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The

Yorkshire
Tiffin
Valentina Costa Madara Zvirgzdina Eddie Harris
Premium chocolate - 377m
G&B - 42%
Lindt - 12%
Own-label brands
Snacking habits
8% of adults never eat snacks
47% snack on daily basis
29% indulge treat
Choice factor when buying chocolate confectionery, january 2012
Competition
None of these brands and companies link to this cake
connotations; such as home made, cultural, provenance,
ritual and emotion blend.
A quarter of those who buy hot drinks and
lunch out of home have cut back on the
frequency of visits. (Mintel report 2012)
Coffee is the worlds second most valuable
trade commodity after oil.
(Global exchange 2012)
Growth in in-home coffee market
There is an opportunity in the market:
new trend shaping around coffee shops
same table, drink and cake

The Ritual
Our target audience: 35+ professionals A B C1 C2
Take a break from daily routine
This class value quality, heritage
and high standards
The ritual: escape through altering
consciousness substances
Fundamental meaning of the coffee break
and after dinner treat
Tiffn is a fridge cake well known in Britain
Simple recipe
The name comes from an Indian British term:
light meal to sip
The big idea
Tiffn is a well known recipe. This product
has obtained popularity in coffee shops as
consumers enjoy this sweet treat together
with a nice and warm tea or coffee cup.
Our aim is to bring this product
in a different market place and
sell it in shops and supermarkets.
Progressive launch:
Tiffn an opportunity to enjoy the cultural tradition and
ritual of tea/coffee break not only in cafeterias,
but also in the offce, at home and on the go.
STRATEGY
Each stage of the strategy will follow
the brand values of Yorkshire Tiffn
TRADITION
PROVENANCE
COMMUNITY
A LOVE FOR HOMEMADE GOODS
Cathedral Towns of the North
Demographics of Harrogate
Population of 160,000
16-19 4.9%
20-24 5.2%
35-54 28.9%
Almost half aged over 45
People aged over 65 is expected to increase by 22% between now and 2016
Whilst people aged between 16-19 is expected to fall by 7%
Judged by Mary Berry
Tradition
Provenance
Community
Tiffn Bake-off
Bettys
Tradition, Provenance, Community, Homemade
Open since 1919 & extremely popular
York
Harrogate
Harlow Carr
Ilkley
Northallerton
Trial Period in Northern Supermarkets
Domino effect throughout the country
WI Groups
A national institution that embodies Yorkshire Tiffns Brand values
PROVENANCE
COMMUNITY
TRADITION
HOMEMADE GOODS
Packaging
Home made,Quality, Heritahe and Provenance
Originality and a true
embodiment - crucial
role in the decision
making process.
The traits of the brand
values will be
encapsulated in the packaging
Pricing
One of the key roles in decision making
The embodiment of the brand values,
Yorkshire Tiffn - product that everyone can enjoy.
The market gap for
Yorkshire Tiffn
Tiffn re-brnded for
shops and supermarkets
Conquering the competitive premium chocolate brand mar-
ket
Tea and coffee drinking ritual to recharge and treat
yourself
Yorkshire towns as a take-off
Conclusions
Brand values
Home made
Cultural
Provenance
Ritual
Tradition
Thank you!
Any Questions?

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