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Ritter Sport

Brand Presentation
by

Lutz Geil

on 4 October 2014

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Transcript of Ritter Sport

1. Brand history
2. Brand logo
3. Brand essence
4. Brand identity
5. Brand image
6. Brand management
Agenda
Brand History
Brand management
Brand essence
Brand logo
Band identity & values
Brand Presentation
Brand image
1912
1952
1983
2012
Ritter Sport
Thank you for your attention
Environment
Tradition
Company
100 Years Ritter Sport
330 Mio € Turnover
7 % of chocolate business
800 Employees
90 Countries
1932
Company´s founding
Alfred Eugen Ritter
Confectioner
Moving from Cannstad to Waldenbuch
1932 fist square chocolate
Alfred Otto Ritter
Alfred Theodor Ritter
Marie Hoppe-Ritter
Alfred Eugen Ritter & Clara Ritter
Idea with the square (1932)
Chocolate bar that fits into a sportjacket pocket.
Ritter
Sport
Big bold block letters
square frame in gold or white
Vision:
Mission:
Objectives:
Portfolio:
25 different products
60.000 tons
100g Ritter Sport
250g Ritter Sport
Ritter Sport Mini
Choclate Cube
The faith and love of good chocolate is part of the tradition of Ritter.
continuous improvement through high quality chocolate.
penetration of new markets.
expansion in existing markets through communication.
independence for short decisions on market developments.
Essence:
square - convinient - good
Quality in a square
colour advertisement
kink packaging
The trick with the kink
(Der Trick mit dem Knick)
The ploy with the bag
(Die Masche mit der Tasche)
Fairtrade
Bio
Portfolio
seasonal products
event products
Museum
Flagshipstore
Onlinestore
Schokopedia
family company
equal opportunities
management culture
company independence
mission statement
(Chocopedia)
sources:
pressportal,http://cdn.yougov.com/de-pdf/2012_01_PM_YouGov_Best_Brands_2011.pdf, (Stand:15.01.2013)
ritter sport, http://www.rittersport.co.uk, (Stand:15.01.2013)
wirstschaftswoche,http://www.google.de/imgres?q=Ritter+Sport+Brand+index&hl=de&sa=X&tbo=d&biw=1279&bih=625&tbm=isch&tbnid=_oLKyPVXqKFovM:&imgrefurl=http://www.wiwo.de/unternehmen/brandindex-schokoladenmarken-milka-punktet-zur-weihnachtszeit/5498216.html&docid=ZmSdg-cviNWVHM&imgurl=http://www.wiwo.de/images/milka-holt-auf/5498088/1-format23.jpg&w=410&h=231&ei=sZAKUcPmH4fYtAbPx4HICA&zoom=1&iact=rc&dur=355&sig=117951661365333039261&page=1&tbnh=135&tbnw=240&start=0&ndsp=18&ved=1t:429,r:3,s:0,i:91&tx=100&ty=75, (Stand: 15.01.2013)
General and Academic English
April 22th
Student: Lutz Geil
Sarah Winkler
curved letter since 1980
Germany
England / North America
1974
1976
Band identity & values
Band identity & values
Brand management
Brand management
Brand management
Brand management
minimized portfolio
forced advertisement
( Quadratisch, Praktisch, Gut)
Conclusion
Intodruction
Conclusion
Full transcript