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Topping the competition with improved visibility

In the face of tough competition in New Zealand, Lindt & Sprungli decided it needed to focus on delivering better product visibility, improving distribution and developing more effective promotional campaigns. We supported them to do this.

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Fast Moving Consumer Goods

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Distribution and logistics, Marketing and sales

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New Zealand

Since its establishment 170 years ago, Lindt & Sprungli is today recognized as a market leader for premium quality chocolate, offering a large selection of products in more than 120 countries.
The Switzerland-based company, which reported sales worth USD 4.1 billion in 2016, has been collaborating with DKSH in markets such as Hong Kong, Macau, China, Taiwan, Singapore and New Zealand.

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.

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