Magazine article Marketing

Awards for Excellence: Grand Prix

Magazine article Marketing

Awards for Excellence: Grand Prix

Article excerpt

WINNER Client: Green & Black's Agency: Brave 

To win the Marketing Society Grand Prix, it is necessary to show how marketing has driven a business forward by demonstrating a visible impact on the growth of the bottom line. Among this year's entries, there was no better example than Green & Black's.

With health issues to the fore in recent years, the UK chocolate market has been largely stagnant, with annual sales growth of just 0.5% in 2005.

Dominated by long-established brands with big promotional budgets, there has been little room for value or volume growth, particularly among the bigger players.

This backdrop makes the Green & Black's success story all the more phenomenal; its sales rose from pounds 4.5m to pounds 23m between 2002 and 2005, an increase of 411%.

The brand's marketing strategy has been at the heart of this impressive growth.

Prior to 2003, Green & Black's had enjoyed niche appeal but never progressed beyond its 1% market share. It was necessary to reposition from a worthy organic brand to a luxury premium offering and create a desire for dark chocolate in a market dominated by the milk variant.

Most existing consumers had 'discovered' the brand through word-of-mouth based primarily on its ethical credentials, but many people still perceived that by choosing organic chocolate, they would sacrifice taste. The marketing plan was to escalate awareness through word-of-mouth channels, creating a loyal consumer base, rather than adopt a broadcast communications strategy. …

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