Chapter 7:Business Marketing

Godiva's 

OEM'S:

They buy business goods and incorporate them into products they sell.  

An Example of OEM's : Godiva's buys  

Torani Syrup to add to their Godiva Shakes, The Torani Syrup comes in Strawberry, Raspberry, Chocolate, and Caramel. Not only does Godiva purchases their syrup from another manufacture but the strawberries they order and other fresh fruit come from a different company, as well as the ribbon they use to tie the boxes also comes from a different manufacture.

Chapter 8: Segmenting and Targeting Markets

Godiva's Boutique Located in the Westchester Mall
Why had Godiva chose to locate one of their boutique at the Westchester mall? 
The Westchester Mall is an Upscale mall there are stores like TUMI, VINCE,NEIMAN MARCUS,ECT. Godiva's high prices and image has targeted a location and demographic located in the Weschester County because it's an suburban area derived mostly of upper-middle class-man, People with a lifestyle that seek luxurious chocolate.

According to 2006 HUD data, the median income for a household of one person in the county was $75,427 and the median income for a family of four was $96,500. Westchester County ranks number two (number one being New York County) for wealthiest counties in New York State and the seventh wealthiest county nationally. Westchester County has long been associated with "old money" and some of the country's wealthiest families for generations.

Chapter 11: Developing and Managing Products.

Freshly Made Truffles

This summer Godiva made an existing item into a new product by just adding a stick in to it. Freshly hand dipped truffles are Milk chocolate Truffles Pops that are dipped in the store instead of being shipped to the store already dipped and have a stick in it . The center is the same as the Milk Chocolate Truffle ( a milk chocolate ganache)  that you can purchase in the case for 50 dollars a pound individually its usually $2.30 or can be found in the signature Truffle boxes. Freshly Hand Dipped Truffle Pops are dipped and than decorated with sugar candies and sprinkles usually themed, going according to seasons; for example for the summer they had star fish, sandals, and brown sugar to resemble sand, for the holidays they have themed ones for both Christmas and Hanukkah, also just Winter themed ones with snowflakes on them. Their either dipped in milk,dark, and white chocolate with a milk chocolate ganache center  , They go for 3.25 per pop but you can get 2 for 5 away they brought in a bunch of customers and introduced a new target market children from ages 4 and up. These truffles pops can also be used as favors for kids parties. These Pop can only be Purchased at Godiva Boutiques Only.

These are the fall,summer, and during the election themed ones.

Chapter 16: Integrated Marketing Communication

GODIVA Truffles Get A Blast Of New Cake Flavors From 'Ace Of Cakes' Star Duff Goldman

"This September GODIVA Transforms Duff’s Favorite Cake Recipes into Four Mouth-Watering Truffles

NEW YORK, NY (May 30, 2012) – GODIVA Chocolatier is giving dessert lovers another reason to celebrate with the debut of its first-ever collection of truffles crafted in collaboration with a celebrity pastry chef: the Cake Truffles Collection. Designed by both Duff Goldman, star of Food Network’s Ace of Cakes and GODIVA Executive Chef Thierry Muret, the Cake Truffles Collection features four whimsical truffles inspired by Duff’s favorite cake recipes and vibrant personality. Each piece reflects the infusion of Duff’s bold, artistic style with GODIVA’s classic truffle making techniques." - Godiva's New and Update Website.

Godiva tells consumers that this collections is  "The perfect gift for every occasion – birthdays, weddings, anniversaries, hostess gifts"

Flavors:

• Birthday Cake Truffle: Vanilla cake mousse in a white chocolate shell, sprinkled with white pearl nonpareils

• Cookie Dough Truffle: Cookie dough ganache in a milk chocolate shell, topped with dark chocolate chips

• Pineapple Hummingbird Cake Truffle: Pineapple and banana ganache with pecan cream cheese frosting in a white chocolate shell

• Butterscotch Walnut Truffle: Butterscotch caramel and maple walnut cream in a milk chocolate shell, dusted with molasses

 September 1, 2012, GODIVA’s Cake Truffles Collection are began to be sold at GODIVA Boutiques nationwide and are available for purchase individually as well as in 8 piece keepsake box ($25.00), or part of the 24-piece Ultimate Dessert Truffle assortment ($50.00) which includes 4 Cake Truffles. Packaged in a whimsical and vibrantly colored box and tied with a single gold Duff ribbon, "these lovely sets contain truffles as special as the moments they share." Godiva Boutiques also began to promote them in stores by sampling the new pieces and introducing the product with customers.

To kick off the launch of the limited edition Cake Truffles Collection, GODIVA offered one lucky chocolate lover the opportunity to win an over-the-top Cake Bash with Duff Goldman at his acclaimed Charm City Cakes Bakery in Los Angeles. The GODIVA Cake Bash sweepstakes winner also part took in a paid trip with 6 friends to the Ace of Cake’s stars famed bakery where they celebrated with an exclusive and indulgent cake bashing party hosted by Duff Goldman himself. GODIVA fans were encouraged to enter online at facebook.com/godiva.

Public Relations/Hurricane Sandy

Chapter 10: Product Concept

     Godiva's iconic signature package is the Gold ballotin (french for small,elegant box of chocolate.) On their website they mention how they are proud as a company to have such reputation of having groundbreaking products with quality ingredients, elegant styling, innovative selection, attention to detail and beautiful packaging. Godiva had build its company with an image to consumers of luxury and quality; a company that seeks excellence.
In addition, Godiva produces seasonal and limited edition chocolates with special packaging for all major holidays.

 "Gold Ballotin with Holiday Ribbon features a signature assortment of classic GODIVA Belgian chocolates. In each piece you will discover exquisitely rich, velvety chocolate, with fascinating flavors and intriguing textures. Finished with a red ribbon and festive "

"Luxury Gift Box with SWAROVSKI Elements, a sparkling keepsake box, hand embroidered & adorned with SWAROVSKI  ELEMENTS crystals. Holds two layers of assorted GODIVA chocolates & truffles. Rich, tantalizing, and blissfully"

Prior to class discussion on 11/12/2012: 

Godiva does not only specializes in chocolate but through out the years has expanded its product line; It doesn't only offers chocolate assortments and truffles; but also  chocolate bars; chocolate dipped baked goods; biscuits, coffee, and cocoa; dark, milk, and white chocolate gifts; fruits dipped in chocolate. It also has recently come up with chocolate flavor liquor. 

Chapter 18: Sales Promotion and Personal Selling

Godiva's Rewards Card is an example of Sales Promotion:

REWARDS CLUB MEMBERS ENJOY:

• 1 Free piece of Chocolate every month 
• Spend $20 and receive a free gift the following month  
• FREE standard shipping for one online order 
• Exclusive offers every month

In addition they receive monthly e-newsletter with member-only offers & new product announcements.

This Month exclusively to Rewards Members for every 30 dollars they spend they get a free apron.

Reward members on their birthday's receive an online coupon getting $10 off their entire purchase.Also members receive their monthly free piece and a second piece for their birthday.

Holiday Promotions

With the holidays coming up Godiva has been doing this promotion for about couple of years it does so well that they are bring it back for this upcoming holiday season. For every 50$ you spend at Godiva you will receive a 10$ gift card to be used the day after christmas; the 26th of December that's when the holiday things go on sale and Ends February 1st.It's a way of say "Hey you're buying all these things for others why not treat yourself after all this giving". It does bring in more customers after such a rush during the holiday season. Once a customer came in with at least 200 dollars in 10$ gift cards during this time Godiva sales decrease but all the spending during the holidays gives them the opportunity to have such promotion.

Corporate Promotions

Promotions Occurring now: 

Purchase 3 Large Godiva bar/ tablets for 10$ or 4 Small ones for 10$

Original prices of Larger Bars :$ 5.00 

Small Bars : $3.25

Only at Godiva Boutiques.