Lindt's Brand Contact Process

A strong brand is the most important capital of any consumer goods business. It creates confidence and is associated by consumers with a number of tangible, emotional, and characteristic aspects. Brand management and communication of product values are therefore among the most important tasks of the business management.

Lindt & Sprungli AG Company was started in the 19th century in an old town of Zurich by two confectioners, David Sprüngli-Schwarz and his son Rudolf Sprüngli-Ammann. After two years they decided to do something new and came up with the idea of making solid bars. Up to then most people knew chocolate only as a drink. The past 160 years, Lindt has been a producer of premium chocolate and mastered making gourmet chocolates.

More than ever before a unique experience of the brand and product profile determines lasting success on the market. The task of the marketing department is to convey the unique nature and added value of the products to the consumer in a credible and memorable manner.

Lindt & Sprungli AG Company sells its premium smooth chocolates worldwide through its own Lindt stores, independent distributors, and online. The company has brand names including Caffarel, Lindor, and Lindt. The important aspect of linking a product with a brand is for customers to remember quality of the brand. For Lindt brand as a product, it lies in its association with both high quality and high variety, which customers can mix and match flavors.
A visit to one of their stores is quite the adventure, you are greeted on entry by a welcoming and friendly face, offering you a delicious sample and then the journey of exploring the chocolate delights begins.  The interaction with the Lindt staff is of great standard.

Brand Symbol: The dragon is part of the lindt family coat of arms and is featured in the logo to symbolize consistency of the brand through time. “Lindt” is written in italic = flowing melted chocolate.

This perspective focuses on the attributes of an organization than the products or services offered by it. Lindt has invested in confectionery innovations to help in driving the high quality of its products.

Clients will come into contact with Lindt representatives through different channels, and everything from the reaction time for online questions, the garments staff wear, to their non-verbal communication and manner of speaking influences the view of the brand.

All Points of Contact

Lindt adopts an interactive approach to recruiting.  Applications start online and progress to a telephonic interview and then 3 rounds of personal interviews.  What I find quite interesting is the useful interview tips listed on the Lindt website and that the company does not make use of any recruitment agencies. 

Lindt's Interview tips:
https://www.lindt-spruengli.com/career/recruitment-process/


Lindt obviously picks employees cautiously and this truly reflects in the client involvement in-store as the staff are constantly courteous, cordial, professional and seem to live the brand.

Primary Brand Contact Patterns

Some of the main contact points with Lindt customers include online methods; the store shopfront, like social media profiles, samples and the point of sale.

The Lindt website mentions continuous development provided for employees through on-the-job training, mentoring, formal training programmes and incentives. 

Most Important Brand Contact Points

One of the successive contact points  for a Lindt client is the point of sale. By this stage, the purchasing choice is made and the staff have the chance to make the contact point a memorable one.

The focus on training and brand values are important factors in Lindt’s approach at this juncture as it will affect how customers perceive the brand and if they feel valued and acknowledged.

Brand Contact Cohesion Strategy

The attraction and development of employees and how it can make a difference in consumers lives is a cohesive approach to the customer experience through internal marketing. 

Managing the Brand Contact Cohesion Strategy

The bright welcome in transit out of the Lindt store and driving remarks about return visits, combined with a sizable chunk of chocolate ecstasy keep clients returning for an awesome voyage through the Lindt world.

Lindt&Sprüngli imposes within its value chain a strict and thorough process control from sourcing of ingredients to production and distribution of its premium chocolates. It also reserves the right to conduct periodic, unannounced visits of suppliers. Doing so enables Lindt&Sprüngli to monitor and continuously improve sustainability in all aspects of its operations. 

As employees are their biggest asset, they foster a culture of feedback where open and honest dialogue is valued and career opportunities are visible for all employees. To attract and retain the best employees, Lindt & Sprüngli provides an attractive working environment. Key issues for ensuring an attractive working environment, where their employees feel comfortable and satisfied, are diversity and equal opportunities, fair remuneration as well as good labor-management relations.


https://www.lindt.co.za/world-of-lindt/sustainability/

https://www.lindt-spruengli.com/about-us/1/

https://www.lindt-spruengli.com/sustainability/sustainably-consumed/