NEUGEBAUER PACKAGING BRIEFING

Neugebauer chocolate bars STRATEGY

Positioning

REASON WHY

DIAMOND

SUMMARIZING

Neugebauer is the first Brazilian chocolate factory. In 2013 it is opening one of the most modern factories of the world. In this context Neugebauer is closer to the costumer who enjoys chocolate providing an authentic, soft and unique chocolate flavor which melts in the mouth. Neugebauer, an authentic flavor for who knows, wants and enjoys the real chocolate flavor!

Neugebauer chocolate bars STRATEGY REASON WHY

Positioning

DIAMOND

SUMMARIZING

Knows the recipe of the real and authentic chocolate Soft, melting, an unique flavor!

Neugebauer brand diamond

PRODUCT
Chocolate bars for individual consumption or to share. Could be found in pure versions (eg. milk, dark, white) or with addittions (eg. peanuts, cookies, flakes). Stretching: this is the major brand also because the chocolate brand is the company brand.

Target: Women in the 38/42 years old.

COPY

Insight: Neugebauer, an authentic flavor for who knows, wants and enjoys the real chocolate flavor!

Claim: MELTS IN THE MOUTH

Key Visuals: Pleasure. Knows how to produce a real chocolate. For those who know chocolate, if you do not like it you do not understand anything about chocolate!

Benefit: An authentic and real experience.

PACK ICONES

We hope you could help us to build this theme

Reason Why: Knows the recipe of the real and authentic chocolate Soft, melting, an unique flavor!

PROMO Sampling:

Personalidade da marca: Authentic, confident

Sampling for trade and consumers. This is a strong way to conquer clients and to convert into sales.

PRICING
Reference: GAROTO chocolate Better price among brand leaders giving more chocolate quality to the consumer.

ADVERTISING SIGNATURE
Neugebauer, an authentic flavor for who knows, wants and enjoys the real chocolate flavor!

Summarizing

BARS MARKET
LACTA, NESTL/GAROTO = 80% of the market (leading players) HERSHEYS = growing competitor Commodities market: high volume, red ocean, constant offers (high/low price strategy) Strategic category: leads the consumer to try the chocolate and is the principal vehicle to introduce institutional brand and makes it visible Concentrated volume at supermarket channel: national and regional Key Account

CONSUMPTION DRIVERS
Combination of schedule and impulsive buying Packaging raises impulse/desire while offer raises decision (in the recognized marks) Consumed at home and in pieces. Family bar, gives more interaction with the packaging Generate longer contact/interaction with the packaging = GREAT OPPORTUNITY to communicate claims

LEADING PLAYERS ANALISYS

Brand territory
Current territory: Liberating experience, ecstasy, worthiness. The time when people need to take a break during the day for a chocolate tasting Previously approach: They used to focus at functional chocolate benefits like melt ing and creaminess. Celebrities endorsement: Brazilian celebrities (2012, centennial year)

Basic, traditional. Trying to contemporize and being pop.

Fonte: http://www.revistapronews.com.br/anteriores/detalhe/568/entreguese-as-emocoes-da-lacta.html

Creaminess and lightness of the product without losing modernity and appetite appeal. Dynamic (with movement) Appropriation of the blue color. Great brand exposure. Taste is a "surname". Visual Clean.

Brand territory
Engaging: World Cup. Celebrities endorsement: Brazilian celebrities

Popular, trying to reinvent the packaging

Try showing the creaminess of the chocolate. Look visually harder and popular than Lacta. Appropriation of the yellow color. Big logo exposure. Flavor is a detail. Less dynamic than Lacta.

Brand territory
Engaging: Chocolovers Celebrities endorsement: Do not apply.

Try showing the creaminess of the chocolate. Big logo exposure. Flavor is a detail. Red is the color code.

Confident attributes, tradition and quality.

Brand territory
Current territory Sophisticated, original and young. Celebrities endorsement: Do not apply.

It wants to be sophisticated, high quality and affordable, but it is not!

Modern packaging (authentic), tries to move but can not have. Little appetite appeal. Big brand exposure. Taste is "a detail".

Brand territory
Current territory: More for less Celebrities endorsement: Do not apply.

Creaminess of the product with enough move and appetite appeal: what counts is the chocolate. Without clear colour ownership. Big brand exposure. More evidenced flavor. The visual is too heavy.

CREATIVE WAYS

CREATIVE WAYS WE LIKE

The orange circles, please!

#2. #3. #1. MODERN

APETITE APPETITE
RETRO

#4.

#8.
AUTHENTIC ORIGIN

#5. #7. #6. CLASSIC A LOT OF CHOCOLATE

FUN FUN

CHALLENGE

CHALLENGE
GOT TO HAVE
Apetite appeal Unique major color code for Neugebauer brand with different colors to identify each flavors Size of the logo: at least 70% of the packaging

NICE TO HAVE
o Reserved area for written claims, such as Melts in your mouth o Graphic movement o Shelf impact: luminosity

DONT SHOW US, PLEASE

Classic design Fancy elements Cocoa images

Point of purchase

Point of purchase
LACTA

NESTL

GAROTO

ARCOR

NEUGEBAUER

HERSHEYS

Point of purchase