Lindt Chocolate Research Paper

2227 Words9 Pages
INTRODUCTION: Chocoladefabriken Lindt & Sprüngli AG was established in 1845 by David Sprungli and his son Rudolf Sprungli. Company was started as an artisanal sugar bakery & transformed itself into in innovative chocolate maker in 1892. In 1994 the structure was redesigned & a kilchberg based holding company was formed.
Chocoladefabriken Lindt & Sprüngli AG is one of the world 's leading manufacturers of premium chocolate and chocolate-related products in confectionary industry, selling in more than 80 countries, with almost $1 billion in worldwide sales. The predominantly Swiss-owned Corporation manufactures various products of its renowned Lindt brand in Switzerland, Germany, France, Italy, and Austria, as well as in
…show more content…
Technology: Switzerland is highly advanced in science & technology, most innovative nation in the world, research and innovation forms driving force, this technological environment has been a backbone to success of the firm as it has developed new manufacturing methods to create innovative products and thus attract more customers both domestic and international. (PEST analysis of Switzerland)

STRATEGIES OF THE FIRM:

Positioning: the brand positioned itself as “affordable quality” communicating that it’s an affordable brand with excellent quality; this strategy also helped the company to enter the gift market positioning its range as an affordable alternative to common gift ideas including flowers and wine.
Sampling program: they run sampling programs to put the product in the hands of the consumers as the first step towards building brand awareness and encouraging repeat purchase. Due to this initiative Sales for 2000 Christmas period were up 60% on the previous year and sales of Lindor balls (individual units) have rocketed to 40 million in 2000.
TV campaigns: traditionally advertising was limited to press and consumer sampling programs, but recently Lindt is set to embark on TV campaign to generate interest and excitement in the brand while
Open Document