Marketing and Godiva
CASE STUDY
‘’ GODIVA CHOCOLATIER AND GODIVA GEMS’’
Godiva Chocolatier is a manufacturer of premium chocolates and related products. Godiva, founded in Belgium in 1926, was purchased by the Turkish Yıldız Holding, owner of the Ülker Group, on November 20, 2007. 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 specialty retailers. In fall 2009, the chocolatier decided to go mass market and introduced a lower-priced line named "Godiva Gems," intended to help consumers perceive the premium Godiva brand as more affordable or accessible. This action is discussed a lot in business environment that many articles were written about the Gems and its effects of brand reputation. This article was also to identify the Gems’ possible effects on the brand. Below you will see the questions that we have tried to answer regarding the article.
1. İdentify the product offered by Godiva. Identify the different levels of the product. Discuss the attempts made by the management to come up with an augmented product.
The product offered by Godiva is an affordable and accessible one that is made for everyday sharing. Godiva product available worldwide in over 80 countries around the world, operates in 450 shops and the product over 10000 other retailers. Therefore, it makes easier for consumer to obtain the products. Godiva introduced Godiva Gems at mass market with lower price to reach high level of target market. It is perfect for the customer to gain high quality chocolates at affordable prices. Consumers also can purchase Gems bag as low as $4 for a range of 12 to 18 chocolates or $9.99 for a bag of 20 to 29 chocolates.
There are three levels of the production:
The core of the product
Represents the benefit of this product, the benefit that makes it valuable to its consumer, in this case the reputation of Godiva Chocolatier (high end brand)
The actual
‘’ GODIVA CHOCOLATIER AND GODIVA GEMS’’
Godiva Chocolatier is a manufacturer of premium chocolates and related products. Godiva, founded in Belgium in 1926, was purchased by the Turkish Yıldız Holding, owner of the Ülker Group, on November 20, 2007. 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 specialty retailers. In fall 2009, the chocolatier decided to go mass market and introduced a lower-priced line named "Godiva Gems," intended to help consumers perceive the premium Godiva brand as more affordable or accessible. This action is discussed a lot in business environment that many articles were written about the Gems and its effects of brand reputation. This article was also to identify the Gems’ possible effects on the brand. Below you will see the questions that we have tried to answer regarding the article.
1. İdentify the product offered by Godiva. Identify the different levels of the product. Discuss the attempts made by the management to come up with an augmented product.
The product offered by Godiva is an affordable and accessible one that is made for everyday sharing. Godiva product available worldwide in over 80 countries around the world, operates in 450 shops and the product over 10000 other retailers. Therefore, it makes easier for consumer to obtain the products. Godiva introduced Godiva Gems at mass market with lower price to reach high level of target market. It is perfect for the customer to gain high quality chocolates at affordable prices. Consumers also can purchase Gems bag as low as $4 for a range of 12 to 18 chocolates or $9.99 for a bag of 20 to 29 chocolates.
There are three levels of the production:
The core of the product
Represents the benefit of this product, the benefit that makes it valuable to its consumer, in this case the reputation of Godiva Chocolatier (high end brand)
The actual