amberlyn chocolate presentation

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