1. CHOCOBAKERY
DEFINING THE OPPORTUNITY &
GUIDELINES FOR SUCCESS
Sensory Qual debrief
Presented by Tristan Fahey
July 2012

2. CONTENTS
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
2

3. Executive summary
 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
3

4. Background
 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
4

5. Process & Methodology
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).
Session 1: the world of Session 1: the world of Session 2: Global product Session 2: Fit with
Chocolate and Bakery ChocoBakery Exploration Strategic Platforms
Using homework exercise
Using ‘sensory qual’
as stimulus (collages and
techniques, map the
favourite products), Using ‘sensory qual’
world of ChocoBakery Overlaying/matching
explore the associations, techniques, rate and
from the perspective of product features &
needs, occasions, overlay global products
product features and how territories to strategic
emotions and role of onto our ChocoBakery
they overlay on more platforms
chocolate and bakery map
emotional/conceptual
products in the lives
territories
of consumers
5

6. CONTENTS
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
6

7. A word on approach…
We neither did a deep dive nor a gaps analysis on chocolate & bakery to look at the ChocoBakery
opportunity.
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.
Snacks that can
be eaten throughout the day or
evening made from a combination
of chocolate & baked
products
Chocolate Biscuits/bakery
7

8. The ‘ChocoBakery’ space is more oriented towards
bakery than chocolate
Consumers spontaneously define the space according to products they know, and most
products they know draw more heavily from bakery cues.
Muffins Choc
Snacks that can Brownies biscuits
be eaten throughout the day or
evening made from a combination Choc cake
Time Out of chocolate & baked Lamingtons
products Oreos
Twix
Mix Max
TV Snacks
Ferrero Danishes/Pastries/ Profiteroles/
Tim Tams Gaiety Croissants Eclairs
Kit Kat Choc Chip Choc
Rum Balls doughnuts
cookies
Reinforcing this is the fact that the In store location is a marker of The orientation to bakery
physical in store location of occasion & ‘naughtiness’, helping is again reinforced by language –
existing products is weighted more define the current space (the guilt ‘snack’ is closer to biscuits
towards the biscuit aisle than the associated with chocolate is a key whereas ‘treat’ is closer to the
chocolate aisle. hurdle in positioning new offers). chocolate category.
8

9. The benefits chocolate contributes to biscuits are clear
The higher order pleasure related benefits chocolate brings to biscuits make it a naturally
appealing proposition
Central to the Snacks that can
‘addictive
moment (ie it be eaten throughout the day or
relief’
IS the evening made from a combination
moment)
Pleasure Taste/ of chocolate & baked
richness Nightime products
Savouring
Smooth Intentional
eat
Naughty/fun
Personal, even if
More a treat Fattening/Not shared
healthy
A feeling of My
abandon indulgence
Upbeat
Reward Guilt (happiness/joy) “an acceptable
little sin”
“like a hug in
the mouth”
9

10. It is harder to see what bakery contributes to the
chocolate category
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
Texture/ Associated Sense of
Snacks that can
variation rituals Control
be eaten throughout the day or
evening made from a combination Lunchbox/
Work – MT After school
of chocolate & baked or 3pm
products droop More
Less convenient
Birthday/
sweet than cooking
special treat
“Something
Togetherness/ Filling
for everyone”
us
Comfort/
Healthier/ Enhances the nostalgia
“I’ve made a
good choice Less fattening moment
for the family”
Almost an Snacky
Being a good unconscious eat more than
mum/good treaty
choice Contentment
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
10

11. Some very distinct functional cues help orient products
in this space
Size of piece
(several bites)
Need to
Portrait pack break apart Not real
orientation Snacks that can Landscape pack chocolate
orientation
Physical location be eaten throughout the day or Soft (cakey) or
(chocolate aisle) evening made from a combination Biscuit is more crisp texture
Smooth or firm of chocolate & baked visible than
texture Chocolate on products chocolate
the outside Ratio of biscuit is Physical
greater than location
Biscuit in bits
Ratio of chocolate Chocolate Biscuit chocolate (biscuit aisle)
greater than biscuit codes codes
Square/rectangle Chocolate in
Separated
(subtlety also based Size of piece bits
on size) (1-2 bites)
Tray-style Round
Block format (for serving) (subtlety based
also on size)
These codes and cues are clear and obvious in their own categories, but success or failure in the
ChocoBakery 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.
11

12. Deep diving into the ChocoBakery space
 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
 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
 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
12

13. Mapping for growth:
products at the extremes
More for kids
less rich Wholesome Fun rich
Not too sweet/sickly (eg shapes/branding)
Proportionally biscuity Richer/sweeter
(vs chocolate) Visibly chocolatey
Bits of chocolate rather Simple Smaller
than enrobing (not complex) Celebratory cues
Homebaked cues Smaller
Not too messy
No nuts
Fills the tummy Can eat lots without filling up
Texture/size = bigger eat Texture/size = smaller eat
Substantial Has some nutritional value More for us Usually associated with Light eat
Intentional eat mindless nibbling
Allows for more
Visibly wholesome complex textures
Nutritional ingredients and tastes Chocolatey (esp dark)
Fruity/nuts/fibre Richer/sweeter/creamier
Not too sweet Delicate or decadent
Thin layer of chocolate Small pieces
less rich or bits of chocolate rich
More for adults
13

14. Mapping for growth:
products at the extremes
More for kids
less rich Wholesome Fun rich
Not too sweet/sickly (eg shapes/branding)
Proportionally biscuity Richer/sweeter
(vs chocolate) Visibly chocolatey
Bits of chocolate rather Simple Smaller
than enrobing (not complex) Celebratory cues
Homebaked cues Smaller
Not too messy
No nuts
Fills the tummy Can eat lots without filling up
Texture/size = bigger eat Texture/size = smaller eat
Substantial Has some nutritional value More for us Usually associated with Light eat
Intentional eat mindless nibbling
Allows for more
Visibly wholesome complex textures
Nutritional ingredients and tastes Chocolatey (esp dark)
Fruity/nuts/fibre Richer/sweeter/creamier
Not too sweet Delicate or decadent
Thin layer of chocolate Small pieces
less rich or bits of chocolate rich
More for adults
14

15. Occasion naturally overlays on product axes
to form opportunity territories
More for kids
less rich rich
Lunchbox
Special treat
After for kids
school
Intentional
Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
g
rnin Afternoon
Mo tea
Tea (me/us)
Gap fill/on My/our
the run Entertaining/ evening
(for me) Serving to treat
others
less rich rich
More for adults
15

16. Product features that drive the map
More for kids
less rich rich
After
school
Special treat
for kids
Lunchbox
Intentional
Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
g
rnin Afternoon
Mo tea
Tea (me/us)
Gap fill/on My/our
the run Entertaining/ evening
(for me) Serving to treat
others
less rich rich
More for adults
16

17. Product features that drive the map
More for kids
less rich rich
After
school “I feel like a good Special treat
mum…as good as
my mum was”
for kids
Lunchbox
Intentional • associations with fun/celebrations
• visibly ‘good for you’ (almost ‘ugly’) • visibly chocolatey
Casual sharing Visual Mindless (movie)
Visual •
Substantial not covered in chocolate More for us • food values less relevant Light eat
• food values more visible than treaty values snacks
• decoration adds to the experience
• rough/rustic/irregular looking
Size/ • small pieces to balance richness
• small pieces/easy to eating hold
and Shape • easy to eat/hold
orn a
Size/ Afternoon
Shape • dunkable/playableM e
t • icing
Tea (me/us) = cake/celebratory (otherwise
• wholesome ingredients
Gap fill/on like muffins) My/our
• filling balanced with treaty-ness
the run Ingredients/ •Entertaining/
jam = fun/kids evening
Ingredients/ • not too rich/sweet taste Serving to
•ideally not too messy treat
(ie chocolatey
taste (for me)
• pieces of chocolate rather than enrobing others
fingers & face) but it also adds to the
•
less rich homebaked associations fun/naughtiness rich
More for adults • rich and sweet
• value/affordability
Other • travels well (lunchbox) Other
•nostalgic/happy memories
• suitable as nude food (packaging) (not sophisticated) 17

18. Product features that drive the map
• wholesome ingredients…visibly ‘good for you’
• rough/rustic/hearty look = healthier More for kids
Visual
• “feels like I cut it up”
less rich rich
• food values as visible as treaty values (chocolate enrobing OK)
Size/ • one handed consumption for car
After
Shape • small eat (ie 2-4 bites)
school
Special treat
• filling product, interesting eat due to ingredient combinations for kids
Ingredients/ • fruit & nuts (fruit = health), Grains, Biscuits, (multiple textures)
taste Lunchbox
• not too rich/sweet…almost bland
• dark chocolate = more permissible
Intentional
• easy to grab and eat on the run Casual sharing Mindless (movie)
Substantial• easy to keep in handbag/desk/car More for us Light eat
Other snacks
individually wrapped for on the go
(eg 2 x Gu pieces) Visual • chocolate less visible than biscuit
• homey and rough looking = less guilt
ng
rni Size/Afternoon
Mo tea • small pieces…2-3 bites
Shape (me/us)
Tea
Gap fill/on My/our
• less chocolate than biscuit
the run Ingredients/ • thin Entertaining/ on one side
layer of chocolate evening
(for me) taste Serving to treat
• drier texture = good for dunking
others
• sweet but not too rich
less rich rich
• simple/not complex
Other
More for adults
• accompaniment to hot beverage
18

19. Product features that drive the map
More for kids • more special/indulgent if no need to break
less rich (ie separated pips) rich
Visual • more like a Tim Tam covered in chocolate
After • dark chocolate highly appealing
school • more chocolate than biscuit (wafer not ideal
Special treat
for after dinner)
for kids
Size/ • smaller block = more likely for ‘me/2 of us’
• pretty/attractive (decoration on top,
Lunchbox Shape • larger/bulky pip = gluttonous/filling (scary!)
layers when cut, part-dipped, interesting
Visual inclusions) • thicker layer of chocolate
Intentional
• dress up as dessert, or serve as is
CasualIngredients/ • mint for after dinner (movie)
sharing Mindless
Substantial More for us
taste • smooth, rich, luxurious texture (not complex/
Light eat
• must not leave you too full (smaller size or snacks
challenging)
lighter texture) - it’s the balance between guilt
Size/ and pleasure that entices
g
Shape • eat with fork/spoon (likena dessert) - larger OK
rni Afternoon
• eat by hand – needs o be smaller to pick up/
M totea
2-3 bites
Tea (me/us)
Gap fill/on My/our
• richthe run cream, buttery, dark chocolate,
taste (jam, Entertaining/ evening
mudcake)me)
(for balanced by light texture (cake, puff Serving to treat
Ingredients/ pastry, shortbread) or small size others
less •
taste rich thin layer of chocolate – crack through enhances rich
experience More for adults
• dark chocolate = more special/indulgent
Other • perception of freshness (for serving to guests) 19

20. Product features that drive the map
• block format - involvement in breaking
apart = shared times (family, not friends) More for kids
Visual • more chocolate than biscuit (presence
less richbiscuit = earlier in day/afternoon,
of
rich
&/or greater volume)
After
• portions exactly equal (avoid fights)
school
• bulkier/larger pips = kids/afternoon Special treat
Size/ (but only with wafer to break up for kids
Shape chocolate)…or if separated, afternoon/
Lunchbox
evening treat
• something everyone loves (not Intentional
polarising flavours/textures) Casual sharing Mindless (movie)
Substantial
Ingredients/ More for us Light eat
• covered in (thick) layer of chocolate snacks
taste
• (more for kids if biscuit is visible eg not • chocolate covered = more for evening (ie vs biscuit,
entirely enrobed) g Visual savoury snacks etc)
or nin Afternoon
• each piece similar (ie promotes mindless eating)
M tea
Tea (me/us)
• small (poppable) light texture, light crunch, not too
Gap fill/on Size/ My/our
the run Shape complex Entertaining/ evening
• smooth shapes inServing to enhance mindless eating
your mouth treat
(for me)
• others
Ingredients/ sweet taste but not too rich (ie moorish)
less rich rich
taste • salty/choc also delivers to this but is polarising
More for adults amount of chocolate (eg thin coating)
• small
Other • kids and adults (ie not too polarising)
• suitable with or without hot beverage 20

21. Product features that drive the map
More for kids
less rich • chocolate covered (can be thicker in the rich
afternoon but not as thick as evening)
• delicate, or decadent & small to minimise guilt
After
Visual
• pretty/attractive (decoration adds specialness
school
as do European visual cues) Special treat
• homemade or fancy = gone to some effort for kids
• 2-3 bitesLunchbox like meringues associated
(little pieces
Size/
with light, happy feeling….
Shape • bigger = more a treat/reward Intentional
Casual sharing Mindless (movie)
Substantial • More for us Light eat
nice chocolatey taste or delicate pieces with snacks
Ingredients/ interesting layering/sensory experiences
taste • texture not too challenging (eg hard crunch)
• slivered almonds = special ng
r ni Afternoon
Mo Tea (me/us)
• ritualistic/fun (takesa
te you away) My/our
Other Gap fill/on
• mostly compatible with hot beverage
the run Entertaining/ evening
(for me) Serving to treat
others
less rich rich
More for adults
21

22. Product features that drive the map
In summary, certain product features can be used to More forproducts in several spaces on the map, but it is the
position kids
less rich
complexity of features married together that defines positioning rich
After
school
Homebaked/Homemade Special treat
associations drive
for kids
“I’m a good mum”
Lunchbox
but appealing to kids via
‘treaty-ness’ is key to
being a good mum too Intentional
Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
Homebaked/Homemade
g
nin
associations drive
r
Homebaked/Homemade
Afternoon
Mo te and
health cues a minimise guilt, associations say
along with drier texture to go Tea (me/us) effort”, but
“I’ve made an
Gap fill/on My/our
with hot beverage richness/indulgence is also
the run Entertaining/ evening
key to this occasion
(for me) Serving to treat
others
less rich rich
More for adults
22

23. A word on the block…
Although the (chocolate) block’s centreground is
in Casual Sharing territory, it also sits comfortably
More for kids
in My/our Evening Treat, and Entertaining/
less rich rich
Serving others, depending on the execution
After
school
Special treat
Breakaway block however, is a bit schizophrenic; for kids
It neither fits as a casual family share… Lunchbox
too bulky Intentional
each pip likened to a whole chocolate biscuit Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
weakens the bonding experience of a more
traditional block
ng
Nor is it really a special evening treat… rni Afternoon
Mo tea
not indulgent enough Tea (me/us)
Gap fill/on My/our
too chunky/challenging the run Entertaining/ evening
wafer more appropriate for earlier in me) day
(for the Serving to treat
others
And although it also fits afternoonrich & kids treats…
less tea rich
the product style (ie wafer/fingers enrobed More for adults
in a heavy layer of chocolate) is not ideal for these
occasions (a block you have to break apart)
23

24. Fighting Goliath – where does Tim Tam play?
More for kids
less rich rich
After
school
Special treat
for kids
Lunchbox
Intentional
Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
ing
orn a
M te
Afternoon
Tea (me/us)
Gap fill/on My/our
the run Entertaining/ evening
(for me) Serving to treat
others
less rich rich
More for adults
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.
24

25. Mapping for growth – bringing territories to life
More for kids
less rich rich
conceptual territory
After
school nourishing
Lunchbox simple homey
joy wholesome
Substantial key needs More for us
More for us who Light eat
To be a good mum/to be seen to be a good Mums to Kids (rarely shared)
mum, to adhere to school policy, to
nourish, to fill and to treat kids, to make
good afforable choices critical product features
what -More biscuit than chocolate
-Biscuit visible before chocolate (ie enrobing is largely out)
‘Good food’ (eg sandwich/light meal, fruit, -Homemade appearance (rough/rustic/uneven)
cracker/cheese, muesli bar) then treats -Small size (2-4 bites for little mouths)
(homebaked cookie, mini muffin, choc biscuit, -Easy to hold and eat
less rich sometimes fun size/snack size choc)
and -Dunkable/playful for after school rich
More for adults
25

26. Mapping for growth – bringing territories to life
More for kids
less rich rich
conceptual territory
shared fun
Special treat
love for kids
memories joy
celebration
Substantial key needs More for us
More for us who Light eat
For mum: to show love with celebration, For the kids, but adults likely to indulge due to childhood memories
to bring joy, to be seen to make an effort
For kids: messy, rich/sweet, interesting
textures/tastes, lots of fun critical product features
what
Small size (must not be filling), rich/sweet but not sickly, fun
Traditional symbols of childhood & fun: shapes/shapes of childhood, taste/texture that is not challenging,
WagonWheels, cupcakes, meringues, broad taste appeal for kids, looks a bit naughty, softer texture
less rich
lamingtons, Freddo, lollies rich
More for adults
26

27. Mapping for growth – bringing territories to life
More for kids
less rich rich
key needs conceptual territory
To feel like I’ve made good/healthier
choices earlier in the day, while treating wholesome earthy
myself to a little break…a reboot before
the rest of the day’s chores.
what
contemplative comforting
(At home): biscuits and chocolate biscuits,
Substantial
homemade slices, fruity/nutty slices More for us
More for us who Light eat
All/most adult males & females with a hot beverage – older
consumers most likely to allow a more indulgent treat/snack
g
rnin critical product features
Mo tea
-more biscuit than chocolate
-thinner layer of chocolate than chocolate block/bar
-biscuit more visible than chocolate
-wholesome/homemade/rustic feel with enough sweetness to
less rich enhance the cuppa rich
More for adults
27

28. Mapping for growth – bringing territories to life
More for kids
less rich rich
key needs conceptual territory
To take the edge off hunger between deserving treat
wholesome
meals, or if a meal is missed
To treat myself when too busy to stop
sustaining compromise
what
Morning: muesli bars, biscuits, fruit, mini
Substantial More for us
More for us Light eat
muffins, fruits/nuts
who
Afternoon: similar but chocolate features
Mums (for self)
more heavily (choc bars, choc nut bars etc)
critical product features
Gap fill/on -Grab and go (easy to carry, to store in handbag/desk/car)
the run -Easy to eat/not messy
-One handed consumption
(for me) -Substantial/more complex eat
-Not too sickly sweet (balance btwn treat and meal)
less rich -Fruit/nuts add health cues rich
More for adults
28

29. Mapping for growth – bringing territories to life
conceptual territory More for kids key needs
less rich rich
Simple treats that the whole family love, are affordable for
bonding 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
casual chocolate, dressing up your icecream) is part of the ritual
all of us upbeat
and shared moment.
Intentional
Casual sharing
Substantial More for us Light eat
who what
Kids, parents, grandparents, close friends sharing together Block chocolate, ice cream/desserts, packs you stick your
hand in (eg Favourites, fun size chocolates)
critical product features (more traditional, less sophisticated products)
-interaction with product
-enough to share
-preferably portable with no utensils required (casual/muck in)
less rich rich
-simple, not messy
More for adults
-indulgent (preferably chocolate covered)
-not too filling/substantial, small pieces to share around
29

30. Mapping for growth – bringing territories to life
conceptual territory More for kids key needs
less rich rich
a moment enhanced
Snacks/treats that enhance the moment, rather than being
central to the moment. Includes boredom relief.
fun times
guilt free
Mindless (movie)
Substantial who More for us Light eat
snacks
Families and friends around a shared activity (eg TV/movie)
critical product features what
-small/poppable pieces (no breaking apart)
-each similar shape/size
less rich Pods, pretzels, Shapes, chips, nuts, bite size chocolate,
rich
-looks good in a bowl
Maltesers, lollies
-everyone loves (broad appeal) More for adults
-textural variety/playful in mouth
30

31. Mapping for growth – bringing territories to life
conceptual territory More for kids key needs
less rich rich
Keep me going (mentally), and reward myself for getting
through the day (so far). Indulgent treat; sweet and rich
reward but small – won’t spoil appetite. Part of reward is visual
appeal
what
breather
Chocolate biscuits, slices, cakes; from simple (Choc Teddy
shelter Bears) to more complex (Tim Tams) to more decadent
(Rocky Road chocolate…”just one piece of course!”)
Substantial More for us Light eat
who
Women alone or with a friend, largely at home Afternoon
Tea (me/us)
critical product features
-delicate or decadent (but small)
-multi-textured but not too complex
-not lessworthy/wholesome
too rich rich
-pretty/attractive (especially to serve, but even for me)
More for adults
-not messy
-not filling/substantial
31

32. Mapping for growth – bringing territories to life
conceptual territory More for kids key needs
less rich rich
bliss Small, rich, personal treat/indulgence once kids are in bed.
guilt/regret Stop the bus! I’m off!
what
relax
Cadbury Mousse block, Ferrero Rocher, Lindt, Tim Tams,
abandon Mint Slice, CDM block
Substantial More for us Light eat
who
Adults – alone or with partner
My/our
critical product features evening
treat
-rich, smooth chocolate
-small pieces
less rich
-strong desire for dark chocolate rich
-not filling/substantial More for adults
-chocolate enrobed
32

33. Mapping for growth – bringing territories to life
conceptual territory More for kids key needs
less rich rich
To enjoy indulging together with friends/family, where the
special specialness of the moment assuages the guilt associated
with very indulgent sweet treats
pleasure
what
Cakes, pastries, specialty chocolates, patisserie items.
indulgent Dark chocolate – usually individually wrapped (Lindt balls,
impressive
Ferrero Rocher)
Substantial More for us Light eat
who
Adults sharing with friends – special occasion afternoon or
post-dinner
critical product features Entertaining/
Serving to
-rich, decadent
-impressive to look at others
less rich
-soft, dessert-like consistency (eg cream, pastry, cake) rich
-small (2-3 bites?) and satisfying More for adults
-high proportion of chocolate
33

34. Key opportunities for ‘Chocolate +’ offer
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 chocolate
credentials to biscuits, but this has not been the primary focus of this work.
34

35. Key opportunities for ‘Chocolate +’ offer
More for kids
less rich rich
Lunchbox Opportunity #1:
ANYDAY SPECIAL
FOR KIDS Special treat
After for kids
school
Intentional Opportunity #4
:
FUN
Casual sharingFAMI
LY TMindless (movie)
Substantial More for us I ME S Light eat
snacks
g Oppor
nin n tu
r
Mo tea WITH ity #3:
Afternoon
Tea (me/us) A HO T
Gap fill/on BEV E R My/our
AGE
Entertaining/ evening
the run #2:
Opportunity
Serving to treat
MID MORNING
(for me)
others
less rich GRAB & GO rich
More for adults
35

36. Anyday Special for Kids
More for kids
less rich rich
Lunchbox Opportunity #1:
ANYDAY SPECIAL
FOR KIDS Special treat
After for kids
school
Intentional
Casual sharing Mindless (movie)
Substantial More for us
• more treaty than Light eat
snacks
muffins/cookies • cupcakes, chocolate bars
• muffins, cookies, • more permissible than • special occasion/
homebaked & plainng i cupcakes, chocolate Afternoon
bars
orn a
biscuitsM e • Kit Kat, Milky Bar, Tim
celebration
t •
Tea (me/us) visibly chocolatey & rich/
• wholesome, healthy Tam, Choc Teddys
Gap fill/on sweet My/our
treat • 1-2 times/wk in lunchbox Entertaining/ evening
the run • nostalgia/happy
• visibly better for you &/or after school at home Serving memoriestreat
to
(for me)
• everyday (but can be on the go) others sophisticated
• not
less rich • This is the territory for rich
newness/new offers
More for adults
36

37. Fit to Strategic Platforms
More for kids
less rich strong fit rich
Opportunity #1: but not so
Lunchbox
ANYDAY SPECIAL everyday
After
school
FOR KIDS

Special treat
for kids
Treating… Mums to Kids Treating… Mums to Kids
Intentional
Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
I often keep treats on me when I am running
rnin
Mo tea
g ?
errands or running the kids around. Just in
case they get rowdy the treats will buy me
Afternoon and peace and quiet.
some time
Tea (me/us)
Gap fill/on My/our
When the kids get home from school they’re
Entertaining/ evening
the run
less rich
(for me)
?
tired and cranky and I to looking for tasty
Serving am treat
treats that are others yummy that will
quick and
make the kids happy again rich
More for adults
37

38. Opportunity – Mums to Kids platform
RESONANCE Both insights miss the bullseye: it is less about mum’s desperation to solve a problem (noisy or cranky kids), & more
OF
about her desire to show love through treating in a more special way than she does everyday
INSIGHT
Treating… Mums to Kids
IMPACT Trusted to deliver quality/consistency for a
OF
highly emotional occasion
BRAND
Some impact on snack size/fun size but
WHO Mums to younger kids – mostly not shared greater frequency through permissibility if
biscuit/chocolate combinations…therefore
IMPACT
tapping into other competitive brands
ON
When I feel like they deserve a treat that is a bit more PORTFOLIO
Also likely to tap into the on the go behaviour
special than they get everyday, or when I feel like I want recognised in the first insight, but this is not
WHY
to say “I love you”….nothing too unhealthy, just a bit the primary driver
special
38

39. Mid Morning Grab & Go
• mid morning, with a hot beverage More for kids
less rich • sit down – home/work (or rich
café…more indulgent)
Lunchbox
• alone or with friends
• less chocolate than biscuit
• biscuit more visible than chocolate Special treat
After
• sweet but not too rich for kids
school
• drier biscuit textures go best
with a cuppa
Intentional
Casual sharing Mindless (movie)
Substantial More for us Light eat
snacks
g • mid morning – no hot beverage
rnin Afternoon
• grab & run formats…..fruit, oat bars,
Mo tea
Tea (me/us)
muesli bars, biscuits, muffins, yoghurt
Gap fill/on My/our
and chocolate bars for some
the run #2:
Opportunity Entertaining/ evening
• mid morning - either skipped
Serving to treat
MID MORNING
(for me) breakfast or hungry between breakfast
others
GRAB & GO and lunch
less rich • products that are filling & interesting rich
More for adults desk, car
• handbag,
• visibly better for you
39

40. Fit to Strategic Platforms
Mid Morning Break … Without a Hot for kids Morning Break … Without a Hot
More Mid
less rich
Beverage Beverage rich
Lunchbox
In the middle of the morning, I start to lose my
After
school
?
concentration, I don’t have time to stop for a
Special treat
proper break but I wantkids
for something sweet to
nibble on that helps keep me going
Intentional a very early breakfast and need something
I had
Casual sharingtide me over mid morning, but there is
to
Substantial us

Mindless (movie)
More fornothing that’s easy to grab and go, thatLight eat
snacks
great too
tastes
g
rnin Afternoon
Mo tea strong fit
Tea (me/us)
Gap fill/on but less about My/our
Opportunity #2: Entertaining/ evening
the run a break
MID MORNING
(for me) Serving to treat
less rich
GRAB & GO  others
rich
More for adults
40

41. Opportunity – Mid Morning Break platform
RESONANCE Second insight is true; its about grab & go when you don’t have time for a break, & because its morning the healthier
OF
combination of choc/bisc is appropriate
INSIGHT
Mid Morning Break … Without
a Hot Beverage
IMPACT Difficult (but possible) for Cadbury to play
OF here – role of chocolate must be carefully
BRAND considered
WHO Busy mums of both older and younger kids
– working or non-working
Introduces the branded portfolio to new time
IMPACT
of day and different competitive set – new
ON
PORTFOLIO
clean volume taken from competitors rather
than current portfolio
WHY To fill a hole, to keep me going
41

42. With a Hot Beverage
ppa
r ge
/
More forakids ow n cu
bev beve ind d dinner rich
less rich hot or ha hot on tw
lgen at after e is qui
et
with ( • wit afterno nd fun u
• ind nd tre
n ing, e/work ous
en h rritory
mor om Lunchbox t) tic a ) a wh
• mid wn – h ndulgen s rit ualis ou away d small e
ually colate t ium)
do ei nd • sy t an • us ll
• sit é…mor ith frie iscuit ( take ecaden t/to eat • cho cks/p m
Specialotreat re ate/sma h
c af rw b rd ka c l ic ot
ne o ate than than
After te o g to loo and cho for(b and del int, smo
kids
• alo ocol le lica
• de erestin rritory ( ces) e
ch re visib
school • rich choc, m s textur
s
• les cuit mo olate • int Tam te kes, sli e k u
rich ca f • dar luxurio nging)
• bi s choc not too o best • Tim iscuits, work, ca and t challe
ut sg e,
b Intentional (no
e et b texture • Hom
• sw sc ui t ppa
Casual sharing Mindless (movie)
Substantial er bi a cu More for us Light eat
• dr i with snacks
g Oppor
nin n tu
r
Mo tea WITH ity #3:
Afternoon
Tea (me/us) A HO T
Gap fill/on BEV E R My/our
AGE
Entertaining/ evening
the run
(for me) Serving to treat
others
less rich rich
More for adults
42

43. Fit to Strategic Platforms
More for kids
… with a Hot Beverage … with a Hot Beverage
less rich rich
Lunchbox When I have a hot drink – I love choosing a
X
sweet treat to go with it, but I can’t find that
perfect combination of chocolate and bikky.
Special treat
After for kids
school When I manage to snatch away a little
moment for myself to recharge I love to sit
Substantial
Casual sharing ?
Intentional down with a hot drink and a slightly more
indulgent treatMindless (movie)
but it is so disappointing when
More for usthe treat doesn’t live up to my expectations.
snacks
Light eat
g
rnin Afternoon
Mo tea
Tea (me/us)
Gap fill/on My/our
the run Entertaining/ evening
(for me) Serving to treat
others
less rich rich
More for adults
43

44. Opportunity – With a Hot Beverage platform
RESONANCE 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
OF 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
INSIGHT feel too guilty about it!
… with a Hot Beverage
IMPACT It’s the ‘green light’ to indulge in real chocolate/
OF
more chocolate earlier in the day!
BRAND
WHO Women…..especially (bit not exclusively) adult HHs
i) Growth through afternoon consumption
IMPACT
ii) Anticipated increase in volume/frequency
ON
PORTFOLIO
of consumption in evening occasion due to
To satisfy my chocolate craving in a ‘safe/permissible’ greater permissibility
WHY way
- more chocolate/less guilt
44

45. Fun Family Times
More for kids
less rich rich
Lunchbox
Special treat
After for kids
• relaxed family times – shared food/
school
shared treats
• blocks, choc biscuits, cakes, fun size/
Intentional Opportunity #4
snack size, other bakery items :
FUN
Casual sharingFAMI
LY TMindless (movie)
• after dinner, afternoon at home,
Substantial More for us I ME S Light eat
picnics, BBQs snacks
• The bonding is the fun
g
rnin Afternoon
Mo tea
Tea (me/us)
Gap fill/on My/our
• treats enhance the fun family
the run Entertaining/ evening
time
(for me) Serving to treat
• TV/movie nights with family
others
or friends
less rich • Bite Size: PODs, M&Ms, rich
More for adults
Maltesers, savoury snacks
• At home or at friends’
45

46. Fit to Strategic Platforms
More for kids
less rich rich
Lunchbox strong fit
(bite size/block) Special treat
After
school  for kids
Intentional Opportunity #4
Family Sharing FUN F
Casual sharingAMI
:
Mindless (movie)
Substantial More for us LY TIMES Light eat
snacks
g
rnin Family Sharing
Afternoon
Mo tea
Tea (me/us)
Gap fill/on My/our
There are too few opportunities to
the run Entertaining/
connect with the people weevening
care about.
Serving to treat
I feel happy when I’m hanging out with

(for me)
others
my family and friends. A delicious sweet
less rich treat that everyone loves can reallyrich
bring
More for adults us together and enhance those
moments.
46

47. Opportunity – Family Sharing platform
RESONANCE
OF True for all….whether a mindless snack occasion or a more intentional sharing occasion
INSIGHT
Family Sharing
IMPACT Already carries with it the essence of family
OF
sharing - trusted in this space
BRAND
Younger and older families, plus grown up families
WHO
getting together – also with their friends Growth in bite size portfolio – taking share
IMPACT from M&Ms, PODs, Maltesers and savoury
ON snacks growth in blocks through i) earlier in
PORTFOLIO day, and ii) greater permissibility for evening
Block occasion: to bring the special times we share blocks
of chocolate, to other times of the day consumption
WHY
Bite Size occasion: to enhance the fun without too much
guilt
47