1. Fenix communications agency Comunique Aztec chocolate

3. Strategic planning Mission & Vision Statement Being the best is not enough, you have to be perceived as the best Create and establish the ideal image Being creative with different communication tools Earn customers’ enthusiasm through continuous improvement Providing outstanding quality, service and value Driven by integrity, teamwork and innovation Core values Research is the core of every campaign

4. Brand analysis Aztec chocolate The newest brand on the chocolate market Chocolate pralines, decadent and rich in flavor Wide range of high quality products Luxury and sophistication Creativity in the designs International character Glamorous gift giving

5. Brand analysis Product range Alpha-class: exclusive Beta-class: very high prices Gamma-class: high prices Delta-class: medium prices Quality & design rises together with the prices

6. Brand analysis Location G4 Personal approach 4 shops, one in each city Small, but notable shops Limited outlets to increase exclusivity Cities were selected based on their character

7. Market Research All facts and figures are published on www.cbs.nl or www.ssz.nl

8. Target group

13. Households lay more money aside because of the financial crisis

14. Consumers are optimistic about the future again

15. Entrepreneurs have the most financial power

16. The middle class shrinks, upper class grows

17. Now recession, tomorrow progression

18. Purchasing power is rising again

20. Economic research Chocolate market

22. The production of luxury pralines has experienced a double growth in 2008 and continues to grow

25. Neuhaus Bonbons

26. Godiva Nederland

27. Daskalidès Nederland

28. Sweertvaegher

29. Rudolf Vermeulen Bonbons

30. Chocolaterie Cerisette

31. Leonidas Bonbons

32. Neuhaus Bonbons

33. Godiva Nederland

34. Daskalidès Nederland

35. Sweertvaegher

36. Rudolf Vermeulen Bonbons

38. Godiva

39. Chocovic

40. Neuhaus

41. Daskalidès

43. Dove

44. Milka

45. Snickers

46. Cote d’Or

48. One quarter of the Dutch people watch TV using the internet. Media research Television Conclusion: Nederland 1, RTL 4 and SBS 6 could be interesting Note: ¼ of the Dutch watch television using the internet

49. Media research Internet Facts: More and more people write and read blogs The Dutch love to buy by using webs hops The use of the internet keeps rising Most popular sites (2005 & 2009) Conclusion: Reach opinion leaders to get positive attention in blogs

50. Marketing communications plan Target audience Sophisticated 30-55 years Men and women Expensive taste Wealthy Luxurious lifestyle Highly educated Up to date

51. Marketing communications plan Goals Behavioral intention: gift giving 2. Increasing brand awareness: becoming a top of mind brand 3. Brand attitude: providing a connotation between Aztec chocolate & ‘the good life’ Aztec chocolate, too good to keep it for yourself

52. Marketing communications plan Atmosphere Marketing communications plan Goals

53. Marketing communications plan Mix &

54. Marketing communications plan Time schedule

55. Pre-event Teaser Coming soon… Wealth Perfection Sophistication Success Luxurious gift giving

58. Event Enchantedcollection Limited edition Pralines can be bought Underneath message Launch a very expensive collection to: associate with luxury, sophistication & high quality increase brand awareness gain free press attention

59. Event Swarovski Objects of desire and beauty Stands for a luxurious lifestyle and glamorous gift giving Aztec chocolate carries out the exact same image

60. Event Vip & Press-opening & afterparty Friday 04-06-10 Tour & collection Gifts Short key-note Questions Exclusive lounge

61. Event Grand-opening Saturday 05-06-10 Tour & collection Special offers

62. Post-eventadvertising Storyboard

63. Aztec chocolate FemkeSchepersMichèleKog Thank you for your attention Koen Vanderhoydonck Fenix C.A.