Chocolate. Eye. Opener (c.e.o.)

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Running head: CHOCOLATE. EYE. OPENER. – C.E.O. 1

Final Project

Week #7

Christopher Hernandez

Post University

October 7, 2019

CHOCOLATE. EYE. OPENER. – C.E.O. 2

Executive Summary

This IMC program for C.E.O. is designed to bring brand awareness and brand recognition.

C.E.O. is a caffeinated chocolate candy bar entering the candy bar sector. It will be a high-end

candy bar that will provide as much caffeine as a cup of coffee. C.E.O. will erase the taboo of

having candy in the morning and will replace a consumer’s morning or afternoon cup of coffee.

The target market is millennials, Gen Xers: innovators and experiencers. The C.E.O. slogan will

be “The 9 to 5ers favorite caffeinated chocolate bar” as that will be the key demographic.

Advertising locations will include job fairs and college graduation ceremonies with sponsorship

in both areas. Tradition media will be television, radio, newspaper and magazines with a focus

in each to have a high recall rate. Social media will start off with a C.E.O. dedicated website and

a Facebook page. Both sites will allow consumers to register which will help in building a

customer database. Alternative marketing will include buzz marketing and experiential

marketing. Word of mouth marketing will be important as the C.E.O. rolls out and will start

with employees, families and friends. Registration on the website and social media pages will

allow for a brand loyalty program to develop. Coupons and contests will bring consumers to the

website and social media pages continuously due to its humorous content and will aid in building

brand loyalty. A proactive approach will be utilized to offset negative media with sponsorship in

local sporting events. Evaluation of this program will be through message and online

evaluations using ad tracking and click-through rates. Ad tracking will determine recall ability

and click-through rate will measure online consumers. Brand awareness and brand recognition is

the ultimate goal.

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Part 1

In Part one, introduction to the Chocolate. Eye. Opener. a caffeinated chocolate candy bar

will be presented. The Chocolate. Eye. Opener will be referred to as C.E.O. throughout this

briefing and in advertising. The C.E.O.’s product label and logo will be revealed. As well as a

competitive analysis of several caffeinated candy bars currently on the market and how the

C.E.O. will handle the competition. Finally, a brief overview of the design of the logo and what

the product label will look like and why.

Product Selection & Category

The C.E.O. is a “high end” dark chocolate candy bar filled with coffee beans to give it a

caffeinated boost. The product will be named C.E.O. because the acronym is already

recognizable and will be geared toward consumers who work a 9 to 5. As with almost all 9 to 5

jobs a CEO is present within their hierarchy who leads a company and is essential to the

company’s success. When the consumer eats the C.E.O., it will lead their day and will be

essential to the consumer’s success by keeping them alert and ready to impress their CEO. Each

word will have a period following it to emphasize the importance that each word stands alone.

Chocolate is the foundation of this candy bar. Eye this candy bar because it stands above all

other caffeinated chocolate candy bars. Opener is a statement to open the package and consume

the product now. The C.E.O. will be advertised as a morning alternative to a cup of coffee and

an after lunch “pick me up”. The C.E.O. can and will replace a consumer’s morning cup of

coffee especially for those running late and do not have time to brew a cup of coffee. This

sophisticated caffeinated chocolate candy bar will be viewed as more than a candy bar. The

C.E.O. will be thought of as delicious cup of coffee that does not spill on your shirt as you rush

to work. The taboo of eating candy in the morning will be no more at least not with the C.E.O.

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Eating a candy bar in the morning will become socially acceptable because the C.E.O. is not just

a candy bar; it is a cup of coffee that will not spill.

Company Name

Chocolate. Eye. Opener.

Competitive Analysis

Three products currently on the market offering a caffeinated candy bar are VERB

caffeinated energy bites, Eat Your Coffee caffeinated snack bar and Awake caffeinated chocolate

candy bar. Business Insider has listed all three on their “10 delicious caffeinated snacks to

replace your morning cup of coffee”, stating Awake offers caramel and dark chocolate flavors,

Verb provides “…energy boost without the usual crash or jitters.”, and Eat Your Coffee allows

for people to “…spent more time on the trails and less time making coffee every morning (Chen,

2018).

While these candy bars have certain attributes, the C.E.O. will have all these attributes

present which will make it a step above the others. C.E.O.’s debut flavor will be dark chocolate

due to dark chocolate’s health benefits which include preventing memory loss, improve mood,

various nutrients and can help with weight loss, (Brooks, 2019). However, the following flavors

will premier along side dark chocolate: caramel, milk chocolate and white chocolate to provide

the consumer with a variety of options. The C.E.O. will be made with ingredients that prevent

any sugar crash or over caffeinated jitters. And the C.E.O. will be marketed as a replacement to

morning and afternoon cup of coffee with slogans, “No coffee spills when your morning start

with the C.E.O.” and “After lunch slumber? The C.E.O.’s got your back”. Lastly, the packaging

of the product will set the C.E.O. apart from other caffeinated candy bars. The C.E.O. will be

wrapped in a gold tin foil to lock in the fresh aroma of the chocolate and then wrapped in a dark

CHOCOLATE. EYE. OPENER. – C.E.O. 5

brown paper with the C.E.O. logo in gold on the front. The packaging will be similar to Godiva

with the quality aiming at an upscale clientele. Whereas all three caffeinated candy bars

previously mentioned wrapping is reminiscent of a candy bar in general, the C.E.O. wrapping

will state that it is not your ordinary candy bar but a step above.

Company Logo

The C.E.O. logo will be gold to signify it is rich in value and rich dark chocolate. The

cup of coffee with the coffee beans next to it will inform the consumer this product is a coffee

equivalent. The E will stand out because it will catch the eye as the E stands for eye. The

lightning bolt through the O is ultimate logo and will be the focal point when advertising. The

lightning bolt through an O will become synonymous with the C.E.O. candy bar.

Part 2

In Part Two, the market segmentation groups will be explored and what approaches

marketing can take to advertise to these groups. Additionally, an approach to product

positioning will be reviewed and how the brand can soar in an arena filled with caffeinated candy

bars. Finally, a budget will be reviewed and loosely set.

Segmentation Process

Primary target market is demographic in particular millennials with income. Millennials

now account for 44 percent of U.S. coffee consumption (Reiter, 2016). C.E.O. will capitalize on

this by introducing coffee drinkers to a spill free way of having their coffee when they are on-

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the-go. With millennials always on the move and the rush to get to instant gratification C.E.O.

will deliver them the opportunity to have coffee anytime and without worrying about a spill.

C.E.O. is convenient, cheaper than a latte and delicious. Seeking out millennials with income or

basically millennials with a career ensure that the price of this caffeinated chocolate bar is within

their means. Because the cost will be greater than a candy bar which will make other candy bars

more enticing however C.E.O. is cheaper than a latte which makes it a bargain. Millennials with

income will understand the reasoning of this pricing and will be mentioned in advertising.

Secondary target market is Gen Xers with segmentation in psychographics.

Psychographics group innovators whose purchases reflect cultivated taste for upscale products

and experiencers who are impulsive consumers. C.E.O. will be marketed toward those who are

successful and sophisticated and innovators is the definitive target market after millennials as

whole. C.E.O. will be an upscale candy bar like latte to coffee. Innovators will value that the

C.E.O. is cheaper than a latte but classier than a candy bar. To catch others in particular

experiencers, the convenience of C.E.O. will entice impulse buyers. Those who want coffee but

cannot wait, those that in a split second crave caffeine and those that have a couple dollars in

hand right now. Experiencers will love convenience of this impulse buy.

Approach to Positioning

The approach to positioning will be the C.E.O. product attributes as discuss previous.

The products ability to provide a cup of coffee in a solid form with no spills or mess. The

delicious rich dark chocolate combined with the coffee beans to provide a smooth texture and

easy consumption. An upscale quality taste at a price that will leave your pocket still full.

Another approach to positioning is using competitors to market the C.E.O. By showing the

consumer what other caffeinated candy bars feature can all be found in C.E.O. It will show the

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consumer that the C.E.O. is a one stop shop when it comes to chocolate and coffee. Price-quality

relationship will also be an approach to positioning but only to show that for the price of the

C.E.O. the consumer is receiving so much more than just chocolate and coffee. They are

receiving freedom from spills, freedom from waiting on coffee to brew, indulgence in rich

creamy dark chocolate that is healthy for them and a one stop shop when compared to other

products in its category.

Budget Setting

The budget will set to meet-the-competition budget due to this being the first year the

C.E.O. will be on the market. The budget will be based off VERB caffeinated energy bites, Eat

Your Coffee caffeinated snack bar and Awake caffeinated chocolate candy bar annual budget

from the fiscal year 2018. Although C.E.O. will be slightly more in price in comparison to these