Extract
[...] There are also competitors who position themselves on niche markets (organic confectionery, halal, kosher, etc.). These actors have communication strategies that directly target their specific targets. Finally, new competing actors have recently emerged: "free-from" confectionery (palm oil-free, dye-free, preservative-free, gluten-free, lactose-free). These confectioneries use their labels and the "health and ecology" aspect in their communication strategy. 2.4. Needs of your targets Needs of epicurean consumers Pleasure shopping, festive shopping, exceptional tastings, rewards, gifts, holiday periods (Christmas, Easter, etc.), pastry making." 3. [...]
[...] The communication problem 4.2.1. Strategic Response 4.2.2. Situation 4.2.3. But 4.2.4. Problematic 4.3. The axis of communication 4.3.1. Target 4.3.2. Tone of the discourse 4.3.3. Axis of communication 5. The Communication Plan (Strategy and Planning) 5.1. Positioning 5.2. The Reconnaissance + Transparency" 5.2.1. Partial Reconnaissance partial 5.2.2. Transparency 5.3. [...]
[...] - Tactic Recognition + Transparency - Tactic Pre-communication + Seasonality Effect 5.2. Recognition + Transparency 5.2.1. Partial Recognition This strategy consists of not denying the evidence ('candies in general contain sugar, those of our House also») all while preserving its image and DNA Recognize the effects of sugar, but stay on course by explaining what differentiates you from the daily consumption of sugary products (hidden sugars in savory products, 'bad' sugars, invisible and tasteless sugars, etc.) This strategy will then allow you to assert the "pleasure and festive" dimension, thus exceptional and special, of this consumption. [...]
[...] Context Within the framework of the PNNS 2019-20231, The Ministry of Solidarity and Health launches a public awareness campaign to warn consumers of the harmful impacts of sugar on their health. 1.2. Brief client The Saint-Sylvestre Confectionery seeks our advice on communication. What strategy to adopt to mitigate the fallout of such a citizen awareness campaign? 2. Presentation of the Saint-Sylvestre Confectionery 2.1. History Founded in 1985 by Marcel Santini, in the Corsican village of Sorevia, the Saint-Sylvestre House produces and distributes high-quality confectionery in Corsica and internationally. [...]
[...] The 'catastrophe' scenario to avoid - The Ministry of Health launches its campaign against sugary products in October 2019 (supports: media, social networks, points of sale, school awareness, etc.) - Consumers who bought sweets to satisfy a 'pleasure' need are turning away from sugary products in favor of fatty products (the portion of the monthly household budget allocated to pleasure purchases does not decrease, but changes in nature). - Saint-Sylvestre Confectionery is losing customers and sales. The average basket (in volume and value) is decreasing and the customer ticket (order frequency) is also decreasing. In the end, the House's turnover is decreasing in the 4th quarter. 4.2. The communication problem 4.2.1. Strategic Response It falls within a 'crisis' communication. [...]
