Pitch

ThorntonsChloe Vincent & Emma Winters

ProblemAlthough having a partnership with supermarkets such as Tesco,

ASDA etc. will bring in more money for Thorntons; we believe that it’s actually destroying the company. We think this because people will rather go to Tesco and other shops to buy the products for a

cheaper price and convenience. We aim to re-brand Thortons will a new image that suggests class and specialty. We want the customers to feel special and exclusive when they shop in

Thorntons. We aim to do this by changing the logo, slogan, colour scheme, shop layout and adding new chocolates to the range.

IdeasWe think that the Thorntons shops are too small, and over-crowded so for example, in

Commercial Road there is a space where Woolworths used to be, and in there, is also a café in there so we could incorporate this by providing lunch and deserts, so to make it seem more

exclusive. Also, we like the colour scheme, so if we made the shops bigger, the original colour scheme won’t seem to crowding and dark. Also, we link that the shelves could be lined with silk to make it seem more luxurious and darker coloured furniture. Along with this, we could have a mascot which brings customers in from the outside – mainly aimed at children; for example, a bear or chocolate bar. We could also sell cuddly toys that match the mascot (this will change at every seasonal holiday). Along with this, we could have tasting opportunities in the shop to let people know how the chocolate tastes – especially with the new additions. There could also be reward card, that every time you shop with Thorntons it’s noted and on every 10th visit, you get

a free standard chocolate bar of your choice, this could also be used a membership card that will provide offers and entries to events. There will be a small charge of £1 for the card.

SloganThornton’s previous slogans have been; “Art of the Chocolatier” and “Chocolate Heaven Since 1911”. In my opinion, these aren’t

light-hearted, appealing or easy to say.

We have come up with a new slogan; “Don’t Resist Temptation”. We believe that this is appealing and easier on the eye and tongue.

Valentine’s Day LogoWe have decided to create a

different logo for each season; e.g. Christmas, Valentine’s Day, Halloween, Mother’s Day and

Easter.

These are our ideas for the Valentine’s Day logo:

Valentine’s Day LogoThis is the final design for our Valentine’s Day logo:

Easter LogoThese are our ideas for the Easter logo:

Christmas LogoThese are our ideas for the Christmas logo:

Halloween LogoThese are our ideas for the Halloween logo:

Events PosterThis is the poster that will

advertise our D.I.Y. events. For each city, the location and dates will

change, but the layout and design will remain the same.

We chose to keep it similar the other print-based advertisements,

so it all links together.

In-Shop LeafletTo advertise Thortons more, we decided to create a leaflet that will

be dropped into the customer’s shopping back and will inform them of the new look and products; along with classic chocolates

and services.

Front:

Back:

Bus-side AdvertTo advertise Thortons more, we decided to put advertisements on

the side of buses in Portsmouth. I feel this is a very effective type of advertising as buses are seen by everyone whether they are

actually traveling on one, or just walking/driving past.

Bus Stop & Magazine Advert

Like the adverts on the side of buses, we decided to advertise

Thorntons on bus stops as well. Again, these are seen by everyone, whether they are

travelling by bus, or walking/driving past.

This will also be shown in magazines to promote the

upcoming opening.

NSPCCThorntons are involved with the NSPCC, so at our event, we

promised that for every 15 sales, we will donate 25% of the profit towards NSPCC. Along with this, in the shops, there could be a

charge of 5p for every bag and that will go straight to the NSPCC.

With this, we created a logo that represents our link at the events: