Chapter 5: Rewards of Global Marketing

In Japan Godiva's Chocolixiers are one of the most popular products they offer. It's such a big deal that in Japan there are Godiva Boutiques that only make Chocolixiers instead of selling other products. They also ofter a wide selection of flavors that can not be found in the US, such as Dark Chocolate Orange Almond or the White Chocolate Uji Matcha. Their cups also have a different design.

Prior to Class Discussion 10/1/2012: 

I came to better understand of the meaning of Global Marking:
Godiva has been targeting Chinese culture because of the high demand they have for chocolate and there ever so growing population.


"The maturing chocolate culture had prompted chinese consumers to begin asking for  a greater variety of premier products high-end chocolates are expected to see the fastest growth in the next few years, Which is also in line with the global trend. "

The Chinese Chocolate Industry

• Valued at US$813 million, representing a 10% increase over prior year.
• Chocolate imports total US$56.8 million (9,521 tons), a 21.5% increase over prior year.
• The U.S accounts for 23%($8.4 million-2,233) chocolate imports.
• Chocolate retail sales are expected to reach US$1.23 billion by 2012.
• Chocolate consumption is increasing 10 to 15 percent a year as living standards and acceptance of Western styles rise.
• Milk chocolate is the favorite flavor with Chinese consumers, accounting for 38percent of value sales of chocolates in 2007. of all fillings, nuts are the most popular. 

Market Opportunities & Challenges
Opportunities:

• Belgian chocolates enjoy a sterling reputation for high-quality ingredients
• China has a fast-growing middle-class and large population 
• Growing level of health conscious consumers within China 

Challenges:

• Educate the target on the quality and taste difference between Godiva and mass-produced premium chocolate already on the shelves. 
• Higher prices of global players scare away Chinese customers who do not have the purchasing power of their Western counterparts. 
• Difficult to gauge how popular chocolate good will be once country is  more fully developed, but growth will likely be significant.

Chapter 4: The Marketing Enviroment

• How does the external environment of marketing affect a firm?

One example that the external environment affects Godiva is in the legal aspect. 
Godiva is unable to sell liquor truffles to minors who aren't of the age of 21 also to be able to purchase the liquor truffles it must be bought in a quantity of half a pound of only liquor truffles which are about 12-16 pieces and varies in price from $25-36 dollars. If one desires an a assortment of liquor truffles and other chocolates that we offer then you must get at least 24 pieces or more to do so. This is due to the New York State open bottle Law.

"Godiva Liqueur Truffles are available in limited areas due to regional laws regulating the sale of 
products containing alcohol but can be purchased in our company-owned Boutiques in the following states: Arizona, California, Colorado, Florida, Hawaii, Illinois, Kentucky, Louisiana, Minnesota, Missouri, Nebraska, Nevada, New Jersey, New York, Texas and Virginia."

Godiva's Target Market 

Started with Women and Men aged between 30 and 62 Larger discretionary income ( > $75k a year) But mainly Women. Since Chocolate is associated with Women. 

 This includes: Wedding planners, party planners, special event caterers, and Corporate Offices. 

Recently Godiva has reached out to a different market to make some of their products affordable for those with lower income. That is way some products can be found in Target, CVS, and Macy's These places are very limited with options and way in personalizing the chocolate according to liking simple because Godiva still wants their customer to experience the Godiva Boutiques. They also welcomed a younger crowd with their bright new color chocolate flavors and popular Godiva Shakes. 

Chapter 3 Ethics and Social Responsibility.

The way GODIVA has been concern with society's welfares is by creating the Lady Godiva Program. 

The Lady GODIVA program embodies the spirit of  Lady Godiva through her attributes of selflessness, generosity and leadership and celebrates inspirational women around the word. The way the program works is that every 2 years, GODIVA will select a Lady GODIVA Honoree who exemplifies the values of selflessness, generosity and leadership at a national or global level. Then they honor these women and support their causes through exclusive products, partnerships and other means of support and dedication. This program will allow GODIVA to support a variety of causes that are important to women.

For example in May of 2012 Lauren Bush Lauren, Chief FEEDer and Co-Founder of FEED Projects, was the first National Lady GODIVA Honoree.  Lauren and the FEED team have provided over 60 million school meals to children living in 62 countries throughout the world through the United Nationals WFP.  Lauren embodies the spirit of Lady Godiva through her commitment to charity and passionate leadership. 

All Godiva Stores then sold all her bags for 25 dollars, with a purchase of one of these bags Godiva would discount the price of any of their golden ballotins from 10-20 percent; but this only worked if they purchased a feed 10 bag. All of the profit would go to the cause. 

To Learn more about the Feed 10 program here's a link:

http://www.feedprojects.com/our-mission

Here's more on the Lady Godiva program : 

Their website " The Lady Godiva Program" 

http://ladygodivaprogram.com

Chapter 2: Strategic Planning for Competitive Advantage

     Every fall Godiva introduces a new flavors; This Fall this collection was crafted in collaboration with Chef Duff Goldman, star of the Food Network show Ace of Cakes. Each of the four truffles was inspired by a Duff cake creation, as well as his contagious culinary passion & imagination. Includes Butterscotch Walnut Brownie, Pineapple Hummingbird, Cookie Dough and Birthday Cake truffles

With Fall here godiva has made themed chocolates such as : 

Pumpkin Patch Truffles are filled with creamy pumpkin-spice ganache and enrobed in milk chocolate. The perfect treat on a cool fall day.

They also introduced a new fall flavor called Pumpkin Cheesecake Truffle.