Marketing and Godiva
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
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
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.