theo
1. The main values of Theo Chocolate are the finest quality of its products, fair trade, and business sustainability.
2. I think it is valid valid for Theo to attempt to be the Starbucks of chocolate as the image of Starbucks is really what Theo want to share with its customers in terms of chocolate. For Theo this image means that people will want to pay more for its organic high-quality chocolate, as they will see the higher perceived quality of this product and their mindset towards chocolate. Starbuck succeeded in changing customers’ attitude toward coffee, now for Starbucks customers coffee is not only a product, but also a lifestyle. In addition, Starbucks demonstrates that it cares not only about it customers (that is of top priority), but also about coffee business in general (fare trade) . I think, that is exactly what Theo pursuits.
Based upon your choice above, how should Debra Music manage the consumer brand? What marketing and sales tactics should she employ to achieve these objectives?
1. A) In my opinion, Theo should stay in the market niche of expensive organic chocolate. For that it should focus on its POD’s which are high quality ingredients, fair trade, business sustainability and environmental protection. The target audience defined it the case is very interested in all this issues the company address, but, in my opinion, the company doesn’t communicate that values as it can do. Company should increase awareness of the brand focusing on the values they deliver. So, in my opinion, the first objective should be increasing awareness and more aggressive value communicating. Also they can try to deal directly with customers via their own chocolate shops. B) Debra Music should use all available marketing and sales tactics to do that. I think she should promote it more aggressively. Given the fact, that today many issues related to fare trade are raised, Theo can be featured in these articles as a positive example, in this case they would address
2. I think it is valid valid for Theo to attempt to be the Starbucks of chocolate as the image of Starbucks is really what Theo want to share with its customers in terms of chocolate. For Theo this image means that people will want to pay more for its organic high-quality chocolate, as they will see the higher perceived quality of this product and their mindset towards chocolate. Starbuck succeeded in changing customers’ attitude toward coffee, now for Starbucks customers coffee is not only a product, but also a lifestyle. In addition, Starbucks demonstrates that it cares not only about it customers (that is of top priority), but also about coffee business in general (fare trade) . I think, that is exactly what Theo pursuits.
Based upon your choice above, how should Debra Music manage the consumer brand? What marketing and sales tactics should she employ to achieve these objectives?
1. A) In my opinion, Theo should stay in the market niche of expensive organic chocolate. For that it should focus on its POD’s which are high quality ingredients, fair trade, business sustainability and environmental protection. The target audience defined it the case is very interested in all this issues the company address, but, in my opinion, the company doesn’t communicate that values as it can do. Company should increase awareness of the brand focusing on the values they deliver. So, in my opinion, the first objective should be increasing awareness and more aggressive value communicating. Also they can try to deal directly with customers via their own chocolate shops. B) Debra Music should use all available marketing and sales tactics to do that. I think she should promote it more aggressively. Given the fact, that today many issues related to fare trade are raised, Theo can be featured in these articles as a positive example, in this case they would address