Marketing Strategies for Godiva Chocolates

Godiva Chocolatier is a Hong Kong-based company that started its operations in Brussels, Belgium in 1926. The company offers a range of high-quality chocolates and has adapted its product offerings to fit local tastes in different countries. Godiva has two approaches: adaptation, where it tweaks its products to fit local cultures, and standardization, where it maintains a consistent product line globally. The company also focuses on building strong brand awareness through marketing and promotions, and targets value and luxury segments of customers.

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Slide 1: About Godiva
Godiva Chocolatier is a Hong Kong based company which began its processes in 1926 in
Brussels, Belgium. The company is recognized as one of the leading brand of fine chocolates.
The fine products of Godiva range from praline chocolates, shell-molded chocolates and truffles,
coffees, biscuits collections, chocolate drinks representing the dedication of the company
towards excellence. Godiva has been embodying the art of chocolates with a creative and
innovative approach towards texture, flavor and appearance.
Godiva has been able to create an impression of bringing into the perspective, the various
strategies that can be applied by the chocolate manufacturing firm which is seen to be in line
with the technology and the product quality. The company saw its inception in the year of 1958
from where it was seen to culminate in the global recognition and in the year of 1972, it extended
to Japan and New York. The Campbell Soup was seen to witness the sales arrangement and it
was later sold the company to a Turkish Company named Yildiz Holding in 2007. Godiva is seen
to apply various internal and external strategies in response to the competition present in the
global world.
Slide 2: Godiva Market
Product: Godiva Chocolatier are Specialized in ice cream and cookies, Cocoa mixes, flavored
coffees, Truffles. The boxes of iconic gold have developed an admired and upscale brand. The
leading brands of the chocolates in the world are found in the Hong Kong market. The
supermarket of Hong Kong has an array of brands in Hong Kong. The consumption of chocolate
are seen to vary from country to country. For example, the Asians are seen to eat less sugary
products whereas European are seen to enjoy it (Khan, et al., 2014). The Asian have a clear

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preference for dark chocolates due to its bitter taste. Due to the huge production of chocolates in
Hong Kong, the chocolate has always been on the shopping list of the tourists coming to Hong
Kong. The acquiring of Godiva chocolates has permitted the Ulker Group to get into the global
markets as well as is observed as a success story only for economy of Turkish. Ulker group is the
biggest company of consumer goods in Food industry of Turkish. For $850 million, it was sold
to Ulker Group in the year 2007.
Slide 3: Main Concerns in Godiva
According to Kotler, Rackham, and Krishnaswamy (2006), the sales function is considered to be
the closest contact to their customers and further a strong customer orientation (Homburg and
Jensen, 2007). Therefore, the information must be shared with the market analysis and R&D
department so as to improve the process of assessing, finding and selecting better and innovative
ideas for the company. Consumer also learns about the chocolates from various other sources
which are mainly from the families and friends either from their personal experience or through
advertisement. Whether advertising or a promotion help or hurt a brand and its image is under
consideration. In long terms, the advertisement aids a brand by building more loyalty and
sensitivity regarding price in the consumers regarding their purchase behavior. The decision
regarding a purchase which pertains to a specific brand as well as loyalty of the outcome of
various characteristics of a product must be taken. (Mela, et al., 1997). Advertisers and
promoters must always remember that messages of advertisements are interpreted variously
between various genders (Hogg, et al, 2003).

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Slide 4: Approach 1: Standardization
Development of standardized products to be marketed in whole world with a common marketing
mix, Maintaining truthfulness with core brands, Meeting with the expectations, Standardization
of marketing mix (promotion, price, place and product, No consideration towards global
environment, Assumption regarding similarity in all the cultures of the world, Lower advantage
in competition between local brands, No consideration towards dynamic environment.
Chocolate industry increased by 2% in the retail present value of sales in the year 2016 which is
a reduced interest rate as compared to 2015 that was 6%. Godiva is a renowned chain of
chocolate retails shops which are found in Belgium and it was later headquartered in united
Sates. There are multiple stores in the countries and in the locations at international level. The
chocolates of Godiva ae high quality chocolates and therefore are very consequently (Homburg,
et al., 2015). The products of Godiva are found in Japan, Singapore, Taiwan, Hong Kong, South
Africa, the Middle East, Europe, Canada and United States. Separated from the two units of
production in USA and Belgium, the production in US goes beyond the markets in US.
Slide 5: Approach 2: Adaption
Godiva trades its chocolates in various flavors like bouchees, fruits, liquors, caramels,
marzipans, and fresh creams, Croquants, Caraques and Truffels etc. Above 70 various pieces of
chocolates are made available for the customers who may desire to develop their personal
assortments in Ballotin form and may simply desire to get themselves indulged in the treat at a
personal level. The corporation also provides a wide range of pieces for personal indulgence,
special occasion and gifting along with the line of home entertainment of Godiva gourmet
coffees, Godiva biscuits, Godiva hot chocolate. Many of the collection in chocolates have been

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packaged traditionally in the classic Gold Ballotin of Godiva (Commetto, et al., 2017). Godiva is
not recognized as a product which is unknown. Many nations have their personal stores of
Godiva which is tweaking their lines of product to fit with the culture of locality. The offerings
of chocolates are adapted to the local tastes. The taste of chocolate of Godiva in the United States
is distinguished from the products in Europe. Different milk products and more sugar are put in
the American chocolate of Godiva.
Slide 6: Selection of Most Suitable Action
Maintain the range of current product, which focus on the sale which is increasing of the present
products in the coca range, coffee and biscuits. There are eight categories of chocolates: Truffles,
Sugar free, Mints and Solids, Palines, Ganaches, Nuts and Fruits, caramel and biscuits. Godiva
boutiques provide an aggregate selection and choice of super premium category of chocolates
which includes the five newly launched innovations in chocolates: Nippon, 72% Cocoa
Demitasse, Creole, Noix Macadamia and Romaine (Nudd, et al, 2016). Packaging of the product
differs from one nation to another in order to meet the needs of the consumption. For example, in
United States, chocolates come in pre-packaging while in Japan and Europe, the assortments of
chocolates are made customized.
Slide 7: Strategy
The primary objective of the Godiva must be to promote the product like a regular brand of
chocolate by still sustaining the image of the Gourmet chocolates. It is significant for Godiva to
start selling the regular sized chocolate bars along with more common brands of chocolates in
the conventional store of grocery. Launch the discount pricing for segment of corporation for the
first time and long term clients. This may increase the launch of products to clients who are using

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the product first time. It may also ensure that they will be keeping the clients for the business
gifts and programs regarding corporate incentives.
Godiva has many channels for distribution like Boutiques of Godiva based in Malls, Neiman
arcus and Macy’s Saks (Mackey, et al., 2015). Godiva chocolates are luxury and expensive
products as they avoid and prevent the impression regarding chocolates produced by cheap mass
which is available everywhere. This form of marketing and advertising makes their impression as
special and unique. Godiva must have more channels of distribution in office buildings, shopping
centers, airport and super market.
Slide 8: Augmented Product, Real and Actual Product, Core Product
The initial purpose is to give the gifts like business gifts, gifts by occasion and seasonal gifts.
After that, it is for incentive program for the corporates that are applied by the corporation for the
rewards, recognition and sales incentives (Taylor, et al., 2015). The products are for the Value
and Luxury segments of customer in the market. The Positioning Strategy involves:
 Variations in price: global competition with other companies.
 Public Promotions: marketing and promotions to common consumers
 Value Line: It refers to demands of environment at regional level.
 Increase and enhance promotions and retail advertising to make sure greater product and
brand awareness of the market which is targeted. The plan involves identifying the
significant points of advertising for the retail outlets which include particular adverts in
magazines or promotional campaigns for targeted market which are particular to a
segment of retail affluent.

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