Presented By Victory Advertising

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Presentation transcript:

Presented By Victory Advertising Godiva Chocolatier Presented By Victory Advertising

Godiva Top tier brand of chocolate At top of chocolate pyramid (above Nestlé's, Hershey's etc.) Sees and Ghirardelli are market competitors High quality chocolates that have gourmet taste and appearance

Current Situation Analysis Old advertising campaign doesn’t position the brand effectively It doesn’t portray the “luxury” that needs to be associated with Godiva Godiva’s profits are increasing [2006 Annual Report] Godiva has good market share, Time to focus on Godiva’s brand position

Objectives Strengthen the brand’s image of luxury Make customers proud they buy Godiva

Primary Target Market Women and men aged between 30 and 62 Larger discretionary income ( > $75k a year) This includes: Wedding planners, party planners, special event caterers, and people who use these services

Bob & Loraine Loraine Bob Bob: hardworking executive 42 years of age who knows how to play just as hard as he works Loraine: refined woman about 40 years in age who enjoys the finer things in life

Creative Plan Creative Big Idea Put Godiva chocolate in the place of items of great luxury, value, and recognition. Creative Big Tagline “Fantasy Materialized”

Mood, Tone, Style, and Message Image of luxury, excellence, and value Graceful as well as tasteful Combine Godiva with products of luxury Few words, slightly ambiguous Create direct analogy between Godiva and luxury

Mood, Tone, Style, and Message (continued) Deep saturated colors such as: Indigo, Red Satin, Blue Velvet, Mocha, Burgundy, Gold, etc. Diffuse filter on all photographs to add soft texture All print ads will be glossy, not matte Fonts will be cursives, scripts, and calligraphy Very little action or motion Godiva trademark and Lady Godiva logo on all ads Mention a way to purchase the chocolate

Media Vehicles Outdoor advertisements in high-end areas of leisure and shopping -Examples: Valley Faire, Santana Row, Fifth Avenue Point of Purchase Ads in high-end clothing stores, shoe stores, and gift stores - Examples: Nordstrom’s, Macy’s, Bloomingdales

Media Vehicles Banner advertisements on magazine websites -Examples: Economist.com, Vogue.com, Fortune.com Full page ads in A-List magazines - Examples: More, New York, Vogue, Gourmet, DuPont Registry, The Economist, Fortune

Creative Executions

Print Ad

Print Ad

Print Ad

Print Ad

Out-Of-Home Ad

Elevator Ad

Our Promise We will position Godiva as the top chocolate brand Our ads will congratulate customers for buying Godiva Our ads will retain current customers

Thank You