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E. Wedel

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Adrianna Jarzębska

on 27 January 2014

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Transcript of E. Wedel

Ptasie Mleczko by E. Wedel
E. Wedel
Main competitors
prepared by

Adrianna Jarzebska
Agnieszka Radziuk

is a famous Polish confectionery company, producing many varieties of high-quality chocolates, cakes and snacks. Wedel is also a well-recognized brand of candy in Poland, considered by some to be the
"Polish national brand"
in that market, and is the leading candy brand among Polish producers with about 14% of the Polish market in 2005 and 11.7% in 2007.

Ptasie Mleczko
- chocolate covered marshmallow

Mieszanka Wedlowska
- assorted chocolate covered candy

Torcik Wedlowski
- a large, circular, chocolate covered wafer with hand-made decorations

- chocolate bar with a flavored filling that contains a small amount of alcohol.
Most popular products
Ptasie Mleczko (by E. Wedel) is a Polish product. The name of this product was innovate by Jan Wedel in 1936.
It’s a soft chocolate-covered candy filled with soft meringue, delicate in flavor
. These names literally mean
"bird's milk"
. In Poland it is one of the most recognized chocolate confectionery having exclusive rights in Poland for the name. Nonetheless, Ptasie mleczko is often used to refer similar candies with vanilla, cream, lemon or chocolate taste.
Basic package of Ptasie Mleczko is a
box containing 36 pieces
of this delicacy. For many years on the Polish market Ptasie Mleczko was available only in this package. A few years ago Wedel decided to launch a
smaller package containing 2 long sticks
, but it is not so popular among customers (compared to the first pack) and is relatively hard to find in the store.
Presentation Format
Market target
Wedel's product is aimed at all those who like chocolate and want to have a moment of pleasure. It is also a popular product given to a special occasion (birthday, etc.). So you can not determine specifically which age group is headed product.
Ptasie Mleczko is available at the following places:
supermarkets, grocery stores, “Pijalnie Czekolady”
(the kind of cafes where you can enjoy specialties of chocolate, pralines, and purchase Wedel’s products)

Photo on the right shows the oldest Pijalnia Czekolady in Warsaw, Poland.

Formats of sale
For many years in the Polish market, there was no product similar to a Ptasie Mleczko. A true competitor appeared relatively recently and it’s Milka product –
Alpejskie Mleczko
(eng. Alpine Milk).
Milka does not even have to advertise its product or encourage potential customers to buy it. The mere appearance of Alpejskie Mleczko aroused so much interest that the customers began to buy new product, just because of curiosity. In addition, Milka is a company enjoying the popularity and sympathy among lovers of chocolate and sweets, so potential customers do not worried about the quality of the product. Furthermore, It is Milka who first began to innovate its product (filled with different taste, different flavors of chocolate, etc.). Then, Wedel was forced to “take action” to maintain interest in its product.
1/ Associate Ptasie Mleczko to emotion – Ptasie Mleczko as a little bit of “heaven on earth”.

01.12 – 26.12.2013
01.12 – 26.12.2014
• Christmas campaign.
Design christmas boxes of Ptasie Mleczko and christmas advertising in a shops, convincing people to buy Ptasie Mleczko as a addition to christmas gift and that is a perfect thing for you to put on christmas table and enjoy with your family.
01.12.2013 – 01.12.2014
• Facebook campaign.
Contests on the Fanpage of Wedel about Ptasie Mleczko (for e.g. share your photo with Ptasie Mleczko on Facebook and obtain discount for Ptasie Mleczko in the nearest Wedel Store).
01.03.2014 – 21.04.2014
• Easter campaign.
Make spacial boxes of Ptasie Mleczko reffering to Easter Eve and for e.g. baskets with products of Wedel which contain also Ptasie Mleczko.
01.05.2014 – 01.06.2014
• Children's Day campaign.
Ptasie Mleczko will be sell with little surprise toy during this campaign.
2/ Remind buyers about the product and its new packages (the small ones). Suggest new uses for the product (Ptasie Mleczko not only as a gift/box of chocolates, but also the family sweet snack after lunch, to favorite TV series, during a break in school/work or on a picnic).

01.01.2014 – 01.02.2014
• Give free samples.
Give free samples (with two pieces of Ptasie Mleczko) on the entrance to metro stations or at main places in the city, lets give this on the way to the work and school, as a snack and convice people to eat Ptasie Mleczko as a snack.
3/ Surprise potential customers and get their attention to Wedel’s Product – Ptasie Mleczko.

01.02 – 01.03.2014
• Create new flavor.
Create new type of Ptasie Mleczko in a trendy flavour. People always want to try new things, if they like a product they would try this in other version, but the flavor should be picked perfect, make sure if people going to like it, make a test samples in some flavors and give people to try and then choose the most liked flavor and create new type of Ptasie Mleczko (for e.g. crazy flavors of carnival).
01.07.2014 – 31.08.2014
• Holidays campaign.
Sort of promotion like "collect five barcodes from Wedels’ products and win a holiday prize".
Due to the existence of a product only in our country - Poland, the campaign will be directed to the Polish clients, mostly middle-class people who now constitute the largest group of consumers in Poland and who can afford (without any special sacrifices) the promoted product. In our campaign, we want to show that the product connects generations, because the main target audience will be families with children - women and men aged 25+ years, working with the average earnings 2000-3000 PLN (500-750 EUR). They should also be a kind person, family, like to spend time with their loved ones, enjoy giving them gifts.
we are interested in cooperation with each type of media because we want to remind our customers about the product.
will receive the goods at the lowest possible prices, and will also receive free samples of new products.
Retail stores/
cooperation with the largest number of stores that the product was already available and popular. Signing a contract with shops that products were located on the special display racks. Organizing products’ promotions and stands with free samples.
Ptasie Mleczko as a little bit of "heaven on earth", which everybody can afford - short and simple messages to be easily memorized.

The message will be based in product’s benefits – Ptasie Mleczko connects generations, triggers just positive emotions, help you to relax.

Cooperation with opinion leaders
Product placement in TV series “Rodzinka.pl"

Ptasie Mleczko is a product for a families and we want to create a 'family image' of this product. Therefore, we would like to do a product placement in polish tv series “Rodzinka.pl” (eng. family.pl). It is very popular tv series loved by polish people about typical polish family. For example our product can be eaten by family together while they are watching tv or talking together at the table.

Blogs are really popular in Poland. There is also a lot of blogs about food. We will send some packs of Ptasie Mleczko to culinary bloggers for free to put our product in their posts. For example, to get more ideas with what you can eat Ptasie Mleczko or preparing special desserts using Ptasie Mleczko.

Promotion mix in our campaign
In the description of our goals we pointed out what kind of advertising will be used in each one of them. But what is the most important in our campaign we are not going to advertise on television (except product placement). Our product is enough recognizable among polish society. During each campaign, we want to focus on the development of our Fanpage on Facebook (which will not require a large cash contribution), designing the occasional packaging of Ptasie Mleczko, preparing promotional samples of Ptasie Mleczko, designing special holiday gifts with E. Wedel’s logo and toys for the Children's Day.
Thank you for your attention
Full transcript