kinder Brand Case Study
kinder Brand Case Study
kinder Brand Case Study
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<strong>kinder</strong> <strong>Brand</strong> <strong>Case</strong> <strong>Study</strong><br />
HOW TO DESTROY BRAND EQUITY STEP-BY-STEP<br />
EFFECTS OF THE PACKAGE-DESIGN RELAUNCH<br />
OF FERRERO‘S „<strong>kinder</strong> SCHOKOLADE“<br />
Serjoscha Gerhard & Katja-Maria Prexl<br />
CCM.3053 Management of Communication<br />
Spring Term 2007<br />
Gerhard, Prexl | 2007
60%<br />
care about Kinder<br />
Chocolate.<br />
Question: How connected do you feel to Kinder Chocolate?<br />
16.6% are highly, 41.6% are slightly involved.<br />
2 Gerhard, Prexl | 2007
The Big 5 in the Market<br />
| Kraft Suchard (Milka) (26,2 Mrd. €)<br />
| Nestlé (5,2 Mrd. €)<br />
| Ferrero (4,7 Mrd. €)<br />
| Lindt & Sprüngli (1,2 Mrd. €)<br />
| Zentis (55 Mio. €)<br />
3 Gerhard, Prexl | 2007
Market Changes<br />
| Lost-in-the-Middle<br />
| Market Stagnation<br />
| Highly Competitive<br />
| Fast-Moving<br />
4 Gerhard, Prexl | 2007
Main Categories<br />
5 Gerhard, Prexl | 2007
What is it?<br />
6 Gerhard, Prexl | 2007
<strong>kinder</strong> <strong>Brand</strong> Family<br />
Line extensions<br />
Bars of<br />
Chocolate<br />
Refrigerated<br />
Chocolate<br />
Concept extensions<br />
Chocolate<br />
Snacks<br />
Surprise Line<br />
Chocolate Bars<br />
7 Gerhard, Prexl | 2007
Positioning Model<br />
8 Gerhard, Prexl | 2007
1<br />
2<br />
Relaunches<br />
| Beispieltext<br />
| Beispieltext<br />
9 Gerhard, Prexl | 2007<br />
3<br />
4
Research<br />
| Not representative<br />
| 224 E-Mail-Questionnaires, 48 valid returned<br />
| Two versions of a Questionnaire (A, B)<br />
| Asked for associations and buying behaviour<br />
10 Gerhard, Prexl | 2007
11 Gerhard, Prexl | 2007
Market Changes<br />
12 Gerhard, Prexl | 2007
Associations<br />
| Changed significantly from positive to negative<br />
| New package-design is not related to childhood<br />
and experiences<br />
| Loss of <strong>Brand</strong> Equity<br />
| No change of product quality: the same<br />
13 Gerhard, Prexl | 2007
Is there a difference?<br />
14 Gerhard, Prexl | 2007
There should be differences<br />
| “<strong>kinder</strong> SCHOKOLADE” for children<br />
| “<strong>kinder</strong> RIEGEL” for ‘young adults’ (kidults)<br />
| Different packages<br />
| Different advertisements (1) (2)<br />
| 16.6% answered they see no difference, 50%<br />
slightly differences and 31.25% high differences<br />
--> but only in terms of packaging<br />
15 Gerhard, Prexl | 2007
But there are non!<br />
| Almost nobody changed his or her buying<br />
behaviour because of the relaunch<br />
| People did not switch to “<strong>kinder</strong> RIEGEL”<br />
| Consumers buy more “<strong>kinder</strong> SCHOKOLADE”<br />
and even more frequently<br />
| Consumers: no children<br />
but adults (Age: 18 - 35)<br />
16 Gerhard, Prexl | 2007
Results<br />
| There is a loss of <strong>Brand</strong> Equity<br />
| No proof that consumers changed buying<br />
behaviour<br />
17 Gerhard, Prexl | 2007
What<br />
do?<br />
to<br />
18 Gerhard, Prexl | 2007
<strong>kinder</strong> <strong>Brand</strong> <strong>Case</strong> <strong>Study</strong><br />
| Beispieltext<br />
| Beispieltext<br />
19 Gerhard, Prexl | 2007
Possible Solutions<br />
| Completely remove the face<br />
| Return of the Günther<br />
| Keep Kevin<br />
20 Gerhard, Prexl | 2007
Remove the face<br />
| (-) Not recognisable anymore<br />
| (-) Confuses consumers<br />
| (-) Loss of brand personality<br />
| (+) No negative associations with Kevin<br />
| Possible short-time strategy<br />
| Might be even worse than the latest relaunch<br />
21 Gerhard, Prexl | 2007
Return of the Günther<br />
| (+) Stay in the niche of Retro<br />
| (+) Re-establish brand equity<br />
| (-) Retro <strong>Brand</strong> can not develop<br />
| (-) Not modern<br />
| (-) Further changes seem difficult<br />
| (-) Looks artificial<br />
| (-) Problem artificial vs. health association<br />
22 Gerhard, Prexl | 2007
Keep Kevin<br />
| (+) Form a more modern brand image<br />
| (-) Weaker brand equity (loyalty and image)<br />
| No action necessary?<br />
23 Gerhard, Prexl | 2007
Action<br />
| Keep Kevin<br />
| Adjust the marketing and especially the<br />
advertising strategy<br />
| Use other arguments of the brand image, such<br />
as quality<br />
| Do not concentrate the advertisements on Kevin<br />
| Afterwards personalise Kevin<br />
24 Gerhard, Prexl | 2007
Questions & Discussion<br />
?<br />
25 Gerhard, Prexl | 2007
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