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Aimed at both clients
and design consultancy leaders, this series features high
profile figures from different industry sectors talking about
both the tangible and intangible impact of design on their
organisation.
Mark Palmer, Marketing Director, Green
& Black's
Green & Black's was founded in 1991 by a husband and wife
team; green for organic and black because their first chocolate
bar contained 70% cocoa solids. In 2001, Mark Palmer, formerly
Head of UK Marketing for
Burger King, sought a move to a young, entrepreneurial business.
He joined Green and Black's as Marketing Director in London.
Mark and his team are now two years into a major brand positioning
exercise evolving Green & Black's from the niche of its
organic roots to a serious player within the premium confectionery
market. A significant change to the brand's packaging in the
autumn of 2002 transformed perceptions of the brand from niche
organic to everyday luxury.
The results of this exercise carried out with Pearlfisher
included:
- sales growth of 300% since redesign in October 2002
- more than 30 NPD launches across 5 product categories
- Green & Black's now becoming the fastest growing brand
in the UK confectionery market
These achievements
won Green & Black's and Pearlfisher a Commendation in
the DBA Design Effectiveness Awards in 2003. During Mark's
3 year tenure, turnover has increased from £4.5m to
£20m and the brand now spans a number of categories
including chocolate bars, gift chocolates, ice cream, chocolate
biscuits and hot beverages. Today Green & Black's is sold
in a wide spectrum of retail stores from health food stores,
delis, supermarkets, off licences and Pret A Manger. Today
they boast a 3.7% share of the block chocolate market.
Don't miss this opportunity to find out how this team has
achieved its success.
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