Media Planning Deck

Table of Contents

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Table of Contents Executive SummaryAgengy ProfileBrand Analysis 4 C’s Social Media Analysis Trends Geographic AnalysisCompetitor AnalysisTarget Audience ProfilesSWOT AnalysisKey InsightsThe Big IdeaCreative BriefMedia Objectives & StrategiesMedia BudgetMedia Flow ChartCafe Cache StrategyCafe Cache BudgetCafe Cache Media Flow Chart Appendix

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Executive Summary

With its establishment by David Sprungli-Schwarz in 1845, Lindt emerged as a leader in premium chocolate with its innovative production techniques and meticulous artistry. Since then, Lindt continuously strives to deliver high quality chocolate to consumers, while maintaining its luxurious image.

Today the Lindt brand portfolio is composed of national and international entities including Caffarel, Whitman’s, Pangburn’s, Hofbauer, Kufferle, Russell Stover, and Ghirardelli.

In order to stand out among over 200 brands in the chocolate category, Lindt needs to perfect its niche marketing and positioning strategy. At this point, Lindt’s brand personality is not clearly defined in the minds of consumers.

We plan to implement a 12-month combined national and spot campaign in order to more concretely establish Lindt’s brand voice, stimulate communication with consumers, increase brand awareness, and generate sales in our target markets.

Our media plan will target women 18-34 in metropolitan areas. These women are highly motivated, on the go professionals. They select foods based on health and convenience, and appreciate the occasional opportunity to indulge. With so little spare time, these women often forget to relax and take the personal time that they deserve.

With a budget of $27 million, our integrated campaign will consist of placements in television, magazine, outdoor, and digital media. With the additional $3 million that we’ve been given to maximize growth in 5 out Lindt’s 10 “Cafe Caches,” we plan to add radio and direct mail to this media mix.

We plan to employ a pulsing media strategy with a continuous effective frequency of 2.9 and an effective reach of 60%, meaning we will reach 60% of the target market at least 2.9 times. We will heavy-up during February, June, October, November as a way to reinforce our special promotional activities. During these months we plan to achieve a frequency of 3.5 and a reach of 75%.

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Mission Statement

Mixed-Up Media aims to create innovative, compelling and timeless media strategies for our clients. Through the use of intensive primary and secondary research, creative thinking and brainstorming, and a team oriented work ethic Mixed-Up Media delivers comprehensive and strategically designed media plans sought after by brands across an array of industries and practices.

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Team Member Bios

Becca AronoffBecca, a junior from Westchester, NY, is an Integrated Marketing Communications major with minors in dance, legal studies, and honors. She is organized, responsible, and self-driven. Becca enjoys taking on leadership roles and considers her ability to communicate with others one of her strengths. When Becca is not completing homework, studying for exams, or working on projects, she can be found hanging out with friends or performing with the IC Dance Team on the Butterfield Stadium football field. Upon graduation in May 2017, Becca hopes to obtain a job in NYC at a Public Relations agency.

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Team Member Bios

Alex WynneAlex is currently a junior from Utica, NY, studying Integrated Marketing Communications with a minor in Graphic Design. She is actively involved on campus as a Dean’s Host for the Roy H. Park School of Communications and as a writer for the college’s sketch comedy club, IC Sketch. She enjoys in her spare time live-tweeting or rewatching Mad Men. After graduation, Alex hopes to work at an Advertising Agency as a copywriter in New York City.

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Team Member Bios

Nicki HainesNicki is a junior from Rochester, New York. She is majoring in Integrated Marketing Communications and minoring in Nutrition Promotion. Nicki enjoys writing and being outdoors. If not in class or studying, you can find her at the gym or working at the BoatYard Grill. Over the past summer, Nicki held a brand communications and marketing internship position at Excellus BlueCross BlueShield in Rochester. This Spring, Nicki will interning at CooperKatz in New York City.

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Team Member Bios

Gabby ReeseGabby hails from Buffalo, New York and studies Integrated Marketing Communications and Spanish. She is a resident assistant, marketing director for Junior Class Council, and is part of campus choir, Women in Communications, and 180 Degrees Consulting. She loves being involved on campus and her other passions include dogs, One Direction, and crushing the patriarchy. After graduation she hopes to work in public relations and event planning for a children’s charity such as Make A Wish or for a public figure.

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Team Member Bios

Maddy Clark Maddy is an Integrated Marketing Communications major from Duxbury, MA with a minor in Sociology. She considers herself to be a self described research nerd and has interests in cultural patterns, international development and education. Maddy is currently working for the international non-profit More Than Me as the Student Outreach Coordinator, developing plans for engaging college and high school students as well as managing high school & college chapters around the world. She is always working on her next big thing but enjoys singing with her a cappella group, Pitch Please, snowboarding and doing yoga to unwind.

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Brand Analysis

Marketing ObjectivesOur primary goal is to increase awareness of the Lindt brand from 25% to 35%. Specifically, we’d like increase overall national awareness, which currently sits at 12%. We plan to achieve a national distribution in 90% of U.S. food and convenience store outlets.

Current Brand SituationLindt chocolatiers have been perfecting the art of chocolate-making since 1845. Since then, Lindt has grown internationally, and is present in over 120 countries around the world. As a brand, Lindt is known for its distinct flavors and melt-in-your-mouth textures. The brand is widely respected for its high quality standards and passion for making chocolate with the finest ingredients..

Effect of ISISIn December 2014, gunman Man Haron Monis held 17 hostages in a Lindt Chocolate Cafe in Sydney, Australia. This 16 hour standoff resulted in the deaths of three innocent hostages and is believed to be connected to ISIS.

Product CategoryLindt is classified as a “premium” chocolate, marked by high quality and above-average prices. Premium chocolate provides a unique experience in terms of taste, texture, and packaging. Premium chocolate is widely perceived as a treat of luxury and self respect, providing greater intrinsic value than your standard, everyday chocolate. While premium chocolate has a significantly smaller market share in comparison to conventional chocolate, premium chocolate sales are increasing at a much higher rate, reflecting the growing trend towards high-quality

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Brand Analysis

Product PortfolioLindt chocolates possess a “distinct smoothness, characteristic taste and innovative flair.” The brand produces dark chocolate, milk chocolate, and white chocolate products. Its products vary from filled chocolate balls to truffles to seasonal confections – like its highly popular gold wrapped Easter bunny. While this campaign will serve to promote all Lindt varieties, our focus is on premium chocolate bars, the brand’s most prominent line in the U.S. Because of its premium status, Lindt chocolates are sold at a premium price. The average retail price for a 3.5 ounce premium chocolate bar like the “Lindt Excellence” sells for $2.25 to $3.00 in the U.S. Chocolate bar flavors include but are not limited to, Almond, Orange, Chile, Cherry Intense, Mint, Pistachio, Raspberry Intense Dark Chocolate, and White Coconut. Lindt’s top product lines are:

Product Description

Lindor Commonly known as the Lindor truffle, these chocolates are characterized by a hard shell with a smooth, melty chocolate filling. Lindor is now available in ball and bar form. Each flavor has its own wrapper color.

ExcellenceLindt’s Excellence bars date back to the 1980s. These bars are known for their high cocoa content, and come in over 30 flavors. The Excellence line played a large role in establishing the market of dark chocolate, and is one of Lindt’s most successful product lines.

HolidayChocolates

The Gold Bunny was introduced over 60 years ago and has become an Easter icon.Launched in 2011, the Lindt Teddy is a big seller around Christmas time. Other holiday confections include hollow chocolate reindeer, Santas, bears, bells, advent calendars, ornaments, and snowmen. Lindt also produces “kissing bunnies” for Valentine’s Day.

Creation The Creation line is comprised of milk and dark chocolates. These chocolates are crafted with unique flavors and textures.

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Brand Analysis : 4 C’s

Lindt’s diverse product mix allows it to appeal to a large breadth of consumers with various tastes and needs. Some consumers seek out Lindt chocolate for gift-giving and special occasions, like holidays. Others view Lindt as an everyday treat, and indulge in its chocolate rather frequently. Lindt offers a variety of flavors and textures, catering to people’s’ unique chocolate preferences. Consumers can purchase a single bar, a variety pack, or even buy in bulk, depending on how much of the product they need, and how much they are willing to spend for it.

When consumers buy Lindt they know that they are paying for quality. According to Lindt’s website, the average cost of a 3.5-ounce Excellence bar is $3.99. Hello bars cost slightly more at $5.00. Milk chocolate is less expensive than dark chocolate. Consumers can purchase Lindt chocolates at a discounted price from stores like Target and Walmart. At Walmart, an Excellence bar is over a dollar cheaper at $2.38. A 5.1-ounce package of Lindor truffles is priced at $3.38. Supercenters give Lindt products even-numbered prices to indicate the brand’s premium position.

Consumer Wants & Needs

Cost

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Brand Analysis :4 C’s

In terms of convenience, premium chocolate is becoming increasingly accessible. Shopping is no longer confined to a 9 to 5 time frame. With 24-hour stores like Wegmans and Walmart, consumers can potentially purchase chocolate at any time of day. The same goes for online shopping. Consumers are now able to visit the Lindt website, in addition to sites like Amazon and Ebay, where they can fill a virtual shopping cart and have chocolates delivered directly to their home. Smartphones facilitate both online and in-store purchases in the sense that consumers can learn about Lindt products and promotions, download coupons, buy chocolates, and locate stores at their fingertips.

Lindt is gradually increasing its social media presence, and participating in two-way communication with consumers. The company is found on several platforms, including Facebook, Twitter, Pinterest, and Instagram –all of which promote conversation and generate word-of-mouth. Lindt also has a hotline and an online contact form, in which people may leave comments and inquiries, and interact with the company directly.

Convenience

Communication

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Brand Analysis :Social

@LindtChocolateUSA26k Followers#LindtLove | 2,706 postsDaily posting on the account

Lindt Chocolate USA1,547,749 Likes

Daily posting on the account

@Lindt_Chocolate49.1k FollowersDaily posting on the account Interactions with consumers

LindtChocolate11.4k Followers

20 Boards| 128 Likes#LindorMeltMoment competition

Lindt has social media accounts for the different countries that they are present in such as Lindt UK and Lindt Chocolate Canada. In our analysis we focus on Lindt pages directed towards the US market.

Lindt USA can be found on several social media sites and have some following. On Instagram they are @lindt_chocolate and have 35,000 followers. They encourage followers to tag their pictures with #Lindtlove which currently has 3,281 posts. The Lindt account posts photos at least once a day.

On Pinterest they are under the name Lindt Chocolate and have 11,700 followers, 890 pins, and 22 boards. These boards feature mastering the art of holidays, desserts, and other areas that Lindt can be incorporated in.

On Twitter Lindt Chocolate USA is @Lindt_Chocolate. They have 49,100 followers and post at least once a day with product promotions, replies and retweets to mentions and recipes, and an occasional giveaway. Their bio says that they tweet about their passion and encourage others to indulge.

On Facebook Lindt has a page called Lindt Chocolate USA that has 1,574,749 likes; making this social media platform their most popular. They post the same content that is on Twitter and each post has an accompanying visual. They reply to comments often with help or product recommendations.

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Brand Analysis :Trends

Economic TrendsAs stated in the Lindt brief, the chocolate economy is growing at a rate of 2-3% per year. Since the recession that occurred in the early 2000’s, the economy has significantly improved. Despite economic hardship however, people still allowed themselves to indulge in premium chocolate. Now, consumers have more expendable income, resulting in an increase in the purchasing behavior of premium chocolate.

Societal Trends

Health AwareOver the past several decades, people have become more aware of their consumption habits and lifestyle choices. With a better understanding of what makes a healthy diet, consumers are more aware of the ingredients in products and tend to prefer those that are sugar free, reduced fat, or low-calorie. Dark chocolate is currently being promoted as “healthy,” thanks to its high antioxidant content and ability to lower both blood pressure and cholesterol. The sales for dark chocolate continue to climb as consumers become more wholesome and health-oriented.

Social MediaUsing social media is an excellent way to make content public at little to no cost. People are increasingly likely to turn to social media for news and product reviews, and to share their experiences with a product or service. Social media sites and applications are now specialized, which makes using them quick and simple. For example, Instagram focuses on pictures, whereas Twitter’s emphasis is more text-based.

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Brand Analysis :Trends

Fair TradeFair Trade Certified products are becoming increasingly prevalent and appreciated by today’s society, as inequitable trade agreements and horrendous conditions in developing countries gain visibility. Consumers are more willing to pay a premium to ensure that the goods they purchase are produced in a highly ethical and sustainable manner. The trade-off between a higher price and social and environmental standards is one that people are more willing accept today than in the past.

DIYDIY, or “do it yourself,” activities are trending throughout the U.S. People enjoy having the freedom to create their own products by reusing and remodeling potentially disposable items. Sites like Pinterest encourage people to be creative and to personalize already-owned items to save money and reduce waste.

Conclusion of TrendsThere are many new trends impacting the chocolate industry. Overall, people are more aware of their consumption habits and lifestyle choices. Consumers are becoming increasingly health conscious and interested in ethical, sustainable ways of producing chocolate. Lindt recently released a line of fruit and nut bars to appeal to health conscious consumers who still have a sweet tooth. In response to the DIY trend, now holds “chocolate creation classes,” in which participants are able to make their own chocolate bars.

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Brand Analysis

Geographic Analysis

BDI & CDI: Calculating BDI and CDI will allow us to determine which markets offer the highest potential growth for Lindt. By focusing on areas with the highest brand and category indexes, we can determine which DMAs to prioritize and invest in.

Distribution:Currently Lindt distributes products nationally through retailers like Target, Walmart, Safeway, Whole Foods, and Trader Joe’s. Periodically, Lindt turns to big box stores like Costco and online retailers like Amazon for case sales. There are 139 stores in North America currently carrying Lindt Chocolate. (Creative Brief)

Sales by MarketIn 2012, Lindt enjoyed $432 million in national sales. In 2015, the brand reported only $147.5 million in national sales. This decrease in sales is evident across the entire chocolate market, and is likely the result of larger societal trends. Despite the decrease in category and brand sales, the market share for Lindt increased from 2.7% in 2012 to 4.8% in 2014. This demonstrates that the reduction in sales over the years is not a direct reflection of the Lindt brand, but instead the health of the overall chocolate market.

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Brand Analysis

We looked at the business and category indexes for the major metropolitan areas that Lindt has identified as its Cafe Cache markets and have ranked them in the following table:

Market CDIMiami-Ft. Lauderdale, FL 111Chicago, IL 105Charlotte, NC 103Albany-Schenectady-Troy, NY 102Burlington-Plattsburgh, VT-NY 99Minneapolis-St. Paul, MN 98Cincinnati, OH 94Portland-Auburn, ME 92Buffalo, NY 89Orlando-Daytona Beach-Mel-bourne, FL

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Market BDIAlbany-Schenectady-Troy, NY 119Charlotte, NC 116Miami-Ft. Lauderdale, FL 106Chicago, IL 105Cincinnati, OH 102Portland-Auburn, ME 99Burlington-Plattsburgh, VT-NY 88Minneapolis-St. Paul, MN 88Buffalo, NY 87Orlando-Daytona Beach-Mel-bourne, FL 82

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Brand Analysis

With this information we are able to then rank the markets by cross-examining BDI and CDI, leaving us with our Top 5 Cafe Cache markets:

• Albany-Schenectady-Troy, NY• Charlotte, NC• Miami- Ft. Lauderdale, FL• Chicago, IL• Portland-Auburn, ME

Since these markets have high brand and category development indexes, they should be considered when se-lecting markets. The ranking system we used placed a greater emphasis on the brand development index than the category development index. This was a conscious decision based on the belief that even though Lindt has a strong following in certain parts of the nation, brand sales can be improved upon in a blanket sense. In this case, it will be easiest to expand sales in markets with a higher BDI, as opposed to a higher CDI.

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Competitor Analysis :Dove

Dove, named for its ‘peaceful’ quality, is a competitor of Lindt as it falls into the premium chocolate category. Ever since Greek-American founder Leo Stefanos established Dove in the 1950s, it has been a rich family tradition. Dove’s first product was an ice cream dipped in premium chocolate. The brand became popular among children and adults during the 1970s. It wasn’t until the 90s that Dove was acquired by Mars and introduced the milk and dark chocolate bars. Dove is currently active with their campaign Love Less Ordinary on its Facebook page, Twitter page, and YouTube channel. Dove is also largely present on Pinterest.

Currently, Dove’s most popular products include its Silky Smooth Almond Chocolate bars and its Silky Smooth Dark Chocolate single bars. Dove products are available for purchase as many convenience stores around the country including CVS, Walmart, Walgreens, K-Mart, Stop and Shop, Price Chopper, and Weis Markets. Based on a 2014 survey, 4.2% of U.S. Households ate Dove Chocolate more than any other brand. As seen in Appendix B, of the people surveyed, 1.6% had consumed 5 or more servings of Dove in the past 30 days, 4.2% had consumed 1-2 servings, and 1.9% had not consumed any Dove at all.

1,468,667

35,700

967

2,500

N/A

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Competitor Analysis :Dove

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Creative Examples

Competitor Analysis :Godiva

Godiva is another competitor in the luxury chocolate category. Established by Joseph Draps in 1926, Godiva is known for its premium chocolate-dipped treats. The company originated in Belgium and expanded into the United States in 1966. Today Godiva reaches 80 countries and has more than 450 boutiques worldwide. Its products are available in finer department and specialty stores such as Macy’s and Wegman’s, everyday stores like Wal-mart, Target, and Walgreens. Godiva chocolates can also be ordered through the company’s seasonal mail-order catalog, by phone, or through its website. Godiva has Facebook, Twitter, Pinterest and YouTube accounts. On Facebook, Godiva is currently implementing a #HaveBerriesWillTravel campaign to promote its signature chocolate covered strawberries around the globe. On Pinterest, the brand has 30 boards featuring its chocolate truffle flavors and fun holiday recipes. On Twitter, Godiva promotes sponsor and professional tennis player Caroline Wozniacki. Godiva is relatively inactive on YouTube, as its last video was posted over seven months ago.

Godiva’s top products are dark chocolate truffles and its 27-piece dark chocolate gift box. Approximately 2.9% of U.S. households eat Godiva most often, while 2.4% eat Lindt. In the last 30 days, 3.5% of U.S. households have eaten 1-2 servings of Godiva chocolate.

523,444

41,100

4,374

6,600

138,000

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Competitor Analysis :Godiva

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Creative Examples

Competitor Analysis :Ferrero Rocher

Ferrero Rocher is a primary competitor of Lindt in the luxury chocolate market. The brand is very similar in terms of its exquisite packaging, spherical shape, and special holiday offerings. The competitor originated in the 1940s when an Italian confectioner named Pietro Ferrero decided to change the way the Italian people viewed deserts. Pietro aimed to create a new premium chocolate dessert that was both accessible and affordable.

In 1942, Ferrero started selling fine chocolates made of hazelnuts and cocoa, wrapped in gold foil. Today the gold packaging is symbolic of the brand’s premium quality. Ferrero Rocher’s most popular product is its individual gold wrapped truffles. The chocolates are available at drugstores and grocery stores like Rite-aid, Walgreens, Tops, Hannaford, and Wegman’s.

In the U.S., Ferrero Rocher’s occupies Facebook and Twitter. The brand has a greater presence on social media in foreign markets. Ferrero Rocher is predominantly a holiday chocolate in the United States. Around 2.8 % of U.S. households eat Ferrero Rocher most frequently, while 2.4% eat Lindt. In 30 days, 2.7 % of American households have eaten 1-2 servings of Ferrero Rocher chocolate.

20,050,212

32K (Italy)

743

767

4,832

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Competitor Analysis :Ferrero Rocher

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Creative Examples

Competitor Analysis

Share of Voice

Share of Market

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Target Audience

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SegmentationWho eats premium chocolate? Who eats Lindt? We started by looking at who loves a great chocolate experience. That led us to our initial segment of women aged 18-34 (120) and furthermore those who live in buzzing metropolitan areas (112). While these are the consumers who are most likely to consume Lindt products, we felt that this was the best target market as they are not indexing so highly that Lindt seems to be their tried-and-true chocolate preference.

Primary ResearchTo collect primary research, we conducted a survey in which we discovered valuable information about our target audience, their buying habits, and their media behaviors. Of our survey participants, 90% identified as female, and 62% say they were between the ages of 18 and 24. We discovered that 88% use social media and at an average of 3 hours per day. Of these respondents, 50% eat chocolate 2-3 times per week as a treat, and feel happy, satisfied and somewhat guilty about their consumption.

The Metropolitan Move-MakerThese women are highly motivated and fast-paced. These women have at least received a bachelor’s degree (148) and are likely headed on to graduate school or working full-time. Living in a city, they are exposed to the highest media saturation through all of their experiences. To kill the idle moments on their commute and for entertainment they read magazines such as Allure, Cosmopolitan, Elle and Seventeen. When they do have a second to breath, the create lasting memories and experiences through photography (179) and other art forms such as sculpture and painting (221). These experiences they share with friends and family on their social media sites through multimedia postings and blogging (201, 196). Although the busy lifestyle lends itself more to meals on the go, the Move-Maker likes to shake it up and have as much variety as possible and eat gourmet foods whenever they can. After a long day, these women tune into channels such as Bravo, E! andTLC to catch the late night broadcasts.

Target Audience Profiles

Name Alexa VeraduraCity New York City

Age 24Income $55,000

Marital Status Single

Alexa is a recent college graduate working in New York City. She works as a paralegal while attending Law School. Although work & study keep her incredibly busy she loves to swap stories with her friends about the new restaurant she found last weekend or her new hobby. She tries to keep up with her family and college friends on social media by sharing photos, videos and keeping a blog. When she has free time she likes to dabble in photography and try a new Pinterest recipe. Although she doesn’t have much time to herself, she likes to indulge in the occasional episode of Four Weddings or the Real Housewives of NYC and enjoys reading magazines such as Cosmopolitan to keep up with the latest trends & pop-culture. She likes to lead an active lifestyle and eats as healthy as she can, but doesn’t see the issue with an occasional sweet treat!

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Olivia works for Macy’s advertising department in New York City. She graduated from NYU with a degree in advertising and a minor in marketing. She lives in Greenwich Village and commutes to work via the subway. On her way to work she listens to music, reads up on the latest news on Twitter, and texts her family who live in Massachusetts. They always ask her about the latest entertainment news and for fashion advice because she lives in the city and keeps up with it all. When the weekend rolls around, Olivia enjoys taking cooking classes and going on dates with people she meets on match.com. She feels like she doesn’t have time for serious relationships right now and wants to wait a few years to settle down. She lives with a roommate and they both are very busy and have seldom time to cook. She always keeps her freezer stocked with Amy’s frozen meals and makes smoothies in the morning to eat on the go. As a treat, she keeps Lindor truffles at her desk at work for when she needs a little break during the busy work day.

Name Olivia Rendón City New York CityAge 29Income $70,000Marital Status Single

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Name Gracie MeltzmannCity Boston

Age 32Income $75,000

Marital Status Single

After graduating from Boston University with a double major in art and art history, Gracie stayed in the city and was hired as museum curator for the Museum of Fine Arts. Gracie is often working late hours and doesn’t have much time on the weekdays to herself. She has not had the opportunity to meet “the one” yet and does not have any children. She fills her weekend with running her art blog, where she talks about her job as curator and the newest pieces in the museum, teaching art class at the museum, and catching up on her favorite tv show, “The Real Housewives” series. She enjoys going out to dinner with her friends and is part of a dinner club. She doesn’t have much time to exercise so she tries to watch her diet. Gracie enjoys Lindt “Hello” bars because they have unique flavors and are a perfect size to satisfy her chocolate cravings without overindulging. As for her media lifestyle, Gracie stays connected to her family and gets the latest art news through her Twitter and Facebook and posts her art on her Instagram.

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SWOT Analysis

StrengthsCafé cache is unique and differentiates brand from competitorsProduct varietyPerceived as a luxury brandTiered qualityAvailable in both boutiques and everyday stores like Target and WalmartSold online and in storesHigh brand loyaltyQuality taste and packagingRetail network

WeaknessesLack of voice in the marketISIS attack in Sydney, Australia Lindt storeExpensive products

OpportunitiesPremium chocolate sales are more quickly in unity and volume than everyday chocolateTotal chocolateTotal chocolate sales are expected to grow at a rate of 2-3 % per year

ThreatsSociety is becoming more health consciousLaws and taxes are being created on sugar products in some states

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Key Insights

Core ChallengeLindt has, thus far, not created a strong and memorable brand personality to hold its own in a market that is continually developing new ways to directly engage with consumers. Lindt’s current marketing efforts pay little to no attention to the high-stress lifestyle and personality of the target market, and largely gloss over the perceived negative “side effects” of indulging in premium chocolate.

Key InsightOur target market is driven to create their world in a way they are proud of, but leave little time for themselves and are conscientious of other’s perception of them and the implications of indulging.

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The Big Idea

The Little “Me” Moments

Everyone deserves a break, whether it’s a week on a beach or that moment before you get onto the commuter

rail. With Lindt, you can exhale and escape in a snap.

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Creative BriefWhat is our brand? Lindt crafts premium chocolates and sells them online, in its cafes, and in various other retail outlets. It positions itself as a quality chocolatier with decades of experience. Within its café, Lindt shares its knowledge and craft with its customers and encourages them to create their own treats. Despite its wide distribution, Lindt is essentially lost within the premium chocolate market, and is looking to break through the clutter by creating a more defined brand personality and increasing overall consumer awareness.

What are the challenges?Lindt has not developed a strong and memorable brand voice, and is thus falling behind in a market that is continually developing new ways to interact with consumers. Lindt’s current marketing efforts pay little to no attention to the high-stress lifestyle and personality of the target market.

Who are we speaking to?We are targeting a group we call the Metropolitan Move-Makers: Highly motivated and busy women between the ages of 18 and 34. They have jobs that require a higher level of education and a strong work ethic. When they have spare time, they engage in photography and art. They are incredibly driven individuals who often forget to allow themselves time to unwind. Despite being independent professionals, they are conscientious of other’s perceptions and the implications of indulgence.

What is the key consumer insight?Our target market is comprised of bold, self-motivated career oriented women. They work diligently and rarely take personal time. These women are interested in the latest trends and gourmet foods. They are heavy social media users and use platforms like Facebook, Instagram,

and blogs to share fads and keep in touch with family and friends.

What is the most important message? Lindt wants to provide the women in its target audience with peace of mind. It recognizes that these women spend long hours studying and at the office. The brand wants to encourage them to pause for a moment to take a breather and enjoy a daily dose of chocolate for their mental and emotional health.

What media vehicles will we use?Print: Magazine adNational and Spot TV: Prime, LateDigital: Display, takeove and socialOutdoor: Transit and guerilla Spot Radio: Morning and evening drive

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Media Objectives & Strategies

To run a pulsing campaign with continuous presence on social media as well as Out of Home, and heavy-up on national magazines and spot TV

advertisements.

Continuous ReachFrequency

Heavy-Up ReachFrequency

60% of the Target Market2.9

75% of the Target Market3.5

Heavy-Up Markets

Café Caché Markets as well as New York City, Boston, Charlotte, Los Angeles, Philadelphia, Sanfrancisco and Washington DC.

Budget

The budget for this media plan is $27 Million with an additional $3 Million allocated to the top five Café Caché markets.

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Magazine Advertisements Strategy & RationaleMagazines are imperative to the success of our Lindt campaign. The medium is of high interest to our target audience, offers a lot of leeway for high-quality visual creativity, and possesses a long shelf life with an impressive passalong rate. While our Lindt ladies are incredibly busy, they love to crack open a magazine and catch up on the latest health and lifestyle fads. With an index of 106, women 18-34 are 6% more likely to read monthly publications than the general public. We have decided on a heavy up strategy for magazine advertising, since the medium is so expensive. We will heavy-up around holidays like Christmas and Easter, and during months when promotional initiatives are launched. The latter will make it easier for consumers to connect our promotional activities and ads together as one cohesive effort, and will in turn enable to Lindt brand to resonate better with our target audience.

Allure: Index 326Our first magazine of choice is Allure, a popular women’s beauty magazine. Women across the country turn to allure for new hair ideas, makeup looks, skin-care advice, beauty product tips, trends, and more. It makes sense to advertise in a magazine that delivers some of today’s hottest trends -something that the ladies in our target audience highly value.

Brides: Index 234Our second magazine selection is Brides, the world’s largest bridal magazine. It offers a plethora of wedding-related content from gowns, flowers, and creative reception ideas to breathtaking honeymoon spots. Since most of the women in our target audience our single, they tend to fantasize of wedding-related things. Our presence in Brides Magazine will reflect and in turn strengthen our advertising on TLC shows like Bride Day, Four Weddings, and Say Yes to the Dress.

Cosmo: Index 329Our final magazine of choice is Cosmopolitan, which is geared toward contemporary women and features beauty, fashion, career, and sex advice. Cosmo indexed very highly within our target audience as it resonates well with these young, trend-oriented professionals.

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National TV RationaleNational Television, as a medium, is an extraordinarily successful and proven channel for reaching audiences both in and out of the target market. Although National Television spots can Extend the reach of a campaign, they are costly, wear out quickly, and are all too often overlooked.

StrategyWe suggest running one thirty-second spot on two of TLC’s Friday “Bride Day” Primetime segments: Four Weddings (213) and Say Yes to the Dress (197). The majority of the audience for these shows falls into our target demographic. This ad would appear on a weekly basis for four weeks to amplify the reach of the ad and theoretically the frequency among loyal viewers. When paired with the spot TV heavy-up, this will create a nice layering of messages across the medium to help reach the most consumers possible.

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Social Media Rationale & StrategyOur target audience consists of on-the-go women, who use social media to to share photos and current life events with family and friends. Our team felt it was a smart decision to utilize a medium our target audience checks multiple times a day. Our team understands the importance of using relevant social media platforms that our target audience checks regularly. We will correspondingly use a combination of paid and earned media to reach our ladies. Paid media will consist of sponsored Facebook posts and promoted Instagram posts. These posts will advertise Lindt products that women may be inclined to treat themselves to spontaneously. In terms of earned media, Lindt will urge its followers on Facebook and Twitter to share their #MeMoment featuring their favorite Lindt product.

Digital Display Ads Rationale & StrategyOur target audience spends an enormous amount of time on the Internet, searching for healthy recipes, the latest travel destinations, and the hottest fashion trends in the workplace. Lindt will use paid media for display ads like banners and skyscrapers, in addition to a full webpage takeover to promote its new Me Moment campaign. The brand’s advertisements will appear on sites likeallrecipes.com, careerbuilder.com, livingsocial.com, pandora.com and evite.com. The takeover advertisement will appear on evite.com.

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Mobile Rationale & StrategyWe have chosen to advertise on Spotify on the premise that our target market is 66% more likely than the average population to download or stream entertainment, than buy a CD. They are also 94% more likely to access the Internet via their mobile devices, as opposed to a computer. From this, we can conclude that women will most likely access Spotify from their phones, so mobile is the medium of choice. We will sponsor several 30-second ads throughout our campaign saying, “Take this break to enjoy a little Me Moment, brought to you by Lindt,” followed by 15 seconds of silence.

Out Of Home Rationale & StrategyOur target market will see Lindt advertisements to and from work on public transportation. On the way home from a stressful day, our ads will remind them to unwind and take a break with Lindt. Advertisements will be placed in subway cars in traditional locations and alongside the windows. We expect this to rapidly increase brand recognition, as 56% of people in New York City utilize public transportation.

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Spot TV RationaleSpot Television is a creative medium that provides Lindt with the opportunity to extend both the reach and frequency of its messages to the Metropolitan Move-Makers. Since Spot TV is local, we can choose specific programs and stations that our target audience engage in, to increase the likelihood of their exposure to Lindt ads.

StrategySeveral 15-second spot-heavy ads will appear during primetime shows like Keeping Up with the Kardashians (230) on E! Network, as well as Toddlers and Tiaras (255) on TLC, which evidently index highly among women ages 18-34. These programs were chosen based off of not only their appeal to our target audience, but also because of their vast popularity throughout the United States as a whole. These ads will promote content about local events and sponsorships, as well as information about the campaign as a whole.

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Brand Activation Rationale & StrategyThe Little Me Moments campaign will feature several promotional activities in metropolitan areas. These events will reinforce the campaign’s overarching message, and thus encourage women to take a break in the midst of each busy day to treat themselves to some savory Lindt chocolate.

Office Takeover

We will takeover communal spaces in office buildings to create one of our Me Moment Spas. This will give the people in these offices the chance to take a second of their day to relax. The office takeovers will happen initially in Communications and Marketing agencies, working outwards towards other industries and will have multiple hashtags and platforms to encourage content sharing by the people targeted in that office.

The Little MeMetropolitan Moments

Lindt will ambush busy metropolitan areas where businesswomen take a break for lunch. We will set up massage chairs, give them manicures, and pass out Lindt chocolate bars. We will also hand out a sheet that lists ways to destress at work and where they can buy Lindt products and a coupon for 50 cents off of a bar.

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General Interest Magazines Rationale & StrategyFor general interest magazines, we’ve chosen to use In Touch, Newsweek, and People Magazine. While these magazines don’t necessarily index the highest amongst our target audience, we’ve already exceeded our projected reach and frequency. These publications will simply allow us to expand our advertising impact and hit more people with our message.

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Media Budget

Budget BreakdownWe devoted the largest portion of our budget to net cable during primetime, resulting in 480 GRPS. Our outdoor efforts generated the most GRPs, however, we must remember that outdoor GRPs are somewhat inaccurate due to an inflated number of impressions. Social media is highly influential in our campaign since our target audience consists of women who are highly active in the digital sphere.

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Media Flowchart

Medium Unit Jan Feb March April May June July Aug Sep Oct Nov Dec TotalGRPS TotalCost$(000)NetCable-Prime GRPS 40 40 40 40 40 40 40 40 40 40 40 40 480 10,232.20$ 38.35%NetCable-LFringe GRPS 40 40 40 40 40 40 40 40 40 40 40 40 480 4,035.80$ 15.13%Magazines-Womens GRPS 5 6 5 5 5 6 5 5 5 6 6 5 64 512.60$ 1.92%Magazines-GeneralInterest GRPS 4 4 4 4 16 258.90$ 0.97%DigitalNational 0 0.00%AdNetworks-DemographicTargeted GRPS 13 27 13 13 13 27 13 13 13 27 27 13 212 1,280.00$ 4.80%VideoNetworks GRPS 0 0.00%PublisherVideoSites GRPS 0 0.00%Social GRPS 44 132 44 44 44 132 44 44 44 132 132 44 880 3,200.00$ 11.99%Mobile GRPS 2 22 2 2 2 22 2 2 2 22 22 2 104 480.00$ 1.80%SpotTV-Prime GRPS 50 50 50 50 200 3,601.20$ 13.50%Outdoor GRPS 620 620 620 620 2480 2,599.80$ 9.74%OtherSpot GRPS n/a n/a n/a n/a 0 480.00$ 1.80%Total 144 941 144 144 144 941 144 144 144 941 941 144 4916 26,680.50$Reach 58.3 93 58.3 58.3 58.3 93 58.3 58.3 58.3 93 93 58.3Frequency 2.5 10.1 2.5 2.5 2.5 10.1 2.5 2.5 2.5 10.1 10.1 2.5

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Café Caché Strategy

Spot Radio Rationale & StrategyRationale: We chose radio to reach our target market in the top 5 cafe cache markets because 6 in 10 car owners said that they listen to the radio when they are driving to work and the medium accounts for one fifth of people’s media use. Our target market is comprised of business women who drive or use public transportation to get to work several times a week. We will reach them on their ride into work with morning drive and on their way home with afternoon. Spot radio, which accounts for 80% of radio dollars,will promote variable offers at different locations. This local appeal is not only cost efficient, but is also a high frequency medium that allows both flexibility and timeliness. We will air 30 second ads on the morning and afternoon drive on top hits local radio stations like Chicago’s B96 which plays Top 40 hits.

Spot Social Rationale & StrategyBy creating sponsored Snapchat filters near our Cafe Cache locations, we can generate buzz about Lindt products and the Lindt brand as a whole. Metropolitan Move Makers engage in social media and networking sites three or more times a day (index 244) and enjoy posting photos and other content onto social sites (201). Word of mouth is a trusted and credible form of organic marketing that is essential in a successful campaign.

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Café Caché Strategy

Brand Activation Rationale & StrategyIn order to drive buzz and business in our cafe cache markets, we will be running pop-up spas and “me moment” interactive locations. These will engage consumers during their everyday lives as well as drive people in those key markets into the stores when combined with other media choices in the markets.

Direct Mail Rationale & StrategyWe will use direct mail in our Cafe Cache markets to reinforce our promotional efforts and reach people with a personal, tangible message from Lindt. We will include a buy one get one offering in our direct mailings to incentivize consumers to visit their local Cafe Cache to purchase Lindt bars and explore our extensive collection of chocolate products.

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Café Caché Budget

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Café Caché Media Flowchart

Medium Unit Jan Feb March April May June July Aug Sep Oct Nov Dec TotalGRPS TotalCost$(000)SpotRadio-MorningDrive GRPS 50 50 50 50 50 250 179.30$SpotRadio-EveningDrive GRPS 50 50 50 50 50 250 144.80$DirectMail GRPS 25 25 25 25 25 125 163.50$DigitalSpot 0Social GRPS 401 401 401 401 401 2005 78.20$OtherSpot GRPS n/a n/a n/a n/a n/a 0 1,000.00$Total 526 0 0 0 526 0 526 0 526 0 0 526 2630 1,565.80$Reach 79.7 79.7 79.7 79.7 79.7Frequency 6.6 6.6 6.6 6.6 6.6

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Appendix

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Appendix A

Trends

http://www.foodnavigator-usa.com/Markets/5-strategies-helping-premium-chocolate-sales-outpace-overall-category

https://www.kpmg.com/Global/en/IssuesAndInsights/ArticlesPublications/Documents/taste-of-the-future.pdf

Brand Analysis

Cho

co

late

co

mp

any

SalesinmillionU.S.dollars

3,719

2,603

529

471

432

SalesoftheleadingchocolatecompaniesintheUnitedStatesin2012(in

millionU.S.dollars)

Source::

IRI;Mintel;ProgressiveGrocer

©Statista2015

Hershey's

Mars

Nest le

RussellStover

Lindt

0 500 1,000 1,500 2,000 2,500 3,000 3,500 4,000

AdditionalInformation:

UnitedStates

MillionU.S.dollars

580.7

322.3

240.3

202.9

184.7

158.1

147.5

144

139.8

139.6

Salesoftheleading10chocolatecandybrandsoftheUnitedStatesin2015

(inmillionU.S.dollars)*

Sources::

GroceryHeadquarters;IRI

©Statista2015

M&M's

Hershey's

Reese's

AllHershey'sproducts

Hershey'sKisses

AllMarsProducts

Lindt Lindor

Brookside

Snickers

Privatelabel

0 100 200 300 400 500 600 700

AdditionalInformation:

UnitedStates;January2014toJanuary2015

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Appendix B

Competitor Analysis: DoveDove Chocolate History: https://www.dovechocolate.com/aboutdoveYouTube: https://www.youtube.com/user/DoveChocolatePromisePinterest: https://www.pinterest.com/explore/dove-chocolate-discoveries/Twitter: https://twitter.com/Dove_Chocolate?ref_src=twsrc%5Egoogle%7Ctwcamp%5Eserp%7Ctwgr%5EauthorFacebook: https://www.facebook.com/dovechocolateOfficial website: https://www.dovechocolate.com/Dove ads: http://www.ispot.tv/brands/daJ/dove-chocolate

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Appendix B

Competitor Analysis: GodivaYouTube: https://www.youtube.com/user/Godiva/videosPinterest: https://www.pinterest.com/godiva/Twitter: https://twitter.com/GodivaFacebook: https://www.facebook.com/Godiva Official website: http://www.godiva.com/Best selling products: http://www.goodguide.com/products/330023-godiva-months-dark-chocolate-reviews-ratingsAds: http://www.moat.com/search/results?q=godiva

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Appendix B

Competitor Analysis: Ferrero RocherYouTube: https://www.youtube.com/user/FerreroRocherESPinterest (Italy): https://www.instagram.com/ferrerorocherit/Twitter (Italy): https://twitter.com/ferrerorocherit Facebook: https://www.facebook.com/FerreroRocherUSAOfficial website: http://www.ferrerorocherusa.comAds: http://www.moat.com/search/results?q=ferrero+rocher

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Appendix B

Share of Market NumbersDove:http://www.hoovers.com/company-information/cs/revenue-financial.Dove_Chocolate_Discoveries_LLC.ab3fd74b1805b8ef.htmlFerrero: http://www.lexisnexis.com.ezproxy.ithaca.edu:2048/hottopics/lnacademic/?verb=sf&csi=220620https://www.ferrero.com/the-group/business/a-growing-turnoverGodiva: http://www.wsj.com/articles/SB10001424052970204262304577068191047284320

General Competitor Analysishttp://www.statista.com.ezproxy.ithaca.edu:2048/statistics/276783/us-households-most-eaten-brands--of-chocolate-and-other-candy/

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Appendix C

Preliminary SegmentationThe main segment we are looking at for Lindt is women aged 18-34. Women are 31 % more likely to consume Lindt Chocolate than men (MRI), and women aged 18-34 are 20% more likely to consume Lindt Chocolate than the rest of the general population. In this sense, we are looking into this segment further. We found that women aged 18-34 who have graduated college and have additional education are 48% more likely to consume Lindt than the general population and that all women who attended graduate school and received a degree are 69% more likely to consume Lindt Chocolate. In this sense, we can infer that the younger age range of our population are college students or graduate students (Simmons). When adding occupation into the mix, we found that of all women, those who are employed in Education are 44% more likely to consume Lindt Chocolate, those in Legal fields 54% more likely and those in other Professional and Technical fields 60% more likely than the general population to consume Lindt Chocolate.

Lastly, women aged 18-34 living in County A (the largest of cities) are 12% more likely to consume Lindt Chocolate than the general population. These facts combined create a picture of a high-powered woman with a busy life in a big city. These women are 38% more likely to characterize themselves as awkward, absent-minded and clumsy than the general population and 42% more likely to describe themselves as egocentric, vain, self-centered and narcissistic. Other common responses include dominating, authoritarian, demanding and aggressive, and affectionate, passionate, loving and romantic (Simmons).

Lifestyle: Relationship with FoodWomen aged 18-34 fall into a highly targeted group in almost all advertisements and media. This has translated over time to attitudes towards eating and food that is quite different from the general population. These women are 35% more likely to be asked about nutrition and health by their friends (making them influencers),

32% more likely to try a new food (early adopters) and 16% more likely to treat themselves to something not “good” for themselves than the general population (Simmons). They are 11% more likely to snack between meals and 27% more likely to eat gourmet foods whenever they can than the general population. Interestingly, they are also 18% more likely to eat store-made, pre-cooked meals and 29% more likely to try new food products than the general population (Simmons).

Lifestyle: Relationship with MediaWomen aged 18-34 are 36% more likely to be social media users than the general population and 35% more likely to connect to the internet through WiFi (Simmons). These women are 96% more likely to be active bloggers than the general population and 46% more likely to use the internet for ads and dating service than the general population (Simmons). They are 41% more likely to have magazines as their main source of entertainment (Simmons).

Target Audience

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Appendix C

The Target Market is always looking for the next big/new thing to enrich their lives and share with family & friends.

MY FRIENDS OFTEN ASK MY ADVICE ABOUT HEALTH AND NUTRITION - 135I AM USUALLY THE FIRST AMONG MY FRIENDS TO TRY NEW FOOD PRODUCTS - 129GRADUATED COLLEGE OR MORE - 148(ALL FEMALES) ATTENDED GRADUATE SCHOOL - DEGREE - 169I ENJOY TAKING RISKS - 130I ENJOY POSTING PHOTOS, VIDEOS, SONGS AND OTHER CONTENT ON SOCIAL NETWORKING/COMMUNITY WEBSITES - 201I RELY ON THE INTERNET TO COMMUNICATE WITH FRIENDS AND FAMILY - 140

The Target Market connects with the outside world through online channels, and use online media to help family & friends keep up with their busy lives.

SOCIAL MEDIA/NETWORKNG WEBSITES-HOW OFTEN: 3 OR MORE TIMES A DAY - 244ONLINE ACTIVTIES-USED/VISITED LST 30DAYS: BLOGS/BLOG-GING(READ/WRITE ONLNE DIARIES) - 196ONLINE ACTIVTIES-USED/VISITED LST 30DAYS: WATCH VIDEOS, TV PROGRAMS/MOVIES ONLINE - 178I ENJOY POSTING PHOTOS, VIDEOS, SONGS AND OTHER CONTENT ON SOCIAL NETWORKING/COMMUNITY WEBSITES - 201I RELY ON THE INTERNET TO COMMUNICATE WITH FRIENDS AND FAMILY - 140

The Target Market enjoys the finer things in life, and likes to create lasting memories rather than just experiences.

I TRY TO EAT GOURMET FOOD WHENEVER I CAN - 127HOBBIES: PAINTING, DRAWING, SCULPTING - 221HOBBIES: PHOTOGRAPHY - 179

The Target Market is bold, unafraid of challenges and likes to leave their mark on the world.

I WANT TO GET TO THE VERY TOP IN MY CAREER - 147I LIKE TO STAND OUT IN A CROWD - 148I ENJOY TAKING RISKS - 130SELF CONCEPT: STUBBORN, HARD-HEADED, HEAD-STRONG, OBSTI-NATE - 129SELF CONCEPT: DOMINATING, AUTHORITARIAN, DEMANDING, AG-GRESSIVE - 130

But at the same time, the Target Market is still looking for fulfillment from others and confidence in themselves.

SELF CONCEPT: AWKWARD, ABSENT-MINDED, FORGETFUL, CARELESS - 138I LIKE TO BUY THE SAME PRODUCTS THAT CELEBRITIES USE - 181I FIND THAT I AM EASILY SWAYED BY OTHER PEOPLE’S VIEWS - 135IT IS IMPORTANT MY FAMILY THINKS I AM DOING WELL - 119IT IS IMPORTANT TO BE ATTRACTIVE TO THE OPPOSITE SEX - 121I WORRY A LOT ABOUT MYSELF - 141

Target Audience Insights

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Appendix C

Simmons OneView DataBase: Female 18-34

Total LINDT + GH(CHOCOLATE)

Sample 2,103 142

Weighted(000) 13,617 1,049

Vertical % 40.6% 45.4%

Horizontal % 100.0% 7.7%

Index 100 112

Total % 40.6% 3.1%

TOTAL W 18-34

Sample 844 65

Weighted(000) 9,328 952

Vertical % 27.8% 41.2%


Index 100 148

Total % 27.8% 2.8%

Sample 323 128

Weighted(000) 2,652 1,270

Vertical % 1.2% 3.8%


Index 100 326

Total % 1.2% 0.6%

Sample 643 259

Weighted(000) 5,197 2,512



Index 100 329

Total % 2.3% 1.1%

Sample 303 105

Weighted(000) 2,439 845



Index 100 236

Total % 1.1% 0.4%

Sample 234 99

Weighted(000) 1,414 571



Index 100 275

Total % 0.6% 0.2%

Sample 198 67

Weighted(000) 1,376 472



Index 100 234

Total % 0.6% 0.2%

Sample 2,365 671

Weighted(000) 23,113 7,498

Vertical % 10.1% 22.3%


Index 100 221

Total % 10.1% 3.3%

Sample 4,546 957

Weighted(000) 43,859 11,500

Vertical % 19.2% 34.3%


Index 100 179

Total % 19.2% 5.0%

Sample 3,408 1,117

Weighted(000) 34,992 12,547

Vertical % 15.3% 37.4%


Index 100 244

County Size - 'A'

GRADUATED COLLEGE OR MORE

ALLURE

COSMOPOLITAN

ELLE

SEVENTEEN

BRIDES

HOBBIES - PAINTING, DRAWING, SCULPTING

HOBBIES - PHOTOGRAPHY

SOCIAL MEDIA/NETWRKNG WEBSITES-HOW OFTEN: 3 OR MORE TIMES A DAY

Total % 15.3% 5.5%

Sample 3,026 819

Weighted(000) 29,601 8,521

Vertical % 13.0% 25.4%


Index 100 196

Total % 13.0% 3.7%

Sample 16,340 2,831

Weighted(000) 152,996 30,562

Vertical % 66.9% 91.1%


Index 100 136

Total % 66.9% 13.4%

Sample 3,040 644

Weighted(000) 26,760 6,127

Vertical % 11.7% 18.3%


Index 100 156

Total % 11.7% 2.7%

Sample 4,019 957

Weighted(000) 36,084 8,821

Vertical % 15.8% 26.3%


Index 100 167

Total % 15.8% 3.9%

Sample 3,070 1,090

Weighted(000) 30,671 10,928

Vertical % 13.4% 32.6%


Index 100 243

Total % 13.4% 4.8%

Sample 4,675 969

Weighted(000) 43,564 10,545

Vertical % 19.1% 31.4%


Index 100 165

Total % 19.1% 4.6%

ONLINE ACTIVTIES-USED/VISITED LST 30DAYS: BLOGS/BLOGGING(READ/WRITE ONLNE DIARIES)

SOCIAL MEDIA USER

BRAVO - VIEWED LAST 7 DAYS

E! - VIEWED LAST 7 DAYS

MTV - VIEWED LAST 7 DAYS

TLC - VIEWED LAST 7 DAYS

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Appendix D

Primary Research Data

58

Media Planning Deck

Marketing

Transcript of Media Planning Deck