Lacta is a series of chocolate introduced in Greece in the 1960s. Lacta was first produced by a well-known confectioner, since the 1840s, Pavlidis (Wikipedia, 2018). Its sequence started off with milk chocolate, but by today has progressed to many different flavors; for instance, milk chocolate with strawberry, Oreo, or even crackers! Additionally, Lacta has produced different sizes of chocolate, to satisfy costumers’ needs.

Chocolate by itself is a reason for consumers to buy Lacta; however, Lacta has heightened its value proposition through the idea that it is characterized as a symbol of love all around Greece. This, persuades and motivates people to share love between one another, as to love someone and be loved in return is one of the best feelings that someone can feel (Lacta, 2018). Lacta wants to always remind its consumers that the sweet and pleasant flavor this chocolate has, is as sweet and delightful as the moment you fall in love (Lacta, 2018). This has not only been managed through their beautiful red-white wrappers, which immediately indicate feelings of passion; but also through the fact that every 14th of February, it produces and releases a movie to highlight the importance of their unique slogan ‘Every piece of Lacta chocolate is like falling in love.’ (Lacta, 2018).

Lacta’s website, being simple and attractive with just the brand name, and two options to click on, affiliates the usage of its customers making it extremely user-friendly. On top of that, one of the two options on their home page is your immediate access to Lacta’s facebook page.This allows you to become part of their community easily, quickly and securely. The second option to chose is to see the last video that was published on February 2018; enabling you to live and experience the Lacta adventure.

Lacta’s target group consists of everyone who is addicted and loves chocolate; from young children, to older individuals and couples! Lacta has expanded to the whole country, and its easy accessibility together with its low cost allows everyone everyone to have a bar of chocolate in their everyday life. Young children can have a chocolate as a snack, parents can have a chocolate bar as an energy booster, and of course all people can have a Lacta chocolate as a time of enjoyment and relaxation!

After almost five decades, Lacta is still remaining the number one chocolate in Greece. In fact, on May 2018, Lacta had about 876.5k followers, and this month, Lacta is still performing well but with a small reduction to 866k followers (Socialbakers, 2018). Taking into consideration Lacta’s movies, it is an important factor for the huge revenues that Lacta is gaining. Just by its first film, Lacta managed to make it the 3rd biggest movie in 2013, achieving a revenue of one million euros (Coloribus, 2018). Following that, in 2015 Lacta’s movies together with its ‘Lacta messages’ they successfully attracted ‘7 million views in a nation of 5 million users’ (Lacta,2018).

Finally, considering all social media and reviewing many critical opinions, all the Greek society always expresses positive feelings towards this chocolate. It has been a chocolate that the majority is attracted to it, as well as its sweet messages. This chocolate always allows to express feelings of love and passion, and especially on valentine’s day all Lacta chocolates are shared between one another.

References:

Coloribus, (2018) ‘LOVE IN THE END’. [online]
https://www.coloribus.com/adsarchive/promo-casestudy/lactas-chocolate-love-in-the-end-18525605/
[Accessed on 20 October 2018].

Google, (2018) ‘Lacta – Wikipedia’. [online]
https://www.google.co.uk/search?q=lacta&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjz1_S64JfeAhWQF8AKHXH_Df0Q_AUIDigB&biw=1366&bih=608#imgrc=k2xPHhHc–A3TM:
[Accessed on 20 October 2018].

Google, (2018) ‘Νέα Lacta OREO’. [online]
https://www.google.co.uk/search?q=lacta&source=lnms&tbm=isch&sa=X&ved=0ahUKEwjz1_S64JfeAhWQF8AKHXH_Df0Q_AUIDigB&biw=1366&bih=608#imgrc=nKwRNqWwSsFj6M:
[Accessed on 20 October 2018].

Lacta, (2018) ‘Make the move’. [online]
https://www.lacta.gr/makethemove/
[Accessed on 20 October 2018]

Lacta, (2018) ‘From the start’. [online]
https://www.lacta.gr/apotinarxi/awards
[Accessed on 20 October 2018]

Socialbakers, (2018) ‘Lacta Facebook statistics’. [online]
https://www.socialbakers.com/statistics/facebook/pages/detail/23562482184-lacta
[Accessed on 20 October 2018]