Finally it seems that the Global Warming is leaving us start feeling this winter that has been hard to arrive. For the first weekend, all streets have been illuminated now and all shops are dressed up into Christmas mood. Christmas is around the corner and many products are being offered ready for consumers to choose their presents. I really like this period, I love the Christmas day! I use to spend it all with my family having a big and long lunch and talking and laughing with them all. It is like a big stop in our routine lives to just spend a happy day enjoying the luck of being part of such a group. But what makes me really feel that Christmas is coming is when I can finally start opening the first window of my “Advent Calendar”. Who does not have a “Christmas calendar” at home? And who does not have it now full of chocolates? To me it is a very nice example to talk about how to feel a GAP of Usage (consume occasion). Do you know that to there are three GAPs to be filed in case you want to enlarge your demand; Consumers, Occasions and Dose. To me its brilliant how chocolate companies have used this Christmas item to educate their consumers to eat one “bonbon” a day. During almost one month you’ll have to eat one of our chocolates every day. And what would happen when it will be finished? I'm sure you will go to the supermarket buy a tablet of Chocolate (if possible the same brand as the one I had during Christmas) and go on with this nice habit. It is very much comparable to Danone and its Actimel. Drink one Actimel every morning and your defense will work properly. Or the campaign they made of Danonino, “I used to have 2”. These are examples of how to educate and engage the consumer to enlarge they consumption and therefore make the product move faster in the POS.
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