Day Chocolate Company Report International Marketing Table of Contents Page Introduction 03 Consumer Segmentation 04 Brand Development 06 Marketing Mix 07 General Market Trends 09 SWOT Analysis 10 Internationalisation 11 Conclusion 12 References 13 Introduction Day Chocolate ltd.’s main strategic aim is to bring premium quality fairly traded chocolate to the mainstream British market to raise awareness of Fairtrade. Cacao growers in Ghana own one third of Day Chocolate ltd and are represented in the Board of Directors. With cooperation of Kuapa Kokoo, the cocoa growers can actively take part in the leadership and …show more content…
For example, Divine sells ‘Heavenly chocolate recipes’ and appeals with this product to chocolate lovers and people who like to cook with chocolate. Another example is the ‘Divine Chocolate Valentine’s Gifts’, which appeal to people who want to give something special with valentine. These products are examples of their purpose to extend their customer segment. A reason for buying products of Divine can be the Fairtrade mark. However, the high quality of the chocolate could also be a reason. These benefits of the products of Divine become apparent in the quote of Cherie Lunghi: “Chocolate is the ultimate feelgood treat – I’m unable to resist a lovely square of chocolate every now and then! But I’m fussy about what I choose, and I buy Divine not just because it’s so good, but also because it’s owned by cocoa farmers which gives them a share of the profits and real power in the chocolate market. That seems like a pretty good reason for indulging.” (Source: http://www.divinechocolate.com/about/faqs.aspx) Divine is using multiple segmentation bases. They focus on a mainstream adults customer segment and want to appeal to people who are Fairtrade aware. However, people with a need for high quality chocolate are also part of their consumer segment. Dubble Geographic segmentation: Dubble Fairtrade Chocolate is available in all major high street supermarkets as well as convenience stores, wholesalers to
During The Crucible Abigail Williams has a dishonest, conniving, and aggressive nature, which causes others in the play to be affected and many people killed. She is very rude and very mean to the others, and she lies about things to make herself look good, and make her look innocent. People in the village know Abigail as a innocent child, but she is really a evil person and she causes people to be harmed. As Abigail goes throughout the play , people begin realizes that she is evil , and that she has been lying.
The main strategy that contributes towards boosting its sales is its exceptionally occasional reach for diverse packaging. But apart from that, there are several other measures followed in promoting the products in a sustainable manner. They introduce 6-8 new products every year, hold regular tastings at their stores at least once a month, choose product of the month which is certain to allure clients into the store (TEC The Executive Connection, n.d.). In reality it is a brand that can be found in totally every feature of the Haigh 's Chocolates business. Its logo is worn on the white shirts of assembly line labourers pretty much as it 's imprinted on each case and sticker in each store. However, the organization 's prosperity is not because of something as oversimplified as a flawless logo (Fanning, 2014). Apart from this, Haigh’s has such great brand recall and acknowledgment because of the solid, ideal and one of a kind brand affiliations; the 'brand image '. Less cash would need
Cocoa Delights is committed to becoming the leader in the Australian market for premium quality chocolate and maintaining a company culture which fosters and encourages continuous improvement. Our mission is to provide Australian consumers with the highest quality chocolate on the market whilst maintaining the promise to trade fairly with both local and overseas suppliers, promoting
Clare’s Chocolate Cafes has always used good quality cocoa to make their chocolate products. This is, in itself, an amazing marketing product because customers know that while they may be paying a little bit more, the product is worth it. As well, the organization makes a wise customer draw when each hot beverage is served with a high quality chocolate product. The early practice of making chocolate products by hand and providing individual or pre-packaged products, of all sizes, for the customer to select, was
Thorntons, a more than 100 years old UK brand, is now the largest British chocolate manufacturer and retailer in this country. This chocolate specialist mainly targets at premium chocolate market, retailing mostly through both its own shops and franchise. To diversify Thorntons’ business into Chinese and Indian high-end chocolate market, Foreign Direct Investment (FDI) is recommended for a better control of brand image. Besides, Thorntons is recommended to import UK made highly premium chocolate to retail by its subsidiaries in these two countries.
Report Regarding the Potiential of Lily O’Brien’s Chocolates to Expand its Operations into EU Markets
Godiva chocolate has been a paramount in its field of expertise, chocolate. It has an annual sale of $500 million. Offering a very interactive and personal customer service, where customers could feel the staff’s sincerity.
Ethel’s Chocolate Lounge will probably benefit most from psychological factors. Consumers have a strong emotional tie to an experience that makes them feel good about themselves and Ethel’s offers several benefits combined into one experience. The environment at Ethel’s is luxurious and edgy and makes customers feel special. Their chocolates are touted as fine chocolates created by a French chef, which again answers the psychological need to obtain the best. Customers are motivated to turn an everyday treat into an experience.
There are some foods that no one can refuse even if it’s forbidden for them. Chocolate is that sort of tempting item that most of the people can often resist. Old or young, every individual from different ages can not resist its sublime temptation. So, most people cannot resist the temptation of eating chocolates. Let it be a festival or an ordinary snack, chocolate may be there as one of the delicious dishes. The wonder of its taste is so wonderful that it develops even chocoholics like alcoholics. There are some people who even eat a lot of chocolates to get over tough times. Of course this mouth watering wonder from heaven can also serve the purpose of gifts, especially on romantic occasions and so on. Thus, this
The natural environment involves Cocoa beans that are needed by Whittaker’s to produce their chocolate products. Over the next few years, the world is expected to face a chocolate ‘drought’, leading to soaring prices of cocoa beans due to insufficient consumable cocoa to chocolate manufacturers. (Western farm press, 2011)
Maestro Swiss (herein reffered to as appellant) manufactures and sells various types of chocolates under the brand names ‘Vochelle’ and ‘Maestro Swiss’ in Malaysia. Chocosuisse Union Des Fabricants Suisses De Chocolat (herein referred to as the 1st Respondent) is a cooperative society established in Switzerland. Its responsibility is to protect the worldwide reputation and goodwill of its members who are chocolate manufacturers in Switzerland. The Kraft Food Schweiz AG and Nestle Suisse SA are the 2nd and 3rd respondents respectively
Background; the company is United Kingdom’s one of the principal chocolate producers and retailing organization, also known for dealing with many other types of confectionary products. This organization has been doing business, since its inception in the year 1911, with around
Cadbury is trying to create a difference in the community; its goals, focusing on promoting healthy lifestyles through investing in signature programs and improving the lives of Fairtrade cocoa farmers due to having their chocolate Fairtrade certified (Cadbury, 2015). Below Table 1 (and Appendix 1) shows a SWOT analysis of Cadbury and its market.
Chocolate, one of America’s favorite treats, is one that is not only steeped in rich flavor, but deep in history, economic, and social significance as well. It’s often scarcely known to the general populace as to the where this sweet item first originated or what brought it into our candy stores. But in spite of this, there are two things that can be duly noted about chocolate: one, is that it
This kind for consumer are seeking higher quality lifestyle and willing to spend more than traditional families. For instance, prestigious chocolate brands like Godiva (Godiva, 2013) would be their favor, especially they are willing to consume during special festivals. It is perceived that benefits sought by Godiva’s typical customers are high income, this group is able to afford on high quality, fashionable, with diversified variety of choices and superior materials. What’s more, they want truly divine chocolates with higher cacao levels, natural flavors and unusual ingredients, and prestigious