FINAL PROJECT
Jean Wojciechowski & Pedro Veneziano
Advanced Brand StrategiesProfessor Erin Cho
COMPANY
Cacau Show is a brazilian company and the biggest fine chocolate chain in the world. It provides quality chocolate at accessible prices.
It was created in 1988, a time where the brazilian chocolate market had only cheap, mass produced chocolate and expensive, imported ones. Cacau Show positioned itself in the middle.
COMPANY
Alexandre da Costa, the owner, realized that there was a gap in Brazilian chocolate market. High-class consumers were able to buy from several artisanal/imported chocolate brands, while, on the other end, industrialized/mass-produced chocolates were sold to all social classes through supermarket chains and food sections at department stores. So Cacau Show entered in the middle lane, providing high-quality chocolate at accessible prices.
quality/reasonable price artisanal/expensivemass produced/cheap
Chocolate market
�e company, since its inception, have a very lean operation model, with low costs, aggressive pricing, high-quality products and creative marketing. Characteristics that made Cacau Show able to reach this new brazilian economic force - driven by Brazil’s economic growth, 20 million people have joined Class C between 2006 and 2008, making a total of more than 90 million consumers in this segment.
Economy
COMPANY
Rising middle-class
$
$$
Instead of only launching new collections in holidays, Cacau Show makes changes in their shelves throughout the whole year - changes that goes from small new packages to launches of new flavors. By doing that, Alexandre da Costa believes that customers will keep coming back to the stores and the brand will be more engaging.
Products
COMPANY
It operates in a franchise model, with more than a thousand stores open throughout Brazil.
�e company sells all sort of chocolates (bonbons, tablets...) with different shapes and flavors. It also sells cookies, alfajor and, more recently, coffee and desserts.
However, the main star, that boosted the company is the 1 real (0.45 dollar) truffle.
COMPANY
Franchises
COMPANY
�e brand’s image is constructed around its own history and tradition.
From its very start, the brand successfully managed to create this image in consumer’s mind and in the heart of brazilian people.
Brand creation is, for me, coherence. Year a�er year, we show our consumers what we are and what we want to be: a company that sells products with handmade soul produced in large scale, and with the proposal of being a happy and democratic brand.
Alexandre Tadeu da CostaCacau Show Owner
COMPANY
�e brand’s magic happens at a more unconscious level, where consumers who buy their products gain a certain satisfaction and status by avoiding regular chocolate bars and pieces that you can find at any supermarket. �e brand is also highly attractive when it comes to presents, since it is an inexpensive option that works for almost anyone.
Branding
COMPANY
Cacau Show’s marketing strategies and communication are always focused on their target public: easy understanding campaigns, always straight-forward and focusing on the product itself, where most of the time there aren’t many concepts or contextualization involved.
Marketing
COMPANY
For the future of the brand, Antonio da Costa is planning to buy a chocolate factory in Belgium (the land of artisanal chocolate, according to him). By doing that, da Costa would be able to sell chocolate in Europe, “ �ere are a lot of opportunities to be explored there. ” Also, with this option of having a belgian factory, Cacau Show would be able to sell belgian chocolate in Brazil for alower price.
In terms of the future of the chocolate industry, the next step may rely on cocoa fermentation. A new trend in cocoa farms technology, which is basically adding flavor to the seed of cocoa itself through the action of certain bacteria, similar to what happens with wine or coffee production. �e future of chocolate may follow the steps of wine and coffee markets, creating a culture of degustation and professional chocolate-tasters.
Future
Our idea is to create a new brand that would step into the luxury chocolate market and would push this vision of the future of chocolate that the owner has.
FUTURE
�e company is planning on buying a factory in Belgium - tradtion in artisanal chocolate
Cacau Show doesn’t have a great share of the brazilian luxury chocolate market
�e owner believes that the future of chocolate may follow the footsteps ofwine and coffee.
I’m �nding cocoa �avors (...).These aromas result from cocoa fermentation, which is a brand new thing
PROPOSAL
�e main idea of the logo and its visual identity is to add luxury to the brand. �e single line around the name adds involvement and creates a notion of exclusivity around the brand. �e star on the bottom creates a connection with Cacau Show and tells the consumer that this brand has kept the best star exclusively for him. �e association between these two brands is intentionally subtle so that consumers don’t create undesired connections between them.
PROPOSAL
A show is good, but a spectacle is far beyond that.
PROPOSAL
�is new brand would be a luxury one, but we wanted to seek the new meaning of luxury nowadays, instead of repeating what others companies have done.
Luxury nowadays
Rank related to what you know, not what you have Brand as way for the customer to learn
Knowledge
Where the chocolate comes from, how cocoa is grown
Customers are more informed and want brands to inform even more
Awereness
PROPOSAL
Luxury nowadays
Show the effort, the craft involved in the process
Human, artisanal aspect. Move away the idea of mass produced product
Care
Ritual Do something at the store that you can’t do somewhere else
Experience
PROPOSAL
AwarenessBesides the tradional packaged chocolates, our customer would also be able to purchase in bulk. �is would bring an ecofriendly, human touch characteristic to the brand.
Bulk purchasing
PROPOSAL
Knowledge/ Experience/ Care During the bulk purchasing, the clients would receive samples and a specialist would help them choose chocolates, suggest flavors, explain the process of how different subtleties in texture and flavor are obtained, health implications
discuss about the product. In the end, the customer would receive cards explaining the details of the chocolate/product he bought.
Educating customer
PROPOSAL
Craft/ EffortGreeting cards would establish a more direct, personal dialog with the customer.Labels would come with hand-written information about the products to give a unique and human feel.
Greeting cards & Hand-written label
Maestro Dobel tequila’s small batch production is noted byhandwritten date and bottle numbers, as well as distiller name.
Mast Brothers greeting cards
PROPOSAL
Knowledge/ CareA biannual event that would bring chocolate specialist around the world to teach and would invite customers to
Event & report