Developing a

communication campaign
for Knoppers in Bulgaria.

Made by:
Nikoleta Angelova
Emil Borisov
Damyana Dolzheva
 Contents
0 What is Knoppers?
0 Confectionery statistics in Bulgaria

1
0Marketing environment.
2
0 Marketing environment.

3
05 4
Consumer behavior and trends

06
regarding the consumers. Marketing research (fieldwork in The Mall).
Analysis of the results.
 What is
Knoppers?
Knoppers is a brand of wafer
sandwich filled with nougat
and milk creme, produced
by August Storck KG. Since
1983, Knoppers has been
available in Germany and
bordering European
countries, as well as
Australia, Vietnam, Russia
and, since 2017, the United
Kingdom
 Confectionery statistics in Bulgaria
The average per capita consumption stands at 17.4 kg in 2019.
According to Statista, the revenue in
Bulgaria in the Confectionery
segment amounts to US$544m in
2019.
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Marketing
environment.
Knoppers has an extremely low
start -up cost, making it much
easier to break even early in the
business. We need to sell on the
Bulgarian market around 4000
waffles in one year to reach our
break-even point. However, limited
marketing options available due to
strict regulations may cause a
struggle to build brand equity
within a foreign culture, competing
with Nestle products.
Selling
1. Nestlé Bulgaria A.D. produces
and markets packaged food
products in Bulgaria. The
company's products coffee,
chocolates, desserts, nutrient
biscuits, dairies cereals, ice
cream.
2. Prestige – their portfolio
consists of a wide range of
biscuits, wafers and sponge
cakes presented by the brands
Hyper, Spoko, Troya, Naya,
Trayana, Roden Kray, Mirage,
Prestige, Nasladki and
Prestige Muesli.
Company Annual Turnover Million BGN

243.4
Mondelez Bulgaria Production

NestleBulgaria 119.6

Prestige 96
68.4
222 companies with top five companies holding 75
percent of the market. The annual turnover in the
sector is BGN 750.9 million ($403.7 million). The
Zaharni Izdelia Varna 58.8 industry is dominated by foreign companies -
Mondelez Bulgaria (former Kraft Foods) and Nestle
Bulgaria, holding about 48 percent of the market.
Den I Nosht Ltd
30.02
 Consumer behavior and trends regarding the consumers.
01
Given the economic situation
of Bulgaria and the national
psychology of consumers, it
can be argued that
Bulgarian consumers are
distinguished from others in
Europe.
In economic theory and
practice three main groups of
factors affect consumer
behaviour:
• personality factors;
• psychological factors;
• socio-cultural factors.
02 03 04
The behavior of consumers • the increase of income, • consumers in Bulgaria
upon the purchase of fast- even with a small rate,
are influenced by
turnover consumer. leads to an increase in the
advertising, sales
According to our research, purchasing power of
promotion, personal selling
users differentiate three Bulgarians;
• the leading factor for
and public
main large groups:
purchases is shifting the Relations, as we did in the
• budget users;
cost to the quality of the mall.
• searchers of tenders;
• passive users. goods.
 Target group

Men Women
• Knoppers is more widely
• Lower interest rate. approved by women in the field
• Lower consumption of sweet survey in the mall.
food. • Higher consumption of sweets is
mainly by women, so the risk of
possible consumption of
Knoppers if it enters the
Bulgarian market is higher.

Entire books have been

written about the subject
of women and sweets cravings.
Normally small children love more to
eat sweets and waffles, but in our
field research the majority of answers
were from women and men. (Age 20-
40).
Results of the survey

A questionnaire was
made to establish a
consumer preference
table.
1. 1. Does country of origing affect your product preference
decision? 28/30 said Yes
Column1 Column2
6.Do you
consider
the
package of
the
chocolate a
2. Do you like sweets? factor
30/30 said Yes when
buying it?
20/30 consider the package
7. If a
famous
celebrity
4. How often do you consume waffles? 20/30 consume 2-3 times advertices
a week a waffles
product,
will you be
tempted to
buy it?
16/30 said No
11/30 consume with dark 8. If our
5. With what type of flavour do you prefer?
flavour waffle was
sold in
Bulgaria,
will you try
it?
29/30 said that they will try it.
 Conclusion

As a conclusion judging by the result we believe that

Knoppers will be positively accepted on our domestic
market. For sure it will face a serious competition with other
famous foreign brands products. Bulgarian consumers are
looking for innovative, new goods and services, as well as
interested in new forms and methods of service in
commercial sites, so if an online shopping for this product is
made it will be more attractive.
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