Lindt & Sprungli was founded in 1845 and generated CHF 3.901 billion in sales in 2016, though it only possesses 5.1% of the global chocolate market. The document discusses Lindt & Sprungli's brand sales, main competitors, strengths as a high quality brand with variety, and weaknesses like high prices and limited availability. It also covers opportunities like market saturation and product extension, threats from health trends and competitors, and a PESTEL analysis. Recommendations include targeting consumers aged 20-30 and developing cereal bars to compete with Ferrero Rocher, the market leader. A marketing campaign for the cereal bars is proposed focusing on awareness, interest, evaluation, trial and adoption.

1. 1

2. 2

3. 3

4. About Lindt & Sprungli
• Founded by a small family business in 1845 by David
Sprüngli-Schwarz and his inventive son, Rudolf Sprüngli-
Ammann
• In 2016, the group generated a total of CHF 3.901
billion with markets sales mainly from the United States
and the Asian regions.
• Possesses only 5.1% of the global chocolate market
according to International Cocoa Organization
4

5. Lindt & Sprungli Group Brand Sales
Global Brands: 75% Sales
Regional Brands: 22% Sales
Local Brands: 3% Sales
Lindt & Sprungli only ranks 6th in International Cocoa
Organization
5

6. Lindt & Sprungli Main Competitors
6

7. 7

8. STRENGTH
• Lindt & Sprungli is a successful brand as its products are of
high quality.
• Lindt & Sprungli has a large variety of chocolate flavours.
There are smooth white, dark and milk chocolates, flavours
include; cookies & cream, strawberry, caramel, hazelnut and
cocoa.
8

9. WEAKNESSES
• Lindt & Sprungli chocolate is very expensive. It normally
target middle and high class people.
• Lindt & Sprungli products are not widely available
everywhere. It can be found only in hypermarket not small
shop and supermarket like ‘Dream Price’ as it is positioned
as a sophisticated lifestyle brand.
9

10. OPPORTUNITIES
• Market is becoming saturated- ‘innovation and
diversification will be key at this pivotal time’.
• Product Extension
10

11. THREATS
• There is a rising societal trend towards maintaining a
healthy lifestyle. There are assumption that excess of
chocolates are not healthy for children.
• The threat of competitors. With competitors such as
Ferrero Rocher, Kinder Bueno and KitKat
11

12. 12

13. POLITICAL ASPECTS
• Concerns about health of customers
• Labour Regulations
13

14. ECONOMIC ASPECTS
• Customers Income
• Increase in inflation rate
14

15. SOCIAL ASPECTS
• Health consciousness
• Premium quality products
15

16. TECHNOLOGICAL ASPECTS
• New innovation and technological advances
16

17. LEGAL ASPECTS
• Rules and Regulation of other countries
17

18. ENVIRONMENTAL ASPECTS
• Environmental friendly
• Ethically sourced products
18

19. 19

20. Average Age Group
• Consumer audience age group is 20 – 30
• Represents the working population
• 80 % agrees to be satisfied with Lindt & Sprungli’s
Products
20

21. Lindt & Sprungli’s Main Competitors
• Ferrero Rocher leads with 32.2%
• Main reasons are its
1. Provide high quality products at
low cost
2. Diversification of products
3. Outstanding packaging
4. Integrated marketing and
communication strategy
21

22. Cereal Bars Consumption in Mauritius
• 81% of Lindt & Sprungli’s consumers opt for cereal bars
frequently. 63% of these are Overly Satisfied with the product.
•This represents a huge potential for Lindt & Sprungli to target
this niche by creating an extension of its product to cereal
bars. Alpen represents the main competitor
22

23. Buying Process Influencers
• 57% of cereal consumers are influenced by taste.
• Ingredients and price are also immediate
influencers.
• Cereal bars being low involvement product,
customers are not easily influenced by advertising.
23

24. Recommendations from the survey
• A proper positioning as a premium cereal bar for a
wide audience.
• Identify the unique selling point of Lindt & Sprungli
cereal bar
• A proper creative strategy that reinforce the
positioning of the product and supported by a
message selling the extended product value, in our
case, Lindt & Sprungli’s Cereal Bars value proposition
•Using the creative strategy in the diffusion process.
24

25. 25

26. Selecting the Unique Selling Proposition
• According to the survey, cereal bars providing
higher nutrients intake allied to good taste were
highly motivating factors influencing the buying
decision.
• Soybeans selected as main differential ingredients.
• Main buying decision drivers
• Relative Advantage
• Compatibility
• Complexity
• Triability
• Obsevability
26

27. Relative Advantage of Lindt & Sprungli Cereal
Bar
•The relative advantage of the Lindt & Sprungli
cereal bars lies in its ingredients which provides
higher benefits compared to its competitors.
• It matches the needs in nutrients and energy of
a larger audience including, veg and non-veg as
well as gluten free customers.
27

28. Compatibility of Lindt & Sprungli Cereal Bar
• The product does not come as disruptive to the
targeted audience’s values, needs and daily routines.
• The promotional mix educates the customers on
the benefits of the product to their daily life focusing
on portraying it as an energy booster.
28

29. Complexity of Lindt & Sprungli Cereal Bar
• The level of complexity should be as low as
possible..
• There won’t be any secondary attached actions
during the consumption phase
29

30. Trialability of Lindt & Sprungli Cereal Bar
• Lindt & Sprungli’s cereal bars will be sold as one off
and boxes of 5 and 12. Hence, we allow the customers
to have a first-hand try with the product without binding
them to it.
• Packaging will provide all the required information to
address the customer's questions
30

31. Observability of Lindt & Sprungli Cereal Bar
•Customers are more prone to adopt Lindt & Sprungli’s
cereal bars if they can see the benefits of the product on
their immediate surroundings.
• Promotional mix will use influencers such as Roger
Federer as its brand ambassador.
31

32. 32

33. Knowledge Aspect
Give information about Lindt & Sprungli Cereal Bar,
billboards and TV adverts should be considered in order
to create awareness and give information about the
product to create that desire.
33

34. Persuasion Aspect
Salespeople will give full details of the product and the
potential customers will be able to make use of their
senses to test the product.
Make use of sensory marketing in order to develop the
desire and willingness to buy the product since it is a
food item
34

35. Decision Aspect
With an audience becoming more health conscious, it is
important to market products with an emphasis on their
health benefits in order to attract consumers.
Lindt & Sprungli will hence make use of the USP of the
cereal bar, which is its ingredient to demonstrate its
benefit across different channels.
35

36. Implementation Aspect
Proper marketing mix will determine the success of the
product usage.
A well-informed customer will eventually have better
probability of choosing the product.
36

37. Confirmation Aspects
Lindt & Sprungli will make use of its Roger Federer, who is
already their brand ambassador, to give an authenticity to the
product
Lindt & Sprungli will diversify its flavours to satisfy more
people’s tastes and therefore will not only work on the
retention of its consumers and create loyalty but also on the
attraction of new customers.
37

38. 38

39. Creative Strategy 3 Main Aim
•Create strong brand awareness of the extended Lindt &
Sprungli’s cereal bar.
•Drive sales and market penetration as well as consumer
adoption.
•Change the buyer perception and buying habits for a frequently
used product.
39

40. Our selected creative channels (1)
Social Media
Reinforce the online presence of the brand and drive
engagement from our targeted audience as well as inferred
endorsement from advocates.
40

41. Our selected creative channels (2)
Specialized locations
The targeted audience are frequent visitors of supermarkets and
sports centre. As such, we will target these areas to intensify the
trial phase and increase purchase.
41

42. Our selected creative channels (3)
Prints and Adverts
These channels will help in the awareness and evaluation phase
where they will play an important role in educating and creating
classical conditioning between the brand and the customers.
42

43. 43

44. Buyer Persona
To facilitate the understanding of how our target audience will
mostly react to our marketing triggers, we created our buyer
persona.
44
Background
Gender: Male/Female/Others
Age Group: 20 -30 years old
Education Level: All levels
Income: Rs 12 000+
Goals and Values
Professional Goals: Raise &
Promotion
Values: Job security, status,
professional success, health
assurance
Change Expectations and Purchase Criteria
Change Expectations: Higher health
benefits
Purchase Criteria: Price, taste, packaging
and health benefits.
Challenges and Objections
Daily Challenges: Time management,
proper eating habits
Common Objections: Lack of time

45. Adoption Process Funnel
Based on the above persona, we defined our marketing
strategies according to the 5 steps in the adoption process
which are
45
•Awareness
•Interest
•Evaluation
•Trial
•Adoption/Rejection

46. Awareness
Main aim: Creating awareness around the new
product
Marketing Efforts:
- Focus on providing information.
-Adverts launched with emotional connotation.
- Repetition to drive classical conditioning through
jingles.
46

47. Interest
Main aim: Provide subsequent information about
the product
Marketing Efforts:
- Provide information about the product
- Have call to actions to activate purchase decision
- Focus on showcasing the USP of our product
47

48. Evaluation
Main aim: Facilitate the choice of the consumer for
Lindt & Sprungli’s soybeans cereal bars.
Marketing Efforts:
- Use of testimonials from engaged customers.
- Use of the brand ambassador in adverts.
48

49. Trial
Main aim: Ensure the conversion from trial to
adoption
Marketing Efforts:
- Encourage tasting at different strategic places.
- Customer Feedback to improve engagement and
product quality.
49

50. 50

51. Expected Outcome of the Marketing Campaign
•Early trials with the product leading to adoption.
•Improve the long term revenue goals of Lindt &
•Sprungli through effective positioning.
•Improve the adoption process with proper
communication strategy.
51

52. 52