Hello everyone !
I hope you’re doing well. But I’m sure you do. You know why ? Because you have to eat your advent calendar chocolate everyday, and this the best way to start a good day right ? Speaking of that, I wanted to tell you a little story you might find kind of funny. Each year I tell my mum and dad I want an advent calendar for christmas. And each year I have the same reactions ; tender from my mum, laughs from my dad. But this year my funny daddy find a new way to tease me. After I requested my advent calendar, he sent me a text saying that this year, no problem, he will buy me my little treasure and that I will find it on the table when I’ll get home. I was so happy guys ! But guess what ? When I get home, there was no advent calendar on the table.. You want to know what there was ? A chocolate tablet with numbers written on each square.. Yes.. I know what you’re thinking.. Why such cruelty ? My dad was so proud of his joke.
This was the anecdote of the day. But why am I telling you this ? Because today, I want to talk to you about chocolate tablet ! France is the 7th consumer-chocolate country. In France, 97% of people eat chocolate at least once a week (I am much more above that average !). And french people are mostly consuming chocolate tablets (32% of sales and 132,100 tons in 2014). Chocolate tablets are the easiest way to consume chocolate ; with coffee or tea or just for the pleasure to eat one square at a time (or three or four.. up to you !). Chocolate tablets also represent a huge range of choices ! Just think about chocolate displays in supermarket ! There is one for everyone’s taste ! And you can pick your favorite to give you a personal pleasure. This is actually the idea chocolate tablets are associated with. Brands like to show us they can give us what we prefer in chocolate : whether it is a 70% cocoa black chocolate, a mint flavored chocolate or even a filled caramel chocolate. Chocolate tablets are representative and dedicated to personal consumption and thus, to personal pleasure (have you ever offer a chocolate tablet ? I don’t think so !).
Thus, if you think about the number of chocolate tablets available for consumption you’ll realize that branding has a significant role to play in segmenting and targeting consumers. The chocolate tablet is very segmented. There are different type of tablets ; black chocolate, milk chocolate, flavored chocolate.. Then there are different ranges ; premium, families, kids, cooking,.. And finally, there is also a distinction between chocolate tablets according the cocoa concentration (80%, 70%,..). Indeed, there so many different tastes and types of chocolate tablets ; how do brands differentiate themselves ?
Let’s now go deeper in details and analyzes some of our favorite chocolate tablets brands. Among the most famous and bought chocolate tablets are the brands Lindt, Côte d’Or, Nestle and of course, Milka. But how are they different ? What are their brand strategies regarding the tablet sector ?
Lindt
Lindt appears to be the favorite chocolate of the 55 years-old and above. This actually corresponds to its brand strategy. As a general strategy, the brand positions itself as a premium brand, knowing how to reveal the real taste of chocolate. Lindt branding relies on traditions and customs regarding all its chocolate products. But the brand also remains one of the favorite of French customers regarding chocolate tablets. Conserving this image of Swiss master chocolatier, the brand finds its strength somewhere else ; innovation. Lindt is a master regarding savor novelties. Each year you will be able to discover new chocolate associations through new tablets (Crème brûlée, Rocher, Mint,…). The brand is very successful thanks to the variety of savors it offers. Here is its power : a premium chocolate with a large range of flavor association. The brand likes to be perceived as a refined and elegant brand that produces chocolate (tablets) in the respect of traditions.
Côte d’Or
Côte d’Or could be seen quite similar to Lindt. But if you look at the brand strategy in detail you’ll figure out that the two brands are not the same. Côte d’Or is the first brand bought regarding chocolate tablets. The specificity of the brand lies in the fact that its tablets seduce people of all ages (from 35 years old to 55 years old and above). Unlike Lindt, Côte d’Or do not promote a refined and sophisticated chocolate. And this is where the two brands are very different. Both of them promotes a tasteful chocolate but Côte d’Or insists on the natural taste of the chocolate. In each advertising, the brand puts forward the real taste of chocolate, promoting the african origins of chocolate. The brand wants to show its chocolate has been extract from its purest source and its taste has not been modified. This is revealed in its TV spot for instance (here or here). In terms of chocolate tablets, the brand also plays on innovation but more regarding textures than savors. The brand has positioned itself as a multi-textured brand with different ranges such as « Pralinés », « Blocs », « Fourrés »,.. More than 25 tablet references are offered to fit everyone’s favorite chocolate texture. Côte d’Or like to promote an authentic and intense chocolate, playing with texture.
Nestle
Nestle strategies regarding tablets was first to target the cooking segment of the market. But the brand decide to launch a new ranges of quality tablets : Nestle Grand Chocolat and L’Atelier. Here the brand hopes to conquest adults since the brand is mostly consumed by the 18-34 years-old. With Nestle Grand Chocolat and L’Atelier, the brand wants to remember its consumer its premium positioning by promoting a simple but more modern and luxurious product.
Milka
Finally, let’s mention the success of one of the favorite brands one the market : Milka. The brand is mostly famous among young people (18-34 years-old). Milka’s positioning is very different from its competitors. More oriented towards families and kids and promoting tender through is products, the brand mostly relies on its loyalty customers and the originality of its products. Champion of co-branding (Tuc, Lu, Oreo,..) Milka offers a various range of original mix in tablets. No need to focus on savors or textures. The brand is also a specialist of what we call brand-stretching. To extend its presence on the tablet market, the brand benefits from its notoriety and thus can launch original products.
As you can see, the chocolate tablet market is much more wide than we could think. Thus, a strong brand strategy is necessary to be clearly positioned on the market. Different brands with different strategies fight for more market shares. Truth is, all of them understood the necessity to offer a large ranges of tablets to answer everyone’s needs and envies. As far as I am concerned, my favorite chocolate tablet is the simple black Nestle for desert. And you ? What’s your favorite chocolate tablet ?
Chloé DEFRANCE
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