Godiva's advertising campaign is to create a common advertising message targeted at the three main markets, (Godiva USA, Godiva Europe, Godiva Japan) while taking into consideration the inevitable cultural differences amongst countries. The company must protect and promote its image of quality and luxury throughout the world. The company must also take a look at the current situation in its home market of Belgium and repair its "grandmotherly" image. In Belgium boutiques need to be reconstructed to the level of other Godiva boutiques from around the world. Christmas season, the company's period of greatest sales, is approaching with no set advertising campaign. Meeting Campbell's required rate of return of 15% when spending an additional 13M bf on advertising.
Godiva is going to launch a blitz ad campaign in time for the Christmas season. The goals of the campaign will be to stimulate demand for Godiva, focus on Belgium's unique customer preferences and reposition the Godiva brand in the minds of the youth. Our "grandmotherly" image in this segment must be addressed. Our communication mix will consist of direct mail, TV, and print media. Direct mail is attractive due to the low cost and ability to target selected demographics. The direct mail ads will have free sample coupons to encourage people to visit Godiva's newly renovated boutiques, thereby increasing frequency of purchase. The TV ads will focus on reinforcing our brand name recognition. In addition, traditional print advertisements will be utilized to reach Godiva's target market. The campaign will focus more risqué Lady Godiva advertisements towards the younger audience, through their TV shows and magazines of choice.
The long-term plan for Godiva is to create unique advertising campaigns for the European, USA, and Japanese market. The advertising will still communicate a common message but will be