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BRAND POSITIONING

01

Brand Structure

The chocolate manufacturing company Lindt & Sprüngli has multiple brands within it's company brand structure. First of all, and most importantly for this analysis, there is the company brand Lindt. Beneath it, there are multiple regional brands as can seen in the image below.

Company Brand and Regional / Local Brands

Subproducts

and Subbrands

In the company structure one can also find a number of different products that are all handled with individual brands. Each product brand is arranged and designed to appeal to a different target audience. Lindt & Sprüngli try to cover the majority of the chocolate market with these segments. The graphic below shows a visualisation of the sub brands and gives some information on their individual positioning and the points of difference.

For this report we will not go into any more detail for the sub brands and instead focus on the official key brand of the company, Lindt.  

LINDOR​

  • “The smooth creation by Lindt”

  • Focus on tradition (created in 1949 in Switzerland)

  • Perfect, uniform, smooth consistency of the filling

  • Lindt OR (Or = french for “gold”)

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EXCELLENCE

  • “A symbol of perfection”

  • Equisite taste, aroma, elegant mouth feel

  • Complex chocolate, sustainable ingredients

 

GOLD BUNNY

  • “The icon of easter for more than 30 years”

  • Tradition

  • For all ages all over the world

  • Easter icon

TEDDY BEAR

  • Christmas “icon”

  • Affection, friendship, sympathy and love

  • Gifted to loved ones

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HELLO

  • Modern and innovative

  • Fun, humoristic, colorful

  • Creative

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CREATION

  • Multiple textures per product, elaborated flavors

  • Voluptuous sensation

POINTS OF PARITY

  1. Swiss - Origin Branding 

  2. Unique shape

  3. High Quality

  4. Festive Occasions 

POINTS OF DIFFERENCE

  • High Quality based on premium ingredients 

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  • Experience of company  & Tradition

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  • Exclusive: sold in own stores

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  • Premium - “Chocolate beyond compare”

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  • Luxury product

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  • Sustainable

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  • Passion

A brand's positioning is dependent on two things, Points of Parity and Points of Difference from competitors. 

We have analysed both for Lindt and displayed them below.

VISION

Create exquisite creations that delight young and old chocolate enthusiasts all over the world.

PERSONALITY

  • Masters of chocolate

  • Delicate and smooth

  • Tender and elegant

  • Passionate and romantic

  • Family oriented

  • Luxurious / High end

  • Unique

IDEA

High-end chocolate beyond compare.

VALUES

  • Premium chocolate created from expertise and far-reaching cocoa knowledge

  • Tradition meets thoughtful innovation

  • Traceable ingredients and sustainable production

  • High quality ingredients and production process

  • Chocolate as an art rather than a snack

1½ cups

Butter

Brand Model

02

03

POINTS OF DIFFERENCE / POINTS OF PARITY

04

THE ROLE OF THE BRAND LINDT

A brand can take up different roles for a consumer. It can minimise risk, provide social status or identity, express emotional value, fullfill functional needs, provide knowledge or quality assurance. Below you can take a look through all the roles Lindt plays for consumers.

SOCIAL STATUS / EXPRESSION

Made from exquisite ingredients with special care and attention by master chocolatiers, Lindt signifies high quality, reliability and luxury to its customers.

 

Consumer Value of a brand is developed from the perception of the benefits a brand provides versus the price a consumer has to pay for consuming it. Price doesn't necessarily mean "monetary value" but emotional value, time and energy application and many more personal factors.

05

VALUE

PERCEPTION

BASED ON

SURVEY RESULTS

Lindt established customer value mainly through it's product. It differentiates on the experience of consumption which incorporates the emotional value that the brand provides and achieves industry-par levels in all other categories.

06

BRAND ASSOCIATIONS

UK Consumer

Opinion of Lindt

A brand can take up different roles for a consumer. It can minimise risk, provide social status or identity, express emotional value, fullfill functional needs, provide knowledge or quality assurance. Below you can take a look through all the roles Lindt plays for consumers.

Main recognition associations

  • Best taste of chocolate

  • International brand

  • High quality product

  • Sophisticated brand

  • Always noticed on shelf

  • Luxury product

  • Premium / attractive packaging

  • Consumers are proud to be associated with it

5 Stunning Places Every Jetsetter Should Visit

  • Best taste of chocolate

  • International brand

  • High quality product

  • Sophisticated brand

  • Always noticed on shelf

  • Luxury product

  • Premium / attractive packaging

  • Consumers are proud to be associated with it

  • Chocolate

  • Christmas

  • Smooth

  • Lindor

  • Creamy

  • Dark

  • Balls

  • Quality

  • Sweet

  • Beautiful

5 Stunning Places Every Jetsetter Should Visit

  • Chocolate

  • Christmas

  • Smooth

  • Lindor

  • Creamy

  • Dark

  • Balls

  • Quality

  • Sweet

  • Beautiful

These are the top associations with Lindt in the UK consumer market in 2015, according to a study by Ipsos 2016.

Primary research conducted by K13 revieled these main associations made by consumers when being confronted with the Lindt logo and a picture or Lindor chocolate.

PERCEPTUAL

MAPPING

07

This perceptual map shows how Lindt is perceived in comparison to main competitors in terms of quality and price.

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