Principles of Marketing

qwertyuiopasdfghjklzxcvbn
mqwertyuiopasdfghjklzxcvb
nmqwertyuiopasdfghjklzxcv
bnmqwertyuiopasdfghjklzx
cvbnmqwertyuiopasdfghjkl
zxcvbnmqwertyuiopasdfghj
klzxcvbnmqwertyuiopasdfg
hjklzxcvbnmqwertyuiopasdf
ghjklzxcvbnmqwertyuiopas
dfghjklzxcvbnmqwertyuiop
asdfghjklzxcvbnmqwertyuio
pasdfghjklzxcvbnmqwertyu
iopasdfghjklzxcvbnmqwerty
uiopasdfghjklzxcvbnmqwer
tyuiopasdfghjklzxcvbnmqw
ertyuiopasdfghjklzxcvbnmq
PRINCIPLES OF MARKETING
[Type the document subtitle]
7/18/2019
Student name

PRINCIPLES OF MARKETING 1
Contents
Introduction......................................................................................................................................2
Company and Product Overview.....................................................................................................3
SWOT analysis............................................................................................................................4
Industry Overview...........................................................................................................................4
Competitor Comparison...................................................................................................................6
Target Market..................................................................................................................................9
Perceptual Maps and Positioning...................................................................................................12
Brand positioning.......................................................................................................................12
Recommended Change in the Marketing Mix...............................................................................12
References......................................................................................................................................14

PRINCIPLES OF MARKETING 2
Introduction
Marketing includes a business process initiates from building relations in order to satisfy
customers. The key elements and concentration of a marketing plan are over the consumer needs,
wants, and expectations for which marketing is considered to be a major component in managing
the business (Sharma & Gautam, 2017). Marketing a product planning include decisions and
strategy formation from the development of the product to the promotion of product and services
provided to the customer. The report’s purpose is to develop a marketing plan for Godiva
Chocolatier and particularly milk chocolate of the brand (Adam & Kotler, 2014). The company
internal and external environment analysis will be conducted in order to provide recommended
marketing strategies in the report further.

PRINCIPLES OF MARKETING 3
Company and Product Overview
Godiva Chocolatier is founded in 1926 that is a Belgian manufacturer of chocolates that in
today’s scenario consist of 600 shops in Asia, Canada, the United States, and Europe. The
company offers various varieties of chocolates to various nations. The report includes the
marketing of milk chocolates by Godiva. It has been observed that in order to provide premium
quality chocolates to customers in various nations (godiva, 2019). Moreover, with the increase in
the use of online platforms the company has been able to reach out to maximum international
ports and customers. The parent company of Godiva is Campbell’s, which is dealing and have
been positioned towards healthy eating, which is contradictory to the sweets that are chocolates
by Godiva that are high caloric food products depicts a major challenge for the company. Godiva
first store was opened in Melbourne city in 2017. The company is manufacturing a large variety
of products like milk chocolates, milk chocolates cookies, gift boxes, milk strawberry cookies
(ausfoodnews, 2019).
Figure 1: (source: (godiva, 2019)
SWOT analysis
Strengths