Chocolate Day Marketing Case
Contents
← Introduction
← Consumer segment
← Marketing mix
← Strengths and weaknesses
← Opportunities and threats
← Future
← International expansion
← Conclusion
← Reference list
Introduction
In 1993, a co-operative called Kuapa Kokoo was set up by a group of cocoa farmers in Ghana. To gain significant knowledge of the Western chocolate market and to expand their business, Kuapa Kokoo farmers voted in 1998, which lead to the forming of The Day Chocolate Company. [1]
The Day Chocolate Company is a unique North-South partnership which brings premium quality fairly-traded chocolate to the mainstream British market. It works with organisations and individuals in the private, public and voluntary sector to raise awareness of fair trade.[2]
Kuapa Kokoo, together with The Body Shop International, Twin Trading and Christian aid formed The Day Chocolate Company in 1998. Since October 2000, Comic Relief is also present at Board-level representation.[3] These stakeholders play a dynamic and ongoing role. With the help of the stakeholders, The Day Chocolate Company obtained credibility, supporter networks and brand equity. They also have significantly contributed to the marketing and distribution roll out.
The Day Chocolate Company is a main actor in fair-trade forums. It is a licensee of the fair-trade Foundation. Furthermore, The Day Chocolate Company is a member of the Biscuit, Cake, Chocolate and Confectionary Alliance (BCCCA).[4]
Divine was the first chocolate bar launched by The Day Chocolate Company in 1998. Divine is a classic milk chocolate bar. Due to the popularity of this product, it is now stocked in over 4500 outlets. These outlets contain all major supermarkets, wholefood shops, cafes, theatres, museums, churches and cathedrals. The chocolate bar can be bought in two different sizes. The range of Divine is continually expanding. Furthermore, there is Dubble. This product was
← Introduction
← Consumer segment
← Marketing mix
← Strengths and weaknesses
← Opportunities and threats
← Future
← International expansion
← Conclusion
← Reference list
Introduction
In 1993, a co-operative called Kuapa Kokoo was set up by a group of cocoa farmers in Ghana. To gain significant knowledge of the Western chocolate market and to expand their business, Kuapa Kokoo farmers voted in 1998, which lead to the forming of The Day Chocolate Company. [1]
The Day Chocolate Company is a unique North-South partnership which brings premium quality fairly-traded chocolate to the mainstream British market. It works with organisations and individuals in the private, public and voluntary sector to raise awareness of fair trade.[2]
Kuapa Kokoo, together with The Body Shop International, Twin Trading and Christian aid formed The Day Chocolate Company in 1998. Since October 2000, Comic Relief is also present at Board-level representation.[3] These stakeholders play a dynamic and ongoing role. With the help of the stakeholders, The Day Chocolate Company obtained credibility, supporter networks and brand equity. They also have significantly contributed to the marketing and distribution roll out.
The Day Chocolate Company is a main actor in fair-trade forums. It is a licensee of the fair-trade Foundation. Furthermore, The Day Chocolate Company is a member of the Biscuit, Cake, Chocolate and Confectionary Alliance (BCCCA).[4]
Divine was the first chocolate bar launched by The Day Chocolate Company in 1998. Divine is a classic milk chocolate bar. Due to the popularity of this product, it is now stocked in over 4500 outlets. These outlets contain all major supermarkets, wholefood shops, cafes, theatres, museums, churches and cathedrals. The chocolate bar can be bought in two different sizes. The range of Divine is continually expanding. Furthermore, there is Dubble. This product was