MINUTES OF A MEETING OF THE SILVANA CHOCOLATES LTD AND THE GOGETEM ADVERTISING AGENCY HELD IN THE BOARDROOM AT SILVANA CHOCOLATES LTD ON THURSDAY 17TH AT 11:00
Mrs. Silvana ChocolateMr. Nevermind Tesco
Mr. Pierre ChocolateMr. Häagen Daasz
No apologies were received
It was agreed by both, the owners of the chocolate factory and the Gogetem Advertising Agency to establish Silvana Chocolates as a luxury brand on the English market mainly focused at a wealthy target group from the age of 40 to 70 positioned 20% above the market price. Moreover a perception of the product is to be created that depicts it as truffles for special occasions. Mr. Chocolate suggested promoting the brand’s Swiss origin in order to associate it with high quality manufacturing as the main element of the product image.
6)IDEAS FOR IMPROVED PACKAGING
It was discussed how the packaging could be improved to reflect the personality of Silvana Chocolates. The team agreed on Mr. Häagen Daasz’s proposal to use large wax seal as the products key symbol possibly with a reference to the products origin. A white, antiqued box is strengthening the exclusive image of the brand. The proposition of Mr. Tesco to list the ingredients as a claim for quality on the top of the box was dismissed after some discussion.
7) FUTURE MARKETING SUGGESTIONS
7.1) SALES CHANNELS
In order to distribute the product several sales channels had to be used which would underline the exclusivity of the brand among these high class hotels and awarded restaurants and cafés. Mrs. Chocolate recommended that for a higher market penetration also upmarket supermarket Waitrose might fall under consideration. Moreover Mr. Chocolate put forward that in the future Silvana Cafés and Restaurants could be erected if financial conditions allow.
In order to promote the product below the line advertising...