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
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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
seasonal and holiday packages
YouTube and Pinterest can
featuring various types of
increase customer engagement candies
and loyalty for the brand
Variety of flavors and healthy
choices
Targets women as opposed to
men
Current Facebook and Twitter
Health constrictions, teeth and
to be utilized properly in order to facial complexion can be ruined
increase traffic flow
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
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2.
3.
Create a strong social
media presence for Dove
Chocolate
Increase seasonal buying
from last year through the
targeting of males
Increase male customer
loyalty
• Attitudinal
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2.
Show customers the
health benefits of
chocolate
Change the male
perception toward the
purchasing of chocolate
items.
Strategies
• Create a social media event to attract NEW target market;
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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
The Go Route: Taste the
Victory, Literally..?
The Best: Chocolate Football
Madness, it’s a thing
“Play hard, enjoy the reward, that’s what
XXXX fans were cheering as they celebrated
the victory of XXXX”
HULK SMASH, WANT
DOVE CHOCOLATE
Tactics – Social Media/YouTube Contest
• Utilize Dove’s current YouTube channel,
DoveChocolateTV to attract consumer engagement.
• The contest:
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Record a video of yourself telling Dove your fondest holiday
memory
Upload the video to Dove ChocolateTV
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
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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
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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
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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 Announce the winner Announce the winner Announce the winner Announce January
for September
of October
of November
of December
winner
Facebook contest
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
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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.