godiva chocolatier presented by victory advertising
TRANSCRIPT
![Page 1: Godiva Chocolatier Presented By Victory Advertising](https://reader035.vdocuments.site/reader035/viewer/2022062309/56649e715503460f94b6f039/html5/thumbnails/1.jpg)
GodivaChocolatier
Presented By Victory Advertising
![Page 2: Godiva Chocolatier Presented By Victory Advertising](https://reader035.vdocuments.site/reader035/viewer/2022062309/56649e715503460f94b6f039/html5/thumbnails/2.jpg)
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
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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
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Objectives
1.Strengthen the brand’s image of luxury
2.Make customers proud they buy Godiva
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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
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Bob & Loraine Bob Loraine
Loraine: refined woman about 40 years in age who enjoys the finer
things in life
Bob: hardworking executive 42
years of age who knows how to
play just as hard as he works
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Creative Plan• Creative Big Idea
– Put Godiva chocolate in the place of items of great luxury, value, and recognition.
• Creative Big Tagline– “Fantasy Materialized”
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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
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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
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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
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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
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Creative Executions
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Print Ad
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Print Ad
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Print Ad
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Print Ad
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Out-Of-Home Ad
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Elevator Ad
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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
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Thank You