25OCT2009_Analysis

Five Analysis:

Click for the original size.

22OCT2009_Division of work

Surely, each of the groupmate can help thinking of ideas to others.


Printed advertisement - Boris and Ray
TVC (storyboard) - Fai
Campaign - Tszho

21OCT2009_Idea Development_TRIAL

Trial:

The picture only emphasizes the triangular part by using the contrast of colour.

_____________________________

Comment:

The mood of the poster is good.

Should try more execution.

21OCT2009_Idea Development_TRIAL

Trial:

Comment:

We should use a series of poster, so that the idea "everywhere triangle, everywhere Toblerone" can be stood out clearly.

16OCT2009_Ideas development

My idea_Red triangle:



Two methods:

1. Using a triangle to represent the place(thing)
2. Adding a hollow triangle to cover it
   

Comment:
Black and White colour or Colour photo should be used?
What if a triangle replace the "building"?
It shows the idea of "everywhere triangle, everywhere Toblerone".

16OCT2009_Ideas development

My idea_Toblerone represents the food:


Comment:

• Black and White colour or Colour photo should be used?
• The second idea cannot stand out the idea. (It looks like a kind of dessert, rather replacing the cheese cake.)
• The third one is good because it looks like Toblerone is growing from the stawberry plant.

16OCT2009_Ideas development

A simple idea using a well-know story >>>Hansel and Gretel "糖果屋"
Comment: It is not related to the position.

16OCT2009_Ideas development

Ideas from groupmates:

Fai(TVC):
A man just wake up, and he discover that everything around him is becoming triangle one by one. Outside his home, the same situation! Lastly, the camera zoom out (the shot). It shows that the earth is eating Toblerone.

Comment:
We should focus more on the man because the man is missing at the end of the TVC.


Ray(Internet Activity):
Asking people to send photos which contain triangle, and give them a bar of Toblerone if they can send 50 photos to us.

Comment:
It is a great activity to grab people attention. However, it is better to hide Toblerone because it will give a surprise to everyone.

Boris(TVC):
Students are using triangular highlight-pen to draw something on a piece of paper. After they leave, the paper shows a bar of Toblerone. That is, those students are using triangular highlight-pen to draw the triangular Toblerone.
(Same situation for the music conductor)

Comment:
The idea is a bit boring, and it is suggested that the highlight-pen can be another shape or can be shown lately in the TVC. In short, the highlight-pen should be presented later.

12OCT2009_Ideas development

Using BEFORE and AFTER method:




_________________________________
About the printed ad (poster):
It can't easily show that "everywhere triangle, everywhere toblerone".
However, it is good to use "before and after" method.

About the TVC:
The idea is a bit boring. If this idea is used, we should think about the method of shooting this TVC. That is, it is suggested to use a creative angle, shooting method to present the idea.

09OCT2009_After the presentation

Few points to improve the presentation (some skills)

• It's good to tell people the position of competitors
• Anythings that our company missed should be told to people (eg. no printed advertisement)
• Using evidence to support the points, sounds more "factual"
• When telling the bad points of others, evidence should also be shown
• Our own CHARACTER
• the order of the powerpoint should be rearranged.

_____________________________________

**POINTS TO ADD:

• Correct/ accurate
• Rich (content)
• Clarity
• Good organization/ Balance
• Cooperateive
• In-depth
• Personal opinion/ Point of view
• Original/ Creative
• Conclusion
• Unity
• Analytical
• Aesthetic
• Convicting
• Presentation Skill
• Attitude

06OCT2009_Points for the presentation

Points for the cue card:

______________________________

Short introduction for the company:

• Jame L. Kraft
• Kraft Cheese
• Business becomes bigger and bigger
• In US, the number ONE
• In the world, the 2nd

______________________________

• Selling cheese, biscuit, salad dressing, and etc
• Of course, TOBLERONE

______________________________

Short introduction of the chocolate market

• 1st, milk chocolate
• 2nd, milkchocolate with nuts

______________________________

Where is the chocolate's birthplace?

• UK, the USA, Germany,etc
• the most famous, Switzerland
• Toblerone is made in Switzerland
• (Ask people)

______________________________

Something about the market:

• 100g = $7.6-$178.1
• the range is quite large
• Our position is around $20-$30
• GODIVA, the premium chocolate, is not our direct competitor.
• Difficulty is the large amount of competitors
• >50

______________________________

The chocolate trend:

• Fair trade
• Pure
• Healthy
• "JUST FOR ME"
• Value

______________________________

SWOT analysis

• "強弱機危綜合分析法"
• Strengths
• Weaknesses
• Opportunities
• Threaths
• It is a objective based research
• For making decision, planning the development and position.

05OCT2009_Division of presentation

Powerpoint

Page1-3 Ray
Page4-7 Tszho
___________________________
Website Boris+Ray
Product > History > Product
___________________________
Page8-15 Tszho
Page16-20 Boris
Page21-25 Fai
Page26 Tszho
___________________________
Creative Brief
-Objective Fai
-Target Audience Fai
-Positioning Ray
-Support Ray
-Medium Boris
-Tone and Manner Boris
___________________________
Page27-36 Tszho

28SEP2009_Triangle everywhere

Since our positioning is "Everywhere triangle, Everywhere Toblerone.", we have to find some evidence for supprting this position.


We can find triangles everywhere:

28SEP2009_TVC

Here are the TVC of the Competitiors

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Here is the TVC of TOBLERONE