of Italian origin' silv;rnaenrigratedto Englandfrorn

Lugano,srvitzerland,with 6er family

when she \\'as ten years olcl. Later, she marrieclpierre,
iurlo *n, ,tro srviss, ancl worked
in his designerclothing br.rsiness in London. In 19g0,they nroved to
Oxford and openecl
a Frencl'r-istyle
restatrrant

The restaurant\\:as!'ery srrccessful,

but silvana found it difficult to ger high
qualiry after-
clinnerchocolatesin England.she was so disappointed
about this thar she decided to
retLrrnto Lugano and learn horv to make thern herself.
A friend of hers owned a large
chocolatefactory-there,and happily shorveclher how.ho.olut.,
,.rere manufactrlred.
Back in England,she starteclproducing hand-rnacle
chocolatesio, r,". restaurant
clienteleand friends-she used top-qurlity ingredients,
and the chocorateswere greatry
praisedby all nho tastedtltem.

The idea of establishinga hancl-rnacle confectionerybusinesscame al'rost by

one day, on an imptrrse,they contacreda famous chance.
chain of quality food storesbased in
London' The firm's chief buyer expressedinteresr
in their produ.ts, a'd the following
rveek they $/enr to London witl'r their.samples.
To their asionishmenr, they reft the
buyer's office n'irh an order for 30 kilos!

seeing the potentialin silvana's'hobby', the couple

sold their restarnlnt and useclthe
proceeds to set tlp sil'ana chocolates- vithin a year,
they s'ere unable to cope with tSe
demand and had to take on additionallabour. Five years
later, Silvanachocolates was a
flourishing business,producing a rvide range of trufhes,
protin., liqueur chocolates.
"n.r
Today, the chocolatesare selling well in the uK,
but Silvanaand pierre are ambitious:
they want trre businessto be much bigger.They wourd
tit to expand into Europe
as soon as possible' To do so successfully,they "tro "
know they must create a stronger brand
irnage - the chocolates don't really have a 'personality'
at the nlomer.rt- ancl de'ise a
marketing plan to increase brand awaren"ri - their
procrrrc,, not widely known
by the generalpublic. ^r.r,iit

To discr'rsssuitable $/a)rsof irnproving brand image

and increasing consuffler a*,areness,
pierre ancl sil'ana ha'e set
up a meetingwith a s'all actverrising?gency
in London.

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A brartd wilb plans

I BR A N D ANAG EM ENT