Strategies for Theo Chocolate to Capture North American Market Share

This report analyzes marketing strategies for Theo Chocolate to capture the North American market. It begins with an introduction to Theo Chocolate, the first organic, bean-to-bar chocolate company in the United States, and its goal to gain market share. The report reviews past marketing strategies, emphasizing social responsibility, and then suggests two key strategies for North America: leveraging social causes, such as donations and community events, and an alternative strategy involving factory fragrance. It evaluates the advantages and disadvantages of each, concluding that emphasizing social responsibility is the superior approach for building a positive brand image and reaching a wider customer base. The report references specific case studies and emphasizes the importance of a positive brand image in a competitive market.

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Contents
1. Introduction.........................................................................................................................................3
2. Marketing Strategies used earlier.........................................................................................................3
3. The best strategy to be used in North America....................................................................................3
4. Alternative Strategy to be used............................................................................................................4
5. Conclusion...........................................................................................................................................5
6. References...........................................................................................................................................6

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1. Introduction
Theo chocolate is the first organic, bean to bar chocolate company in the United States.
Theo chocolate wants to capture the North American market to gain its market share. To attract
the consumers in the market they would like to start a marketing campaign in North America,
and they want to use the techniques and measures of marketing as they have used in their
previous marketing campaigns. The given solution will identify two solutions for developing a
market campaign in North America.
2. Marketing Strategies used earlier
Theo Chocolates has been operating since 2006, therefore it has some very successful
market capturing strategies which have provided the company the achieved position. There were
various marketing or promotional strategies which Theo Chocolate has used earlier and have
succeeded through it. Theo chocolate emphasized on their social responsibilities also which gave
them strong attention in the market, also they educated people about their production process,
and many such strategies have been used by them to mark their presence in the market (Butcher
& Wilson, 2014).
3. The best strategy to be used in North America
To target in the North American market, Theo chocolate can use their practice of
involving in the social causes and emphasizing their social responsibilities.
"Not all profit is the equal-an idea that has been lost in the narrow, short-term focus of
financial markets and much management thinking. Profits involving a social purpose represent a

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higher form of capitalism, one that creates a positive cycle of company and community
prosperity." (Porter and Kramer, 2011, p.75).
As earlier they have donated their profit from the very popular bars, 40% classic milk bar
and 70% classic dark chocolate to CARE, a relief organization after a devastating earthquake in
Haiti. This practice will help Theo Chocolate in various ways:
1. Opportunity to develop their positive image in the minds of a perspective segment of
customer. We can use this practice in the following ways:
a. Donating the food packets and some fund in the various relief camps.
b. Conducting the local stalls for food and sweets in various occasions like
Thanksgiving and some events by humanitarian relief organizations.
2. Organizing the camps where they can provide their varieties of chocolates to the
customers.
a. Putting their stalls in the social gathering, and letting the customers taste their
samples of different types of chocolates
b. Providing small packages as token or prizes to the winners or participants in the
different programs conducted.
4. Alternative Strategy to be used
The above suggested strategy is considered to be best for developing the market in North
America, but an alternative strategy is also suggested here. An alternative strategy that can be
used by Theo chocolate is- the production of chocolate was done more on weekends so that the
fragrance of chocolate drifted in the neighborhood around the factory. Normally the factory runs
on eight hours shift on weekdays; production was increased by 28% on weekends. The fragrance

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attracted the customers and increased the sales of Theo Chocolate very rapidly (Butcher &
Wilson, 2014).
Theo created and sold chocolate bars, caramels, broiled nibs, drinking chocolate and
high-quality sugary treats. The sweets were just sold in the industrial facility retail space and a
few eateries, as they had a time span of usability of a little while. Alternate items including bars,
a few caramels, cooked nibs, and drinking chocolate were additionally sold in the outsider retail
locations.
But this could not be considered as the best option because:
1. There are chances that local authorities do not allow the company to put their factory
near the residential areas.
2. This strategy was only limited to the people living around the factory and not on a
wider range.
5. Conclusion
As per the complete study, we have a clear idea of how the North American market can
be targeted for the marketing of Theo Chocolate. These strategies will help Theo chocolate to
target the customers of North America and increase their sales as earlier. As per the discussion
the first strategy of emphasizing on social responsibility is better than the second strategy
because it will undoubtedly target the wider range of customers, also it will create a better and
positive image of Theo chocolate in the market and nowadays building a positive image of brand
is very essential to compete in the competitive market. Hence, it is concluded that the company
can use any of the provided solutions to develop the desired market in North America.

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6. References
Banks, T. (2015). Phenomenology of the Pyramid Scheme. Annalen Der Physik, 528(1-2), 193-
197. doi: 10.1002/andp.201500210
Butcher, A., & Wilson, P. (2014). Theo Chocolate: Doing well by doing good. Journal Of Case
Studies, 32(1), 19-36.