1.

BRAND
THE BRAND
Today, Dengo has 18 stores in four states and needs to reach 25 to
reach the 'Breakeven' (the point of equilibrium in business where there is no loss
neither gain, nor profit nor loss). According to the company, it believes
I know there is space for up to 200 stores spread across Brazil over the
upcoming years.
The design of your stores is elegant, giving the customer the perception of being
in a more expensive store:

BRAND HISTORY
When Guilherme Leal (founder of Natura) bought a property in the south
from Bahia, came to know the region better and saw that the local economy
I needed help, so I created Dengo in 2017, which brings together small or
medium producer of the end customer, paying him 70%/kg more if the cocoa is from
good quality. They value the producer a lot, in some of their products there is
a photo and a brief introduction of the person who produced it.
The company's goal is to raise the quality of Brazilian cocoa, to make it so that
customers buy domestic products with the same quality (or even
greater) of imported products (Lindth and Kopenhagen) and increase income
from the producers in the southern region of Bahia.

A dengo provides 100% of the cocoa from southern Bahia, in addition to organic sugar.
(organic sugar is used very sparingly and when necessary) and
Brazilian milk, they do not use hydrogenated fats or flavorings,
making the product naturally healthy, with more cocoa and
less sugar.

VISUAL IDENTITY
Dengo reminds us of some aspects of Natura, since both have the same
founder, Guilherme Leal. The products are made with the best cocoa
Brazilian, and aims to create social impact by increasing incomes
for the farmer himself, valuing sustainable cultivation and recovering the
pride in 'living off the land'.
A Dengo follows the global trend of artisanal 'bean to bar' chocolate,
bring the cocoa directly from the producer. This is important because the two
first steps in chocolate production (fermentation and drying of
cocoa beans) are still made on the farms and this makes a big difference in the
final result of the chocolate."- Purple Studio
Sustainability is always emphasized by valuing Brazilian products.
always working on the small details, such as: logo, stores, packaging,
campaigns and communication channels highlight the focus on productivity
sustainable, in caring for the environment.
The brand's consumers understand the beauty and effort behind it all.
production process, from planting cocoa and coffee until it reaches the table of
consumer. That's why they don't mind paying a little more than the average
in the market for these products, as it understands it is invested in something
sophisticated, pleasurable and that advocates a cause. A cause with flavor
true." - Purple Studio

COMPETITORS
As Dengo is not very well known, its direct competitors are
companies that are also not very well known and have an aesthetic
similar to Dengo's. Its main competitor is the Âmbar brand,
also chocolate industry and Chocolate du Jour which even being years
it's not that well known in the market.

Amber Chocolate of the Day

The indirect competitors would be the brands that already have a better reach.
like Cacau Show, Chocolates Brasil Cacau, Chocolândia, and Lindt.

WHO ARE YOUR CLIENTS

The target audience of Dengo are consumers from classes A and B.
Generation X: around 40 to 60 years old.
Generation Y: around 25 to 40 years old.
A dengo works with chocolates, coffees, and beers.
As we can see, the commercialization of coffee and beer brings a
idea of a mature target audience. And according to the evaluation on the page of
Dengos on Facebook are done by the upper class and adults with families.
Consumers/customers are certainly looking for tasty chocolates,
of good quality and at a price that 'fits in your pocket'. The
consumers are changing the concept of their needs, as in
the current generation wants sweets that satisfy them, but that are the most
as healthy as possible, as there is a great concern for health.

LIFE CYCLE
It is in the introduction stage to the market, so many people do not have
brand awareness, its products and its ideals

RESPONSIBLE AGENCY FOR THE ACCOUNT

According to a file from Meio&Mensagem, the account of Dengo Chocolates

it is the responsibility of the Íonz Agency.
REVENUE

These are the balances of 2017 and 2018 released by the company itself in
Official Gazette, the balance sheet of 2019 is likely that they have not disclosed it,
despite the deadline to submit being until April, last year the
the company released in July the financial statements for two years together, 2017 and 2018.

In the images above, it is possible to see the revenue, which was in 2018
R$7,121,000 and in 2017 it was R$881,000, and the expense with Marketing, which in
2018 was R$1,045,000 and in 2017 it was R$21,000, remembering that the amounts
the images are in thousands of reais.

2. COVID-19
As a result of the new coronavirus pandemic, several stores were
thank you for closing your establishments, and thus, the e-commerces
gained more strength and visibility, with Dengo, this was no different.
On a website, consumers can still choose their chocolates, have
more knowledge about the brand, etc. In addition, there is a more experience
marking: the Live Store, a project in partnership with Vtex (e-commerce platform)
In real time, consumers can visit the Dengo store.
using their cell phones and computers, as if they were carrying out the
buy in person. Each product has its proper presentation, and
Still, a specialist will be available to clarify any possible doubts.
As soon as the purchase is made, the products will be packed and shipped to
the buyer's house in real time.
3. OFFLINE CAMPAIGNS AND REPUTATION ON THE INTERNET.

Does not have offline marketing (marketing that does not occur in media
connected to the internet, traditional vehicles, such as, television, newspaper, radio).

REPUTATION
According to the website Reclame Aqui where you can see how the reputation of
companies, reinforcing again that Dengo needs to improve its
communication

As you can see, in the last six months, the dengo had no evaluation.
enough to have a "reputation".
In the general parameter (from the day the account was created on Reclame Aqui until the day
25/05/2020) the brand's reputation is great, but it is still very little for
what can be noted with the number of reviews lower than the total of
complaint.

[Link] SITE
Born from a dream: To make chocolates with pleasure and purpose. Pleasure
because it brings the quality and the incredible flavor of the best cocoa in Brazil.

Purpose because they only believe in doing this: together.

A Dengo creates the connection between those who produce and those who consume. It reconnects the

Brazilian origins and value the cultivation of cocoa and national coffee. They believe
that promote and enhance Brazilian cultures strengthen the ties of the
Brazilians with their stories shorten the path for producers and
consumers.

Brazil was considered in the 20th century as the largest exporter of cocoa.
world. The Northeast region in Bahia experiences a collective movement of cultivation
taking the fruit to chocolate production.
The producers are the main sources of this work. They are the ones who ensure
through processes such as: Harvesting, Breaking, Fermentation, Drying, the
quality chocolates. Dengo takes this service into account, paying
but for the production of quality products.

In addition, they use fruits from the Atlantic Forest, which is one of the regions of

cacao production. Dengo monitors all phases from cultivation,

respects the timing of each harvest and values the conservation of the environment and

the forests.

Producers

Cabruca

Cabruca is a Cooperative of Organic Producers from Southern Bahia.

Located in the central corridor of the Atlantic Forest in southern Bahia, it is
represented by 28 producers committed to valuing production
organic and agroforestry. The main product cultivated is cocoa under the trees
native to the Atlantic Forest and is one of the regions where Dengo is part.

Blog

Your highlights are your products and the commemorative dates. They are made available.

tips and options for chocolates and also add recipes made with them
products.
Brand Curiosities

They offer the Dengo Tasting Coffee. In physical stores, you can taste it.
a well-made and delicious coffee and try some more snacks
sought not to prove alone and combined with coffee.

[Link]

In every piece, a hug of mine: With social distancing the

celebrations will have to be done in different ways, with that, how about
exchange for an hour a warm hug for a gift for someone you love.
This is one of the ways to enjoy Mother's Day with Dengo chocolates.

Plant a Cocoa with Dengo: In November 2019, customers could

join the movement and adopt cocoa seedlings, donating only R$ 3.00 in
brand stores.

All the funds acquired go to the Biofactory Institute of Cacao, which works
to renew, increase cocoa plantations in Bahia, the sustainability of
producers who aim to produce special tolerant seedlings
fungi that cause witch's broom.
Astral Natal of Dengo: Eliminate all thoughts of sleighs, snow and
Pines. In Brazil, Christmas is just joy and good vibes and this is our
December edition that we will celebrate in the Dengo way. The fond ones can
choose products with creative, reusable packaging, without plastic and without
generate waste. Clutches (Fabric Pouches), small boxes and fabrics
charming to gift.

6. E-COMMERCE

WHAT IS YOUR DIFFERENTIAL?

Respect for those who produce: They seek to closely follow more than 120
families and offer technical consulting, sharing part of the profit with the
producers after commercialization, that is, the more the cocoa is of
higher quality will be received.

Inspire those who consume: These are 100% original products, combining flavor and
health with the fruits in the taste of Brazil.

We take care of Nature: The cocoa is produced in Cabruca in Bahia, besides the
Atlantic Forest. With this, to ensure the care we first need to
take care of the forests, preserve by taking care of the trees and bringing crops in
regions of the country.

The production of products: So delicious, that it is naturally healthy. Not

they present fats, aromas, chemicals. Only cocoa butter.
They use more cocoa than sugar in the chocolates and value each harvest.

VARIETY OF PRODUCTS AND PRICES

Chocolate: The packaging is tropical, smooth, and has textures. Made with
a lot of care and thought for the consumer. Check the price range of the products:

Truffle Box - Price: 58.00;

Breakage - Track: 46.00;
Price: 44.00
Strip: 44.00
Box of Chocolates - Price: 38.00 - 76.00;
Chocolate Tablets - Price Range: 5.20 - 21.00;
Hot Chocolate
Cocoa Nibs - Price: 18.00
Gift kits - Price range: 58.00 to 167.00.

The price range varies from: 5.20 to 167.00 reais.

Cafe: The curious thing is that images of the
coffee producers, as well as their explicit names. Their prices vary:
38.00 to 40.00 reais. Some are roasted, ground, or in grains.

SERVICE

Place your order: Orders are made the same way as in stores
online. You can chat directly and live with one of the
Dengo specialists.

Collaborate with companies

Offers its products to partners, collaborators, and suppliers. Through

from your own site, you can send a message, fill it with your
provide the information and make your order.

Impacts

Last year, the brand achieved 85% satisfaction in the percentage of price paid.
above market value. The producers earned R$ 8084.00 reais of
average monthly value paid by the productions, with 162 assets in the area.

PHYSICAL STORES
They are located: Morumbi Shopping, Shopping Jardim Sul, JK Iguatemi,
Shopping Eldorado, Shopping Ibirapuera, Shopping Villa Lobos, Pátio
Higienópolis, Anália Franco Shopping, Iguatemi Alphaville, Iguatemi Campinas
Galleria Campinas, Iguatemi Sorocaba, Village Mall, Barra Shopping, Shopping
Leblon, Iguatemi Brasília, Pátio Batel Curitiba, Parque Shop Barigui.

[Link] NETWORKS
FACEBOOK
Sufficient information about the brand in the profile

As we can see in the image above, the page contains the information
basic contact information, such as phone and email, and a button that directs to the
WhatsApp, where it is possible to make purchases, in addition to this information there is the
link to the brand's website
essence.
Publication frequency on Facebook
The images above show all the brand's posts on Facebook in
months of March to May, months when Easter and Mother's Day occur
they are important dates for commerce, a survey conducted by the Confederation
National Confederation of Shopkeepers (CNDL) and by the Credit Protection Service
(SPC Brazil) in 2019 it was estimated that at Easter 113.2 million people
they spent on significant purchases of the time, so the brand sells a lot
in this season.
It is possible to notice that there is a greater number of 'posts' during the period of
campaign, and during the transition from one to another the frequency drops. After the
Easter campaign end, within a period of two weeks and one day.
(12/04-29/04) only moved the account 4 times, 3 posts in the first.
week one more on the day before the start of the other campaign, so the
the brand is not very active on Facebook.

INSTAGRAM
Brand information on the profile
The biography of the profile on Instagram contains the contact information plus
basic, which is sufficient, since besides these means presented it is possible
for the customer to send a message on 'Direct'. The brand uses 'Highlights'
to promote campaigns, projects, your stores and to present your values and
objectives.

Posting frequency on Instagram

Only the 'posts' made in the 'feed' were analyzed. The Easter Campaign did not
there was a lot of publicity on the 'feed', for example, the campaign started in
March and ended in the same month, with Easter being celebrated on the day
12/04, in April. From the end of the campaign until Easter, there was an interval of 14.
days when the 'feed' was not active, however in the 'stories' the brand made a
project with 7 influencers called '#OlhaMeuDengo' which consisted of these
influencers promoted the products of the Easter campaign in their
own profiles, which brings a lot of visibility to Dengo. Besides this project, the
the brand was promoting Easter products in its 'stories' during the weeks of
March 30 - April 05 and April 06 - April 13 (it is not possible to know the exact days that were)
created the stories only this week), which can also be positive, but
If both resources ('feed' and 'stories') were used, the result could be greater.

YOUTUBE
Brand information

The brand's account has 429 subscribers and 1,941,609 accumulated views.
In the case of YouTube, it is not necessary to have contact information such as email and
telephone, being a platform where there is no direct communication like
On Instagram and Facebook. For companies, YouTube is a means of publicity.
according to Rock Content (a global Marketing company) the platform can
increase brand awareness and brand engagement, which would be the most
indicated for Dengo for still consolidating in the market

Frequency of publications on YouTube

All the videos from the channel were cited. The last three videos are about the
Carnival, Easter, and Mother's Day campaigns, the average viewership
of these three videos is about 88.558, the Carnival video is the most viewed in
whole canal. Most of the videos show the producers who work with the
Dengo and these are the first videos of the channel. In the video descriptions
there are no keywords, making it difficult for the videos to appear for people
who are not subscribed to the channel.

THE BRAND ON SOCIAL MEDIA

Visual identity
Sustainability, health, and appreciation of the biome and Brazilian culture are the
keywords that describe the visual identity of Dengo, in an article from
blog of Estúdio Roxo (a branding, marketing, design, and web company that had
as clients of Expresso 180º and 71 more brands) it is pointed out that these
words are well represented by the brand, they have been present since the
packaging of your products to the 'posts' on your social networks.
In these Facebook and Instagram posts and in the YouTube video, we can see
that everyone values Brazil emphasizing that the products are made from ingredients
nationals and those that are natural.

Are posts the same for each social media?

The publications are different for each social network and the language used for
Facebook is different from the one used on Instagram.

On Facebook, more periods and exclamation points are used, the language is
it's not so relaxed and it's a bit more formal, this is because the audience that
Facebook is older, Edison Research (research company of
market) disclosed that the (American) audience over 55 years old
increased from 49% to 53%, in 2017 and 2019 respectively, while the
The audience aged 12 to 34 years, which was 79% in 2017, fell to 62% in 2019. And
although the research was conducted in the United States, it is possible to observe that
the same thing happens in Brazil, because Facebook is a more social network
informative, more textual this attracts the older audience, who consumes
daily newspapers and news channels.
Example:
On Instagram, the language is more informal, using northeastern slang, and,
also, using a lot of question marks, which makes it more eye-catching.
Instagram is a social network focused on visuals, and this is not a problem for
the brand, since its feed is organized and its images are visually appealing
attractive.
The Instagram audience is younger, according to the German statistics company Statista.
points out that in 2020 the people who use Instagram the most globally
are aged 25-34, while those who use it less are over 65
years, this explains why the more informal language is used on the page of
Dengo.

Example:
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