Account plan

Yorkshire Tiffin
Tiffin is an existing successful brand. Its legacy is
connected to Britain's colonial history, the name being
taken from a British-Indian term. It is a handmade
chocolate cake sold mainly in Coffee Shops. The
strategy and plan aims to replicate the coffee shop
success and customer response in supermarkets
through a re-branding and a progressive launch
starting in Cathedral Towns of the North.

Context
Tiffin is a chocolate based snack well-known by the
British as its origins are well merged in British
historical-colonial legacy and tradition.
Its name is taken from a British-Indian term meaning
light snack.
It is a handmade chocolate cake that sells well in
various Coffee Shops. The aim of the strategy is to get
the product into supermarkets through a re-branding
and a progressive launch starting in Cathedral Towns.
Cathedral towns are home to the target audience, with
their historical traditional.

Recharge is a new trend shaping the Coffee Shops
market. Taking breaks in the late afternoon to
recharge is increasing among many professionals 35+
A B C1.

Situation analysis
Premium chocolate is worth 377m (Kantar - 2012),
16% of the total chocolate market and the key
competitors in the premium chocolate market are
G&B with 42% share and Lindt with 12% share.
Many own-label chocolate bars have been launched,
however, a Mintel report (2011) suggests chocolate
confectionery is a market where own-label products
are seen as a compromise and are perceived as a
different trend.

Consumer / Brand element
Choice Factors When Buying Chocolate
Confectionery, January 2012.

Base: 1,425 Internet users aged 16+ who eat chocolate
Source: GMI/Mintel
Snacking is a very popular in Britain - with only 8%
of adults never eating snacks, and almost half, 47%,
snack on a daily basis. 29% of people see chocolate as
an acceptable and affordable indulgence and impulse
treat during the recession while 81% trusts they
favourite type and/or taste, 65% identify the brand
name as the main factor in determining what they buy.
Moreover 54% of chocolate eaters are strongly
interested in trying new formats of chocolate and 46%
are interested in new tastes (Mintel 2012). Though,
genuine innovation has been rather less commonplace
in the chocolate market with only ball-shaped share
bits coming to the fore.


Account plan
According to KPMG (2012) the main place, where
45% of people, are buying chocolate are supermarkets
and discount stores, 27.5 % of people buy their
chocolate in small grocery stores. These facts point
towards a great opportunity for Tiffin to conquer the
store market.

Tiffin History
Tiffin is an Indian British term for a light meal
enjoyed in the afternoon. In South India the term is
used to mean an in-between-meals snack. There is a
number of Tiffin recipes, most use broken digestive
biscuits, chocolate and syrup as the main ingredients.
The word Tiffin appears in Indian English, spoken
throughout India in addition to a plethora of other
languages. Tiffin is derived from a word meaning to
sip, perhaps referencing the light nature of the meal
by differentiating it from a gulp.



Indian Tiffin (2012) states that Tiffin is also known as
a lunch box which roots can be traced back to 1811
and a dictionary of Anglo-Indian words suggests
several possible origins (the Arabic word tafunnun -
"diversion" - and the Chinese ch'ih-fan - "eat rice").
According to House of names (2012) family name
Tiffin has an ancient Norman origin. Tiffin is a name
that comes from the medieval name Tiffania given to a
female that comes from the Greek Theophania,
composed of the elements theos, meaning God and
phainein meaning to appear Tiffin; meaning the
manifestation of God.

Competition
Cadbury, Tescos Finest Belgium Chocolate Tiffin,
Waitrose chocolate Tiffin and G are all producing
this product. However none of these brands and
companies embody the brand values of Yorkshire
Tiffin, home made, cultural, provenance, and
community. Consumer feedback and reviews about
the quality of the product vary, from being satisfied to
disappointment. Some people felt let down by the size
of the Tiffin, by the taste, or the amount of product in
the package. Therefore, to make this launch successful
and bring this Tiffin product from coffee shop market
into a different market place, we need to bring as good
quality and satisfaction of the product as it is offered
in the coffee shops.
http://www.ciao.co.uk/Tesco_Finest_Belgium_Chocol
ate_Tiffin__Review_5613971

Account plan
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Scope/Assets
Brand believes and values
We believe in quality and deliciousness of hand made
products, which can create those precious moments of
bliss. Our homemade product represents the quality,
deliciousness and provenance of our Fairtrade
product, which are our values to bring the best
experience.
The overall aim of Tiffin is to improve the livelihood
and communities of smallholder cocoa producers by
paying a Fairtrade price for all the cocoa used in the
chocolate sold, raise awareness of Fairtrade issues
among consumers and retailers in the UK.
Source:
http://www.fairtrade.org.uk/what_is_fairtrade/facts_an
d_figures.aspx
Sales of Fairtrade products soared by 40% in 2010 to
an estimated retail value of 1.17bn compared with
836m in 2009 (Fairtrade Foundation 2011) . UK
consumers are continuing to appreciating and
supporting Fairtrade, as there can be seen no downturn
on ethical values despite tough economic times. There
can be seen impressive increase in sales of Fairtrade
certified sugar and chocolate products in UK in 2010
and 2011 making them the leading Fairtrade products
by value in the UK.

Market and Market conditions
Following the recession of 2008 spending on
discretionary items like alcohol, cars, home and
garden purchases has been cautiously cut, while
expenditure on necessities like food, rent and
household utilities has remained stable or even
increased.
Although chocolate has been suffering from poor
perception of value, with just 28% of chocolate eaters
thinking that chocolate bars provide value for money,
the retail value sales of chocolate confectionary is
increasing and are forecast to increase even further.
Target Market
Experience of working in coffee shops and tearooms
made us aware of a behavioural pattern that can be
turned into an huge opportunity. Many clients seem to
take a break from their daily routine by treating
themselves to a late afternoon tea or coffee along with
an indulgent cake. The majority of the clientele are
professionals 35+ A, B, C1 and C2 social class.
Whether it was a take away treat or a drink in 'break' it
is quite a trend that's becoming extremely popular,
probably due to a more stressful lifestyle. This seems
to be a social class where Individuals value quality,
high standards, heritage, a bustling atmosphere and
those short moments of life enjoyment.
Problem
Research
In our past experiences working as Baristas in Coffee
shops and Tea Rooms and from interviews with staff
members we had a chance to analyse customer's
behavioural patterns. For this, many customers depend
on the time they visit and in which part of the city the
shop is based. During the morning customers are more
likely to take their order to go and in the late afternoon
stay in for a treat.
In the afternoon the pattern would usually be the
same: same table, same drink, and same cake
Account plan
(tradition). The cake sold most is Tiffin at times of
sell-out the customer will typically not buy anything
else and leave.
This afternoon treat became a ritual, a way to indulge
themselves. Taking the customer away from reality
and giving them an escape from all the problems of
the material world.
Rituals often chooses for its vehicle consciousness-
altering substances such as wine or coffee and why
not, chocolate. People may assume a bit of God
resides in these substances as using then separated
them from the ordinariness of life, enabling them to
seize their reality more clearly. This is why a ritual is
a celebration of a break in routine; a moment when the
human drive for survival lets up and people can
simply be together. This last aspect is, to us, is the
fundamental meaning of the coffee break and the
after-dinner treat. These are secular rituals that, in
unobtrusive but essential ways, help maintain
humanness in our selves and with one another.


The Big Idea
Tiffin is a well known recipe. This product has
obtained popularity in coffee shops as consumers
enjoy this sweet and lovely treat together with a nice
and warm tea or coffee cup. Our aim is to bring this
product to a different market place and sell it in corner
shops and supermarkets. Using established values and
a progressive launch, Tiffin can be introduced to the
market as an opportunity to enjoy the cultural tradition
and ritual of tea/coffee break not only in cafeterias,
but also in the office, at home and on the go.


Strategy
Heritage-rich cathedral towns, such as York and
Harrogate, have deep-rooted values that link directly
to that of Yorkshire Tiffin:
Tradition, provenance, and a love for
homemade goods.
These towns are steeped in a history of Englishness,
manifested in cobbled streets, tearooms, country
estates, public gardens and independent shops.

Research also indicates a love for sweet food and
afternoon tea. This can be seen in the run-away
success of Bettys and Taylors of Harrogates
Yorkshire Tea.
The Yorkshire Tiffin campaign will use this
successful phenomenon, placing itself as the
quintessential companion
to afternoon tea.
Towns of this nature are also susceptible to accepting
the brand, as their demographic has a high percentage
of middle-aged/elderly residents In Harrogate
(population of 158,700), the largest age groups are 35-
44 (14.8%) and 45-54 (14.1%). The younger groups
account for a much lower percentage of the town, (16-
19 - 4.9% and 20-24 - 5.2%). Almost half are aged
over 45. The total number of people aged 65 and over
is expected to expand significantly in the years up to
2016, with a predicted increase of 22%. Conversely
the total number of those in the 16-19 age bracket is
expected to decline by 7% during the same period.
Account plan
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Information from www.readingroom.lsc.gov.uk


Competition

A launch event bake off, set in the grounds of
Harewood House, judged by Mary Berry, will be open
to the public and advertised in the local newspapers of
York, Harrogate, Ripon and Craven in the form of an
advertorial. The event will also be promoted in the
town centres of York and Harrogate; Tiffin will be
handed out for free to passers-by, with a business card
inside the packaging advertising event. The winner
will go on to have their Tiffin sold under our brand in
Prestigious tearooms, such as Bettys.
Harewood House

Harewood is prominent in the minds of locals, a
Georgian mansion built by locals John Carr of York
and furnished by master cabinet-maker Thomas
Chippendale.
This location reflects the very essence of Yorkshire
Tiffin, Tradition and provenance, an imperative for
the introductory launch. The values of the product will
be immediately instilled in the minds of the visitors.
The site often holds events, such as concerts and
exhibitions and takes requests for venue hire and
private events.
A representative has stated If you are looking for an
exclusive dinner in The State Dining Room prepared
by the Michelin starred Box Tree Restaurant, open
spaces to hold a major outdoor event for thousands -
or anything in between - we can help you. Tailored to
your needs, and whatever the event, we want to give
you and your guests an unforgettable Harewood
experience.
Harewood is also extremely accessible by road, to the
whole of the target area. Located only 7 miles between
Harrogate and Leeds on the A61
Bettys Tearoom
Bettys matches the brands essence of Englishness,
provenance and notions of homemade feelings
perfectly. All of Bettys Tearoom locations are set in
towns that represent the brands values: Harrogate,
York, Harlow Carr, Ilkley and Northallerton. All of
which consist of middle class backgrounds, originally
serving as retreats from the harsh life of industrial
Bradford and Leeds.
Undoubtedly Harrogate's most famous attraction is
Bettys tea rooms. A trip to Bettys is like stepping back
in time and very little has changed since the very first
tearoom opened in Harrogate in 1919. For a complete
assault on the senses (and deliciously wicked cakes)
there's no better way to get your blood sugar levels
back to normal than slurping on a cup of Yorkshire
tea accompanied by a moist fruit cake, muffins,
creamy vanilla slices or fresh fruit tarts.
Creasey, Simon. Printweek (Mar 31, 2005): 47.
Creasys first hand description of Bettys matches
Yorkshire Tiffins values, reaffirming the choice.
A crucial factor with Bettys is that it doesnt just
cater to the upper classes, unlike similar
establishments in London. The place is regularly
heaving, with high chance of queues -
SINCE 1919, Bettys has been the leader in the art of
running a graceful, but never pompous, tearoom,
Account plan
meeting our urge to pause mid-afternoon for some
scrumptious macaroons, vanilla slices or its signature
fat rascals
Davies, Gareth Huw. Mail on Sunday [London
(UK)] 22 July 2012: 70.
Packaging
Grooming rituals are repeated actions, in respect to the
handling of goods. The aim here is to empower the
consumer with feelings of confidence, status and
beauty. Due to the competitive chocolate market, there
is a myriad of designs on the shelves. Originality and
a true embodiment of the brand values will play a
crucial role in the decision making process.
The traits of the brand values will be encapsulated in
the packaging, the product being wrapped in brown
parcel paper, tied with string and wax seal.
The sense of touch is paramount when selling quality
goods and this will be exploited here.
Once opened, the Tiffin will be an unmarked single
block, attributing to the feelings of a handmade
experience and exploiting the ritual of breaking into
the bar by either knife or hand.

The inside of the packaging will be home to
something quite unique; the recipe for the Tiffin. This
will further establish the essence of the brand:
Handmade, provenance, community. Put simply:
Were all in this together
We do not believe this will be damaging to sales, as
the Tiffin recipe is widely available in cookery books
and the Internet. The consumer is purchasing the
product in order to buy into the brand, the feeling of
presenting this gift, to be unwrapped and broken up, to
guests for afternoon tea. A feeling of worth is intended
on purchase, not a messy kitchen to clean up.


Rollout to the nation
Once in the hearts and minds of the northern
populous, with a mark of quality embedded in the
minds of consumers, a move into northern
supermarkets will follow.
This trial period will last three months. The northern
launch is crucial to helping the product become a
trusted commodity before the move into the
supermarket, the area being carefully selected for
maximum exposure and susceptibility.
If the trial period proves successful, a domino effect
down the country will follow.
Coinciding with the supermarket launch, an invitation
to experiment adventurously with the Tiffin recipe
will be sent to WI groups. Again, Mary Berry will
judge the new recipes, with the winners recipe being
launched into the supermarket. This will provide
national excitement throughout our specific target
audience. Local newspapers will pick up the story
throughout the nation. After the global success of
Calendar Girls, Mary Berry and Yorkshire Tiffin will
once again bring WI groups to the centre stage.
The decision here is due to WI groups embodying
Yorkshire Tiffins brand values.
Tradition, provenance, community and
homemade.
At this point in time the campaign will endeavour to
get Tiffin into cookery books, a very English tradition,
and very popular at Christmas time. This will coincide
with an introduction of TV ads, all encompassing the
image and presence of Tiffin to the nation.
Pricing
Amongst the strategies consumers make in the
decision making process, pricing plays a key role.
Yorkshire Tiffin isnt a cheap product, however the
Account plan
Page 7
embodiment of the brand values, community and
tradition, will be reflected in the price; Yorkshire
Tiffin is a quality product that everyone can enjoy.
A price has therefore been set at 1.20


Recap
Event
Tiffin Bake-off,
judged by Mary
Berry
On sale in
Yorkshire Tea
Rooms
Northern
Supermarkets
Snowball
throughout the
country

Trend Report

Research from Euromonitor International shows, that
the boom in the UK coffee shop market is well and
truly over. The increasing changes in the Coffee shop
market are rather steady during the recession
compared to the changes during 2004 and 2006.
Mintel report (2012) states that a quarter of those who
buy hot drinks and lunch out of home have cut back
on the frequency of visits and the amount of time they
spend in shops within the last year.
According to Global exchange (2012) coffee is the
worlds second most valuable trade commodity, with
approximately 25 million farmers and coffee workers
in over 50 countries involved in producing coffee
around the world. Mintel report (2012) states that
there has also been a growth in sales in the in-home
coffee market.
UK retail sales value of in-home tea, 2006-16
Source: Mintel/based on SymphonyIRI Group
http://academic.mintel.com/display/611038/?highlight
=true#hit1
Retail sales value of in-home tea by Mintel (2012) has
been forecasted to increase steadily during next couple
years.

Tom de Castella (2010) of the BBC has explained that
new research suggests the traditional tea and coffee
drinking has become an office ritual for employers to
knuckle down with work. This research has
discovered that four in 10 workers make a hot drink
for more than one colleague every day, with people
under 30s getting their coffees from coffee chains
such as Starbucks and Costa.

Moreover, as the tea rooms and coffee shops are still
valuable for people, seeing them as an affordable
place to enjoy a treat, there are many office workers
who enjoy their tea or coffee during work as well
Account plan
enjoying their hot beverages at home. Tiffin bought in
the shop would be a great opportunity to improve their
in-home and office breaks with an almost coffee shop
or tea room experience. Tiffin is the missing piece in
the puzzle, alowing the tea and coffee break ritual to
be completed.



SWOT analysis
Strengths
Tiffin:
The product recipe is old and well
known
It has a cultural and homemade
image that supports the quality element while
building the brand
Tiffin is already known and loved in
coffee shops
It is easy to produce as the cake
does not need to be cooked in the oven
Weaknesses
The product cannot be considered
healthy as it contains a lot of sugar and
chocolate
Opportunities
The homemade, handmade, old
heritage and culture blended representative
product images are trendy and well accepted
among consumers.
There is a tendency of consumers
cutting back of the frequency of visits and
amount spent in the coffee shops
However consumers see the
chocolate as an affordable treat
Threats
Competitors endeavours to bring
Tiffin in to the supermarket environment are
rather unsuccessful
The government is spending money
to promote healthy lifestyle through different
media, campaigns and organization

Media
Local newspapers - The Harrogate Advertiser,
Yorkshire post, York Press, Craven Herald & Pioneer.
Twitter
Web Site
National magazines/ Newspaper Daily male, Good
House Keeping
Business card size leaflets inside the Tiffin
packaging, with information about the event and the
competition.
Budget
Using the example of the Green and Black's marketing
strategy we can learn a lot. They competed with
leading brands such as Cadbury and Nestle' with a
limited budget of 500,000.
Their marketing strategy is not too far from our own
as we are creating a new packaging as they did and in
the early stages of both the campaigns, free samples
are an important tactic.
Our strategy will then be triggered by a progressive
launch; this means that for the first 3 months of the
campaign try-out in Yorkshire the budget will be quite
limited as the cost of local magazines and
advertisement is relativity lower than launching a
national campaign.
There are few characteristics in the strategy that might
increase the expected budget such as celebrity
endorsement, as Mary Berry will be the judge of the
initial event.
Social media will be another huge chunk of our
strategy and many advertising companies would set it
up as a part of a package that includes setting up
Facebook or other profiles with daily updates and
managing inbox messages at a cost that goes below
1000. Furthermore, if this aspect can be managed by
the company itself the cost can decrease dramatically.
Account plan
Page 9

Source: The International Cocoa Organization
Trading at low prices continued into September and
by the end of the 2010/2011 crop year, cocoa prices
hit a two year low at 1,724 per tone in London. The
low prices posted during this period were mainly due
to pressure from a large global surplus for the
2010/2011 cocoa season com- binned with an
improved outlook for the 2011/2012 main crop in
West Africa. In addition, uneasiness relating to the
global macro-economy and the debt crisis within the
euro-zone resulted in low investments in riskier assets
such as commodities.

Metrics
Measuring the effectiveness of the campaign would be
done after a 3 months trial in Yorkshire. The short-
term statistics would be measured every month before
and after the airtime, to get the media-tests and
communication effectiveness results.
While measuring the impact of the first stage of the
campaign it should be taken into account the
competitor advertising campaigns in specific areas and
the economy instability concerns etc. (consumer
income changes, trend changes and other unexpected
environmental activities that could have changed the
effectiveness of the campaign). Looking at the overall
communication effectiveness alias the response of
consumers to an advertising campaign over the entire
period of its influence, the effects can be reported by
individual medias (by the click on the web page,
comments, responses on the event booklets and
competition, etc.).
Another way to understand the impact this campaign
could have is to look at the competition in terms of
how is our product affecting them and their
advertising campaigns (competitors sales before and
after).
To predict the turnover that could be reached after two
years we can take G Desert Company as an example,
which started their business in 2003 and in 2005 their
turnover was 25 million. However as they are an
umbrella brand the turnover they reached in two years
is too ambitious for the Yorkshire Tiffin brand.






Conclusions
There is a market gap between the Tiffin sold in
coffee shops and tearooms that Yorkshire Tiffin can
conquer. The chocolate market is competitive as there
are only two premium chocolate brands leading the
premium market. However, combining the tea and
coffee drinking ritual with Yorkshire Tiffin, the coffee
shop experience can be brought to the home or office.
As Yorkshire towns are steeped in a history of
Englishness and cultural traditions, the campaign and
the brand are taking their first steps in these UK
Northern towns where people love sweet food and
afternoon tea.
Moreover, because of the economy instability,
traditional tea and coffee drinking has become an
office ritual for employees to carry on with their work.
These trends of more and more people enjoying tea
and coffee at home or office, and the fact that people
love to snack throughout the day, gives Tiffin a great
opportunity to fill the gap of taking the tea and coffee
shop experience and enjoying it wherever they are.
Packaging samples:
Account plan