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IVORY SUCCOUR.
www.ivorysuccour.co.uk www.twitter.com/IvorySuccourwww.facebook.com/IvorySuccour
Monday, 20th April 2015
Presented by:
Peter Charters, Lewis Burton, Conor
Chadwick, Jake Parsons, Bryony Finch
and Nicole Gee
Proud to support: Responsible Cocoa and World Wildlife Fund

IVORY SUCCOUR.
• Cocoa loco
• Sustain
• Cocurrent
• Origins
• Ivory Succour
• Wise choice
• Unforgettable
• Unforgettable quality
Brand

IVORY SUCCOUR.

IVORY SUCCOUR.
USP
• Ethics
- Responsible Cocoa
- WWF
• Bar
- ‘On the go’ range
- Coffee shops
- Supermarkets
- Niche Market
- Wax Stamp

IVORY SUCCOUR.
• Profile:
• Male
• 25-50
• AB socioeconomic group
• Earning upwards of £30,000
• Psychographic:
• Health conscious
• Physically active
• Concerned with the environment
Customer Characteristics

IVORY SUCCOUR.
Social Media

IVORY SUCCOUR.
• Wanted to create a premium product with a niche
• 21% of A/B market eat chocolate daily compared to only 10% in group E
(Mintel 2014)
• Wanted to target people passionate about high quality chocolate and
sustainability.
• Dark chocolate chosen opposed to milk or white as it’s healthier. 67% of
our target market are concerned about sugar intake. Compared to only
55% of C1/C2 & 50% of D/E
Why?

IVORY SUCCOUR.
Targeting the Health Conscious
• Dark chocolate can have 50% less sugar than milk
• 71% of adult consumers believe companies should do more to reduce
sugar in food and drink products (Mintel 2015)
• Ivory Succour will use natural sweeteners and less saturated fat to create
an overall healthier alternative to what’s already out there
• Growing number of type 2 diabetes and obesity means companies should
act more responsibly and continue to offer commercial yet ethical product
choices

IVORY SUCCOUR.
Positioning
• Premium
• Commands a price of £2.25 for 100g bar
• Competitors include Green & Black’s and Lindtt
• Ethical product supporting 2 charities – WWF Save the Elephants and
Cocoa Sustainability
• Sensible yet fun product, designed to appeal to smart, working class
professionals with high disposable income

IVORY SUCCOUR.
Scheduling
• Release date of the 14th of September
• 2 year gantt chart
• Plan on using a pulse schedule for the 2 year period
• Online presence from 1st of August 2015
• Teaser adverts prior to launch
95% of chocolate consumers consume block chocolate between October and December (Mintel 2014b)

IVORY SUCCOUR.
Scheduling – Print Adverts
• Our primary advertising vehicle
• Prior to release will be teaser adverts
• Attempt to create “voluntary word of mouth marketing” (Fill 2011: 47)
• Using it for drip format after release and target impulse purchasers
1 in 3 chocolate consumers eat chocolate to “boost their mood” (Mintel 2014b)

IVORY SUCCOUR.
Scheduling – TV Advert and Sponsorship
• Our secondary advertising channels
• Use for the burst elements to target seasonal festivities
• Overlap to increase number exposures around peak periods of the year
“More exposures help us rise above the competitor noise” (Chunawalla 2008: 137)

IVORY SUCCOUR.
• Ofcom said UK adults spend an average of eight hours and 41 minutes a day on a media device (Miller 2014).
• 49% of households own a smartphone (Deloitte 2014) we decided not to create a branded ‘app’ because the
older demographic which make up our target market own fewer phones than younger generations (Statista
2014).
• 73% of UK respondents to Deloitte’s survey had a social media account. For Ivory Succour it is essential to
have a social media presence which is based around consumer interaction rather than sales promotion
activity.
Media Consumption.

IVORY SUCCOUR.
The two media sources that we have chosen to advertise through are: print media and
television advertising.
• Television advertising has a massive reach and specifically targets different consumers
(Yeshin 2011). We will hold two advertisements, one regular 30 second advert and a
shorter 15 second sponsorship of the ‘African Cup of Nations’ football tournament.
• 80% of respondents say they read a newspaper online or in print (Deloitte 2014).
Printed advertising gives high coverage at low cost. –
• We believe that if the readership of our chosen magazines or newspapers match that of
our target market we have achieved efficient targeting.

IVORY SUCCOUR.
(Ofcom - http://stakeholders.ofcom.org.uk/market-data-research/market-data/communications-
market-reports/cmr13/tv-audio-visual/uk-2.78 2012)
- Our sponsorship occurs on
the channel ITV4 which has
the right age demographic
that we are targeting
however is more male
orientated than we believe
our customer base will be.
- We will offset this by our
print media and regular
advertisement being more
pleasing for both genders.

IVORY SUCCOUR.
We thank-you for listening today.
We will be happy to take your
questions now.

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