The Situation

The first Singaporean owned chocolate manufacturing company – Aalst Chocolate Pte Ltd is led by a team of specialists, with an exceptional and profound understanding of chocolate.

Aalst Chocolate Pte Ltd started its operation in Oct 2004 and operates a state-of-the-art plant in Singapore producing industrial chocolate products using raw material sourced from West Africa, Asia and South America. The range is tailored for different end applications: with specially formulated chocolates and compounds for use in ice cream, confectionary, baked goods and biscuits.

Currently the company exports to 30 countries including Japan, Korea, Southeast Asia, Australasia, USA, Latin America, Greece, South Africa and UAE.

Why BrandPact?

When Aalst Chocolate started in 2004 with the help of investment from EDB Ventures Pte Ltd, they were pitched as an exciting company to watch. It had all the markings of a possible Singaporean success story, with the right team in place backed by a solid plan and investment. 3 years later they are still on track and looking to prove everyone correct.

From an initial ‘start up’ with just a few interested clients, they have turned the Aalst Chocolate vision in to an expansion plan that includes exporting chocolate products to 30 countries. In the process and with the help of Ad.WRIGHT, they have increased those products to 5 separate identities under the main Aalst Chocolate brand and developed a total of 30 different variations in flavour.

Aalst Chocolate was introduced to BrandPact via EDBV as a source of advice and guidance in developing their brand strategy. With such a lot to achieve in a relatively short period of time, they knew that outside resources were required to properly position their extensive range in the international market place.

One of BrandPact’s objectives is to help match an appropriate branding agency with a client and to offer introductions that hopefully match both appropriate expertise as well as the right chemistry between the two parties. The relationship being very important when ‘brand building’, the goal is to create good communication, encouraging proper alignment of vision to achieve the business objectives and goals.

As part of a range of resources offered by BrandPact, are incentives. These can come in the form of financial support or grants administered by both Spring Singapore and EDBV, offering training, manpower attachments, brand consultancy and development of marketing communications.

 

The Challenge

The challenge for the team was to realise the ambitions of the Aalst Chocolate dream or vision. To become the 'top of mind' choice when purchasing chocolate for production or used in chocolate fountains.

A brand strategy and vision was needed to bring the Aalst Chocolate range of product to the correct consumer. Those consumers needed to be able to easily know which product was right for them with out any confusion.

BrandPact also require a Brand Strategy document written and submitted to Spring Singapore for approval before any other work can begin.

Goals:

• To be number one when looking for quality chocolate.
• Overall Strategic Plan for 1 year with 2 year overview.
• Achieve financial support under the BrandPact initiative.
• To strengthen the Aalst Brand in the minds of their stakeholders.
• Identify new and appropriate markets and align resources.
• Expand existing product range and supply to new customers.

 

Because the Aalst Chocolate range is so new, it does not have the existing credibility that the older more historic brands enjoy. With an existing brand it is just presumed that ‘it must be a good', this is something that a new brand has to earn and gain the respect from its customers. Aalst Chocolate had the job of creating a brand new ‘taste experience' through its new range of products.

 

The Solution

Ad.WRIGHT were commission to carry out a 'Situation' and 'SWOT' analysis and create an overal strategic direction for the brand. Four initial Brand Identities were chosen for development:

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Brand Identities
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Aalst Chocolate - (Main
Holding Company)

Chocolate Line - (Chocolate
Fountain - Primarily Consumer)

Cacao Ivory - (B2B Cooking -
Wholesale Supply)

Patissier - (Chef's Cooking)
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With each new brand followed a range of supporting brand tools from brand manuals to logistic truck graphics to product websites, making sure everything fell in line with carefully positioned identities for each of the product categories.

After analysing the companies target consumer segments, each product had a ‘branding mind map' to scope out the possible brand ‘accessories' to effectively operate and market the individual products.

 

The Result

Pending a final consumer study, the results look positive with initial general consumer feedback of Singaporeans having at least heard of Aalst's Chocolate Line product the Chocolate Fountain and the majority of the Chef community knowing or already using the cooking range of chocolate.

Because Aalst has made Chocolate so accessible in Singapore many hotels and restaurants now offer a chocolate buffet as standard which includes the chocolate fountain and a full range of premium chocolate creations and fruit for dipping.

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EDB Ventures Pte Ltd
EDB Ventures Pte Ltd is a wholly-owned subsidiary of EDB Investments Pte Ltd (EDBI). EDBI is the investment arm of the Singapore Economic Development Board (EDB). It makes strategic investments worldwide focusing on new business-models, technology and knowledge intensive projects that deliver innovative solutions in hardware, software and related services. EDBI manages in excess of US$3 billion and has made investments in over 260 projects.

EDB Investments Pte Ltd
EDB Investments Pte Ltd (EDBI) is the wholly-owned investment arm of the Economic Development Board (EDB). It was set up in 1991 for the purpose of equity investments. Investments made are geared towards the competitive growth of industry clusters and promotion of emergent technologies
and innovations.

Through the Cluster Development Fund, EDBI makes Strategic Direct Investments (SDI) into projects that expand Singapore's clusters of key industries in partnership with local companies and/or multinational companies. Such projects are typically Singapore-based projects which have a substantial impact on the development of the industries promoted by EDB.

International Enterprise Singapore
Formerly known as the Singapore Trade Development Board (TDB), International Enterprise Singapore (IE Singapore) is the lead agency spearheading Singapore's efforts to develop its external economic wing. Their mission is to help Singapore-based companies grow and internationalise successfully.

IE Singapore offer a wide range of services in 35 locations worldwide by using a 3C framework of assistance - Competency, Connections and Capital. They provide market information, assist enterprises to develop their business capabilities and find overseas partners. At the same time, IE Singapore works to position Singapore as a base for foreign businesses to expand into the region in partnership with Singapore-based companies.

For more information, please visit www.iesingapore.com

SPRING Singapore
SPRING (Standards, Productivity and Innovation Board) Singapore's mission is to enhance the competitiveness of enterprises for a vibrant Singapore economy. We work to nurture a pro-business environment that encourages enterprise formation and growth; facilitate the growth of industries; enhance productivity and innovation and capabilities of enterprises; and help increase access to markets and business opportunities.

For more information, please visit www.spring.gov.sg

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