(Source)
Ritter Sport started as a small family confectionary in 1912, by Alfred Ritter and his wife Clara. It is now sold in 80 countries and is now passed down through the Ritter family. Alfred Theodor Ritter, the grandchild of the founder, now leads it and the company has 800 employees in Waldenbuch.
Ritter Sport is the “chocolate with a difference”. The company aims to make and keep their products a deal; attractive to both consumers and market. They stressed in the duty of acting in an environmentally responsible manner.
Timeline:
In 1998, for the first time in its history, RITTER SPORT exceeds the half-billion mark with a turnover of 507m DM. The 100g chocolate bars hold a 22% market share in the food trade.
In 2001, the “RITTER SPORT Chocolate Shop” Visitors’ Center opens. It vividly and interactively showcases the production of chocolate as well as RITTER SPORT’S history.
In 2002, RITTER SPORT opens their very own power plant. The RITTER SPORT combined heating-and-power station comes to life, allowing the company to produce approx. 30% of its own electricity and approx. 70% of its own heating needs. It is especially environmentally–friendly: Heat is a deliberate “waste product” of electricity generation that can now be used for heating purposes. Through this system of cogeneration, RITTER SPORT saves approx. 12m kWh of primary energy per year (this corresponds to approx. 1m liters of heating oil) and reduces its CO2 emissions by approx. 6,800 tons in the same period.
Advertising problem:
(1) There has not been a solid advertisements or campaign done (in Singapore) by the company to reach out to the target audience.
(2) There are a lot of other brands which are more known in Singapore; but due to ads clutter, Ritter Sport has to find another method in order to get their message across without being lost in the sea of ads.
Possible competitors:
(1) Toblerone
(Source)
Toblerone is a Swiss chocolate, made from cocoa beans from different parts of the world, Californian almonds and Mexican honey. 'Toblerone' originates from the chocolatier's family name 'Tobler' combined with 'torrone' which means nougat in Italian. The shape of Toblerone is triangular, like the mountainous homeland of Theodor Tobler.
Toblerone is under Kraft foods and it was founded in 1908.
(2) Hersheys
(Source)
Hersheys is the largest producer of quality chocolate in North America that has been established since over 100 years ago. HERSHEY’S brands include Hershey’s, Hershey’s Kisses, Reese’s, Kit Kat, Twizzlers, Ice Breakers, and Hershey’s Bliss chocolates.
Hershey's is a leader in the dark and premium chocolate segment (Hershey's Special Dark and Hershey's Extra Dark)
They particularly displayed a video of how chocolate is made in their page. It helps allure consumers as it is pretty mouthwatering. Video: http://www.hersheys.com/ads-and-videos/how-we-make-chocolate.aspx
Available commercials: http://www.hersheys.com/ads-and-videos/commercials.aspx
Sources:
(5) http://www.youtube.com/RitterSportChocolate
(6) http://www.toblerone.com
(7) http://www.facebook.com/Toblerone
(8) http://www.hersheys.com
(9) http://www.facebook.com/HERSHEYS
(10) http://www.facebook.com/pages/Hersheys-Singapore/147222661970666
(11) For Toblerone pic: http://www.unotrade.nl/image/logos/logo_4fce0130ed9b9.jpg
(12) For Hersheys pic: http://www.candybarlab.com/wp-content/uploads/2008/04/hersheyscc_wr4.jpg
(6) http://www.toblerone.com
(7) http://www.facebook.com/Toblerone
(8) http://www.hersheys.com
(9) http://www.facebook.com/HERSHEYS
(10) http://www.facebook.com/pages/Hersheys-Singapore/147222661970666
(11) For Toblerone pic: http://www.unotrade.nl/image/logos/logo_4fce0130ed9b9.jpg
(12) For Hersheys pic: http://www.candybarlab.com/wp-content/uploads/2008/04/hersheyscc_wr4.jpg
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