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.