Day Chocolate Company
Report International Marketing
Table of Contents
General Market Trends
Day Chocolate ltd.’s main strategic aim is to bring premium quality fairly traded chocolate to the mainstream British market to raise awareness of Fairtrade. Cacao growers in Ghana own one third of Day Chocolate ltd and are represented in the Board of Directors. With cooperation of Kuapa Kokoo, the cocoa growers can actively take part in the leadership and development of the company. By owning shares, Kuapa Kokoo has direct access to the market, influence in how the products are marketed and perceived by consumers and a share of the profits.[i] By putting them higher up the value chain, Divine Chocolate ltd wants to improve the living conditions of the cocoa growers. They receive a guaranteed fair and stable price for their crop. Kuapa Kokoo uses the social premium paid for Fairtrade chocolate to improve their conditions concerning water, medical supplies and new school facilities, which help the whole community.
Day Chocolate ltd sells two different brands named Divine and Dubble. Day Chocolate started off with Divine Chocolate and launched the brand Dubble in 2000. Divine wants to be the leading Fairtrade chocolate company selling a high quality and affordable range of Fairtrade chocolate.
Dubble was promoted as a new kids’ brand creating a vehicle to reach young people with the Fairtrade message as well. Dubble is the result of a partnership between The Day Chocolate Company and Comic Relief. Dubble is designed and developed with input from thousands of children. The ethos of Dubble is ‘by kids for kids’ and drives its online developments. Almost 50,000 Dubble Agents have signed up and are changing the world ‘chunk by chunk’. The agents have to introduce Fairtrade to their family and friends and encourage local shops to stock Fairtrade products. ‘Mission Possible’ is the greatest mission for Dubble Agents.
When assessing the consumer segmentation of Divine and Dubble, the following major aspects were taken into consideration: geographic, demographic, psychographic, and behavioural variables.
Geographic segmentation: Devine launched it’s Fairtrade chocolate at the market of the UK and has already broadened it’s scope by selling to independent retailers in the USA, Canada, Sweden, Norway, Holland, Hungary, Denmark, Slovakia, Czech Republic and Japan. Most of these retailers are located in the major cities. Dubble Fairtrade Chocolate is available in all major high street supermarkets as well as convenience stores, wholesalers to schools, offices, student unions and catering outlets[ii]. Divine Fairtrade chocolate is stocked in stores as Tesco, Sainsbury’s and Morrissons but can also be ordered online. By introducing the online shop, Divine Fairtrade chocolate became available worldwide. Demographic segmentation: Day Chocolate has divided it’s customers into different age and life-cycle groups. The Fairtrade chocolate of Divine focuses mainly on adults. However, they make no distinction between the broad variety in age within the term ‘adults’. Concerning the segmentation within different income groups, Divine has no focus on a specific income group. Divine’s aim is to sell quality and affordable Fairtrade chocolate to the mainstream of countries worldwide. Psychographic segmentation: The consumer segment of Divine has to appeal to the consumers who are aware of Fairtrade issues. Moreover, Divine even wants to create and raise Fairtrade awareness by emphasizing the effect of buying their products (improve the living conditions of smallholder cocoa producers). Behavioural segmentation:...
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