Chocoladefabriken Lindt & Sprungli (Lindt or ‘the group’) offers wide range of premium chocolates in over 100 countries spread across Europe, North America, Africa, Asia and Australia. The group is headquartered in Kilchberg, Switzerland and employs about 7,500 people.
Tagline/ Slogan : “Master Swiss Chocolatier since 1845
Segment : People looking to have high quality premium chocolate
Target Group : All age groups middle and upper class people
Positioning : Best chocolate maker with best cocoa and ingredients used
Strenghts
Threats
Brand owned by Kraft Foods , who acquired the product from former owner Jacob Suchard in 1990. It is well-known for its distinctive packaging, its prism shape (Triangular prism or pentahedron) and its ubiquity in duty-free shops.
The Ghirardelli Chocolate Company has long established its brand position as “America’s Premium Chocolate Company,” but this heritage brand has Italian roots.
Target Group : All age groups middle and upper class people
Positioning : Best chocolate maker with best cocoa and ingredients used
Swot analysis
Strenghts
- Global brand ambassador
- Excellent brand name and brand presence
- High brand loyalty
- Great taste and packaging
- Highly regarded as a global chocolate brand
- Highly focused on quality products
- Wide geographic presence
- Positive first half 2011 financial results
- Expensive chocolates
- Not easily available
- Tap growing cities and retail chains
- Have more variety and smaller gift packages
Threats
- Other competing chocolate brands
- Calorie conscious people
- Economic slowdown in Europe
- Volatile cocoa prices
- Retail price pressure
Main Competitors
Forces:
- Outstanding example of brand uniqueness.
- One-of-a-kind triangular shape,
- Very high recognition throughout the world thanks its shape, its name, its peaks and its packaging
Forces:
- Expanded offering
- Image of a premium product
- American heritage as a strong brand identity
Ferrero Rocher offers a quality and luxury product and is the most popular one thanks to its awareness. Ferrero Rocher has captured huge amount of market share in boxed chocolates.
It is now available in a variety of new packaging both for seasonal purpose and special events.
Forces:
- High customer recognition due to its packaging
- Considered as a ideal product for gifting
- Intensive strategy worldwide in branding, packaging, and labelling
- Competitive advantage: range of sizes
- Innovative brand
Lindt Brand Positionning
- Premium quality chocolate
- Creation of products and services of superiors quality
- Superior testing
- Enhance consumer sentiment
Lindt Brand Communication: High Level Partnership with Roger Federer " The Perfect Match"
The partnership will also likely include a charitable component, bringing attention to the Roger Federer Foundation, an organization that supports education, sports and leisure activities for areas in need, as well as Lindt's own sustainability efforts in its cocoa farming and production.
