Brand management : Study of an International Brand

Résumé du document

The opinion leaders that Chupa Chups uses as endorsers for its products can be anyone who is famous regardless of age. These include erstwhile footballer Fernandez, the former trainer of the Paris Saint-Germain ,who endorse Chupa Chups through public consumption, and who, during his reign as coach of the Athletic Bilbao, sucked on Chupa Chups in order to restrain himself fromsmoking.

Opinion leaders are appropriate targets for inspirational cool brands like Chupa Chups owing to their positive role in dictating new trends that are initially exclusive and their ability to demonstrate that Chupa Chups is a brand not only for children.

Scientists differentiate between Nutritive Sucking and Non-Nutritive Sucking. Nutritive Sucking (NS) is directly related to nutrition and the absorption of essential nutrients. Together with the chewing process, sucking helps absorb the nutritive components of food. It is the absorption of these nutrients through the walls of the mouth that contribute to a quick feeling of fullness.

Non-Nutritive Sucking (NNS) is not directly related with a nutritional need but serves a more psychological purpose as it contributes to a feeling of warmth and security.In both cases, sucking is a natural, normal and healthy reflex and it is in fact necessary behavior for very young children and babies. Sucking on a Chupa Chups lollipop may be related with both types of sucking, but especially non-nutritive.

The main healthy elements of this candy are Isomalt and Vitamin CIsomalt has the same volume, texture and appearance as ordinary table sugar. This means that products which contain Isomalt do not lose out on the sweet taste that sugar normally provides products such as hard candy and lollipops. Isomalt helps prevent tooth decay and reduces the formation of plaque and has a lower caloric value compared to ordinary table sugar.

Tags: Brand Management, Brand Image, Chupa Chups nutritive value

Extraits

[...] We will promote employee pride through personnel development, dedication to customer satisfaction, and upholding our shared values.” 2.2 Vision It is the so called “Entertainment for Every mouth, Everyday with Passion, to create superior customer satisfaction, Pride in our role in society, while enjoying our work and Performance, in our quest for phenomenal results.” 2.3 Positioning statement Chupa Chups wants to target: Kids as they are supposed to be the ones that eat more sweets. The web site entirely reflect that strategy: it is very attractive for them, with a lot of colours, animation and funny games and chat rooms. Adults too. Indeed, even if lolly pops are sweets and supposed to be consumed by kids, chupa chups targets at the adults too by giving to chupa chups a young, trendy, provocative image. Advertising campaigns often show stars like Michael Jackson, Ronaldo, Madonna sucking a Chupa Chups. [...]

[...] Today it makes 90% of its turnover out of Spain. Headquarters Production center Subsidiaries and Joint Ventures Offices A globalocal approach Today it has a globalocal approach to each market. The brand is global and the products are local. In fact, Chupa Chups is one of very few brands in the confectionary sector that is global. There are many geolocal brands in that sector but very few that are global Here are some differences in the product marketing, for a same Chupa Chups product cremosa C Chupa chups Russia insist on the practical values of the Chupa Chups, do not stick, individual packaging Chupa Chups USA: classical packaging, picture of the lollypops the brand is put forward, the packaging insists on the notoriety of Chupa Chups Chupa Chups Mexico: a lot of images, colours, much more appealing than the others, insists hedonic values, pleasure and sensation Specific market difficulties China is a huge market for Chupa Chups. [...]

[...] And for many consumers of CC the brand has become a friend of their normal environment. The brand gives consumers emotion, variety, surprise, distinction, pleasure and quality Brand Loyalty Consumers are quite loyal to the brand. Chupa Chups has a strong notoriety in its field and they are ready to pay a bit more for the quality of a Chupa Chups lollipop. Moreover the brand loyalty is built during the childhood and so kids that ate chupa chups keep eating it when they are adults. [...]

[...] Even the two logo are very different: Round letters, pastel Colours, no drawing colours, a Capitals, bright smiling bear Lamy Lutti Lamy Lutti is another main competitor in the European market. It is quite successful in Europe and has a very technical and high quality approach to the confectionery market. It is specialized in chocolate and has one range of sweets for children and one for adults, unlike Haribo and Chupa Chups that are supposed to be 7 for everybody. It has some lollipops, that of course, does not have any notoriety. [...]

[...] Brand management : Study of an International Brand 1 Brand Identity 1-1 Figurative elements The Product Material and Colours The aspect of the Chupa Chups lollipop is based on two main elements: a round sweet and a stick The round sweet. Adaptable to any mouth, this is the perfect size and shape for sucking. When the lollipop is swirled around in the mouth, it gets the taste buds busy and enhances the flavour tremendously. The sweet has a double lollipop wrapper and a fancy flow pack ensure that the flavour, freshness and goodness are sealed in so every Chupa Chups lollipop is as delicious as the last. [...]