debrief presentation for core team
DESCRIPTION
TRANSCRIPT
CHOCOBAKERYDEFINING THE OPPORTUNITY &
GUIDELINES FOR SUCCESSSensory Qual debrief
Presented by Tristan Fahey July 2012
2
Executive Summary
Background
The ChocoBakery space
- mapping for growth
- fit to growth platforms
- fit & appeal of global range
Building a growth strategy
- horizon 1-3 opportunities
Strategic Design Guidelines for future development
Appendices
CONTENTS
ChocoBakery has been identified as one way to leverage Kraft’s biscuit and chocolate portfolios. This opportunity is beyond simply creating new chocolate biscuit products, and is more about building permissibility, time of day and target audience opportunities into the chocolate portfolio.
This body of consumer work sought to build on several previous studies conducted in this area, namely Monitor segments/opportunity areas, Added Value Global ChocoBakery Strategic Framework research, and local research on Light Snacking.
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Executive summary
3
Background
4
An opportunity has been identified in leveraging Kraft’s biscuit and chocolate portfolios, and tap into current consumer habits of eating chocolate and biscuits together
The critical distinction in this opportunity is in creating a new, differentiated chocolate experience (building permissibility, time of day and target audience opportunities into ‘the world of chocolate’), rather than “another chocolate biscuit”
Several previous studies conducted in this area have provided background and a platform to build upon, namely Monitor segments/opportunity areas, Added Value Global ChocoBakery Strategic Framework research, and local research on Light Snacking
Objectives Key objectives of this work are to define the opportunity (emotional space, occasions, needs)
most lucrative to Kraft, considering it’s snacking vision, broad portfolio/ cannibalisation, and current global ChocoBakery offers, and to define product/pack ‘rules of engagement’ for a portfolio approach to the ChocoBakery opportunity
Process & Methodology
5
Session 1: the world ofChocolate and Bakery
Session 1: the world ofChocoBakery
Session 2: Global productExploration
Session 2: Fit withStrategic Platforms
Using homework exerciseas stimulus (collages and
favourite products),explore the associations,
needs, occasions, emotions and role of chocolate and bakery products in the lives
of consumers
Using ‘sensory qual’techniques, map the
world of ChocoBakery from the perspective of
product features and howthey overlay on more
emotional/conceptual territories
Using ‘sensory qual’techniques, rate and
overlay global productsonto our ChocoBakery
map
Overlaying/matchingproduct features &
territories to strategicplatforms
During June 2012 we conducted a series of ‘sensory qual’ workshops with consumers across 3 demographic groups (younger families, older families and adult households). We conducted 2 workshops with each demographic group, & each 4hr session was split into 2 (held a week apart).
6
Executive Summary
Background
The ChocoBakery space
- mapping for growth
- fit to growth platforms
- fit & appeal of global range
Building a growth strategy
- horizon 1-3 opportunities
Strategic Design Guidelines for future development
Appendices
CONTENTS
A word on approach…
7
We neither did a deep dive nor a gaps analysis on chocolate & bakery to look at the ChocoBakery opportunity.
Chocolate
Snacks that can be eaten throughout the day or
evening made from a combination of chocolate & baked
products
The focus was to understand and scope the intricacies of the collaborative space between the two, and in particular, how product features map to conceptual/emotional territories within it.
Biscuits/bakery
The ‘ChocoBakery’ space is more oriented towards bakery than chocolate
8
Snacks that can be eaten throughout the day or
evening made from a combination of chocolate & baked
products
Tim Tams
TV SnacksDanishes/Pastries/
Croissants
Lamingtons
Oreos
Choc Chipcookies
Chocbiscuits
Choc cake
Chocdoughnuts
Mix Max
Muffins
Profiteroles/Eclairs
Rum Balls
Brownies
Kit Kat
Twix
Time Out
FerreroGaiety
Reinforcing this is the fact that the physical in store location of
existing products is weighted more towards the biscuit aisle than the
chocolate aisle.
In store location is a marker of occasion & ‘naughtiness’, helping
define the current space (the guiltassociated with chocolate is a keyhurdle in positioning new offers).
The orientation to bakery is again reinforced by language –
‘snack’ is closer to biscuits whereas ‘treat’ is closer to the
chocolate category.
Consumers spontaneously define the space according to products they know, and most products they know draw more heavily from bakery cues.
The benefits chocolate contributes to biscuits are clear
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A feeling of abandon
My indulgence
Naughty/fun
Nightime
Savouring
Central to the moment (ie it
IS the moment)
Smooth
Fattening/Not healthy
Upbeat(happiness/joy)
‘addictive relief’
Taste/richness
More a treat
Pleasure
Reward Guilt
“like a hug in the mouth”
“an acceptable little sin”
Intentionaleat
Personal, even ifshared
The higher order pleasure related benefits chocolate brings to biscuits make it a naturallyappealing proposition
Snacks that can be eaten throughout the day or
evening made from a combination of chocolate & baked
products
It is harder to see what bakery contributes to the chocolate category
10
Work – MT or 3pm droop
Lunchbox/After school
More convenient
than cooking
Snackymore than
treaty
Enhances the moment
Togetherness/us
Filling
Comfort/nostalgia
Less sweet
Healthier/Less fattening
Birthday/ special treat
Sense ofControl
Texture/ variation
Being a good mum/good
choice Contentment
Almost anunconscious eat
Associatedrituals
“I’ve made a good choice
for the family”
“Something for everyone”
The benefits biscuits/bakery bring sit lower down on the human needs pyramid – being much more about functional human needs such as security of family, and hunger, than pleasure
The challenge: How to draw more enduring higher order benefits from adding biscuit to chocolate…beyond permissibility, texture and time of day, to build a truly meaningful proposition
Snacks that can be eaten throughout the day or
evening made from a combination of chocolate & baked
products
Some very distinct functional cues help orient products in this space
11
Chocolate Biscuit codes codes
Ratio of biscuit is greater than
chocolate
Biscuit is more visible than chocolate
Physical location
(biscuit aisle)
Separated
Landscape pack orientation
Size of piece(several bites)
Portrait packorientation
Ratio of chocolate greater than biscuit
Physical location(chocolate aisle)
Block format
Chocolate on the outside
Chocolate in bits
Biscuit in bits
Need tobreak apart
Size of piece(1-2 bites)
Tray-style(for serving)
Round(subtlety based
also on size)
Square/rectangle (subtlety also based
on size)
Soft (cakey) or crisp texture
Smooth or firm texture
These codes and cues are clear and obvious in their own categories, but success or failure in theChocoBakery space will in part be determined by the complexities of how these functional cues
are married together with the emotional triggers from each category in creating new products/offers.
Not real chocolateSnacks that can
be eaten throughout the day or evening made from a combination
of chocolate & baked products
Deep diving into the ChocoBakery space
12
Unlike traditional brand/product mapping exercises, we used a sensory mapping technique to scope out the impact of product features on driving conceptual or emotional space
Consumers were asked to view/taste 22 products that existed in the market, and map them according to their similarities and differences
Following this, impact on the ‘who, what, when, where and why’ of usage in the context of their own lives was explored to overlay conceptual space on groupings of product features
The resulting maps produced in each group were then consolidated to form an overall map, which was then used to assess the appeal and relevance of a set of global product offerings
In the analysis stage, insight from the full group process was used to rebuild/refine/enhance the map
Various axes were settled upon in each of the six groups, and included;
Rich (tasting) Less Rich (tasting)
Heavy/ substantial Light/ less filling
Adults (for me/ us) Kids (for them)
Naughty/ indulgent Better for you
Special occasion Anytime
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Simple(not complex)
SmallerNot too messy
No nuts
WholesomeNot too sweet/sickly
Proportionally biscuity(vs chocolate)
Bits of chocolate rather than enrobing
Homebaked cues
Fun(eg shapes/branding)
Richer/sweeterVisibly chocolatey
SmallerCelebratory cues
Allows for more complex textures
and tastesVisibly wholesome
Nutritional ingredientsFruity/nuts/fibre
Not too sweetThin layer of chocolate
or bits of chocolate
Chocolatey (esp dark)Richer/sweeter/creamier
Delicate or decadentSmall pieces
Fills the tummyTexture/size = bigger eat
Has some nutritional valueIntentional eat
Can eat lots without filling upTexture/size = smaller eat
Usually associated withmindless nibbling
Mapping for growth:products at the extremes
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Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Simple(not complex)
SmallerNot too messy
No nuts
WholesomeNot too sweet/sickly
Proportionally biscuity(vs chocolate)
Bits of chocolate rather than enrobing
Homebaked cues
Fun(eg shapes/branding)
Richer/sweeterVisibly chocolatey
SmallerCelebratory cues
Allows for more complex textures
and tastesVisibly wholesome
Nutritional ingredientsFruity/nuts/fibre
Not too sweetThin layer of chocolate
or bits of chocolate
Chocolatey (esp dark)Richer/sweeter/creamier
Delicate or decadentSmall pieces
Fills the tummyTexture/size = bigger eat
Has some nutritional valueIntentional eat
Can eat lots without filling upTexture/size = smaller eat
Usually associated withmindless nibbling
Mapping for growth:products at the extremes
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Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Occasion naturally overlays on product axes to form opportunity territories
15
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Product features that drive the map
16
Lunchbox
Afterschool
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Product features that drive the map
17
“I feel like a good mum…as good as
my mum was”
• associations with fun/celebrations• visibly chocolatey• food values less relevant• decoration adds to the experience
• small pieces to balance richness• easy to eat/hold
• icing = cake/celebratory (otherwise like muffins)• jam = fun/kids•ideally not too messy (ie chocolatey fingers & face) but it also adds to the fun/naughtiness• rich and sweet
•nostalgic/happy memories (not sophisticated)
• visibly ‘good for you’ (almost ‘ugly’)• not covered in chocolate• food values more visible than treaty values• rough/rustic/irregular looking
• small pieces/easy to eat and hold• dunkable/playable
• wholesome ingredients• filling balanced with treaty-ness• not too rich/sweet• pieces of chocolate rather than enrobing• homebaked associations
• value/affordability• travels well (lunchbox)• suitable as nude food (packaging)
Visual
Size/Shape
Ingredients/taste
Other
Visual
Size/Shape
Ingredients/taste
Other
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Product features that drive the map
18
• wholesome ingredients…visibly ‘good for you’• rough/rustic/hearty look = healthier• “feels like I cut it up”• food values as visible as treaty values (chocolate enrobing OK)
• one handed consumption for car• small eat (ie 2-4 bites)
• filling product, interesting eat due to ingredient combinations• fruit & nuts (fruit = health), Grains, Biscuits, (multiple textures)• not too rich/sweet…almost bland• dark chocolate = more permissible
• easy to grab and eat on the run• easy to keep in handbag/desk/carindividually wrapped for on the go (eg 2 x Gu pieces) • chocolate less visible than biscuit
• homey and rough looking = less guilt
• small pieces…2-3 bites
• less chocolate than biscuit• thin layer of chocolate on one side• drier texture = good for dunking• sweet but not too rich
• simple/not complex• accompaniment to hot beverage
Visual
Size/Shape
Ingredients/taste
Other
Visual
Size/Shape
Ingredients/taste
Other
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Product features that drive the map
19
• pretty/attractive (decoration on top, layers when cut, part-dipped, interesting inclusions)• dress up as dessert, or serve as is
• must not leave you too full (smaller size or lighter texture) - it’s the balance between guiltand pleasure that entices• eat with fork/spoon (like a dessert) - larger OK• eat by hand – needs to be smaller to pick up/2-3 bites
• rich taste (jam, cream, buttery, dark chocolate, mudcake) balanced by light texture (cake, puff pastry, shortbread) or small size• thin layer of chocolate – crack through enhances experience• dark chocolate = more special/indulgent
• perception of freshness (for serving to guests)
• more special/indulgent if no need to break (ie separated pips)• more like a Tim Tam covered in chocolate• dark chocolate highly appealing• more chocolate than biscuit (wafer not ideal for after dinner)
• smaller block = more likely for ‘me/2 of us’• larger/bulky pip = gluttonous/filling (scary!)
• thicker layer of chocolate• mint for after dinner• smooth, rich, luxurious texture (not complex/challenging)
Visual
Size/Shape
Ingredients/taste
Other
Visual
Size/Shape
Ingredients/taste
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Product features that drive the map
20
• block format - involvement in breaking apart = shared times (family, not friends)• more chocolate than biscuit (presence of biscuit = earlier in day/afternoon, &/or greater volume)
• portions exactly equal (avoid fights)• bulkier/larger pips = kids/afternoon (but only with wafer to break up chocolate)…or if separated, afternoon/evening treat
• something everyone loves (not polarising flavours/textures) • covered in (thick) layer of chocolate• (more for kids if biscuit is visible eg not entirely enrobed)
• chocolate covered = more for evening (ie vs biscuit,savoury snacks etc)• each piece similar (ie promotes mindless eating)
• small (poppable) light texture, light crunch, not too complex • smooth shapes in your mouth enhance mindless eating
• sweet taste but not too rich (ie moorish)• salty/choc also delivers to this but is polarising• small amount of chocolate (eg thin coating)
• kids and adults (ie not too polarising)• suitable with or without hot beverage
Visual
Size/Shape
Ingredients/taste
Visual
Size/Shape
Ingredients/taste
Other
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/oureveningtreat
AfternoonTea (me/us)
Entertaining/Serving toothers
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Product features that drive the map
21
• chocolate covered (can be thicker in the afternoon but not as thick as evening)• delicate, or decadent & small to minimise guilt• pretty/attractive (decoration adds specialness as do European visual cues)• homemade or fancy = gone to some effort
• 2-3 bites (little pieces like meringues associated with light, happy feeling….• bigger = more a treat/reward
• nice chocolatey taste or delicate pieces with interesting layering/sensory experiences• texture not too challenging (eg hard crunch)• slivered almonds = special
• ritualistic/fun (takes you away)• mostly compatible with hot beverage
Visual
Size/Shape
Ingredients/taste
Other
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Product features that drive the map
22
In summary, certain product features can be used to position products in several spaces on the map, but it is thecomplexity of features married together that defines positioning
Homebaked/Homemadeassociations drive“I’m a good mum”
but appealing to kids via‘treaty-ness’ is key to
being a good mum too
Homebaked/Homemadeassociations drive
health cues and minimise guilt,along with drier texture to go
with hot beverage
Homebaked/Homemadeassociations say
“I’ve made an effort”, butrichness/indulgence is also
key to this occasion
A word on the block…
23
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Although the (chocolate) block’s centreground is in Casual Sharing territory, it also sits comfortably in My/our Evening Treat, and Entertaining/Serving others, depending on the execution
Breakaway block however, is a bit schizophrenic;
It neither fits as a casual family share…too bulky each pip likened to a whole chocolate biscuit weakens the bonding experience of a more traditional block
Nor is it really a special evening treat… not indulgent enoughtoo chunky/challengingwafer more appropriate for earlier in the day
And although it also fits afternoon tea & kids treats…the product style (ie wafer/fingers enrobed in a heavy layer of chocolate) is not ideal for theseoccasions (a block you have to break apart)
Although the (chocolate) block’s centreground is in Casual Sharing territory, it also sits comfortably in My/our Evening Treat, and Entertaining/Serving others, depending on the execution
Breakaway block however, is a bit schizophrenic;
It neither fits as a casual family share…too bulky each pip likened to a whole chocolate biscuit weakens the bonding experience of a more traditional block
Nor is it really a special evening treat… not indulgent enoughtoo chunky/challengingwafer more appropriate for earlier in the day
And although it also fits afternoon tea & kids treats…the product style (ie wafer/fingers enrobed in a heavy layer of chocolate) is not ideal for theseoccasions (a block you have to break apart)
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Lunchbox
Afterschool
Fighting Goliath – where does Tim Tam play?
24
Tim Tam sits over a number of occasion territories due to its multiple chocolate forms (ie a thin layer of chocolate plus light biscuit allows consumption across the day, while the rich chocolatey taste makes it a
perfect evening treat). Its eating ritual (bite, dip, melt, suck) adds playfulness & talkability, making it perfect for kids and adults alike…an indulgent treat that is not too serious.
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Lunchbox
Afterschool
Mapping for growth – bringing territories to life
25
More for us
conceptual territory
critical product features
who
Mums to Kids (rarely shared)
key needs
To be a good mum/to be seen to be a goodmum, to adhere to school policy, to nourish, to fill and to treat kids, to makegood afforable choices
what
‘Good food’ (eg sandwich/light meal, fruit,cracker/cheese, muesli bar) then treats (homebaked cookie, mini muffin, choc biscuit,and sometimes fun size/snack size choc)
-More biscuit than chocolate-Biscuit visible before chocolate (ie enrobing is largely out)-Homemade appearance (rough/rustic/uneven)-Small size (2-4 bites for little mouths)-Easy to hold and eat-Dunkable/playful for after school
nourishing
homeywholesome
simplejoy
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mapping for growth – bringing territories to life
26
More for us
conceptual territory
critical product features
who
For the kids, but adults likely to indulge due to childhood memories
key needs
whatSmall size (must not be filling), rich/sweet but not sickly, fun shapes/shapes of childhood, taste/texture that is not challenging,broad taste appeal for kids, looks a bit naughty, softer texture
celebration
For mum: to show love with celebration, to bring joy, to be seen to make an effortFor kids: messy, rich/sweet, interestingtextures/tastes, lots of fun
Traditional symbols of childhood & fun: WagonWheels, cupcakes, meringues, lamingtons, Freddo, lollies
joy
love
shared fun
memories
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Morning
tea
Mapping for growth – bringing territories to life
27
More for us
conceptual territory
critical product features
who
All/most adult males & females with a hot beverage – older consumers most likely to allow a more indulgent treat/snack
key needs
what
-more biscuit than chocolate-thinner layer of chocolate than chocolate block/bar-biscuit more visible than chocolate-wholesome/homemade/rustic feel with enough sweetness toenhance the cuppa
wholesome
comfortingcontemplative
earthy
(At home): biscuits and chocolate biscuits,homemade slices, fruity/nutty slices
To feel like I’ve made good/healthier choices earlier in the day, while treatingmyself to a little break…a reboot beforethe rest of the day’s chores.
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Gap fill/onthe run(for me)
Mapping for growth – bringing territories to life
28
More for us
conceptual territory
critical product features
who
Mums (for self)
key needs
To take the edge off hunger between meals, or if a meal is missedTo treat myself when too busy to stop
what
-Grab and go (easy to carry, to store in handbag/desk/car)-Easy to eat/not messy-One handed consumption-Substantial/more complex eat-Not too sickly sweet (balance btwn treat and meal)-Fruit/nuts add health cues
sustaining
Morning: muesli bars, biscuits, fruit, minimuffins, fruits/nutsAfternoon: similar but chocolate features more heavily (choc bars, choc nut bars etc)
deserving
compromise
wholesometreat
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
IntentionalCasual sharing
conceptual territory
critical product features
who
Kids, parents, grandparents, close friends sharing together
key needs
Simple treats that the whole family love, are affordable for everyday, and both kids & adults can equally enjoy. Smooth and comforting texture. Reinforcing childhood traditions.The interaction with the treat (ie breaking apart a block of chocolate, dressing up your icecream) is part of the ritual and shared moment.
what
-interaction with product-enough to share-preferably portable with no utensils required (casual/muck in)-simple, not messy-indulgent (preferably chocolate covered)-not too filling/substantial, small pieces to share around
bonding
upbeatcasual
Block chocolate, ice cream/desserts, packs you stick your hand in (eg Favourites, fun size chocolates)(more traditional, less sophisticated products)
all of us
Mapping for growth – bringing territories to life
29
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Mindless (movie)snacks
conceptual territory
critical product features
who
Families and friends around a shared activity (eg TV/movie)
key needs
what
a moment enhanced
-small/poppable pieces (no breaking apart)-each similar shape/size-looks good in a bowl-everyone loves (broad appeal)-textural variety/playful in mouth
Snacks/treats that enhance the moment, rather than beingcentral to the moment. Includes boredom relief.
Pods, pretzels, Shapes, chips, nuts, bite size chocolate,Maltesers, lollies
guilt free
fun times
Mapping for growth – bringing territories to life
30
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
AfternoonTea (me/us)
conceptual territory
critical product features
who
key needs
Keep me going (mentally), and reward myself for gettingthrough the day (so far). Indulgent treat; sweet and rich but small – won’t spoil appetite. Part of reward is visual appeal
what
-delicate or decadent (but small)-multi-textured but not too complex-not too worthy/wholesome-pretty/attractive (especially to serve, but even for me)-not messy-not filling/substantial
Women alone or with a friend, largely at home
breather
shelterChocolate biscuits, slices, cakes; from simple (Choc Teddy Bears) to more complex (Tim Tams) to more decadent (Rocky Road chocolate…”just one piece of course!”)
reward
Mapping for growth – bringing territories to life
31
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
My/ourevening
treat
conceptual territory
critical product features
who
key needs
what
blissguilt/regret
-rich, smooth chocolate-small pieces-strong desire for dark chocolate-not filling/substantial-chocolate enrobed
Adults – alone or with partner
Small, rich, personal treat/indulgence once kids are in bed.Stop the bus! I’m off!
Cadbury Mousse block, Ferrero Rocher, Lindt, Tim Tams,Mint Slice, CDM block
relax
Mapping for growth – bringing territories to life
32
abandon
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Entertaining/Serving to
others
conceptual territory
critical product features
who
Adults sharing with friends – special occasion afternoon or post-dinner
key needs
what
special
-rich, decadent-impressive to look at-soft, dessert-like consistency (eg cream, pastry, cake)-small (2-3 bites?) and satisfying-high proportion of chocolate
impressiveindulgent
pleasure
Cakes, pastries, specialty chocolates, patisserie items.Dark chocolate – usually individually wrapped (Lindt balls,Ferrero Rocher)
To enjoy indulging together with friends/family, where thespecialness of the moment assuages the guilt associated with very indulgent sweet treats
Mapping for growth – bringing territories to life
33
Key opportunities for ‘Chocolate +’ offer
34
In identifying opportunities within the “chocolate plus bakery products” map, we have focused on those opportunities which are more closely aligned with
chocolate, giving Cadbury a more obvious ownable leverage point.
There are clearly significant opportunities in simply bringing Cadbury’s real chocolatecredentials to biscuits, but this has not been the primary focus of this work.
In identifying opportunities within the “chocolate plus bakery products” map, we have focused on those opportunities which are more closely aligned with
chocolate, giving Cadbury a more obvious ownable leverage point.
There are clearly significant opportunities in simply bringing Cadbury’s real chocolatecredentials to biscuits, but this has not been the primary focus of this work.
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Key opportunities for ‘Chocolate +’ offer
35
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Opportunity #2:
MID MORNINGGRAB & GO
Opportunity #3:WITH A HOTBEVERAGE
Opportunity #4:FUN FAMILY TIMES
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Anyday Special for Kids
36
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
• muffins, cookies, homebaked & plain
biscuits• wholesome, healthy
treat• visibly better for you
• everyday
• more treaty thanmuffins/cookies
• more permissible thancupcakes, chocolate bars• Kit Kat, Milky Bar, Tim
Tam, Choc Teddys• 1-2 times/wk in lunchbox&/or after school at home
(but can be on the go)• This is the territory for
newness/new offers
• cupcakes, chocolate bars• special occasion/
celebration• visibly chocolatey & rich/
sweet• nostalgia/happy
memories• not sophisticated
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Fit to Strategic Platforms
37
strong fitbut not so everyday
strong fitbut not so everyday
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Treating… Mums to Kids
I often keep treats on me when I am running errands or running the kids around. Just in case they get rowdy the treats will buy me
some time and peace and quiet.
Treating… Mums to Kids
When the kids get home from school they’re tired and cranky and I am looking for tasty treats that are quick and yummy that will
make the kids happy again
?
?
Opportunity – Mums to Kids platform
38
Mums to younger kids – mostly not sharedWHO
When I feel like they deserve a treat that is a bit morespecial than they get everyday, or when I feel like I wantto say “I love you”….nothing too unhealthy, just a bit special
WHY
Trusted to deliver quality/consistency for a highly emotional occasion
IMPACTOF BRAND
Both insights miss the bullseye: it is less about mum’s desperation to solve a problem (noisy or cranky kids), & more about her desire to show love through treating in a more special way than she does everyday
RESONANCEOFINSIGHT
Some impact on snack size/fun size but greater frequency through permissibility if biscuit/chocolate combinations…therefore tapping into other competitive brands
Also likely to tap into the on the go behaviourrecognised in the first insight, but this is not the primary driver
IMPACTONPORTFOLIO
Treating… Mums to Kids
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Mid Morning Grab & Go
39
Opportunity #2:
MID MORNINGGRAB & GO
• mid morning, with a hot beverage• sit down – home/work (or
café…more indulgent)• alone or with friends
• less chocolate than biscuit• biscuit more visible than chocolate
• sweet but not too rich• drier biscuit textures go best
with a cuppa
• mid morning – no hot beverage• grab & run formats…..fruit, oat bars, muesli bars, biscuits, muffins, yoghurt
and chocolate bars for some• mid morning - either skipped
breakfast or hungry between breakfast and lunch
• products that are filling & interesting• handbag, desk, car
• visibly better for you
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Fit to Strategic Platforms
40
Mid Morning Break … Without a Hot Beverage
strong fitbut less about
a break
strong fitbut less about
a break
Opportunity #2:
MID MORNINGGRAB & GO
Opportunity #2:
MID MORNINGGRAB & GO
Mid Morning Break … Without a Hot Beverage
In the middle of the morning, I start to lose my concentration, I don’t have time to stop for a proper break but I want something sweet to
nibble on that helps keep me going
I had a very early breakfast and need something to tide me over mid morning, but there is
nothing that’s easy to grab and go, that tastes great too
?
Opportunity – Mid Morning Break platform
41
Busy mums of both older and younger kids – working or non-working
WHO
To fill a hole, to keep me goingWHY
Difficult (but possible) for Cadbury to play here – role of chocolate must be carefully considered
IMPACTOF BRAND
Second insight is true; its about grab & go when you don’t have time for a break, & because its morning the healthier combination of choc/bisc is appropriate
RESONANCEOFINSIGHT
Introduces the branded portfolio to new time of day and different competitive set – new clean volume taken from competitors rather than current portfolio
IMPACTONPORTFOLIO
Mid Morning Break … Without a Hot Beverage
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
With a Hot Beverage
42
Opportunity #3:WITH A HOTBEVERAGE
• with a hot beverage/
afternoon
• ritualistic and fun
(takes you away)
• delicate or decadent and small
• interesting to look at/to eat
• Tim Tam territory (and choc
biscuits, cakes, slices)
• Home, work, cafe
• indulgent wind down cuppa
and treat after dinner
• usually when house is quiet
• chocolate territory
(blocks/premium)
• rich and delicate/small
• dark choc, mint, smooth
and luxurious texture
(not challenging)
• mid morning, with hot bev
• sit down – home/work (or
café…more indulgent)
• alone or with friends
• less chocolate than biscuit
• biscuit more visible than
chocolate
• sweet but not too rich
• drier biscuit textures go best
with a cuppa
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Fit to Strategic Platforms
43
… with a Hot Beverage … with a Hot Beverage
When I have a hot drink – I love choosing a sweet treat to go with it, but I can’t find that perfect combination of chocolate and bikky.
When I manage to snatch away a little moment for myself to recharge I love to sit down with a hot drink and a slightly more
indulgent treat but it is so disappointing when the treat doesn’t live up to my expectations.
X
?
Women…..especially (bit not exclusively) adult HHsWHO
To satisfy my chocolate craving in a ‘safe/permissible’ way- more chocolate/less guilt
WHY
It’s the ‘green light’ to indulge in real chocolate/more chocolate earlier in the day!
IMPACTOF BRAND
The real insight here is…”once I get to the afternoon, all I really want is chocolate, but I usually don’t allow myself to indulge so early…so I choose something that is biscuity with a bit of chocolate…..but what if I could get REAL chocolate, and lots of it, and not feel too guilty about it!
RESONANCEOFINSIGHT
i) Growth through afternoon consumptionii) Anticipated increase in volume/frequency of consumption in evening occasion due to greater permissibility
IMPACTONPORTFOLIO
Opportunity – With a Hot Beverage platform
44
… with a Hot Beverage
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Fun Family Times
45
Opportunity #4:FUN FAMILY TIMES
• relaxed family times – shared food/shared treats
• blocks, choc biscuits, cakes, fun size/snack size, other bakery items
• after dinner, afternoon at home, picnics, BBQs
• The bonding is the fun
• treats enhance the fun familytime
• TV/movie nights with family or friends
• Bite Size: PODs, M&Ms, Maltesers, savoury snacks
• At home or at friends’
Fit to Strategic Platforms
46
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Family Sharing
Family Sharing
There are too few opportunities to connect with the people we care about. I feel happy when I’m hanging out with my family and friends. A delicious sweet treat that everyone loves can really bring
us together and enhance those moments.
Opportunity #4:FUN FAMILY TIMES
Opportunity #4:FUN FAMILY TIMES
strong fit
(bite size/block)
strong fit
(bite size/block)
Opportunity – Family Sharing platform
47
Younger and older families, plus grown up families getting together – also with their friendsWHO
Block occasion: to bring the special times we share blocksof chocolate, to other times of the day Bite Size occasion: to enhance the fun without too much guilt
WHY
Already carries with it the essence of family sharing - trusted in this space
IMPACTOF BRAND
True for all….whether a mindless snack occasion or a more intentional sharing occasionRESONANCEOFINSIGHT
Growth in bite size portfolio – taking share from M&Ms, PODs, Maltesers and savoury snacks growth in blocks through i) earlier in day, and ii) greater permissibility for evening consumption
IMPACTONPORTFOLIO
Family Sharing
Summary of portfolio opportunities in relation to those identified through Monitor
48
Sharing & Bonding
Everyday Indulgence Snacking Only the BestOnly the Best
Everyday Family Sharing
Intimate Sharing
Informal Sharing with Friends
Personal Bliss
With a Hot Beverage
Intense Evening Treat
Hunger
Light Snacks for Female Cravings
Premium Personal Bliss
Sweet Fix
Fun Family Events Premium Intimate Sharing
Thoughtful Gifting*
FUN FAMILY TIMES
FUN FAMILY TIMES
MID MORNINGGRAB & GO
MID MORNINGGRAB & GO
ANYDAY SPECIAL FOR KIDS
WITH A HOTBEVERAGE
For discussion…
49
INDULGENT SNACKS LIGHT SNACKS
AND EMOTIONS LIKE
THIS…
IN PRODUCTS LIKE THESE…
DRIVE CONSUMPTION EXPERIENCES LIKE THIS…
PRODUCT FEATURES LIKE
THIS…
PLEASURE,
NAUGHTY, GUILTY
MELT IN MOUTH,
INVOLVED
•Medium Brown• Quality Ingredients•Total Chocolate Coating•Soft, Tender, •Multi-textural, •Nice bite,•High Mouth coat
COMFORTINGENJOYABLELESS GUILTY
INVOLVEDPOPPABL
E MOREISH
•Bite Size, •Variety of Colors or Browns, •Some identifiable whole ingredient, •Candy or 3 sided Chocolate Coating•Soft, Tender, Dual-textural with contrast•Moderate Mouth coat
COMFORTINGFUN, HAPPY,
JOYFUL, CONTROL
POPPABLE HAND
TO MOUTH
•Smaller Bite Size•Variety of Colors or •Browns•Quality Ingredients•Partial ChocCoating •Soft, Tender, Dualtextural with contrast •waxy bite or Crisp (thin) Candy Shell •Moderate Mouth coat
SAFE, NOSTALIGIALESS GUILTY
LOTS OF LITTLE BITES,
EASY TO HOLD CLEAN
EAT
•Thin stick, or small pieces. •Variety of Browns, •Some identifiable whole ingredient,•partial choc coating•Interior texture focus•minimal texture contrast. •Minimal Mouth coat
CONTENTMENT
BALANCE
CLEAN EAT, CHEW/CRUNCH
MILD FLAVOURS, CUSTOMISABLE
•Color of healthy ingredient, •See ingredient. •Chocolate drizzle or chunks•Light, not dense •Falls apart in mouth, •chewy, •Low Mouth coat
SMARTER NURTURING
POPPABLE HAND TO MOUTH, STUCK
TOGETHER
•Primary color of healthy ingredient, •Raw identifiable healthy ingredient. •Possible light Chocolate drizzle•1-2 textures•less processed, •not dense, •crunchy,•Mouth clearing
GOOD FOR ME
RELAXED
POPPABLE HAND TO MOUTH, FALLS
APART IN BITS
•Authentic whole pieces,•Unrefined, Natural Colors•No chocolate•Multiple simple textures,•Light weight, •Chewy and dense textures or crisp,•Mouth clearing
A AB B BC C CD D
Fit & Appeal of Global product range
50
Products tasted and assessed visually
200g CDM Golden Biscuit Crunch (675)
120g Cookies and Cream (Oreo) (103)
300g Milka Choco Swing Cookie (529)
Garibaldi and Crème(799)
Sandwich –LU (287)
Sandwich –TUC (404)
Brownie Tablet(163)
300g Milka Choco Swing Wafer (360)
300g Milka Schoco & Keks (941)
Locally sourcedbubbly biscuit
(319)
Fit & Appeal of Global product range
51
Product Overall appeal Fit with CB idea Fit with occasion Recs re portfolio
103 Cookies and Cream
(Oreo)
Seen as very sweet and indulgent – rated 6+/9 by 80% of consumers (both taste and texture appeal)
More a chocolate line extension than a unique CB offer
Indulgent afternoon treat for self/guests, and for some, special bedtime treat for kids (some resistance to breaking apart for friends)
JDI – assess volume potential of different formats (ie block, separate rows or pips, or tray)
360 Milka Choco Swing Wafer
Almost a ‘must do’ in the range – rated 6+/9 by 80% of consumers (both taste and texture appeal)
More a chocolate line extension than a unique CB offer
”Anytime, anyone”
-at home
-adds permissibility for evening (greater vol vs chocolate)
-brings block earlier in day (a’noon/morn?)
-kids/after school/ lunchbox/on the go
-even broader occasion if individual serves (row)
JDI – assess volume potential of different formats (ie block, bar, separate rows, or tray)
529 Milka Choco Swing Cookie
“It’s a Tim Tam”
Special, indulgent offer for evening treats – rated 6+/9 by 70% of consumers (too rich for others)
Seen as a truly unique CB offer, bringing the best from biscuits (TimTam) and chocolate (CDM block) together…
‘real chocolate, more chocolate’ is what appeals vs Tim Tam
-indulgent evening treat to share
-replacing Tim Tam/ Lindt/Kit Kat
-close friends & family (more indulgent moments than CDM block)
JDI – assess volume potential of different formats (ie separate pips, bite size, block, or tray)
Fit & Appeal of Global product range
52
Product Overall appeal Fit with CB idea Fit with occasion Recs re portfolio
675 CDM
Golden
Biscuit Crunch
Indulgent afternoon or evening treat - rated 6+/9 by 70% of consumers (texture appeals, layer of ‘cream’ too rich for some)
Strong fit – seen as good combination of biscuit & chocolate with an interesting creamy layer
To share with friends in afternoon over a cuppa (some resistance to breaking apart with fingers) or bedtime treat for kids
Consider separated rows or fingers in a block or a tray
941 Milka Schoco & Keks
A tasty chocolate biscuit with ‘real chocolate’ - rated 6+/9 by 75% of consumers
More like a chocolate biscuit in a block…less unique, but brings chocolate to afternoon
Claimed usage for afternoon tea (but how different to choc biscuit?)
-on the go, picnics, BBQs, daytime sharing (but questions over messiness of block format for on the go)
Too much chocolate (thickness) for a genuine afternoon contender but with less chocolate, lacks a point of difference vs choc biscuits – more differentiated alternatives for Cadbury to consider
799 Garibaldi and Creme
Very complex and confusing - rated 6+/9 by only 45% of consumers
Strong fit…. Not sure when/how to use (perception that complex range of ingredients did not marry well)
Drop
Fit & Appeal of Global product range
53
Product Overall appeal Fit with CB idea Fit with occasion Recs re portfolio
404 Sandwich TUC Just as sweet/ savoury is polarising, so too is this offer – less than 45% rated it 6+
Strong fit – different, but confused
Confused re occasion – too big/too square for mindless TV munch, too much chocolate for pre-dinner snack (like chocolate pretzels)
Drop – too polarising and lacks passion in response even amongst those who ‘like’ it
287 Sandwich
LU
Seen as randomly ‘stuck together’ as if by an apprentice – <45% rated it 6+
Strong fit – biscuit plus decent amount of real chocolate
Morning tea (small portion makes chocolate OK), kids after school, afternoon tea/with friends
Drop - not appealing nor differentiated enough to stand out
163 Brownie Small Tablets
with Almond
Appearance, size and shape all very appealing – once tasted, only 1/3 rated it 6+
Chocolate enrobing increases fit with a differentiated CB offer (ie not just a brownie, but more of an indulgent treat)
Strong fit to indulgent afternoon tea (alone or with friends) or dessert occasion
Recommend reformulation of actual brownie (address poor aftertaste and dry texture) – ie not clear what it is supposed to be (taste/texture)
319 locally sourced bumpy biscuit (milk/dark)
Strong appeal especially mums of older kids & adult HHs
Strong fit – more than just a chocolate biscuit due to texture of centre (more like a Crunchy bar) and bubbly appearance
Very broad occasions from MT to evening, and from kids snacks to serving for guests, and on the go filler – will depend on format
Strongly recommend for assessment as block, bite size and/or bar formats
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Summary – fit with opportunities
54
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Opportunity #2:
MID MORNINGGRAB & GO
Opportunity #3:WITH A HOTBEVERAGE
Opportunity #4:FUN FAMILY TIMES
Local bubblybiscuit
Local bubblybiscuit
Cookies & Cream
Cookies & Cream
Choc SwingWafer
Choc SwingWafer
Choc SwingCookie
GoldenBisc Crunch
Brownie
Choc SwingWafer
GoldenBisc Crunch
Choc SwingWafer
Fit & Appeal of existing concepts
55
Chocolate Block withCrunchy Digestive
Biscuits
Chocolate Block withMultiple Layers of Crunchy Golden Biscuits, Vanilla Cream and with a
Layer of Raspberry Jam
Mini Muffins with ChocChips covered in
Chocolate
Chocolate Block that combines the Lusciousness of a
Brownie in a Block
Chocolate Freddo withCrunchy Biscuit andHoneycomb pieces
Chocolate Buttons with Biscuit pieces
Choc coated Biscuit
Buttons
Cruskit
Sandwich
Products only assessed as visual concepts
Fit & Appeal of existing concepts
56
Product Overall appeal Fit with CB idea Fit with occasion Recs re portfolio
814 Enrobed Mini Muffins
Strong appeal Strong fit – a genuine benefit over non-enrobed mini muffins
Kids after school 1-2 times/wk or special occasion/parties (+ afternoon tea for mum/friends)
Continue development
692 Cranberry Frombozen (raspberry)
Very strong, assuming fruit contents are genuine fruit, and not sickly jam
Strong fit – though closer to chocolate block line extension
After dinner, serve to guests
Continue development
206 Brownie Tablet Strong stated appeal, but many questions raised about texture/taste, how to cut it etc
Strong fit – genuine marriage of bakery & real chocolate
Kids lunchbox/after school 1-2 times/wk, and afternoon tea with friends
Feels like there is potential there, but product a long way off…possible for continued development
478 Marabou Digestive
Strong stated appeal based on permissibility
Just another chocolate block
Stated fit for morning or afternoon tea
Hypothesis is that appeal is greatly overstated vs actual purchase intent
Fit & Appeal of existing concepts
57
Product Overall appeal Fit with CB idea Fit with occasion Recs re portfolio
521 Chocolate Buttons with biscuit pieces
Strong appeal though not more than current buttons (more limiting because you can’t cook with them)
“Its just a chocolate button”
Kids after school, after dinner treat
Likely to directly cannibalise chocolate buttons
810 Chocolate coated biscuit buttons
Strong appeal for adults and kids
Strong fit – ‘unique’ chocolate format with half/half biscuit
Kids lunchbox/after school treats
Continue development
Cruskit sandwich Strong dislike Strong fit - No idea when/how to use it
Drop
935 Freddo with honeycomb & biscuit
Strong appeal (assumption it already exists)
Weak – seen as another Freddo chocolate
- Kids lunchbox/after school 1-2 times/wk - Party bags
- Consider as part of Freddo line extension strategy
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Summary – fit with opportunities
58
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Opportunity #2:
MID MORNINGGRAB & GO
Opportunity #3:WITH A HOTBEVERAGE
Opportunity #4:FUN FAMILY TIMES
3 planned launches
59
Product Overall appeal Fit with CB idea Fit with occasion Response to execution
Cadbury Freddo Double Choc Biscuits
Strong appeal Brings Freddo into a more everyday space than it currently sits (it’s centreground shifts from right to left on our map (ie more Anyday Special)
Kids lunchbox or after school 1-3 times/wk (and more for some)
Also a treat adults will ‘sneak’ throughout the day
Biscuit share pack and multipack both work well and fit to occasion
Less purple on pack means less chocolate, and allows Cadbury to play outside chocolate category
Cadbury Fingers Strong appeal (though recognition by some that it already exists)
Classic CB play – a chocolate biscuit in the shape of a chocolate bar = permissibility with fun and indulgence thrown in
As above (classic variety)
Also family share earlier in the day
Caramel variety sits more afternoon tea for adults
Seen as unique in the biscuits space
Less purple on pack means less chocolate, and allows Cadbury to play outside chocolate category
Cadbury Choc Chip Cookies
Strong appeal Seen clearly as a biscuit category play
“a quality chocolate chip cookie with real chocolate”
Kids lunchbox, after school
Morning tea
Husband’s lunchbox
Anytime snack
Looks like good value…lots of choc chips and real chocolate
Less purple on pack means less chocolate, and allows Cadbury to play outside chocolate category
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
Summary – fit with opportunities
60
Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Opportunity #2:
MID MORNINGGRAB & GO
Opportunity #3:WITH A HOTBEVERAGE
Opportunity #4:FUN FAMILY TIMES
Freddobiscuit
CadburyFingers
CadburyFingers
Choc chipCookies
Choc chipCookies
Next Generation Block
61
Thin block with visible inclusions
-adds indulgence,after dinner, special occasion
cues,can dress up dessert
Unusual shaped block with visible toppings
-adds to fun for afternoon or casual after dinner occasions,
more family than friends
Chunky, rustic block with visible inclusions
-adds indulgence, after dinner, special occasion cues
Handmade, drizzled, messy block
-adds to fun for afternoon orcasual after dinner occasions
Rough-cut, rustic block- contemporary artisan feel,
handmade for special occasions, day or night
Rough-cut, rustic tray-contemporary handmade feel,
for special occasions, indulgence/evening
Spatula look on top (block)
-adds uniqueness vs regular block/
afternoon/after dinner
62
Executive Summary
Background
The ChocoBakery space
- mapping for growth
- fit to growth platforms
- fit & appeal of global range
Building a growth strategy
- horizon 1-3 opportunities
Strategic Design Guidelines for future development
Appendices
CONTENTS
A growth strategy - starting with the end in mind
63
In order for Cadbury to play with credibility in the ChocoBakery space, and find genuinely new opportunities for growth, the brand needs to demonstrate not only chocolate credentials but also biscuit/bakery credentials.
Without building a level of credibility in biscuits, a ChocoBakery offer from Cadbury will be difficult to remove from the indulgence of chocolate, and will therefore miss the major opportunities for portfolio growth.
Chocolate
Snacks that can be eaten throughout the day or
evening made from a combination of chocolate & baked
products
Biscuits/bakery
Strategy 2:Build on equities &strengths beyond “real chocolate”
Strategy 1:Create credibility
in heartland ofbiscuit category
Strategy 1 – creating biscuit credibility
64
Chocolate Biscuits/bakery
Launch a play into theemotional heartland
of biscuits with a ‘more chocolate, real
chocolate’ proposition
Launch a play into theemotional heartland
of biscuits with a ‘more chocolate, real
chocolate’ proposition
Offer:1. Cadbury Choc
Chip Cookies2. Cadbury Fingers
(caramel)
Offer:1. Cadbury Choc
Chip Cookies2. Cadbury Fingers
(caramel)
Occasion:1. Morning tea &
Kids Everyday snacks2. Afternoon tea
Occasion:1. Morning tea &
Kids Everyday snacks2. Afternoon tea
Strategy 1:Create credibility in heartland of biscuit category
Increase permissibilityof chocolate consumptionamongst kids via addition
of biscuit
Increase permissibilityof chocolate consumptionamongst kids via addition
of biscuit
Offer:1. Freddo Biscuit
2. Cadbury Fingers(original)
3. Cookies & Cream4. Choc Biscuit
Buttons
Offer:1. Freddo Biscuit
2. Cadbury Fingers(original)
3. Cookies & Cream4. Choc Biscuit
Buttons
Occasion:1&2. Anyday Special
for Kids3&4. Anyday Special
(evening treat)
Occasion:1&2. Anyday Special
for Kids3&4. Anyday Special
(evening treat)
Strategy 2 – building on chocolate credentials
65
Chocolate Biscuits/bakery
Build on block ownership by growing
consumption occasions
Build on block ownership by growing
consumption occasions
Offer:1. Choc Swing
Wafer2. Cookies & Cream
Offer:1. Choc Swing
Wafer2. Cookies & Cream
Occasion:1. ↑ volume evening,
add afternoon tea, add Fun Family Times
(afternoon) plus kids2. Afternoon tea
Occasion:1. ↑ volume evening,
add afternoon tea, add Fun Family Times
(afternoon) plus kids2. Afternoon tea
Build on equities and strengths in chocolate beyond ‘real chocolate’
Fight Goliath (Tim Tam)via chocolate
credentials and evening heartland
Fight Goliath (Tim Tam)via chocolate
credentials and evening heartland
Offer:1. Choc Swing
Cookie2. Cranberry Frombozen
3. Golden BiscuitCrunch (with choc
cream?)
Offer:1. Choc Swing
Cookie2. Cranberry Frombozen
3. Golden BiscuitCrunch (with choc
cream?)
Occasion:1&2. My/our evening
Treat3. Afternoon tea
Occasion:1&2. My/our evening
Treat3. Afternoon tea
Strategy 3 – building a genuine ChocoBakery presence
66
Chocolate Biscuits/bakery
Build genuinely newproduct types (taste/texture)
Build genuinely newproduct types (taste/texture)
Offer:1. Brownie Block2. Mini Muffins
Offer:1. Brownie Block2. Mini Muffins
Occasion:1. Afternoon tea, and
Anyday Special Kids2. Anyday Special Kids
Occasion:1. Afternoon tea, and
Anyday Special Kids2. Anyday Special Kids
Build offers in opportunity territories as yet untapped
Build offers inopportunity
territories as yet untapped
Build offers inopportunity
territories as yet untapped
Territory 1:Mid Morning
Grab & Go
Territory 1:Mid Morning
Grab & Go
Territory 2:Fun Family
Times
Territory 2:Fun Family
Times
Build genuinely newproduct types (taste/texture)
Build genuinely newproduct types (taste/texture)
Build offers in opportunity territories as yet untapped
Building a pipeline – Horizon plan
67
Choc Chip CookiesChoc Fingers
Freddo Biscuits
Choc Chip CookiesChoc Fingers
Freddo Biscuits
Strategy 1(biscuits)
Horizon ‘Now’ - 1 Horizon 2-3
Cookies & CreamChoc Biscuit Buttons
Cookies & CreamChoc Biscuit Buttons
Choc Swing WaferChoc Swing Cookie
Choc Swing WaferChoc Swing Cookie
Strategy 2(chocolate)
Cookies & CreamGolden Biscuit CrunchCranberry Frombozen
Cookies & CreamGolden Biscuit CrunchCranberry Frombozen
Strategy 3(ChocoBakery)
Brownie BlockMini Muffins
Brownie Tablet
Brownie BlockMini Muffins
Brownie Tablet
Mid Morning Grab & GoFun Family Times
Mid Morning Grab & GoFun Family Times
Light eatSubstantial
less rich
less rich
rich
rich
More for us
More for kids
More for adults
Special treat for kids
Mindless (movie)snacks
My/ourevening
treat
AfternoonTea (me/us)
Entertaining/Serving to
others
Gap fill/onthe run(for me)
Morning
tea
IntentionalCasual sharing
Afterschool
Lunchbox
New territories – H2-3
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Opportunity #1:
ANYDAY SPECIAL FOR KIDS
Opportunity #2:
MID MORNINGGRAB & GO
Opportunity #3:WITH A HOTBEVERAGE
Opportunity #4:FUN FAMILY TIMESGenuine BFY play in theMid Morning Grab & Go
space – not positioned as Breakfast or Brunch
(development direction: similarto ‘Gu’ but probably a bar)
More appealing blockalternatives for family sharingearlier in the day (eg picnics,
BBQs etc)Closest product assessed:
Locally sourced bubbly biscuit& some next gen blocks
69
Executive Summary
Background
The ChocoBakery space
- mapping for growth
- fit to growth platforms
- fit & appeal of global range
Building a growth strategy
- horizon 1-3 opportunities
Strategic Design Guidelines for future development
Appendices
CONTENTS
Product features & their role
70
Product Feature …as signifier of occasion Fit with CB idea
Thickness of chocolate
71
Executive Summary
Background
The ChocoBakery space
- mapping for growth
- fit to growth platforms
- fit & appeal of global range
Building a growth strategy
- horizon 1-3 opportunities
Strategic Design Guidelines for future development
Appendices
CONTENTS
Maslow’s Hierarchy of Needs
BISCUITS:-Comfort/nurture-Security of family/nostalgia-Togetherness (‘us’ moment)-Healthier/functional-Filling/hunger-Enhances the moment
CHOCOLATE:-Pleasure-‘Self’-moment-Reward/indulgence-Gifting/special-Intimate sharing-Central to the moment
Managing Director: Tristan Fahey
Business Address: 16 Bardo Rd, Newport 2106
Ph: +61 2 9997 3125 Fax: +61 2 9940 1644 Mob: +61 412 583 917
email: [email protected]: www.longjump.com.au
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