CONSUMER PROFILE

Meet Christine, our typical Lindt Chocolates customer. Using the advertising budget to market
specifically to her will guarantee continued high sales trends. One of our main competitors is
Godiva, who has a slightly similar target consumer. Our goal is to properly identify Christine's
demographics and psychographics.

Christine is a 39-year-old, Caucasian (Race: White, 111) woman. She completed her
undergraduate degree in Marketing from Boston Colleges Carroll School of Management (Class
of 1999). Christine interned at Comcasts Boston branch when she was in college, and secured a
job with the company after graduation. She is now the branch Marketing Manager (Occupation:
Management, 110). Her salary is $85,000. She lives in Boston, Massachusetts (Top 5 Media
Market, 139). She married her husband in 2007 (Marital status: now married, 103). They live in a
2 bedroom, 1.5-bath home valued at $350,000 (Home value: $200,000-$499,000, 123). They
have lived at their present address for 6 years (Years at present address: 5+, 102). Their
household income is $145,000 (HHI: $75,000-$149,000, 103). They have one child, a daughter
who 7-years-old (Children: age 6-11 years, 94). Christine, her husband, and daughter vacation to
Cape Cod, Massachusetts once a year.

Christine is very personable, generous, and outgoing. She is very close with her family and
friends. She has previously bought Lindt chocolates as a gift for her daughter's teachers,
coworkers, and family friends. She enjoys shopping, reading, and spending time with her family
in her free time. The best ways to reach Christine are by using billboards, television
commercials, radio commercials, and internet advertisements. Christine sees billboards on her
drive to and from work between 7:00-8:00 a.m. and 5:30-6:30 p.m. (Outdoor III, 87). She also
listens to the radio on her morning drive (Radio: weekday 6:00 a.m.-10:00 a.m., 94). After
dinner, she enjoys watching television with her family between 7:00 p.m. and 10:00 p.m.
(Nickelodeon 127, TLC 106, ABC Family 130, CNN 90, E! 123). She spends a lot of time on the
Internet due to her career, so using banner advertisements and pop-ups will be in her reach
(foxnews.com 84, Gmail.com 126, NBCnews.com 84).

Godiva chocolates targets a consumer different than Christine. Godivas index values in this
consumer profile are higher than Lindts. Meet Camila, a 27- year old (Adults 25-54: 112)
Hispanic woman (Hispanic: 128). She graduated high school but did not attend college (Educ:
graduated high school 74). She is a receptionist at an office supply company (Occupation: sales
and office: 106). Her household income is $19,900 (HHI: <$20,000). She is not married, but has
a daughter that is 18 months old (Child age: <2 years 109). She lives in an apartment in North
Philadelphia. She shops at Walmart, Target, and Rite Aid.

She spends her time at home with her daughter and watching television. She reads magazines in
her free time. She sees outdoor ads on her commute to work on the subway. She gives chocolate
as gifts during the holidays as a small greeting to her daughter babysitters and to her family.

LindtMediaPlan2016 1
COMPETITIVE ANALYSIS

Ourgoalformarketingandmediaplanningistocreateacampaignthateffectivelytargetsthe
opportunityconsumer.Lindtissuccessfullyadvertisingtotheirstrongconsumer.Lindt's
strengthsaretargetingwomen,married,withaveragelifestyles(wellpaidjob,middlesized
family,nicehome).TargetingLindtsopportunityconsumerwillallowtheirmarkettoexpand
andsaleswillincrease.

GodivaisoneofLindtscompetitors.Godivahasastrongpresenceinthemarketofluxury
chocolates.Godivasellsboxedchocolates,chocolatebars,andgiftsets.Lindtsellsthesame
productstoasimilardemographic,butwithproperadvertisinghasthepotentialtoreach
Godivascustomerbaseaswell.

OurSWOTanalysisclearlymapsoutwhichdemographicsfallintoeachcategoryofconsumers.
Whilethroughout20132015someindexeshavedecreased,theoverallhighsremainthesamein
thestrengthscategory.Thereasonforsuchmaybetheincreasedadvertisingofcompetitor
Godiva.Opportunityindexesareamongthelowest,buthavesufficientpotentialtobeabsorbed
bystrengths.

Strength:WedeterminedthestrengthsbychoosingindexesthatwerehigherthanGodivaand
thecategorythroughout2013,2014,and2015.ThesedemographicsrepresentLindtsstrong,
reliableconsumer.

Weakness:TheseindexesaredrasticallylowerthanGodiva,andhavedecreasedthrough2013
2015.Thecategoryisstrong,butLindtisnowherenearassuccessfulasGodivainsometarget
audiences.

Opportunity:Theindexesfrom2015representanincreaseinpurchasesthrough2013,2014,
and2015.Godivastillhashigherindexes,butLindtisontherise.Thecategoryindexisstrong,
whichmeanstheopportunityforLindttogrowispresent.

Threat:Lindtsindexesthroughthe2013,2014,and2015eitherstayconsistentordecrease,
whileGodivasindexesareontherise.ThisisathreattoLindtbecausetheircompetitoris
advancinginthesecategories.

LindtMediaPlan2016 2

(Lindt/Godiva/Category)
*Basedon2015indexvalues
STRENGTH
Women1849(138/136/119)
Homevalue:$200,000$499,999
(119/112/106)
Race:White(107/91/97)
Maritalstatus:Nowmarried
(113/104/101)
Educ:graduatedcollege+
(140/137/104)
Occupation:Professionalandrelated
occupations(145/140/104)
Childage:1223months
(105/91/109)
HHI<$120,000(73/89/107)
OPPORTUNITY
Men1849(82/94/85)
Educ:nocollege(73/74/99)
Occupation:Management,Business,and
FinancialOperations
(129/157/97)
Childage:1217(119/121/105)
YearsatPresentAddress:14Years(110/
119/102)
Maritalstatus:Nevermarried
(94/99/98)
HHI$150,000+(131/152/104)
LindtMediaPlan2016
SWOTANALYSIS
WEAKNESS
Men2554(83/106/83)
Race:Black/AfricanAmerican
(45/87/89)
HHI$60,000$74,999(100/81/94)
Yearsatpresentaddress:<1Year(90/95/96)
CensusRegionWest(76/86/119)
Maritalstatus:Widowed/Divorced/Separated
(74/91/100)
Childage<12months(108/124/128)
Educ:graduatedhighschool
(59/74/98)
Occupation:OtherEmployed
(78/88/99)
THREAT
Adults2554(111/122/103)
Race:Hispanic(82/128/122)
Childage:<2:(99/109/116)
Educ:graduatedhighschool
(59/74/98)
Occupation:Salesandoffice
(107/106/103)
HHI<$20,000(73/89/107)
3
ThisSWOTanalysisishelpfulinfiguringoutwhereandwhentoadvertise.Advertisements
shouldbeplacedinthetopmediamarkets,specificallythenortheast.Outdoorandradio
advertisementswouldbeagoodopportunitysincethestrongconsumercommutestoandfrom
theirjob.Advertisingduringtheholidayswouldbeagoodideabecausethestrongconsumerhas
aspouse,children,andafamilyforwhichtheycanbuyLindtchocolates.

WhycertaintabswereplacedinspecificquadrantsoftheSWOTanalysis:
*Key:Lindt=Red|Godiva=Green|Category=Orange
2015|2014|2013inintervalsof3

Adults2554:
111 104 112 122 110 104 103 102 99
ThissegmentisathreatbecauseGodivahasrisenthroughout20132015.Lindtwasthe
leaderin2013withanindexof112,Godivafallingbehindat104.Lindtsufferedfrom
20132014,duetoGodivassurgeinindex.Lindtisregainingground,butstilltrails
behindGodiva.Thecategoryhasremainedsteadythroughoutthethreeyears.

Childage<2years:
99 123 106 109 155 145 116 108 107
ThisisathreatbecausebothGodivaandLindthavetakenhugehitsfrom20142015.
However,GodivaishigherthanLindtin2015.Thecategoryhasincreasedfrom2014
2015.Anotherchocolatebrandmayhavesurgedin2015thateffectedLindtandGodiva
inanegativeway.

NeverMarried:
94 105 80 99 110 106 98 97 94
ThissegmentisanopportunitybecauseLindtisincreasedgreatlyfrom20132014.They
tookahitin2015,butstillremainstrongerthanin2013.Godivahassimilarindexesfrom
20132015,takingaslighthitin2015aswell.Lindthasanopportunitytocontinue
growinginthiscategorysincetheyareclosetoLindtsindexvaluesandhaveshownin
thepasttheirabilitytosurgeinthisdemographic.

Widowed,Divorced,Separated:
74 84 93 91 82 73 100 101 93
ThisisaweaknessforLindtbecausetheyhavecontinuouslyfallenfrom20132015.
Godivahasincreasedfrom20132015.Thecategoryhasincreasedfrom20132014,and
remainedthesamefrom20142015.

LindtMediaPlan2016 4
MEDIA BUYS REPORT

Lindt chocolate is one of nearly 200 chocolate brands nationwide. They do not have a strong
brand identity. Their position strategy must be perfected in order to compete with strong brands
such as Hershey, Godiva, etc. A proper balance of all media components including both spot and
national media is required to make this campaign a success. The campaign will start in February,
due to high demand of chocolate for Valentines Day. They heavy advertising months will be
January, February, November, and December due to holidays. The other months will have
uniform national ads for maintenance purposes. This is primarily a spot campaign.

Television, radio, outdoor, and digital advertisements will be placed in order to obtain maximum
reach in select markets. With a budget of $30 million, media will be placed in the following
markets: Boston, New York, Portland, Philadelphia, Albany, Chicago, St. Paul, Burlington,
Miami, and Orlando. Lindt has 59 cafes in the US, primarily in those media markets, so the
population is aware of Lindts presence.

$3 million will be used in a spot campaign for the Lindt cafes. These advertisements will run on
spot radio, spot television, and outdoor in February and December, popular months for indoor
dining and chocolate. The media buys are chosen to target the strong and threat consumers.

Purchased:
- Net TV Prime and Early News/ Net Cable and Early Fringe: to gain national attention and to
target our consumer who watched prime time television before and after the work day
- Net and Spot Radio (morning and evening drive): our typical consumer listens to the radio
while driving to and from work on weekdays
- Outdoor: these advertisements will be seen during traveling, commuting locally, and
vacationing nationally
- Mens magazines: men who purchase chocolates for their spouse/significant other
- Womens magazines: women who purchase chocolate for holidays, as gifts, and for their
significant others
- Spot TV Prime and Cable: consumers in specific northeast markets will be heavily targeted
since they are strong consumers
- Syndicated: Advertisements will be seen and heard nationally to build client base is threat areas
- Digital National and Spot (targeted sites, social media): consumers are heavy Internet users due
to their professional careers and age. Placing ads on targeted sites and social media will create
exposure.

LindtMediaPlan2016 5