Brands and Christmas Battle

Christmas represent a market of 552 millions euros or 20% of total sales of the year. The chocolate is the first product during celebration and have strongly increased its price during the last 3 years (+12%) and each brand is fighting to impose its product over the market.

This is mainly the case for Kraft, even if it is second in the market in France thanks to its leadership in bars market, Kraft represent only 5% of the segment chocolate during Christmas. Leaders are Ferrero and Lindt. Indeed, their products “Champs Elysées” “Pyrénéens” (Lindt), Escargots de Lanvin (Nestlé) and Ferrero Rocher have a strong christmas personality .

To achieve its objectives (become the 3th brand for Christmas chocolate segment) Kraft is betting on Suchard and Milka. To face Kraft and its new ambitions, Nestlé rely on the diversity if its portfolio: news flavors ( After Eight Cassis) and new packaging .

Those seosonal strategy are valorising brands in order to dynamise the market mainly against small size chocolate makers.

Source: http://www.lefigaro.fr/conjoncture/2011/12/16/04016-20111216ARTFIG00495-roi-des-tablettes-kraft-veut-imposer-ses-chocolats-de-noel.php

Chocolate & Christmas

Chocolate & Christmas

What about Chocolate consumption during Christmas in France?

Well, 40 000 tons ! Which means that chocolate is one of the most popular products for celebrations.

Below the segmentation by types of products:

Source: linternaute.com

Cool Chocolate Designs

Nice car !

Chocolate for women... Love it !

We will like playing Scrabble!

Shot Shot Shot Shot Shot Shot !!!

Don Quichotte de la Mancha !

Chocolate is an addiction...

Sources: http://www.crookedbrains.net/2009/10/interesting_26.html

Emotional branding of chocolate

"In this 4 minutes video the Mast brothers capture the essence of what emotional branding is all about. The two brothers live and breathe provenance, artisan and personality, through their love of chocolate making."

 Source: http://www.studiowide.co.uk/blog/emotional-branding

French are definitely chocolaholics!!

Once again, french are declaring their love for chocolate. Indeed, Chocolate is the first gift idea for Christmas 2011! A good news for brands and marketers.

Is it a gift idea for you ?

Survey

What kind of chocolate slabs do people prefer?

To find out, answer the quick survey to the right of the page !

Chocolate Cheesecake Recipe

Chocolate Cheesecake on the Food Network

Total Time:

13 hr 25 min

Prep

25 min

Inactive

12 hr 0 min

Cook

1 hr 0 min

Yield:

10 to 12 servings

Level:

Intermediate

Ingredients

Cheesecake base:

• 1 1/3 cups graham cracker crumbs
• 1/2 stick butter
• 1 tablespoon cocoa

Cheesecake filling:

• 6 ounces bittersweet or semisweet chocolate, chopped small
• 2 1/2 cups cream cheese
• 3/4 cup superfine sugar
• 1 tablespoon custard powder
• 3 large eggs
• 3 large egg yolks
• 2/3 cup sour cream
• 1/2 teaspoon cocoa, dissolved in 1 tablespoon hot water

Sauce:

• 3 ounces bittersweet chocolate, finely chopped
• 1/2 cup heavy cream
• 1 teaspoon dark corn syrup
• Special equipment: 9-inch springform pan

Directions

Preheat the oven to 350 degrees F.

To make the base, process the graham crackers to make rough crumbs and then add the butter and cocoa. Process again until it makes damp, clumping crumbs and then tip them into the pan. Press the crumbs into the bottom of the pan to make an even base and put into the freezer while you make the filling.

Put a kettle on to boil.

Melt the chocolate either in a microwave or double boiler, and set aside to cool slightly.

Beat the cream cheese to soften it, then add the sugar and custard power, beating again to combine. Beat in the whole eggs and then the yolks, and the sour cream. Finally add the cocoa dissolved in hot water and melted chocolate and mix to a smooth batter.

Take the springform tin out of the freezer and line the outside of the tin with a good layer of cling wrap, and then another layer of strong foil over that. This will protect it from the water bath.

Sit the springform tin in a roasting pan and pour in the cheesecake filling. Fill the roasting pan with just boiled water to come about half way up the cake tin and bake in the oven for 45 minutes to 1 hour. The top of the cheesecake should be set, but the underneath should still have a wobble to it.

Peel away the foil and cling film wrapping and sit the cheesecake in its tin on a rack to cool. Put in the refrigerator once it is no longer hot, and leave to set, covered with plastic overnight. Let it lose its chill before unspringing the cheesecake to serve.

To make the chocolate sauce: very gently melt the chopped chocolate, cream and syrup. When the chocolate has nearly melted, take off the heat and whisk it to a smooth sauce. Let it cool a little, and pour it over the chocolate cheesecake on its serving plate.

Source : http://www.foodnetwork.com/recipes/nigella-lawson/chocolate-cheesecake-recipe/index.html

Interesting Quotation

"All you need is love. But a little chocolate now and then doesn't hurt"  

Charles M. Schulz

Chocolate slabs of today

Let see the chocolate slabs global market to well understand the environment for all the chocolate brands. 

• Consumption

Chocolate slabs represent 32% of sales value and 38% in volume (2010). This is the type of product most sought by consumers.
70% of French consumers admit eating chocolate at least once a week !

• Customers

Adults & young adults : from 20 to 45 years old = 80% of the market !
Men and women
Fom all CSP
Gourmets, gourmands
Those searching for pleasure, wellness, comfort...
Requirement in terms of price and quality

• Shrinking market

2010: Drop in the French consumption of chocolate for the 3rd consecutive year
          -2,78% in the market
          -6,4% for the chocolate slabs

Why? - Trend toward dieting and association of chocolate with fatty products
          - Lack in quality and innovation to satisfy the needs of consumers
          - Increase in market prices

Though: 9 out of 10 French people say they like chocolate !

• A key word : Innovation

To retain customers, industrials must innovate and often change their offer:
     - Innovate with new recipe (play with textures, taste sensations, ...)
     - Favour product of quality
     - Implement organic chocolate or chocolate from fair trade
     - Promote low fat chocolate
     - Cause impulse buying (packaging, place of distribution, ...)
     - Create new needs with new product / format / packaging

• Distribution

85% of the chocolate slabs are sold in supermarkets
15% in some alternative distribution channel (bakery, grocery) and chocolate maker

Development of new distribution channels to follow the new trends:
    - Organic stores
    - Franchised networks
    - Online sales
    - Event ("Salon du Chocolat")

Sources: http://www.slideshare.net/Camille37/stratgie-des-marques-etude-du-march-des-tablettes-de-chocolat-au-lait

Le Salon du Chocolat

SALON DU CHOCOLAT 2010 Best Of par CLAPTV