Topping the competition with improved visibility

Challenge

The chocolate manufacturer believed that its Lindor range of chocolate bars, boxes and chocolate truffles were underperforming among New Zealand’s independent supermarkets. These owner-operated shops make up a large part of the New Zealand retail sales, hence strong performance in this channel is vital to success.

As it set out to turn Lindor into becoming the preferred product range in the country, Lindt & Sprungli (Australia) asked DKSH, whom it has worked with for the last 15 years, to help drive performance of some of the key Lindor products.

Approach

Building on its long relationship with the trade, DKSH specialists supported owner-operated stores with a promotion plan, in-store displays and product sampling. The three-pronged strategy to boost growth of the Lindor range included increasing distribution of core lines at eye level in stores, having bold and impactful displays at key gifting occasions (supported by nationwide commercial and online coverage), as well as in-store sampling campaigns.

Result

Lindt & Sprungli accomplished a significant increase in sales for the Lindor range, which allowed it to overtake its competitors as the leading brand for boxed chocolates in the independent channel.

With almost a 20 percent market share for boxed chocolates, Lindt & Sprungli’s Lindor sales in New Zealand makes it the second highest among the company’s global sales.