Debrief presentation for core team

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.

dsfdf

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








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



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

9

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



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



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

13


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

14


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Product features that drive the map

16

Lunchbox

Afterschool


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Lunchbox

Afterschool


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Lunchbox

Afterschool


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Lunchbox

Afterschool


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Lunchbox

Afterschool


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/oureveningtreat


Entertaining/Serving toothers


Morning

tea


Lunchbox

Afterschool


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Lunchbox

Afterschool


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


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)


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


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.


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



26

More for us



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


less rich

less rich

rich

rich

More for us

More for kids

More for adults

Morning

tea


27

More for us



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.


less rich

less rich

rich

rich

More for us

More for kids

More for adults



28

More for us



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


less rich

less rich

rich

rich

More for us

More for kids

More for adults




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


29


less rich

less rich

rich

rich

More for us

More for kids

More for adults




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


30


less rich

less rich

rich

rich

More for us

More for kids

More for adults




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


31


less rich

less rich

rich

rich

More for us

More for kids

More for adults

My/ourevening

treat



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


32

abandon


less rich

less rich

rich

rich

More for us

More for kids

More for adults


others



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


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.


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

Anyday Special for Kids

36

Opportunity #1:


• 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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

Fit to Strategic Platforms

37

strong fitbut not so everyday

strong fitbut not so everyday

Opportunity #1:


Opportunity #1:


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.


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



less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

Mid Morning Grab & Go

39

Opportunity #2:


• 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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox


40

Mid Morning Break … Without a Hot Beverage

strong fitbut less about

a break

strong fitbut less about

a break

Opportunity #2:


Opportunity #2:



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



less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

With a Hot Beverage

42


• 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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

Fun Family Times

45


• 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’


46


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


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.



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




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)


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)


52


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


53


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

Summary – fit with opportunities

54

Opportunity #1:


Opportunity #2:




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


56


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


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


57


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


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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox


58

Opportunity #1:


Opportunity #2:




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


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 rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox


60

Opportunity #1:


Opportunity #2:




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








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



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


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


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 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


less rich

less rich

rich

rich

More for us

More for kids

More for adults



My/ourevening

treat



others


Morning

tea


Afterschool

Lunchbox

New territories – H2-3

68

Opportunity #1:


Opportunity #2:



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








Appendices

CONTENTS

Product features & their role

70

Product Feature …as signifier of occasion Fit with CB idea

Thickness of chocolate

71

Executive Summary

Background








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

growing brands growing business

Debrief presentation for core team

Entertainment & Humor

Transcript of Debrief presentation for core team