amberlyn chocolate presentation
TRANSCRIPT
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
Strengths• Flavor of the
product• No Sugar• 3 Net Carbs• Wide Product
Line
Weaknesses• Higher prices • Awareness is
extremely low• No Advertising
thus far
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”
Advertising OpportunityProduct Factors
Delicious sugar free, low carb chocolateWide variety of chocolate products
Advertising OpportunityMarket Factors
Negative connotation with phrase “sugar-free,” possible to use this to our advantage
Chocolate demand is always high, no matter the economy
Advertising OpportunityCompany Factors
$500,000 budget, $40,000 for productionEverything in the campaign is well within
Amber Lyn’s capabilities
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.
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.
Competition• Direct Competition:
o Russell Stover
• Indirect Competition:o Godiva
All chocolate companies, with a focus on other sugar-free brands
Demographic / Target Market
• Income: $50,000+• Focus in the following major
cities:o Los Angeles, CAo Seattle, WAo Salt Lake City, UT
Ideal Customer
Demographic:Female
Age 25 – 55Middle to upper class income
Has a familyGeographic:
Urban citiesPsychographic:
Currently eats/purchases chocolateConcerned with eating healthy
Emphasis on staying fit
PromiseAmber Lyn is the best tasting sugar free
chocolate on the market today.
Reasons WhyAmber Lyn is made from fine Belgian
chocolate and sweetened with Maltitol, which is 90% as sweet as sugar
L.S. HierarchyPurchase ConvictionPreference
LikingKnowledgeAwareness
AwarenessAwareness- 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.
Integrated Marketing Communication Planning Process
Competitive UsersWe 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.
First TrialMost of the Sales Promotions and Advertising
Campaign will be focused on creating first trial among chocolate consumers.
PositioningProviding Premium Chocolate at Moderate
Prices
The Product Life CycleCharacteristics• 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
Research
Test MarketsSeattle 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
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
Research Facts• Los Angeles:
o 2nd largest city in the United States (Population density 8,092/sq mi)
o Female population - 1,903,557o 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 - 304,630o Culture rich cityo Largest city in Pacific Northwest
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.
Primary Research
• Qualtrics Survey (n=32); Women• Findings:
o Validated company's demographic.o 75% of respondents feel guilty when eating
chocolate
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.
Creative
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
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”
Guilt Free TaglineData 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
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
Creative PlatformThe 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:SensesLifestylesSituations
Source: http://www.ncbi.nlm.nih.gov/pubmed/20828665
Reasons WhyFocuses on the value proposition:• benefits of health • benefits of the flavor
Integration:• Creative Campaign + Packaging Change
Creative
Print Advertisements
Creative
Web Applications
The Senses Campaign ads are transferrable to online media in the form of :• Banner Ads/Leaderboards• Skyscrapers • Billboards• Etc.
Production
Creative
Storyboards
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
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
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
NoSugar
Guilt Free
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…
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
Final Slide Dissolves inNarrator: Amber Lyn… guilt free chocolate
3 seconds
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 seconds3 Net Carbs No Sugar
Shot continued 3 seconds 2 sec
Her face shows pure blissScenery 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..
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.
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 blissNarrator: Relax and Indulge
“Guilt Free” dissolves in and floats
Guilt Free
Final Slide Dissolves inNarrator: Amber Lyn… guilt free chocolate
3 sec.
Production Cost
• Video:– $35,000
• Yoga Specialist• Studio Rental• Green Screen Studio Rental
– $5,000• Voice Editing• Video Production• Voice Over
• Magazine:– $5,000
Media
Media Objectives
Reach vs Frequency
The goal of this campaign is to increase awareness. This is done by focusing on reach
and total impressions
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)
ADVANTAGES OF MEDIA CHOSEN
Seattle MagazineWho 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
Seattle Magazine- Print
Seattle Magazine- eNewsletters
E-NEWS: SHOPPING AROUND • Sent out every Friday• Over 21,739 subscribers. • Banner Ads
Los Angeles MagazineWho 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
Los Angeles MagazineExtremely Influential Audience
Los Angeles Magazine - eNewsletters
• Stats– Over 35,000 subscribers. – Banner Ads– Open Rate 21%– Click Rate 11%
• Shop Newsletter• Dining Newsletter
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
Spotify
• Targeted• Growing• Variety of ads– Audio– Visual– Billboard– Video
• Lower cost– About $15 CPM
• Impressions
Spotify Homepage TakeoverClickable area that would take the user to a landing page
Spotify Billboard
Spotify Skyscraper
Spotify Bottom Leaderboard
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
BUDGET DISTRIBUTION
27%
73%
Distribution of Total Budget
MassOnline
Media Budget = $300,000
June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May $-
$5,000
$10,000
$15,000
$20,000
$25,000
$30,000
$35,000
$40,000
$45,000
Allocation of Budget for One Year
OnlineMass
Media Budget = $300,000
Low High
Low High
Budget
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
IMPRESSIONS
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
June July Aug Sept Oct Nov Dec Jan Feb Mar Apr May0
500000
1000000
1500000
2000000
2500000
3000000
Expected Number of Monthly Impressions
Impressions
Total = 17,667,000
Low High
Impressions
SOCIAL MEDIA RECOMMENDATIONS
January February March April
Content Creation Ideas
Trade Show/FestivalsCravers Club loyalty
Couponing in storeCouponing onlineCravers Club loyalty
Coupon in storeCoupon onlineRoad ShowCravers Club
Road ShowTrade Show/FestivalsCravers Club
May October November December
Content Creation Ideas
Couponing in StoreRoad ShowCravers Club loyalty
Pink WrapperProduct Partnership/bundlingCravers Club
Couponing onlineCouponing in storeSend to a FriendProduct Partnership/bundlingCravers Club
Couponing onlineCouponing in storeSend to a FriendCravers Club
MEASUREMENT
Plan
• Identify key performance indicators• Establish baseline KPI’s• Identify performance over campaign
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
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
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
KPI Performance
Baseline• June
– Facebook• September
– Facebook– Pinterest– YouTube
Performance• November
– All Media• February
– All Media• April
– All Media• May
– All Media
GoalsNovember 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
Sales & Promotion
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
Promotions- Trade
• Label Changes
• Trade Shows
• Road Shows
• Coffee Partnership
Label Change
• Changes: – Sugar Free to Guilt Free– Make 3 Net Carbs Larger and more Defined.
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)
Tradeshow Setup
Roadshows
• On average with promotional material the price per show is $600.
• Maintain the current roadshow format
• Add Promotional structure
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.
Roadshow Displays (Continued)
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
In-Store Coffee Brands
• Retail Store purchases per trip:
• Chocolate 23%• Coffee 21%
• Potential Bundling Partners– Folgers– Maxwell House– Gevalia
Promotions- Consumer
• Coupon
• Stand-Up Display (POP)
• Buy One Send to a Friend
• Pink Ticket Campaign
• Cravers Club: Loyalty Rewards
Coupon
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
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.
200 Points 200 Points 150 Points 200 Points
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
GAANT
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
Total Budget GANNT