SCHMITTEN & HOPPITS COMMUNICATION STRATEGY
MOLDED & CHOCOLATES BAR
TARGET AUDIENCE
SOCIO ECONOMIC STATUS
A2
A1 & A2 Class of people can be defined as Upgraded Mobile Affluent Class
DEMOGRAPHICS AGE
15 – 25 years
SEX
ATL
MARKET PENETRATION PHASE 3 2 1
DISTRIBUTION SYSTEM CONVENTIONAL
NON-CONVENTIONAL FRANCHISEE CHOLATIER
@ AIRPORTS RAILWAY STATION BEST
CHOCOLATES A DETAILED STUDY
Chocolate Market in India is 5000 CRORE Plus + It is Growing at the rate of 20-24% annually
The fastest growing segment of chocolate in India are Molded Chocolates
Chocolate in India is witnessing various usages & replacing SNACKING + GIFTING step by step
SNACKING • With rise in Evening Entertainment, Chocolate as Snacks is also being used rampantly. • The increased trend of Night Outs & other Get Together has also resulted into rise in chocolate usage. • Its various Health Benefits also add on to the reason of Snacking
GIFTING • Chocolates as gift during various occasion has gained a lot of popularity. • The reason being Chocolates give an impression of Luxury Item.
Chocolates in India, primarily consist of Organized Sector
CONSUMER ANALYSIS
Female
Female prefer Chocolates more than Male counterpart
MYTH 1: It is the myth that only children eat chocolates. Likability of Chocolates among Adult as well as senior citizens is witnessing a gradual rise.
Chocolate Non -Eaters
TV Viewership MYTH 2: It is the myth that only children get persuaded by watching chocolates TVC. All age group view TV and get influenced by the TVC. Adult Ratio being a bit higher.
15-25 26-33 34-45 46-55 56-65
Types of Prospects Corporate Gifting Indulging Gifting Corporate Gifting
Gifting Indulging
After Analyzing the CONSUMERS and their TV viewing pattern, we suggest that Adults should also be targeted along with Youngsters.
As per our close group study Advertising Strategy for Molded must be different from that of Chocolate Bars
More over as we know Schmitten & Hoppits are two different varieties of chocolate we should have one UMBRELLA BRAND NAME Added to it
UMBRELLA BRAND NAME EXAMPLE
UMBRELLA BRAND NAME EXAMPLE
Major Contributor of Purchase Decision in India as per study conducted by Cadbury
Sales & Promotion Price Packaging 2% 1% 3% Placement 18% Ads 53% Quality 24%
Major Contributor of Purchase Decision By Cadbury
MEDI A MIX
PHASE: 1
Media Distribution During Launch Radio 10% BTL 10% Outdoor 5% Magazine 10% News Paper 5%
TV 60%
TV News Paper Magazine Outdoor BTL Radio
PHASE: 2
Media Distribution Post Launch
BTL 10%
Radio 8%
Post Launch
Outdoor 3% Magazine 5% News Paper 4% TV 70%
TV News Paper Magazine Outdoor BTL Radio
we will gradually increase the TV Frequency by 10%
TELEVISION In addition GEC, here are some suggestions from us backed by Logical Reasons
Our being the PREMIUM Media Mixture with Higher Reach & Impact
CHOCOLATES, majorly targets the adults.
HD TV till now has only reached the crème class of India. Less no of ads on HD Channels area Sure Attention Grabber.
Opening Ads on DTH are unavoidable. Audience tend to see complete ad if they once appeal them.
SPORTS GEC NEWS
FCT NON FCT Gift Hampers
TELEVISION
MUSIC
KIDS &
In-serial Advertorials
KNOWLEDGE
Innovations NICHE
MOVIES
NEWS PAPER Innovation in Newspapers are today’s latest trend. Readers enjoy the creativity and Brand enjoys Great Attention
Envelope: Wrap-up the brand message in the envelope
It would be something like spilling half the beans outside and half inside making it a lot interesting and inquisitive.
Page Disruption: News parts away to make way for the brand
This is something that would catch each and every eye awing each one who sees it.
FRENCH WINDOW : This innovation allows the advertiser to add on big pictures and details. Here we can highlight the Production Process of Chocolates. BACK
FRONT INSIDE
RADIO
Various types of communication will be done via Radio Radio Fabric | Fixed Commercial Time | Gift Hampers | Sponsorship Capsules | New Songs Announcement | Traffic Update
RADIO FABRIC Here RJ will incorporate Schmitten & Hoppits in their conversation. It will be done very subtly.
FIXED COMMERCIAL TIME These will be regular ads. It will Compliment our Radio Fabric & Capsules.
GIFT HAMPERS We can sponsor Chocolate Gift Hampers for the winners of various Radio Competition
SPONSORSHIP CAPSULES These Capsules will make the masses know bout Chocolates along with company branding.
TRAFFIC UPDATE After Giving the traffic updates branding of Chocolate will be done.
Have a chocolaty wait at the traffic.
NEW SONGS ANNOUNCEMENT In case of launch of New Songs Schmitten FRESH MAAL presents: The song (This will register Schmittens as newly launched Chocolate & Freshness)
OOH Hoardings located in highly visible, heavy traffic areas such as
Primary roads Major intersections Traffic Signals
These location provides extended periods of high visibility thus creating lasting impact.
Innovative OOH
In Addition to our Basic Media Plan we will have to put on extra efforts of branding during Festivals. For this we must adopt for Festive & Topical Ads
SALES & PROMOTION
FREE GOODIES Distributing Free Goodies with FMCG is very common but it continues to attract prospects particularly children.
FREE SAMPLES Distributing Free Samples of Chocolates in Schools & Colleges
FACTORY TOUR Making it a tourist attraction where by people can enjoy watching the production process
VENDING MACHINES Introducing the trend of Vending Machine in India will be a big Hit
FUN FACTS BOOKLET Introducing a booklet which will incorporate facts about Chocolates and Schmitten. Types of Chocolates | Process | Health Benefits
IN SHOP BRANDING Branding in the Glass Panels portraying the process of Choco making. Danglers & standees will add on to the impact.
SCHMITTEN & HOPPITS THEATER LED & LCD can be displayed at superstores where production process of chocolates will be shown
PACKAGING It is important for PACKAGING to be ENVIRONMENT FRIENLDY. Special edition Packaging during Festivals.
Moreover PACKAGING should be such that buyers can cherish it. Limited Editions Packaging also grabs attention of the prospects.
CREATING HYPE Just like Movies create Hype before they are Launched. Same strategy can be adopted by our product.
SMALL PROMOTION It will beSCREEN very subtle kind of promotion.
NEWS ROOMS
News Readers may be asked to start their news reading after having chocolates. A bowl of SCHMITTEN can be kept on their table
LAUNCH IN REALITY SHOWS We can sponsor a day of Nach Baliye or Dance India Dance where Couples will be asked to implement Chocolate in their dance by any way. DRESS CODE | PROP | SONG
We can take bytes of celebrities where they will be saying
HAVE A CHOCOLATY DAY WITH SMICHTTEN or HAVE A HOPPITS DAY This may turn into a trend instead of Good Day
FIRST
SMALL SCREEN LAUNCH OF A PRODUCT EVER
LAUNCHING the Product in COMEDY NIGHTS with KAPIL
It will give the exposure of Target Audience of different profile.
BOOK A CHANNEL FOR A DAY In this case branding of Schmitten will be done throughout the day. Logo at opposite side of Channels Logo Compressing the screen with a Branding Band
SPONSORING AWARD FUNCTIONS Soon the season of all the tele as well as movie award functions will begin. We may sponsor the event or the Gift Hampers.
SPONSORING MOVIE SONGS A Movie song which can be associated with our brand can be sponsored on Music Channels.
SPECIAL ISSUE of MAGAZINES Filmfare Issue with a Column of Chocolaty Heroes
THANK YOU