Comunique

Fenix communications agencyComunique

Aztec chocolate

Strategic planningMission & Vision Statement

Being the best is not enough, you have to be perceived as the best

Providing outstanding quality, service and valueEarn customers’ enthusiasm through continuous

improvementDriven by integrity, teamwork and innovation

Create and establish the ideal imageBeing creative with different communication tools

Research is the core of every campaignCore values

Brand analysis

Aztec chocolate

The newest brand on the chocolate marketChocolate pralines, decadent and rich in flavor

Wide range of high quality productsLuxury and sophisticationCreativity in the designsInternational character

Glamorous gift giving

Alpha-class: exclusiveBeta-class: very high prices

Gamma-class: high pricesDelta-class: medium prices

Quality & design rises together with the prices

Brand analysisProduct range

Brand analysisLocation

G4

4 shops, one in each city

Limited outlets to increase exclusivityCities were selected based on

their character

Small, but notable shops

Personal approach

Market Research

Main indicators of the Netherlands

Population 16,554,448

Economic growth -3.7%

Unemployed labour force

5.2%

Consumer confidence -10

Inflation 1.1%

Victims of crime 25.4%

Health 80.6%

All facts and figures are published on www.cbs.nl or www.ssz.nl

Demographic research

Prognosis

Prognosis

Subjects Periods 2009 2010 2020 2030

Population

Number

16 481 307

16 536 42617 013

80217 380

484

Age categories

0 - 203 934 917

3 920 6383 752 813

3 722 788

20 - 6510 073

02810 077 583

9 901 279

9 555 617

65 + 2 473 363

2 538 2033 359 712

4 102 079

0 - 20

%

23,9 23,7 22,1 21,4

20 - 65 61,1 60,9 58,2 55,0

65 + 15,0 15,3 19,7 23,6

Life expectancy

Life expectancy

menYear

78,57 78,74 80,26 81,40

Life expectancy

women82,47 82,55 83,34 84,09

Migration

Immigration

Number

129 131 128 292 127 523 127 410

Emigration 124 201 124 710 113 668 113 078

Migration balance

4 930 3 582 13 855 14 332

Target group

Future consequences: High class will cut less and less in the budget for

luxuries More and more entrepreneurs

We step in here

Recession

Low state of trade

Progression

High state of trade

Temporarily consequences:Low consumption of luxury goods

Hard to find investors

Economic researchState of trade

Subjects Private households

Characteristics of households

Total private households

Periods 2002 2005 2008

Income concepts

Income classes x 1 000

Disposable income(X 1000

Euro)

Total private households

6 862 6 990 7 166

No income

Unto 10 502 461 388

10 - 20 2 202 2 041 1 820

20 - 30 1 779 1 783 1 765

30 - 40 1 219 1 313 1 366

40 - 50 601 696 828

50 and more 559 695 999

Economic researchIncome classes

Target group

Economic researchIncome classes evolution

Evolution of upper class in %

2002 2005 2008

40-50 8,76 9,95 11,55

50 and more 8,15 9,94 13,90

Influential facts Consumers who have more to spend, cut earlier in

budget for luxuries Households lay more money aside because of the

financial crisis Consumers are optimistic about the future again

Entrepreneurs have the most financial power The middle class shrinks, upper class grows

Now recession, tomorrow progressionPurchasing power is rising again

People spend less on food

SubjectTotal all households

Average amount spent

Spending

Total spendin

g

Nutrition

Residency

ClothingNursing

& hygiene

Entertainment & trafic

Other

Periods Euro

1995 19 989 3 636 7 337 1 323 1 092 6 119 481

2000 24 743 4 289 8 508 1 695 1 554 8 118 580

2005 28 743 4 508 9 990 1 732 2 254 9 469 791

2008 31 421 4 913 10 911 1 865 2 261 10 527 944

Economic researchSpending

% Nutrition spending

Year 1995 2000 2005 2008

% 18,19 17,33 15,83 15,63

Chocolate market in the Netherlands (x 1 000 000 euro)

2007 2008 Growth

Bars & tablets (Côte d’Or) 139 158 13,7 %

Candy bars(Mars) 167 179 7,2 %

Pralines(Chokotoff) 164 174 6,1 %

Dragees & bitesizes(M&M’s)

65 69 6,2 %

Seasonal Articles(Coins) 79 86 8,9 %

Total 614 666 8,5 %

Economic researchChocolate market

Development of distribution 2007 – 2008 (in value x 1 000 000 euro)

Supermarkets Growth O.o.h. Growth

443 9,1 % 223 7,2 %

O.o.h. : out-of-home: all other selling points

The production of luxury pralines has experienced a double growth in 2008 and continues to grow

Economic researchChocolate market

Pralines/bonbons are becoming more and more exclusive

Compared with other European nations, the Netherlands is among the lowest in percentage of

chocolate users.

So dare to be different

The quest for luxury pralines increases rapidly within the chocolate market…

Economic researchDirect competitors

Droste Godiva

Chocovic Neuhaus

DaskalidèsLeonidas Bonbons

•Leonidas Bonbons•Neuhaus Bonbons•Godiva Nederland•Daskalidès Nederland•Sweertvaegher •Rudolf Vermeulen Bonbons•Chocolaterie Cerisette

•Leonidas Bonbons•Neuhaus Bonbons•Godiva Nederland•Daskalidès Nederland•Sweertvaegher •Rudolf Vermeulen Bonbons•Chocolaterie Cerisette

Economic researchIndirect competitors

Mars DoveMilka

SnickersCote d’OrToblerone

Media research

No use of magazines, newspapers, cinema or radio

The medium is the message

Aztec chocolate focuses on taste, quality, image and design

as they have limited possibilitiesor are not ideal for reaching our target group

Media researchTelevision

Conclusion:Nederland 1, RTL 4 and SBS 6 could be interesting

Note: ¼ of the Dutch watch television using the internet

Market shares Dutch TV channels between 18.00 and 24.00 (%) (2008)

Age category 6+ 6-12 13-19 20-34 35-49 50-64 65+

Nederland 1 22,5 13,6 11,6 13,7 18,8 26,8 33,0

Nederland 3 7,7 11,7 8,4 8,5 8,3 7,3 5,9

RTL 4 14,2 11,3 11,9 14,8 14,3 15,6 12,9

SBS 6 12,5 13,1 11,5 12,3 14,4 12,1 10,8

Other 43,1 50,3 56,5 50,7 44,2 38,2 37,4

One quarter of the Dutch people watch TV using the internet.

Media researchInternet

Most popular sites (2005 & 2009)

Facts:More and more people write and read blogsThe Dutch love to buy by using webs hops

The use of the internet keeps rising

Conclusion:Reach opinion leaders to get positive attention in blogs

Marketing communications planTarget audience

Men and women

30-55 years

Luxurious lifestyle

Wealthy

Highly educated

Expensive taste

Up to date

Sophisticated

Marketing communications planGoals

1. Behavioral intention: gift giving

2. Increasing brand awareness: becoming a top of mind brand

3. Brand attitude: providing a connotation between Aztec chocolate

& ‘the good life’

Aztec chocolate, too good to keep it for yourself

Marketing communications planGoals

Marketing communications planAtmosphere

Marketing communications planMix

&

Marketing communications planTime schedule

Part Period Medium Time

Teaser 26-04-10 *14-05-10

Internet (Twitter , Hyves

& Blogs)/

Teaser 03-05-10 *14-05-10

TV (RTL 4 & SBS 6 )

Each Monday, Wednesday &

Friday 7.55 , 8.55, 17.55,

18.55 & 21.55

Announcement 15-05-10*04-06-10

Internet(Twitter, Hyves

& Blogs/

Announcement15-05-10*04-06-10 TV

(RTL 4 & SBS 6)

Each Wednesday, Friday & Saturday7.55 , 8.55, 17.55,

18.55 & 21.55

PE-advertising Permanent Internet (Twitter, Hyves & Blogs) /

PE-advertising 05-06-10*19-06-10

TV(RTL 4 & SBS 6)

Each Wednesday, Friday & Saturday7.55 , 8.55, 17.55,

18.55 & 21.55

Pre-eventTeaser

Wea

lth

Success

Perfection

Sophistic

ati

on

Luxurious gift giving

Coming soon…

Pre-eventAnnouncement

1. Reaching bloggers & online community Social media & blogs

2. Reaching press & opinion leaders Invitations

3. Reaching future customers Advertising

Commercial k

Event Enchanted collection

This collection will consist out of 20 handmade pralines, produced by using

only the finest ingredients

The Enchanted collection is a collaboration between Aztec chocolate

and Swarovski

The collection, rich and decadent in flavor, will breath artistic creativity

Limited editionPralines can be bought

Underneath message

Launch a very expensive collection to:associate with luxury, sophistication & high quality

increase brand awarenessgain free press attention

Event Enchanted collection

EventSwarovski

Stands for a luxurious lifestyle and glamorous gift giving

Aztec chocolate carries out the exact same image

Objects of desire and beauty

EventVip & Press-opening & afterparty

Friday 04-06-10

Tour & collectionGifts

Short key-noteQuestions

Exclusive lounge

EventGrand-opening

Saturday 05-06-10

Tour & collectionSpecial offers

Post-event advertisingStoryboard

Femke Schepers Michèle Kog

Koen Vanderhoydonck Fenix C.A.

Aztec chocolate

Thank you for your attention