DOVE CHOCOLATE By: Bat-el Miller

What is Dove?

• Created in 1939 by Leo Stefanos

• DoveBar was the first creation made

• In 1986 M&M/Mars Inc. acquired Dove

• Mars Inc. has a net sale of $16,200 million

• Rainforest alliance

• Cocoa sustainability

• Peanut-free chocolate

• Biggest competitor is Godiva

Industry Analysis

• Higher end chocolate is easily attainable; premium

chocolate

• From luxury item to necessity

• 91% of females; 87% of males

• Kfraft is #1 manufacturer of chocolate

• Mars Inc. is second

• Industry is continuing to grow

Trends

• In 2010 the industry experienced 16% increase in new

release products

• Seasonal purchasing, fastest growth, is set to increase by

13% from 2010-2015

• Health consciousness from consumers

• Fair Trade

SWOT Analysis STRENGTHS

WEAKNESSES OPPORTUNITIES THREATS

Availability of Dove A lot of competition in the

premium chocolate section

Increase in seasonal spending

can leave room for holiday gift

giving expansion and ideas

Allergies to certain ingredients

Chocolate industry is rapidly

growing

Chocolate is considered a

luxury versus necessity item

Dove Dark chocolate is rich in

anti-oxidants can be beneficial

for women and men’s

complexion and health

Lindt, Godiva, and other

premium chocolates

Seasonal shopping is set to

increase by 16% in 2010-2015

Social media is not used

effectively, Facebook, Twitter,

YouTube or Pinterest, is not

linked to website

The revamping and creating

YouTube and Pinterest can

increase customer engagement

and loyalty for the brand

seasonal and holiday packages

featuring various types of

candies

Variety of flavors and healthy

choices

Targets women as opposed to

men

Current Facebook and Twitter

to be utilized properly in order to

increase traffic flow

Health constrictions, teeth and

facial complexion can be ruined

by the sugar and oils in

chocolate

Inexpensive premium

chocolate

No celebrity endorsement Children protection of

advertisement can be used to

show company empathy and

understanding toward childhood

obesity/health issues

Objectives

• Motivational

Informational

1. Create a strong social

media presence for Dove

Chocolate

2. Increase seasonal buying

from last year through the

targeting of males

3. Increase male customer

loyalty

• Attitudinal

1. Show customers the

health benefits of

chocolate

2. Change the male

perception toward the

purchasing of chocolate

items.

Strategies

• Create a social media event to attract NEW target market;

MALES

• Create an event to show the point of differentiation

between Dove and its competitors

• Increase Dove’s target market showing Dove in a different

environment

• Create a social media contest to attract consumer

engagement on company’s social media venues

• Incorporate # to all of Dove’s events and creations in

order to reach Trending topics of the week

• Increase overall sales by 20% for the overall year

Strategies Continued

• Release a new limited edition product line in order to

create exclusivity and buyer urgency

• Link Twitter, Facebook, YouTube to

www.dovechocolate.com

• Create Pinterest and Instagram and then proceed to link it

to www.dovechocolate.com

Media Targets

Eat More Chocolate

Have More Sex

Eat Chocolate, Live Longer

Media Target continued

“Play hard, enjoy the reward, that’s what

XXXX fans were cheering as they celebrated

the victory of XXXX”

The Go Route: Taste the

Victory, Literally..?

The Best: Chocolate Football

Madness, it’s a thing

HULK SMASH, WANT

DOVE CHOCOLATE

Tactics – Social Media/YouTube Contest

• Utilize Dove’s current YouTube channel,

DoveChocolateTV to attract consumer engagement.

• The contest:

1. Record a video of yourself telling Dove your fondest holiday

memory

2. Upload the video to Dove ChocolateTV

3. Get your friends and family to like it on Dove’s channel

• Dove will record a video with Mr. and Mrs. Clause to

explain the rules of the contest

• Dove chocolate will be implemented in the video, similar

to product placement techniques

Tactics – Football Chocolate Madness

• A Facebook event will be created off of the current Dove

Chocolate page

• Every Sunday, Monday, and Thursday fans will be asked,

who will win this today?

• Cheerleaders from each team will be displayed in their

uniforms, consumers will comment with their response on

the post

• Monthly contest winner

• Alongside the virtual social media event, Dove will

produce an exclusive Football Chocolate Line

Tactics – Get The Hike Outta Here

• Dove is a fair-trade company dedicated to the ethical

treatment of its workers, environment, and communities in

which it operates

• This is one of Dove’s point of differentiation

• Get The Hike Outta Here will be a 5 month long campaign

• Each month a hike on a different trail, from a different

state, will be sponsored by Dove and featured on all its

social media venues

• Each of the 5 National Parks were picked from different

parts of the US, to expand brand awareness nationwide

• Pinterest and Instagram will play a vital role in promoting

the event due to the benefits of visuals over written word

Get The Hike Outta Here, Continued

• The National Parks are:

1. The Hugh S. Branyon – Alabama

2. Red Mountain Trail – Arizona

3. Lassen Volcanic National Park – California

4. Maroon Lake Trail – Connecticut

5. Shawnee National Forest – Illinois

• All wheelchair accessible, short, family friendly trails

• Twitter: #GetTheHikeOuttaHere will be utilized to promote

the event and reach Trending topics

• Facebook: Will feature information about the parks,

pictures, and Dove’s involvement in Fair Trade and the

environment

Free Comic Book Day

• FCBD happens the first Saturday in May; this year it is

May 4, 2013

• Dove will team up with Diamond Comic Distributors Inc.

• Inside each free comic book package being passed out

during the day, Dove will include a piece of chocolate and

a coupon.

• This will increase Dove’s target market to reach the male

demographic

• Increase sales by means of coupon and returning

costumers

• Bridge a new relationship with a potentially viable

commercial idea; Hulk an Dove chocolate

September October November December January February

Begin football

cheerleader

posting

Announce the winner

for September

Facebook contest

Announce the winner

of October

Announce the winner

of November

Announce the winner

of December

Announce January

winner

plan to release the

limited edition of

Chocolate Football

Candies

Promote new limited

edition Football

Chocolate through

social media venues,

Twitter, Facebook,

Instagram, Pinterest,

and YouTube

Instagram photos of

Football Chocolate

teams that have won

games during the

week.

Re-pin and

Instagram photos of

people enjoying the

Football Chocolates

Photograph new

year winter with his

favorite piece of

chocolate and signed

poster

Pin, blog, Facebook,

Instagram, and

Tweet different

chocolate Super

Bowl recipes to be

used for the big day

Pitch a variety of

stories to sports

bloggers; limited

candy edition, who

will win the super

bowl, a change to

get NFL signed

posters

Secure media

coverage with ESPN

sports center, get

anchors to sample

chocolates

Pitch stories to

various men’s health

magazines such as

Men’s Health or

Fitness magazine

Pitch Football

chocolates as a gift

giving idea for

stocking and

Hanukkah presents

to sports bloggers

Pitch new year

winner with his most

memorable Football

moment for ESPN

sports center

Announce the last

winner of February,

get a double gift, a

poster and a year

supply of Dove

Chocolate Candy

Evaluation

• Media Coverage: The overall media coverage of Chocolate

Football Madness should be large

• blogs and other online sites were be where the most ‘buzz’ was

attributed.

• The event should prove successful since football was utilized

by Dove Chocolate in order to attain the male demographic.

• The limited edition candy should provide a sense of exclusivity

urgency. Social media of Dove Chocolate sites should increase

due to the use of Cheerleaders to promote football teams.

• By the end of this campaign we should reach a sales increase

of 10%, half of what is expected for the fiscal year.