In general, the paper "Lindt Excellence Chocolate Australian Target Market" is a good example of a marketing case study. Lindt is one of the most prominent chocolate brands in Australia. Its Excellence brand which was initiated in 1989 is among the major players in the premium chocolate segment of the market. In order to deal with the market challenges, the brand has always emphasized quality, a variety of promotional activities and promotional activities through online, print and electronic media. As a mature brand, its competitive strategy is mostly based on the idea of taste variety, quality, tradition and a Swiss heritage which is generally appealing to the Australian market.
This report offers a marketing insight into Lindt Excellence as a brand in Australia. Background Chocoladefabriken Lindt & Sprü ngli AG is among the top manufacturers of chocolate products and premium chocolate in the world. Its products are found in over 100 countries, bringing in an annual turnover of almost 1 billion dollars. It is majorly Swiss-owned and has manufacturing plants in the United States, Germany, France, Austria, Switzerland and Italy. It also has sales offices in Hong Kong, Argentina and Dubai, and distribution subsidiaries in Canada, Spain, England, Poland and Australia (Lindt & Sprü ngli, 2011). Lindt has always sought new flavours that bring their gourmet chocolate imaginations to life through an innovative refinement process for chocolates known as conching.
This involves continuous stirring for long durations so as to refine the texture and flavor of the product. The company has maintained the tradition of quality and in 1989 its experts identified more flavours which dark chocolate could be presented so as to ensure a new taste variety for every buyer.
This marked the beginning of the 'Excellence' range. Lindt Excellence’ s Australian Target Market Lindt Excellence has the advantage of a thorough understanding of its marketing audience. Its marketing activities mainly promote its Swiss heritage, tradition, and quality aimed at creating a predominant awareness among the core target which is female buyers of age range between 25 and 45 years old who have fairly high incomes (Lindt Chocolate, 2011). All age groups are however easily incorporated into it due to the broad nature of advertising themes associated with the company.
The main characteristics of the core market are: They tend to have adequate finances, are health conscious and seek ideas that promote the image of a social rise They tend to read printed texts relating to health, fashion, cookery and home-keeping Many consider chocolates a treat that they would like to indulge in, and the indulgence is closely associated with wanting to reward themselves with an occasional treat This is because it is one of the main culprits when it comes to the lipstick effect. According to Allen (2010), this refers to the fact that chocolate tends to be resistant to recession, as whenever there is an economic downturn, consumers tend to be willing to purchase cheaper luxury goods, for instance, chocolate and cosmetics even though they may be cutting down on other luxury commodities. According to Roy Morgan (2011), past research showed that more Australian women as compared to men love chocolate, with 72% of females aged 14 and above being regular consumers.
The most popular type is chocolate bars, eaten by 54% of the age group in contrast to 48% of the men in the same group.
Chocolate blocks come in second, with 45% of women and 40% of men consuming them regularly.
Allen, L. (2010). Chocolate Fortunes: the Battle for the Hearts, Minds, and Wallets of Consumers. New York: American Management Association
Earle, M and Earle, R. (2008).Case Studies in Food Product Development. Cambridge: Woodhead Publishers
KPMG. (2012). The Chocolate of Tomorrow. HaymarketNetwork Ltd
Lindt Chocolate. (2010). Print Ads- Online Portfolios on Behance.
Retrieved on 02 May 2014 from Ad/1200955> Lindt & Sprüngli. (2011). Australian Packaging Covenant 2011-2015 Action Plan. Sydney: Lindt & Sprüngli Australia Pty Ltd Masterson, R & Pickton, D. (2010). Marketing: An Introduction. London: SAGE Roy Morgan. (2011). Women More Likely to Have a Sweet Tooth for Chocolate. Retrieved on 02 May 2014 from Sivasailam, Naren. (2010). Chocolate and Confectionery Manufacturing in Australia. Sydney: IBISWorld Pty Ltd
Lindt & Sprüngli. (2011). Australian Packaging Covenant 2011-2015 Action Plan. Sydney: Lindt & Sprüngli Australia Pty Ltd
Masterson, R & Pickton, D. (2010). Marketing: An Introduction. London: SAGE
Roy Morgan. (2011). Women More Likely to Have a Sweet Tooth for Chocolate. Retrieved on 02 May 2014 from Sivasailam, Naren. (2010). Chocolate and Confectionery Manufacturing in Australia. Sydney: IBISWorld Pty Ltd
Sivasailam, Naren. (2010). Chocolate and Confectionery Manufacturing in Australia. Sydney: IBISWorld Pty Ltd