Preview

Marketing and Godiva

Satisfactory Essays
Open Document
Open Document
486 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Marketing and Godiva
CASE STUDY

“Godiva Chocolatier and Godiva Gems”

1. The product offered by Godiva is an affordable and accessible one that is made for every-day sharing. There are three different levels of the product: the core product, the actual product and the augmented product. The core of the product represents the benefit of this product, the benefit that makes it valuable to its consumers, in this case the reputation of Godiva Chocolatier (high end brand). The actual product is “Godiva Gems”, the tangible, physical good. The augmented product, the non physical part of it, is the fact that it makes a premium quality brand available in supermarkets at a lower price and the fact that it is accessible for everyday consumption.

2. The Godiva brand will not be damaged by “Godiva Gems” because the marketing environment has changed and an adjustment was called for. The 80 years old reputation of Godiva is well established and it can’t be shacked by the launch of its low-end product. Also, as the consumer behavior changed because of the instable economy so did Godiva had to change with it.
There might be a small risk of cannibalization of this line extension for the existing product line, but if this occurs it can be used as a strategy to capture a larger market of a different market segment.

3. Godiva holds global brand characteristics like the fact that it is perceived to echo the same set of morals standards all around the world; it also transcended its origins and formed a well-built, stable relationship with consumers across countries and cultures. Godiva is also sold in international markets and this is another characteristic of a global brand.

4. In the luxury industry, clients value the quality of the products and the brand the most. Being produced and packaged in Turkey may alter the image of the brand so consumers of the high-end line of Godiva chocolates may stop buying them.
Even though there was a financial crisis, sales of products like Godiva

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Marketing and Question

    • 1088 Words
    • 5 Pages

    variables that occur in each stage. Provide an example of a product or service that…

    • 1088 Words
    • 5 Pages
    Satisfactory Essays
  • Good Essays

    Marketing

    • 888 Words
    • 4 Pages

    1) The belief that a firm should dedicate all of its policies, planning, and operation to create customer…

    • 888 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Marketing

    • 369 Words
    • 2 Pages

    5. A/n XXX industry is an industry in which the strategic positions of competitors in major markets are fundamentally affected by their overall global positions.…

    • 369 Words
    • 2 Pages
    Satisfactory Essays
  • Powerful Essays

    Paramount is planning to launch a non disposable razor ‘Clean Edge’. This company is a market leader in the non disposable razor market. Currently it is offering Paramount pro and Paramount Avail. The product based categorisation in hair removal market is non disposable razor, disposable razor, cartridges, shaving cream and depilatories. The non disposable razor and refill cartridge market is divided into three segments based on price and quality – Moderate, Value and Super premium. Based on product benefits there are three groups of people- maintenance shavers, Social or emotional shavers and Aesthetic shavers. The super premium category has the highest growth among the three categories. Paramount doesn’t have an offering in the super premium segment. Clean edge was developed after a thorough research and is a technologically superior product. The company is not sure how to best position clean edge. They have 2 options, either to position it as a niche product targeting highly involved fastidious groomers looking for superior shaving experience or to position it as a main stream positioning focussing on the broad advantage of the closet possible shave. The factors to be considered are the volumes, cost of production, impact of cannibalization and advertisement cost.…

    • 749 Words
    • 3 Pages
    Powerful Essays
  • Powerful Essays

    nike vs adidas

    • 14185 Words
    • 57 Pages

    quality gear, specific to their game, to be able to compete better. It is this market that the…

    • 14185 Words
    • 57 Pages
    Powerful Essays
  • Good Essays

    Though it is risky and involves additional investments in terms of finance and human resource, Extraz may opt for…

    • 1108 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Confectionary industry relates to delicacies or sweetmeats that have sugar as a principal ingredient, combined with coloring matter and flavoring and often with fruit or nuts (All about candy and chocolate, 1958). From all the delicacies that the confectionary industry produces, chocolate is the major product of the confectionary industry that generates the greatest sale. It covers 56% of total sale in 2012 (Euromonitor International, 2013).…

    • 2345 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    Marketing

    • 719 Words
    • 3 Pages

    M1: I have to analyse the factors and their affect on marketing method for one of the Travel and Tourism organisation.…

    • 719 Words
    • 3 Pages
    Good Essays
  • Good Essays

    Godiva Case Study

    • 851 Words
    • 4 Pages

    of Godiva Gems the company aims to appeal to more consumers who will consume just more Godiva every day.…

    • 851 Words
    • 4 Pages
    Good Essays
  • Better Essays

    Marketing

    • 980 Words
    • 4 Pages

    When creating a marketing strategy the first thing to ascertain is the importance of distribution channels and how they work. After reading this paper the reading will be able to better understand the distribution channel levels, channel organizations, as well as understanding the channel members that should be used in each target market.…

    • 980 Words
    • 4 Pages
    Better Essays
  • Good Essays

    Marketing and Godiva

    • 1200 Words
    • 5 Pages

    Godiva.Com is using the e-commerce to operate their business. They created a website named Godiva.Com to sell online both to individuals and to businesses. Since the beginning of year 1994, the Godiva.Com story parallels the dynamic and dramatic growth of e-commerce. They are using business-to-consumer (B2C) of businesses serving the end customers with products or services and commerce transactions between businesses such as between a manufacturer and a wholesaler, or between a wholesaler and a retailer. Another than that, Godiva.Com also provides business-to-business (B2B) in their business model. For your information, B2B is a transaction that occurs between two companies, as opposed to a transaction involving to customer. In other word, there is a company that provides the goods or services for another company.…

    • 1200 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Global Brands vs Local

    • 1181 Words
    • 5 Pages

    A big issue facing the international marketing world today is whether global branding is better then local branding. Consumers all over the world have many different opinions on whether they like purchasing products from big corporate, multicultural companies or the local mom and pop shops that they have grown to know, and became comfortable with. The pros and cons of both global and local branding vary from good and bad. In my opinion local branding are still superior to global branding in the society today.…

    • 1181 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Marketing and Gardenia

    • 6002 Words
    • 25 Pages

    |A commercial bakery was finally started in March 1983 at Pandan Loop, producing 2000 loaves per hour. |…

    • 6002 Words
    • 25 Pages
    Powerful Essays
  • Good Essays

    marketing

    • 872 Words
    • 4 Pages

    Most United States of America companies are trying a hand in entering the Asian market. In this particular case, a company which wishes to join the Korean market should take some factors into consideration. Foreign markets makes a company face several risks. For this reason, they require that a company is ready to face some of the challenges it may find in the new market (T. Martin 2). Companies also are obliged to do comprehensive research on the foreign market they want to venture. This will help them have a clear image and the necessary precautions before entering such a market. Such factors may include cultural risks, economic risks, political risks, market availability risks and the general capability of the company. This paper outlines the several cultural risks an American company may face while trying to venture into the Korean market. Some of these risks include language; religious and educational system differences (T. Martin 2).…

    • 872 Words
    • 4 Pages
    Good Essays
  • Better Essays

    marketing

    • 856 Words
    • 4 Pages

    From the work of Field and Keller (1998), there are some relationships among EST, EFT, LST, LFT, duration and TF in an activity-on-node. (See Table 1) Meanwhile, there are some types of dependency, but finish-to-start lag is normal one. In the network diagram drawn, it uses the finish-to-start relationship.…

    • 856 Words
    • 4 Pages
    Better Essays

Related Topics