Godiva Hong Marketing Plan

Topics: Chocolate, Marketing, Types of chocolate Pages: 24 (6475 words) Published: November 30, 2012
Marketing Plan for GODIVA HONG in the Netherlands
GODIVA HONG
Chocolate therapy
[pic]
Marketing Group Assignment
Pre-Master
Lecturer: Lenny Dijkshoorn
Date: 2nd April 2012
Group
Viviane Liu 0859300
Celeste Ren 0856410
Chen Nuo 0854151
Kong Jianan 0854149
Kashmena Hoque 0856414
Michael Ekue 0856418
Table of Contents

Introduction……………………………………………………………………………...…………..…4 1.Profile…………………………………………………………………………………...…….……....5 1.1 Company Profile…….……...…….……..…………………………….…….......….….5 1.2Company Product…………….……..…………………………………..…..…………5 1.3Company Mission…………….…….……………………………………...................5 2.DESTEP analysis……………………………..……...……………………………...……………….6 2.1Demographic Analysis……………………………………………………...………….6 2.2Economic Analysis. …………………………….…………………..…….……………6 2.3Social and environmental Analysis...............................................................................7 2.4 Technological Analysis…………….…………………………………..………………7 2.5Ecological Analysis………...………………………………………… ...……………..7 2.6Political………………………………………………………………………………….8 3. Competitive Analysis-Applying Porter’s five forces ……………………………..……………….9 3.1Threat of new entrants………………………………………...………………………9 3.2Bargaining power of suppliers…………………………....………………………...…9 3.3 Bargaining power of buyers………………………...…………………………………9 3.4 Threat of substitutes…………………………………………………………………...9 3.5 Industry competitors…………………..……………………..………………………10 4. Competitor’s analysis…………………………………………..………………………………….10 4.1Competitor one: Guylian………………………………………………….……….....10 4.2 Competitor two: Neuhaus……..…….………………………………………………11 4.3 Competitor three: Leonidas…..…………………………………………………...…11 5. SWOT ANALYSIS ………………………………………..………………………………………12 5.1 Strength…………………………………………………………….………………….12 5.3 Opportunities……………………………………………...…………………………14 5.2 Weakness………….…………………………………………………………………..14 5.4Threats……………...………………………………………...……………………….14 6.Marketing Strategy……………………………….……………………………………………...…15 6.1Marketing Objective………………………………………………………………….15 6.1.1 Awareness Objective…………………………………….…………………...…15 6.1.2 Sales Objectives………..…………………………………….……………….....15 6.2 Marketing Strategy………………..………………………………...……………….15 6.3 Target market and Positioning …………………………………………….....……..16 7. Marketing action plan…………….……………………………………………………………….17 7.1 Description of product………………………………………………………………..17 7.1.1 Product Classification……………….……………………………….………...17 7.1.2 Package………………………………………………………………..………...17 7.1.3 Service…………………………………………………………………..……….17 7.2 Price……………………………………………………………..………………..18 7.2.1 Pricing strategy for Godiva…………………………….……………...18 7.2.2 Pricing for Godiva Hong……………………………….………..…......18 7.3 Place…………………………………………………………………………...….18 7.3.1 Traditional distribution channel:local malls………….………..…...18 7.3.2 New distribution channel: online and telephone order………………18 7.3.3 New distribution channel: co-worker website………….…………......19 7.3.4 New distribution channel: Fashion event& business press release….19 7.4Promotion………………………………………………………………………..19 7.4.1 Marketing channel: advertisements …………………………….…….19 7.4.2 Marketing channel: The shopping center exhibition………………...20 7.4.3 Free sample delivery……………………………………………………20 Bibliography and References………………………………………………………………...21

Introduction

This report consists of a situational analysis and a potential market analysis of Godiva Hong. This report is prepared by the RBS Marketing Consulting Firm. RBS is the only authorized marketing strategic partner of GODIVA in Europe. The purpose of this report is to attain insight...

References: [1] Cougar, 2005, Godiva Case Study, Strategic Issues, Problems, and Opportunities, [online], http://www.oppapers.com/essays/Godiva-Case-Study/65561, [accessed 15th Mar. 2012]
[2] Diane L., 2011, Holland Handbook, 2nd, EXPT Media,, Rotterdam, Netherlands
[5] Lofthouse, R. 2007. Luxury chocolate is piling on the pounds as Godiva becomes the latest to tempt buyers. The Business. [online]. [Published 18 August 2007]. Available from: http://www.factiva.com [accessed 15th Mar 2012].
[6] Milmo, C. 2007. The capital gains: London is the new plutocrats’ paradise. The Independent. [online]. [Published 8 February 2007]. Available from: http://www.factiva.com [accessed 15th Mar 2012].
[7] Moskow, R. & Aquino, P. 2007. Campbell Soup Company: Godiva may gallop off. Credit Suisse Equity Research, [accessed 15th Mar 2012].
[8] Wikipedia, 2012, Godiva Chocolatier, [online], http://en.wikipedia.org/wiki/Godiva_Chocolatier, [accessed 15th Mar 2012]
[9] Philip Kotler and Gary Armsrtong (2008), Principle Of Marketing 12th Ed, P232, Pearson Education
Chang Sub Kim, Deyeon Kim, Han Seo, Wendy Shin, Minkyung Suh, (March 2008). Godiva Chocolatier in North American market. California Institute of. Technology. BEM 106 Project
[10] NEUHAUS.2012
[16] Healwithfood. (2010). Health Benefits of Eating Red Kidney Beans. [online] Healwithfood. Available at: < http://www.healwithfood.org/health-benefits/red-kidney-beans.php > [Accessed 18 March 2012].
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