2

50
2
50
2

50
2
50
2

50
2
50
2

50
2
50
2

50
2
50
2

50
2
50
2

75
3
70
2

75
3
70
2
Table 8A. Ages.

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Budget
Objective:

To effectively and creatively utilize Lindts $26,000,000

advertising budget that will be heavily focused on
both traditional and non-traditional media.
To wisely allocate funds into the proper media in
order to provide the best use of Lindts budget while
still reaching our target audience and increasing
awareness and interest of Lindt.

Strategy:
We analyzed the budget as well as our projected media mix in
order to properly allocate our funds. We knew that we needed to use a large portion of our budget in a cost-effective
manner, so we utilized more of our traditional media in order
to reach a large portion of our audience at one time. The rest
of the budget was allocated to non-traditional media such
as digital advertising, Spotify, in-store displays, and sales
promotions.

Rationale:
Due to Lindts limited budget, we decided to continue with
Lindts current brand position as an everyday chocolate with
rich flavors. We did this in order to creatively use the budget
outside of the typical traditional media vehicles, with the
exception of television and magazines. We thought that by
connecting with the community through social media and
sponsored events, we could also decrease our costs.
Additionally, we thought this would help create a constant
stream of interaction between our brand and our consumers.

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Geography
Our OBJECTIVE is:

To increase awareness and interest of Lindt nationally, as well as locally, in order to ultimately increase sales.

Strategy:
Lindt will run large-scale national campaigns through traditional media (including magazines and television), 10 spot campaigns, and national
social media accounts.

Rationale:
On a national level, large-scale campaigns will help increase brand awareness through visual reminders. Social media will also help these
broader areas gain interest. More interactive and hands-on campaigns will take place within the 10 spot markets in order to bring consumers
into the brand personality and message, making it more identifiable with its rich flavors. When choosing our spot markets, we used our own
insight and compared it with Lindts data, cross-referencing it with Simply Map for Sugar and Other Sweets.

GEOGRAPHIC CITY
San Francisco, CA

Austin, TX
New York, NY
Charlottesville, VA
Seattle-Tacoma, WA

Minneapolis - St. Paul, MN
Denver, CO
Salt Lake City, UT
Boston, NH
Burlington et. al, VT

POPULATION
38,800,000
26,096,000
19,075,000
8,326,000
7,062,000
5,457,000
5,356,000
2,943,000
1,327,000
626,562
Table 9A. Top 10 Geographic Cities.
(Simply Map, 2014)

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Scheduling/& Timi ng
Our OBJECTIVE is:

To increase the awareness of Lindt chocolate among Asian women ages 18 - 54 by using an overall pulsing schedule that combines a flighting traditional media schedule and a continuous non-traditional media schedule.

Strategy:
Due to Lindts seasonality, we will be emphasizing our promotional efforts during the months of February, April, November, and December due
to holidays and higher chocolate consumption (e.g. Valentines Day, Easter, Thanksgiving, and Christmas). Therefore, we will heavily promote
Lindt during these months using a flighting schedule of magazines and television. We will also utilize a continuous schedule for social media
and other forms of digital advertising such as in-store displays, sales promotions, and Spotify. A heavy media focus will be placed during lunch
hours, nighttime hours, and the weekends. These heavy focuses will help reflect our average consumer behavior.

Rationale:
We will promote Lindt heavily during the months of February, April, November, and December due to holidays and high consumption. Chocolate
consumption is high during February due to Valentines Day, April due to Easter, November due to Thanksgiving, and December due to Christmas. Therefore, we will be using heavier media coverage during these months.
By promoting Lindt using a flighting schedule of traditional media (including magazines and television) throughout the year, we can use our
budget more efficiently and target key months more heavily.
By promoting Lindt using a continuous schedule of non-traditional media (social media, sales promotions, in-store displays, and Spotify), we
can consistently remind consumers about our brand and products while continually keeping them involved. While we will be using a continuous schedule of non-traditional media, we will use a flighting schedule within each non-traditional medium. This will help us keep messages
fresh and new throughout the continual advertising.

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Sales Prom otions

Give Thanks. Give Lindt.

A Heart for A Heart. Love Lindt.

Objective:

Objective:

To increase brand awareness and generate an increase

in sales by positioning Lindt chocolate not only as an
everyday chocolate with a rich taste and affordable
flavor, but also as a gift of giving.

To increase brand awareness and generate an increase in

sales by positioning Lindt chocolate not only as an everyday
chocolate with a rich taste and affordable flavor, but also
as the perfect gesture and gift for those that you love.

Strategy:

Strategy:

In November, Lindt will sponsor homeless shelters across the

United States (particularly in spot markets) by donating 15% of
their proceeds to feed the homeless on Thanksgiving Day. The
main idea of this event is to give the gift of Lindt. Lindt will use
the slogan Give Thanks. Give Lindt. The event will promoted
on television, social media, their website, and through word-ofmouth marketing.

In February, Lindt will sponsor the American Heart Association

by donating 14% of their proceeds during the month of February.
The main idea of this event is loving Lindt. Lindt will use the slogan A Heart for a Heart. Love Lindt. The event will be promoted
on the television, social media, their website, and through wordof-mouth marketing.

Rationale:

Rationale:

The idea of sponsoring local homeless shelters on Thanksgiving

Day helps Lindt associate their product and brand with the idea
of giving. It helps position Lindt as a giving chocolate brand. To
get consumers involved, we will have an interactive website feature where consumers can nominate homeless shelters of their
choice and share their stories/experiences. We believe that this
sales promotion event will bring about positive emotions for
consumers who are in the giving holiday spirit, as well as foster
a stronger brand personality.

The idea of sponsoring local homeless shelters on Thanksgiving

Day helps Lindt associate their product and brand with the idea
of giving. It helps position Lindt as a giving chocolate brand.
To get consumers involved, we will have an interactive website
feature where consumers can nominate homeless shelters of
their choice and share their stories/experiences. We believe that
this sales promotion event will bring about positive emotions for
consumers who are in the giving holiday spirit, as well as foster a
stronger brand personality.

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Flowchart

28

Goals

29

Year At A Glance

30

Media Costs & Impressions

31

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