MARKETING STRATEGY

OF

The Purple Legend

The history of the finest chocolate in the
world began in 1797 on October 9th when
Philippe Suchard was born. He began as a
confectioner in Bern.
On 17th November, Philippe opened his
own chocolate store in Neuenburg.

He became famous trough his slogan au

chocolat fin de sa fabrique (homemade fine
chocolate).
The production of the chocolate was
mystery, and it was thought that it was made
with no machinery due to the fact that
Neuenburg was a poor village.

The first Suchard chocolate products

were under the form of tablets and waffles.
When he extended his business he bought
a mill in the nearest village and was capable of
producing 25 to 30 kilograms per day.

At the beginning the chocolate was

of a dark color and was bitter.
Only in 1890, Suchards milk chocolate
became known.
Eleven years later, in 1901, the PURPLE
LEGEND sees the light under the trademark
MILKA, which represents the combination of
the German words milch and kakao.

Dare to be tender!
The company maintains the strong link
with its costumers appealing to the childish
imagination and focus on the fairytales for
adults.
The age target is between 20 and 45
years old and for everyone that has a little kid
inside always ready to come out and play!

S.W.O.T.
Strenght
-

Good brand image

Strong notority
Attractive prices
Fun and captivating advertising
Events participation

Opportunity
-

Pioneers
Market growth
Infinity of receipt
Organic and ecological trends

Weakness
- Diversification of products
- Grow tired of the purple Cow
- Too complicated campaigns

Threat
- New entrance in the market
(light, organic, fair trade,)
- Strong competition
- Mature market

Marketing Department
Function of Marketing department:
Researching WHO the consumers for the
companys product are (customer target)
Researching WHAT the consumers want
Researching HOW consumers are affected by
the advertising and the products themselves
Conducting the advertising campaign based on
that research

Marketing Strategy
Product: With the diversity of flavors they
every targeted consumer

can satisfy

Place: Main businesses are in Western Europe than

Eastern Europe, USA. The brand has leading positions in

Germany, France and Austria

Promotion: Milka organises events like the fairs,

participates in sponsorships, makes discounts

for sales and promotion on holidays

Price:

Milka determines price on the basis of

competition. The prices are very flexible,
discounts can easily be determined

Suggestions

The collaboration with companies like

Oreo, Jacobs, or Tuc should be limited
because people will always see it as
something new, and the production would
be bigger. Too many combinations of Milka
and other products can lead to the loss of
the main concept and taste of the original
chocolate.

A main problem is that children nowadays

think that a real cow is purple. A solution
would be to place normal cows around LILA,
the purple one.

Some of their campaigns can be too

complicated.

References:
http://www.milka.com/
http://www.mwtr.com/mwtr/page?
siteid=mwtrprd&locale=chen1&PagecRef=566
https://prezi.com/o1bgu0u6-g0t/milkamarketing-strategy/
http://www.confectionerynews.com/Man
ufacturers/Milka-s-cost-effectivemarketing-in-time-of-turmoil