Marketing and Godiva

Topics: Marketing, Chocolate, Godiva Chocolatier Pages: 6 (1845 words) Published: April 10, 2013
There is more to life than money
There is more to life than fame and
There is more to life with Godiva’s chocolate Godiva Background

Godiva Chocolatier, a Belgium chocolate manufacturer famous for its premium quality handcrafted chocolates, was founded in 1926 in Brussels by the master chocolatier Joseph Draps and it was purchased by the Campbell Soup Company which faciliatates the activities of brand aroun the World. In 2001 Godiva was purchased by the Turkish Yıldız Holding, owner of the Ülker Group. and on Februrary 1st 2013 the former owner of Godiva Chocolatier Yildiz Holding sold Godiva Chocolatier to the American food company The Kraft Foods Group. Godiva owns and operates more than 600 retail boutiques and shops in the United States, Canada, Europe, and Asia and is available via over 10,000 speciality retailers Global Marketing Strategy of Godiva

Godiva is growing in the global market with accessing to new markets and new resources. The brand is very well known for its hand-made luxury chocolates and it is touching more people who have different cultures, economic environments with market development strategy(entering into new markets with existing products) and diversification strategy(entering into new markets with new products). Key Elements of Global Marketing Strategies of Godiva

Customer Value: In fall 2009 , the chocolatier decided to go mass market and introduced a lower price line named “Godiva Gems”, intended to help customers perceive the Premium Godiva brand as more affordable or accessible. Gems are marketed as ideal for enjoying a “Little taste of Godiva chocolates anytime and anywhere.(Keegan W., Green M., 2011) At the same time it is a real response to changing marketing environmet because of economic crisis since this is a move for meeting the needs of today’s consumer who have given up many luxury goods but are still treating themselves with lower-priced impulse purchases like chocolates. Besides the Gems selling on the supermarkets , Godiva also introduce “Legacy Truffles” which has a Premium price and it shows that they will not abandon the hig-end market either. Chocolate consumption is all categories is associated with pleasure and three basic reasons why people purchase Premium chocololates firstly for the purpose of giving as a gift , secondly sharing with a group for example friends or family and lastly eating by oneself. The first category, gift-giving, has been Godiva's strong suit for decades, especially at occasions such as Valentine's Day. Godiva is looking to appeal to a wider audience of gift givers. Its holiday catalog reads like a shopping list, suggesting various new products —a box of brownies? a chocolate-fondue basket?—for babysitters, neighbors, teachers and clients. (Holmes, Nov. 30, 2011)

Competitive advantage: Godiva creates competitive advantage through differentiation. Godiva has competitive advantages on product, price service, customer, brand image to distinguish itself from other companies around the world. Consumers can find a comprehensive selection of Godiva offerings ranging from chocolate assortments and truffles; chocolates bars; chocolate treats; biscuits; coffee; desserts and a lot more.Consumer benefits from uniquely sensual pleasure taste and presentation. Godiva created a worldwide niche for luxury chocolates, with a very high price and with a shelf life of 12 weeks as compared to 30 weeks for other competitors. Higher prices do not prevent to purchase but limit impulse purchasing. Also Godiva has a significant strong image in the mind of customers comparing with other brands. Having roots in Belgium known for its hand-made chocolates gives Godiva a competitive advantage in the global market. The stylish packing, the well thought out color combinations, and the unique luxurious experience...

References: Brohaugh, B. (2009). Global CIO: Godiva CIO Leading Strategic Customer-Engagement Program. Information Week.
Holmes, E. (Nov. 30, 2011). Breeding a Nation of Chocoholics: As Sales Rise, Marketers Try To Make Chocolate an Everyday Snack. The Wall Street Journal.
Miller, K. (Aug., 2007). Campbell Reviews Godiva Chocolate Business. Confectionary News.
Keegan, W. and M. Green (2011), Global Marketing, 6th Ed., Prentice Hall.
Segarra, M. (Sept., 2012 ). Business Is Sweet. CFO Magazine.
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