Khalil GrantAnthony JonesHannah LevyErin Wallace

Current Situation● Pricier than other baking chocolates

● Better quality than competitors○ Uses Premium ingredients

● Blends in with other products on shelves● 72% of consumers will pay more for

“Made with” Ghirardelli items● In-House Manufacturing

● White collar women and men● Ages 29-45● Upper middle class● Disposable income● Social/family oriented● Seek new experiences/travelers ● People who “care” ● High standards

Target Audience

● Lives in Fairfield, Connecticut with her family (2 young kids, husband of 8 yrs.)

● Works in HR at local hospital● YouTube stage mom generation

○ Aspires to have at least one video of her kids go viral

● Always skimming blogs and pinterest for the next greatest food/parenthood/life hack

● Forever trying to win over her mother-in-law● Squeezes in date nights with her husband

whenever possible

Meet Emily

Strengths:● Unique Manufacturing Process● Quality Taste and Packaging

○ Higher percentage Cacao● High brand loyalty

Weakness:● Pricier than competitors● Not as strong of a presence● Doesn’t stand out on shelves● Less accessible than some

competitors

Opportunities:● Increase awareness

○ Visually in stores● Inspire consumers to want better quality

chocolate every time● Expand out of grocery stores

Threats:● Prices may rise with quality ingredients● Competitors

○ Hersheys○ Nestle○ Godiva

● Calorie conscious consumers

S.W.O.T. Analysis

New Strategy

Increase awareness by expanding out of grocery stores, partnering up with other retailers and utilize the “Sell, Dwell, Yell” tactics to prove

that Ghirardelli makes the moment special.

Gain Awareness○ Advertise more creatively○ Separate them from the other

brands○ Partner with retailers

■ Making them more accessible

Inspire Customers to choose Ghirardelli○ Educate them with marketing

displays

New StrategyCreate New Partnerships ● (ex: Melting Pot)

○ Making those special evenings more special

Expand Outside the Grocery Store○ Floral Shops○ Wine Stores

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Manifesto

At Ghirardelli, special has always been our standard.That’s why our premium chocolate is unique, from bean to bar.

Because we believe that every moment is special.From the everyday moments, to the most luxurious occasions,

our promise to you is that Ghiradelli makes the moment special.

CreativeTest Drive Area

● Front of Bakery aisle● Sample Hot Chocolate● Video display showing

how the chocolate is made

● Customers can Sample and then Buy

Creative

Interactive Recipe Cookbook

Sto

ryb

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New Product● Ghirardelli Special Occasion Kits

● For holidays, celebrations, or simply just because

● Kits include a recipe and supplies to make different treats with Ghirardelli chocolate○ Date Night Kit: Chocolate truffles○ Winter Holiday Kit: Peppermint bark○ Girl’s Night: Fudge○ Valentine’s Day: Chocolate covered

strawberries○ Rainy Day: Chocolate lollipops

● Kit would have a see-through lid and tied off with a bow