Chupa Chups case study PDF

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Mandatory case study for Chupa Chups....

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Raina Fei Customer-Centric Marketing in New Ventures Joaquin Cestino September 21, 2020 Chupa Chups: The Success Behind an Iconic Brand 1. Most important marketing milestones and actions behind the success of Chupa Chups a. 1958: When Chupa Chups is founded by Enric Bernat, originally called “Gol,” (Our Story) it targets a main issue in the candy industry at the time and offers a solution. Gol was the first hard candy on a stick, which means that children’s hands and therefore everything around them would not get sugary and sticky (Salvador Dali’s Chupa Chups logo). Also, Gol candies are placed at the eye level of children at the register, NOT on the shelf (Rizova, 2019), further enticing children to notice the product. b. 1963: A radio ad is played in which the line “chupa chups!” is repeated. Listeners find that song stuck in their heads, and the brand smartly decides to listen to their customer base change their name to the much catchier Chupa Chups ( Our Story). c. 1969: A new Chupa Chups logo is created for the brand by none other than Spanish artist Salvador Dali. Not only did his name bring recognition, but Dali recognized the importance of having a catchy, bright, simple label, positioned on top of the lollipop’s wrapper instead of on the side (Salvador Dali’s Chupa Chups logo). His iconic design is still used today (with some slight modification), and today brand knowledge of Chupa Chups is over 90% (Rizova, 2019). d. 1980’s: Amid declining birthrates and emerging knowledge of the dangers of smoking, Chupa Chups embarks on an ad campaign for people to “stop smoking, start sucking!” which offered cigarette smokers caught in a public health crisis a sweet alternative. After all, they said, playing to the fear of death, “sucking does not kill” (Salvador Dali’s Chupa Chups logo) e. 1992: The company sponsored the video game “Zool,” targeted at teens, so parents paid for Chupa Chups to be advertised to their kids, both consciously and subliminal (History & Marketing Strategies of Chupa Chups). f.

1994: World’s biggest Chupa Chups lollipop is made, which of course attracts media attention, especially since it was gifted to a celebrity; these huge lollipops continue to be sold today (Our Story). With this giant Chupa Chups, the brand now has a product that could be given as a gift for a birthday or Christmas, in a way that the smaller candies could never.

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g. 1995: Chupa Chups are sent into space (Our Story). Of course this creates a huge (free) marketing buzz, which especially appeals to children, as it combines two of their favorite things: space travel and candy. h. 21st century: Chupa Chups began working with Youtube influencers early on to promote their product (History & Marketing Strategies of Chupa Chups), which proved crucial as social media and influencing became a huge part of many firm’s marketing strategies. Chupa Chups also introduces a sugar-free line of lollipops (Sugar Free) to address health concerns.

2. Would these tactics work in the context of a new venture? a. A new way of making candy: Likely not. There’s just about every type of candy available on the market now, and the only way to make headway is to carve out a niche in the market, such as sugar-free licorice. It would be much too hard to tackle the entire market, the way Chupa Chups did. Likewise, register selling space is very competitive nowadays. b. Adapting to customer feedback and paying attention to how a brand is perceived: Absolutely! Sometimes, customers can give the best ideas on how to improve a venture’s brand, so it’s always good to see what they love about a product or an ad. c. Stick-in-your-head logo: Absolutely! While a new venture might not have Dali, or even anyone that famous, with a bit of creativity and a computer or pencil anyone can come up with a super effective logo that creates a “strong and unique brand identity.” d. Capitalizing on environmental (in this case, health) trends: Definitely. Keeping an eye on current trends, especially health (in the food industry) can give you good ideas of new marketing tactics that are designed for today’s reality. e. Sponsoring something that people enjoy: Maybe not a video game, but sponsoring is a great way not only for people to pay and choose to be marketed to (so that they are therefore more receptive to the product and the campaign) but also for the brand to look good, especially if the entity being sponsored is a charity event instead of a video game. f.

Free media attention (World’s biggest Chupa Chups and lollipops in space): While a new venture might not be able to receive as much press coverage as an already-established brand like Chupa Chups, or get a highly coveted spot in space, a great marketing tactic for new ventures is to do something cool or exciting and let the media advertise for you.

g. Following technological trends and establishing strategic partnerships: Not only can start up ventures do this, they absolutely should. Since technology is evolving at such a crazy rate, and much of marketing and advertising these days is done online and especially

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through social media, it is crucial that new ventures anticipate and stay on top of technological trends. Also, even if new ventures missed the chance to capitalize on the social media and Youtube boom that many didn’t see coming, a phenomenon that is on the rise right now is nano influencers, or online presences with two thousand or less followers, who start-ups can afford to pay to promote their products.

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Works Cited: History & Marketing Strategy of Chupa Chups. Retrieved from https://brandyuva.in/2019/08/marketingstrategies-of-chupa-chups.html. Our Story. Retrieved from https://www.chupachups.co.uk/our-story. Rizova, Oksana. (2019). Brand history: Chupa Chups. Retrieved from https://en.theoutlook.com.ua/article/4834/history-of-brand-chupa-chups.html. Salvador Dali’s Chupa Chups logo. Retrieved from https://www.logodesignlove.com/chupa-chups-logo. Sugar Free. Retrieved from https://www.chupachups.co.uk/products/sugar-free....