Cocoabutter Business Essays

Cocoabutter Business Essays Cocoabutter Business Essay Cocoabutter Business Essay Lindtamp;Sprungli started in 1845 as a Swiss chocolate and confectionery company. It focuses on making high quality and luxury chocolates. Lindt is the first truly melting chocolate in the world. They choose the cocoa beans that they use to make chocolates very strictly. There are numerous categories of their chocolate products in the market and they also have their own chocolate stores all over the world. Contents 1. Executive Summary2 2. Table of Contents3 3. Introduction 4 3. 1. Purpose4 . 2. Background4 3. 3. Scope4 3. 4. Limitations4 3. 5. Plan4 4. Body of the Report5 4. 1. Industry Background5 4. 2. Product Categories5 4. 3. Environment5 4. 4. Segmentation,Targeting and Positioning6 4. 5. Buyer Behaviour6 4. 6. Evaluations of Needs and Wants7 5. Conclusion7 6. References8 3. Introduction 3. 1 Purpose Lindt Lindor gift box is a high-end product, which stands for a luxurious and classical confectionery. The purpose of this report is to analyze the market of Lindt Lindor gift box chocolate by looking at several marketing elements. 3. 2 BackgroundLindtamp;Sprungli started in a small pastry shop in Switzerland in 1845. At that time people knew chocolate as a drink but David Sprungli-Schward and his son dared to do the new form of chocolate- solid bars. 3. 3 Scope The scope of this report is to give an introduction of Lindtamp;Sprungli and analyze the market such as the environment, segmentation, targeting and positioning and buyer behavior. 3. 4 Limitations The limitation of this report is that the accurate figure of market size and share cannot be found. Lindtamp;Sprungli Pty Ltd in Australia does not have much information on the Internet. . 5 Plan This report is mainly going to state the environment and segmentation, targeting, positioning and buyer behavior regarding to Lindt Lindor gift box chocolate. 4. Body of the report 4. 1 Industry Background Lindt’s revenue in 2012 is $2. 67 billion and their market trend in 2012 is 7. 3% of growth. The market share in 2012 is 4. 2% (Nieburg, 2013). The competitors of Lindt chocolate are Cadbury, Ferrero and Guylian. 4. 2 Product categories Lindt offers Excellence, Lindt Blocks, Lindor and Pralines chocolates. Excellence is the finest quality block chocolate and Lindt Blocks are the ormal block chocolate. Lindor are the round ball chocolates and they are usually wrapped as gifts. Pralines are the finest chocolate and have been lovingly decorated. In addition, all these chocolates have many flavors that can be chose. 5. 3 Environment Lindor gift box’s competitors are Ferrero and Guylian due to they all have their box product. In addition, their market positioning is all high quality royal chocolates. Ferrero is a big company whose market share is much bigger than Lindt. Guylian is not as famous as Lindt.However, Ferrero’s package categories are not as much as Lindt’s. Guylian’s market share is less than Lindt and it is lack of new idea of the products. Lindt has its own suppliers, which are the cocoa beans farmers. They mainly import the cocoa beans from South America, Caribbean and Ghana. Ghana is especially famous of the high quality standards cocoa beans (Heffes, 2003). The cocoa beans suppliers cannot always supply the quantity that they required so Lindt makes a fair trade with the farmers, which means the farmers can provide the raw materials constantly (Lindt, 2013).The main intermediaries of Lindt gift box in Australia are Woolworths, Coles and Costco. They are the resellers of Lindt. In the macroenvironment, demographic include the consumer’s age, sex, location and occupation etc. Generally speaking, women are more interested in gift box chocolate than men and especially the young ladies. They cannot resist the exquisite packages of Lindor gift box (Fitzgerald, 2005). Students and white collars are more likely to buy the gift box as a gift for their girlfriends. The people in big cities buy the high quality gift box chocolate more often than the people in small towns.Cultural factor is very important because of the western cultural and beliefs. Every year during Easter, Valentine’s Day and Christmas, Lindt will launch new gift boxes for the festivals. For instance, western people believe giving chocolate to their lovers is a kind of showing love to them so they all buy chocolate for their lovers in Valentine’s Day. Consumers will actively to buy the chocolate gift boxes as gifts during the festivals. 4. 4 Segmentation, targeting and positioning + Target Segmentation characteristics Lindt gift box segments its market by considering the age, ender, occupation and lifestyle. The customers are usually the young, women, high-quality standards lifestyle people and the people’s occupation are basically students and white collars. White collars do not mind of paying more extra money on high-quality standard chocolate due to their medium to high level of wages. Women have the strongest purchasing power of chocolate also the strongest desire of chocolate. Lindor gift box selects the market, which exists many strong competitors and they use the differentiated marketing strategy. The industry profitability is approximately 6. % of revenue in 2012-2013 (Sivasailam, 2013). Lindor gift box is a gift in the consumer’s mind and they buy it as a gift. However, Lindt provide large packages gift chocolate in Costco, which are cheaper than Coles and Woolworths. Many families buy them as a family share package. Lindor gift box has the competitive advantages because there are many flavors and the varicolored packages look more joyful than other products. 4. 5 Buyer Behavior The consumers will first consider whom will they buy the Lindt gift box for and why they need it.They might search the product on the Internet and see its feedbacks and compare it with other brands. The package of the Lindor gift box will give them a sense of happiness and a festivals feeling. 4. 6 Evaluations of needs and wants People need the chocolate as a gift to feel that they are loved and regarded by others. The one who give the chocolate to others need to express himself. Lindt gift box can become a want when the festivals come. For example, when the Valentine’s Day comes, ladies will expect their boyfriend or husband to buy them chocolates.Besides, most of the customers have very high satisfaction as shown in Figure 1. 5. Conclusion In conclusion, Lindor gift box chocolate has its own advantages in the market. They well-packaged chocolate is more popular among the women. Especially during the festivals so the company should produce more chocolate products that fit for the festivals’ theme